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If you saw a Facebook ad recently for Jeremy’s Razors, which bills itself as a “woke-free” razor for men, you may well be a father of school-age children who likes ultimate fighting, Hershey’s chocolate, hunting, or Johnny Cash. This is according to Facebook’s ad library, which describes the audiences to which marketers target their advertisements.
I can see why Jeremy’s Razors is focusing its ad dollars on men who might appreciate its hypermasculine message. But the reverse is not as clear: Are these men better off for having been pitched an “anti-woke” razor?
In the traditional media world, ads are sold in context of the area in which publications are sold: Perhaps Jeremy’s Razors might favor advertising in Deer & Deer Hunting magazine, for example. But online, many ads are sold based on the many details that advertisers have gleaned about your behavior and interests from your online activity.
Tech firms track nearly every click from website to website, develop detailed profiles of your interests and desires, and make that data available to advertisers. That’s why you get those creepy ads in your Instagram feed or on websites that seem to know what you were just talking about.
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Irene Suosalo
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