Good news for local media, particularly news sites, has been in short supply for the last several years. However, the estimated $16 billion in U.S. political advertising spend expected in 2024 may be a lifeline for digital publications dealing with advertisers’ economic anxiety and overzealous brand safety blocking.
Still, publishers need to make sure there are no offensive political ads or disinformation being spread throughout their sites. With the American political environment more contentious than ever, an inability to manage inflammatory or misleading ads is why many publishers and ad tech platforms are hesitant with the vertical — despite the revenue potential.
However, it doesn’t have to be that way. Publishers can still deploy strategies to mitigate the risks of political ads and enjoy the revenue windfall, without tainting their brand or alienating audiences.
Sensitive subjects and misleading ads require nuance and tact
The vast majority of political ads are innocuous, and typically feature an image of a candidate, the position they’re running for, and an inoffensive slogan. But as political content ramps up in September and October, local publishers are more likely to play Whac-a-Mole, with ad ops teams scouring sites looking for ads reported by users, editorial, and executives. These pot-stirring ads — from both sides of the aisle — are meant to provoke.
Inflammatory ads are the tip of the iceberg. There are far more political issues that require nimble policy-making from publishers. Guns, LGBTQ+ rights, and abortion are just some examples of divisive issues that are generating headlines and appearing in ads that may alienate audiences.
Additionally, deceptive practices like intentionally omitting the advertisement’s payment source, AI-altered images, and deepfakes contribute to the spread of disinformation in political advertising.
Establishing policies reduces the risk around unwanted political ads
For publishers, the potential of offending audiences, sliding pageviews and engagement, and sullied brand reputation with political ads may make the revenue uptick pale in comparison. But mitigation strategies and tools are out there and easy to implement.
It’s important for editorial, executive, and sales teams to discuss and determine publications’ acceptable political content thresholds around the most contentious advertising topics, like immigration and abortion. These policies will define what type of messaging and sloganeering is too much for audiences.
Publishers also have to decide their tolerance for the use of AI in political advertising. The good news is that major political agencies are refusing to use generative AI for creative development. The FCC wants to further regulate the use of AI for political ad creation, but rules likely won’t be in time for the 2024 election — and bad actors will skirt them anyway. Until then, tools are also available for publishers to stop AI-created ads at the site or app level.
Partnerships and technology enable effective political ad monetization for publishers
Once guidelines are determined, publishers should bring these to their upstream partners, who filter out ads that don’t meet those policies.
DSPs and SSPs are also highly cautious about the risks around political advertising, and many have even decided to skip out. But there are top-notch upstream partners who take publisher concerns seriously in screening ad content, like DSPolitical. Using a creative gallery of all ads running on a site to pick out specific political ads that are unsavory can also make it easier for publishers to block unwanted ads.
September and October will be incredible months for political ad revenue for publishers. There’s still time for them to get in the game and, more importantly, reduce the risks while raking in the cash.
In conclusion, the influx of political advertising spend in 2024 presents a significant opportunity for local media and news sites to boost their revenue. By implementing careful policies, monitoring ad content, and leveraging partnerships and technology, publishers can navigate the challenges of political advertising while maximizing their earnings. It’s a balancing act that requires nuance and tact, but with the right strategies in place, publishers can make the most of this revenue windfall without compromising their brand integrity.