How Targeted Ads and Dynamic Pricing Can Perpetuate Bias

In theory, marketing personalization should be a win-win proposition for both companies and customers. By delivering just the right mix of communications, recommendations, and promotions -- all tailored to each individual's particular tastes -- marketing technologies can result in uniquely satisfying consumer experiences. While ham-handed attempts at personalization can give the practice a bad rap, targeting technologies are becoming more sophisticated every day. New advancements in machine learning and big data are making personalization more relevant, less intrusive, and less annoying to consumers. However, along with these developments come a hidden risk: the ability of automated systems to perpetuate harmful biases.