A tsunami of cash on behalf of hundreds of brands is about to eat your inventory, inflate prices, flood the zone. Politicians and PACs may spend more money in a shorter time span than at anytime in Internet history. But what is the plan? Where will the money go, into which media, with what targeting and to what effect? GMMB is the agency that the Democratic Party and candidates up and down their ticket have gone to for many cycles. We explore with them what has been learned and implemented in the last two election cycles about the role digital media really plays in driving behaviors – which channels will they lean on and how? Meanwhile, outside of the Beltway, how will the political season constrain other brands's plans.