Matching Voter File Online Impressions Is Getting Harder. One Firm Thinks It Has A Solution
The promise of programmatic digital advertising in 2024 has collided with the hard reality of signal loss. Or as one media practitioner put it: an “increasing lack of addressability of impressions.”
Now, a GOP media buying shop is looking to help clients alleviate the targeting headache that comes with the breakdown between voter file and third-party data and media buys aiming to hit a narrow slice of the electorate.
To help guide its clients’ ad buys down the stretch, National Media Research, Planning & Placement has unveiled a contextual targeting offering — something it’s been using internally, but is now publicizing to help drive adoption as a potential standalone vertical.
The offering, officially unveiled this week, is a partnership with contextual-targeting provider Semasio to help campaigns reach previously “unreachable swing voters based on their real-time engagement and sentiment on key issues.”
Adam Wise, chief innovation officer at National Media Research, Planning & Placement, cited data to explain how the offering works. He noted that an average voter visits 540 websites in a given month, which can provide 70,000 data points.
Matching voter file data with online impressions is becoming a significant challenge as privacy regulations tighten and tech companies limit third-party data access. While some might view this as an obstacle, it actually highlights the need for campaigns to get more creative and efficient in reaching voters. Conservatives have long advocated for privacy protections and limited government overreach, so balancing data privacy with effective voter engagement is key. By supporting innovative solutions that respect individual privacy, we can maintain trust while still running impactful campaigns.
~Political Media