On balance, I still think $100,000 isn’t that much money. Indeed, I suspect there’s much more to be found. But this adds very important context that makes the whole thing look a little different.
The company tried to downplay the amount of ad money the Russian firm spent, observing that $100,000 is a drop in the bucket for most political campaigns. But Facebook’s ability to target an audience, both geographically and by preference, means that as political advertising it is far undervalued, according to Gordon Borrell, CEO of ad industry analytics firm Borell Associates, which produces a detailed annual report on political advertising.
“It’s probably worth ten million dollars of TV advertising because of what you can do with that advertising,” Borell said. “You can take a very particular segment of the population and move them an inch this way or that way in a way you can’t do with a sort of mass media spray.”
Sam Thielman has more.