Lambrecht, A and Tucker, C E (2019) Algorithmic Bias? An Empirical Study of Apparent Gender-Based Discrimination in the Display of STEM Career Ads. Management Science, 65 (7). pp. 2966-2981. ISSN 0025-1909
Abstract
We explore data from a field test of how an algorithm delivered ads promoting job opportunities in the Science, Technology, Engineering and Math (STEM) fields. This ad was explicitly intended to be gender-neutral in its delivery. Empirically, however, fewer women saw the ad than men. This happened because younger women are a prized demographic and are more expensive to show ads to. An algorithm which simply optimizes cost-effectiveness in ad delivery will deliver ads that were intended to be gender-neutral in an apparently discriminatory way, due to crowding out. We show that this empirical regularity extends to other major digital platforms.
More Details
Item Type: | Article |
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Subject Areas: | Marketing |
Additional Information: |
© 2019 INFORMS
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Funder Name: | National Science Foundation |
Date Deposited: | 29 Mar 2018 11:55 |
Date of first compliant deposit: | 23 Mar 2018 |
Subjects: |
Advertising Algorithms |
Last Modified: | 21 Nov 2024 02:55 |
URI: | https://lbsresearch.london.edu/id/eprint/967 |