Mark Jablonowski, DSPolitical President and Chief Technology Officer, discussed the significance of connected television (CTV) advertising in the lead-up to the 2024 presidential election during the third installment of our Power20 webinar series: CTV Precision in 20. Even as we close in on Election Day, effective voter targeting is more important than ever. 

Here are some key takeaways from Mark’s webinar:

1. CTV’s Growing Importance in Political Advertising: Connected TV (CTV) is capturing 45% of digital ad budgets, highlighting its increasing role in political campaigns. DSPolitical is leveraging this shift by investing in innovative CTV solutions for maximum voter reach. 
2. Innovative Identity Solutions: DSPolitical’s partnership with Beeswax and FreeWheel has enabled a cutting-edge spine-to-spine ID sync, which significantly improves targeting accuracy and doubles CTV ad impressions compared to traditional methods. 
3. Overcoming CTV Targeting Challenges: Despite CTV’s benefits, it presents challenges such as signal loss and difficulties in user identification. DSPolitical’s advanced technologies help bridge offline voter data with online ad delivery, ensuring campaigns achieve higher match rates and better efficiency.

CTV is rapidly gaining share of political ad dollars, comprising 45% of digital budgets according to eMarketer. DSPolitical is making significant investments in product development to help clients get the highest match rates, the most scale, and the best inventory on CTV as it becomes a cornerstone medium for political campaigns and causes.   

Our first-of-its-kind partnership with Beeswax, FreeWheel’s demand-side platform,  enables an integrated identity layer that significantly improves the effectiveness of CTV advertising. We now have the ability to directly connect client audience lists to Comcast’s FreeWheel ad server in a spine-to-spine ID sync, marking a significant targeting advantage for DSPolitical clients. This innovative approach delivers double the number of CTV impressions compared to traditional methods by reducing inefficiencies in the identity chain.

While CTV offers unique advantages, it also comes with significant challenges, including signal loss and the complexities of accurately identifying online users. Here at DSPolitical, we have been working to overcome these hurdles by investing in innovative technologies and partnerships. With the rapid turnover of IP addresses and various challenges associated with device identification, we have developed a multifaceted approach to connect offline voter data with online advertising, ensuring maximum reach and frequency. 

Interested in hearing more insights about CTV from DSPolitical President and Chief Technology Officer, Mark Jablonowski? Check out all of our Power20 webinars, including CTV Precision in 20, here.