Meta Deploys Machine Learning Tech To Thwart Facebook Ad Discrimination

Meta Platforms, Inc META had created a Variance Reduction System (VRS) to help advance the equitable distribution of Facebook ads under a settlement with the Department of Justice (DOJ), representing the U.S. Department of Housing and Urban Development (HUD).
After more than a year of collaboration with the DOJ, Meta launched the VRS in the U.S. for housing ads.
Over the coming year, Meta will extend its use to U.S. employment and credit ads.
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Meta said it plans to expand the new machine-learning system to employment and credit ads, the Wall Street Journal reports.
The VRS uses new machine learning technology in ad delivery so that the actual audience that sees an ad more closely reflects the eligible target audience for that ad.
After a large enough group of people sees the ad, the VRS measures the aggregate demographic distribution of those who have seen the ad.
The VRS relies on Bayesian Improved Surname Geocoding (BISG) that respects people’s privacy.
In addition to agreeing to build the new ad-delivery system, Meta in June also agreed to pay a civil penalty of $115,054, the maximum available under the Fair Housing Act.
Meta also agreed to stop using a tool for housing ads called “Special Ad Audience.”
Price Action: META shares traded lower by 1.21% at $127.90 in the premarket on the last check Tuesday.