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.
The magnitude of political 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.
Alleviate uncertainty and expand revenue
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.
About OpenX
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in supply-side curation, transparency, and sustainability. Through its 100% cloud-based tech stack, OpenX powers advertising across CTV, app, mobile web, and desktop, enabling publishers to deliver marketers with improved performance and dynamic future-proofed solutions. With a 17-year track record of programmatic innovation, OpenX is a direct and trusted partner of the world’s largest publishers, working with more than 130,000 premium publisher domains and over 100,000 advertisers. As the market leader in sustainability, OpenX was the first adtech company to be certified as CarbonNeutral™ and third-party verified for achieving its SBTi Net-Zero targets. Learn more at www.openx.com.
