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PBS News Hour

How ‘microtargeting’ works in political advertising

What you watch, read, buy and listen to online can tell political campaigns whether it’s worth their time and money to woo your vote. Gwen Ifill talks to Ken Goldstein of the University of San Francisco and Eitan Hersh of Yale University to learn more about how our digital footprints are being used in the evolution of political advertising.
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January 22, 2026 - PBS News Hour full episode
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Season 2026 Episode 9
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