The management of advertising algorithms on the Internet. A case study: Facebook and Google

Abstract

The birth of the Internet and the new information and communication technologies have generated a new communicative paradigm. In fact, it has also generated a new advertising paradigm with multiple opportunities obtained through segmentation or the inclusion of algorithms in search engines or social networks for product promotion. Besides, there is the ability to measure the results achieved. In this regard, this research addresses the management of advertising algorithms executed in Facebook ADS and Google AdWords tools as a new online advertising model compared to traditional approaches. Therefore, a qualitative and quantitative methodology has been chosen to gather the information (using interviews and surveys) to deepen into the differences between the conventional advertising management and online advertising. Among the results obtained, we may advance that advertising has led to a new scenario where machine learning will condition the future of advertising with the help of big data and content programming.