The firm gathers publicly available voter files from all 50 states and supplements this with records of political donations and other profiles purchased from commercial data brokers, says CEO Jeff Dittus. Then, working with about 100 high-traffic websites that register their users, they can match the offline data to the online identities of individuals.
TV ads are expensive because
a) broadcasters have to buy content to attract viewers;
b) the ads also poorly targeted because they don't necessarily know who is watching what.
The Political Cookie solves this problem because
a) on the web the content is cheap due to the fact that users create it themselves;
b) the ads are precisely targeted because sites and apps know exactly who's is watching what.
As the result, the politicians get the best of both worlds. Now, we need to figure out what the voters get.
tags: problem, solution, trade-off, internet, control, aboutness