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State of the Screens

Political ads are tricky to define in digital era 

By November 27, 2019No Comments

The big question: How do we define a “political ad” and what, if any, limitations should tech platforms put in place?

Why this matters: Google announced the removal of microtargeting for political ads, and Facebook is considering similar moves.

Quote from Mark Zuckerberg – CEO @ Facebook:
“From a business perspective, the controversy certainly isn’t worth the small part of our business they make up…But political ads are an important part of voice, especially for local candidates, up-and-coming challengers, and advocacy groups that may not get much media attention otherwise.”

Video: Facebook CTO Mike Schroepfer on Political Ads

More #1: Getting rid of microtargeting in political advertising is a terrible idea

More #2: Don’t abolish political ads on social media. Stop microtargeting

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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