Online advertising on platforms such as Google or Facebook has become an indispensable outreach tool, including for applications where it is desirable to engage different demographics in an equitable fashion, such as hiring, housing, civic processes, and public health outreach efforts. Somewhat surprisingly, the existing online advertising ecosystem provides very little support for advertising to (and recruiting) a demographically representative cohort. We study the problem of advertising for demographic representativeness from both an empirical and algorithmic perspective. In essence, we seek fairness in the outcome or
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