The Algorithm Gains Weight in the First Generals with Political Advertising Vetoed in the Networks

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In the weeks leading up to the general elections of 2023, the pages of the PSOE, the PP and Sumar paid Meta—the American technology owner of Instagram, Facebook and WhatsApp, among other platforms—between 665,000 and 975,000 euros in social media ads, according to data from the company’s ad library analyzed by infolibre. Only Sumar, Meta billed 147,088 euros, on which the technology did not inform the Court of Accounts, as required by the electo…