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All Ethical Issues

Microtargeting

Category: When Analytics Works

To 'microtarget' is to use data analytics to identify small and very specific population groups and target advertisements specifically to them. According to critics, granular targeting of voters undermines the political process because people do not have a shared understanding of what a political party represents or stands for. The party can be anything to anyone, and there is no mechanism to criticize, or even see, their claims. "Ad targeting reached new heights in the 2016 US presidential election, where the Trump campaign served 5.9 million ad variations (Bell, 2020) in just six months" (Sharpe, 2020).

Examples and Articles

Microtargeting for conservation
“Researchers have begun using a hyper-segmentation method called microtargeting, which employs ‘markets-of-one’ or ‘one-to-one marketing’ principles, to improve the efficacy of conservation initiatives.” Direct Link

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