Delta, Kellogg join IBM pledge to fight bias in online ad targeting

OAKLAND, Calif. : Delta Air Lines Inc, Kellogg Co and several big ad agencies on Monday pledged to counteract unwanted biases in the algorithms that power their online advertising.

Growing use of automated software to buy ads, greater attention on diversity and the looming risk of scrutiny from consumer protection regulators has brought urgency to the issue. Advertisers acknowledge that tweaks could mean fewer clicks for some time, but that being more inclusive eventually will increase sales.

In a test, WPP Plc's Mindshare agency found an unnamed goods company would direct online ads to mostly women because female buyers were more common. Mindshare determined fairness could be improved by six times on a measure of disparate impact by including more male viewers, with the margin of error on predictions related to buyers widening by under two percentage points.

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