Say what you will about political ad campaigns. But you have to admit, they pull out the stops to reach the right people.
One of the big technology trends they are embracing is IP Targeting. This is the ability to send digital ads down to the household level. It’s the digital equivalent of sending direct mail postcards to everyone in a household.
It takes partnering with a specialized provider who can match physical addresses with IP addresses. It’s not 100% foolproof (the typical match is 60-70%) but it’s pretty darned good and always improving. One company I spoke to this week claims it is accurate to within one meter.
The providers also retain a lot of control over the campaigns, like exactly where the ads show up.