Described by one former employee as “glorified A/B testing” — a common method of running experiments by changing one variable — TLA involved developing “many ad

Described by one former employee as “glorified A/B testing” — a common method of running experiments by changing one variable — TLA involved developing “many ad combinations” using different “messaging,” “creative,” “format,” and “delivery,” according to a late-2017 internal Facebook presentation. A client would then test each combination “against the smallest possible audience” on Facebook, with the one generating the most engagement being scaled to a full audience. Misleading title, but this is interesting. Basically digital ad platforms are also a great interface for algorithmic propaganda.