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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]
A significant aspect of this type of advertising is that advertisers can take advantage of users' demographic information, psychographics, and other data points to target their ads. Social media targeting combines targeting options (such as geotargeting , behavioural targeting , and socio-psychographic targeting) to make detailed target group ...
Dark advertising is a type of online advertising visible only to the advert's publisher and the intended target group. Dark advertising allows a publisher to send different adverts to different target audience groups, where it would be disadvantageous for the audience of one target group to see the adverts intended for another.
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Advertising research is a specialized form of research that works to improve the effectiveness and efficiency of advertising. It entails numerous forms of research which employ different methodologies. Advertising research includes pre-testing (also known as copy testing) and post-testing of ads and/or campaigns.
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By learning from its unsuccessful experience, Facebook has been seeking other ways to monetize its user database through social advertising. Unlike Beacon, the process of commercialization tends to happen in the back-end system thus becoming invisible to the users. [23]
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