In March 2018, Christopher Wylie divulged details of Cambridge Analytica, a political consulting firm run by Alexander Nix and ties to Robert Mercer and Steve Bannon. The firm was known to use private information taken from Facebook and a advertising technique known as Microtargeting.
Microtargeting uses the data of individuals to provide hyper-personalised advertisements. When the new stories of what Cambridge Analytica was doing began to surface, there was a panic about how micro targeting had been used to effectively persuade individuals to vote in a different way.
In order to test the effectiveness of microtargeting, I went through the process of building a microtargeting advert generator. I used the OCEAN personality model (Openness, Conscientiousness, Extroversion, Agreeableness and Neuroticism) to build up an archive of images and slogans that I thought would work better than others on certain personality types and using the OCEAN model as a guide.
The generator I made allows the user to input their own personality characteristics which are then used to generate an advert that will be specifically created for them for maximum effectiveness.
This is part of an open source investigation into microtargeting. The code for the generator is available here.