As the 2024 election cycle enters its final weeks and early voting commences, competition looms large for races up and down the ballot. Winning over swing voters – on a county, district, state, and/or federal level – requires strategic, precise, and impactful ad campaigns that resonate with diverse audiences across screens and geographies. And while voters contemplate the myriad choices before them at the ballot box, campaigns are also facing a choice in this critically important phase of the election cycle: who can best help them optimize their ad spend and effectively reach swing voters in key battleground states?
Thanks to the confluence of several key capabilities unique to our platform, PubMatic is well-positioned to be your trusted ad tech partner in this final stretch.
Custom Political Auction Packages for Maximum Influence
No two swing states are the same, and PubMatic understands the inherent complexities of targeting highly diverse voter demographics. Our fully customizable auction packages allow campaigns to focus on engaging specific swing counties and districts, ensuring your message is finely tuned to the local issues that matter most. Whether it’s economic concerns in one area or reproductive rights in another, we help campaigns deliver hyper-local messaging across screens to drive voter action. And with our premium omnichannel inventory, campaigns running through PubMatic can reach voters in more ad environments, helping ensure your ads are more likely to be viewed by swing state voters.
CTV: The Must-Have Channel for Political Campaigns
One of the most sought-after screens for political advertising this cycle is none other than connected TV (CTV), which has emerged as a powerful platform for reaching voters who consume media beyond traditional formats, especially younger voters who tend to over-index as “cord-nevers” or “cord-cutters.” According to eMarketer, CTV political ad spending will grow sixfold this year compared to 2020, comprising 45% of all digital political ad spending. PubMatic can meet the moment with premium CTV inventory, enabling campaigns to benefit from high-quality, immersive ad experiences that can make an indelible impression on viewers – one that can potentially shape the outcome in some of the most competitive races.
Reach Voters Across Devices with Multi-Screen Engagement
Agnostic of age, today’s voters will consume content (and political ads) across multiple devices, often toggling between more than one device at the same time. Whether you’re looking to engage voters via mobile, desktop, and/or CTV, PubMatic’s cross-device targeting capabilities empower your campaign to meet voters wherever they are, increasing overall engagement. Our platform ensures your ads are delivered to the right screens at the right time, rendering consistent messaging across every device a voter might use.
Data-Driven Insights and Real-Time Optimization
One of the driving forces behind PubMatic’s ability to target across devices is our advanced data capabilities and use of machine learning, which allow political campaigns to adaptively make real-time adjustments to targeting and messaging, maximizing efficiency and impact. By leveraging data-driven insights, campaigns can identify high-value voter segments and optimize strategies on the fly, ensuring your ads remain relevant and maximally effective throughout the final weeks, especially in the context of a news cycle that is highly dynamic.
Premium Inventory with Brand Safety
As an independent ad tech company, PubMatic’s neutrality has allowed us to partner with top publishers across the political spectrum, giving you access to premium inventory in crucial regions. PubMatic has been unlocking access to the most sought-after advertising environments. Through our AI-enabled creative approval and category manager tools, we’ve partnered with leading media companies to serve political ads that align with their user experience strategies. These collective efforts have opened access to over 250 unique publishers for political ads, generating an additional 3 trillion monthly ad requests for this election cycle compared to 2020. This high-value inventory facilitates brand-safe environments for your ads, reducing the risk of association with inappropriate content and maximizing the credibility of your campaign.
In the final weeks of the 2024 election cycle, campaigns need to maximize every dollar, every impression, and every interaction with voters. PubMatic offers the technology, expertise, and premium inventory necessary to help steer your campaign to victory in this final push. Whether it’s custom-built swing state auction packages, powerful CTV offerings, or cross-device targeting, we can help campaigns reach the very voters who will decide the future of our country.
Don’t leave your strategy to chance. Partner with PubMatic today to deliver results where they matter most.