How to Reach the Unreachable Voter
What is the Priorities USA $30 million campaign targeting in 2025–2026?
Priorities USA has already launched a $30 million campaign to define 2028 Republican candidates during the 2026 midterm election cycle, including figures like J.D. Vance and Marco Rubio. The strategy reflects the organization's belief that the 2028 presidential race will effectively begin the moment the 2026 midterms conclude.
This early investment in defining future Republican candidates is part of a broader strategic shift in how Priorities USA approaches presidential politics. Rather than waiting until 2027 or 2028 to begin shaping the narrative around potential GOP nominees, the super PAC is seizing the attention and media opportunity of the 2026 election cycle to run ads and campaigns that establish the political identity of these figures before the next presidential race officially begins.
As Danielle Butterfield explains in the episode , this reflects a fundamental change in how Democratic strategists view the electoral calendar. The days of a compressed, traditional presidential campaign season are over—the 2028 race is treated as having already started on election night 2024.
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them — and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director, Priorities USA. She joined the organization in 2017 following the Hillary Clinton campaign, initially as Digital Director, and has since led a transformation of Priorities USA from a traditional presidential super PAC into an organization anchored in digital research, infrastructure, and innovation across election cycles. Under her leadership, the organization built an in-house innovation team rather than relying on outside consultants.
The $30 million campaign highlights how sophisticated Democratic digital infrastructure has become. Priorities USA's research into less politically engaged voters shows that defining candidates early on social platforms like TikTok, YouTube, and Instagram is critical, as these are the channels where the least politically engaged Americans actually discover political information. This stands in sharp contrast to how Republicans and many traditional campaigns still approach advertising.
The timing is deliberate: by investing heavily in 2025–2026, Priorities USA is establishing cultural and political narratives about J.D. Vance, Marco Rubio, and other potential 2028 Republican nominees before they have fully consolidated their own messaging. This "definition phase" is seen as far more cost-effective and impactful than waiting to respond to Republican candidate definitions during a compressed general election season in 2028. A point detailed further in this podcast episode is how Priorities USA's always-on survey research into voter media consumption informs exactly where these ads should appear.
Why 2026 is the New 2028
The strategic insight driving this decision is that the midterm cycle has become inseparable from the presidential race . Rather than treating 2026 as a separate election, Priorities USA treats it as the de facto start of the 2028 presidential campaign, with different players and a different media environment than what campaigns faced in 2020 or 2016.
This approach also reflects lessons learned from 2024, when Democratic organizations discovered that reaching less politically engaged voters required meeting them on platforms and formats they actually used—not traditional television or email. The $30 million in spending during 2026 is designed to reach these voters while attention and ad dollars are still flowing, before the 2028 campaign proper begins and costs for digital advertising skyrocket.
Priorities USA is spending $30 million from 2025–2026 to define 2028 Republican candidates like J.D. Vance and Marco Rubio during the midterm cycle.
The organization believes the 2028 presidential race has effectively already begun, collapsing the traditional gap between midterm elections and presidential campaigns.
Early candidate definition on social platforms (TikTok, YouTube, Instagram) costs far less than responding to Republican messaging during a compressed 2028 general election season.
This strategy reflects Priorities USA's research showing that less engaged voters discover political information on digital platforms, not traditional media.
How has the definition of 'search' changed and what platforms are now part of the search landscape?
Google remains the largest search player with dominant market share and revenue, but the concept of "search" itself has fundamentally changed. Users now search simultaneously across multiple platforms—TikTok, Instagram, YouTube, and AI chatbots like ChatGPT and Gemini —rather than choosing a single search engine. This fragmented, multi-platform search behavior reshapes how information reaches voters and consumers.
The shift reflects a deeper change in how people spend time online. Rather than opening Google and conducting a single search, they're simultaneously navigating several platforms, each serving different search behaviors and information needs.
As Danielle Butterfield explains in this episode of Pod Save America , Google's search revenue remains the largest and most lucrative in the digital landscape. However, this doesn't mean Google owns the search experience anymore. When researchers at Priorities USA examined where less politically engaged voters actually find information, they discovered these audiences are spread across platforms Google can't control—platforms that weren't even considered "search" engines five years ago.
The traditional definition of search as "someone opening a search engine and typing a query" is now outdated. Today, a TikTok user discovering information through the 'For You' page , an Instagram user scrolling Reels, or someone asking ChatGPT a question are all performing search behaviors. They're looking for information, validating opinions, or exploring topics—the core function of search—but on platforms not designed as search engines.
Why Multiple Platforms, Not Multiple Choices
The key distinction is this: people aren't choosing between platforms. They're using them in parallel. This simultaneity fundamentally changes how information flows and how messaging reaches target audiences. A voter may check Google for news, TikTok for cultural commentary, Instagram for peer validation, and ChatGPT for explanations—all in the same hour, sometimes the same session.
This behavior matters enormously for political campaigns, content creators, and anyone trying to reach an audience. The old model—optimize for Google, reach everyone—no longer works. A message that lands on Instagram's algorithm may never reach YouTube viewers, and AI chatbot users exist in an entirely separate information ecosystem.
Discussed at length in the full episode , Priorities USA's research into how the 2028 election will unfold is built on this insight: candidates and organizations must design messaging strategies for a fragmented search landscape, not a Google-dominated one.
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them—and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director, Priorities USA. Butterfield joined Priorities USA in 2017 following the Hillary Clinton campaign, initially as Digital Director. She negotiated to build an in-house team focused purely on innovation rather than working with outside consultants. Under her leadership, Priorities USA transformed from a traditional presidential super PAC into an organization anchored in digital research, infrastructure, and innovation.
This quote reveals how misaligned traditional advertising assumptions still are with multi-platform reality. Campaigns were spending millions repurposing TV ads for YouTube without understanding that YouTube users have entirely different viewing habits and expectations than television audiences. The same mistake—failing to adapt messaging to platform—is being repeated across TikTok, Instagram, and AI platforms.
If you want to understand how voters actually consume information in 2026 and beyond, listen to the full conversation , where Butterfield details Priorities USA's groundbreaking research into search and media behavior across multiple platforms.
Google maintains the largest search market share and revenue, but no longer owns the search experience.
Search behavior now spans TikTok, Instagram, YouTube, ChatGPT, and Gemini simultaneously rather than sequentially.
People use multiple platforms in parallel to find information, validate opinions, and explore topics, fragmenting audience reach.
Traditional campaigns still repurpose TV-style ads for digital platforms without adapting to each platform's unique search and viewing behavior.
What was the methodology and scale of the Priorities USA search behavior study?
Priorities USA examined approximately six million searches from opted-in users across multiple platforms—Google, Gemini, ChatGPT, YouTube, Instagram, TikTok, and Facebook—collected during late 2024 and a portion of 2025. The organization processed this large dataset using AI extensively to identify behavioral patterns and understand how less engaged voters discover political information.
A Comprehensive Cross-Platform Behavioral Dataset
The study's scope was deliberately broad, capturing search and content-consumption behavior across the digital landscape that actually influences undecided and less politically engaged voters. Rather than relying on traditional polling or media consumption estimates, Priorities USA worked with a third-party provider to gather real behavioral data from users who explicitly opted in and agreed to share their information.
The two-period timeframe—late 2024 and part of 2025—allowed the organization to analyze how search behavior and content discovery patterns evolved across the critical pre-election window. As Danielle Butterfield explains in the episode , this methodology prioritized authenticity over convenience, measuring actual behavior rather than reported habits.
Why Scale and AI Processing Mattered
The magnitude of the dataset—six million searches—required extensive AI analysis to extract meaningful patterns. Without computational processing at that scale, identifying which platforms, content types, and search queries most influenced voter behavior would have been nearly impossible.
This approach revealed insights that traditional media research could not capture. The platforms included in the study—particularly TikTok, YouTube, and AI chatbots like ChatGPT—represent the actual information ecosystem for millions of voters, especially younger and less politically engaged audiences. The full episode dives into how Priorities USA discovered that YouTube consumption patterns were more predictive of vote shifts than traditional demographic factors .
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them — and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director of Priorities USA. Since joining the organization in 2017 following the Hillary Clinton campaign, where she served as Digital Director, Butterfield has led the transformation of Priorities USA from a traditional super PAC into a digital-research-first organization. She negotiated to build an in-house innovation team focused purely on cutting-edge strategy rather than outsourcing to consultants driven by profit margins, positioning the organization as a leader in understanding how modern voters actually consume political information.
The research methodology also illuminated a critical gap in how political campaigns deploy resources. The podcast discusses how this six-million-search analysis revealed inefficiencies in consultant-driven ad strategies , where the same 30-second TV formats are repurposed for platforms with entirely different user expectations and attention spans.
How does Priorities USA study the media habits of less politically engaged voters?
Priorities USA operates an always-on survey where participants are paid to send screenshots of their screen-time apps , which the organization validates against self-reported data to track shifts in platform usage, subscriptions, and new app adoption. They supplement this continuous monitoring with quarterly or monthly deep dives focused on specific topics—such as audio consumption—and layer in third-party behavioral data including search histories to build a comprehensive picture of how disengaged voters consume information.
A real-time approach to tracking platform migration
The foundation of Priorities USA's research is its always-on survey operation , a departure from traditional snapshot polling. Rather than capturing voter behavior at discrete intervals, the organization maintains continuous contact with survey participants, asking them to submit evidence of their daily media consumption. This method produces hard data—not estimates—about where voters spend their attention.
Validation is built into the process: self-reported app usage is cross-checked against actual screenshots of screen-time data, eliminating recall bias and intentional misrepresentation. This dual-layer approach ensures that when Priorities USA reports a shift in platform adoption or usage patterns, the research reflects measurable behavior , not guesswork.
Deep dives and behavioral data to close knowledge gaps
The always-on baseline is supplemented with targeted, deeper investigations. Priorities USA conducts quarterly or monthly studies on specific platforms or behaviors —examining how voters discover content on TikTok, what they watch on YouTube, or how they interact with AI chatbots. These focused research sprints answer questions that broad surveys cannot.
To add another dimension, Priorities USA acquires third-party behavioral data, including search histories from major search engines. This reveals intent and curiosity at a granular level—what voters are actively seeking, not just passively consuming. As detailed in this episode , Priorities USA's search behavior study alone analyzed approximately 6 million searches across two time periods —late 2024 and a portion of 2025—providing a window into voter concerns and information needs in real time.
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them — and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director, Priorities USA. Butterfield joined the organization in 2017 following the Hillary Clinton campaign, initially as Digital Director. She negotiated to establish an in-house innovation team rather than relying on outside consultants, and has since transformed Priorities USA from a traditional presidential super PAC into a digital-research-driven organization focused on understanding how voters actually consume media across election cycles.
The research methodology points to a broader insight: campaign strategies must be built on evidence of actual voter behavior , not assumptions inherited from the television era. Priorities USA's investment in continuous measurement—paying participants for authentic data, validating what they report, and diving deeper into platform-specific behavior—reflects a recognition that the platforms defining elections now (TikTok, YouTube, Instagram, AI chatbots) demand a fundamentally different approach to understanding voter attention.
What did Priorities USA's post-2024 research reveal about YouTube consumption and vote behavior?
Priorities USA found that YouTube consumption was more predictive of vote choice and vote swing than age, demographic, or geographic indicators . Men watching more than three hours of YouTube per day showed some of the highest vote swing toward Trump of any cross-tab examined, and the same pattern held for podcast listeners and women as well.
When platform habits matter more than traditional voter profiles
Traditional political analysis relies on age, income, geography, and party identification to predict voter behavior. Priorities USA's post-2024 research upended that hierarchy. Platform consumption emerged as a far stronger predictor than any of these conventional demographic categories. This finding challenges how campaigns think about their core voter segments.
The research followed a simple but revealing pattern: the more time voters spent on YouTube—and to a lesser degree, on podcasts—the more likely they were to have shifted their vote toward Trump between 2020 and 2024. This held true across gender and other demographic splits, making it a genuinely cross-cutting insight rather than an artifact of a single demographic group.
What makes this discovery particularly significant, as Danielle Butterfield explains in the episode , is that it points to a gap between where less-engaged voters are getting their information and where campaigns are still allocating their resources. YouTube, TikTok, Instagram, and even AI chatbots have become the primary information diet for voters who don't follow traditional news, yet many campaigns treat these platforms as secondary channels for recycled TV content.
The mechanics of behavioral prediction over demographics
The reason platform consumption predicts behavior better than age or geography is straightforward: what people choose to watch reveals their values, information sources, and susceptibility to persuasion more directly than where they live or how old they are. A 35-year-old in a swing state watching three hours of YouTube daily and a 35-year-old in the same state who watches news in a more traditional manner are fundamentally different voters politically, despite identical demographics.
This insight has profound implications for campaign targeting and strategy, a point detailed in Priorities USA's broader research work . If your voter prediction model is built on zip codes and age cohorts, you miss the voters who are actively seeking out alternative information sources. You end up running campaigns that fail to reach the people who are actually deciding the election.
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them — and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director of Priorities USA. Butterfield joined the organization in 2017 fresh off the Hillary Clinton campaign, initially serving as Digital Director. She negotiated to build an in-house team focused purely on innovation rather than working with outside consultants driven by profit margins. Under her leadership, Priorities USA transitioned from a traditional presidential super PAC into an organization anchored in digital research, infrastructure, and innovation across election cycles.
The research also revealed a critical gap in how campaigns use YouTube specifically. Despite understanding that YouTube consumption predicts voting behavior, most campaigns simply repurpose 30-second television spots for the platform. This format mismatch suggests that even when data reveals where voters are, strategy hasn't caught up to the insight. The full conversation digs deeper into how this gap shapes Democratic digital strategy and what needs to change for 2028.
Beyond YouTube, the research covered podcast listeners and women as well, confirming that the pattern was not unique to male YouTube watchers. Platform engagement, across multiple digital channels, consistently outweighed traditional demographic markers as a predictor of vote choice and shift. This speaks to a broader truth: in 2024 and beyond, how people consume information has become more politically consequential than who they are by traditional categories.
What role do political consultants play in perpetuating outdated digital strategies?
Political consultants create structural financial incentives that discourage innovation — producing 20 tailored digital ads instead of one TV spot eats into their profit margins, forcing a choice between paying bills and winning elections. This conflict of interest locks campaigns into outdated strategies, which is why Priorities USA built an in-house team insulated from those pressures.
The Profit Motive vs. Campaign Victory
Consultants typically work on commission or retainer models tied to total ad spend. When a campaign consolidates money into fewer, more sophisticated digital campaigns, the consultant's fee shrinks accordingly. This creates a perverse incentive to fragment spending across more placements — generating higher billable hours and management fees — even when a consolidated approach would be more effective.
The problem deepens because consultants lack skin in the game on election outcomes. A consultant profits whether the strategy wins or loses; a campaign's survival depends entirely on results. As Danielle Butterfield explains in the episode , this misalignment has calcified American political advertising into routines that prioritize consultant revenue over voter persuasion.
Priorities USA's Break from Consultant-Driven Models
When Butterfield joined Priorities USA in 2017 as Digital Director, fresh off the Hillary Clinton campaign, she negotiated to build an entirely in-house team. The mission was explicit: focus purely on innovation rather than outsourcing to consultants driven by profit margins . That structural shift allowed the organization to experiment with platform-specific creative, to compress creative timelines, and to test approaches that would have seemed too risky or low-fee under traditional consultant arrangements.
Under her leadership as Executive Director, Priorities USA evolved from a traditional presidential super PAC into an organization anchored in digital research, infrastructure, and innovation across multiple election cycles. The in-house model removed the financial conflict: money spent on research and data doesn't pad a consultant's commission, yet it directly sharpens campaign effectiveness. This detail — the deliberate construction of an organization designed to escape consultant incentive misalignment — sits at the heart of why Priorities USA has become such a consequential player in modern political advertising .
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them — and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director of Priorities USA. Joined the organization in 2017 following the Hillary Clinton campaign, where she served as Digital Director before negotiating to build an in-house team insulated from consultant incentives. Under her leadership, Priorities USA transitioned from a traditional presidential super PAC into a digital-first organization focused on research, infrastructure, and innovation across election cycles, operating independently of consultant-driven fee structures.
The quote illustrates the concrete cost of consultant inertia. When the top-performing ads on a modern platform are simply recycled 30-second spots designed for television, it signals that nobody is truly optimizing for digital audiences — they are optimizing for what is easy to bill and what has historically worked. Butterfield's point about "lighting money on fire" is not hyperbole; in the full episode, she details how Priorities USA's research uncovered the exact voter segments these TV-to-digital conversions fail to reach .
Why is running TV ads on YouTube a failed strategy for Democratic campaigns?
Nine out of ten top YouTube ads in 2024 were 30-second television spots simply repurposed for the platform —a fundamental mismatch that amounts to wasting campaign resources. YouTube audiences have fragmented attention spans and consume content in radically different ways than traditional broadcast television, making the strategy ineffective.
The problem runs deeper than a simple channel swap. YouTube viewers engage with podcasts, music, gaming content, and short clips—consumption patterns that are incompatible with 30-second TV ad formatting . Treating YouTube as a broadcast channel ignores the platform's native ecosystem and the expectations of its users. As detailed in the episode, Priorities USA's research found that men watching more than three hours of YouTube daily showed among the highest vote swing toward Trump in their post-2024 analysis—evidence that Democrats are failing to reach and persuade this audience segment with their current approach.
The 2024 data is striking: Democratic campaigns continued to pour money into an outdated tactic despite evidence of its failure. The result, according to Butterfield, is "quite literally lighting money on fire." When resources are already finite and the digital spending gap has been closed at a two-to-one advantage for Democrats, strategic waste of this magnitude becomes inexcusable.
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them — and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director, Priorities USA. Butterfield joined Priorities USA in 2017 following the Hillary Clinton campaign, initially serving as Digital Director. She negotiated to build an in-house team focused on innovation rather than working with outside consultants. Under her leadership, Priorities USA evolved from a traditional presidential super PAC into an organization anchored in digital research, infrastructure, and innovation across election cycles.
The core insight here is that platform-native strategy matters in ways Democrats have yet to fully grasp . YouTube is not television. Its audience does not behave like a broadcast audience. Creating platform-specific creative that respects how viewers actually consume content on YouTube—shorter, snappier, designed for interruption and multitasking—would be a more effective use of campaign dollars. The fact that nine in ten top Democratic ads ignored this reality in 2024 suggests a systemic failure to adapt to how media consumption has actually changed.
Did Democrats close the digital spending gap between 2016 and 2024?
Yes—Democrats outspent Republicans two to one on digital advertising in 2024 , closing a gap that had plagued the party since 2016. But the real problem is not money: it's strategy. Democrats are still running digital programs that mirror television tactics, which means their spending advantage buys far less effectiveness than the raw numbers suggest.
The diagnosis is straightforward but damning. As Danielle Butterfield explains in the episode , the party solved the headline problem—the budget gap—without solving the deeper structural problem: how Democrats think about digital as a medium.
Nine out of the ten top YouTube ads in 2024 were 30-second spots that had originally run on television. Democrats were taking television creative, uploading it to YouTube, and expecting engagement that mirrors the television experience—passive viewing in a living room. On YouTube, TikTok, Instagram, and emerging platforms like ChatGPT and Gemini, that assumption collapses. The format, pacing, and cognitive context are entirely different.
This strategic misalignment matters most where it counts. Priorities USA's post-2024 research found that men watching more than three hours of YouTube per day showed among the highest vote swings toward Trump of any demographic segment studied. Yet the ads reaching them were designed for a medium those men had stopped consuming in significant numbers.
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them — and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director, Priorities USA. Butterfield joined Priorities USA in 2017 following the Hillary Clinton campaign, initially as Digital Director. She negotiated to build an in-house team focused purely on innovation rather than relying on outside consultants. Under her leadership, Priorities USA transformed from a traditional presidential super PAC into an organization anchored in digital research, infrastructure, and innovation.
The deeper insight is that closing a spending gap is diagnostic theater if the underlying playbook remains rooted in broadcast logic. Butterfield's team is already running a $30 million 2026 campaign to define Republican 2028 candidates , informed by research across TikTok, YouTube, Instagram, and AI chatbots—platforms where strategy cannot simply be a TV ad transplant. That structural rethinking, not more budget allocation, is what Democratic digital strategy needed to learn between 2016 and 2024.
Democrats closed the raw spending gap by 2024, outspending Republicans two to one on digital advertising—but budgets do not solve structural strategy problems.
Nine of the ten top YouTube ads in 2024 were 30-second television spots simply repurposed for digital platforms, a mismatch that wasted resources.
Men consuming three or more hours of YouTube daily showed the highest Trump vote swing in Priorities USA's research, yet reached them with television-formatted creative.
Solving the digital problem requires rethinking platform-native strategy, not increasing spend on television-derived content.
What is Priorities USA and what has its mission become since 2016?
Priorities USA was originally a presidential super PAC that spent tens of millions of dollars electing Barack Obama, Hillary Clinton, and Joe Biden. After 2016, it pivoted to diagnose and close the Democratic Party's digital investment gap — building an in-house team dedicated to innovation, data, and research to prepare more effectively for each subsequent presidential election.
From presidential super PAC to digital laboratory for the Democratic Party
Before the 2016 reckoning, Priorities USA functioned like most major super PACs: raise money, run ads, elect a president, repeat. It played that role successfully across three presidential cycles, backing Obama, Clinton, and Biden.
The 2016 election changed the organization's self-understanding. Rather than continue as a purely electoral spending vehicle, Priorities USA set out to answer a harder question: why was the Democratic Party systematically under-investing in digital advertising — and what would it take to fix that? This shift in mission is detailed in Pod Save America's conversation with Danielle Butterfield .
Super PAC: A type of independent expenditure-only political action committee in the United States that can raise unlimited funds from corporations, unions, and individuals to spend on elections — but cannot donate directly to or coordinate with candidates or parties. Building in-house rather than outsourcing: why the distinction matters
The structural decision Butterfield negotiated when she joined in 2017 was deliberate: no outside consultants driven by profit margins. An in-house team focused purely on innovation, not on billing hours or defending existing vendor relationships.
That internal model freed Priorities USA to invest in unglamorous but essential infrastructure — research, data, and testing — across off-year election cycles, not just during presidential campaigns. As Butterfield explains in this episode of Pod Save America , the goal was to build organizational muscle that outside consultants had no incentive to develop.
The stakes became clearer in hindsight. In 2024, Democrats outspent Republicans two to one on digital advertising — and still lost. Spending more was never the problem. Spending smarter , on the right platforms with the right formats, was. That diagnosis sits at the core of what Priorities USA now does, a point explored further in the full episode .
"Nine out of the ten top YouTube ads in 2024 were just 30-second ads that ran on TV first. We are quite literally practically taking 30-second ads that we run on TV and then putting them on YouTube and expecting people to watch them — and that is quite literally lighting money on fire."
Danielle Butterfield — Executive Director, Priorities USA
Butterfield joined Priorities USA in 2017 immediately after the Hillary Clinton campaign, where she had worked in a digital capacity. She joined the organization precisely as it was beginning to diagnose the structural causes of the 2016 defeat. Initially serving as Digital Director, she negotiated to build an in-house innovation team rather than relying on outside consultants — a model that gave the organization the freedom to experiment without commercial pressure. Under her leadership, Priorities USA expanded its scope from pure electoral spending to multi-cycle digital research, including a major post-2024 study spanning approximately 6 million searches. By 2026, the organization had already launched a $30 million campaign targeting 2028 Republican figures including J.D. Vance and Marco Rubio, running during the 2026 election cycle. The full scope of that work is unpacked in this Pod Save America episode .