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February 28, 2020 10:38 pm

Google's Black Box Algorithm Controls Which Political Emails Land in Your Main Inbox

Adrianne Jeffries, Leon Yin, and Surya Mattu, reporting for The Markup: Pete Buttigieg is leading at 63 percent. Andrew Yang came in second at 46 percent. And Elizabeth Warren looks like she's in trouble with 0 percent. These aren't poll numbers for the U.S. 2020 Democratic presidential contest. Instead, they reflect which candidates were able to consistently land in Gmail's primary inbox in a simple test. The Markup set up a new Gmail account to find out how the company filters political email from candidates, think tanks, advocacy groups, and nonprofits. We found that few of the emails we'd signed up to receive -- 11 percent -- made it to the primary inbox, the first one a user sees when opening Gmail and the one the company says is "for the mail you really, really want." Half of all emails landed in a tab called "promotions," which Gmail says is for "deals, offers, and other marketing emails." Gmail sent another 40 percent to spam. For political causes and candidates, who get a significant amount of their donations through email, having their messages diverted into less-visible tabs or spam can have profound effects. "The fact that Gmail has so much control over our democracy and what happens and who raises money is frightening," said Kenneth Pennington, a consultant who worked on Beto O'Rourke's digital campaign. "It's scary that if Gmail changes their algorithms," he added, "they'd have the power to impact our election."

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