Saturday, August 6, 2011

Facebook thinks I'm an Asian Egg Donor

I just got this ad targeted to me on facebook:


.....

Where to begin?? Let's start with the copy:

"Asian Egg Donors Earn $8K"

I get that they're trying to customize this ad somewhat to my ethnicity by putting "Asian" on there. But, 1. does this mean if I were of another race, that I would earn more or less? Does my ethnicity equate my monetary potential in this market of egg donors?

Let's move on to the image:


Decidedly "Asian"?? I think not. Asians don't all look like that - there are over a billion people in India who don't look like that picture. If I were Indian and I saw that ad, that would be of no relevance for me whatsoever. Now you can argue that the company is using a less inclusive term of "Asian", which I guess includes women who share similar features as that model in the picture. Which now presents a problem with the egg donation clinic's ethnic categorization - did the company inadvertently admit that they don't think Indians are Asians?

Now let's talk about the targeting. I'm assuming this company went about facebook targeting the same way a lot of us do - select from Facebook's menu of options and then add some keywords. They probably entered some common Chinese/Japanese/whatever they think is "Asian" names - and I guess my last name (which is a pretty popular Asian name) fit into the category they are targeting. However, I wonder if they considered the fact that I may be adopted, or that I may be half Asian, or I married an Asian guy. But I guess this sort of crass targeting fits into their overall way of thinking, as demonstrated by their equally crass definition of "Asian".

Well done, egg donation clinic. I hope you are paying on a cost per click basis.

1 comment:

  1. lol... thats my girl friend.. why is she on this website ?

    ReplyDelete