WPP teams up with Haystaq for personalised political ads

Advertising group WPP has created a personalised online advertising tool in partnership with data analytics company Haystaq, reports the Financial Times. Haystaq holds data on 166 million people in the US, including which party they support and opinions on political issues. The company's database has previously been used for micro-targeting through direct mail and door-to-door canvassing, but WPP subsidiary Xaxis is now connecting it to its own database of millions of internet users. Xaxis CEO Brian Gleason said the Xaxis Politics tool would offer "laser-like targeting" of voters with a level of granularity not currently available in the market for online political targeting.
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