Recent research indicates that targeted advertising can significantly influence election outcomes by shaping voter perceptions, increasing turnout among specific demographic groups, and reinforcing existing political preferences. By using data analytics and microtargeting techniques, campaigns tailor messages to resonate with individual voters' values, concerns, and behaviors, which can enhance persuasion and mobilization efforts. Studies have shown that targeted ads can increase voter engagement and turnout, particularly among undecided or less politically active individuals. However, the overall effect size varies depending on the context, the quality of the data used, and the nature of the political environment. Some research also highlights concerns about the potential for misinformation and the creation of echo chambers, which can polarize electorates. While targeted advertising is a powerful tool, its influence is one factor among many in complex electoral dynamics.
