Targeted content works. It’s no surprise that we are more likely to engage with a business if it presents things that are actually relevant to us. And with all of the data available to advertisers, there’s simply no excuse to waste dollars or end user frustration by showing an ad for snow blowers in San Diego. But even with the success of targeted ads, consumers have pushed back on the amount and types of data used to personalize. Using location, family status, gender or social connections in an ad can go well beyond “targeted” and into the realm of “creepy”. But where _exactly_ is that line? Is gender out of bounds? What about gender AND age? What if the gender and age are intrinsic to the use of a product? To answer these questions, an Agency teamed up with a University for a research project aimed at discovering when, and in what circumstances, targeting goes from useful to uncomfortable. Come to this session to see how we quantify the relative creepiness of targeted content.