Chapter 3

Who Sees This Ad?

When companies post job ads on social media, the platform's algorithm decides which users see them. That delivery process is not always fair.

You will see real-style job ads as they might appear on a social media platform in different European countries.

For each ad, guess which demographic group the algorithm delivered it to more heavily: mostly women, mostly men, or roughly equal.

We will visit five countries. You might be surprised how much geography and culture shape algorithmic outcomes.

Who saw this ad more?

Summary

Ad delivery bias across Europe

Average delivery split by country, across all ads tested

Key finding: Ad delivery algorithms systematically reproduce gender stereotypes, routing ads with caring and supportive language to women and ads with assertive and technical language to men. However, this effect is moderated by national context. More egalitarian countries show less biased delivery. The platform does not simply reflect individual preferences. It reflects, and amplifies, cultural norms.

Next: Fair Hire? All games