This is beginning to get routine. I’ve said for some time that if you really want to understand Facebook, then you have to go in as an advertiser (i.e. the real customer) rather than as a mere user. When you do that, you come face-to-face with the company’s amazingly helpful, automated system for helping you to choose the ‘custom audiences’ that you want to — or should be — targeting. A while back, Politico did a memorable experiment on these lines. Now The Intercept has done the same:
Earlier this week, The Intercept was able to select “white genocide conspiracy theory” as a pre-defined “detailed targeting” criterion on the social network to promote two articles to an interest group that Facebook pegged at 168,000 users large and defined as “people who have expressed an interest or like pages related to White genocide conspiracy theory.” The paid promotion was approved by Facebook’s advertising wing. After we contacted the company for comment, Facebook promptly deleted the targeting category, apologized, and said it should have never existed in the first place.
Our reporting technique was the same as one used by the investigative news outlet ProPublica to report, just over one year ago, that in addition to soccer dads and Ariana Grande fans, “the world’s largest social network enabled advertisers to direct their pitches to the news feeds of almost 2,300 people who expressed interest in the topics of ‘Jew hater,’ ‘How to burn jews,’ or, ‘History of “why jews ruin the world.”’”