To everyone writing about adverts, microtargeting, the law, Turkey, racists, Jo Cox today, never forget this graph. It's absolutely key. To everyone who says "Does advertising work?" Yes. Yes, it does. 
This was Dominic Cummings' no 1 strategy: hold back the vast majority of his budget. And drop it right at the end. On digital ads. This was his Waterloo. It's also exactly when Vote Leave began pouring money into BeLeave. The graph above correlates exactly.
On June 19, Britain would have voted Remain. What changed Britain so directly, so dramatically, so invisibly?
Something changed Britain, almost overnight. That is an incredible, gravity-defying graph. What happened? Don't we need to know? And you people of Twitter, you were not the target. You likely did not see these ads. They happened in darkness. And this is the first chink of light..
It's so important to look at the big picture. @facebook only handed these over because of repeated demands by@DamianCollins & DCMS committee. These were dark ads. That spewed toxic, racist lies. And they changed Britain. Look at the ads. Look at the strategy. Look. At. The. Graph
