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Social Media Companies collect data as people browse websites. Just seconds after individuals visit a specific webpage, advertisements are displayed matching their shopping patterns and favorite products. This tracking is prevalent in online social networks, too, as marketers match users’ profiles and other posted information, such as status updates, with specific businesses. Facebook, for example, allows retailers to upload their databases containing email addresses, phone numbers, and other personal facts. This data then is compared with the Facebook users’ data. When a match is found, specific advertisements are displayed. Social media may charge the advertisers each time a user clicks an ad, called CPC (cost per click) or PPC (pay per click), which could range from a few cents to several dollars. Another option is to charge for a specific number of times an ad is displayed, called CPI (cost per impression). Research This: Locate at least two articles discussing targeting ads on online social networks. How do the businesses place their ads based on the users’ online identities and profiles? What steps are taken to ensure the users’ privacy? Should users expect companies to collect data about some of their online behaviors in return for using the websites at no charge?

Social Media Companies collect data as people browse websites. Just seconds after individuals visit a specific webpage, advertisements are displayed matching their shopping patterns and favorite products. This tracking is prevalent in online social networks, too, as marketers match users’ profiles and other posted information, such as status updates, with specific businesses. Facebook, for example, allows retailers to upload their databases containing email addresses, phone numbers, and other personal facts. This data then is compared with the Facebook users’ data. When a match is found, specific advertisements are displayed. Social media may charge the advertisers each time a user clicks an ad, called CPC (cost per click) or PPC (pay per click), which could range from a few cents to several dollars. Another option is to charge for a specific number of times an ad is displayed, called CPI (cost per impression). Research This: Locate at least two articles discussing targeting ads on online social networks. How do the businesses place their ads based on the users’ online identities and profiles? What steps are taken to ensure the users’ privacy? Should users expect companies to collect data about some of their online behaviors in return for using the websites at no charge?

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