Meta implements AI technology targeting new advertising objectives

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Ngày cập nhật gần nhất: 15/4/2026

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Meta deploys AI targeting technology in advertising efforts to reduce discrimination

Meta, the parent company of Facebook, is deploying AI technology targeting new advertising objectives called VRS in hopes of reducing discriminatory advertising practices among different target groups.

Specifically, Meta is deploying the VRS (Variance Reduction System) in the United States to ensure that the real target audience of advertising will be appropriate and qualified groups. This means that Meta's advertising will no longer unfairly favor certain cultural groups as it did before.

Meta deploys AI targeting technology in advertising efforts to reduce discrimination

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As such, once enough ad viewers are accumulated, Meta's machine learning system will compare the demographic synthesis of the ad viewers with the individuals marketers intend to reach. Then, VRS will adjust the auction value of advertisements to display more or less frequently to certain user groups.

While VRS will operate throughout the ad running process, the company emphasizes that the system cannot track an individual's age, gender, or ethnicity. The introduced 'noise' security technology will prevent AI from learning individuals' demographic information over time.

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This new advertising system will initially be applied to real estate ads and will target credit and employment ads in the United States in the coming year.

Aside from Meta, Google has also ceased targeted advertising for credit, real estate, and employment ads since 2020. According to Mytour's predictions, other internet services may deploy AI technology similar to Meta's to curb discriminatory ads in the future.

Frequently Asked Questions

What is the Variance Reduction System (VRS) deployed by Meta?

The Variance Reduction System (VRS) is an AI technology implemented by Meta to enhance advertising practices. It aims to minimize discrimination in ad targeting by ensuring that advertisements reach appropriate and qualified demographic groups, moving away from biases present in previous methods.

How does Meta's VRS affect the frequency of advertisements shown to different groups?

Meta's VRS adjusts the auction value of advertisements based on a comparison between the demographic synthesis of ad viewers and the intended audience. This means ads may be displayed more or less frequently to specific user groups depending on their demographic fit.

What measures does VRS take to protect individual demographic information?

The VRS employs 'noise' security technology to prevent the AI from learning or tracking individuals' age, gender, or ethnicity. This ensures that the system operates without compromising users' personal demographic data over time.

In which areas will Meta initially apply the VRS technology?

Initially, the VRS technology will be applied to real estate advertisements. In the following year, it is expected to extend to credit and employment ads within the United States, reflecting a broader commitment to equitable advertising practices.

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