Abstract

Online targeting isolates individual consumers, causing what we call epistemic fragmentation. This phenomenon amplifies the harms of advertising and inflicts structural damage to the public forum. The two natural strategies to tackle the problem of regulating online targeted advertising, increasing consumer awareness and extending proactive monitoring, fail because even sophisticated individual consumers are vulnerable in isolation, and the contextual knowledge needed for effective proactive monitoring remains largely inaccessible to platforms and external regulators. The limitations of both consumer awareness and of proactive monitoring strategies can be attributed to their failure to address epistemic fragmentation. We call attention to a third possibility that we call a civic model of governance for online targeted advertising, which overcomes this problem, and describe four possible pathways to implement this model.