Recent years have seen a growing interest in the utilization of online targeting techniques in political campaigns. Targeting campaign communications are reckoned to be revolutionarily accurate, novel and powerful, whereas the on-the-ground practices show otherwise. This project focuses on the real-life use of targeting strategies in political campaigns and its persuasive impact on individual-level affective, cognitive, and behavioral responses. By adopting various methods, such as longitudinal survey, mobile experience sampling method, experimentation, etc., we are able to: (a) discern the correlation between political ads and individuals’ undisclosed information; (b) gain a better understanding of the immediate and long-term effects of targeting practices on citizens; (c) extend existing research to a multi-party electoral context.