We’re only a few days into the 2020 Election Year, but it’s clear changes in the political side of the programmatic ad market will bode well for established news outlets over the next 10 months.
Publishers have always had an advantage when it comes to political. That’s been hard to see until now. But things have changed – for the better. Here’s why.
– The California Consumer Privacy Act restricts the sale of user information. California’s big which means ALL data pools that programmatic buyers use will become less robust. This 3rd party data is used to target voters; without it, voter targeting is less reliable.
– Google will no longer allow “micro-targeting” of political ads on any Google-owned sites. Quality inventory is going to be harder to target for voters. This will make direct buying more attractive.
– Confusion. Platforms and publishers – unfamiliar with the decision process that makes for fair pricing and handling of political ads – are dropping out of political sales.
So the market is ready for direct buying. The problem is that political ad buyers aren’t easy to find.
Spot-On has a solution for publishers looking to reap these dollars – now.
Our new Pinpoint Placement Platform allows your outlet to reach these high dollar customers. We’ll let you highlight special sections, endorsements, or other election oriented features that buyers should know about. We’ll make sure ads comply with the law and we’ll give you approval.
All at no cost to you. Even better: you set your political rate and available inventory on our platform, that’s what we’ll sell and it’s what campaigns will pay.
Interested in learning more? Hit ‘reply’ and we’ll set you up with a demo and an installation package.
