Facebook, Twitter and other digital platforms are scrambling to update their rules for targeted political ads as foreign governments, domestic troublemakers and politicians themselves find new ways to abuse them.
Such targeting technology offers distinct advantages.
Abbott won and signed a law last summer banning red-light cameras in the state. Wilson argues that microtargeting helps to mobilize voters around certain issues. It’s not just campaigns running ads. With the click of a button and a few hundred dollars, ordinary people or businesses can now purchase political ads that are directed at specific groups of people to see.“How does anybody even begin to try and keep up and monitor tens of thousands ... or maybe millions of ads?” asked Ellen Weintraub, chairwoman of the Federal Election Commission, the taxpayer-funded watchdog agency that creates and enforces rules for federal campaigns.
“If a negative ad is run against my candidate on digital, I almost have no way of knowing about it unless someone screenshots it,” Kamrass said. Some companies adopted their own rules for political ads. Twitter, which made little money off the ads, took the most radical step. In November, CEO Jack Dorsey announced the site wouldThe tech companies have been left to regulate themselves, in part, because the FEC has been gridlocked for years over rules that would be tailored to the booming online political ad industry.
The social network has acknowledged that the tools aren’t perfect. Sarah Schiff, a Facebook product manager, said the goal is to make it “more difficult” for bad actors to misuse the platform.
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