Adgorithm is a project dedicated to analyzing how algorithms shape modern digital advertising.

The project explores how automated systems influence the delivery, targeting, optimization, and measurement of advertising across digital platforms. It focuses on the growing role of algorithmic decision-making in determining what users see, how campaigns perform, and how advertising ecosystems evolve.

Why It Exists

Digital advertising is increasingly driven by algorithms that operate at scale and with limited transparency. These systems influence not only campaign outcomes but also user experience, platform dynamics, and broader information environments.

Adgorithm exists to examine these systems more closely, providing a clearer understanding of how algorithmic processes shape advertising strategies, outcomes, and incentives.

Rather than treating digital advertising purely as a marketing function, the project considers the technical, economic, and systemic forces that define how it works today.

Scope

Adgorithm focuses on three core areas:

  • Algorithmic Targeting and Delivery: Analysis of how algorithms determine audience segmentation, ad placement, and content delivery across platforms.
  • Optimization and Performance Systems: Examination of automated bidding, campaign optimization, and performance measurement systems that drive advertising efficiency and outcomes.
  • Platform Dynamics: Exploration of how platform-level algorithms influence advertiser behavior, market structure, and competition within digital advertising ecosystems.

Focus

Adgorithm is designed to highlight:

  • how algorithmic systems shape ad visibility and reach
  • the role of automation in campaign performance and optimization
  • trade-offs between efficiency, control, and transparency
  • the broader impact of advertising algorithms on digital environments

Ongoing Work

Adgorithm develops through ongoing research, writing, and analysis. This includes tracking changes in advertising platforms, documenting emerging practices, and examining how algorithmic systems continue to reshape digital advertising.

Over time, the project may expand into deeper analysis, structured resources, and more detailed breakdowns of specific platforms, systems, and trends within the advertising landscape.