DISTURBINGLY OMNISCIENT: Digital strategy firms' analytical wizardry enables them to "slice and dice" the electorate so precisely that they can zero in on voters in a single apartment block.
NEW YORK: By one estimate US online political advertising could quadruple to nearly US$1bil (RM3.70bil) in the 2016 election, creating huge opportunities for digital strategy firms eager to capitalise on a shift from traditional mediums like television.
These firms – mostly small, partisan and based in Washington and surrounding suburbs – have grown in sophistication since the last presidential election in 2012. A niche sector in a multi-billion election industry, they are poised to play a much bigger role in 2016 as digital ads assume more importance and change the way political money is spent on advertising.
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