Microtargeting or Algorithim?
As we have established, in the digital marketing era, microtargeting is more than a tool for big corporations; small and medium-sized businesses (SMEs) are also taking advantage. A recent study examined how businesses of all sizes use Facebook's targeting options and discovered that small and medium businesses account for most of the ads seen on the platform. Surprisingly, only about 32% of SMEs and 30% of large businesses directly use microtargeting features. Instead, most businesses rely on Facebook's own algorithmic-driven microtargeting. This form of targeting is controlled by Facebook itself, which decides who sees ads based on their user data.
For politicians, this brings up new questions: should regulations focus solely on advertiser-driven microtargeting, or should they also address the role of algorithm-driven microtargeting? This is especially crucial for protecting user privacy and ensuring that ad delivery is fair. Again, microtargeting strategies are not just marketing tactics- they have substantial implications in fields like politics, where targeted ads can influence the outcomes of elections.
This was an absolutely fascinating blog to read! I had personally never thought about the difference between advertiser-driven microtargeting versus algorithmic-driven microtargeting. That being said, I think just about anyone on any social media platform could agree that we have all received ads for something we might have looked up at one point or another which is always interesting to think about. I could absolutely see how this could infringe upon people's privacy and personal protections when it comes to their data and why it is an important topic to discuss and bring to the table. Thanks so much for sharing!
ReplyDeleteIt shows that if you want to promote your businesses and/or products just go to facebook. Why? Because Facebook is a personal algorithm generator. Its crazy that when you think of promotion ads you immediately think of facebook. And companies and businesses are really making a profit from people using the app. People are seeing this ads and click on the links to their websites.
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