Discover the digital advertising strategies behind Donald Trump's successful 2016 presidential campaign in this 17-minute Web Summit talk. Gain insights from Brad Parscale, the campaign's Digital Media Director, as he reveals the secrets of targeted online marketing, data-driven decision making, and emotional messaging. Learn about the innovative "Matrix Calendar" approach and how understanding human behavior played a crucial role in crafting an effective digital campaign. Explore the balance between data and content, the importance of silos in decision making, and the "secret sauce" that contributed to the campaign's success.