Commentary

Behavioral Targeting Trumps Demographic Targeting In Politics

It might make sense to target different political ads to different geographic regions or demographic groups, but that kind of targeting doesn't always pan out. That's according to Martha Patzer, principal of the consultancy 270 Strategies.

What type of data is useful to ad-targeters? Information about people's prior Web activity, Patzer says.

"Past online behavior was really a better behavior for future behavior than anything else, including where you live or how old you are," she says.

Next story loading loading..

Discover Our Publications