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When you have a really hot post, you often get this viral multiplier.
So when you buy this one ad impression, you can get an extra 20- to 40-times multiplier because those people comment and share it.” Momentum is building in Congress and elsewhere in the federal government for a law requiring Facebook and other Web companies to reveal publicly who bought political ads and the amount that was spent on their platforms.
The social network invested heavily in building highly sophisticated automated advertising tools that could target specific groups of people who had expressed their preferences and interests on Facebook, from newlyweds who studied at Dartmouth College to hockey enthusiasts living in a particular Zip code in Michigan.
The migration from traditional personal computers to smartphones and tablets helped Facebook gain a major edge: The company pioneered techniques to help advertisers reach the same user on their desktop and mobile devices, helping Facebook grow sevenfold in value since it went public in 2012.
6 statement by Alex Stamos, the company’s chief security officer, who noted that the vast majority of the ads run by the 470 pages and accounts did not specifically reference the U. presidential election, voting or any particular candidate. Much like the online ads discovered by Facebook, messages spread by Soviet-era operatives were meant to look as though they were written by bona fide political activists in the United States, disguising the involvement of an adversarial foreign power.
“Rather, the ads and accounts appeared to focus on amplifying divisive social and political messages across the ideological spectrum — touching on topics from LGBT matters to race issues to immigration to gun rights,” Stamos said at the time. Russian information operations didn’t end with the collapse of the Soviet Union.
Facebook has built a large sales staff of account executives, some of whom have backgrounds in politics, who are trained to assist campaigns in spreading their messages, increasing engagement and getting immediate feedback on how they are performing.The batch of more than 3,000 Russian-bought ads that Facebook is preparing to turn over to Congress shows a deep understanding of social divides in American society, with some ads promoting African American rights groups, including Black Lives Matter, and others suggesting that these same groups pose a rising political threat, say people familiar with the covert influence campaign.