IBM explores AI tools to spot, cut bias in online ad targeting

The whole point of Facebook was to gather enough data about the users to allow FB to sell targeted ads to people most likely to purchase specific products. Sunscreen manufacturers may find it more profitable to market their wares to people with low melanin content, sellers of Viagra may find it more profitable to market their wares to customers with XY chromosomes, and hygiene product makers may find it more profitable to market their wares to customers who menstruate. Why should these companies continue to pay the same advertising rates for diffused ad campaigns that don't necessarily reach their targeted customer groups?