Early cybersecurity scholarship imagined a future of cyberwar that relied mostly on speculation since data was scarce.

I realized that the problems I had been seeing couldn’t be solved simply by, say, Facebook hiring staff to monitor the content on the site. The problems were inherent in the attention-based, algorithm-driven business model.

sent them the op-ed on October 30. They each responded the next day. The gist of their messages was the same: We appreciate you reaching out; we think you’re misinterpreting the news; we’re doing great things that you can’t see.

the price of Facebook (and Google) ads is determined by auction, and the cost of targeting more upscale consumers gets bid up higher by actual businesses trying to sell them things. As a consequence, Facebook was a much cheaper and more effective platform for Leave in terms of cost per user reached. And filter bubbles would ensure that people on the Leave side would rarely have their questionable beliefs challenged.

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