Digital advertising and algorithms and their implications for user choices in the online environment

Objective: analyze the interaction between algorithms and digital advertising, exploring the benefits and implications for user choices and behavior in the online environment. Results: traditional media outlets, such as newspapers and magazines, are increasingly migrating to the online environment, taking advantage of the resources offered by the internet. In this context, advertising on digital media plays a key role in disseminating ideas, products and services. However, it is important to reflect on how this practice is associated with the discourse of surplus value. This essay therefore presents proposals and reflections on solutions to deal with the problems identified, including the implementation of more comprehensive regulations and the promotion of algorithmic transparency. Conclusions: The protection of users privacy and rights must be a priority, along with the promotion of transparency, fairness and non-discrimination. Only through the collective efforts of governments, companies, researchers and civil society can we address the challenges and strike a healthy balance between algorithms, digital advertising and individual rights.