"The clandestine swapping out of IDs in cookieless environments without consent hampers the campaign performance, data shows. Go figure. These ...
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Proponents argue microtargeting is a vital tool for allowing campaigns, big or small, to reach their audiences. “It’s a key tactic and most political campaigns . . . spend a lot of time and money building up their in-house email list of supporters and donors and volunteers, and that’s a hugely valuable asset,” said Grace Briscoe, vice-president of ad-tech platform Centro’s candidates and causes group. “Without that ability to target the sort of ‘potential’ and ‘somewhat likely’ support, if you have to blanket the entire market, you might have to spend twice as much to reach the people who want to.”
Read more in Financial Times.