The vast majority of "dynamic" pricing out there is simple "surge" based pricing, and not "targeted" at particular consumers as implied by the author of this article. This includes Uber, Lyft, Amazon, Disney, etc. --
Why 'dynamic' pricing based on real-time supply and demand is rapidly spreading. Amazon did mess around with targeted dynamic pricing back in 2000 on DVD sales, but has ended the practice. If you read the ATPCO paper at
https://www.atpco.net/sites/default/...ry_updated.pdf, you will see they are looking at both the "surge" type of dynamic pricing, as well as targeted type dynamic pricing and that they recognize the potential backlash from consumers and regulators with employing targeted based systems.
The one simple "targeting" I've seen is targeted by time of booking.
I've seen multiple third-party hotel sites routinely put up discounted hotel rates at the end of the business day and take them away the next morning, but leave them up all weekend. Ie, they put up one rate during business hours, and another rate outside of business hours. The point is to target leisure travelers and not most business travelers with those discount rates, on the assumption that business travelers mostly book during business hours. (in these cases, I was looking at hotels in the same time zone as myself.)