Yahoo! has unveiled an online targeting ad category for elections–raising serious questions about privacy and potential voter manipulation. Now, in addition to fast foods and cars, marketers can use Yahoo!’s ad platforms to target voters. Here’s what Yahoo! says it can do [excerpt]:
“The most sophisticated targeting tools that allow micro-targeting of audiences… We offer the most targeted elections audiences with more options than any other network or media…
Control and manage your message with paid media solutions designed to deliver on your objectives…
Create impact with rich, interactive ads designed to allow data capture and video…
Extensive data and analytics that ensure strategic measurement of results…
Access tools that provide detailed information on who is interacting with your ads. Gain an extra edge during your campaign with detailed trial and repeat data on consumers exposed to your messages…Yahoo! offers consulting on rich media solutions—ensuring your campaign is maximized to meet its target objectives and is leveraging the latest technology and most cutting edge learnings in creative and technical best practices.”
Among the targeting tools Yahoo! offers candidates and campaigns are [excerpt]:
“Behavioral Targeting
Target visitors by what they are currently doing and have been doing. Looking for car shoppers, soccer moms or recent shoppers in any category? We have them.
Database Targeting
You’ve done a lot to build your database, how about putting it to work on Yahoo!? Match your customers with ours, use your own segmentation, target messages to your best customers, and find lots more who look-like them too.”
None of these new media marketing approaches should be used by candidates and campaigns. There first should be a broad public debate about the power of these technologies and how they might be used. Only after we have the appropriate national privacy policy and the development of ethical and legal standards for electoral digital micro-targeting and marketing, should we see campaigns embrace the full range of online advertising approaches.
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