Microtargeting
Microtargeting is an online advertisement that is specifically aimed at a particular individual or group of individuals based on the analysis of their personal data.
This is how microtargeting works
Various methods are used to obtain the personal data, such as:
cookies
social media add-ons and social media plugins such as like and share buttons,
social media-related comment systems,
tracking pixels.
Tools of this kind, which can be used both on the social media itself and on other websites outside of it, collect information about individual behavior and communications on the internet in order to create a profile for each individual. This profile is then used to target specially tailored advertisements and messages to the individual.
Example: If you are looking at buying electric bike online, you might get targeted advertisements from a bicycle shop, bicycle repair shop, bicycle association or an online bicycle club.
The advertiser uses the personal data to identify the interests of the individuals, their opinions and other things that concern their personality or circumstances. The results of the analysis are then used to target specific individuals, for example through social media.
Limit microtargeting
It is recommended that social media users review their privacy settings regularly. This is done by selecting "Settings" or "Account settings" or a similar option.
In most cases, it is possible to limit to some extent the use of personal data for the purposes of microtargeting, but the possibilities for this are different between social media platforms.
Service provider
Data Protection Authority