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Screenshot: YouTube

The growth of addressable TV advertising (ads that can be digitally targeted by household) has become a powerful tool for midterm election advertisers.

Why it matters: Adoption of addressable TV has otherwise been moving rather slowly.

  • According to MAGNA's Vincent Letang, political campaigns have been pioneering those new capabilities within the industry because they are incentivized to take advantage of as much niche targeting as possible.

Michael Beach, who runs a marketing analytics and software company that focuses on political ad placement, says that around 80% of adults are registered, 50% of registered voters will vote this fall and roughly 10%–20% of voters are persuadable. Addressable ads make it possible to better target them.

"Roughly 4–8% of adults in battleground districts are persuadable and the improved data/analytics side is allowing us to know who they are."
— Michael Beach, CEO, Cross Screen Media

Pro tip: If you're interested in the intersection of tech, politics and advertising, sign up for Beach's weekly "State of the Screens" newsletter.

Go deeper

57 mins ago - Health

CDC panel: COVID vaccines should go to health workers, long-term care residents first

Hospital staff work in the COVID-19 intensive care unit in Houston. Photo: Go Nakamura via Getty

Health-care workers and nursing home residents should be at the front of the line to get coronavirus vaccines in the United States once they’re cleared and available for public use, an independent CDC panel recommended in a 13-1 emergency vote on Tuesday, per CNBC.

Why it matters: Recent developments in COVID-19 vaccines have accelerated the timeline for distribution as vaccines developed by Pfizer and Moderna undergo the federal approval process. States are preparing to begin distributing as soon as two weeks from now.

Obama: Broad slogans like "defund the police" lose people

Snapchat.

Former President Barack Obama told Peter Hamby on the Snapchat original political show "Good Luck America" that "snappy" slogans such as "defund the police" can alienate people, making the statements less effective than intended.

What he's saying: "You lost a big audience the minute you say it, which makes it a lot less likely that you're actually going to get the changes you want done," Obama told Hamby in an interview that will air Wednesday morning at 6 a.m. EST on Snapchat.

Nasdaq's ultimatum

Photo: Kelly Sullivan/Getty Images

New diversity and inclusion rules are on the table for some of America's most powerful corporations, courtesy of one of its most powerful stock exchanges.

What's new: Nasdaq is threatening to delist companies that won't move toward having at least one woman and at least one underrepresented minority or LGBTQ person on their corporate boards.