Towards Fairness in Personalized Ads Using Impression Variance Aware Reinforcement Learning

Variances in ad impression outcomes across demographic groups are increasingly considered to be potentially indicative of algorithmic bias in personalized ads systems. While there are many definitions of fairness that could be applicable in the context of personalized systems, we present a framework which we call the Variance Reduction System (VRS) for achieving more equitable outcomes in Meta's ads systems. VRS seeks to achieve a distribution of impressions with respect to selected protected class (PC) attributes that more closely aligns the demographics of an ad's eligible audience (a function of advertiser targeting criteria) with the audience who sees that ad, in a privacy-preserving manner. We first define metrics to quantify fairness gaps in terms of ad impression variances with respect to PC attributes including gender and estimated race. We then present the VRS for re-ranking ads in an impression variance-aware manner. We evaluate VRS via extensive simulations over different parameter choices and study the effect of the VRS on the chosen fairness metric. We finally present online A/B testing results from applying VRS to Meta's ads systems, concluding with a discussion of future work. We have deployed the VRS to all users in the US for housing ads, resulting in significant improvement in our fairness metric. VRS is the first large-scale deployed framework for pursuing fairness for multiple PC attributes in online advertising.

Prosocial Norm Emergence in Multiagent Systems

Multiagent systems provide a basis of developing systems of autonomous entities and thus find application in a variety of domains. We consider a setting where not only the member agents are adaptive but also the multiagent system itself is adaptive. Specifically, the social structure of a multiagent system can be reflected in the social norms among its members. It is well recognized that the norms that arise in society are not always beneficial to its members. We focus on prosocial norms, which help achieve positive outcomes for society and often provide guidance to agents to act in a manner that takes into account the welfare of others. Specifically, we propose Cha, a framework for the emergence of prosocial norms. Unlike previous norm emergence approaches, Cha supports continual change to a system (agents may enter and leave), and dynamism (norms may change when the environment changes). Importantly, Cha agents incorporate prosocial decision making based on inequity aversion theory, reflecting an intuition of guilt from being antisocial. In this manner, Cha brings together two important themes in prosociality: decision making by individuals and fairness of system-level outcomes. We demonstrate via simulation that Cha can improve aggregate societal gains and fairness of outcomes.