Cookie-Based, Voter-File Online Ad Targeting: Reality vs. Hype

Hi folks, my latest Campaigns & Elections article is up, and it looks at some critiques of the new trend toward using online ad networks to target individual voters through online “cookies.” As we’ve seen, online political advertising in 2012 is relying more and more on this technique, and of course we’re seeing pushback. In the piece, I go through some of the potential pitfalls with voter-file targeting and ask several of the vendors to respond.

The upshot: the vendors I talked to agree that it’s part of a balanced breakfast, an important tool but not the be-all and end-all of digital persuastion for campaigns. Check it out and see what you think.


Written by
Colin Delany
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