In the last years, online advertising has gone through a major transformation. Instead of seeing random banners on websites and getting annoying pop-up ads, Internet users are now mostly exposed to ads that have been pre-selected especially for them. With the rise of big data, companies have gained access to a vast amount of information on their current and potential customers, with which they hope to reach the right people and fulfill their needs better. However, while seen as the Holy Grail by the advertising industry, so-called personalized advertising has been described in research as paradoxical. While it indeed presents benefits for Internet users, for example, more relevant ads, it is