AI Fairness 360

Marketers who are curious about the bias in their campaign targeting can put their media plans to the test by running them through a free open-source toolkit built by IBM. The idea behind using the tool, dubbed the Advertising Toolkit for AI Fairness 360, is to stay a step ahead of regulation by making sure the ad industry roots out bias in campaign planning, especially the invisible kind that can be amplified by a reliance on data segments (even a marketer’s first-party data) and black box algorithms.

AI can help mitigate bias in advertising – but it’s still early days. On Wednesday, IBM Watson Advertising and the 4A’s released findings from a six-month research project that used AI to analyze data from The Ad Council’s “It’s Up to You” COVID-19 vaccine education campaign.