 Arguing that traditional advertising is no longer appealing to people used to “user-generated content and social networking,” she states that companies now turn to strategies of customization and personalization in targeted advertising.Eric K. Clemons (2009) asserts that consumers no longer trust most commercial messages; Van Dijck argues platforms are able to circumvent the issue through personal recommendations from friends or influencers on social media platforms, which can serve as a more subtle form of advertisement.Finally, a third common business model is monetization of data and metadata generated from the use of platforms.