NONE IF WE DO GET A SLEW OF POLLS OVERNIGHT YOU WILL COME
BACK?
BACK? >> YOU BET.
>> THANK YOU SO MUCH.
>>> FACEBOOK SAYS IT WON’T
CHANGE ITS POLICIES ON POLITICAL
ADS AND WILL NOT FACT CHECK ADS
BY POLITICS.
BY POLITICS. THEY ARE RULING OUT NEW
TRANSPARENCY MEASURES TO GIVE
USERS MORE CONTROL OVER WHAT ADS
THEY SEE.
THEY SEE. HOW DOES FACEBOOK MAKE THIS
DECISION ABOUT HOW THEY WOULD
HANDLE THIS?
HANDLE THIS? >> IT’S HARD TO SAY, ALISON.
WE DON’T GET INSIDE THE MIND OF
ZUCKERBERG AS OFTEN AS I WOULD
LIKE TO.
LIKE TO. WE HAVE SOME SENSE OF IT BECAUSE
THE "NEW YORK TIMES" GOT A
LEAKED MEMO FROM ANDREW
BOSWORTH, THE EXECUTIVE IN
CHARGE OF FACEBOOK DURING THE
2016 CAMPAIGN SEEN AS A PROXY
FOR ZUCKERBERG.
FOR ZUCKERBERG. HE SAID WE SHOULD NOT BE -- EVEN
THOUGH HE’S A LIFE-LONG LIBERAL
AND GAVE MONEY TO HILLARY, HE
SAYS, WE SHOULD NOT BE TRYING TO
PULL THE LEVER ONE WAY OR THE
OTHER, LEAVING THINGS ALONE THE
BEST WE CAN.
FACEBOOK IS THINKING OF
THEMSELVES AS THE HOME OF THE
FIRST AMENDMENT.
FIRST AMENDMENT. THE HOME OF FREE SPEECH AND
ALLOWING PEOPLE TO SEE WHATEVER
ADS GO OUT THERE AND HAVE A FEW
TRANSPARENCY CONTROLS AT THEIR
DISPOSAL, MAYBE THAT IS ENOUGH
TO PRESERVE DEMOCRACY.
THAT SEEMS TO BE THE PHILOSOPHY.
>> CAN WE DIG MORE INTO THE
TRANSPARENCY FEATURE?
TRANSPARENCY FEATURE? IS THIS GOING TO BE AN EASY
THING FOR PEOPLE?
A LOTS OF TIMES SOCIAL MEDIA
PLATFORM ROLLS IT OUT, AND
PEOPLE SAY, I DON’T KNOW WHAT TO
DO, THIS IS DIFFERENT, I CAN’T
DEAL WITH THIS.
>> EVEN CHANGING YOUR
NOTIFICATIONS IS REALLY HARD.
IN THIS CASE THEY ARE MAKING
MINOR CHANGES TO HOW YOU GUEST
TARGETED.
TARGETED. YOU CAN OPT OUT OF CERTAIN
MESSAGING AND DON’T WANT TO BE
TARGETED WITH BUSINESSES TO HAVE
YOUR E-MAIL ADDRESS AND TWEAK
THE FEATURES A LITTLE BIT.
IT DOESN’T AMOUNT TO WHAT MANY
CRITICS CALL, A BLANKET CHANGE
TO MICROTARGETING, THE ESSENCE
OF HOW POLITICAL OPERATIVES GET
IN TOUCH WITH VOTERS THEY’RE
TRYING TO REACH.
>> YOU MENTIONED MICROTARGETING.
I DON’T KNOW PEOPLE ARE FAMILIAR
WITH THAT TERM.
COULD YOU TALK A LITTLE MORE
ABOUT IT AND HOW POLITICAL
CAMPAIGNS USE IT.
>> RIGHT NOW, YOU HAVE
UNDOUBTEDLY EXPERIENCED THE
SPOOFFY ADVERTISING YOU GET FROM
ANY COMPANY.
ANY COMPANY. >> SO CRAZY.
>> SO CRAZY.
THEY KNOW WHAT YOU WILL DO NEXT.
>> I CLICK ON SOMETHING AND IT
POPS UP.
POPS UP. >> THAT’S BECAUSE YOUR DATA IS
IN ENORMOUS DATABASES THAT ALLOW
COMPANIES TO FIND PATTERNS HOW
YOU BEHAVE AND OTHER PEOPLE LIKE
US.
US. IN THE SAME WAY THEY MAY KNOW I
MIGHT BE INTERESTED IN FISHING
GEAR ONE DAY, POLITICAL
CAMPAIGNS ARE USING THE SAME
KINDS OF TECHNOLOGY KNOWING NOT
ONLY IS HE INTO FISHING GEAR AND
ALSO WILL VOTE THIS WAY ON A
CERTAIN SUBJECT, THAT KIND OF
MICROTARGETING BEING INCREDIBLY
NARROW SLICES OF THE POCKET THEY
CAN ZOOM IN ON HAS BECOME THE
ESSENCE AND ESSENTIAL WEAPON OF
MODERN POLITICAL OPERATION.
IT IS ABSOLUTELY THE MOST
POWERFUL THING FACEBOOK OFFERS
TO A CAMPAIGN, NOT JUST THE
OPPORTUNITY TO BROADCAST A
BLANKET MESSAGE THE WAY YOU SEE
ON CHANNELS LIKE NBC, RIGHT,
INSTEAD, SPECIFIC ADVERTISING
AND SHOW ONE OF 50 DIFFERENT
VARIATIONS ON AN AD TO THESE
PARTICULAR MICROSLICES OF A
POPULATION, BASED ON THE ABILITY
FACEBOOK AS A PLATFORM GIVES
THEM TO FINDS THOSE SPECIFIC
PEOPLE.
PEOPLE. NONE OF THAT IS CHANGING AS A
RESULT OF THESE NEW POLICIES.
>> FOR PEOPLE NOT KEEPING UP
WITH WHAT ALL THE SOCIAL MEDIA
PLATFORMS ARE DOING, HOW DOES
THIS COMPARE TO WHAT GOOGLE AND
TWITTER ARE HANDLING POLITICAL
ADS.
ADS. >> TWITTER IS OUT OF THE GAME
AND NOT ACCEPTING POLITICAL ADS,
A BLANKET BAN.
>> GOOGLE IS DOING WHAT FACEBOOK
SHOULD BE DOING, ELIMINATING
MICROTARGET AND ELIMINATES THE
SPECIFICITY OF THE
MICROTARGETING, YOU CANNOT ZOOM
INTO A MICROTARGET AND MAKING A
CRUDE TARGETING OF A POLITICAL
CAMPAIGN.
CAMPAIGN. LIMITING THE MICROTARGETING IS
THEIR CHOICE.
THEIR CHOICE. ON FACEBOOK MANY EXECUTIVES SAID
THAT IS HOW THEY SHOULD BE
LIMITING IT.
LIMITING IT. THEY ARE NOT TOUCHING IT AT THIS
POINT.
POINT. BASICALLY STAY THIS SAME FOR
NOW.