Politics In Context

Politics In Context

The 2024 political season will kick off in earnest on January 15th with the Iowa caucuses, setting the stage for more than $10B in media spending that will flood the marketplace in 2024. As streaming surges and traditional pay TV declines, we can expect much of what would have been spent on cable and broadcast to find its way into ad-supported video options like AVOD and FAST. The question becomes how will candidates and causes use these formats and platforms to their greatest advantage, and what techniques will they employ to get the most from their media spending?

Andrew Rosenman, VP, Head of Advanced TV Strategy & Partnerships for global SSP Equativ will delve into what may be the most advantageous method for political marketers in 2024: contextual targeting.
With the much delayed depreciation of the cookie this year, new and emerging methods of audience segmentation and identity are taking hold but will lack the scale and uniform acceptance of buyers and sellers in the near term. Contextual signals that describe the mood, tone, and emotion of video programming will become the next great frontier for all marketers to master, and timing suggests that the 2024 political season is when it will be tested at scale for real world results.

Speakers
Andrew Rosenman, VP, Head of Advanced TV Strategy & Partnerships for Global SSP, Equativ