Facebook Must Develop Safeguards for Political Data-Driven Advertising & Targeting
By: Staff | Jan 30 2017
This is a case study of Facebook's work for Judicial Watch illustrating how the media, digital advertising & social networking company uses micro-targeting and tracking for political causes.
Established in 1994, Judicial Watch is a conservative non-partisan government watchdog organization that promotes transparency, accountability and integrity in government, politics and law. It has filed lawsuits against the last several US presidential administrations.
The organization wanted to reach its current supporters, educate them about the work it is currently involved in and encourage them to donate both online and offline.
"With advanced matching for Custom Audiences, we can now reach donors who were previously invisible to us on Facebook for a fraction of the cost of other channels. We now have the ability to reach our audience with simultaneous online and offline messaging, which increases lift and our return on ad spend." -John Britten, Digital Director, Judicial Watch
- 40-point increase in in match rate using advanced matching
- 393,409 supporters reached on mobile
- 72% of those reached were age 45 and up (a key demographic)
- Statistically significant increase in offline and online donations among males and those age 65 and up
- 82% of Canvas viewed on average