I think functionally all the pieces are there (caveat: they're shitty). Pricing is already done this was, except on a regional level. Digital ad buys are done at the demographic/behavioural level. The obvious issues are: fairness perception - consumers tend not to trust companies which may not let them have the best available offer, and data trust - businesses already use the demographic/behavioiral data for digital ad buys so they know that the data is shit. Also, the payoff on doing stuff at the individual level versus a statistical level is usually a few percentage points. It's a significant amount for large corporations, but it would also potentially be too much of a risk to implement. Then again losing the trust of your entire customer base for like a marginal revenue boost for 1 quarter is 100% something corporate America would do.

Want to emphasize again that the data that digital ad buys are done on is doodooo.