The key to success with Facebook advertising is making ads which get more attention than all of the other potential ads that could be shown to the user at that

The key to success with Facebook advertising is making ads which get more attention than all of the other potential ads that could be shown to the user at that time. Because it is an auction system that requires only a very tiny advantage over the competition. Politics, in my opinion, is creating a product capable of fitting more people inside than the other candidate can. Certainly it is vastly easier to make out-performing political ads based on data points like pro-gun, hunter verse making ads for Coca-Cola based on data points like breast feeding, yoga. Perhaps this is more about category discovery and targeting (vastly more difficult without Facebook) than any cutting machine learning.