Meta is following through on its promise to decrease ad discrimination via technology. In the United States, the business is introducing a Variance Reduction System (VRS) to guarantee that the actual audience for an ad more closely matches the qualifying target population — that is, it should not lean unjustly toward specific ethnic groups. After a sufficient number of individuals have seen an advertisement, a machine learning system compares the aggregate demographics of viewers to those the marketers planned to attract. It then modifies the ad’s auction value (the possibility of seeing the ad) to show it more or less often to certain groups.
