It’s not every day that a former work colleague gets retweeted by the president of the United States.
Last Friday, Rob Goldman, a vice president inside Facebook’s Ads team, rather ill-advisedly published a series of tweets that seemed to confirm the Trump administration’s allegations regarding the recent indictments of 13 Russian nationals by Special Counsel Robert Mueller. To wit, the tweets said that the online advertising campaign led by the shadowy Internet Research Agency was meant to divide the American people, not influence the 2016 election.
You’re probably skeptical of Rob’s claim, and I don’t blame you. The world looks very different to people outside the belly of Facebook’s monetization beast. But when you’re on the inside, like Rob is and like I was, and you have access to the revenue dashboards detailing every ring of the cash register, your worldview tends to follow what advertising data can and cannot tell you.
From this worldview, it’s still not clear how much influence the IRA had with its Facebook ads (which, as others have pointed out, is just one small part of the huge propaganda campaign that Mueller is currently investigating). But no matter how you look at them, Russia’s Facebook ads were almost certainly less consequential than the Trump campaign’s mastery of two critical parts of the Facebook advertising infrastructure: The ads auction, and a benign-sounding but actually Orwellian product called Custom Audiences (and its diabolical little brother, Lookalike Audiences). Both of which sound incredibly dull, until you realize that the fate of our 242-year-old experiment in democracy once depended on them, and surely will again. [Continue reading…]
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