CTV political ad spend

While there are plenty of reasons for political ad buyers to be cautious about CTV, streaming media has one major selling point: programmatic targeting.

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Using Samba TV’s ACR data, StackAdapt is launching two features to help clients attribute and forecast incremental reach directly to streaming, compared to linear alone.

Comscore’s programmatic ad targeting division, Proximic, unveiled new audience segments for political advertisers to help them reach people based on what they watch and the political campaigns they’ve already seen.

The 2022 midterm elections are expected to see a record amount of political ad spend going to streaming, even compared to the 2020 presidential cycle. Almost all marketers love CTV for the granular audience buying it supports, but CTV wouldn’t have the political clout it has today if not for the media’s roots in legacy television.