Google’s latest move will change how candidates collect your data and target you across the web.
a major overhaul of how it lets campaigns target voters across YouTube, Google search, and everywhere else on the web where it serves ads.
Google said that it would no longer allow election-related ads to target people based on their political affiliation, like if they identify as “left-leaning” or “right-leaning,” or according to public voter records. The company will still allow political advertisers to reach people based on their gender, ZIP code, and age, as well as the subject matter of the content they’re reading or watching.
What will this mean for our elections—and how politicians try to reach us? To understand how Google’s change will impact campaigns, I separately spoke with two political strategists: Eric Wilson, a Republican specialist in digital campaigns who has worked with Sen. Marco Rubio and others, and Danielle Butterfield, the director of paid media at Priorities USA, which is among the top Democratic super PACs campaigning in 2020.
Why it’s significant is that Google accounts for about 43 percent of the online advertising market, so it’s going to be an important way for campaigns to reach voters. This change doesn’t alter how much time voters are spending on Google platforms, including YouTube. So we still have to engage there. What that is going to result in is a different approach for how we engage on Google, and it’s going to be more like broadcast media.
Are there any workarounds that will allow you to target in ways that you did before the policy change?So, we’ve seen in Washington state, where Facebook and Google decided to stop accepting political ads rather than comply with state campaign finance regulation, that campaigns have still successfully gotten ads through. So it is questionable about how they’re going to enforce this mechanism.
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