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Pinpoint Targeting in the Post-OBBBA Era: Leveraging By-Name Targeting to Communicate to Key Policymakers

Blog • August 13, 2025

By Jake Sticka, Vice President, Digital

The One Big Beautiful Bill Act (OBBBA) is now the law of the land, but given its scope and complexity, its full impact is still far from settled.

As with any sweeping legislation, there are many unknowns that will be resolved through regulatory rulemaking and future legislation. As agencies move to interpret and implement the law and as lawmakers take the pulse of their constituents, critical decisions are being made that will shape how OBBBA plays out across industries, businesses and households.

For industry groups and corporations with stakes in those decisions, this is not a wait-and-see moment. Reaching policymakers now will shape how consequential provisions are finalized, how guidance is written, what comes next on the Hill, and who ultimately reaps the bill’s benefits.

Some of the biggest decisions will be made by regulators at Treasury, Labor, Energy, and HHS, on issues including:

• How changes to government health care programs will impact insurance coverage and hospital financing: Health care program changes will impact flows of federal resources to communities and to medical facilities.
• How “domestic content” and “prohibited foreign entity” rules are defined for clean energy and AI tax credits: These definitions will impact supply chain design and tax-credit eligibility across energy, manufacturing, and AI.
• How depreciation rules will apply to equipment purchases and factory construction: Depreciation is key for manufacturers planning capital investments under OBBBA’s incentives.
• How the tax treatment of auto loans changes for certain vehicles or credit programs: Automakers will be interested in how this impacts lending, EV adoption, and consumer affordability.
• How the Department of Labor defines new overtime pay guidance: Thresholds and implementation timelines could reshape labor costs and compliance across several industries.
• Eligibility for 100% bonus depreciation on “qualified production property”: This will influence when and how companies invest in new facilities.

As these and many other influential decisions are made in Washington, Pinpoint Targeting by Rational 360 provides advertisers the ability to reach the right decisionmakers in the Trump Administration and on Capitol Hill to educate them about these issues. The Pinpoint Targeting process is simple:

• Identify, by name, the specific people shaping policy in real time
• Match each individual to the phones, computers, and televisions they use
• Deliver messaging directly to those devices more than 10 times per week
• Drive regulatory and legislative results that impact the bottom line

In the aftermath of bills as sweeping and consequential as OBBBA, influence shifts quickly. Turnover by agency staff is rising and campaign season will soon pull Hill staffers into new roles.

When the policymaking landscape is this fluid and when power gaps quickly appear and are quickly filled, you need to know who is making key decisions that affect your business today – and tomorrow.

Pinpoint Targeting is built for this environment. Want to learn more? Complete the form below.