How Facebook Is Dominating the 2016 Election

[Commentary] Citigroup projects that spending on political ads on Facebook could surpass spending on Google in 2016, reversing the historical pattern. This is no small accomplishment, considering how powerful search advertising remains, as a conduit for motivated donors and volunteers. This reflects both Facebook’s vast reach and the tools it offers advertisers to target ever-narrower segments of its users. For campaigns striving to get supporters to the polls, as well as change minds, this ability to “micro-target” is manna from heaven. As with conventional advertising, it is now happening with unprecedented scale and precision in politics.