We reveal that X enables advertisers to target users based on sensitive personal data from political beliefs to sexual orientation. We identified over 30 major brands engaged in such sensitive targeting practices, raising serious concerns regarding GDPR compliance and DSA violations, under which X and other Very Large Online Platforms are prohibited from offering such targeted advertising.
There’s probably a market for targeting people matching not only a demographic category but the combination of one and attempts to keep it private, like religious conservatives who browse gay porn in incognito mode or seemingly progressive people who have right-wing views they keep secret.