Google changed its targeting policies to shine a light on political ads, but campaigns are now eyeing more opaque platforms

Google's policy change has political advertisers eyeing more opaque platforms

Ultimately, the debate over political ad targeting and transparency has highlighted how the digital advertising market has been left to regulate itself.

Political advertisers and digital platforms alike are eager for the government to step in. Facebook CEO Mark Zuckerberg has explicitly called on Congress to provide clearer guidelines so that digital platforms no longer need to make calls that will inevitably anger some of their users or clients. And political advertisers say a government standard would provide them clarity and stability to strategize and execute their plans.

To be sure, just because there aren't rules in place doesn't mean platforms are allowing a free-for-all of political ads. MediaMath does not allow false or deceptive advertising on its platform for commercial or political advertisers, for example, and is considering whether targeting restrictions may be appropriate for political ads on its service. The Trade Desk and Centro both have minimum audience sizes political advertisers are allowed to target.

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