Strategy
Algorithm
The ranking and recommendation logic that decides which ads and organic posts a user sees. Every platform's algorithm is a moving target you optimize against.
The algorithm is the ranking and recommendation logic a platform uses to decide what content — organic or paid — to show a given user. On TikTok, it governs the For You Page; on Meta, it governs feed sorting and ad delivery; on Google, it governs search ranking and Shopping feed matching.
In paid advertising, "optimizing for the algorithm" means sending it the cleanest, highest-quality signal possible: accurate pixel events, well-labeled conversion values, a steady stream of fresh creative, and enough volume to reliably train optimization. Fighting the algorithm (manually restricting audiences, bidding strategies the algorithm doesn't want) usually costs more than leaning into it.
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