For the first time new data insights will be
provided for political advertisers to better activate voter
audiences across programmatic buys
NEW
YORK, July 23, 2024 /PRNewswire/ -- IQM, the
global media buying platform empowering advertisers in the most
regulated verticals to use and enhance their data to make better ad
buying decisions, and L2 Data, the most trusted source for enhanced
voter, consumer and modeled issue data today announced a new
offering that enables advertisers to go beyond standard Voter ID
targeting by providing insights mid- and post-campaign as to
specifically which voters were reached and how they engaged with an
advertiser's messing.
For the first time, this offering will provide a deeper look
into the impact of Voter Level Data on digital advertising, so that
advertisers can learn not only who their campaigns reached, by
name, but also who engaged with the ad. Publicly available
information associated with Voter IDs, such as voting history,
party affiliation, and political donations and demographic
information will be provided to make smarter buying decisions.
With the current political media buying ecosystem, it's critical
that political agencies representing candidates, issues and
advocacy campaigns reach the very niche audiences that they are
targeting so that media dollars are being spent most effectively.
There is an unprecedented demand to understand and reach voters in
a better-tailored way to get their attention on a particular
candidate or issue, and that's what this new solution achieves.
"L2's data file is the most comprehensive and up-to-date
bipartisan data set in the industry. With the increasingly
complicated buying landscape and political state we are in, we have
been searching for a solution that provides our partners with a
newly adapted offering," said Matthew
Dybwad, SVP Head of Political at IQM. "With our Voter Level
Data offering, we are now able to provide by name the actual voters
your campaign reached - an invaluable capability."
IQM has successfully built the in-platform capability that
matches advertiser data to voter IDs so that political advertisers
can quickly and easily upload a list of voters that they want to
target. With a match rate of more than 80%, IQM matches information
to specific Voter IDs needed for targeting. With partnerships like
L2, IQM is able to maintain an up-to-date taxonomy of Voter file
data, making segment building based on voter ID more efficient at a
lower cost than the alternative of using data onboarding
partners.
"IQM has been the standout platform when it comes to political
advertising solutions. We knew it was a no-brainer to engage with
them on this new capability to better utilize L2's extensive data
file across the sector," said Paul
Westcott, Executive Vice President, Sales and Marketing at
L2. "The industry needs a more in-depth understanding of its media
buys and this solution is just that."
IQM, the leading industry-specific media buying and audience
intelligence platform for political advertisers continues to stay
at the forefront of advertising solutions. This new solution builds
upon the capabilities IQM has already developed from the long-time
L2 partnership.
For more information on how this offering will further improve
the political buying space for advertisers, please visit IQM's
Voter Level Data page.
About IQM
IQM is a global media buying platform that
empowers advertisers in the most regulated verticals to use and
enhance their data to make better ad buying decisions.
Our platform allows advertisers to construct precise audience
segments that align seamlessly with their desired target audience
base, using their own data, top-tier third-party data sources, and
IQM's proprietary AI-driven audience intelligence engine. This
leads to more accurate forecasting, budgeting and targeting, as
well as delivering campaigns that perform better across screens and
formats. For more information, visit www.iqm.com.
About L2
For over 50 years, L2 has set the industry
standard for having the highest quality and most comprehensive
voter and consumer file available. L2's 53 point hygiene and
enhancement process remains unparalleled.
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SOURCE IQM