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Did Political Advertising on Facebook and Instagram Affect the 2020 US Election?
Digital advertising plays an increasingly important and controversial role in US politics. Digital ads rose from 2 to 3 percent of political ad spending in 2016 to 18 percent in 2020, totaling $1.6 billion. Many commentators have suggested that online ads may have profound effects on elections; in response to this suggestion, X (formerly Twitter) did not run political ads in 2020. Moreover, some worry about the ability of campaigns to target ads to specific social media users. In 2020, over three-fourths of Americans said that it is not acceptable for social media companies to use data to run targeted political ads, and over half said that social media companies should not allow political ads at all.
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