In 2022, of Meta’s total billing, 90 percent corresponded to advertising revenue.
Meta’s revenues were approximately $117 billion.
Meta generated $114.93 billion in advertising revenue that year.
On Thursday, the women’s truckers’ association accused Meta of displaying ads on Facebook and “routinely discriminating” against women, according to a complaint filed before a judge in the United States, at the Equal Employment Opportunity Commission.
Advertising on social networks has become a widely used strategy today, where without a doubt, Meta, especially its social network Facebook It is one of the favorites and they already have more than two thousand 900 million monthly users.
In this sense, specialists point out that this type of reach is not found on other platforms, since users of Facebook are quite faithful and stable, so 66 percent of monthly active users access it every day. In addition, according to their data, the Facebook mobile app is one of the free applications with the most downloads in the App Store.
Advertising on Facebook is a series of ads that a business or company makes, within this social network, to promote their products or services and find potential customers.
In the same way as Google, Facebook has an algorithm that is responsible for delivering ads to people with greater possibility of being interested in the message, converting into customers or taking the action that the advertiser expects.
They sue Meta
The organization, “Real Women in Trucking“, claimed that women are much less likely to see Facebook ads for blue-collar jobs or jobs that historically exclude women, according to the complaint.
“Women receive a disproportionate share of advertisements for low-paying jobs in social services, food services, education and health care, especially administrative positions that are historically considered women’s jobs,” the association said in its complaint.
In that sense, they explain that the Facebook algorithm regularly acts like recruiters in the 1960s that they identified jobs as ‘masculine’ or ‘feminine’ based on gender stereotypes or indicated their preferences for hiring younger workers.
The complaint also alleged that Meta is much less likely to feature older people in any type of job advertisements.
In that sense, in the United States, the civil rights law prohibits targeted ads based on gender or age.
In response to the complaint, Meta responded to the allegations in a written statement that said: “Addressing fairness in ads is a challenge for across the industry and we have been collaborating with civil rights, academic and regulatory groups to promote fairness in our ad system.”
The company added that it is “actively building technology designed to make further progress in this area.”
This isn’t Meta’s first run-in with allegations of advertising discrimination, remember that the tech giant settled a Justice Department lawsuit in June that accused Meta of running racially-targeted housing ads.
Meta also paid $5 million in five different lawsuits in 2019 that centered on the placement of discriminatory ads.
And this is how social networks, regardless of the country where they are used, are being fully regulated by various entities that are evaluating everything that happens in this digital world, with the aim of improving the user experience.
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