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Facebook is about to have yet another, very uncomfortable conversation about race.

A new story from the investigative journalism outfit, ProPublica, has revealed that the company not only allows advertisers to target users by specific attributes, they also let them eliminate users on the basis of race. At best, the practice is alarming, and at worst, illegal. “Imagine if, during the Jim Crow era, a newspaper offered advertisers the option of placing ads only in copies that went to white readers,” their report begins.

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