Who Do Parties Target?: Worldwide Evidence on Political Microtargeting

This chapter examines how political parties around the world design and implement targeting strategies in their digital campaigns, highlighting both common practices and important differences across contexts. It asks: How prevalent is political microtargeting across the globe, and how does its use vary across countries and parties? To answer this, the chapter draws on a unique dataset of Facebook and Instagram political advertisements placed during 113 national elections in 95 countries between 2020 and 2022, covering more than 54,000 advertisers and 2.5 million ads. The analysis shows that digital targeting has become a near-universal campaign feature, though its specific use reflects institutional, regulatory, and political conditions. Most campaigns employ relatively simple criteria such as location and demographics, rather than the highly sophisticated methods often assumed in public debates. The chapter concludes by discussing implications for research and regulation, stressing the need to link studies of digital campaigning more closely with theories of party competition and democratic accountability.