Dark marketing refers to targeted advertising that is deliberately hidden from the wider public. Typically delivered via digital channels, especially social media, it involves personalised messages shown only to specific audience segments, based on their data, behaviour, or demographics.
These ads are often not publicly visible on a brand’s main profile or feed, making them harder to track or scrutinise. While it can be effective for precise targeting, dark marketing raises concerns around transparency, accountability, and ethical practices, particularly in political or sensitive contexts.