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Brad Parscale and Lesley Stahl / CBS News

Brad Parscale, the Trump campaign's digital director, tells Lesley Stahl on tonight's "60 Minutes" that the campaign averaged 50,000 to 60,000 different Facebook ad versions every day, some days peaking at 100,000 separate iterations (with minute shifts in design, colors, backgrounds, words).

  • Why it matters ... Parscale: "Twitter is how [Trump] talked to the people, Facebook was going to be how he won."
  • Parscale says he used the majority of his digital ad budget on Facebook, which were particularly efficient in reaching the rural vote: "Facebook lets you get to…15 people in the Florida Panhandle that I would never buy a TV commercial for."
  • Infrastructure proved to be a powerful theme: "I started making ads that showed the bridge crumbling … That's micro targeting … I can find the 1,500 people in one town that care about infrastructure. Now that might be a voter that normally votes Democrat."
  • Parscale received help from Facebook "embeds" provided by the company, who showed up to work at his office multiple days a week. He says they had to be Republican, and he questioned them to make sure: "I wanted people who supported Donald Trump."
  • Parscale: "These social platforms are all invented by very liberal people on the West and East Coast. And we figure out how to use it to push conservative values. I don't think they thought that would ever happen."

Go deeper

Updated 4 hours ago - World

Mexican President López Obrador tests positive for coronavirus

Mexico's President Andrés Manuel López Obrador during a press conference at National Palace in Mexico City, Mexico, on Wednesday. Photo: Ismael Rosas/Eyepix Group/Barcroft Media via Getty Images

Mexican President Andrés Manuel López Obrador announced Sunday evening that he's tested positive for COVID-19.

Driving the news: López Obrador tweeted that he has mild symptoms and is receiving medical treatment. "As always, I am optimistic," he added. "We will all move forward."

4 hours ago - Politics & Policy

Sarah Huckabee Sanders to run for governor of Arkansas

Sarah Huckabee Sanders at FOX News' studios in New York City in 2019. Photo: Steven Ferdman/Getty Images

Former White House press secretary Sarah Huckabee Sanders will announce Monday that she's running for governor of Arkansas.

The big picture: Sanders was touted as a contender after it was announced she was leaving the Trump administration in June 2019. Then-President Trump tweeted he hoped she would run for governor, adding "she would be fantastic." Sanders is "seen as leader in the polls" in the Republican state, notes the Washington Post's Josh Dawsey, who first reported the news.

Coronavirus has inflamed global inequality

Illustration: Aïda Amer/Axios

History will likely remember the pandemic as the "first time since records began that inequality rose in virtually every country on earth at the same time." That's the verdict from Oxfam's inequality report covering the year 2020 — a terrible year that hit the poorest, hardest across the planet.

Why it matters: The world's poorest were already in a race against time, facing down an existential risk in the form of global climate change. The coronavirus pandemic could set global poverty reduction back as much as a full decade, according to the World Bank.