In 20 ten, facebook developed something called the friendsapi. That was the way that over forty thousand developers were given access to most people on the platforms personal data. And from 20 ten up until the last election, the amount of different advertising tools really became expediential in the ways i can decide to target you and everybody else like you based off any different category such as race and religion. But over those many years, the difference between what was done in 20 12 and 20 16 really came with the intention of the messaging. I didn't see micro targeting in 20 12 that used negative messaging, that used a kind of counter campaigning that spread the types of hate and fear. In 20 16