Microtargeting

Microtargeting involves obtaining an extensive amount of information—much more than was possible before the use of high-speed computers and relatively cheap databases—about potential groups of voters. The leading Republican microtargeting firm is called TargetPoint Consulting, Inc.

Against these macro forces that structure presidential and congressional campaigns (among other races), campaign managers must find the best tools and make the best use of data to target their core voters with campaign messages. Nowadays, campaign managers are debating the impact of microtargeting and various other targeting tools. Some managers argue that technological advances empower them to send specific and highly personalized messages to particular segments of the electorate in more efficient ways than ever.

The increased prevalence and importance of data-driven microtargeting have had consequences for the character of Canadian political parties and the party system. In this era of electoral-professional parties, data-driven microtargeting, strategic political communication, and message control now dominate to the point that they determine even the most mundane of party activities (Flanagan 2014).

Microtargeting has also enabled advertisers to discriminate in ways that are hard for regulators to catch.