It's scary how much each candidate in the upcoming midterm elections knows about you. And it's all information you've willingly given up over time.
The trove of data goes beyond voter registration information like your name, home address and date of birth. Thanks to an army of data crunchers who marry that information with data you drop at a clothing or automobile site, many candidates often have intimate knowledge of who you are and whether you're likely to support them.
The increasingly effective use of big data to create targeted political ads is one of the main causes for the climbing costs of running a campaign.