{"id":"https://openalex.org/W3012749635","doi":"https://doi.org/10.1145/3366423.3380118","title":"Facebook Ads as a Demographic Tool to Measure the Urban-Rural Divide","display_name":"Facebook Ads as a Demographic Tool to Measure the Urban-Rural Divide","publication_year":2020,"publication_date":"2020-04-20","ids":{"openalex":"https://openalex.org/W3012749635","doi":"https://doi.org/10.1145/3366423.3380118","mag":"3012749635"},"language":"en","primary_location":{"id":"doi:10.1145/3366423.3380118","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3366423.3380118","pdf_url":null,"source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of The Web Conference 2020","raw_type":"proceedings-article"},"type":"preprint","indexed_in":["arxiv","crossref"],"open_access":{"is_oa":true,"oa_status":"gold","oa_url":"https://doi.org/10.1145/3366423.3380118","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5058137116","display_name":"Daniele Rama","orcid":"https://orcid.org/0000-0001-9419-7315"},"institutions":[{"id":"https://openalex.org/I134940468","display_name":"Institute for Scientific Interchange","ror":"https://ror.org/00te2x188","country_code":"IT","type":"facility","lineage":["https://openalex.org/I134940468"]},{"id":"https://openalex.org/I55143463","display_name":"University of Turin","ror":"https://ror.org/048tbm396","country_code":"IT","type":"education","lineage":["https://openalex.org/I55143463"]}],"countries":["IT"],"is_corresponding":true,"raw_author_name":"Daniele Rama","raw_affiliation_strings":["University of Turin &amp; ISI Foundation Turin, Italy"],"affiliations":[{"raw_affiliation_string":"University of Turin &amp; ISI Foundation Turin, Italy","institution_ids":["https://openalex.org/I134940468","https://openalex.org/I55143463"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5041808447","display_name":"Yelena Mejova","orcid":"https://orcid.org/0000-0001-5560-4109"},"institutions":[{"id":"https://openalex.org/I134940468","display_name":"Institute for Scientific Interchange","ror":"https://ror.org/00te2x188","country_code":"IT","type":"facility","lineage":["https://openalex.org/I134940468"]}],"countries":["IT"],"is_corresponding":false,"raw_author_name":"Yelena Mejova","raw_affiliation_strings":["ISI Foundation Turin, Italy"],"affiliations":[{"raw_affiliation_string":"ISI Foundation Turin, Italy","institution_ids":["https://openalex.org/I134940468"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5059787882","display_name":"Michele Tizzoni","orcid":"https://orcid.org/0000-0001-7246-2341"},"institutions":[{"id":"https://openalex.org/I134940468","display_name":"Institute for Scientific Interchange","ror":"https://ror.org/00te2x188","country_code":"IT","type":"facility","lineage":["https://openalex.org/I134940468"]}],"countries":["IT"],"is_corresponding":false,"raw_author_name":"Michele Tizzoni","raw_affiliation_strings":["ISI Foundation Turin, Italy"],"affiliations":[{"raw_affiliation_string":"ISI Foundation Turin, Italy","institution_ids":["https://openalex.org/I134940468"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5039448366","display_name":"Kyriaki Kalimeri","orcid":"https://orcid.org/0000-0001-8068-5916"},"institutions":[{"id":"https://openalex.org/I134940468","display_name":"Institute for Scientific Interchange","ror":"https://ror.org/00te2x188","country_code":"IT","type":"facility","lineage":["https://openalex.org/I134940468"]}],"countries":["IT"],"is_corresponding":false,"raw_author_name":"Kyriaki Kalimeri","raw_affiliation_strings":["ISI Foundation Turin, Italy"],"affiliations":[{"raw_affiliation_string":"ISI Foundation Turin, Italy","institution_ids":["https://openalex.org/I134940468"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5033656008","display_name":"Ingmar Weber","orcid":"https://orcid.org/0000-0003-4169-2579"},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Ingmar Weber","raw_affiliation_strings":["Qatar Computing Research Institute Doha, Qatar"],"affiliations":[{"raw_affiliation_string":"Qatar Computing Research Institute Doha, Qatar","institution_ids":[]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":5,"corresponding_author_ids":["https://openalex.org/A5058137116"],"corresponding_institution_ids":["https://openalex.org/I134940468","https://openalex.org/I55143463"],"apc_list":null,"apc_paid":null,"fwci":6.9041,"has_fulltext":false,"cited_by_count":24,"citation_normalized_percentile":{"value":0.96822579,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":94,"max":99},"biblio":{"volume":null,"issue":null,"first_page":"327","last_page":"338"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11645","display_name":"Urban, Neighborhood, and Segregation Studies","score":0.9932000041007996,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11645","display_name":"Urban, Neighborhood, and Segregation Studies","score":0.9932000041007996,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11980","display_name":"Human Mobility and Location-Based Analysis","score":0.9814000129699707,"subfield":{"id":"https://openalex.org/subfields/3313","display_name":"Transportation"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11014","display_name":"Regional Economics and Spatial Analysis","score":0.9682000279426575,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/census","display_name":"Census","score":0.7855409979820251},{"id":"https://openalex.org/keywords/urbanization","display_name":"Urbanization","score":0.6528855562210083},{"id":"https://openalex.org/keywords/digital-divide","display_name":"Digital divide","score":0.6305849552154541},{"id":"https://openalex.org/keywords/population","display_name":"Population","score":0.5931971669197083},{"id":"https://openalex.org/keywords/rural-area","display_name":"Rural area","score":0.5729003548622131},{"id":"https://openalex.org/keywords/inequality","display_name":"Inequality","score":0.5079908967018127},{"id":"https://openalex.org/keywords/geography","display_name":"Geography","score":0.4883091449737549},{"id":"https://openalex.org/keywords/official-statistics","display_name":"Official statistics","score":0.4865919351577759},{"id":"https://openalex.org/keywords/regional-science","display_name":"Regional science","score":0.4797307550907135},{"id":"https://openalex.org/keywords/educational-attainment","display_name":"Educational attainment","score":0.4551439881324768},{"id":"https://openalex.org/keywords/the-internet","display_name":"The Internet","score":0.3948547840118408},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.3675386905670166},{"id":"https://openalex.org/keywords/economic-growth","display_name":"Economic growth","score":0.3617229163646698},{"id":"https://openalex.org/keywords/sociology","display_name":"Sociology","score":0.23277392983436584},{"id":"https://openalex.org/keywords/political-science","display_name":"Political science","score":0.2138887345790863},{"id":"https://openalex.org/keywords/statistics","display_name":"Statistics","score":0.1704346239566803},{"id":"https://openalex.org/keywords/world-wide-web","display_name":"World Wide Web","score":0.17013630270957947},{"id":"https://openalex.org/keywords/economics","display_name":"Economics","score":0.1597824990749359},{"id":"https://openalex.org/keywords/demography","display_name":"Demography","score":0.12104159593582153}],"concepts":[{"id":"https://openalex.org/C52130261","wikidata":"https://www.wikidata.org/wiki/Q39825","display_name":"Census","level":3,"score":0.7855409979820251},{"id":"https://openalex.org/C39853841","wikidata":"https://www.wikidata.org/wiki/Q161078","display_name":"Urbanization","level":2,"score":0.6528855562210083},{"id":"https://openalex.org/C173655357","wikidata":"https://www.wikidata.org/wiki/Q244752","display_name":"Digital divide","level":3,"score":0.6305849552154541},{"id":"https://openalex.org/C2908647359","wikidata":"https://www.wikidata.org/wiki/Q2625603","display_name":"Population","level":2,"score":0.5931971669197083},{"id":"https://openalex.org/C129047720","wikidata":"https://www.wikidata.org/wiki/Q175185","display_name":"Rural area","level":2,"score":0.5729003548622131},{"id":"https://openalex.org/C45555294","wikidata":"https://www.wikidata.org/wiki/Q28113351","display_name":"Inequality","level":2,"score":0.5079908967018127},{"id":"https://openalex.org/C205649164","wikidata":"https://www.wikidata.org/wiki/Q1071","display_name":"Geography","level":0,"score":0.4883091449737549},{"id":"https://openalex.org/C198052957","wikidata":"https://www.wikidata.org/wiki/Q7079603","display_name":"Official statistics","level":2,"score":0.4865919351577759},{"id":"https://openalex.org/C148383697","wikidata":"https://www.wikidata.org/wiki/Q1781695","display_name":"Regional science","level":1,"score":0.4797307550907135},{"id":"https://openalex.org/C2779297142","wikidata":"https://www.wikidata.org/wiki/Q3276412","display_name":"Educational attainment","level":2,"score":0.4551439881324768},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.3948547840118408},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.3675386905670166},{"id":"https://openalex.org/C50522688","wikidata":"https://www.wikidata.org/wiki/Q189833","display_name":"Economic growth","level":1,"score":0.3617229163646698},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.23277392983436584},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.2138887345790863},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.1704346239566803},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.17013630270957947},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.1597824990749359},{"id":"https://openalex.org/C149923435","wikidata":"https://www.wikidata.org/wiki/Q37732","display_name":"Demography","level":1,"score":0.12104159593582153},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C134306372","wikidata":"https://www.wikidata.org/wiki/Q7754","display_name":"Mathematical analysis","level":1,"score":0.0}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.1145/3366423.3380118","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3366423.3380118","pdf_url":null,"source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of The Web Conference 2020","raw_type":"proceedings-article"},{"id":"pmh:oai:arXiv.org:2002.11645","is_oa":true,"landing_page_url":"http://arxiv.org/abs/2002.11645","pdf_url":"https://arxiv.org/pdf/2002.11645","source":{"id":"https://openalex.org/S4306400194","display_name":"arXiv (Cornell University)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I205783295","host_organization_name":"Cornell University","host_organization_lineage":["https://openalex.org/I205783295"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"text"},{"id":"pmh:oai:iris.unitn.it:11572/353401","is_oa":true,"landing_page_url":"https://dl.acm.org/doi/10.1145/3366423.3380118","pdf_url":null,"source":{"id":"https://openalex.org/S4306401913","display_name":"Institutional Research Information System (Universit\u00e0 degli Studi di Trento)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I193223587","host_organization_name":"University of Trento","host_organization_lineage":["https://openalex.org/I193223587"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"info:eu-repo/semantics/conferenceObject"}],"best_oa_location":{"id":"doi:10.1145/3366423.3380118","is_oa":true,"landing_page_url":"https://doi.org/10.1145/3366423.3380118","pdf_url":null,"source":null,"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of The Web Conference 2020","raw_type":"proceedings-article"},"sustainable_development_goals":[{"score":0.6800000071525574,"display_name":"Sustainable cities and communities","id":"https://metadata.un.org/sdg/11"}],"awards":[],"funders":[{"id":"https://openalex.org/F4320309723","display_name":"Fondazione CRT","ror":"https://ror.org/00fgmmg43"},{"id":"https://openalex.org/F4320318977","display_name":"Institute for Scientific Interchange","ror":"https://ror.org/00te2x188"}],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":63,"referenced_works":["https://openalex.org/W199749264","https://openalex.org/W1978393907","https://openalex.org/W2017481266","https://openalex.org/W2048311021","https://openalex.org/W2055439390","https://openalex.org/W2066322704","https://openalex.org/W2069516633","https://openalex.org/W2076630689","https://openalex.org/W2102861780","https://openalex.org/W2106359593","https://openalex.org/W2110758973","https://openalex.org/W2125728730","https://openalex.org/W2129300884","https://openalex.org/W2161015791","https://openalex.org/W2161291053","https://openalex.org/W2187156083","https://openalex.org/W2293743582","https://openalex.org/W2425016936","https://openalex.org/W2433564052","https://openalex.org/W2441724948","https://openalex.org/W2511445421","https://openalex.org/W2526427066","https://openalex.org/W2547503455","https://openalex.org/W2563852449","https://openalex.org/W2587029746","https://openalex.org/W2613004929","https://openalex.org/W2756231788","https://openalex.org/W2764332164","https://openalex.org/W2765340546","https://openalex.org/W2771052982","https://openalex.org/W2771862586","https://openalex.org/W2785401534","https://openalex.org/W2787781581","https://openalex.org/W2791637817","https://openalex.org/W2794520057","https://openalex.org/W2794879163","https://openalex.org/W2796982533","https://openalex.org/W2806125611","https://openalex.org/W2808894668","https://openalex.org/W2809656830","https://openalex.org/W2897768025","https://openalex.org/W2912398491","https://openalex.org/W2913802893","https://openalex.org/W2924534200","https://openalex.org/W2928691905","https://openalex.org/W2945386046","https://openalex.org/W2950288447","https://openalex.org/W2954586839","https://openalex.org/W2963439900","https://openalex.org/W2963826999","https://openalex.org/W2963913350","https://openalex.org/W3037090540","https://openalex.org/W3084254997","https://openalex.org/W3101955838","https://openalex.org/W3123626303","https://openalex.org/W3125934683","https://openalex.org/W3163798721","https://openalex.org/W4230374703","https://openalex.org/W4233570648","https://openalex.org/W4236153737","https://openalex.org/W4256064729","https://openalex.org/W4288334484","https://openalex.org/W4380487091"],"related_works":["https://openalex.org/W2128472366","https://openalex.org/W621243299","https://openalex.org/W5594354","https://openalex.org/W4244351752","https://openalex.org/W2601163983","https://openalex.org/W2364090708","https://openalex.org/W2145323372","https://openalex.org/W1512152715","https://openalex.org/W2009948611","https://openalex.org/W2182026161"],"abstract_inverted_index":{"In":[0,54],"the":[1,8,59,62,93,103,138,141,177,190,208,243,260],"global":[2],"move":[3],"toward":[4],"urbanization,":[5],"making":[6],"sure":[7],"people":[9],"remaining":[10],"in":[11,18,47,78,96,169,202,214,255,267],"rural":[12,97,142,196,215,235],"areas":[13,197,216],"are":[14],"not":[15],"left":[16],"behind":[17],"terms":[19,170],"of":[20,50,61,71,75,92,117,140,171,212,231,239,245],"development":[21],"and":[22,114,148,163,174,183,249,271],"policy":[23],"considerations":[24],"is":[25,33],"a":[26,48,68,87,199,228],"priority":[27],"for":[28,130,192,220],"governments":[29],"worldwide.":[30],"However,":[31],"it":[32],"increasingly":[34],"challenging":[35],"to":[36,146,179,226,251,262],"track":[37],"important":[38],"statistics":[39,105],"concerning":[40],"this":[41,55,240],"sparse,":[42],"geographically":[43],"dispersed":[44],"population,":[45],"resulting":[46],"lack":[49],"reliable,":[51],"up-to-date":[52],"data.":[53],"study,":[56],"we":[57,100,125,159,185,205],"examine":[58],"usefulness":[60],"Facebook":[63,107,132],"Advertising":[64],"platform,":[65],"which":[66],"offers":[67],"digital":[69,256],"\u201ccensus\u201d":[70],"over":[72],"two":[73],"billions":[74],"its":[76],"users,":[77],"measuring":[79],"potential":[80],"rural-urban":[81],"inequalities.":[82],"We":[83],"focus":[84],"on":[85,189],"Italy,":[86],"country":[88],"where":[89],"about":[90],"30%":[91],"population":[94,104],"lives":[95],"areas.":[98],"First,":[99],"show":[101,198],"that":[102,106,135,195,207],"produces":[108],"suffer":[109],"from":[110,144,218],"instability":[111],"across":[112],"time":[113],"incomplete":[115],"coverage":[116,139],"sparsely":[118],"populated":[119],"municipalities.":[120],"To":[121],"overcome":[122],"such":[123],"limitation,":[124],"propose":[126],"an":[127],"alternative":[128],"methodology":[129],"estimating":[131],"Ads":[133],"audiences":[134],"nearly":[136],"triples":[137],"municipalities":[143],"19%":[145],"55%":[147],"makes":[149],"feasible":[150],"fine-grained":[151],"sub-population":[152],"analysis.":[153],"Using":[154],"official":[155],"national":[156],"census":[157],"data,":[158],"evaluate":[160],"our":[161],"approach":[162],"confirm":[164],"known":[165],"significant":[166],"urban-rural":[167],"divides":[168],"educational":[172],"attainment":[173],"income.":[175],"Extending":[176],"analysis":[178],"Facebook-specific":[180],"user":[181],"\u201cinterests\u201d":[182],"behaviors,":[184],"provide":[186],"further":[187],"insights":[188],"divide,":[191],"instance,":[193],"finding":[194],"higher":[200],"interest":[201],"gambling.":[203],"Notably,":[204],"find":[206],"most":[209,272],"predictive":[210],"features":[211],"income":[213],"differ":[217],"those":[219],"urban":[221],"centres,":[222],"suggesting":[223],"researchers":[224],"need":[225],"consider":[227],"broader":[229],"range":[230],"attributes":[232],"when":[233],"examining":[234],"wellbeing.":[236],"The":[237],"findings":[238],"study":[241],"illustrate":[242],"necessity":[244],"improving":[246],"existing":[247],"tools":[248],"methodologies":[250],"include":[252],"under-represented":[253],"populations":[254],"demographic":[257],"studies":[258],"\u2013":[259],"failure":[261],"do":[263],"so":[264],"could":[265],"result":[266],"misleading":[268],"observations,":[269],"conclusions,":[270],"importantly,":[273],"policies.":[274]},"counts_by_year":[{"year":2025,"cited_by_count":3},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":3},{"year":2022,"cited_by_count":4},{"year":2021,"cited_by_count":8},{"year":2020,"cited_by_count":4}],"updated_date":"2026-03-20T23:20:44.827607","created_date":"2025-10-10T00:00:00"}
