Palo Alto, CA — A 2 year study by the Palo Alto, CA-based Rundex Family Foundation has determined that the Internet behemoth Google, Inc., which is a subsidiary of the newly formed Alphabet Inc. might be discriminating against African-Americans on a number of its Internet platforms.
“We have done many marketing A/B tests with Google ad products and other ad products,” said Rundex’s Robert Colvin after the release of the 326 report entitled a Dialectical Analysis of Major Online Advertisers. “Key to all of this is how Google dynamically derives and publishes advertisements based on a proprietary algorithm. We compared the Google Ads CTR (Click Through Rates) and CPCs (Cost Per Clicks) with advertisers who only present static, non-derived ads, and the results were startling. And somewhat disturbing.”
Although Google maintains that it does not perform any “racial profiling” whatsoever, the public has to take the Internet giant’s word for it as their technology is 100% proprietary and private. However, in the tertiary data in the 326 page report researchers observed that Google Ad placements on websites netted significantly less clicks and revenue than other, non-dynamic advertising platforms. In some cases as much as 90% less than non-derived platforms.
“Why does this surprise anyone,” said Michael Noble of Nevada City, CA. “This is the kind of subtle stuff I have to deal with everyday. We’re second class citizens.”
Google had firm words for this study.
“It is important for everyone to understand that Google does not racially profile any of our users,” said Google Director of Communication Bethany Millbright reading from a prepared statement. “We are but the infrastructure delivering ads from one party to another, much like the telephone company. And after all, our motto is ‘don’t be evil.’ And we certainly are not. However we have little control over our partner networks who may or may not do unsavory things.”
Google’s ad programs AdWords, which allows advertisers to specify search criteria, and AdSense, which delivers the ads generate nearly $20 billion in revenue each year.