Microtargeting
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Microtargeting is the use of online data to tailor advertising messages to individuals, based on the identification of recipients’ personal vulnerabilities. Such tactics can be used for promoting a product or a political candidate.[1] Direct marketing data mining techniques that are used often involve predictive market segmentation (aka cluster analysis). Microtargeting's tactics rely on transmitting a tailored message to a subgroup on the basis of unique information about that subgroup.
Microtargeting is increasingly used by
Microtargeting can also be used, sometimes by foreign actors, to spread disinformation about political candidates and events among target groups.[4][5][6] For example, during the 2016 U.S. election, Russian disinformation campaigns targeted Facebook followers and now-defunct Cambridge Analytica exploited their data.[7][8][9] Concerns about the legality and restriction of microtargeting have been raised in both Europe and the United States.[10][11][12]
History
Although some of the tactics of microtargeting had been used in California since 1992, it really started to be used nationally only in 2004.[13] In that year, Karl Rove, along with Blaise Hazelwood at the Republican National Committee, used it to reach voters in 18 states that George W. Bush's reelection campaign was not able to reach by other means. The results were greater contacts with likely Bush voters. For example, in Iowa the campaign was able to reach 92% of eventual Bush voters (compared to 50% in 2000) and in Florida it was able to reach 84% (compared to 50% in 2000).[14] Much of this pioneering work was done by Alex Gage and his firm, TargetPoint Consulting.
Also in 2004,
Democrats did limited microtargeting in 2004, with some crediting microtargeting for Kerry's win in Iowa in 2004.
From 2010 to 2012, the United States Agency for International Development (USAID) operated the social media network ZunZuneo in Cuba in a microtargeting effort to identify those in support and opposed to the Cuban government so a "Cuban Spring" could be promoted on the platform.[23]
In the 2016 United States presidential election, Cambridge Analytica played a role in first promoting Ted Cruz and, eventually, Donald Trump.[24] However, the claims of Cambridge Analytica's influence, made by its managers, have not been proven, and Cruz's opponent Ben Carson was ultimately unsuccessful even though he, too, involved Cambridge Analytica in his campaign.[25]
Method
Microtargeting is a form of targeting that uses recent technological developments to gather large amounts of online data. The data from people's digital footprints is analysed to create and convey messages that reflect an individual's preferences and personality.
The databases contain specific information about a particular voter (party affiliation, frequency of voting, contributions, volunteerism, etc.) with other activities and
These databases are then
Once a multitude of voting groups is established according to these criteria and their minute political differences, then the tailored messages can be sent via the appropriate means. While political parties and candidates once prepared a single television advertisement for general broadcast nationwide, it is now not at all uncommon to have several dozen variations on the one message, each with a unique and tailored message for that small demographic sliver of the voting public. This is the same for radio advertisement, direct mail, email, as well as stump speeches and fundraising events.
See also
References
- PMID 34330948.
- ^ COLOMINA, Carme; SÁNCHEZ MARGALEF, Héctor; YOUNGS, Richard (2021). The impact of disinformation on democratic processes and human rights in the world (PDF). Directorate General for External Policies of the Union.
- ^ Bogle, Ariel; Briggs, Casey (5 April 2022). "How political parties are using microtargeting to sway voter choices ahead of the federal election". ABC News. Retrieved 23 December 2022.
- S2CID 244284473.
- S2CID 212797110.
- ^ Torres-Spelliscy, Ciara (September 21, 2020). "A Lie Just for You in 2020 | Brennan Center for Justice". www.brennancenter.org. Retrieved 23 December 2022.
- ^ Dawson, Jessica (2021). "Microtargeting as Information Warfare" (PDF). Cyber Defense Review. Winter: 63–79.
- )
- ^ Rosenberg, Matthew; Confessore, Nicholas; Cadwalladr, Carole (17 March 2018). "How Trump Consultants Exploited the Facebook Data of Millions". The New York Times. Retrieved 23 December 2022.
- S2CID 213562443. Retrieved 23 December 2022.
- ^ "Two Bills Introduced to Restrict Microtargeting of Political Ads". EPIC - Electronic Privacy Information Center. May 27, 2020. Retrieved 23 December 2022.
- ^ "H.R.4955 - Banning Microtargeted Political Ads Act of 2021117th Congress (2021-2022)". Congress.gov. Retrieved 23 December 2022.
- ^ a b Chad Vander Veen, Zeroing In, www.govtech.net, Jan 2, 2006 Archived 2006-10-14 at the Wayback Machine, accessed November 1, 2006.
- ^ a b c d Yochi J. Dreazen, Democrats, Playing Catch-Up, Tap Database to Woo Potential Voters, The Wall Street Journal, October 31, 2006, A1.
- ^ Ben Smith, Bushies Kvelling Over Orthodox Jeff Ballabon, "Observer", March 28, 2005.
- ^ Smith, Ben (28 March 2005). "Bushies Kvelling Over Orthodox Jeff Ballabon". The Observer.
- ^ The Forward 50; Lead Players on a Global Stage, November 12. 2004.
- ^ "THE FORWARD 50; Lead Players on a Global Stage - Be'chol Lashon". 2023-09-28. Archived from the original on 2023-09-28. Retrieved 2024-01-17.
- ^ Schaller, T: New Math: How a trio of savvy Kerry campaign workers used a fresh voter equation to win Iowa., web only. American Prospect, 2004.
- ^ Martin Kettle, "How Democrats missed the vote", The Guardian, November 3, 2006 [1], accessed February 2, 2007
- ^ a b Dan Balz, Democrats Aim to Regain Edge In Getting Voters to the Polls, Washington Post, October 8, 2006, accessed November 7, 2006. [2]
- ^ Jadhao, Amar, Increasing Use of Microtargeting and Geofencing in Political campaigns (March 24, 2021). Available at SSRN: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3811268
- ISBN 978-1-4798-5759-3.
Quite saliently, this is what political campaigns call 'microtargeting,' in which data-driven profiles tailor political messages to potential voters on the basis of demographics, interests, and hobbies. And quite unsurprisingly, this is also exactly what the U.S. Agency for International Development (USAID) did from 2010 to 2012 in a haphazard attempt to destabilize Cuba with a 'Cuban Twitter' named ZunZuneo. ... U.S. state-employed contractors also developed the aforementioned three political measurable types with goals of fomenting what was optimistically called a 'Cuban Spring.'
- ^ Rhys Blakely (2016-09-22). "Data scientists target 20 million new voters for Trump". The Times.
- Spiegel Online.
- ^ Krotzek, Lennart J. "Inside the Voter's Mind: The Effect of Psychometric Microtargeting on Feelings Toward and Propensity to Vote for a Candidate." International journal of communication [Online], 2019, p. 3609+. Gale Literature Resource Center, https://link.gale.com/apps/doc/A610256042/LitRC?u=ucberkeley&sid=LitRC&xid=0b2d9447 . Accessed 22 Sept. 2020.
- S2CID 202255877.
- ^ Aaron Blake (August 15, 2007). "DNC holds national training as it rolls out new voter file". The Hill.[dead link]
- ^ James Verini (December 3, 2007). "Big Brother Inc". Vanity Fair.
- ^ S2CID 52047339.
External links
- Romney's Data Cruncher – Washington Post (Online) – July 5, 2007.
- Karl Rove's Split Personality – Vanity Fair (Online) – December, 2006.
- Va. Gubernatorial Hopefuls Use Data to Zero In on Voters – Washington Post (Online) – August 28, 2005.