I think the degree that Trump went to in terms of digital targeting was pretty unprecedented from what I've read. They also used the same data to target ads for voter suppression too; an ad targeted at black people in a close district to try and influence them to stay away from the polls.
Obama targeted the ground game to the neighbourhood level which was a big thing at the time. Trump targeted individual people.
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Uncertainty is an uncomfortable position.
But certainty is an absurd one.
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