Facebook is by far the most popular social network on a global scale, in spite of the recent data privacy scandals it has recently been involved in. As Facebook users, we have to understand that this service would not be available free of charge if the owners would not have other ways to get revenue.
The way they get revenue is by using the data we voluntarily submit on our profiles and making it available to advertisers, who will, in turn, send us, through various channels, messages that best suit our needs and preferences.
While some are quick to judge that as an invasion of privacy or manipulation, this entire system is not personalised. Nobody has a file with your name on it that they check periodically. This is not the secret services or some espionage movie.
In fact, since the Cambridge Analytica scandal and the new GDPR regulations, Facebook updated their privacy settings so that users can now choose whether or not their activity history should be stored or not, like an advanced incognito browsing session.
The trouble with that scenario is not that you would stop receiving ads and sponsored stories, but that the ones you receive might not be as relevant as before since you have chosen to reveal less about your likes and dislikes. Your Facebook experience may well be influenced by this choice.
Ok, we got the Facebook background, but what is microtargeting, right?
Shortly, this is a marketing strategy that is supposed to analyze your customers and consumers, see their demographics, identify their interest and use the information in your favour to better position your business or message!