Description: Meta's automated ad platform "Advantage Plus" caused advertisers to exceed their daily ad budgets. The cost per impressions (CPMs) surged far above the usual. This incident, which persisted into April, affected small businesses with overspending and lack of transparency.
Entities
View all entitiesAlleged: Meta and Facebook developed and deployed an AI system, which harmed small businesses and Advertisers.
Incident Stats
Risk Subdomain
A further 23 subdomains create an accessible and understandable classification of hazards and harms associated with AI
7.3. Lack of capability or robustness
Risk Domain
The Domain Taxonomy of AI Risks classifies risks into seven AI risk domains: (1) Discrimination & toxicity, (2) Privacy & security, (3) Misinformation, (4) Malicious actors & misuse, (5) Human-computer interaction, (6) Socioeconomic & environmental harms, and (7) AI system safety, failures & limitations.
- AI system safety, failures, and limitations
Entity
Which, if any, entity is presented as the main cause of the risk
AI
Timing
The stage in the AI lifecycle at which the risk is presented as occurring
Post-deployment
Intent
Whether the risk is presented as occurring as an expected or unexpected outcome from pursuing a goal
Unintentional
Incident Reports
Reports Timeline
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It was Valentine's Day when Meta's ad platform started going off the rails. RC Williams, the co-founder of the Philadelphia-based marketing agency 1-800-D2C, had set one of Meta's automated ad tools to run campaigns for two separate clients…
Variants
A "variant" is an AI incident similar to a known case—it has the same causes, harms, and AI system. Instead of listing it separately, we group it under the first reported incident. Unlike other incidents, variants do not need to have been reported outside the AIID. Learn more from the research paper.
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