Google Ad Delivery Can Show 'Racial Bias,' Says Harvard Study

Names often given to black babies, such as DeShawn, Darnell and Jermaine, generated ads suggesting an arrest record in 81 to 86 percent of the searches on one website and 92 to 95 percent on the other, Sweeney wrote.

By comparison, names "predominantly given to white babies," such as Geoffrey, Jill and Emma, tended to trigger ads with more neutral copy, such as "Looking for Emma Jones?" Of the searches involving the primarily white names, advertisements containing the word "arrest" appeared in 23 to 29 percent of the searches on one site and a range of 0 to 60 percent on the other, the study said.

Ummm...