The new system is part of Meta’s settlement with the DOJ.
Things came to a head when the Department of Housing and Urban Development in 2019. Last year, the DOJ, which represents the HUD, reached a settlement with Meta that requires the company to develop a new system to “address racial and other disparities caused by its use of personalization algorithms in its ad delivery system.”
In this most recent announcement, Meta explains that its updated system uses “new machine learning technology” when serving ads, ensuring that an ad’s actual audience more accurately reflects the “eligible” target audience.the VRS will measure the aggregate age, gender, and estimated race or ethnicity distribution of the group.
“This groundbreaking resolution sets a new standard for addressing discrimination through machine learning,” US attorney Damian Williams says in a statement. “We appreciate that Meta agreed to work with us toward a resolution of this matter and applaud Meta for taking the first steps towards addressing algorithmic bias.”
According to Meta, the VRS won’t have access to users’ age, gender, or race and will measure estimated race or ethnicity using something a tool called the
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