Xaxis Targets Voters With Personalized Ad Product

Programmatic advertising platform Xaxis is launching a new product called Xaxis Politics, a targeted political ad solution that aims to reach U.S. voters across all digital channels without using personally identifiable information.

In order to avoid using personally identifying information, HaystaqDNA works with an offline-to-online data onboarder to match offline attributes to anonymous online identifiers and to strip away any personally identifiable information.

This allows Xaxis to combine offline voter data with online behavioral data while staying privacy-compliant.  

The product, which leverages offline voter data to inform digital campaigns and reach relevant voters across channels, uses the Haystaq National Voter Database, which represents 166 million voters.

Additionally, the product uses Xaxis’s proprietary Turbine data management platform to target voters by issues, as well as by party affiliation, demographics or likelihood of turnout.

HaystaqDNA’s data helps determine which audiences are interested in certain issues. Turbine’s real-time audience data helps direct messaging., which can be optimized based on responses or interactions with ads.

Evan Hanlon, Xaxis VP-strategy and investment, said the company is aware of the charged political atmosphere, including the enormous amount of money being geared at finding the correct audience for a message, delivering the message and persuading audiences.

“Politics is all about persuasion and conversation,” Hanlon says. “That means reaching the right audience at the right time in the right place.” Two of Xaxis Politics’ features should interest marketers: The ability to run a real-time campaign tied to an event, such as a debate, and the ability to target younger voters via mobile.

HaystaqDNA includes members of the team that established an analytics department for President Obama’s campaign during the 2008 election.

Xaxis said there are currently no campaigns testing the tech.

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