Washington, D.C.—Quantcast, a leader in applying the power of big data to digital and mobile advertising, today announced partnerships with four leading political data providers—Data Trust, i360, L2 and TargetSmart—to offer advertisers strategic audience targeting ahead of the upcoming presidential election.
The new political data partners will be integrated into Quantcast Audience Grid, which provides marketers the ability to target audiences with industry-leading scale and accuracy. Audience Grid works by combining Quantcast’s extensive consumer data set with online and offline data from leading providers. With the addition of these political data sets, marketers can use Quantcast to efficiently advertise to audiences based on their partisan, attitudinal and vote propensity characteristics in addition to their search behavior, purchase behavior, media interests and demographics.
New data partnerships now available to advertisers include:
Data Trust—The premier right-of-center voter file and data management company with a mission to provide the lowest-cost, highest-quality, and most efficient political data to right-of-center organizations. Its warehouse includes thousands of data points for over 260 million Americans, updated daily and easily accessible in real time. The Data Trust has an exclusive list exchange agreement with the Republican National Committee.
i360—The leading data and technology resource for the free-market political and advocacy community, i360 maintains a database of all 250 million–plus US adults, including the 190 million–plus who are registered to vote. Independently sourcing voter data from every state and multi-sourcing lifestyle and consumer data, i360 prioritizes the accuracy and depth of every profile. With thousands of data points on every American adult, i360 arms advertisers with a wealth of data on partisanship, economic and social issue alignment, and personal characteristics to target audiences with precision and ultimately deliver results at the polls.
L2—For over 40 years L2 has been the most trusted source for enhanced voter, consumer and modeled issue data. L2’s national voter file remains the most accurate and frequently updated in the marketplace, and contains the largest number of detailed voter file segments for traditional and digital targeting. As a non-partisan provider, L2 is able to tap powerful solutions, including modeled issue data from HaystaqDNA. The HaystaqDNA modeled issue segments give users a detailed view of all voters, regardless of party affiliation. L2 also provides party affiliation in all 50 states by modeling party ID for voters in states without party-based registration. In addition to voters, L2 maintains a powerful file of more than 265 million adult consumers.
TargetSmart—An industry-leading data, technology and consulting firm providing custom, data-driven solutions that help campaigns, candidate organizations, and companies achieve their goals. TargetSmart’s politically focused, consultative approach combines consumer data, databases, data integration and consulting solutions for personalized multichannel marketing strategies. TargetSmart leverages over 25 years of experience in data management to deliver high-performance, reliable data products and solutions.
“Big Data is becoming an essential part of the modern political campaign. Just as the 1960 presidential election ushered in the era of television advertising, 2016 will be a turning point in broadly introducing programmatic advertising and the use of data as a central part of campaigns,” said Jag Duggal, senior vice president of product management at Quantcast. “Programmatic strategies that were nascent in 2012 are becoming mainstream in this election cycle, providing advertisers the ability to reach voters with more relevant ads than ever before.”
This partnership announcement comes on the heels of Quantcast’s recent expansion of the D.C. team and is part of a continued effort to bring an extensive set of advertising solutions for political marketers and agencies.
Marketers and agencies interested in more information about how Quantcast can help meet their political advertising objectives can contact Quantcast’s Washington, D.C. sales team to discuss their needs by contacting DC@Quantcast.com.
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