A data technology boom over the past 15 years has shaped how campaigns use technology to source, distribute and leverage voter data. Each campaign cycle brought new technology tools and talent to the mix, and as the timeline below shows, underscores how much each party has learned from — and innovated on top of— the other's successes and failures.
Why it matters: After the 2016 presidential election, both Republicans and Democrats are evaluating their past digital performance and strategizing for upcoming races. After Trump's surprise victory, sources say a major operational shakeup is in store for Democrats, who've enjoyed the lead in the digital race for nearly a decade. GOP operatives, who significantly grew their data and ground games since 2008, are continuing to develop big data platforms and new media tactics to better target specific voters while also broadening their base.
If you were sick of online political ads this last cycle, just wait for 2020.