Inside the Clinton Campaign's TV Data Strategy
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Call it Monday morning quarterbacking or 20-20 hindsight: Political practitioners and technologists on the left still are grasping for clues about which Clinton campaign decisions might have contributed to President Donald Trump’s win. Many wonder whether their own skills might have boosted her to a win in November. One of them is Carol Davidsen, a key developer of technology used for Barack Obama’s groundbreaking 2012 TV ad system, which was known as The Optimizer. She laments the campaign’s decision not to use a new ComScore TV analytics platform she helped build for 2016.
“It’s frustrating when you build something that is available to both sides, and the side you personally support doesn’t use it,” said Ms. Davidsen.
The Clinton camp’s decision not to work with the company, however, reflects the rapid changes that have taken place in the TV data world since 2012. Those changes enabled the campaign to build a system in-house that it says gave them a more refined and comprehensive view of the data than previously available. Among many questions surrounding the campaign, it’s now fair to ask whether that decision was the right move.
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