Fewer women than ads shown online paying jobs related to: Study

Fewer women compared to men online advertisements promising well-paid jobs are displayed, a new study from Google ads by researchers, including those of Indian origin, has found.

Experiments conducted by Carnegie Mellon University showed that significantly fewer women than men are shown online ads promising to help them get well paid more than USD 200 000 jobs, raising questions about the fairness of targeting ads online.

The study of ads from Google, using a tool called AdFisher CMU developed profiles that experiments with simulated users running, states that gender discrimination was real, said Anupam Datta, associate professor of computer science and electrical engineering professor and computing.

"This just came out of nowhere," Datta Find gender discrimination, which was part of a larger study of the operation of the Web page of Google Ad Options, formerly Ad Preferences said.

"Many of the important decisions about the ads we see are being made by online systems. The oversight of these" black boxes "is necessary to ensure that do not compromise our values," Datta said.

The study used the tool to run automated AdFisher 21 experiments evaluated Settings ads, Google created a web page to give users some control over the ads were delivered.

AdFisher creates hundreds of simulated users, allowing researchers to conduct experiments based on the browser that can identify various effects of changes in preferences or behavior online.

To study the impact of gender, researchers used AdFisher to create 1,000 simulated users - Average designated male, half female - and we had to visit 100 sites higher employment.

When AdFisher then reviewed the ads that show simulated users, the site most strongly associated with male profiles was a professional advice for executive positions that pay over $ 200,000.

"The male users high-paying ads work on 1,800 times is compared with users who saw those ads about 300 times," said Amit Datta, a doctoral student in electrical and computer engineering.

In comparison, the ads associated with female profiles were for a generic service offering work and a car dealership.

These discrepancies could come from the advertiser or Google system to guide the selection of men, the researchers said. The study was published in the Proceedings of magazines on Privacy Enhancing Technologies.A