It’s not clear to what extent Cambridge Analytica helped (Parscale denied that Cambridge was of any use in a recent 60 Minutes interview), but we do know that Trump’s digital operation was shockingly effective. Samuel Woolley, who heads the Computational Propaganda project at Oxford’s Internet Institute, found that a disproportionate amount of pro-Trump messaging was spread via automated bots and anti-Hillary propaganda. Trump’s bots, they reported at the time of the election, outnumbered Clinton’s five to one.
Pro-Trump programmers “carefully adjusted the timing of content production during the debates, strategically colonized pro-Clinton hashtags, and then disabled activities after Election Day.”
Martin Moore, director of the Centre for the Study of Media, Communication and Power at King’s College, told the Guardian’s Carole Cadwalladr that Trump’s campaign “was using 40-50,000 variants of ads every day that were continuously measuring responses and then adapting and evolving based on that response.”
These online ads were spread primarily through bots on social media platforms. The ads that got liked, shared, and retweeted the most were reproduced and redistributed based on where they were popular and who they appealed to.