Big data has transformed political campaigns by enabling targeted advertising and personalized messaging. Campaigns analyze vast amounts of data collected from various sources, such as social media and voter behavior, to identify key demographics and tailor their outreach strategies. This allows candidates to address specific concerns and motivations of voters more accurately, enhancing engagement and turnout. However, the ethical implications of data privacy and manipulation raise significant concerns, as campaigns may rely on questionable practices to garner influence and shape public opinion.