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A large portion of this revenue was from app install ads, which developers buy on a cost-per-install basis. Another type of advertising is using a tool called buy buttons. Some networks already involve buy buttons or are direct marketers for various products a business wishes to promote on its social media platform.
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The 2008 presidential election was the first election where candidates used the Internet and social media as a campaign tool. Nearly three-quarters of Internet users went online to learn more about the candidates in the election; this equates to 55% of the entire adult population.
The news feed is the primary system through which users are exposed to content posted on the network. Using a secret method (initially known as EdgeRank), Facebook selects a handful of updates to actually show users every time they visit their feed, out of an average of 1500 updates they can potentially receive.
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Some, such as Meghan McCain have drawn an equivalence between the use of data by Cambridge Analytica and the Barack Obama's 2012 campaign, which, according to Investor's Business Daily, "encouraged supporters to download an Obama 2012 Facebook app that, when activated, let the campaign collect Facebook data both on users and their friends."