The sort of information being used in this advertising is legitimate for firms to utilize  The information trail left online through cookies etc. is a public statement, put into the public sphere. Provided the individual's identity is not revealed the information is usable through the impermeable intermediary of security settings, etc. Thus firms get information about users without ever being able to ascertain the actual identity of those individuals, protecting their individual privacy. [1] For this reason it cannot be said that there is any true violation of privacy. Furthermore, this sort of targeted advertising, while focusing on general demographics and programmes, does succeed in hitting its mark most of the time. Thus there is a value in having the programming, and it is absent stereotype. All of this advertising is simply the continuation of firms’ age-old effort to better understand their clients and to cater for their needs and should not be considered any differently to adverts being placed as a result of working out what programs are watched by what demographic. TV is also moving towards targeting ads to individuals through information such as household income and purchasing history, this is information that is not private and online usage should be considered the same way. [2] Advertising is difficult business, given media saturation, and it is only right that this system exist to better serve the customers, given it is the natural outgrowth of past efforts.  [1] Story, L. “AOL Brings Out the Penguins to Explain Ad Targeting”. New York Times. 9 March 2008.   [2] Deloitte, “Targeted television advertisements miss the point”, 2012,