Yahoo and AdImpact Team Up for Political Targeting

In the US, ad intelligence software firm AdImpact has partnered with Yahoo, enabling the latter's DSP to offer improved targeting and political audience segmentation for activation across local and national campaigns as elections approach.

AdImpact specializes in tracking and analyzing advertising data across media channels including traditional, digital and emerging platforms, with real-time monitoring of more than one billion TV ad occurrences daily. The firm boasts the industry's largest ad catalog of over 1.6m unique creatives, of which around 250,000 are political ads. Automated content recognition (ACR) is used to match these at the IP and device levels to identify and track future airings. This allows advertisers to target and reach 108m households, derived from 205m logged-in US users through the Yahoo DSP.

The partners say targeting has not kept pace with changes in media consumption, noting that streaming accounts for nearly 38% of American viewing, but political campaigns are projected to spend just 13% of their estimated budget on CTV this year. The alliance promises to help political advertisers reach their potential voters 'more effectively and at the right cadence'. For example campaigns can retarget or omit audiences on CTV who have seen a candidate's commercial on linear TV.

The service will be available at all scales, from national level down to hyper-local non-federal, and local elections. Kyle Roberts (pictured), CEO of AdImpact, says the partnership 'will empower political campaigns to make effective national and hyper-local ad buys using advanced viewership and data-driven analytics, allowing messaging to be delivered to targeted audiences without oversaturating the same viewers'.

Web sites: www.yahooinc.com and www.adimpact.com .