New computing capabilities, advancements in machine learning models, and sophisticated technology infrastructure have exponentially increased the volume, variety, and speed at which consumer data is collected, processed, and stored (Rodgers, 2021). This data collection and processing enables the emergence of so-called computational advertising (Huh & Malthouse, 2020), but has also amplified the prevalence of dataveillance. This phenomenon can be defined as the “automated, continuous, and (unspecific) collection, storage, and processing of digital traces from people or groups, by means of personal data systems by state and corporate actors, to regulate or govern their behavior”.