The audience profiling process in programmatic advertising is barely done by the researcher, especially in Indonesia. The prime concern of this research is related with the ethical correctness done by the advertising agency involved in the audience profiling process. Also, programmatic advertising is deemed as the most effective and efficient technique in the recent time due to its AI and machine learning foundation. Further, this research is utilizing qualitative approach with hermeneutic phenomenology by having in-depth interviews with multiple interviewees, from expert of advertising agency, internet users and Ethics Professor. There are two ethical approaches underlying this research, deontological and utilitarianism approaches. Both have different perspective and needs to be considered carefully when justifying the process of audience profiling. Finally, the research found that programmatic advertising is indeed the efficient practice for the marketers to get higher ROI and has feature to target audience in a very specific manner. On the other hand, there is a growing concern from the internet users on data breach towards their personal space, also there is the demand of right to be forgotten, like what GDPR regulates in EU. Deontology deemed this practice is ethically correct if the motive is set right and the process is correctly done but will be unethical should the motive is to misuse the collected audience information. Utilitarianism justified the correctness of the practice because the goal of profiling is to better precise the audience however it does not consider if the profiling process is breaching user’s personal space, and becomes the lack point from utilitarianism.