WASHINGTON (AP) — There was a time when political campaigns would try to make inroads with groups such as soccer moms or white working-class voters.
Those days are gone. Operatives now are targeting specific individuals, and in some places, they can reach those folks directly through their televisions.
Welcome to Addressable TV.
It's an emerging technology that allows advertisers from Senate hopefuls to insurers to pay some broadcasters to pinpoint specific homes.
Advertisers have long bought ads knowing that only a fraction of the audience is likely to respond to them. Allowing campaigns — political or not — to finely hone their TV pitches to individuals could let them more efficiently spend their advertising dollars.