Inside the companies watching everything you do online 

Boris Johnson climbs off Vote Leave bus
Vote Leave spent 40pc of its campaign funds on a targeted marketing company Credit: Reuters/Reuters

Publicity stunts were an almost daily occurrence during the referendum campaign, with each side endlessly competing to outdo the other’s behaviour in a bid to capture the public’s attention – and votes.

There were physical clashes and there were wars of words. Nigel Farage and Bob Geldof fought while riding opposing flotillas on the Thames. The Leave campaign brandished its weaponry on a bright red bus and the Remain camp delivered million-pound leaflets funded by the public.

While the extravagance of the campaigns will be remembered for years to come, only recently has another more subtle and targeted battleground been revealed – the fight to win over voters online.

As part of its strategy to swing the result in its favour, the Leave campaign undertook a highly personalised campaign that employed sophisticated technologies to track, profile and target segments of the electorate.

This psychological...

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