Online advertisement in a pink-colored market

It is surprising that women are often charged more for products and services marketed explicitly to them. This phenomenon, known as the pink tax, is a major issue that questions women’s buying power. Nevertheless, it is not just limited to physical products – even online advertising can be subject to this type of gender-price discrimination. That is where our research comes in. We have developed a new methodology to measure what we call the digital marketing pink tax – the additional expense of delivering advertisements to female audiences. Analyzing data from Facebook advertising platforms across 187 countries and 40 territories shows this issue is systematic. Particularly, the digital marketing pink tax is prevalent in 79