Shouldn't the ad market correct this itself? I'm thinking something like this: 1. If advertisers are targeting men the price for job ads targeting men goes up.

Shouldn't the ad market correct this itself? I'm thinking something like this: 1. If advertisers are targeting men the price for job ads targeting men goes up. 2. Assuming women are as good at men at the job any firm that hires women can now do so more cheaply than its competitors. 3. Firms will realize this and start hiring women by targeting them, which will push the prices towards equilibrium. Maybe that reasoning doesn't work if the cost to target men vs women isn't that different or if companies are only spending a small amount on ads.