This student project could kill digital ad targeting

Meet Rachel Law, a 25-year-old graduate student from Singapore, who has created a game that could literally wreak havoc on the online ad industry if released into the wild.

Rachel Law

Her creation, called "Vortex," is a browser extension that's part game, part ad-targeting disrupter that helps people turn their user profiles and the browsing information into alternate fake identities that have nothing to do with reality.

People who use the browser tool, which works with Firefox and Chrome, effectively confuse the technologies that categorize web audiences into likely running shoe buyers, in-market auto buyers, or moms interested in cooking and football.

This student project could kill digital ad targeting | Advertising Age