When people browse the internet, the advertisements they see are increasingly chosen on the basis of their search history, location and online purchases. While personalised advertising offers some convenience, I believe its disadvantages, particularly for privacy, outweigh its benefits.
Supporters of this practice point to advantages for both consumers and businesses. Instead of seeing random advertisements, users are shown products related to their interests, so someone who has been searching for running shoes may discover a useful discount. For small businesses with limited budgets, targeted advertising is also much more efficient than a billboard or a newspaper advertisement, as they can reach the customers most likely to buy. Furthermore, advertising revenue allows many websites and apps to offer their services free of charge.
However, the drawbacks are more serious. The main concern is the scale of personal data collection. To target advertisements precisely, companies track what people read, buy and watch, often without users fully understanding what they have agreed to. This information can reveal sensitive details, such as a person's health problems, financial difficulties or political views, and it may be sold to other companies or exposed in data breaches. In addition, personalised advertising can be manipulative. A person searching for loans late at night or someone who has shown interest in gambling may be repeatedly targeted at moments when they are most vulnerable, encouraging decisions they later regret.
The convenience of relevant advertisements is real, but it is a minor benefit compared with the loss of control over personal information. Advertisers could still reach suitable audiences by matching advertisements to the content of a page rather than to the history of the person viewing it.
In conclusion, although targeted advertising helps businesses and keeps many online services free, the threats it poses to privacy and to vulnerable consumers mean that its disadvantages clearly outweigh its advantages.