1. A method comprising: identifying, by a processing system comprising a processor, a first group of users of a plurality of users of a social media network based on social media posts associated with media content that are posted by the first group of users; identifying, by the processing system, a second group of users of the plurality of users of the social media network, wherein the second group of users have consumed the media content; identifying, by the processing system, a third group of users of the plurality of users of the social media network, wherein the third group of users have indicated during user interaction with the social media network an interest in commercial items; determining, by the processing system, a first subset of the first group of users that are part of the third group of users and a second subset of the second group of users that are part of the third group of users; generating, by the processing system, a user model that correlates a characteristic associated with the first subset of the first group of users and the second subset of the second group of users; identifying, by the processing system, a target consumer of the third group according to the user model based on a first social media post by the target consumer via a first device utilized by the target consumer and a first media consumption by the target consumer via a second device utilized by the target consumer; predicting, by the processing system, a target media program that the target consumer is likely to view according to the user model; for the target consumer of the target media program, selecting, by the processing system, a target commercial from a set of commercials based on the user model accessing, by the processing system and from a first device used by the target consumer, instructions that pair the first device to a second device used by the target consumer; and transmitting, by the processing system, the target commercial to the second device according to the instructions.
1. A method comprising: identifying, by a processing system comprising a processor, a first group of users of a plurality of users of a social media network based on social media posts associated with media content that are posted by the first group of users; identifying, by the processing system, a second group of users of the plurality of users of the social media network, wherein the second group of users have consumed the media content; identifying, by the processing system, a third group of users of the plurality of users of the social media network, wherein the third group of users have indicated during user interaction with the social media network an interest in commercial items; determining, by the processing system, a first subset of the first group of users that are part of the third group of users and a second subset of the second group of users that are part of the third group of users; generating, by the processing system, a user model that correlates a characteristic associated with the first subset of the first group of users and the second subset of the second group of users; identifying, by the processing system, a target consumer of the third group according to the user model based on a first social media post by the target consumer via a first device utilized by the target consumer and a first media consumption by the target consumer via a second device utilized by the target consumer; predicting, by the processing system, a target media program that the target consumer is likely to view according to the user model; for the target consumer of the target media program, selecting, by the processing system, a target commercial from a set of commercials based on the user model accessing, by the processing system and from a first device used by the target consumer, instructions that pair the first device to a second device used by the target consumer; and transmitting, by the processing system, the target commercial to the second device according to the instructions. 7. The method of claim 1 , wherein the user model is based on individual level information, and wherein the individual level information comprises web click data indicating internet browsing and purchasing history associated with individual users of the plurality of users of the social media network.