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Meta Ensures Fair Distribution Of Ads Across Platforms By Adopting Machine Learning-Powered Technology

This week, Meta released a statement about how hard it was working to ensure fair distribution of ads across its systems.

The tech giant says it’s now making use of technology that’s based on the likes of machine learning. It started to discuss all of this during the latter part of June and now, the feature is working live and adding ads based on this technology in America.

The Vice President for civil rights mentioned on Monday how such technology is best for crediting and adding ads across America and it hopes it’s going to be functional this year.


The country’s Justice Department mentioned how it was reaching a settlement with the tech giant in June of 2022, as a part of a complaint that had been filed in the year 2018. This was regarding ad target options that were being used in a discriminatory manner by Facebook at that time.

The complaint was linked to setting out new ads but similar issues were being raised in regard to credit ads and those having to do with employment. Meta did mention during that time how it was going to apply the plan that it shared to settle categories of all these types.

This is definitely a major step in terms of development as it highlights a crucial step toward the efforts of the Justice Department to keep tech giant Meta accountable for such unlawful and biased behavior that was discriminatory for ad delivery. They vowed to hold the tech giant responsible for such actions as it failed to address the matter that goes against the country’s laws for civil rights.
Now, seeing Meta take a big leap ahead and set out a new standard for addressing the matter via machine learning is definitely going to work out well. The District Attorney of New York says they’re happy Meta is working by their side to address the matter on their ad platforms. They hope to use such tools at their disposal to address the matter too.

Advertisers have already limited the number of options present for targeting specific audiences on platforms when they begin their campaigns. Common methods include age restriction, gender, or even the use of a ZIP code. The new technique would allow for more fair distribution of advertisements through such delivery processes for ads.

Read next: Social Media Reprograms Children’s Brains And Gets Them Hooked On ‘Likes’, New Study Claims

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