Use of Consumer Behaviour Data for Personalised Advertising in Digital Marketing

Abstract

This article develops a conceptual discussion of how large scale consumer data are used to create personalised advertising experiences in digital marketing and the privacy issues that accompany these practices. The paper outlines the main technical features of behavioural tracking, profiling, and targeted message delivery across platforms, and explores how these mechanisms reshape the relationship between advertisers and individuals. Personalised advertising is presented as a promise of greater relevance and efficiency, yet it relies on continuous monitoring of online actions and on extensive inferences about preferences, vulnerabilities, and purchasing power. The discussion highlights concerns about informed consent, opacity of data flows, potential psychological manipulation, and unequal power relations between data rich corporations and ordinary users. Special attention is given to tensions between commercial objectives and ethical principles such as autonomy, fairness, and respect for human dignity. By clarifying these issues, the article offers a conceptual frame that may guide further empirical work and support regulators and practitioners in designing more privacy aware digital marketing practices.