{"id":62802,"date":"2018-10-04T00:00:00","date_gmt":"2018-10-04T00:00:00","guid":{"rendered":"http:\/\/blog.mozilla.org\/foxtail\/2018\/10\/04\/microtargeting-dipayan-ghosh\/"},"modified":"2021-02-02T23:10:13","modified_gmt":"2021-02-02T23:10:13","slug":"microtargeting-dipayan-ghosh","status":"publish","type":"post","link":"https:\/\/blog.mozilla.org\/en\/firefox\/microtargeting-dipayan-ghosh\/","title":{"rendered":"What is microtargeting and what is it doing in our politics?"},"content":{"rendered":"<p><b>T<\/b>he rise of the digital media ecosystem \u2013 with internet search engines, over-the-top video services, social media networks, and web-based news outlets all simultaneously vying for our collective attention \u2013 has dramatically revolutionized the way that the average American consumes information today. \u00a0This new media regime increasingly influences every aspect of our society, from how we educate our kids to which products we choose to buy. And critically, one feature of our modern information diet is a practice known as <i>microtargeting<\/i>, and among its many commercial and noncommercial uses, it is continuing to change the way American politics works.<\/p>\n<h2><b>What is microtargeting?<\/b><\/h2>\n<p>Microtargeting is a marketing strategy that uses people\u2019s data \u2014 about what they like, who they\u2019re connected to, what their demographics are, what they\u2019ve purchased, and more \u2014\u00a0to segment them into small groups for content targeting. It\u2019s the reason that if you typically shop at Whole Foods, you may be served an advertisement for organic sunscreen during the Summer. And while it can help deliver content that is interesting and helpful to you, it also has a dark side \u2014\u00a0especially if it delivers information that\u2019s inaccurate or biased and meant to sway your vote.<\/p>\n<p>How people and organizations collect and use data (for advertisements and otherwise) is largely an unregulated arena for market activity in the United States. \u00a0It is thus squarely on our shoulders \u2013 as consumers, citizens, and voters \u2013 to understand the media regime\u2019s current nature and take care to protect ourselves from its rough edges. \u00a0This piece will attempt to illustrate the technologies underpinning it today, and suggest remedies for individuals to prepare as the U.S. midterm elections fast approach.<\/p>\n<h2><b>A look back: the 2016 U.S. presidential election<\/b><\/h2>\n<p>A stark illustration of the use of microtargeting lies under our noses: the 2016 U.S. presidential election. \u00a0Comments made by the campaign\u2019s head digital strategist Brad Parscale suggest the potential of political communications pushed over digital media platforms like Facebook and Twitter, <a href=\"https:\/\/www.wired.com\/story\/how-trump-conquered-facebookwithout-russian-ads\/\">utilizing microtargeting as a practice<\/a>. Earlier this year, he <a href=\"https:\/\/twitter.com\/parscale\/status\/967516077956755457\">tweeted<\/a> about how the campaign enjoyed \u201c100x to 200x\u201d times greater efficiency than the Clinton campaign in social media advertising disseminated on Facebook.<\/p>\n<blockquote class=\"twitter-tweet\" data-lang=\"en\">\n<p dir=\"ltr\" lang=\"en\">I bet we were 100x to 200x her. We had CPMs that were pennies in some cases. This is why <a href=\"https:\/\/twitter.com\/realDonald?ref_src=twsrc%5Etfw\">@realDonaldTrump<\/a> was a perfect candidate for FaceBook.<\/p>\n<p>\u2014 Brad Parscale (@parscale) <a href=\"https:\/\/twitter.com\/parscale\/status\/967516077956755457?ref_src=twsrc%5Etfw\">February 24, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>Did microtargeting have any impact on the final result in November 2016? \u00a0When swing states are won by small margins, one gets the feeling that anything could have tipped the scales. We can point to <a href=\"http:\/\/time.com\/5197255\/facebook-cambridge-analytica-donald-trump-ads-data\/\">microtargeting, online echo chambers and the proliferation of fake news<\/a> on social networks as building blocks of Trump&#8217;s victory.<\/p>\n<h2><b>Traditional Media Versus Digital Media Today<\/b><\/h2>\n<p>It is worth juxtaposing digital media with the traditional media landscape, which for decades has been dominated by television, radio and print news. \u00a0There are two key facts to consider about traditional media:<\/p>\n<ol>\n<li>Traditional media platforms push content (e.g., political ads on a TV network) to very large \u2013\u00a0broad \u2014\u00a0audiences.<\/li>\n<li>Political ads disseminated over traditional media outlets necessarily receive tremendous public scrutiny for compliance with federal election regulations, a fact that naturally assures that ads that appear on traditional media usually do not contain falsehoods.<\/li>\n<\/ol>\n<p>Those facts do not hold true when it comes to microtargeting on digital media. With microtargeting, advertisers can curate the content predicted to be the most relevant to specific groups of people (also known as <a href=\"https:\/\/irlpodcast.org\/season2\/episode6\/\">\u201cfilter bubbles\u201d<\/a>). And large, homogenous audiences typically do not see the same ads.<\/p>\n<p>Instead of all the national viewers of Fox or NBC, or all the regional listeners to a radio or television newscast, a digital advertiser\u2019s intended audience for a given ad can be more targeted, more narrow, and ultimately more cost-effective in reaching the intended audience.<\/p>\n<h2><b>Does microtargeting work?<\/b><\/h2>\n<p>Microtargeting might seem subtle and inconsequential, but if executed effectively, it can generate political shockwaves.<\/p>\n<p>How does it work? \u00a0The answer lies in the commercial practices at play behind many digital platforms. \u00a0The leading social networks \u2013 Facebook, Youtube, and Twitter, each of which testified before the U.S. Congress because of malicious Russian activity on their services during the 2016 election cycle \u2013 have the same business model. \u00a0It is three-pronged:<\/p>\n<ul>\n<li>The first component is to engineer a universe of tremendously compelling, borderline-addictive services that hold the user\u2019s attention, whether through the ever-updating News Feed, or messaging apps with push notifications.(<a href=\"https:\/\/irlpodcast.org\/season3\/episode3\/\">More on the attention economy here<\/a>.)<\/li>\n<li>The second component is to collect as much data on the individual user as possible through those digital services \u2013 all to the end of constructing comprehensive behavioral tracking profiles on each and every one of us.<\/li>\n<li>And the last component is the development of algorithms designed to do two things: predict which content will keep us scrolling, watching, and clicking; and target the ads interspersed throughout that content that we\u2019re likeliest to click on for optimal revenue.<\/li>\n<\/ul>\n<p>This business model begets microtargeting amongst political communicators. The more digital platforms can curate your experience and compel your attention through the data they hold about you and the profiles they have created based on that data, the more effectively they can craft filter bubbles of interest to political targeting.<\/p>\n<p>Segmentation and microtargeting are valuable for commercial purposes, and the systems built to maximize that commercial value can be used just as easily to divide us all up into politically opposed groups, and feed us the ads and content that they predict we\u2019ll wish to see. \u00a0And it\u2019s our personal data \u2013 the information derived from our use of digital platforms, drawn from our voter files, and purchased from non-transparent brokers\u2013 that fuels this activity. It\u2019s an explicit harvesting of our likes, dislikes, interests, preferences, behaviors and beliefs.<\/p>\n<h2><b>Microtargeting and the spread of misinformation<\/b><\/h2>\n<p>Political communicators who are able to master microtargeting and content curation over social media can also commandeer the gold mine in modern politics: \u201corganic\u201d shares and reshares of content pushed by unpaid users who appreciate what they see \u2014 whether or not they know it is true \u2014\u00a0and wish to spread it around their networks. This results in free content consumption for the political campaign. \u00a0It is this concept \u2013 that of the viral spread of \u201cunpaid\u201d or \u201corganic\u201d content \u2013 that further encourages the success of misinformation campaigns.<\/p>\n<p>Misinformation is false content that is spread \u2013 knowingly or unknowingly \u2013 by users (whereas disinformation is false content that is spread knowingly). If someone shared an article that they truly believed that said: \u201cThe earth is flat,\u201d that would be considered misinformation. It is more dangerous when false information is about politics and the future of our democracy. For example, by all sources, the Pope did not endorse Donald Trump. And, of note, researchers concluded recently that we consume and re-spread fake news much faster and farther than the truth, either (<a href=\"http:\/\/science.sciencemag.org\/content\/359\/6380\/1146\"><i>Science<\/i><\/a>, March 2018).<\/p>\n<p>Here\u2019s more on misinformation:<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/qldxyjEjjBQ?rel=0\" width=\"820\" height=\"462\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2><b>Voters need to rely on themselves<\/b><\/h2>\n<p>Revisiting Parscale\u2019s boast, it becomes clear as to how he and the Trump campaign might have accomplished their tremendous successes over social media. \u00a0And we cannot rely on the industry to keep their platforms free of disinformation or detect all malicious activity.<\/p>\n<p>We must remain vigilant and employ our best intuition and judgement in the face of online political advertising. \u00a0Here are a few things that we should try to remember.<\/p>\n<ul>\n<li><i><strong>Examine political content with great vigilance.<\/strong> <\/i><i><\/i><i><\/i><i><\/i>At a bare minimum, we must take with great circumspection any content \u2013 paid or unpaid \u2013 that we see on the internet that involves a political candidate. \u00a0This has always been the case even for television advertising, but in the digital world where accountability is less of a given, we must be triply cautious.<\/li>\n<li><strong><i>Use all the information that the platforms give you<\/i>.<\/strong> \u00a0Some of the major social media platforms are developing mechanisms on an ongoing basis to express to the user that certain content is misinformation, disinformation, or otherwise constitutes some other sort of policy-violating content. \u00a0This information might be expressed by the platforms as a disclaimer or warning somewhere near the content itself, or the contents panel might have some visual indicator noting that it is dangerous.<\/li>\n<li><strong><i>Report content that violates your personal standards of integrity<\/i>.<\/strong> \u00a0The next time you see an ad for a candidate \u2013 whether they are competing for local office, Congress, or the White House \u2013 consider where the money behind it could be coming from, what they ad says, whom it targets, and what it says. \u00a0Then consider whether it could realistically be content meant to misinform \u2013 and if so, report it to the platform on which you saw it. Most major social media platforms, including Facebook, YouTube and Twitter, have ways to report specific posts, pages and videos.<\/li>\n<li><strong><i>Use free online tools to understand the political environment<\/i>.<\/strong> \u00a0Some of the major platforms possess tools now to help inform your understanding of the information you see. \u00a0Examine some of the disinformation that Russia disseminated during the 2016 cycle so that you know what to look for. \u00a0Should you wish to explore further, look at the entire database of 3500 Russian disinformation Facebook posts that were shared by Congress. \u00a0You can also use free online tools like ProPublica\u2019s Facebook political ad collector to examine what other users have reported and shared with the online community.<\/li>\n<li><strong><i>Check your information diet<\/i>. \u00a0<\/strong>Many argue that the modern information diet for the average American is not a healthy one, particularly because of the impact of social media algorithms that have caused the filter bubble problem. \u00a0We should always try to diversify our mediums for content consumption \u2014 including by consuming more traditional media \u2014 so as to stay as informed as possible.<\/li>\n<\/ul>\n<p>It is a tough thing to ask voters to remain cautious in this way. \u00a0For the most part, we don\u2019t have the time or energy to think critically about the information we see on a daily basis; we have busy lives and many other things to do besides worry about the veracity and earnestness of political communications.<\/p>\n<p>But for now \u2014 until the industry does a better job to protect us and the government steps up its enforcement mechanisms to protect our information ecosystem \u2014 being cautious is indeed the best weapon the American body politic possesses in the face of harmful disinformation.<\/p>\n<p>The time has come for us to take things into our own hands. \u00a0Nothing short of the honesty and integrity of our democracy is at stake.<\/p>\n<p><i>Dipayan Ghosh, Ph.D. (<\/i><a href=\"https:\/\/twitter.com\/ghoshd7\"><i>@ghoshd7<\/i><\/a><i>) is the Pozen Fellow at the Shorenstein Center at the Harvard Kennedy School. He was a technology and economic policy advisor in the Obama White House, and until recently, served as a privacy and public policy advisor at Facebook. Opinions are his own.<\/i><\/p>\n<hr \/>\n<p><strong>If you enjoyed this content, you may also like:<\/strong><\/p>\n<ul>\n<li><a href=\"http:\/\/blog.mozilla.org\/internetcitizen\/2018\/10\/04\/5-things-you-can-do-to-counter-misinformation\/\">5 Things You can Do to Counter Misinformation<\/a><\/li>\n<li><a href=\"http:\/\/blog.mozilla.org\/internetcitizen\/2018\/09\/24\/why-fair-elections-require-responsible-tech\/\">Why Fair Elections Require Responsible Tech<\/a><\/li>\n<li><a href=\"http:\/\/blog.mozilla.org\/internetcitizen\/2018\/10\/04\/candidate-y-elections-malke-older\/\">Candidate Y<\/a>, speculative fiction by Malka Older<\/li>\n<li><a href=\"http:\/\/blog.mozilla.org\/internetcitizen\/2018\/10-04\/election-genevieve-valentine\/\">Hello, I&#8217;m Your Election<\/a>, speculative fiction by Genevieve Valentine<\/li>\n<li><a href=\"http:\/\/smarturl.it\/irl_s03e07?IQid=IC\">What to Expect When You&#8217;re Electing<\/a>, an IRL podcast episode<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>The rise of the digital media ecosystem \u2013 with internet search engines, over-the-top video services, social media networks, and web-based news outlets all simultaneously vying for our collective attention \u2013 has dramatically revolutionized the way that the average American consumes information today. \u00a0This new media regime increasingly influences every aspect of our society, from how [&hellip;]<\/p>\n","protected":false},"author":1198,"featured_media":60352,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[464058,30],"tags":[],"coauthors":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is microtargeting and what is it doing in our politics?<\/title>\n<meta name=\"description\" content=\"The rise of the digital media ecosystem has revolutionized the way that the average American consumes information. 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