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State of the Screens

In Defense of Targeting

By January 23, 2020No Comments

Worth the time: Jeff Jarvis makes an interesting point of who the winners and losers would be if Facebook removed political targeting.

Who benefits from targeting on Facebook:
Upstart/challenger candidates
2) Nascent movements
3) New/small businesses

Key point: Targeted advertising delivers greater relevance at a lower cost as opposed to mass media.

Why this matters: Facebook recently clarified their political ads policy ahead of the 2020 election, and “microtargeting” will be allowed.

Flashback #1: Trump’s general election brawl to drive record advertising

Flashback #2: Political ads are tricky to define in digital era

More #1: Here’s Why Facebook Won’t Do The Obvious

More #2: Lord of the Rings, 2020 and Stuffed Oreos: Read the Andrew Bosworth Memo

Read the full post from Andrew Bosworth here.

More #3: Facebook will make political ads optional for users

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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