The databases explained
Based on a user’s browsing habits - such as what news websites they frequent - Google makes an assumption about whether that user has left- or right-leaning political views. In the US - but not in other countries, including the UK - political campaigns have the option to target people based on their political leaning. It was however possible for campaigns in other countries to upload their own lists of contact details - a database of party members, for example - to Google, which would then match it with users on its service so ads could reach those people directly. This will no longer be allowed. "It will take some time to implement these changes,” Mr Spencer explained. “We will begin enforcing the new approach in the UK within a week (ahead of the general election), in the EU by the end of the year, and in the rest of the world starting on 6 January, 2020." Campaigns, like any other advertiser, can still place ads against specific types of content - such as videos about football or articles on the economy - Google said.- 'Defining what is political advertising is hard'
- What big tech isn't telling us about election ads
- Online election ads - who is targeting whom?
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