Professor Developing Tool to Track “Microtargeting” Political Ads

UW-Madison Professor Young Mie Kim is developing a tool to track targeted political ads. “Kim, in partnership with the Office for Creative Research in New York City, is developing an online tool called Floodwatch Elections. The project was one of 22 chosen from more than 1,000 applicants in the Knight News Challenge. Floodwatch Elections is a Web tool that will track online political ads that are personally customized to an individual voter. Such advertising activity is called ‘microtargeting’ because it is specifically customized to a person based on personal data such as browsing history.”