How President Trump Conquered Facebook -- Without Russian Ads

[Commentary] No matter how you look at them, Russia’s Facebook ads were almost certainly less consequential than the Trump campaign’s mastery of two critical parts of the Facebook advertising infrastructure: The ads auction, and a benign-sounding but actually Orwellian product called Custom Audiences (and its diabolical little brother, Lookalike Audiences). Both of which sound incredibly dull, until you realize that the fate of our 242-year-old experiment in democracy once depended on them, and surely will again. We’ve all contributed to this political balkanization by self-sorting (or being sorted by Facebook) into online tribes that get morphed into filter bubbles, which are then studiously colonized by commercial memes planted and spread there by a combination of Custom and Lookalike Audiences. 

[Antonio García Martínez founded his own startup (acquired by Twitter in 2011) and joined Facebook’s early monetization team, where he headed the company's targeting efforts.]