Facebook Unbelievable Campaign Findings

Here’s a fascinating paragraph from an internal Facebook memo. Labelled as Zuckerberg’s right-hand man by the media, Andrew Bosworth also posted publicly on their own investigation into “2016 US Presidential campaign interference”:

[The Trump campaign] weren’t running misinformation or hoaxes. They weren’t microtargeting or saying different things to different people. They just used the tools we had to show the right creative to each person. The use of custom audiences, video, ecommerce, and fresh creative remains the high water mark of digital ad campaigns in my opinion.

Apparently, the Democrat, liberal-leaning Tech monster concluded that, after all, Trump’s team did “unbelievable work”.

Widely reported, these remarks do appear a tad contradictory. What’s the difference between not “microtargeting or saying different things to different people”, and when you “show the right creative to each person” with “the use of custom audiences…”?

Sounds pretty similar, and hardly sinister in the slightest.

Indeed, it is what we solution sellers must be constantly balancing ourselves.

We must also take note of the “fresh creative”.

So, is it basically that the (successful, ouch, hey) candidate knew to home in on messages tailored to particular voter groups, laser-like?

Surely that is what a winning complex bid in our world also requires.

Do you know the separate audiences? The classic is the F-U-C-T framework. Breaking down by functional viewpoints. Yet there are other slants too. Dependent upon hierarchy, geography or even longevity.

You know the ‘high water mark’ for these on your current bids?