Hillary Clinton’s latest complaint about Facebook’s role in the 2016 election sends one big message: The way social media is transforming American political campaigns offers a huge advantage to candidates like President Donald Trump. Clinton and her supporters reacted with outrage after Wired magazine reported last weekend that Facebook’s ad-pricing model, which favors “provocative content” likely to draw readers, allowed Trump to pay much lower rates than Clinton did. Brad Parscale, Trump’s 2016 campaign data guru, later claimed on Twitter that the disparity in the price for each ad “impression” might have been 100- to 200-fold, crowing: “This is why @realDonaldTrump was a perfect candidate for FaceBook.”Story Continued Below Underscoring the importance of digital campaigns in modern politics, Parscale was back in the headlines Tuesday as the newly named campaign manager for Trump’s 2020 reelection effort. A Facebook vice president tried to tamp down the story Tuesday, maintaining that Trump usually paid higher ad rates on the company’s platform than Clinton did. But several digital marketing specialists of both parties were unanimous in telling POLITICO that Facebook’s ad pricing system is tailor-made to benefit candidates like Trump, whose mastery in generating controversy through the media allowed him to generate a… Read full this story
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