Cambridge Analytica Now Turning Their Attention To Your TV

Cambridge Analytica, the Anglo-American data and behavioral science firm that worked for Sen Ted Cruz (R-TX) and Donald Trump–and that sparked an investigation in the UK and inquiries by US lawmakers–has announced two initiatives in the past year that highlight some of the newer techniques in targeted advertising and the complex relationships that surround them. Since 2016’s presidential campaigns, the company has sought to expand further into targeted, or addressable, TV, an emerging type of data-driven ad technology that marketers and political campaigns can use to know not just what key audiences and voters like on TV and in other media, but also to determine what particular messages to show them and when.