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The study revealed that personalized ads posted next to search results for African-American names, such as “Trevon Jones,” were more likely to promote services suggestive of criminal activity, such as background checks. One ad read, “Trevon Jones, Arrested?” reported the Boston Business Journal.
When researchers tested names such as “Jill” and “Geoffrey,” the personalized ads were neutral.
The study was reportedly funded by Google and the National Science Foundation.