Is Fair Advertising Good for Platforms?
Is Fair Advertising Good for Platforms?
复制标题
公平广告对平台有利吗？
DOI：
--
复制
发表时间：
2021
期刊：
影响因子：
--
通讯作者：
Tridas Mukhopadhyay
中科院分区：
文献类型：
--
作者：
Di Yuan;Manmohan Aseri;Tridas Mukhopadhyay
有充分的经验证据表明，一些群体，如女性，不太可能看到与经济机会有关的广告，如就业广告或教育学位课程广告。更重要的是，广告中的这种偏见可能不是由于广告商的任何故意歧视。相反，它们可能是由于广告拍卖的性质而发生的。例如，对于梅西百货和塔吉特等零售商来说，女性是非常有利可图的客户；因此，这些零售商在女性印象的广告拍卖中出价非常高，因此赢得了大部分印象。因此，经济机会广告商，如雇主，最终会将其广告展示给剩余的(男性)用户。在本文中，我们分析了一些在Facebook、Google等广告平台上确保广告拍卖结果公平的流行方法。具体地说，我们试图理解这些公平广告方法如何影响不同利益相关者的激励和福利。文献中流行的公平概念，在我们的论文中被称为平等曝光，要求广告平台人为地提高经济机会广告商在广告拍卖中对女性印象的出价(或者赠送一些免费的女性印象)。出价的增加使有经济机会的广告商在女性印象上更具竞争力，并确保男性和女性都能平等地接触到经济机会广告。然而，要求一个利润最大化的平台人为地提高广告商的出价可能会导致该平台的收入损失。与这一传统观点相反，我们的结果表明，在广告中实施平等曝光公平可能会增加广告平台的利润。这是因为平等曝光公平加剧了经济机会广告商和零售广告商(例如梅西百货)之间的竞争。这种激烈的竞争导致两类广告商的广告支出都更高，从而增加了广告平台的利润。这一结果突显出，采取平等曝光公平符合广告平台的利益。
There is sufficient empirical evidence that some groups, e.g., females, are less likely to see advertisements related to economic opportunities, such as employment ads or education degree program ads. More importantly, such biases in advertisements may not be due to any deliberate discrimination by advertisers. Instead, they may occur due to the nature of ad-auctions. For example, females are very lucrative customers for retailers like Macy’s and Target; thus, these retailers place a very high bid in ad-auctions for female impressions and, therefore, win most of these impressions. As a result, an economic-opportunity advertiser, such as an employer, ends up showing its ad to the remaining (male) users. In this paper, we analyze some popular methods of ensuring fairness in the outcome of ad-auctions, on advertising platforms like Facebook, Google, etc. Specifically, we try to understand how these methods of fair-advertising affect the incentives and welfare of various stakeholders. A popular fairness notion in the literature, referred to as equal-exposure in our paper, requires the advertising platforms to artificially increase the bid of an economic-opportunity advertiser for female impressions in ad-auctions (or give away some free female impressions). The increased bid makes economic-opportunity advertisers more competitive against retailers on female impressions and ensures that both males and females are equally exposed to economic-opportunity ads. However, requiring a profit-maximizing platform to artificially increase the bid of an advertiser might lead to a loss of revenue for the platform. Contrary to this conventional wisdom, our results suggest that enforcing equal-exposure fairness in advertising might increase the profit of advertising platforms. This is because equal-exposure fairness intensifies the competition between an economic- opportunity advertiser and a retail advertiser (e.g., Macy’s). This intensified competition leads to a higher ad-spending by both types of advertisers, which increases the profit of the advertising platform. This result highlights that it is in the interest of the advertising platforms to adopt equal-exposure fairness.
构图下的公平性
DOI：
--
发表时间：
2019
期刊：
10th Innovations in Theoretical Computer Science Conference (ITCS 2019
影响因子：
--
作者：
Dwork, C;Ilvento, C
通讯作者：
Ilvento, C