EconPapers    
Economics at your fingertips  
 

Missing the Target? Using Surveys to Validate Social Media Ad Targeting

Michael W. Sances

Political Science Research and Methods, 2021, vol. 9, issue 1, 215-222

Abstract: Facebook ads are increasingly used by political scientists as a method of survey recruitment. A key advantage is said to be the ability to recruit targeted audiences defined by demographics, political beliefs, location, and numerous other attributes. The same feature has been decried by non-researchers concerned about potential racial discrimination and foreign influence in elections. The extent to which these ads actually reach their targets, however, is unknown. Using a series of six surveys and 20 targeted ads, I show these ads regularly fail to reach their targets. The success rate ranges from 23 to 99 percent, and ads targeted toward groups defined by self-reported data and broader geographic locations are generally more successful.

Date: 2021
References: Add references at CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:pscirm:v:9:y:2021:i:1:p:215-222_16

Access Statistics for this article

More articles in Political Science Research and Methods from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Keith Waters ().

 
Page updated 2022-05-14
Handle: RePEc:cup:pscirm:v:9:y:2021:i:1:p:215-222_16