Meta launches targeted ad technology with AI that avoids discriminating against users

Goal has launched an artificial intelligence that is responsible for preventing targeted ad technology from discriminating against users in its applications. The company wants its algorithm to no longer be biased and only show specific ads to a single cultural group. Mark Zuckerberg’s company is following the line of commitment that he has based on an agreement with the United States justice system.

“Meta delivers on its promise to reduce advertising discrimination through technology. The company is rolling out a Variance Reduction System (VRS) in the United States that ensures an ad’s actual audience more closely matches its eligible target audience, meaning it shouldn’t be unfairly biased toward certain cultural groups.. Once enough people have seen an ad, a machine learning system compares the aggregated demographics of viewers with those the marketers intended to reach. It then modifies the ad’s auction value (i.e. how likely you’ll see the ad) to show it more or less often to certain groups”, reports Engadget.

LOOK: Bet on augmented reality: Meta buys a company that manufactures lenses for smart glasses

In order to avoid the problems with the privacy of the users, the company has taken measures to adjust its system. “VRS continues to function during the execution of an advertisement. And yes, Meta is aware of potential privacy issues. It emphasizes that the system cannot see a person’s estimated age, gender, or ethnicity. Differential privacy technology also introduces ‘noise’ that prevents the AI ​​from learning individual demographic information over time”, he adds.

This system has been implemented after an agreement between the company and the US authorities due to accusations of discrimination. “The feature comes after more than a year of work together with the Department of Justice and the Department of Housing and Urban Development. Meta (then Facebook) was accused in 2019 of enabling discrimination in housing ads by allowing advertisers to exclude certain demographics, including those protected by the Fair Housing Act.“, Add.

LOOK: This is how Peru and other countries would look like supervillains, according to artificial intelligence

For this reason, Meta has eliminated its previous system and has developed this one that seeks to avoid discrimination against cultural groups. “In a June 2022 agreement, the social media giant said it would implement VRS and remove the ‘Special Ad Audience’ tool whose algorithm allegedly led to discrimination. Meta had already limited ad targeting in 2019 in response to another lawsuit”, affirms the medium.

The company will start in the United States with the sector that originated the accusations, as part of the agreement. “The anti-discrimination method will initially be applied to the housing advertisements that motivated the agreement. VRS will reach credit and employment ads in the country over the next year, says Meta”, he concludes.

Source: Elcomercio

Callum

I have worked in the news industry for over 10 years. I have a vast amount of experience in writing and reporting. I have also worked as an author for a number of years, writing about technology and other topics.

I am a highly skilled and experienced journalist, with a keen eye for detail. I am also an excellent communicator, with superb writing skills. I am passionate about technology and its impact on our world. I am also very interested in current affairs and the latest news stories.

I am a hardworking and dedicated professional, who always strives to produce the best possible work. I am also a team player, who is always willing to help out others.