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Meta Launches Live Roll-Out of VRS System to Mitigate Unintended Bias in Ad Exposure

Meta Launches Live Roll-Out of VRS System to Mitigate Unintended Bias in Ad Exposure
Hotspex Media Team

Meta Launches Live Roll-Out of VRS System to Mitigate Unintended Bias in Ad Exposure

TLDR
  • After developing the system in partnership with the Department of Justice for more than a year, Meta has now released the first stage of live deployment for its Variance Reduction System (VRS) for housing ads, which is designed to reduce bias, and increase the equitable distribution of ads across Meta’s apps.
Brief

Meta’s VRS system measures the actual audience reach for each ad, and ensures a broader spread of exposure, based on various audience factors. In essence, the system ensures that housing ads are not being limited to certain ethnic or socioeconomic groups by Meta’s ad targeting AI process, by measuring the overall ad exposure, and matching that against audience data based on US Census statistics on race and ethnicity. There’s a lot to it you can read more about the technical considerations at play in this whitepaper, which outlines how the VRS system works, and the various elements it’s working to balance.

Pinterest and LiveRamp pilot a new clean room solution with Albertsons Media Collective

TLDR
  • The digital advertising industry has relied on cookies as a measurement tool for years. But as consumer behavior evolves, marketers have to evolve with it.
Brief

Today, Reddit announces a new partnership with LiveRamp to pilot clean rooms for select advertising partners. Collective.  Pinterest's integration with LiveRamp provides a protected, third-party space where brands like Albertsons can join their first-party data and Pinterest platform data in a secure environment. The clean room keeps data private, and provides aggregated insight into ad performance. Because the neutral clean room environment offers advanced privacy controls, neither party’s personally identifiable sales and campaign data is visible to the other party. 

Twitter to Relax Ban on Political Ads

TLDR
  •  Twitter said on Tuesday that it would begin relaxing its longstanding ban on political ads, allowing advocacy groups and elected officials to resume promotions focused on specific causes.
Brief

Twitter, which was acquired by Elon Musk in October, had banned some forms of political advertising in 2019. At the time, the company argued that political influence should be earned rather than bought, with politicians gaining audiences by drumming up genuine interest in what they had to say instead of using money to amplify their messages. Twitter said on Tuesday that it would begin to permit cause-based advertising, which allows marketers to promote content about political issues.

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