Fairness in online advertising is often formalized as a distributive justice problem, aiming to ensure that impressions, opportunities, or outcomes are allocated comparably across protected groups. Yet online advertising can still produce harms arising from ads' content and from how recipients interpret and uptake them. To capture this dimension, we draw on Miranda Fricker's notion of hermeneutical injustice. We model ad delivery as a mechanism that distributes interpretative resources and can fail in two ways: relevant concepts can be withheld through systematic under-exposure, leading to hermeneutical deprivation; and recipients may experience hermeneutical distortions when saturated with low-uptake or skewed framings. Grounded in exploratory correlational patterns from the AIDS Advertising Evaluation surveys (1986-1987), we introduce a group-level hermeneutical fairness constraint and a hermeneutically aware utility cost. We integrate them into a benchmark, utility-driven ad allocation framework that already enforces distributive justice, yielding a distributively fair, hermeneutically aware framework that prevents deprivation and distortion from concentrating within protected groups. Through controlled simulations, we explore trade-offs between economic utility, classical distributive fairness constraints, and hermeneutical cost. The results show that purely utility-based allocation drives under-delivery to the disadvantaged group. When the hermeneutical stakes of withholding ads are high, distributive constraints reduce hermeneutical cost at modest utility loss. Conversely, weighting hermeneutical cost without distributive constraints can yield policies concentrated on the disadvantaged group. These findings motivate expanding fairness analyses of online advertising beyond distributive notions to include epistemic conditions of interpretation and uptake.

翻译：在线广告中的公平性通常被形式化为分配正义问题，旨在确保展示机会、收益或结果在受保护群体间得到可比分配。然而，广告内容及其接收者解读与吸收方式仍可能产生危害。为捕捉这一维度，我们借鉴米兰达·弗里克（Miranda Fricker）的解释学不正义概念。我们将广告投放建模为一种分配解释资源的机制，该机制可能以两种方式失效：相关概念可能因系统性曝光不足而被保留，导致解释学剥夺；接收者可能因低吸收或扭曲框架的饱和而经历解释学扭曲。基于艾滋病广告评估调查（1986-1987年）的探索性相关模式，我们引入群体层面的解释学公平约束和解释学敏感的效用成本。我们将这些整合进一个已强制执行分配正义的基准、效用驱动的广告分配框架，从而得到一个既满足分配公平又具有解释学意识的框架，防止剥夺与扭曲集中在受保护群体内。通过受控仿真，我们探讨了经济效用、经典分配公平约束与解释学成本之间的权衡。结果表明，纯效用导向的分配会导致弱势群体曝光不足。当隐瞒广告涉及高解释学风险时，分配约束可在适度效用损失下降低解释学成本。反之，若无视分配约束而单纯加权解释学成本，则可能产生集中于弱势群体的政策。这些发现推动我们超越分配概念，将在线广告的公平分析扩展至包括解释与吸收的知识条件。