Traditional media is more hands-on and face-to-face. There are salespeople involved, and better money trails. This is largely because the salespeople get a cut of the money spent.

Since Facebook decided to cut the salespeople out and automate the ad buying process, there are no gatekeepers. There is no salesperson wondering why an ad buy for a local congressional race is paid for with a check from a Russian bank.

Facebook and others are trying to build makeshift gatekeepers through AI. But AI, while very interesting, is still not up to the task.