RNC's Voter Data Provider Teams Up With Google, Facebook and Other Ad Firms

The Republican National Committee's exclusive data provider, Data Trust, is set to announce a slew of new partnerships with digital ad firms, part of an effort to make the party's voter information more readily available to candidates and allies after years of lagging Democrats. Data Trust has formed relationships with Google, Facebook, Rocket Fuel, Collective, Quantcast, Resonate, TubeMogul, Targeted Victory and Yume, according to the company, that will let right-leaning organizations go directly to those companies and target video, display, mobile and social ads using the RNC data managed by Data Trust. The data in play is the RNC's core information on voter history, Data Trust said. It will not include proprietary strategic information such as voter scores that individual campaigns might feed into their databases at Data Trust. Other digital ad firms have offered targeting using voter data for years, but this is the first time since Data Trust was formed in 2013 as the RNC's exclusive data provider that the party's information has become available through wide distribution with ad tech firms.