Sut Jhally (1987, 78) argues that "reorganising the watching audience in terms of demographics" is a form of relative surplus value production. One can interpret targeted Internet advertising as a form of relative surplus value production: At one point in time, the advertisers not only show one advertisement to the audience as in non-targeted advertising, but they show different advertisements to different user groups depending on the monitoring, assessment and comparison of the users' interests and online behaviour. [...] The efficacy of advertising is increased [...] The more targeted advertisements there are, the more likely it is that users recognize ads and click on them.

[...] These ads contain more surplus value than the non-targeted ads (i.e. more unpaid labour time of the advertising company's paid employees and of users, who generate user-generated content and transaction data).