Google "Racist"?: If So, How Will It Affect Your Results?
 

http://www.bbc.co.uk/news/technology-21322183

"Google searches expose racial bias, says study of names"

"A study of Google searches has found "significant discrimination" in results depending on the perceived race of names searched for.

Harvard professor Latanya Sweeney said names typically associated with black people were more likely to produce ads related to criminal activity.

In her paper, Prof Sweeney suggested that Google searches may expose "racial bias in society".

Google's advertising model is based on keywords and user behaviour.

The study analysed the type of advertisements that appeared on Google when certain names were searched for.

It looked at Google.com's core search engine, as well as the search function of Reuters.com - which also displays Google's advertising.

Prof Sweeney's investigation suggests that names linked with black people - as defined by a previous study into racial discrimination in the workplace - were 25% more likely to have results that prompted the searcher to click on a link to search criminal record history.

She found that names like Leroy, Kareem and Keisha would yield advertisements that read "Arrested?", with a link to a website which could perform criminal record checks.

Searches for names such as Brad, Luke and Katie would not - instead more likely to offer websites that can provide general contact details.

"There is discrimination in the delivery of these ads," concluded Prof Sweeney, adding that there was a less than 1% chance that the findings could be based on chance.

"Alongside news stories about high school athletes and children can be ads bearing the child's name and suggesting arrest. This seems concerning on many levels."
User habits

However, she was reluctant to pinpoint a cause for the discrepancies, saying that to do so required "further information about the inner workings of Google AdSense".

She noted that one possible cause may be Google's "smart" algorithms - technology which automatically adapts advertising placement based on mass-user habits.

In other words, it may be that the search engines are reflecting society's own prejudices - as the results Google serves up are often based on the most popular links previous users have clicked on.

"Over time, as people tend to click one version of ad text over others, the weights change," Prof Sweeney explained.

"So the ad text getting the most clicks eventually displays more frequently."

She argued that technology should be used to counteract this effect.

"In the broader picture, technology can do more to thwart discriminatory effects and harmonise with societal norms.

"Ads responding to name searches appear in a specific information context and technology controls that context."

Google is yet to comment on Prof Sweeney's research."

:2 cents:

Seems legit to me.

Why wouldn't a colored person want to know what to do after they've been arrested? They're all gonna end up in cuffs at some point in their life, best to offer them advice now before it happens, than afterwards.

They also show ads for food stamp applications, watermelon farms, KFC and crack cocaine rehab facilities, again, nothing wrong with that.

/sarcasm

Fuck off Marion.

I posted the OP because I'm wondering since this is apparently the case and there is nothing that marketers can do about it, how can it be monitized? Or can it be? Seems like there should be some niche which would pay well as the result of the way athe search engine is operating.

???????????

Don't the ad companies bid on placement and keywords, not Google?...

Let he who is among us and can perceive the race of that name cast the first stone.

Oh wait...

I second this.

The robot just cares about relations, it can care less what those relations are. Logic at its finest. The User's are to blame for the robots output.