Big Data Meets the Ballot Box

Just as industries like retail and health care are harnessing the power of big data to more effectively reach consumers, so too are political advertisers.

Campaigns and outside groups made use of mountains of data about voters as they spent more than $1 billion on televised political advertisements this midterm cycle, according to an estimate from the Wesleyan Media Project, which tracks political TV advertising. Campaigns love the ability to target narrower groups of voters, but some argue the practice could feed into the polarized political climate in the U.S.

Article in +US News & World Report