Political List Broker Makes Its Move to Digital

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The Data Trust, a provider of lists to conservative candidates, links with Targeted Victory to expand into online.

Data Trust expands online.
Data Trust expands online.

Direct mailers may not be pleased with politicians over their slow movement on postal reform, but nothing raises their spirits—and revenues—like a hotly contested electoral season. Direct mail has long led the way in lining up votes and donations for candidates, and now one of the top political list companies is electing to move its voter data into the digital sphere.

The Data Trust, a leading data supplier to “right of center” organizations, entered into a partnership this week with political marketing firm Targeted Victory to share its data on more than 260 million Americans for use in digital campaigns.

“We're striving to build the biggest data marketplace in politics, and our partnership with The Data Trust takes us one step closer,” says Michael Beach, cofounder of Targeted Victory. “Their inventory spans decades of election results, field data, voter files, and census information.”

Managers of The Data Trust say they plan further incursions into the digital space. “The partnership with Targeted Victory is a first step towards making the same high quality data used by our partners for offline targeting available for their online ad targeting as well,” says Data Trust President John DeStefano. “This announcement marks a significant advancement towards achieving our 2014 goal of creating a common data platform from which all right-of-center campaigns and organizations can make strategic decisions.”

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