Why was it that in the last months of 2018 sales of parsnips suddenly increased enormously in Eeklo, Belgium? The answer lies in targeted advertisements on Facebook. That’s right: With a few clicks, you can let Facebook know which of the almost 1.5 billion users worldwide will see your ad. And so do the 21,000 inhabitants of Eeklo in East Flanders. Or even more precisely: women in Eeklo who like to watch the tv-programme Dagelijkse Kost and are interested in healthy food.

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About the author

Author profile picture Milan Lenters is a writer and editor. Through IO, he got to know his native city Eindhoven in a different way and sometimes looks with amazement at the many stories that lie ahead.