Understanding the “Micro” in Political Micro-Targeting: An Analysis of Facebook Digital Advertising in the 2019 Federal Canadian Election

Abstract

Background: There is vigorous international debate on the effects of political micro-targeting on campaigning practices and the integrity of democracy. It arguably encourages a more fragmented and transactional politics where localized promises go unchallenged. Analysis: If political micro-targeting requires a precisely segmented audience, a specific location, and a focused policy message, then how much political micro-targeting actually occurs in Canadian elections? This article analyzes a sample of Facebook ads on two critical dates during the 2019 federal elections. Conclusions and implications: Only a small minority of ads met these criteria for political micro-targeting. The findings suggest the need for a more nuanced understanding of the practice and greater transparency.