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Meta agrees to alter ad technology

Pays a $115,054 penalty in settlement with US justice department
Meta will — for the first time — change its ad delivery system to address algorithmic discrimination.
Meta will — for the first time — change its ad delivery system to address algorithmic discrimination.
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New York Times News Service   |   San Francisco   |   Published 23.06.22, 01:27 AM

Meta on Tuesday agreed to alter its ad technology and pay a penalty of $115,054, in a settlement with the justice department over claims that the company’s ad systems had discriminated against Facebook users by restricting who was able to see housing ads on the platform based on their race, gender and ZIP code.

Under the agreement, Meta, the company formerly known as Facebook, said it would change its technology and use a new computer-assisted method that aims to regularly check whether those who are targeted and eligible to receive housing ads are, in fact, seeing those ads.

The new method, which is referred to as a “variance reduction system”, relies on machine learning.

“Meta will — for the first time — change its ad delivery system to address algorithmic discrimination,” Damian Williams, a US attorney for the southern district of New York, said in a statement.



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