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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.
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Facebook customer Global Science Research sold information on over 87 million Facebook users to Cambridge Analytica, a political data analysis firm led by Alexander Nix. [217] While approximately 270,000 people used the app, Facebook's API permitted data collection from their friends without their knowledge. [ 218 ]
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The ad exchange picks the winning bid and informs both parties. The ad exchange then passes the link to the ad back through the supply side platform and the publisher's ad server to the user's browser, which then requests the ad content from the agency's ad server. The ad agency can thus confirm that the ad was delivered to the browser. [56]
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.