We literally target advertisements in lookalike audiences based on behavioral profiling from on-site and in-store actions. It's been like this for more than a d

We literally target advertisements in lookalike audiences based on behavioral profiling from on-site and in-store actions. It's been like this for more than a decade in my job; it's literally what I do for a living. But this has been happening with RFM direct mail for DECADES. One major clothing retailer I worked with for 4+ years was big on promotions, particularly via direct mail. Those scratch-off coupons were not random; they were specifically targeted to individual customers based on their prior behavior. For example: - Customer A historically buys when they get a 30% coupon; test them with a 20% and see if they bite, but if not, give them the 30% and get some money. - Customer B will always buy with almost ANY discount but never without one; give them the lowest one most of the time, but occasionally give them a higher one because it keeps them interested. - Customer C will buy any time, but we need to keep them hooked so we send them the lowest one all the time. --- I just don't know why people are surprised that this is happening at a bigger scale in app; it's baffling to me.