Political campaigns tap into the same intrusive adtech tracking systems used to deliver online behavioral ads. We saw a glimpse into how this worked after the Cambridge Analytica scandal, and the system has only grown since then.

In 2020, Open Secrets found political groups paid 37 different data brokers at least $23 million for access to services or data. These data brokers collect information from browser cookies, web beacons, mobile phones, social media platforms, and more.

These political data brokers make a lot of promises to campaigns. TargetSmart claims to have 171 million highly accurate cell phone numbers, and i360 claims to have data on 220 million voters. They also tend to offer specialized campaign categories that go beyond the offerings of consumer-focused data brokers. Check out data broker L2’s “National Models & Predictive Analytics” page, which breaks down interests, demographics, and political ideology—including details like "Voter Fraud Belief," and "Ukraine Continue." The New York Times demonstrated a particularly novel approach to these sorts of profiles where a voter analytics firm created a “Covid concern score” by analyzing cell phone location, then ranked people based on travel patterns during the pandemic.

As streaming video services integrate more ad-based subscription tiers, that likely means more political ads this year. One company, AdImpact, projects $1.3 billion in political ad spending on “connected television” ads in 2024.

Political ad spending on Google (mostly through YouTube) is projected to be $552 million, while Facebook is projected at $568 million.

Managing the flow of all this data might feel impossible, but you can take a few important steps to minimize what’s out there. The chances you’ll catch everything is low, but minimizing what is accessible is still a privacy win.