How Facebook’s ad system lets companies talk out of both sides of their mouths

Liberals on Facebook are given one picture of ExxonMobil. To them, the multibillion-dollar oil giant sells itself as turning over a new leaf, exploring “carbon capture” techniques that put carbon back into the ground. If you’re a conservative, Exxon has a very different message: “The oil and gas industry is THE engine that powers America’s economy,” reads one ad targeted at conservatives. “Help us make sure unnecessary regulations don’t slow energy growth.” Credit: Facebook Ad Library via NYU Ad ObservatoryThe ad on the left was shown to Facebook users who engage with liberal political content, while the one on the…

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