Demographic/profile-based advertising fundamentally alters the experience of the internet for people of different backgrounds  When the experience of the internet differs between people because of their backgrounds and past activities, the position of the online experience as one free of informational prejudice is undermined. It is important that the internet and the sites and services that float around it be as free from external prejudicing that contemporary targeted marketing creates. This marketing shapes at the most basic level the internet experience people interact with, and as it differs between people the quality of the universal service is diminished in a way. [1] This is particularly problematic when that internet experience is designed to differentiate between people of differing demographic backgrounds, which serve only to heighten divisions between these groups. The internet should remain a neutral space.  [1] Cartagena, R. “Online Tracking, Profiling and Targeting – Behavioural Advertisers Beware”. eCommerce Times. 19 December 2011,