This is pretty darn fascinating.
The experiment unearthed compelling evidence that Google’s email service would give radically different advertising to different people, based on them having an ethnic name. In the last couple of weeks, I’ve repeated the experiment in the UK, to see if the results came out the same.
The results were stark, and similar to the original experiment – for example, an email sent by “Robert Howe” saying “Need Cash” gets foreign exchange solutions for business advertised to him; the same email sent by “Segun Akinkube” gets offered Payday Loans. Neither of the ads repeated in each other’s preferences; Segun & Robert got completely different ads served to them, when all other factors were the same. Why? That’s a question for Google to answer.
[Read more: blogs.telegraph]
- UK Writer Repeats Gmail “Racial Profiling” Claim Against Google (marketingland.com)
- Google’s “racial profiling” issue hints at invasive ad targeting (stateofsearch.com)