The extent of Facebook’s ability to influence political opinions has been revealed in a new study highlighting the effectiveness of psychographic profiling in target advertising.
Research from the Online Privacy Foundation has shown targeted ads using voters’ publicly stated interests are more successful in shaping attitudes.
Known as ‘psychographic profiling’, the practice classifies people into personality types using data from social networks such as Facebook. It allows groups to hone their messages to match the personality types of their targets during political campaigning and has been used by the likes of Cambridge Analytica and AggregateIQ to serve ‘dark ads’.
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Source: The Drum
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