Algorithmic Bias in International Advertising

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2024, Volume 2, Issue 4 : 1-5

Research Article

Algorithmic Bias in International Advertising

Vanessa R. Holmes

Imran Siddiqui

Clara Moretti

Department of Digital Ethics & Media Systems, University of Edinburgh, UK

School of AI, Marketing & Society, Indian Institute of Management, Ahmedabad, India

Faculty of Computational Sociology & Behavioral Markets, University of Rome, Italy

Abstract

Artificial intelligence (AI) has revolutionized digital advertising by enabling real-time targeting, automated segmentation, predictive engagement, and personalized messaging. However, algorithmic processes frequently reproduce or amplify social, cultural, racial, linguistic, and political biases—especially visible across international markets. This research examines forms and causes of algorithmic bias in global advertising systems, analyzing platforms such as Google Ads, Meta Ads, TikTok, and programmatic DSP networks. Using interviews with industry experts, content sampling across 14 countries, and documentation reviews, the study finds that algorithmic bias emerges through data asymmetry, cultural stereotypes in training sets, unequal digital access, language prioritization, and political filtering. A cross-cultural bias mitigation framework is proposed to support ethical global advertising.

Keywords

Algorithmic Bias

International Advertising

AI Marketing

Digital Ethics

Cross-Cultural Targeting

Data Fairness

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

All papers should be submitted electronically. All submitted manuscripts must be original work that is not under submission at another journal or under consideration for publication in another form, such as a monograph or chapter of a book. Authors of submitted papers are obligated not to submit their paper for publication elsewhere until an editorial decision is rendered on their submission. Further, authors of accepted papers are prohibited from publishing the results in other publications that appear before the paper is published in the Journal unless they receive approval for doing so from the Editor-In-Chief.

J. Int. Mark. Mark. Res. open access articles are licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. This license lets the audience to give appropriate credit, provide a link to the license, and indicate if changes were made and if they remix, transform, or build upon the material, they must distribute contributions under the same license as the original.

Recommended Articles

Cultural Resistance to Western Marketing Norms

Nadine El-Sharif,

Carlos Mendez

1-5

Cross-Cultural Influencer–Brand Partnerships

Laila Arsenault,

Omar Rahmani,

Mei-Lin Chen

1-6

Cross-Border Franchise Expansion Strategies

Lionel Schneider Schneider,