The public policy issue is that voters might feel deeply offended by the specific search terms that were used to target them. Part of the reason that has purchase is that those individuals don't necessarily know what data the entities that are advertising to them have.
It's very hard as a user of Facebook to know what information Facebook has about you. It turns out if you were logging in to Facebook using two-factor authentication, they were using that and giving additional information to advertisers. That's what we learned in the recent breach affecting 50 million people or more. It goes to the idea that you should have as much information as possible regarding how you are now being included in the political process, and because there's a public interest in having political advertising that works on terms that we agree are legitimate in a democratic system.
If you're selling shoes, it doesn't bother me as much what search terms were used. If you're targeting people because you think they are racist or you might be able to encourage them to be more racist, you can't do that on an ad on Hockey Night in Canada because you're going to get called out on it, right? Everybody else sees it.
However, if it's microtargeted to an individual, you don't have that public element, so it behooves us to give more information to the individual, to enable them to make that assessment.