Module 1 – Understanding the economic model of platforms and social media
Digital platforms are an integral part of young people’s daily lives: video-sharing services, social media, streaming platforms, online games, and messaging applications. Although these services often appear to be free, they are built on very real commercial models, including advertising, subscriptions, and other forms of monetisation.
This module aims to unpack both the economic and technical foundations of digital platforms. It explores three key dimensions :
Understanding these dimensions means understanding how platforms influence the content consumed by adolescents and shape the broader digital environment in which they live and interact.
Introduction to platform business models
Digital platforms now play a central role in the global economy. But how do they actually make money? This chapter introduces the main business models that underpin digital platforms and explores the different ways they generate revenue.
Data, targeted advertising, and profiling
Targeted advertising is now at the heart of the business model of many digital platforms. But how are advertisements selected and delivered to specific users? This chapter explores the mechanisms that connect advertising, data collection, and user profiling
Recommendation algorithms and content personalisation
Faced with the enormous quantity of content published every day, digital platforms must constantly decide what will be made visible to users. This chapter explores the role of algorithms, data, and personalisation in shaping our online experiences
