{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,1]],"date-time":"2026-05-01T19:32:53Z","timestamp":1777663973303,"version":"3.51.4"},"reference-count":29,"publisher":"SAGE Publications","issue":"5","license":[{"start":{"date-parts":[[2021,4,3]],"date-time":"2021-04-03T00:00:00Z","timestamp":1617408000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Health Educ Behav"],"published-print":{"date-parts":[[2021,10]]},"abstract":"<jats:sec>\n                    <jats:title>Background<\/jats:title>\n                    <jats:p>Men who have sex with men (MSM) increasingly use internet-based websites and geospatial apps to seek sex. Though these platforms may be useful for public health intervention, evaluations of such interventions are rare. We sought to evaluate the online behavior of young MSM of color in Philadelphia and the effectiveness of using ads to link them to DoYouPhilly.org, where users can order free condoms, lubricant, and sexually transmitted infection test kits delivered via the U.S. postal service.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Method<\/jats:title>\n                    <jats:p>Data collection and analyses were conducted in two phases. First, we performed keyword research and analyzed web browser logs using a proprietary data set owned by Microsoft. Subsequently, we ran a Google Ads campaign using the keywords identified in the preliminary phase, and directed targeted users to the DoYouPhilly.org condom or test kit ordering pages. Results were analyzed using MATLAB 2018.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>\n                      Test kit advertisements received 5,628 impressions, 157 clicks, and 18 unique conversions. The condom advertisements received 128,007 impressions, 2,583 clicks, and 303 unique conversions. Correlation between the click-through rate and the conversion rate per keyword was \u03c1 = \u2212.35 (\n                      <jats:italic toggle=\"yes\">P<\/jats:italic>\n                      = .0096) and per advertisement was \u03c1 = .40 (\n                      <jats:italic toggle=\"yes\">P<\/jats:italic>\n                      = .14). Keywords that directly related to condoms were most effective for condom ordering (42% conversion rate vs. \u22642% for other classes), while keywords emphasizing the adverse effects of unprotected sex were most effective in test kit ordering (91% conversion rate vs. 13% and 12% for other classes).\n                    <\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusions<\/jats:title>\n                    <jats:p>Online advertisements seemed to affect real-world sexual health behavior, as measured by orders of condoms and test kits, among a group of young MSM living in the same community.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1177\/10901981211000312","type":"journal-article","created":{"date-parts":[[2021,4,3]],"date-time":"2021-04-03T03:57:57Z","timestamp":1617422277000},"page":"637-650","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":1,"title":["Trojan Horse: An Analysis of Targeted Advertising to Reduce Sexually Transmitted Diseases Among YMSM"],"prefix":"10.1177","volume":"48","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-4345-4884","authenticated-orcid":false,"given":"Ayla","family":"Tolosa-Kline","sequence":"first","affiliation":[{"name":"Philadelphia Department of Public Health, Philadelphia, PA, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2380-4584","authenticated-orcid":false,"given":"Elad","family":"Yom-Tov","sequence":"additional","affiliation":[{"name":"Microsoft Research, Herzliya, Israel"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Caitlin","family":"Hoffman","sequence":"additional","affiliation":[{"name":"Philadelphia Department of Public Health, Philadelphia, PA, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Cherie","family":"Walker-Baban","sequence":"additional","affiliation":[{"name":"Philadelphia Department of Public Health, Philadelphia, PA, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Felicia M.T.","family":"Lewis","sequence":"additional","affiliation":[{"name":"Philadelphia Department of Public Health, Philadelphia, PA, USA"},{"name":"Centers for Disease Control and Prevention, Washington, DC, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2021,4,3]]},"reference":[{"key":"e_1_3_3_2_1","doi-asserted-by":"crossref","unstructured":"Batterham P. J. (2014). Recruitment of Mental Health Survey participants using Internet advertising: Content characteristics and cost effectiveness. International Journal of Methods in Psychiatric Research 23(2) 184\u2013191. https:\/\/doi.org\/10.1002\/mpr.1421","DOI":"10.1002\/mpr.1421"},{"key":"e_1_3_3_3_1","doi-asserted-by":"crossref","unstructured":"Bolding G. Davis M. Hart G. Sherr L. Elford J. (2007). Where young MSM meet their first sexual partner: The role of the internet. AIDS and Behavior 11(4) 522\u2013526. https:\/\/doi.org\/10.1007\/s10461-007-9224-9","DOI":"10.1007\/s10461-007-9224-9"},{"key":"e_1_3_3_4_1","doi-asserted-by":"crossref","unstructured":"Chan P. A. Towey C. Poceta J. Rose J. Bertrand T. Kantor R. Harvey J. Karina Santamaria E. Alexander-Scott N. Nunn A. (2016). Online hookup sites for meeting sexual partners among men who have sex with men in Rhode Island 2013: A call for public health action. Public Health Reports 131(2) 264\u2013271. https:\/\/doi.org\/10.1177\/003335491613100210","DOI":"10.1177\/003335491613100210"},{"key":"e_1_3_3_5_1","doi-asserted-by":"crossref","unstructured":"Chaouachi S. G. Rached K. S. (2012). Perceived deception in advertising: Proposition of a measurement scale. Journal of Marketing Research and Case Studies 2012 Article 712622. https:\/\/doi.org\/10.5171\/2012.712622","DOI":"10.5171\/2012.712622"},{"key":"e_1_3_3_6_1","doi-asserted-by":"crossref","unstructured":"Christensen T. Riis A. H. Hatch E. E. Wise L. A. Nielsen M. G. Rothman K. J. S\u00f8rensen H. T. Mikkelsen E. M. (2017). Costs and efficiency of online and offline recruitment methods: A web-based cohort study. Journal of Medical Internet Research 19(3) Article e58. https:\/\/doi.org\/10.2196\/jmir.6716","DOI":"10.2196\/jmir.6716"},{"key":"e_1_3_3_7_1","doi-asserted-by":"crossref","unstructured":"Currin J. M. Hubach R. D. Durham A. R. Kavanaugh K. E. Vineyard Z. Croff J. M. (2017). How gay and bisexual men compensate for the lack of meaningful sex education in a socially conservative state. Sex Education 17(6) 667\u2013681. https:\/\/doi.org\/10.1080\/14681811.2017.1355298","DOI":"10.1080\/14681811.2017.1355298"},{"key":"e_1_3_3_8_1","unstructured":"Eysenbach G. (2006). Infodemiology: Tracking flu-related searches on the web for syndromic surveillance In AMIA Annual Symposium proceedings (pp. 244\u2013248). American Medical Informatics Association."},{"key":"e_1_3_3_9_1","doi-asserted-by":"crossref","unstructured":"Fenner Y. Garland S. M. Moore E. E. Jayasinghe Y. Fletcher A. Tabrizi S. N. Gunasekaran B. Wark J. D. (2012). Web-based recruiting for health research using a social networking site: An exploratory study. Journal of Medical Internet Research 14(1) Article e20. https:\/\/doi.org\/10.2196\/jmir.1978","DOI":"10.2196\/jmir.1978"},{"key":"e_1_3_3_10_1","doi-asserted-by":"crossref","unstructured":"Giat E. Yom-Tov E. (2018). Evidence from web-based dietary search patterns to the role of B12 deficiency in non-specific chronic pain: A large-scale observational study. Journal of Medical Internet Research 20(1) Article e4. https:\/\/doi.org\/10.2196\/jmir.8667","DOI":"10.2196\/jmir.8667"},{"key":"e_1_3_3_11_1","doi-asserted-by":"crossref","unstructured":"Grov C. Breslow A. S. Newcomb M. E. Rosenberger J. G. Bauermeister J. A. (2014). Gay and bisexual men\u2019s use of the Internet: Research from the 1990s through 2013. Journal of Sex Research 51(4) 390\u2013409. https:\/\/doi.org\/10.1080\/00224499.2013.871626","DOI":"10.1080\/00224499.2013.871626"},{"key":"e_1_3_3_12_1","volume-title":"Do you, Philly! Reaching YMSM on different social media platforms","author":"Hoffman C.","year":"2017","unstructured":"Hoffman C. (2017). Do you, Philly! Reaching YMSM on different social media platforms. Philadelphia Department of Public Health."},{"key":"e_1_3_3_13_1","doi-asserted-by":"crossref","unstructured":"Knox J. Chen Y. He Q. Liu G. Jones J. Wang X. Sullivan P. Siegler A. (2021). Use of geosocial networking apps and HIV risk behavior among men who have sex with men: Case-crossover study. JMIR Public Health and Surveillance 7(1) e17173. https:\/\/publichealth.jmir.org\/2021\/1\/e17173","DOI":"10.2196\/17173"},{"key":"e_1_3_3_14_1","doi-asserted-by":"crossref","unstructured":"Ko N.-Y. Koe S. Lee H.-C. Yen C.-F. Ko W.-C. Hsu S.-T. (2012). Online sex-seeking substance use and risky behaviors in Taiwan: Results from the 2010 Asia Internet MSM Sex Survey. Archives of Sexual Behavior 41(5) 1273\u20131282. https:\/\/doi.org\/10.1007\/s10508-012-9908-8","DOI":"10.1007\/s10508-012-9908-8"},{"key":"e_1_3_3_15_1","doi-asserted-by":"crossref","unstructured":"Lampos V. Yom-Tov E. Pebody R. Cox I. J. (2015). Assessing the impact of a health intervention via user-generated Internet content. Data Mining and Knowledge Discovery 29(5) 1434\u20131457. https:\/\/doi.org\/10.1007\/s10618-015-0427-9","DOI":"10.1007\/s10618-015-0427-9"},{"key":"e_1_3_3_16_1","doi-asserted-by":"crossref","unstructured":"Liau A. Millett G. Marks G. (2006). Meta-analytic examination of online sex-seeking and sexual risk behavior among men who have sex with men. Sexually Transmitted Diseases 33(9) 576\u2013584. https:\/\/doi.org\/10.1097\/01.olq.0000204710.35332.c5","DOI":"10.1097\/01.olq.0000204710.35332.c5"},{"key":"e_1_3_3_17_1","doi-asserted-by":"crossref","unstructured":"Magee J. C. Bigelow L. DeHaan S. Mustanski B. S. (2012). Sexual health information seeking online: A mixed-methods study among lesbian gay bisexual and transgender young people. Health Education & Behavior 39(3) 276\u2013289. https:\/\/doi.org\/10.1177\/1090198111401384","DOI":"10.1177\/1090198111401384"},{"key":"e_1_3_3_18_1","doi-asserted-by":"crossref","unstructured":"Nitzburg G. Weber I. Yom-Tov E. (2019). Internet searches for medical symptoms before seeking information on 12-step addiction treatment programs: A web-search log analysis. Journal of Medical Internet Research 21(5) Article e10946. https:\/\/doi.org\/10.2196\/10946","DOI":"10.2196\/10946"},{"key":"e_1_3_3_19_1","doi-asserted-by":"crossref","unstructured":"Pelleg D. Savenkov D. Agichtein E. (2013). Touch screens for touchy issues: Analysis of accessing sensitive information from mobile devices. In Proceedings of the Seventh International AAAI Conference on Weblogs and Social Media (pp. 496\u2013505). Association for the Advancement of Artificial Intelligence.","DOI":"10.1609\/icwsm.v7i1.14403"},{"key":"e_1_3_3_20_1","doi-asserted-by":"crossref","unstructured":"Shrestha R. Lim S. H. Altice F. L. Copenhaver M. Wickersham J. A. Saifi R. Ab Halim M. A. Naning H. Kamarulzaman A. (2020). Use of smartphone to seek sexual health information online among Malaysian men who have sex with men (MSM): Implications for mHealth intervention to increase HIV testing and reduce HIV risks. Journal of Community Health 45(1) 10\u201319. https:\/\/doi.org\/10.1007\/s10900-019-00713-x","DOI":"10.1007\/s10900-019-00713-x"},{"key":"e_1_3_3_21_1","doi-asserted-by":"crossref","unstructured":"Stahlman S. Grosso A. Ketende S. Mothopeng T. Taruberekera N. Nkonyana J. Mabuza X. Sithole B. Mnisi Z. Baral S. (2015). Characteristics of men who have sex with men in Southern Africa who seek sex online: A cross-sectional study. Journal of Medical Internet Research 17(5) Article e129. https:\/\/doi.org\/10.2196\/jmir.4230","DOI":"10.2196\/jmir.4230"},{"key":"e_1_3_3_22_1","doi-asserted-by":"crossref","unstructured":"Sullivan P. S. Driggers R. Stekler J. D. Siegler A. Goldenberg T. McDougal S. J. Caucutt J. Jones J. Stephenson R. (2017). Usability and acceptability of a mobile comprehensive HIV prevention app for men who have sex with men: A pilot study. JMIR mHealth and uHealth 5(3) e26. https:\/\/doi.org\/10.2196\/mhealth.7199","DOI":"10.2196\/mhealth.7199"},{"key":"e_1_3_3_23_1","doi-asserted-by":"crossref","unstructured":"Wagner M. Lampos V. Yom-Tov E. Pebody R. Cox I. J. (2017). Estimating the population impact of a new pediatric influenza vaccination program in England using social media content. Journal of Medical Internet Research 19(12) Article e416. https:\/\/doi.org\/10.2196\/jmir.8184","DOI":"10.2196\/jmir.8184"},{"key":"e_1_3_3_24_1","doi-asserted-by":"crossref","unstructured":"Wilkerson J. M. Smolenski D. J. Horvath K. J. Danilenko G. P. Simon Rosser B. R. (2010). Online and offline sexual health-seeking patterns of HIV-negative men who have sex with men. AIDS and Behavior 14(6) 1362\u20131370. https:\/\/doi.org\/10.1007\/s10461-010-9794-9","DOI":"10.1007\/s10461-010-9794-9"},{"key":"e_1_3_3_25_1","doi-asserted-by":"crossref","unstructured":"Wohlfeiler D. Hecht J. Volk J. Fisher Raymond H. Kennedy T. McFarland W. (2013). How can we improve online HIV and STD prevention for men who have sex with men? Perspectives of hook-up website owners website users and HIV\/STD directors. AIDS and Behavior 17(9) 3024\u20133333. https:\/\/doi.org\/10.1007\/s10461-012-0375-y","DOI":"10.1007\/s10461-012-0375-y"},{"key":"e_1_3_3_26_1","unstructured":"Woo J. (2013). Meet Grindr: How one app changed the way we connect. Lulu.com."},{"key":"e_1_3_3_27_1","doi-asserted-by":"publisher","DOI":"10.7551\/mitpress\/9780262034500.001.0001"},{"key":"e_1_3_3_28_1","unstructured":"Yom-Tov E. (2018). Screening for cancer using a learning internet advertising system. ArXiv. https:\/\/arxiv.org\/abs\/1802.09352v2"},{"key":"e_1_3_3_29_1","doi-asserted-by":"crossref","unstructured":"Yom-Tov E. Brunstein-Klomek A. Mandel O. Hadas A. Fennig S. (2018). Inducing behavioral change in seekers of pro-anorexia content using Internet advertisements: Randomized controlled trial. JMIR Mental Health 5(1) Article e6. https:\/\/doi.org\/10.2196\/mental.8212","DOI":"10.2196\/mental.8212"},{"key":"e_1_3_3_30_1","doi-asserted-by":"crossref","unstructured":"Yom-Tov E. Shembekar J. Barclay S. Muennig P. (2018). The effectiveness of public health advertisements to promote health: A randomized-controlled trial on 794 000 participants. npj Digital Medicine 1(1) Article 24. https:\/\/doi.org\/10.1038\/s41746-018-0031-7","DOI":"10.1038\/s41746-018-0031-7"}],"container-title":["Health Education &amp; Behavior"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/10901981211000312","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.1177\/10901981211000312","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.1177\/10901981211000312","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T07:34:20Z","timestamp":1777448060000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.1177\/10901981211000312"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021,4,3]]},"references-count":29,"journal-issue":{"issue":"5","published-print":{"date-parts":[[2021,10]]}},"alternative-id":["10.1177\/10901981211000312"],"URL":"https:\/\/doi.org\/10.1177\/10901981211000312","relation":{},"ISSN":["1090-1981","1552-6127"],"issn-type":[{"value":"1090-1981","type":"print"},{"value":"1552-6127","type":"electronic"}],"subject":[],"published":{"date-parts":[[2021,4,3]]}}}