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And timandra harkness, if i could bring you in, i mean, do you think these ad campaigns contribute positively to political discourse? well, it depends what they are and what they're trying to say. i'm really struck by what sean said, about you've got to talk to voters where they are. if you want to talk to people where they are now, we are on social media. so i think it's less a case of it's a new thing to use technology and it transforms politics, it's more a case of political parties always want to reach us and persuade us and get us to do things. we're not usually members of political parti...

You know, for example, | it's a while ago now, i but the 2015 campaign, for example, the tories targeted a lot of lib - dem—held marginals. there was no transparency. you couldn't really see into what was going i on in that election. and then after they won, they sort of credited - the ability to spend a load of money on facebook - in those places. so, you know, ithink. there is...there's a kind of mixture of, like, - you know, mutual logic, folk folklore, but also - the ability to raise money and get volunteers mobilised and do those sorts of thingsl that help campaigns move as well. - well...

Technology because we're already obsessed with ourselves and insecure about who we are. and so if somebody provides a platform or a service or a company that says, well, everything will be tailored to you, katie, and your uniquely discerning tastes in whatever it is, politicians, biscuits, whatever it is you're looking at... biscuits, definitely. ..then...then we will respond to that because it's tapping into our anxieties, which are very particular to now and to western societies now, i think. does that mean you're letting the tech companies off the hook? not entirely. i mean, i do think ther...