Are Tesco sexist?

I recently had a conversation about whether or not Tesco's soon to be implemented facial scanning advertisement boards are sexist, and whether or not this should be seen as a feminist issue as well as a personal privacy one.

Basically Tesco are going to introduce advertising boards in their shops which scan you and then show you advertisement on something they think is relevant to you. Here is an article about it...

http://www.theguardian.com/business/2013/nov/03/privacy-tesco-scan-customers-faces

It was argued to me that this is blatant sexism, as they will advertise things like celebrity magazines to anyone they deem to be a female and they will work this out by seeing who has long hair.

However, I don't Tesco aren't making any judgements by advertising like this and therefore aren't being sexist. They are simple trying to makes as much money as possible (I'm not going to get into whether this is something that is good for society or not). Tesco aren't thinking; 'all women have long hair and want to buy a fashion magazine', they are thinking 'if we want to make as much money as possible, then looking at statistics, we can judge that we are going to increase our sales by advertising fashion magazine to women and most women have long hair. Even if this isn't relevant to 40 per cent of the people who are scanned, we are still going to see increased sales'. If they could statistically see that 60 per cent of all bearded people bought were interested in Brazillian coffee, then they would advertise that to everyone with a beard, not as a judgement that everyone with beards loves Brazillian coffee, but because this is the best way to make a sale, even if it misses the target 40 per cent of the time. Equally, if they advertise celebrity gossip magazines to females, they are not saying that all women read them, they are just trying to appeal to that percentage that do in the best way possible. If society changed, so overweight makes started reading Hello magazine, then they would advertise to them.

Ultimately, my point is that these face scanners won't be judging every single woman to fit a subjective version of womanhood, they are just trying to sell people things and the the best way for the facial scanners to do this is cast out the nets, as it were, over a large demographic, so they can catch a few fish.

Criticism welcomed.