… In ways that are often invisible to voters, Big Data — the suite of powerful technologies and digital measurements that has upended so much in the world of commerce — is reshaping American politics.
This is the new electioneering. Campaigns analyze data like voter files and buying habits to pinpoint potential supporters, donors and volunteers and, crucially, to marshal votes. Political advertising, like all advertising, is increasingly tailored to a particular person’s interests through the use of digital information and computer algorithms. [cont.]
Micah Cohen, New York Times