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@dseetharaman — 10,206 followers, 16,471 tweets

@antoniogm @WSJ thanks much. reporting that story was eye-opening for me.
.@antoniogm digs into that dynamic a lot more in this piece -->  https://www.wired.com/story/how-trump-conquered-facebookwithout-russian-ads/  Seems that this system works just fine for companies, but applying it to political ads has proven tricky, to put it very mildly.
This @wsj piece from last fall touched on that - $FB internal data showed Trump ads drew more engagement than Clinton ads, which made the Trump ads cheaper. ( https://www.wsj.com/articles/made-you-click-how-facebook-fed-you-political-ads-for-less-than-a-penny-1505476808 ) My understanding is Trump eCPMs were *much* higher for Clinton as a result.
Trump’s digital campaign director on his relative Facebook-ad performance to Clinton in ‘16 election. $fb’s ad auction system rewards “engaging” ads — more engagement drives down the cost. Means a politician with a sensationalist message can fare v well on Facebook for cheap.  https://twitter.com/parscale/status/967516077956755457 
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