The social media companies' polar opposite approaches to political advertising may both have some unintended consequences.
Viewed in that context, both Twitter and Facebook have made decisions that fall directly in line with the logic of their businesses. For Twitter, shirking political ads is a relatively easy way to stir up headlines and gain praise from prominent Democrats, while"If Facebook were to make this decision as well, it would be hugely disruptive in a way that it's not for Twitter," said Nicole Perrin, a senior analyst at eMarketer who studies political ads.
The practice prevents social media users from having a collective discussion around false ads that are politicians are now allowed to run on Facebook, Goodman said. Facebook CEO Mark Zuckerberg has argued that users should be able to make up their own minds about the veracity of ads, but Goodman said micro-targeting inhibits that since often only people the campaign already thinks will be receptive to the messaging see the ads that contain misleading or false claims.
A veteran of the Romney presidential campaign who now owns a political marketing firm, Ritter has spent years buying ads on both TV and digital platforms. "The big effect on political campaigns would be they would be looking for other places to spend and I think the very obvious and very immediate beneficiary of that would be Google," Perrin said.
"I think the clearest place from my perspective that they're too big is there's no place else for me to go right now," Wilson said. "If I want to reach voters, I have to be on Facebook."
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