National: Despite backlash over political ads, Facebook’s role in elections will only grow | Los Angeles Times
Negative headlines. Congressional inquiries. Corporate apologies. The heightening scrutiny surrounding Facebook after it allowed Russian trolls and inflammatory political ads to spread on its network is the kind of thing companies would do anything to avoid. But don’t expect it to harm the tech giant’s bottom line. As the political world looks to apply the lessons of Donald Trump’s victory to future campaigns, one of the few clear conclusions is that Facebook played an outsized role in propelling the candidate to his improbable win. The company’s ability to affordably target hyper-specific audiences with little to no transparency gives it a distinct advantage over other forms of media, researchers and political operatives believe.