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Get Our NewsletterWIRED’s biggest stories delivered to your inbox. They look for violence in videos. They seek out hateful language in video titles. And right now, Google appears to need these humans’ help—urgently. Automated systems determine where those ads appear, and advertisers often don’t know which specific videos their ads will show up next to. Recently, that uncertainty has turned into a big problem for Google.
Google has scrambled to control the narrative, saying the media has overstated the problem of ads showing up adjacent to offensive videos. We know very well that human eyes—and human brains—need to put some deliberate thought into evaluating content. Because Google derives 90 percent of its revenue from advertisers, it needs to keep more from fleeing by targeting offensive content—fast. The problem is, the company still needs humans to train that AI. So Google still depends on a phalanx of human workers to identify and flag offensive material to build the trove of data its AI will learn from. But eight current and former raters tell WIRED that, at a time when the company is increasingly reliant on ad raters’ work, poor communication with Google and a lack of job stability are impairing their ability to do their jobs well. Google ad rater, who was not authorized to speak with WIRED about the program. But I do believe the instability in the program is a factor.
We raters train AI, but we know very well that human eyes—and human brains—need to put some deliberate thought into evaluating content. The ad raters WIRED spoke with explained that their role goes beyond monitoring videos. They read comment sections to flag abusive banter between users. They check all kinds of websites served by Google’s ad network to ensure they meet the company’s standards of quality. I’m worried if I take too long on too many videos in a row I’ll get fired. Raters say their workload suggests that volume and speed are more of a priority than accuracy. In some cases, they’re asked to review hours-long videos in less than two minutes.
On anonymous online forums, raters swap time-saving techniques—for instance, looking up rap video lyrics to scan quickly for profanity, or skipping through a clip in 10-second chunks instead of watching the entire thing. Ad raters don’t just flag videos as inappropriate. Some material doesn’t always fit neatly into the provided categories, ad raters say. In those cases, raters label the material as “unrateable. One current rater described how he had to evaluate two Spanish-speaking people engaged in a rap battle. I checked it as unrateable because of the foreign language,” he told WIRED. Multiple ad raters say they have been asked to watch videos with shocking content.
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The person set the truck on fire, the rater said, then exited the truck and committed suicide with a shot to the head. In the online forums frequented by ad raters, anonymous posters said they had seen videos of violence against women, children, and animals. Google tells raters in a document describing the purpose of their ad-rating work. Chi Hea Cho, a spokesperson for Google.
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Recently we added more people to accelerate the reviews. These reviews help train our algorithms so they keep improving over time. Ad rating work often attracts people who prefer more flexible working conditions, among them college graduates who have just entered the workforce, workers nearing retirement age, stay-at-home parents, and individuals with physical disabilities. Ad raters can work wherever and whenever they want, as long as they fulfill the 10-hour weekly minimum work requirement. Raters only need their own desktop computer and mobile device to work.
The scope of the work and nuance required in assessing videos shows Google still needs human help. But the inherent instability of the job can take a toll on many workers. Some workers believe this limit deprived the company of experienced raters best qualified to do the work. Google strives to work with vendors that have a strong track record of good working conditions,” says Cho.
When issues come to our attention, we alert these vendors about their employees’ concerns and work with them to address any issues. We will look into this matter further. A lack of clear communication with Google itself compounds the feelings of job insecurity ad raters have, they say. When raters email the address, they only receive an auto-response. Google is legendary for not communicating. We would like very much to communicate with them, be real colleagues, but no. For its part, Google does inform raters that they’re doing important work, even if it doesn’t spell out exactly why.
You won’t often hear about the results of your work. Even though you don’t always see the impact, your work is very important, and many people at Google review it very, very closely. Sometimes too closely for some workers’ comfort. Google incorporates already-reviewed content into ad raters’ assignments to gauge their performance. These exams appear as normal tasks, and you will acquire them along with your regular work,” an email to an ad rater from Google reads. We use exam scores to evaluate your performance.
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Very low scores may result in your assignment being ended. Embedding questions with known answers is a common practice in crowdsourcing research, according to Georgia Tech AI researcher Mark Riedl. The strategy is often used to determine whether a researcher should throw out data from an individual who might be clicking randomly, he explains, and it’s often jokingly called the Turing Test among practitioners. But Riedl says he doesn’t care for the Turing Test reference. It perpetuates an attitude that crowd workers are machines when instead we need to recognize that crowd workers are humans, for whom we have an ethical and moral responsibility to design tasks that recognize the dignity of the worker,” he says.