ABSTRACT
This chapter examines ‘programmatic’ advertising. This targets people across a range of their devices, makes use of multiple data sources to target them, and automates the ad-buying process. In fact, it can even automate the creative part of advertising. Given that personal data is required to make programmatic advertising work, we will assess the significance of this. This is in part ethical, as it requires consideration of increased personal profiling, privacy, and whether a person genuinely consents to these processes. It is also philosophical because programmatic is not just interested in targeting people, but precise moments of human experience.
