Many of the Xandr ad categories are more prosaic, classifying people as “Affluent Millennials,” for example, or as “Dunkin Donuts Visitors.” Industry critics have raised questions about the accuracy of this type of targeting. And the practice of slicing and dicing audiences for advertisers is an old one.
But the exposure of a collection of audience segments this size offers consumers an unusual look at how they and their families are packaged, described, and categorized by ad companies.
Because the segments also include the names of the companies involved in creating them, they also shed light on how disparate pools of personal data—collected by tracking people’s online activity and real-world movements—are combined into bespoke, branded groups of potential ad viewers that can be marketed to publishers and advertisers.