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Presidential Campaign Utilizes Behavioral Targeting

ONLINE PRIVACY—U.S.

March 19, 2012

The Obama reelection campaign has built a centralized digital database containing information about prospective voters, POLITICO reports. By merging offline data--like voter files and information purchased from data brokers--with online data from social networking sites, among others, the campaign is attempting to target voters with specific messages, and, the report states, Republican campaigns are using similar practices. Privacy advocates say the practice runs counter to last month's proposed Privacy Bill of Rights. An Obama campaign official said, "This campaign has always and will continue to be an organization that respects and takes care to protect information that people share with us...We go to great lengths to make sure that supporters have the ability to opt out of communication and contact from the campaign."
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