Maybe you'll bring Dr. Rose in as well on this. A social media ad campaign could have a number of different versions of the same ad, and the links embedded in those versions could actually point different people to different places depending on their demographics. Maybe if a child clicks on an ad, they'll be sent to a child's version of the information on the website. If an older person clicks on the ad, they might be sent to a different spot on the website that answers questions more frequently asked by older people, or of a political persuasion. How does this juxtapose against Dr. Rose's suggestion that we should cover off the unpaid advertising that exists on government websites, and how does the interplay go?
I'm going to leave this open to both of you.