Wendy Davis Opponent Is Working with Data-Hungry Ad Firm
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One of the most-watched gubernatorial races of the year has access to consumer data that only a few years ago would not have been available for digital political advertising.
Targeted Victory, the firm that ran digital advertising for Mitt Romney’s failed 2012 presidential bid, has enhanced its ad targeting system with information such as purchase behavior and issue-based leanings. Among its many clients are GOP opposition-research group America Rising and Texas Attorney General Greg Abbott, the Republican running against recent Democratic darling, Texas State Senator Wendy Davis.
The fact that statewide and national election campaigns have enhanced their core political data sets with commercial data such as TV viewing information and demographic data is nothing new. However, this midterm election season we can expect more data-layering by smaller campaigns that have typically had fewer resources. Firms like Targeted Victory, which serves candidates and groups on the right, will facilitate that. The company has integrated information from DataLogix and i360 into the self-serve platform it offers clients.
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