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Social network lets campaigns match profiles with political habits and contact info, as Silicon Valley influence becomes ‘game-changer’ for targeted ads

If you lived in northeast Iowa, the evangelical stronghold where the battle for the soul of conservative American politics will play out in person on Monday, and happened to have given Senator Ted Cruz’s campaign your email address sometime in the last few months, you might find something especially appealing this weekend in your Facebook feed.

You might see, amid the family photos, a menacing video of Donald Trump talking about how “my views are a little bit different than if I lived in Iowa”. LIKE ON ABORTION, blares the sponsored ad from Cruz’s deep-pocketed, social media-savvy digital team. And you might wonder how this campaign managed, by paying Facebook, to differentiate between Trump’s “New York values” and “OURS”.

Related: Ted Cruz campaign using firm that harvested data on millions of unwitting Facebook users

We’re seeing politicians at all levels really take advantage of that targeting.

Related: Facebook's quarterly earnings surpass $5bn for first time thanks to ad sales

There’s an important difference between what people share voluntarily ... and what they have no desire to share.

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