Big Data and Microtargeted Political Ads in Election 2012: The Challenge Ahead

Big Data and Microtargeted Political Ads in Election 2012: The Challenge Ahead, a whitepaper published by IAB in February 2013, serves as a follow-up and bookend to the initial research and whitepaper on campaign microtargeting the organization put out in October 2012. In this follow-up, we again consult experts to get a post-election summary of their thoughts on political microtargeting and to discuss the growing impact of the microtargeted online space.

Notably, among our nearly twenty principal sources, New York Times statistician and blogger Nate Silver discusses how microtargeted messaging is part of a more data analytics-driven culture that we’ll see in successful political . . .