Netflix went under scrutiny last month for a Tweet that pokes fun at a small group of their users. Now major brands, including Spotify and Cost Plus World Market, are testing the waters by using their troves of user data to drive not only the targeting but the creation of their ads. Many of these campaigns seem like experiments designed to determine just how much of their own data people are willing to tolerate.
Spotify ran a similar campaign late last year that featured user data cleverly integrate within the ad space. It's unclear how this approach will impact consumers, but the idea is interesting given that a Pew Research Center study found last year that most Americans determine their online privacy rights case by case, with 47 percent saying they’re comfortable with retailers tracking their purchases to deliver better deals.