An interesting article in The Guardian explains that the days of "microtargeting" in online political adverts appear to be over. Cambridge Analytica-style tactics driven by personal data are now considered ineffective and are increasingly being blocked by social media platforms. Facebook has banned political campaigns from using many past tactics due to minimal financial returns and the adverse reactions that they create. Facebook, along with closed groups on platforms like WhatsApp and emerging ones like TikTok offer strong alternatives. TikTok, in particular, offers significant opportunities for engagement and outreach.
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