{"id":7823,"date":"2020-03-03T09:09:22","date_gmt":"2020-03-03T15:09:22","guid":{"rendered":"https:\/\/www.zmetro.com\/?p=7823"},"modified":"2020-03-03T09:09:22","modified_gmt":"2020-03-03T15:09:22","slug":"digital-marketing-and-elections","status":"publish","type":"post","link":"http:\/\/www.zmetro.com\/?p=7823","title":{"rendered":"Digital Marketing and Elections"},"content":{"rendered":"<p><a href=\"https:\/\/www.newyorker.com\/magazine\/2020\/03\/09\/the-man-behind-trumps-facebook-juggernaut\">Andrew Marantz<\/a>:<\/p>\n<blockquote><p><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\">Eric Wilson,<\/span><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\"><span class=\"Apple-converted-space\">&nbsp;<\/span><\/span><u><a href=\"https:\/\/www.newyorker.com\/tag\/marco-rubio\" style=\"box-sizing: border-box; background-color: transparent; cursor: pointer; color: rgb(0, 0, 0); transition: color 0.2s ease; line-height: inherit; text-decoration: underline; caret-color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px\">Marco Rubio<\/a><\/u><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\">\u2019s digital director during his Presidential run, in 2016, told me, \u201cThe best online marketers are agnostic, as opposed to prescriptive. Anyone with a lot of money can buy a lot of ads, but what really matters is measurement, because without that you have no idea which ads are having any effect.\u201d This sort of measurement is the province of \u201cad-tech\u201d firms. Clients decide which metrics they want maximized\u2014often some quantitative measure of success on Google and Facebook, which together control about half of the online ad market\u2014and the ad-tech firms optimize for that outcome. In the summer of 2016, Parscale hired two leading ad-tech firms\u2014Sprinklr, based in New York, and Kenshoo, based in Tel Aviv\u2014to send subcontractors to work for him in San Antonio. Sprinklr also assigned remote employees, stationed in various time zones, to crunch numbers at all hours. In addition to data provided by the R.N.C. and traditional voter files, the Trump campaign had access to a repository of information provided by the Data Trust, a private company that Karl Rove and other conservative bigwigs had established in 2011. There are restrictions that prevent certain kinds of data sharing among nonprofit political entities, but those don\u2019t apply to for-profit companies.<\/span><\/p><\/blockquote>\n<p><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\"><\/span><\/p>\n<p><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\">The <\/span><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\"><a href=\"https:\/\/duckduckgo.com\/?q=obama+election+2008+2012+facebook&#038;t=brave&#038;ia=news\">Obama campaigns<\/a><\/span><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\"> used Facebook and other digital tools extensively, as well.<\/span><\/p>\n<p><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\">2018: <\/span><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\"><a href=\"http:\/\/www.schoolinfosystem.org\/2018\/11\/16\/civics-facebook-and-elections\/\">Facebook and elections event<\/a><\/span><span style=\"caret-color: rgb(0, 0, 0); color: rgb(0, 0, 0); font-family: TNYAdobeCaslonPro, \"Times New Roman\", Times, serif; font-size: 21px; font-style: normal; font-variant-caps: normal; font-weight: normal; letter-spacing: normal; orphans: auto; text-align: start; text-indent: 0px; text-transform: none; white-space: normal; widows: auto; word-spacing: 0px; -webkit-tap-highlight-color: rgba(26, 26, 26, 0.3); -webkit-text-size-adjust: 100%; -webkit-text-stroke-width: 0px; background-color: rgb(255, 255, 255); text-decoration: none; display: inline !important; float: none\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Andrew Marantz: Eric Wilson,&nbsp;Marco Rubio\u2019s digital director during his Presidential run, in 2016, told me, \u201cThe best online marketers are agnostic, as opposed to prescriptive. Anyone with a lot of money can buy a lot of ads, but what really matters is measurement, because without that you have no idea which ads are having any [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/7823"}],"collection":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7823"}],"version-history":[{"count":1,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/7823\/revisions"}],"predecessor-version":[{"id":7824,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/7823\/revisions\/7824"}],"wp:attachment":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7823"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7823"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7823"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}