This is some of the worst ad tech research I’ve ever seen. The markup doesn’t have access to the actual bidding details of either campaign - they don’t have exclusion data either.

A few FB buying facts:

1) Exclusion audiences save money when high-bid pages are in an audience.
2) custom audiences cost less than native FB targeting of page interests/likes

3) lookalikes cost less than custom audiences, and less than native FB targeting

4) campaigns bid against each other - hugely popular states like Florida has tons of competition
5) it’s possible to attack the CPM rates by buying ads against XYZ fan page. Take 40 ads accounts you control, bid on only fan pages (Obama/Biden,hrc) & bid very high. Biden’s optimization choices for a campaign could then be used to push his CPM rates in some markets sky-high.
6) Facebook does not expose any native interests/page likes in their political transparency center - the goofballs at the markup used the aggregated demographics to compare campaigns instead of trying to get the real targeting / inclusion / exclusion data. So bad!!
7) if you had either campaigns actual exclusions and inclusions you would undoubtedly see way more sophistication from trump. Even just their UtM parameters appended to every campaign prove way more segments and that’s public - @WhoTargetsMe is parsing these utm fieds, ask them!
8) Facebook bidding, & bidding in any advertising system, is all about competition against targeting similar:same people. trump could easily coordinate with outside groups to avoid overlapping spends. Carefully crafted custom audiences can do this - done in the affiliate world!
9) I still can’t get over that the markup are not pushing Facebook to reveal more info (the actual FB targeting details/inclusions /exclusions) and is instead making absolutely unfair, ridiculous and embarrassing assessments of costs based on aggregated demographics. So bad uhh
10) if neither campaign will comment for a story where you accuse the core ads system they are using of inflating ad costs, even at a time when that same ad tech org is being investigated by congress, maybe double check the core concept of your story? Thanks! 🖖

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More from @thezedwards

19 Jul
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