It’s not too surprising to me that digital targeting is starting to be labelled discriminatory. When applied just to marketing messages and pushing specific brands,targeting by gender, race, political affiliation has been accepted. However, as digital targeting has been used for other purposes rather than just marketing, it raises questions of egalitarian principles and in this case, legality. It’s a good reminder for those of us in the field to consider the ramifications of what we do as we start using accepted marketing methods on other problems.