‘Show this to everyone’: UK political ads move away from microtargeting

Old approach of seeking ultra-niche audiences has fallen out of favour as main parties spend tens of millions online

Don't expect to see Cambridge Analytica-style microtargeted political adverts driven by personal data during this general election: the tactic is now considered by many to be an ineffective red herring" and is increasingly being blocked by social media platforms.

The digital strategist Tom Edmonds said Facebook had banned political campaigns from using many of the tactics deployed in past contests. Running a campaign aimed at 500 people didn't earn them much money and just got them loads of shit," he said.