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Abstract: We have identified an emerging tool being used by the UK government across a range of bodies in the service of public policy – the online ad targeting infrastructure, and the practices, consultancy firms, and forms of expertise which have grown up around it. Our initial explorations involved the use of these tools by the National Crime Agency through PREVENT (which has now spread far beyond its initial roots in counter-radicalisation), in which the NCA has intimately linked its enforcement practices, information gathering, and the tailoring and targeting of messaging.