The economy may or may not be the No. 1 issue for
some voters. Candidates now have a way to target them based on how salient it is vs. other issues.
In a deal announced this morning, voter files platform L2 has integrated PharosGraph's
"narrative intelligence" platform, which tracks and ranks the salience of issues -- as well as candidates -- have with voters over time.
Importantly, the deal enables campaigns to not just
optimize which ads are likely to resonate most with voters, but to actually target them individually in programmatic media buys across digital, CTV, mail and other addressable media
channels.
Utilizing L2"s voter file and data-mapping platform, which integrates with major DSPs such as Yahoo, LiveRamp and The Trade desk, campaigns can now target voters -- and serve them
creative -- based on which issues matter most, how they're trending, and what's most salient to them at the moment.
advertisement
advertisement
"For us, it's basically two core dimensions," PharosGraph Co-Founder and
CEO Mathieu Trepanier tells "Red, White & Blog," explaining: "The first one is that it allows us to express the models we have for understanding issues, bias, salience, ideology for
candidates and ballots and measures, but activating it at the voter level.
"The second is the seamless connection to the digital advertising infrastructure."
PharosGraph's integration
with L2 effectively closes the loop with an integration it announced earlier this year with political ad tracking and spending platform AdImpact, which enables political campaigns to analyze the impact and ROI of their campaign
spending based on how saliently it was allocated according to voter sentiment trending on key issues.
In other words, campaigns can now optimize creative and serve ads to voters based not just
on their party affiliation, voting record and other voter-file data, but on how key issues are trending explicitly with voters at that moment.