Is targeting a form of discrimination?
Victor Condogeorges lays out the ethical issues posed by targeting and ponders if a robot would be any better at it. Spoiler: probably not.
When a campaign is planned or set up, there’s probably not that much thought given to the notion that it might be discriminating unintentionally.
But many targeting and optimisation methods may now be considered forms of discrimination, as we shift towards a more politically correct world. Here are a few examples of perspective checks to think about, with a little help from Road Runner.
Discrimination masqueraded as targeting
Imagine setting up a campaign for Acme Corporation’s e-commerce store, advertising dehydrated boulders. They’re on sale at the moment for 20% off. The target is hard to achieve, so to aid with marketing, the redemption code is shown in the banner.
What a genuinely pointless article. Trying to stoke fires no one cares about. I’d rather trust a roadrunner to plan my campaign than you.
I don’t know what I just read, but I assume I should be outraged or offended. The last sentence cut deep too. Hammer blow.
Discrimination starts at birth.
Roughly half the children born are male and half are female. Not one of them had a say in what sex they want to be. In fact an Indian anti-natalist is suing his parents because he had no say in being born at all.
And why can’t people under 18 vote – they couldn’t do any worse.
And given that I am no digital transformation expert, that is proof positive right there of discrimination!