Partisan vendors are taking advantage of the Democratic National Convention (DNC) to showcase new products and partnerships in hopes of gaining traction with clients as the election cycle enters its final stretch.
One such vendor, DSPolitical, recently announced a partnership with Beeswax, FreeWheel’s DSP, aimed at helping clients better target voters on their TVs. This partnership allows DSPolitical to match voter file data to household-level identifiers via the FreeWheel Identity Network, enhancing the accuracy and scale of voter-targeted Connected TV (CTV) advertising. Mark Jablonowski, DSPolitical’s president, emphasized that this partnership will enable clients to serve more ads to small audiences at scale, making their media dollars more efficient.
The timing of this partnership was strategic, as it coincided with the DNC. Jablonowski mentioned that the partnership had been in the works for 18 months and finally came to fruition just in time for the convention. This highlights the importance of leveraging events like the DNC to unveil new offerings and partnerships.
TargetSmart, another vendor in the political advertising space, also made a significant announcement at the DNC. They revealed an exclusive partnership with Magnite, a move aimed at providing inventory access to Democratic campaigns and groups. This partnership is expected to result in higher match rates and faster deal setups, ultimately reaching more voters in a timely manner.
Even startups are getting in on the action, with BattlegroundAI unveiling its AI-powered script writing platform on the eve of the DNC kickoff. CEO Maya Hutchinson showcased the product in Chicago, emphasizing the accessibility and usefulness of the platform. With the bulk of advertising spend typically occurring in the lead-up to September and November, Hutchinson anticipates a higher influx of spending this election cycle.
Overall, the DNC serves as a prime opportunity for partisan vendors to showcase their latest offerings and forge strategic partnerships. By capitalizing on the attention generated by the convention, these vendors are positioning themselves to better serve clients and make a significant impact in the final stretch of the election cycle.