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"Ad tech is a multibillion-dollar behemoth that’s drawing devotees in every industry, from real estate to retail. So it shouldn’t be surprising that politicians are getting savvy about the space as well.
Though internet-driven political campaigns are almost as old as the internet itself, in-house media strategies were rare in the pre-Obama era, according to Grace Briscoe, who leads the Candidates and Causes unit for the ad-tech company Centro. Per Briscoe, since the 2012 election cycle, candidates are bringing digital in-house and building out those teams in much the same way as big brands are building out their own in-house teams."
Read more in Adweek.