Tuesday March 19, 2019
Home Lead Story How Political...

How Political Ads Work, A Guide by Facebook and Google

Ohio digital consultant Kevin Bingle said his team reviewed opponents on Facebook's database daily to take advantage of gaps in their strategy.

0
//
Google, Main One, russia
A Google logo is displayed at the entrance to the internet based company's offices in Toronto. VOA

Public databases that shine a light on online political ads – launched by Facebook and Google before Tuesday’s U.S. elections – offer the public the first broad view of how quickly the companies yank advertisements that break their rules.

The databases also provided campaigns unprecedented insight into opponents’ online marketing, enabling them to capitalize on weaknesses, political strategists told Reuters.

Facebook and Google, owned by Alphabet, introduced the databases this year to give details on some political ads bought on their services, a response to U.S. prosecutors’ allegations that Russian agents who deceptively interfered in the 2016 election purchased ads from the companies.

Russia denies the charges. American security experts said the Russians changed tactics this year.

google Politicals ads
Google CEO Sundar Pichai speaks at the Google I/O conference in Mountain View, Calif

Reuters found that Facebook and Google took down 436 ads from May through October related to 34 U.S. House of Representatives contests declared competitive last month by RealClearPolitics, which tracks political opinion polls.

Of the 258 removed ads with start and end dates, ads remained on Google an average of eight days and Facebook 15 days, according to data Reuters collected from the databases.

Based on ranges in the databases, the 436 ads were displayed up to 20.5 million times and cost up to $582,000, amounting to a fraction of the millions of dollars spent online in those races.

Asked for comment, Google said it is committed to bringing greater transparency to political ads. Facebook said the database is a way the company is held accountable, “even if it means our mistakes are on display.”

In some cases, the companies’ automated scans did not identify banned material such as hateful speech or images of poor quality before ads went live.

facebook, U.S. Politicals ads
Facebook CEO Mark Zuckerberg testifies before a House Energy and Commerce hearing on Capitol Hill in Washington about the use of Facebook data to target American voters in the 2016 election and data privacy. VOA

Ads that are OK when scanned may also become noncompliant if they link to a website that later breaks down.

Google’s database covers $54 million in spending by U.S. campaigns since May and Facebook $354 million, according to their databases.

Facebook’s figure is larger partly because its database includes ads not only from federal races but also for state contests, national issues and get-out-the-vote efforts.

The databases generally do not say why a particular ad was removed, and only Facebook shows copies of yanked ads.

The American Conservative Union political organization, which had 136 ads removed through Sunday on Facebook, said some commercials contained a brief shot of comedian Kathy Griffin holding a decapitated head meant to portray U.S. President Donald Trump.

facebook, U.S. Politicals ads
This photo shows a Facebook app icon on a smartphone in New York. VOA

Removing the bloody image resolved the violation for sensational content, and the organization said it had no qualms about Facebook’s screening.

Some removals were errors. The Environmental Defense Action Fund said Facebook’s automated review wrongly misclassified one of its ads as promoting tobacco.

Ryan Morgan, whose political consulting firm Veracity Media arranged attack ads for a U.S. House race in Iowa, said Google barred those mentioning “white supremacy” until his team could explain the ads advocated against the racist belief.

Five campaign strategists told Reuters they adjusted advertising tactics in recent weeks based on what the databases revealed about opponents’ spending on ads and which genders, age groups and states saw the messages.

Also Read: Democrats Regain Majority In The House Of Representatives This U.S. Midterm Election

Ohio digital consultant Kevin Bingle said his team reviewed opponents on Facebook’s database daily to take advantage of gaps in their strategy.

Morgan said his team tripled its online ad budget to $600,000 for a San Francisco affordable housing tax after Facebook’s database showed the other side’s ads were reaching non-Californians.

That political intelligence “let us know that digital was a place we could run up the score,” he said. (VOA)

Next Story

Local News Dry up for Facebook Media Project in US

In January this year, the Facebook Journalism Project announced to invest $300 million in local newsrooms

0
Facebook, Data
A photo shows the Facebook app icon on an iPhone in New York, Feb. 19, 2014. VOA

Facebook is having trouble finding enough local news to feed its new journalism initiative, because hundreds of newspapers have shut down in the US.

“About one in three users in the US live in places where we cannot find enough local news on Facebook to launch ‘Today In’,” Facebook wrote in a blog post on Monday.

In those “news deserts” – communities with little or no local reporting – Facebook hasn’t been able to find “five or more recent news articles directly related to these towns” for its news feature “Today In” that was launched in November last year.

“In the last 28 days, there has not been a single day where we’ve been able to find five or more recent news articles directly related to these towns.

“This does not vary much by region: 35 per cent of users in the Midwest, Northeast, and South — and 26 per cent in the West a” live in places where we can’t find much local newson Facebook,” said the social networking company.

Facebook, data, vietnam
This photo shows a Facebook app icon on a smartphone in New York. VOA

“Today In” has been rolled out to over 400 cities in the US.

“We’re also announcing a new pilot programme, the Facebook Journalism Project Community Network, to support projects aimed at building community through local news,” said Facebook.

Also Read- Dell and Alienware to Launch New PC Gaming Devices to India

According to Engadget, nearly 1,800 papers have shut down in the US since around the time Facebook came online 15 years ago.

In January this year, the Facebook Journalism Project announced to invest $300 million in local newsrooms. (IANS)