Political behavioural targeting
summary
Panelists describe concrete methods: campaigns start with public voter files (names, turnout, party), match them to credit‑card, subscription and consumer databases, then survey 5,000 people to train models and classify targets. Digital ad spend jumps from ~$159M (2012) to a projected ~$1B (2016). Facebook’s get‑out‑the‑vote reminder shows a reported 62% turnout lift in their sample. Examples include hyper‑targeted direct mail (75 distinct issues) and snowmobile‑owner appeals; legal limits hinge on GDPR safeguards.
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chapters (5)
- 0:00Start
- 0:18Chris Hoofnagle UC Berkeley (US)
- 3:39D. Sunshine Hillygus Duke University (US)
- 9:09Frank Pasquale University of Maryland (US)
- 17:37Claes de Vreese Amsterdam School of Communication Research (NL)
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