AdExchanger reports that Google, Facebook and Twitter are the dominant platforms for political candidates, and each has a line item on every campaign's media plan. In 2015, Borrell Research
projected $1.1 billion would be spent by political buyers on digital media this year, but analysts and political operatives at the time said the majority of political budgets would go to the media
companies considered to be safe bets by campaigns and super PACs. The report said that "ad buying in the political arena is different from what independent media and technology sellers are accustomed
to," said JC Medici, Rocket Fuel’s director of politics and advocacy. "A brand marketer can go through ad cycles in weeks or days and places more emphasis on constant iteration, whereas
political campaigns prefer reserved buys and typically plan media strategies months ahead of time,"
Ad Exchanger reports.
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