Is the Facebook Ad Algorithm a Climate Discourse Influencer?

Abstract

Sponsored climate discourse, driven by both climate contrarians and advocates, influences public attitudes towards climate change. We present an experimental study suggesting that the Facebook advertisement algorithm also influences climate discourse. The algorithm preferentially delivers ads to Facebook audiences in certain locations and demographics, at least partially based upon the ad image. Further, the algorithm is biased in terms of how it delivers ads featuring images of non-renewable sources of energy, and does not always fulfill targeting intentions as requested. This may result in inadvertent manipulation of ad delivery with consequences for climate discourse and algorithmic fairness.

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Cite

Text

Sankaranarayanan et al. "Is the Facebook Ad Algorithm a Climate Discourse Influencer?." NeurIPS 2023 Workshops: CompSust, 2023.

Markdown

[Sankaranarayanan et al. "Is the Facebook Ad Algorithm a Climate Discourse Influencer?." NeurIPS 2023 Workshops: CompSust, 2023.](https://mlanthology.org/neuripsw/2023/sankaranarayanan2023neuripsw-facebook/)

BibTeX

@inproceedings{sankaranarayanan2023neuripsw-facebook,
  title     = {{Is the Facebook Ad Algorithm a Climate Discourse Influencer?}},
  author    = {Sankaranarayanan, Aruna and Hemberg, Erik and Sapiezynski, Piotr and O'Reilly, Una-May},
  booktitle = {NeurIPS 2023 Workshops: CompSust},
  year      = {2023},
  url       = {https://mlanthology.org/neuripsw/2023/sankaranarayanan2023neuripsw-facebook/}
}