Report: Microsoft Is Using Your Data To Target Political Ads On Xbox Platform

Xbox Political campaign

This is not really a surprise information. Washington Post today reported that Microsoft handed out promotional materials Thursday at CPAC, the annual conference for conservatives to promote its advertising system for targeting political ads. Microsoft runs some key web based properties like  Xbox Live, Skype, MSN and other which can be used for advertising. Microsoft is building a profile based on you and the selected ads specific to demographic categories, or to specific congressional districts will be targeted towards with the help of your profile.

 The ads, which would appear on the Xbox Live dashboard and other Microsoft products, combine Microsoft user IDs and other public data to build a profile of Xbox users. Campaigns can then blast ads to selected demographic categories, or to specific congressional districts. And if the campaign brings its own list of voter e-mail addresses, Microsoft can match the additional data with individual customer accounts for even more accurate voter targeting.

Microsoft is particularly aggressive in selling its ability to reach women, Latinos and millennials; across the company’s other platforms, such as MSN, Microsoft has developed consumer categories like “Ciudad Strivers” and “Nuevo Horizons” that attempt to describe a set of characteristics including age, type of residence and income level. At a time when virtually all politicians are resorting to microtargeting, this technology could help Microsoft become a major player in the advertising space.

This is not new for Microsoft. Even during 2012 elections, Microsoft ran ads from political houses on its Xbox platform.

Source: Washington Post

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