Bidding Strategies with Gender Nondiscrimination: Constraints for Online Ad Auctions

Abstract

Interactions between bids to show ads online can lead to an advertiser's ad being shown to more men than women even when the advertiser does not target towards men. We design bidding strategies that advertisers can use to avoid such emergent discrimination without having to modify the auction mechanism. We mathematically analyze the strategies to determine the additional cost to the advertiser for avoiding discrimination, proving our strategies to be optimal in some settings. We use simulations to understand other settings.