Advances in digital set-top boxes and their ability to track viewing habits makes them a potential platform for microtargeted political ad campaigns, writes Vicki Hodder. Tim Kay, NCC Media director of political strategy, said: "Campaigns are matching it with their information to determine what their targets are actually watching." The trend could wrest some microtargeted ad dollars from social media and bring them back to traditional platforms such as radio and television, though candidate accountability via disparate messaging is cited as a potential drawback.

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