Men are more likely to be shown online ads for high-paying executive jobs than women, according to Carnegie Mellon University researchers. The finding is a result of experiments with simulated user profiles to analyze targeted advertisements served by Google’s DoubleClick ad network on third-party websites.
The study shows that gender discrimination in the world of targeted ads is real. But the researchers don’t know who or what is responsible, Anupam Datta, associate professor of electrical and computer engineering said in a press release. Datta and his colleagues presented their results at the Privacy Enhancing Technologies Symposiumin Philadelphia last week.
The researchers have developed a tool called AdFisher. The tool creates hundreds of simulated users and then changes their preferences or online behavior so that the researchers can study the impact of those changes, such as a change in ads that the users receive.