Several years ago in Stockholm (2014) during a conference focus on the Internet, the Chief Technology Officer for Barack Obama's 2012 re-election campaign held a talk on how they revolutionary the campaign process by using targeted advertisement campaign on social networks, mostly Facebook, and how effective the technique was to reach voters during fund raising and getting their voters to vote. In their view, this was the first major use of social media during an election. The talk is still available on Youtube for those interested. (https://www.youtube.com/watch?v=G3WS9bs3Aps)

There are also articles from 2011 where political commenters noted how the Obama campaign broke new ground using targeted Facebook advertisement and outreach, and how EU politicians could learn from it. The many smaller, but in total larger donations given to Obama was contrasted with Hillary Clinton who had larger individual donations but less in total, and the commenters attributed this to the use of Facebook and finding and meeting a younger audience on those online platforms.

People thought that targeted advertisement was a good thing and politicians looked on the techniques from that election and saw the potential for power. It was mostly just those privacy advocates, free software advocates and security experts that expressed doubt and warned about the dangers.