CFSC Panel Spotlight: One Click from Disaster: The Fair Lending Implications of Digital Targeted Marketing in a Big Data World, presented September 24, 2021, at the ABA Business Law Section Virtual Annual Meeting

The panel defined “digital targeted marketing” as a form of marketing by which advertisements are disseminated through a variety of online platforms including web services, paid searches, banners, and social media using sophisticated data analytics that effectively preselect a precise target audience. This can occur through ”self-selecting” programs, which allow the advertiser to choose participant criteria using a platform's pre-existing categories and attributes, or through “look alike programs,” which use the advertiser's existing customer data to find similar potential customers, generally using machine learning that identifies predictive attributes.