AI 中文总结
本研究通过自动化账户审计TikTok广告，发现互动类型和设备价格影响广告负载与内容，点赞和分享增加广告，昂贵设备广告少而便宜设备折扣多。
AI 中文摘要
公司和品牌越来越多地采用动态定价，包括根据用户的收入在社交媒体上定向投放广告。在本研究中，我们通过56个自动化账户对TikTok的信息流进行了审计，这些账户在两项研究中收集了超过80,000个视频的数据。我们使用12部手机作为收入的代理指标，其价格分为低（$0-$250）、中（$400-$650）和高（$750-$1,000+）三档，测试了设备价格对广告负载和广告类型的影响。我们还测试了互动类型（即点赞、评论、分享）、年龄和性别对广告频率和内容的影响。总体而言，广告负载为29.4%，但点赞和分享内容显著增加了广告负载。我们还发现，随着账户在TikTok上花费更多时间，广告负载稳步增加。我们找到了一些证据表明，设备价格同时影响广告负载和内容——较昂贵的设备被定向投放的广告较少，而最便宜的设备则收到更多的折扣。
英文摘要
Companies and brands increasingly use dynamic pricing, including targeting social media ads to users based on their income. In this work we audit TikTok's feed using 56 automated accounts, which collect data on over 80,000 videos, across two studies. We test the impact of device price on ad load and ad types, using 12 phones of low ($0-$250), medium ($400-$650), and high ($750-$1,000+) price as a proxy for income. We also test the impact of interaction type (i.e., like, comment, share), age, and gender on the frequency and content of ads. Overall, the ad load was 29.4%, but liking and sharing content increased ad load significantly. We also found that as accounts spend more time on TikTok, the ad load steadily increases. We found some evidence that device price impacts both ad load and content -- more expensive devices were targeted with fewer ads, while the least expensive devices received more discounts.
