More evidence that targeted dark, dishonest ads by the Trump social media team tilted the election in key states.
“No data point is very informative on its own, but profiling voters, says Cambridge Analytica, is like baking a cake. “It’s the sum of the ingredients,” its chief executive officer, Alexander Nix, told NBC News. Because the United States lacks European-style restrictions on second- or thirdhand use of our data, and because our freedom-of-information laws give data brokers broad access to the intimate records kept by local and state governments, our lives are open books even without social media or personality quizzes.
Ever since the advertising executive Lester Wunderman coined the term “direct marketing” in 1961, the ability to target specific consumers with ads — rather than blanketing the airwaves with mass appeals and hoping the right people will hear them — has been the marketer’s holy grail. What’s new is the efficiency with which individually tailored digital ads can be tested and matched to our personalities. Facebook is the microtargeter’s ultimate weapon.”
“While Hillary Clinton spent more than $140 million on television spots, old-media experts scoffed at Trump’s lack of old-media ad buys. Instead, his campaign pumped its money into digital, especially Facebook. One day in August, it flooded the social network with 100,000 ad variations, so-called A/B testing on a biblical scale, surely more ads than could easily be vetted by human eyes for compliance with Facebook’s “community standards.”
Perhaps out of necessity, the Trump team was embracing a new-media lesson: It didn’t have to build everything from scratch. Mark Zuckerberg and others had already built the infrastructure the campaign needed to reach voters directly. When “Trump TV” went live on Facebook before and after the second debate it raked in $9 million in donations in 120 minutes.
In the immediate wake of Mr. Trump’s surprise election, so many polls and experts were so wrong that it became fashionable to declare that big data was dead. But it isn’t, not when its most obvious avatar, Facebook, was so crucial to victory.
On Monday, after a similar announcement from Google, Facebook said it would no longer allow fake-news websites to show ads, on their own sites, from Facebook’s ad network — a half-step that neither blocks what appears on your newsfeed nor affects how advertisers can microtarget users on the social network. ” ………
Source: The Secret Agenda of a Facebook Quiz – The New York Times