Algorithms help marketers and entrepreneurs specify behavioral patterns among particular target groups. In digital marketing, they also help define the order of advertisements and content that appears on a user's screen — for instance, when they go to a Facebook page. One of the most obvious perks of algorithmic ad technologies is that they help you define proper advertising tasks and choose a more appropriate message for any group of users you plan to target. For social media, algorithms help you show users different types of content they're most likely to like or engage with. That said, even being within the same target group, a person can get a completely different post, article, or product recommendation than others, and this will be based on their past behavior and content preferences.