A Systematic Investigation of Bias in Large Language Models for Advertising Relevance

arXiv:2610.07544v1 Announce Type: new Abstract: Large language models (LLMs) are increasingly used to judge how well an advertisement matches a query, but the fairness of these judgments has received limited attention. We conduct a systematic study of fairness in relevance judgments made by LLMs for queries and advertisements. Our counterfactual framework examines the effects of advertiser identity and possible popularity, input language, and demographic wording. We study GPT-4o as a categorical relevance judge and a Qwen-7B model trained specifically for relevance prediction. The advertiser a

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