How Facebook’s Ad System Lets Companies Talk Out of Both Sides of Their Mouths

Shouldn’t come as a surprise to most of you but this post talks about how Exxon, Comcast, and other companies target people of different political leanings with different ads.

Liberals on Facebook are given one picture of ExxonMobil. To them, the multibillion-dollar oil giant sells itself as turning over a new leaf, exploring “carbon capture” techniques that put carbon back into the ground.

If you’re a conservative, Exxon has a very different message: “The oil and gas industry is THE engine that powers America’s economy,” reads one ad targeted at conservatives. “Help us make sure unnecessary regulations don’t slow energy growth.”