How Political Campaigns Use Data To Target Ads To Voters (HBO)

There’s a lot that’s confusing about the Cambridge Analytica Facebook story. But at the heart of it is a really simple motivation. Political campaigns want to advertise to voters in the most efficient way possible. That means they want to find voters at times when they’re paying attention and show them an ad that engages them.

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(Source: VICE News, https://www.youtube.com/watch?v=ZP3kLe_3uLo)