Toward Controlling Discrimination in Online Ad Auctions
This addresses ethical and legal issues in online advertising for platforms and advertisers, representing an incremental improvement with a novel method for a known bottleneck.
The paper tackles discrimination in online ad auctions by proposing a constrained auction framework that maximizes platform revenue while ensuring fair audience distribution across sensitive types like gender or race, achieving uniform coverage with minor revenue loss and small audience changes in empirical tests on the A1 Yahoo! dataset.
Online advertising platforms are thriving due to the customizable audiences they offer advertisers. However, recent studies show that advertisements can be discriminatory with respect to the gender or race of the audience that sees the ad, and may inadvertently cross ethical and/or legal boundaries. To prevent this, we propose a constrained ad auction framework that maximizes the platform's revenue conditioned on ensuring that the audience seeing an advertiser's ad is distributed appropriately across sensitive types such as gender or race. Building upon Myerson's classic work, we first present an optimal auction mechanism for a large class of fairness constraints. Finding the parameters of this optimal auction, however, turns out to be a non-convex problem. We show that this non-convex problem can be reformulated as a more structured non-convex problem with no saddle points or local-maxima; this allows us to develop a gradient-descent-based algorithm to solve it. Our empirical results on the A1 Yahoo! dataset demonstrate that our algorithm can obtain uniform coverage across different user types for each advertiser at a minor loss to the revenue of the platform, and a small change to the size of the audience each advertiser reaches.