Quantifying the persuasive impact of ad-targeting using an archive of real campaigns’ ad experiments

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• Ben Tappin (London School of Economics)
• Wednesday 27 November 2024, 15:00-16:00
• Online.

If you have a question about this talk, please contact Miriam Remshard.

Much has been written about the persuasive power of ad-targeting in politics. However, current evidence is limited in several ways. I will show some new evidence from an ongoing project in which my coauthors and I conducted a meta-analysis of hundreds of experiments testing real political ads paid for by real political campaigns in America. Using the subgroup heterogeneity in ad effects estimated in this meta-analysis, I will then show a simulation of the potential persuasive impact of targeted advertising for political campaigns in America. The results of the simulation suggest the persuasive impact of such targeting is likely to be small in practice, perhaps even negligible given current campaign practices.

This talk is part of the Social Psychology Seminar Series (SPSS) series.

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