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Social network advertising, also known as social media targeting, is a group of terms used to describe forms of online advertising and digital marketing that focus on social networking services. A significant aspect of this type of advertising is that advertisers can take advantage of users' demographic information , psychographics , and other ...
E.g. Facebook lets advertisers target using broad characteristics like gender, age, and location. Furthermore, they allow more narrow targeting based on demographics, behavior, and interests (see a comprehensive list of Facebook's different types of targeting options [15]).
A lookalike audience is a group of social network members who are determined as sharing characteristics with another group of members. [1] In digital advertising, it refers to a targeting tool for digital marketing, first initiated by Facebook, which helps to reach potential customers online who are likely to share similar interests and behaviors with existing customers. [2]
Traditional targeting practices of advertising through print and other media sources, has made way for a social media presence, leading a much more 'web-connected' focus. [11] Behavioural targeting is a product of this change, and focuses on the optimization of online advertising and data collection to send a message to potential segments.
Social media marketing is the use of social media platforms and websites to promote a product or service. [1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
In November 2021, a report was published by Fairplay, Global Action Plan and Reset Australia detailing accusations that Facebook was continuing to manage their ad targeting system with data collected from teen users. [268] The accusations follow announcements by Facebook in July 2021 that they would cease ad targeting children. [269] [270]
In November 2021, Facebook stated it would stop targeting ads based on data related to health, race, ethnicity, political beliefs, religion and sexual orientation. The change will occur in January and will affect all apps owned by Meta Platforms. [227] In February 2022, Facebook's daily active users dropped for the first time in its 18-year ...
Advertising media often appear to be ubiquitous. Advertising media selection is the process of choosing the most efficient media for an advertising campaign.To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment.
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