Campaigns in past cycles have used information about consumers’ personalities and interests to target ad buying. These days, marketers are increasingly making use of complicated data and targeting tools to buy their ads more efficiently. Political advertisers are interested in doing the same, according to Chris Choi, head of media at Blue State Digital, an agency that serves political groups.
Source: Political World Preps for Tech-Driven Ad Buying in 2016 Race – CMO Today – WSJ