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An algorithm is a set of rules or instructions that a computer system follows to complete a task or make a decision. In digital platforms, algorithms analyse large amounts of data and determine what content, adverts, or results people see.
Algorithms are used across many parts of the internet, including search engines, social media feeds, advertising systems, and recommendation platforms.
Algorithms process information and apply a series of calculations or rules to produce an outcome. They look at signals such as user behaviour, relevance, popularity, and context to decide what to show.
For example, a search engine algorithm analyses webpages and ranks them based on factors like relevance to a search query, page quality, and user experience.
On social media platforms, algorithms decide which posts appear in a user’s feed based on past interactions, interests, and engagement patterns.
Algorithms play a major role in modern digital marketing. Many advertising and content systems rely on algorithms to decide when and where to show messages.
Some common examples include:
These systems help platforms deliver content that is more relevant to individual users.
In digital advertising, algorithms help platforms optimise campaigns automatically. They analyse signals such as audience behaviour, engagement, and conversion data to determine which users are most likely to respond to an advert.
This allows advertising platforms to adjust targeting, bidding, and placements in real time.
For example, a paid advertising platform might prioritise showing an advert to people who are statistically more likely to complete a purchase.
Search engines use complex algorithms to organise and rank billions of webpages. These systems aim to present the most useful and relevant results for each search query.
Search engine optimisation focuses on improving a website so that it aligns with the signals search algorithms use when ranking pages.
Many digital platforms use algorithms to personalise experiences. By analysing past behaviour, these systems recommend content, products, or adverts that are more likely to match a user’s interests.
This is why two people using the same platform may see different results, feeds, or recommendations.
