• by Tyler Loechner  @mp_tyler, August 12, 2015

LifeZette, a new publisher launched by Laura Ingraham focused on culture and politics, on Wednesday announced it has partnered with supply-side platform (SSP) SpotXchange to manage and sell its video ad inventory programmatically. LifeZette will also use SpotXchange’s ad server.

According to Peter Anthony, co-founder and CEO of LifeZette, the site will be geared toward “conservatives and independents.”

The launch of the site was covered by Politico earlier this year. The fact LifeZette is turning to SpotXchange to programmatically sell its inventory only adds to the brewing “political programmatic” storm.

The move also adds new political-focused video inventory to the programmatic arena. According to recent data from TubeMogul, there is no shortage of demand for such inventory -- particularly in the early primary states.

TubeMogul’s data noted that between May and June 2015, desktop pre-roll impressions served via programmatic on news and current event sites in the political vertical increased 84%.