Rajiv reminded us that: “Openness can be leveraged for justice, but it can also do harm. Closed practices can also do harm, but there are times when closed is the empowered choice. Choice is key. We must serve justice, rather than merely being open.”

Over the years, the machinery of targeted advertising has frequently been used for exploitation, discrimination, and harm. The ability to target people based on ethnicity, religion, gender, age, or ability allows discriminatory ads for jobs, housing, and credit. Targeting based on credit history—or characteristics systematically associated with it— enables predatory ads for high-interest loans. Targeting based on demographics, location, and political affiliation helps purveyors of politically motivated disinformation and voter suppression. All kinds of behavioral targeting increase the risk of convincing scams.