Today’s political landscape is passionate, divided, and vocal, and some SSPs have stopped taking political dollars — but with a well-developed creative review tool and a sophisticated supply-side targeting strategy, publishers don’t have to miss out on this valuable ad spend.
In 2020, a cycle that included a presidential election, $9 billion was spent on political ads in the US, and there was only a slight drop to $8.9 billion during the 2022 midterm elections. AdImpact estimates that the 2024 political cycle will see the total ad spend increase to $10.2 billion.
The organization detailed the spending breakdown by platform as well, with digital seeing $1 billion in political spending in 2022, a number that is expected to rise to $1.1 billion in 2024. When It comes to CTV, AdImpact expects that platform to see $1.3 billion in spending during the 2024 cycle.
If these numbers feel tremendous, it’s because they are.
As the only SSP that is both TAG Certified for Transparency and is facilitating political campaigns, OpenX has developed advanced creative review tools that empower publishers to streamline the vetting of individual creative, giving them ultimate control over their brand and their environment.
This new creative review tool is incremental to OpenX’s already-existing brand safety guidelines and serves as an additional level of scrutiny, acting as a safeguard for publishers from any types of political creative they don’t want appearing alongside their content.
Enhanced audience segmentation through insightful data is key when it comes to targeted political messaging, and it’s something OpenX has been advancing for more than a decade to serve buyers. Through continued partnership and development with publishers to ensure that their content is monetized safely, we can facilitate confident participation in this massive advertising market segment.
With the right tools, strategies, and protections in place, willing publishers can capture their share of the lucrative opportunity that lies ahead in 2024 and beyond.