Facebook, the most popular social network, has developed a targeting technology which allows advertisements to reach a specific audience. This is within the Facebook product called Facebook Ads, which is available to users and businesses alike. While posting an ad through the Facebook Ad Manager, an advertiser is provided a set of characteristics that will define his target market. Facebook calls this audience targeting. These traits include geographical location, gender, age, work, relationship status, and interests such as music, among others
Facebook claims that advertisers can even customize their target audience based on their behavior such as purchasing patterns, device usage, and other activities. This is why Facebook users see advertisements on their profile page that are relevant to their preferences and interests. This allows the ads to be less intrusive and more successful in delivering the appropriate content to the right audience. The advertisement algorithm is also capable of monitoring performance so that advertisers or Facebook marketers are able to modify their audience as well as the nature, budget, and duration of the ads based on its performance.