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
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