USENIX Safety '17 – Exploring Consumer Perceptions of Discrimination in On-line Focused Promoting



Angelisa C. Airplane, Elissa M. Redmiles, and Michelle L. Mazurek, College of Maryland; Michael Carl Tschantz, Worldwide Laptop Science Institute

Focused internet marketing now accounts for the biggest share of the promoting market, beating out each TV and print advertisements. Whereas focused promoting can enhance customers’ on-line buying experiences, it might probably even have adverse results. A plethora of current work has discovered proof that in some circumstances, advertisements could also be discriminatory, main sure teams of customers to see higher affords (e.g., job advertisements) primarily based on private traits corresponding to gender. To develop insurance policies round promoting and information advertisers in making moral selections, one factor we should higher perceive is what considerations customers and why. In an effort to reply this query, we performed a pilot research and a multi-step foremost survey (n=2,086 in complete) presenting customers with completely different discriminatory promoting situations. We discover that general, 44% of respondents had been reasonably or very involved by the situations we introduced. Respondents discovered the situations considerably extra problematic when discrimination occurred on account of specific demographic concentrating on fairly than in response to on-line conduct. Nevertheless, our respondents’ opinions didn’t differ primarily based on whether or not a human or an algorithm was answerable for the discrimination. These findings counsel that future coverage paperwork ought to explicitly deal with discrimination in focused promoting, regardless of its origin, as a major person concern, and that company responses that blame the algorithmic nature of the advert ecosystem is probably not useful for addressing public considerations.

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