Does Facebook’s ad targeting really work?
From Chong & Koster:
The most important goal, was to measure the impact of the online ad program to assess its viability as a new model for voter persuasion.
“Where the Facebook Ads appeared, we did almost 20 percentage points better than where they didn’t,” says Josh. “Within that area, the people who saw the ads were 17 percent more likely to vote our way than the people who didn’t. Within that group, the people who voted the way we wanted them to, when asked why, often cited the messages they learned from the Facebook Ads.”
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