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>> Google is giving machines more say in placing ads. On Tuesday, it introduced new ad buying tools powered by artificial intelligence that can decide when and where an ad should run and what it should say. Reuters' correspondent Paresh Dave.>> Advertisers so far have had no issues with the machine learning innovations.
They're excited to sort of shift some of the burden of humans going through all these different settings and making all these tweaks. Now the machine essentially can handle it, the computers, the algorithms, are making a lot of those decisions.>> But giving more decision power to machines is worrying consumer privacy advocates, who say it could inadvertently increase the risk of discrimination and privacy intrusions.
>> Google doesn't allow targeting ads to users based on their race and the machine though, might find these other attributes that are sort of a proxy for race. And even though no one has explicitly said don't show these ads to a particular race, the machine might learn that it's not lucrative to show a certain type of ad to people of a certain class, a protected class, a sensitive class, that becomes a issue.
>> Google is launching the new ad tools globally but in Europe the month old General Data Protection Regulation requires end users to consent to being the subject of some forms of automated decision making. The rule also requires transparency about data involved and an effort to prevent bias. Though it's not yet clear what will be covered under it and whether these new tools are within the rules boundaries.