Social Media Advertising (SMA) refers to all advertising activities carried out on social media platforms through various promotional formats. These campaigns primarily target users of the most popular social networks and represent a significant portion of digital advertising investments, particularly on mobile. The main platforms involved include Facebook Ads, Snapchat Ads, LinkedIn Ads, Pinterest Ads, TikTok Ads, and Twitter Ads. SMA ads are often charged per click and frequently complement broader marketing campaigns.