How to Influence People's Behavior in Election Campaigns

I think the core insight for me was like it was this moment of shift from like, and you saw it in real time happen in the Labor Party. And so what you can then do is take those people that you think are important to you as swing voters and show them messaging that isn't necessarily advertising but rather content designed to move their preferences. So that insight is hugely influential and completely shifts the way political advertising is done. But it all started in that, I think that shift from like a TV based model to a feed based model and targeted model. And I think we can't go back now unfortunately.