Yahoo and AdImpact partnership unlocks CTV data for enhanced political advertising

New York – April 18, 2024 – The Yahoo DSP today announced a partnership with AdImpact, the leading ad intelligence SaaS company. This partnership offers better targeting and differentiated political viewership audiences for activation across local and national campaigns this election year.

With competitive races up and down the ballot, political campaigns across federal, statewide, and local elections need efficient ways to reach potential voters. However, ad spend has not kept pace with TV viewership. Streaming accounts for nearly 38% of American viewership¹, but political campaigns are only projected to spend 13% of estimated political ad spend on CTV². Political advertisers have a massive opportunity to shift budgets to capture attention of audiences where they're actually spending time. With unique access to viewership data, the Yahoo partnership with AdImpact will tap into a new viewership targeting capability that enables political advertisers to reach their potential voters more effectively and at the right cadence. 

Whether targeting audiences within 24 hours after a debate or other politically-significant events, or intentionally excluding audiences who have been exposed to a political advertisement, there are many use cases for campaigns to leverage this data. For example, campaigns can retarget or omit audiences on CTV who have seen a candidate’s commercial on linear TV. This tool will be available on a national level down to hyper-local non-federal, and local elections.

“As the road to November heats up, there’s a significant untapped opportunity for political campaigns to reach voters with CTV,” said Elizabeth Herbst-Brady, Chief Revenue Officer, Yahoo. “Our partnership with AdImpact will give campaigns and advertisers alike the ability to better reach their intended audiences and control frequency through the Yahoo DSP and not inundate viewers.”

Further bolstering the Yahoo DSP portfolio of TV viewership data partners, AdImpact’s proprietary political ad catalog and detection platform will process and tag viewership data providing greater accuracy and granularity than previously available in the market. AdImpact’s vast data ad catalog currently holds over 250,000 unique political creatives. Using automated content recognition (ACR), these identifiers are matched at the IP and device levels to enable the identification of future airings of the creative when a corresponding signal is detected and recorded. With this knowledge, advertisers effectively target and reach 108M households, derived from 205M logged-in US users³ through the Yahoo DSP. 

“As campaigns navigate the primary and general election cycles, ensuring that they’re reaching the right audiences will be critical to their marketing plans,” said Kyle Roberts, CEO of AdImpact. “This partnership will empower political campaigns to make effective national and hyper-local ad buys using advanced viewership and data-driven analytics, allowing messaging to be delivered to targeted audiences without oversaturating the same viewers.”

‍About Yahoo‍
Yahoo serves as a trusted guide for hundreds of millions of people globally, helping them achieve their goals online through our portfolio of iconic products. For advertisers, Yahoo Advertising offers omnichannel solutions and powerful data to engage with our brands and deliver results. To learn more about Yahoo, please visit yahooinc.com.

About AdImpact
‍AdImpact is a leading advertising intelligence (SaaS) company, specializing in tracking and analyzing advertising data across various media channels, including traditional, digital, and emerging platforms. With real-time monitoring that captures over one billion TV ad occurrences daily, we maintain the industry’s most extensive ad catalog consisting of over 1.2m unique creatives. This coverage extends across all 210 designated market areas (DMAs), over 41,000 zip codes, and across more than 20 million IP addresses. Currently capturing the data and analytics for over 88,000 brands and advertisers, AdImpact’s real-time data and analytics empowers users to monitor competitor occurrences, spending, messaging, and creatives, facilitating quick and informed decision-making.

¹“The Gauge™,” The Nielsen Company, Feb 2024
²AdImpact, 2023-2024 Projections Report, 2024
³Yahoo Internal data, 2024