Ethnic Affinity

Facebook started targeting ads based on its perception of a person’s race or ethnicity, but just to be safe without actually taking into account their race or ethnicity. The magic PR BS word they invented for it is “ethnic affinity.”

They want to monetize every aspect of your identity, whether that’s an ethnic affiliation or a preference for bean thread noodles.

The problem is that profiling somebody’s ethnic affinities has a lot more cultural baggage attached to it—to say the least—than profiling somebody’s taste in restaurants. And that’s why Facebook’s multicultural targeting scheme is getting a lot more pushback than the company bargained for.

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