Ecole d'ingénieur et centre de recherche en Sciences du numérique

Potential for discrimination in online targeted advertising

Speicher, Till; Ali, Muhammad; Venkatadri, Giridhari; Nunes Ribeiro, Filipe; Arvanitakis, George; Benevenuto, Fabricio; Gummadi, Krishna; Loiseau, Patrick; Mislove, Alan

FAT 2018, Conference on Fairness, Accountability, and Transparency, February 23-24, 2018, New-York, USA

Recently, online targeted advertising platforms like Facebook have been criticized for allowing advertisers to discriminate against users belonging to sensitive groups, i.e., to exclude users belonging to a certain race or gender from receiving their ads. Such criticisms have led, for instance, Facebook to disallow the use of attributes such as ethnic affinity from being used by advertisers when targeting ads related to housing or employment or financial services. In this paper, we show that such measures are far from sufficient and that the problem of discrimination in targeted advertising is much more pernicious. We argue that discrimination measures should be based on the targeted population and not on the attributes used for targeting. We systematically investigate the different targeting methods offered by Facebook for their ability to enable discriminatory advertising. We show that a malicious advertiser can create highly discriminatory ads without using sensitive attributes. Our findings call for exploring fundamentally new methods for mitigating discrimination in online targeted advertising. 

Document Bibtex

Titre:Potential for discrimination in online targeted advertising
Mots Clés:Discrimination, advertising, Facebook
Type:Conférence
Langue:English
Ville:New York
Pays:ÉTATS-UNIS
Date:
Département:Systèmes de Communication
Eurecom ref:5422
Copyright: © ACM, 2018. This is the author's version of the work. It is posted here by permission of ACM for your personal use. Not for redistribution. The definitive version was published in FAT 2018, Conference on Fairness, Accountability, and Transparency, February 23-24, 2018, New-York, USA
Bibtex: @inproceedings{EURECOM+5422, year = {2018}, title = {{P}otential for discrimination in online targeted advertising}, author = {{S}peicher, {T}ill and {A}li, {M}uhammad and {V}enkatadri, {G}iridhari and {N}unes {R}ibeiro, {F}ilipe and {A}rvanitakis, {G}eorge and {B}enevenuto, {F}abricio and {G}ummadi, {K}rishna and {L}oiseau, {P}atrick and {M}islove, {A}lan}, booktitle = {{FAT} 2018, {C}onference on {F}airness, {A}ccountability, and {T}ransparency, {F}ebruary 23-24, 2018, {N}ew-{Y}ork, {USA}}, address = {{N}ew {Y}ork, {\'{E}}{TATS}-{UNIS}}, month = {02}, url = {http://www.eurecom.fr/publication/5422} }
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