"How ‘microtargeting’ works in political advertising" PBS Newshour 2/18/2014
Excerpt
SUMMARY: What you watch, read, buy and listen to online can tell political campaigns whether it’s worth their time and money to woo your vote. Gwen Ifill talks to Ken Goldstein of the University of San Francisco and Eitan Hersh of Yale University to learn more about how our digital footprints are being used in the evolution of political advertising.
GWEN IFILL (Newshour): In an age of hyper-connectedness, it was only a matter of time until the politicians found you. Does the music you stream make you a Democrat or a Republican? Do the programs you record to watch later give political ad-makers a clue to whether you’re persuadable? Satellite TV, radio and cable are all in on the game, which takes targeted advertising way beyond what you’re getting in the mail. But how does it work?
For that, we turn to Ken Goldstein, professor of politics at the University of San Francisco and former president of the Campaign Media Analysis Group, which tracks political advertising, and Eitan Hersh, assistant professor of political science at Yale University.
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