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Outsmarting Social Media: Profiting in the Age of Friendship Marketing by Evan Bailyn

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8. Dominating Facebook Ads

Facebook ads are the culmination of the greatest human classification ever conducted. Using high-octane scripts, Facebook has found a way to slice and dice the population into every group and subgroup you can imagine. In the old days—that is, five years ago—companies had to go to websites to advertise to specific demographics. If you were a games company looking to advertise to 18–35-year-old males, you went to one of a few websites that served that niche. A makeup company aimed at tween females had about six choices if it wanted to reach a large audience, and each of those websites would likely charge much more than the average small business could afford. Today, any company can reach 13-year-old females living in ...

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