Nobody likes a creeper. When you’re at a party, are you going to approach the person staring at you from a distance, watching every move you make as though he’s a lion ready to pounce on a gazelle, or are you going to flock towards the life of the party who has everyone engaged in conversation?

Content marketing is gaining traction among brands these days, and many have already excelled at developing a strategy based on two-way communication and establishing relationships with consumers. Yet there are still those who struggle, and instead of making a connection with their audience, they end up turning people away by becoming even more invasive. By fusing old school advertising philosophies with current technology, some have transformed into Frankenstein-like advertising mongrels; the creepers of the marketing world.

Unsolicited conversation simply makes most of us uncomfortable. And when it seems like advertisers are only a step away from digging through your trash at night to learn more about you, it becomes downright creepy.

If this sounds harsh, let’s take a look at some brands that have recently crossed the boundary to becoming stage five creeps.

For one, Yahoo announced last month that it’ll be following in the footsteps of Gmail in their approach to targeted ads, which consists of scanning the content in your emails and then delivering targeted ads based on what they find. And if this doesn’t settle well with a Yahoo user, he’ll be informed on how to leave and find a new email provider.

If that sounds like an invasion of privacy, here’s another tactic that takes the cake.

European digital advertising firm Amscreen has developed a technology that can inform advertisers of the quantity and type of people who are looking at their ads. How? By using face-detecting cameras to identify the gender and approximate age of viewers.

This type of advertising allows brands to roll specific ads at certain times of the day to their targeted audience, based on the obtained data—but it’s still just as creepy to think companies are not only tracking your behavior and reading your emails, but they’re also recording surveillance video of you too. And Amscreen isn’t the only company to use this facial recognition technology.

According to Mashable, Microsoft is considering incorporating this technology into Kinect systems, allowing advertisers to see how many people are using their product at any time.

Another company, EyeSee, even creates mannequins with built-in facial recognition to inform retailers of their customers’ shopping behavior. As if mannequins weren’t terrifying enough.

So is this a desperate attempt to connect with an audience, or is it just an abuse of modern technology and big data? It’s too early to tell, but considering the level of outrage over the recent NSA PRISM scandal, it’s safe to assume the majority of people enjoy their privacy.

Content marketing, on the other hand, chooses not to be the creeper of the party. By nature, it’s all about being real and enticing enough that your audience will want to come to you. Just as you would try to get to know someone by hanging out with them, sharing stories, and engaging in conversation, it’s all about relationship building.