• by Felicia Greiff , February 1, 2016

Kantar Media and 4C are partnering on a cross-screen, targeted political ad solution, the companies announced on Monday. 

The product, powered by 4C's Teletrax, merges ad metadata from Kantar Media with its TV Synced Ads product so political ads can be synced across devices with contextual triggers.

And for those who are caucusing, take note: You might experience the cross-channel synchronization first-hand. 4C CEO Lance Neuhauser said in a release that the partnership adds "another dimension for political advertisers to swing votes from competitors via second-screen conquest."

For example, Hillary Clinton can serve up her new ad, "Children," (created by Droga5) on digital and mobile when one of her own TV spots airs or when a rival's spot airs. The popular spot, with 60- and 30-second versions, aired in Iowa a week before tonight's caucus, Politico reported.

Here's how it works: TV analytics firm Teletrax, which 4C acquired last July, "harvests and fingerprints" political TV ads. Then, Kantar Media’s Campaign Media Analysis Group (CMAG) tags the ads by issue, sponsor, type of sponsor, party affiliation, tone, named targets and other factors. Lastly, CMAG's data is integrated into the 4C TV Synced Ads product so that advertisers can sync ads across channels.

4C acquired Netherlands-based Teletrax, which operates a global TV monitoring network across 2,100 channels and 76 countries and supports TV synced ads.