The debate surrounding targeted advertising has thus far failed to fully consider the implications of such techniques on our social world. This paper uses social network theory, and specifically homophily theory, to explore the potential consequences of targeted advertising, and sheds light on how behavioral targeting efforts impact social networks. This paper argues, firstly, that behavioral targeting greatly decreases the agency of the individual in consumption choices, and secondly, that this has the potential to increase homophily in society along lines of consumer and peer groups, with these lines being defined by advertisers and corporations. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]