Digital advertising’s cultural surround is algorithmically tuned. The popular narrative about digital advertising is that it is hyper-targeted and customized. In this article, we argue that digital platforms’ targeted advertising is more productively understood as tuned advertising, where algorithmic models optimize the resonance between ads and consumers in a continuous rhythmic flow of images, videos, and text. We develop the concept of tuned advertising by drawing on a study conducted with 204 young people from the Australian state of Victoria, where they sent us over 5,169 screenshots of alcohol, gambling, and unhealthy food ads they saw in their digital feeds. We identify five different “vibes” in the collections of ads they sent us that reflect different subjectivities and practices of consumption. We argue that digital platforms create a mode of advertising organized around tuning the vibe between ads, content, and users.

中文翻译：

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没有目标，只有共鸣：调整后的广告和社交媒体的算法流程

数字广告的文化环境是通过算法调整的。关于数字广告的流行说法是它具有高度针对性和定制性。在本文中，我们认为数字平台的定向广告更有效地理解为调谐广告，其中算法模型在图像、视频和文本的连续节奏流中优化广告与消费者之间的共鸣。我们通过对来自澳大利亚维多利亚州的 204 名年轻人进行的一项研究开发了调整广告的概念，他们向我们发送了超过 5,169 张他们在数字源中看到的酒精、赌博和不健康食品广告的屏幕截图。我们在他们发送给我们的广告集中识别出五种不同的“氛围”，反映了不同的主观性和消费实践。我们认为，数字平台创建了一种围绕调整广告、内容和用户之间氛围进行组织的广告模式。