The same technology that allows consumers to stream shows and video from any device also allows campaigns to target those viewers with political ads.
Some streaming services only allow campaigns to target viewers by zip code, but others allow advertisers to take voter data.
Narrow targeting technology is especially appealing to advertisers in areas like Kansas City that straddle a state line, thereby diluting the impact of state-specific advertisements that air on traditional broadcast television.
An estimated $1.8 billion will be spent on digital advertising during this election cycle, according to research firm Borrell Associates. That would be a record.
That number looks likely to rise in the future, analysts say, as campaigns experiment with people’s tolerance for being served political ads on their mobile devices.
Read more: KCUR