Daily Dashboard

Candidates Turning to OBA To Win Elections

BEHAVIORAL TARGETING—U.S.

February 21, 2012

The New York Times reports on a sea change in political advertising: microtargeting based on behavior. "Forty years ago, you'd watch the same evening news ad as your Democratic neighbor," said one expert, noting that television viewers in four U.S. states recently saw two different versions of the same campaign ad for Mitt Romney based on data such as addresses, voter registration records, websites visited, the kinds of credit cards or cars they had and charitable donations made. The trend is possible thanks to campaign consultant groups, and it's increasingly popular, the report states. (Registration may be required to access this story.)
Full Story