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" ... As we hit the home stretch of the American presidential election and many notice the volume of political ads and outreach surging, those interested in learning more about the historical roots of big data and microtargeting in American politics may find themselves reading If Then by Harvard history professor and Pulitzer-nominated author Jill Lepore. If Then – a reference to one of the foundational concepts in computer science – traces the history of the Simulmatics Corporation, which in the late 1950s developed a technology called the “People Machine” that was based on the then-revolutionary method of using computers to forecast human behavior. Simulmatics achieved some of its greatest success in politics, advising John F. Kennedy’s 1960 presidential campaign and (unjustifiably) claiming credit for his victory, but the company also worked with venerable institutions like the Department of Defense and the New York Times before it was shuttered. Lepore uses this historical lens to dig into the American public’s earliest fears about computers manipulating the electorate and threatening democracy, drawing on the example set by Simulmatics – “Cold War America’s Cambridge Analytica” – to explore how today’s Big Tech companies today are falling prey to a similar desperation to predict (and control) human behavior. ... "
" ... Flustered politicians, regulators and pundits can’t change that. In fact, politicians depend on Facebook microtargeting for their own advertising efforts; they won’t bite the hand that feeds them. ... "
" ... Paid social can get you quicker results when you want to build interest or draw attention to a specific event or issue. Social media platforms excel at microtargeting audiences, so you can buy access to pretty much any demographic you’re trying to reach. While that allows you to pinpoint a message, the medium is shallow; messages have to be short and high impact. Use social to drive viewers to more detailed information (white papers, videos, etc.) elsewhere. As with other types of content, map your social media initiatives to business goals; don't just use social for its own sake. ... "