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Drawing on Facebook as a case study, we combine online tracking and self-reported survey data to assess who gets targeted with what content. We tested relationships between user characteristics (i.e. socio-demographic and individual perceptions) and exposure to branded content on Facebook. Findings suggest that social media use sophisticated algorithms to target specific groups of users, especially in the context of gender-stereotyping and health. Health-related content was predominantly targeted at older users, females, and at those with higher levels of trust in online companies, as well as those in poorer health conditions. This study provides a first indication of unfair targeting that reinforces stereotypes and creates inequalities, and suggests rethinking the impact of algorithmic targeting in creating new forms of individual and societal vulnerabilities.<\/jats:p>","DOI":"10.1177\/1461444820924631","type":"journal-article","created":{"date-parts":[[2020,10,5]],"date-time":"2020-10-05T02:26:19Z","timestamp":1601864779000},"page":"1996-2017","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":40,"title":["Vulnerability in a tracked society: Combining tracking and survey data to understand who gets targeted with what content"],"prefix":"10.1177","volume":"22","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6895-9512","authenticated-orcid":false,"given":"Nadine","family":"Bol","sequence":"first","affiliation":[{"name":"Tilburg University, The Netherlands"},{"name":"University of Amsterdam, The Netherlands"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Joanna","family":"Strycharz","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Natali","family":"Helberger","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Bob","family":"van de Velde","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Claes H","family":"de Vreese","sequence":"additional","affiliation":[{"name":"University of Amsterdam, The Netherlands"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2020,10,4]]},"reference":[{"key":"bibr1-1461444820924631","unstructured":"Ads of the World (n.d.) 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