Meta has now introduced its new Variance Reduction System (VRS), ensuring a more equitable distribution of advertisements on its platforms.
The conglomerate has initiated this step as it has been facing various allegations in this regard.
It was a belief that company is excluding certain groups from its marketing campaigns. As a result, it faced a lawsuit by the Department of Housing and Urban Development (HUD) in 2019.
In this most recent announcement, Meta explains that its updated system uses “new machine learning technology” when serving ads, ensuring that an ad’s actual audience more accurately reflects the “eligible” target audience.
We’ve worked with the DOJ over the past year to develop new technology that helps distribute ads in a more equitable way on our apps. We’re launching this in the US first for housing ads, and we’ll expand it later to employment and credit ads.https://t.co/scF6mc8gQG
— Meta Newsroom (@MetaNewsroom) January 9, 2023
Moreover, through the new system, Meta will be able to get data on the age, gender, race or ethnicity of its viewers.
The data will be then compared with those who are eligible to see particular content and then the system will adjust the distribution accordingly.
“This groundbreaking resolution sets a new standard for addressing discrimination through machine learning,” US attorney Damian Williams says in a statement. “We appreciate that Meta agreed to work with us toward a resolution of this matter and applaud Meta for taking the first steps towards addressing algorithmic bias.”
The court will oversee all the actions of the platform in this regard.