The Year – No, Week – Ahead

About this time every year – Spot-On sits down and thinks about the year ahead, gives you our take on what’s happened and what’s likely to be popping up on our political ad buying radar.

We started this year’s naval gazing back in early December. And, well, we got distracted. Being caught in a bad version of a good movie – Groundhog Day – is frustrating. Our usually clear crystal ball is pretty cloudy.

So this newsletter has a few predictions along with some pointers to folks we read – and you should, too – to stay on top of things as they change. Because they will – and fast.

First up, it looks like the Census Monkey Wrench is going to be less distracting that initially envisioned. Maps are getting drawn pretty quickly and candidates’ assessments are coming in just as fast. We’ll have some lawsuits but not the coast-to-coast conflicts many anticipated.

As a result of Frances Haugen’s revelations about Facebook’s user tracking, it feels as though Congress will pass some sort of privacy legislation particularly in regard to children. Legislation that protects kids can be put to all sort of other uses, of course, so further limitations on targeting technology – the stuff that can be used to target voters – may become law.

Facebook’s post-Haugen decision to join the ban on voter ‘micro-targeting’ looks to be the last shoe to drop in the “will they or won’t they take political ads?” debate that many platforms are having. There are some who disagree, of course but with a month to go until buying starts in earnest, it’s feeling pretty quiet out there.

Now, ‘pretty quiet’ isn’t the same as ‘nothing’s going on.’ There is a lot going on in a volatile environment which is why we’re going to point you to some on-the-ground sources who track activity that’s going to affect political ad sales.

First up, our friend Katie Harbath, formerly of Facebook, who’s started a regular newsletter, Anchor Change, dealing with policy and politics around online political speech. You should subscribe. Harbath’s got a specific point of view as a former Fb employee and its Republican Party liaison. She’s well informed and candid.

On Twitter, Jason Kint, head of the trade group Digital Content Next is obsessed with all the lawsuits against Facebook and Google and privacy issues. The man has a thing for court documents. He reads them whole so you don’t have to. Much of what he talks about is good background for how the platforms see political engagement of all sorts across their companies.

For news and straight-up analysis, Spot-On’s go-to is the ad trade news site DigiDay. They’re tracking developments and changes in how first party data is used and collected, changes in privacy laws, the death of cookie targeting (which makes voter targeting all but impossible), and the rise of alternative user ID solutions. All of these will have bearing on how political advertisers can operate.

So, three points of view and some trends. Now it’s time for the Spot-On year ahead – a big change for us and one we think you should know about.

Spot-On’s Pinpoint Persuasion ad buying platform is going live to a handful of our customers this month. We’ll be opening up to new clients in the Spring with an eye on the June primaries. Our offer is simple: We’re giving political ad buyers a much-needed alternative to programmatic advertising’s black box infrastructure.

We have the latest census maps for all districts – state and federal – matched to the local outlets that serve those districts. You’ll be able to pick where your ads are running, get creative uploaded and approved and – with the push of a button – know those ads have been delivered to those outlets, safely and securely. You can get feedback on your creative AND real time reporting for your campaign.

Pinpoint Persuasion is build by political people for political people. You’re not a season event with us, you’re the only event.

Interested? Email us and we’ll get you on a free, no-strings attached demo.