Algorithmic Audience Targeting in Meta Ads Remarketing Campaigns: A Demographic Analysis of AI-Driven Delivery in a Romanian Aesthetic Medicine Clinic

Anca Hotoi ()
Additional contact information
Anca Hotoi: The Bucharest University of Economic Studies, Romania

Manager Journal, 2025, vol. 42, issue 2, 44-52

Abstract: Within the Meta advertising ecosystem (Facebook and Instagram), audience targeting decisions are increasingly delegated to machine-learning systems that determine, in real time, which users see an ad and at what frequency. This paper analyzes the demographic distribution of algorithmically delivered impressions in a remarketing campaign run by a Romanian private aesthetic medicine clinic, a real client from my digital marketing agency (Performance Target) over a 122-day observation window. Using ad-set-level data exported from Meta Ads Manager, with breakdowns by age and gender, the study examines how a single remarketing campaign - nominally addressed to the entire pool of website and profile visitors - is in practice distributed across demographic segments by the platform's delivery algorithm. Results show a very strong gender skew (94.9% of the budget delivered to women) and a clear age concentration: women aged 35 to 54 receive 58.3% of total spend, and women aged 35 to 64 receive 76.5%. The cost per thousand impressions (CPM) ranges between 13.18 and 17.70 RON depending on segment, while the campaign maintains a low average frequency of 1.10 to 1.14 over the entire window, indicating that the algorithm continuously identifies new audience members rather than over-exposing the same users. The findings illustrate, in a healthcare service setting, the dynamics of algorithmic ad delivery documented in the broader literature on AI-driven advertising, with implications for managerial control over targeting, for advertiser accountability and for the design of marketing strategies in regulated service sectors.

Keywords: Meta Ads; algorithmic targeting; artificial intelligence; social media advertising; remarketing; demographic analysis; healthcare marketing (search for similar items in EconPapers)
JEL-codes: I11 M31 M37 O33 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://manager.faa.ro/wp-content/uploads/2026/06/42m_44_52.pdf (application/pdf)
https://manager.faa.ro/?p=9326 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:but:manage:v:42:y:2025:i:2:p:44-52

Access Statistics for this article

Manager Journal is currently edited by Paul Marinescu

More articles in Manager Journal from Faculty of Business and Administration, University of Bucharest Contact information at EDIRC.
Bibliographic data for series maintained by Cosmin Catalin Olteanu ( this e-mail address is bad, please contact ).