Mike Bloomberg’s stockpile of cash, swarm of employees and paid social media influencers are testing the abilities of online platforms -- and his Democratic challengers -- to keep up with an expensive internet campaign.
“We're in the position where tech companies can't even apply their own policies to what we're seeing,” said Mark Jablonowski, chief technology officer at DSPolitical, a digital advertising firm that has worked with several Democratic campaigns this year. “It's a different paradigm, and this mix is likely to be effective.”
Earlier this month Bloomberg exposed a loophole in Instagram's policies to run humorous, self-deprecating messages promoting himself on accounts of popular Instagram personalities with millions of younger followers. In Obama’s hometown of Chicago, Rep. Danny Davis, a longtime Democratic congressman, has heard from people who thought Obama had endorsed Bloomberg. And even those who know Obama hasn't endorsed Bloomberg find the message highly effective, Davis said.
“I hope they don’t cross that line again, but he really doesn’t have anything to lose,” McGowan said.
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