Precise individual microtargeting threatens to remake the political landscape as thoroughly as it has remade marketing. This paper explores the observed uses to date of political microtargeting as well as the many difficulties, some inherent to politics, of measuring its effects. Considering the philosophical difficulties of predictively removing human choice, it then assesses the observed risks of and some potential remedies to the current trajectory and finds that free electoral choice is not doomed to be written out of the system.



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