Targeted advertising or data-driven marketing is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.
These traits can either be demographic with a focus on race, economic status, sex, age, generation, level of education, income level, and employment, or psychographic focused on the consumer values, personality, attitude, opinion, lifestyle, and interests. This focus can also entail behavioral variables, such as browser history, purchase history, and other recent online activities. While this may appear efficient, targeted advertising should not be underestimated. It has created new channels for algorithmic oppression and has made many consumers more vulnerable to discrimination and marginalization.
