Campaign professionals find themselves at the intersection of three critical issues being debated in our society today: Freedom of Speech, Election Integrity, and Privacy. And recent changes to campaign advertising policies by Twitter, Google, and (likely) Facebook have forced our industry to rethink our reliance on these targeting tools for online advertising.
But remember why we use data for targeting online advertising in the first place: We want to reach more voters more efficiently. The bar for efficiency is set pretty low in politics given that broadcast mediums and cable TV involves lots of impressions outside of a targeted electorate. A study from Targeted Victory and Google found that 75 cents of every dollar spent on broadcast TV went outside of the target district in 2014.