Data firms are responding to digital marketers’ demands for more streamlined targeting options.
Nonpartisan data provider L2 just unveiled a slate of additional partnerships with demand side platforms (DSPs) ranging from Google DoubleClick to TubeMogul and OpenX. In addition to the DSP partnerships, L2 is boasting it’s the only non-partisan data provider completely onboarded with LiveRamp for matching cookies and device IDs and subsequent ad distribution.
As a result of the deal, L2 CEO Bruce Willsie said the DSPs “that are now linked to our data have a way of making selections for digital advertising purposes even in very esoteric types of selections – they might have someone running a county commissioner race in California or a city council race in Chicago, or even races that are much smaller than that.”
In February, Data Trust, a GOP firm, and Rocket Fuel unveiled a partnership that paired the former’s voter-file data with the latter’s programmatic ad-buying platform. The RNC’s data firm has also forged partnerships with the likes of Quantcast, Resonate and YuMe. On the left, the DNC and TargetSmart have also partnered with a number of platforms to use their data to target online advertising.
Willsie notes that L2’s partnerships make available more data fields than what’s available through partisan shops. “They’ve only put a very small percentage of their data fields into the [LiveRamp] platform to make them digitized and accessible,” he said. “What we did was take our entire file with all of its segments – every single data field – [and make it accessible]. There were [only] a few minor political districts that we left out.”
Willsie said clients can now visualize through L2’s mapping feature where their ad buy is hitting geographically. They can target different voters through device ID or cookie matching and then decide which DSP is ideal for their demographic target.
“When they make a [demographic] selection through voter mapping it will then get converted to a custom segment that will then get pushed out to the DSP which they’re working so they can use voter mapping like a super charged DSP interface tool,” said Willsie. “We are trying to work as broadly as we can with as many different platforms to make the data available for digital advertising purposes and we’re beginning to see that take off pretty quickly.”