and out of washington, d.c, jordan lieberman.ine platform that collects data and thank you for being here. >> we use publicly available data that's the voter file which comes from publicly available sources. we rent commercial data and target online with cookies. >> alex, revolutioning politics, how so and do consumers know how their data is being used? >> so much data you can't analyze it by traditional means and the then the democratization of the tools. much more data that were before and lots of ability to analyze it gives different kinds of tools to the kind of political operatives that have been trying to manipulate the tools for decades like our guest. trying to understand who voters are where they are in different districts how they might vote how they voted in the past, the publicly accessible things in your voter file. what's different is explosive what you buy what you watch, who you might spend time with. whether they're influential on you and that's actually the place that's really interesting and maybe is things oar