San Francisco: In a new study, researchers at the University of Southern California found that Facebook's ad delivery system discriminates against women, reports The Verge.

Facebook Inc. disproportionately shows certain types of job ads to men and women, researchers have found, calling into question the company’s progress in rooting out bias in its algorithms.

The team of researchers bought ads on Facebook for delivery driver job listings that had similar qualification requirements but for different companies.

The findings showed that Facebook targeted the Instacart delivery job to more women and the Domino's delivery job to more men.

According to the researchers, Instacart has more female drivers but Domino's has more male drivers.

"Facebook's ad delivery can result in skew of job ad delivery by gender beyond what can be legally justified by possible differences in qualifications," the researchers wrote, "thus strengthening the previously raised arguments that Facebook's ad delivery algorithms may be in violation of anti-discrimination laws." In a similar experiment on Microsoft-owned LinkedIn, the researchers found that the professional networking platform showed the Domino's listing to as many women as it showed the Instacart ad.

A Facbeek spokesperson said in a statement that their system takes into account "many signals to try and serve people ads they will be most interested in, but we understand the concerns raised in the report".

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