I think this will be a very interesting question even if she ultimately wins as she&#x27;s certainly had a tough time given her resources.<p>Personally, I don&#x27;t believe people are building direct immunity. I think they are updating their self image to avoid cognitive dissonance which leads to identity confusions, like the shocking number of people I meet who seem to think they are in all sorts of long tails when they seem quite average.<p>As such, I do think quantitative based analytics will eventually win out. But not in terms of direct targeting ads to the correct voter. I think broadcast (or pseudo broadcast) ads are essential and the sophistication will be in analyzing the social affects and trying to do this in smaller tests without &quot;using them up&quot;. I.e. eliciting bad defenses from an opponents supporters on twitter is far more powerful than randomly bringing up points privately to the independents you are after. In the first case, we are all forced to cement an argument if only to clarify why we think someone is an idiot.