This happens. While I don't advertise for jobs, I do advertise a product, and the reality is that certain demographics perform better against our KPIs, and certain creative resonates better with certain audiences.
What we have to reconcile is how to balance the targeting capability and advantage of using that targeting capability against the legal and ethical considerations.
So for example, there's probably a difference between "let's target all of these age brackets with creative that is most relevant to them" vs. "let's target 18-34 men and explicitly exclude everyone else." The difficult part is there's a lot of gray area there. What if one segment performs horribly? Should you exclude them? What if someone has a bias? Can they just run intentionally bad creative or poorly targeted ads against the demographics they don't want to create a self-fulfilling prophecy?
Things are not black and white, but it is encouraging to see the discussion being had.
What we have to reconcile is how to balance the targeting capability and advantage of using that targeting capability against the legal and ethical considerations.
So for example, there's probably a difference between "let's target all of these age brackets with creative that is most relevant to them" vs. "let's target 18-34 men and explicitly exclude everyone else." The difficult part is there's a lot of gray area there. What if one segment performs horribly? Should you exclude them? What if someone has a bias? Can they just run intentionally bad creative or poorly targeted ads against the demographics they don't want to create a self-fulfilling prophecy?
Things are not black and white, but it is encouraging to see the discussion being had.