Campaigns to Track Voters with "Political Cookies" Candidates match voter records with sophisticated online tracking to target their ads. Are they going too far?
Jessica Leber Technology Review June 27, 2012
Many of the advertisements people see online today are customized. Using so-called browser cookies, advertisers can track a given Web surfers' habits and serve them relevant ads.
This election year, a related type of targeted ads-one relying on "political cookies"-is coming into widespread use.
The technology involves matching a person's Web identity with information gathered about that person offline, including his or her party registration, voting history, charitable donations, address, age, and even hobbies.