Facebook’s ad targeting systems automatically skew the delivery of ads based on gender, race and other characteristics, even when advertisers specify that they’d like their ads to run in front of a broad audience, a new study concluded.
Researchers from Northeastern University, the University of California and the digital rights nonprofit Upturn spent more than $8,500 on Facebook ads to see how ads were delivered through Facebook’s systems even when they controlled for factors like their targeting parameters, bidding strategies and the ads’ runtimes.
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