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The great conundrum of campaigning on TikTok
Even if some candidates are voting for a possible ban.
Some political advertisers shifted spend from the platform in the 2022 midterm elections, but many pointed to other reasons for the change, like new privacy policies on the iPhone that made it harder to target users. “I don’t think there was a dent in political advertising [on Facebook] after Cambridge Analytica,” said Jon Jones, founder and CEO of advocacy firm Relation Agency, who served as the first digital strategist to Barack Obama’s 2008 presidential campaign. To Wilson, the former Rubio digital operative, using TikTok as a campaign tool while opposing its ownership structure ultimately isn’t all that different from advertising on any other platform a candidate generally disagrees with.
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