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The past decade has testified the rapid growth of the Internet. One can observe the drastic expansion of social networking services, where millions of users publish and consume information regularly. Built upon such growth, the social media marketing industry has correspondingly developed its capabilities of helping marketers in content personalization and deliverance. However, the growing amount of irrelevant content, such as unrelated advertisements and spam, made social media users more and more reluctant towards perceiving sponsored search results and online advertisements, such as "Google AdWords'' and "Facebook Sponsored Ads''...

Imagine, you could reach the same customer but through his/her other, not very common, interest that is still very relevant to the person?

For example, I’m known to be a Marketing and AI Expert. However, a small private circle also knows me as an accordionist. From my activity on Social Media, Facebook will know that I’m interested in both Marketing and Accordion, but only a small portion of advertisers would bid for “Accordion” to reach me. Most advertisers will rely on their common sense to bid for “Marketing and Technology”, making their Ads much more expensive as if they choose to bid for the “Accordion”.

In case if it is much cheaper to reach me via “Accordion” interest, why would you pay for reaching me through the “Marketing and Technology” interest which is so much more expensive?