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Measuring news exposure using
behavioral tracking data
Judith Möller
The Amsterdam Personalised Communication Project
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Why are we looking
into personalised
communication?
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Web-shop of ideas
Personalised news
recommondation
Personalised political
advertising
Personalised health
information websites
Personalised online shopping
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Studying causes and effects of
personalised communication
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Research infrastructure
Interdisciplinary network
Communication
Law
Ethics
Economics
Computer Science
Research instruments:
Panel Survey
Online tracking study
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Research infrastructure
Interdisciplinary network
Communication
Law
Ethics
Economics
Computer Science
Research instruments:
Panel Survey
Online tracking study
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Online tracking study
Goal: Study the personalised news menu of
internet user, taking into account that their news
feeds is individualized to their cookies and
browsing history
Clickstream is not enough
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Man in the middle research infrastructure
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But that is not so easy to
accomplish..... Legal constraints
PrivacyCopyright
Ethical considerations
Conflicting guidlines (transparency vs. Protection of personal data)
Panel constraints
Technical constraints: secure storage, whitelist, filters
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What does this look like in practice?
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Conceputalizing exposure
Various degrees of exposure
- Content was featured on a website you visited
- User selects content (click)
- User reads selected content until the end
- User engages with content (further clicks, comments)
Our goal: Match specific exposure measure to specific content to
media effects (e.g., agenda setting, political knowledge)
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Thank you for your attention
Follow us on personalised-communication.net
First data is coming in in October/November!