The lengths to which digital marketing can go is enormous. As new data comes available, more and more ways to target customers and offer them specialized advertising arise.
Within Facebook, companies can choose custom audiences or Look-alike audiences. What's interesting is not only the extent at which data can provide marketing campaigns with direct consumer information, but also the extent in which the government can regulate such information access.
I found very interesting how in the EU, for instance, the GDPR (General Data Protection Regulation law) dictates that custom audiences need to be regulated and users need to provide conscent before the use of their personal information. In contrast, look-alike audiences is free of regulations since consumers are not directly contacted through personal data knowledge.
Therefore, to what extent are governments capable of restricting access to information and to what extent should they?
In any case, data usage is here to stay and users should be aware of the situation. In the end, as a consumer, you get information targeted directly to your needs or wants, which is not all bad either.
"Ad targeting got smarter and now it’s more precise than it has been ever before."Articles:
https://www.bigcommerce.com/ecommerce-answers/what-is-a-facebook-custom-audience/
https://leadsbridge.com/blog/guides/gdpr-and-facebook-all-you-need-to-know-to-keep-advertising-safely/
https://partners.livechat.com/blog/facebook-custom-lookalike-audience/#:~:text=Because%20while%20a%20custom%20audience,and%20your%20current%20customer%20base.
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