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Ads targeted using profiles generated from individual voters’ stated interests are more successful in shifting attitudes, according to Online Privacy Foundation research

Using “psychographic” profiles of individual voters generated from publicly stated interests to target political campaigning really does work, according to new research presented at the Def Con hacking conference in Las Vegas, Nevada.

The controversial practice allows groups to hone their messages to match the personality types of their targets, and is being used by firms including Cambridge Analytica and AggregateIQ to better target voters with political advertising with so-called “dark ads”.

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