News@Northeastern: Your Gender And Race Might Be Determining Which Facebook Ads You See. “The research was troubling. It showed that the group of users to whom Facebook chose to show ads can be skewed along gender and racial lines, in potential violation of federal laws that prevent discrimination in ads for employment, housing, and credit. A Northeastern team tested Facebook’s advertising system with a series of online advertisements. As the researchers tweaked the images, Facebook’s system presented the ads more predominantly to specific racial and gender groups.” This is not the researchers intentionally microtargeting. This is Facebook’s own algorithm doing this.