Zum Inhalt springen

Increasing Fairness in Targeted Advertising. The Risk of Gender Stereotyping by Job Ad Algorithms.

Author: Birner, N., Hod, S., Kettemann, M. C., Pirang, A., & Stock, F. (Eds.)
Published in: HIIG Impact Publication Series
Year: 2021
Type: Other publications
DOI: 10.5281/zenodo.4619894

Who gets to see what on the internet? And who decides why? These are among the most crucial questions regarding online communication spaces – and they especially apply to job advertising online. Targeted advertising on online platforms offers advertisers the chance to deliver ads to carefully selected audiences. Yet, optimizing job ads for relevance also carries risks – from problematic gender stereotyping to potential algorithmic discrimination. The winter 2021 Clinic Increasing Fairness in Targeted Advertising: The Risk of Gender Stereotyping by Job Ad Algorithms examined the ethical implications of targeted advertising, with a view to developing feasible, fairness-oriented solutions. The virtual Clinic brought together twelve fellows from six continents and eight disciplines. During two intense weeks in February 2021, they participated in an interdisciplinary solution-oriented process facilitated by a project team at the Alexander von Humboldt Institute for Internet and Society. The fellows also had the chance to learn from and engage with a number of leading experts on targeted advertising, who joined the Clinic for thought-provoking spark sessions. The objective of the Clinic was to produce actionable outputs that contribute to improving fairness in targeted job advertising. To this end, the fellows developed three sets of guidelines – this resulting document – that cover the whole targeted advertising spectrum. While the guidelines provide concrete recommendations for platform companies and online advertisers, they may also be of interest to policymakers.

Visit publication
Download Publication

Screen Shot 2023-04-14 at 9.24.48 PM

Connected HIIG researchers

Shlomi Hod

Ehem. Assoziierter Forscher: AI & Society Lab

Friederike Stock

Ehem. studentische Mitarbeiterin: Ethik der Digitalisierung | NoC

Nadine Birner

Ehem. Koordinatorin: Ethik der Digitalisierung | NoC

Matthias C. Kettemann, Prof. Dr. LL.M. (Harvard)

Forschungsgruppenleiter und Assoziierter Forscher: Globaler Konstitutionalismus und das Internet

Alexander Pirang

Ehem. Assoziierter Doktorand: AI & Society Lab

Aktuelle HIIG-Aktivitäten entdecken

Man sieht in Leuchtschrift das Wort "Ethical"

Digitale Ethik

Alle scheinen sich einig, dass die Neuen Zwanziger im Zeichen der Digitalisierung stehen werden. Wo stehen wir aktuell beim Thema digitale Ethik? Und was bedeuten diese umfassenden Änderungen unseres Agierens für die Demokratie?