the company hairing laura murphy, a aclu to spearhead the efforts.. >> the internet is not a you to utopia. >> reporter: this is a professor. he argues that on demand sites have the potential to fight discrimination. >> they have the data on how people are using their service. and they could use that to surface the sort of discrimination that is otherwise often quite invisible. >> mobile ride sharing app uber tackled that age old frustration people of color often experience hailing a taxi. >> we are going to request our uber. >> reporter: the app's makes it harder for drivers to refuse people on their race or destination. >> what information do you get? >> your address just the address to where you should arrive. >> reporter: no personal information that can hint at your race or perceived socioeconomic status. >> what's nice about uber is there's no discretion for the driver or the passenger in this kind of instant match making. it reduces the amount of discretion where either party could discriminate against the other. >> reporter: sites like air bn