overtargeting

Overtargeting is a targeting approach used in advertising, marketing, and political communication in which messages and media placements are tailored to clearly defined groups or geographic areas in a way that is openly identifiable to audiences. Unlike microtargeting, where messaging is highly individualized using granular data about a single person, overtargeting relies on publicly observable attributes such as age brackets, location, language, or declared interests, and often uses explicit segmentation in media buys and creative content.

In practice, overtargeting is used to improve relevance and efficiency by delivering content to groups that are believed to share common concerns or needs. In advertising, campaigns may run distinct creatives or media mixes for different regions, languages, or demographic groups, while in politics campaigns may issue tailored policy messages, get-out-the-vote drives, or mobilization content aimed at specific communities.

The approach raises ethical and practical considerations. Critics argue that overtargeting can reinforce stereotypes, create perceptions of bias or manipulation, and raise privacy concerns when audiences are aware of being segmented. There is also the risk of exhausting or alienating non-target audiences and missing cross-cutting appeal. Regulators in some jurisdictions require transparency about targeting practices or limit the use of sensitive attributes. Proponents contend that overtargeting can improve relevance and efficiency when data sources are accurate and used responsibly.

See also: microtargeting, privacy regulation, political advertising.