The digital media system permits unprecedented opportunities to collect data about individual voters and target them with more precise ads. Recently, the behavioral targeting firm Blue Lithium launched what it calls a “Voter Network.” Here’s what its press release said [excerpt]: “The BlueLithium Voter Network is powered by the same advanced technologies that are widely used by brand marketers to influence consumer buying behavior. Political and issue-oriented campaigns now have the ability to leverage behavioral, demographic and geographic targeting to reach the most receptive and persuadable voters as they visit hundreds of top sites across the Web… The BlueLithium Voter Network reaches 119 million U.S. Internet users, or 65 percent of the US Internet population, making it larger than Google Search, AOL, MSN or MySpace. The network includes most of the 250 top household-name Web sites. Real-time reporting capabilities, and the ability to modify campaigns on the fly, deliver high levels of control and flexibility, important factors in the world of politics where tides can turn in a matter of hours.”
In a Aug. 29, 2007 Behavioral Insider interview, Blue Lithium’s CMO explained [my italics] that “[T]he rise of behavioral targeting allows campaigns to go beyond demographics or Zip codes to connect with voters based on highly specific interests and passions…Using online behavior, it becomes possible to identify people who are most engaged in and motivated by the issue based on sites they’ve visited, searches they’ve made, offers and ads they’ve been responsive to and communities of interest. In the past, campaigns were limited to looking at demographic markers like education level, age, income and race as a proxy for who might be interested in an issue…Online there’s a far richer pool of data to work with, including sites they visit, petitions, polls, or types of publications — and within [those pubs], specific articles they’ve read.
In addition to browsing, search and previous call-to-action response behavior, we’re finding that new approaches such as online polling on particular issues or special interests are a great way to identify activists. Questions like ‘Do you think the price of gas is too high?’ And ‘What should the government do about it?’ are ways of identifying preferences and profiling attitudes, and can be highly predictive of wider political orientations…We think that, as with Zip code targeting in swing states and districts in 2004, behavioral innovations forged in 2008 will become the new template for future campaigns.”
Before candidates and campaigns embrace such targeting techniques, they must examine the ethical and privacy concerns. Consumers and voters have no idea they are being tracked, profiled and targeted in this way. Protecting privacy in the digital age should be part of every candidates’ platform and position. Behavioral targeting and related interactive marketing approaches require strong federal consumer safeguards. Once those policies are in place, such new media election techniques can perhaps be done in a responsible manner.
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