Social media algorithms use data profiling for targeted advertising

Social media platforms utilize sophisticated algorithms and data profiling to monetize user interactions. Meta reported approximately $201 billion in revenue for 2025, the vast majority of which is derived from targeted advertising.

Rather than actively listening to private conversations via smartphone microphones, these platforms build highly detailed profiles by aggregating digital footprints, such as likes, follows, video watch time, location data, and search history. This allows algorithms to predict user interests and behaviors with high precision.

Research has highlighted potential risks associated with this profiling. Internal Meta studies disclosed by whistleblower Frances Haugen suggested that Instagram could negatively impact body image for one in three teenage girls. Additionally, a 2022 study by the Center for Countering Digital Hate found that TikTok's algorithm disproportionately served harmful and self-harm-related content to profiles mimicking vulnerable teenagers.