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Kinshuk Jerath

Publications and source records attributed to Kinshuk Jerath.

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Digital Twins as Funhouse Mirrors: Five Key Distortions

Scientists and practitioners are increasingly moving to deploy digital twins--LLM-based models of real individuals--across social science and policy research. We conduct 19 pre-registered studies spanning 164 diverse outcomes (e.g., attitudes toward hiring algorithms, intentions to share misinformation), comparing human responses to those of their corresponding digital twins, which are trained on each individual's prior responses to over 500 questions. We establish an empirical benchmark for digital twin performance: their predictions are only modestly more accurate than those of a homogeneous base LLM and exhibit weak correlation with human responses (average $r = 0.20$). To inform future development, we identify five systematic distortions in digital twin behavior: (i) insufficient individuation, (ii) stereotyping, (iii) representation bias, (iv) ideological bias, and (v) hyper-rationality. Finally, we release our full dataset and code as a standardized testbed for evaluating and improving digital twin methodologies. Together, our findings caution against premature deployment while laying the groundwork for a transparent, replicable, and iterative science of responsible digital twin development.

cs.CY

Towards Developing an Understanding of Consumers' Perceived Privacy Violations in Online Advertising

Privacy-enhancing technologies (PETs) represent a critical operational challenge for the online advertising industry, requiring substantial infrastructure investment while promising improved consumer privacy protection. Even when PETs may improve privacy protection from an operational or technical viewpoint, understanding whether PETs actually reduce consumers' perceived privacy violations (PPV) is essential for evaluating their viability. In this research, we characterize advertising practices along the dimensions of tracking and targeting, and understand consumers' PPVs for current practices and proposed PETs through online experiments with U.S. and European consumers. As expected, the industry status quo of behavioral targeting, with high degrees of tracking and targeting, results in high PPV. While new technologies that keep data on users' devices reduce PPV compared to behavioral targeting, the reduction is minimal, including for group-level targeting. Contextual targeting, which involves no tracking, significantly lowers PPV. Not surprisingly, PPV is lowest when tracking is absent, but notably, consumers show similar preferences for untargeted ads and no ads. Importantly, consumer perceptions of privacy violations may not align with technical definitions, suggesting that operational investments in privacy technologies may fail without consumer validation. Therefore, it is essential for managers, industry practitioners, and policymakers to follow a consumer-centric approach to understanding privacy concerns and evaluating the operational viability of privacy-enhancing solutions.

econ.GN

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to digital advertising, but each manifests in new ways in markets for digital ads. We identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.

econ.GN