According to a Rolling Stone magazine, “what’s really remarkable about the 2016 election isn’t how disengaged young people are, but how profoundly they’re shaping it: from the outside, as activists; from the inside, as essential parts of the campaign machinery; and as voters.”

As part of the publication’s “search of an apathy antidote, [it] talked to 16 of the millennials making a mark on the left side of the election,” including Rising Tide Interactive founding partner Eli Kaplan.

Here’s what Rolling Stone had to say about Eli:

Reaching voters personally costs campaigns a lot of time and money. Traditionally, they’ve had to send volunteers to knock on doors or make phone calls, and mail out flyers to people’s homes. Eli Kaplan started to see how the Internet would change all that when he worked his first senatorial campaign in 2006, even while he was still trying to convince his boss that it would be a good idea to set up a Facebook page. In 2010 he founded Rising Tide Interactive, a digital advertising firm that uses big data to help Democratic candidates and groups pushing liberal ballot initiatives get personalized messages to specific groups of people online. It’s a similar idea to the custom ads for shoes or plane tickets or dog food that pop up in your Facebook feed. Mining troves of personal information does raise critical privacy questions, but it’s incredibly useful for campaigns, which can use their money talking to people who will listen.

“There haven’t been really enormous disruptions in the way that political campaigns have been waged all that often. We’re in one of those moments,” says Kaplan, whose clients include Senate and gubernatorial candidates, as well as super PACs like Ready for Hillary.

“The media environment is getting more and more fragmented. People still consume an enormous amount of television and they still read their mail, but they’re also looking at their phones and spending a lot of time on their laptops.”

The story features profiles on an amazingly talented crew of activists and political professionals.

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