In an election year, political ad spend is set to surge, and political advertisers will need more support navigating an increasingly complicated digital media ecosystem.
With that in mind, programmatic and adtech partner Digital Remedy has launched The Political Desk, a dedicated division focused on helping political campaigns, advocacy groups, and issue-based organizations plan, activate, and measure digital campaigns.
(By the way, the logo featured above is very cool.)
Why This Matters:
With the midterms approaching, political ad spend is expected to rise sharply. According to AdImpact, midterm spending will eclipse $10.8 billion, setting a new record.
CTV is expected to be a major beneficiary — and the only channel to grow in U.S. political ad spend this year compared with the last cycle — and Digital Remedy says The Political Desk will give campaigns access to premium inventory, including live sports across the NFL, MLB, and NBA, as well as awards programming.
As a product complement to The Political Desk, the company has also launched VoterReach, a household-level intelligence solution designed to help campaigns better understand reach, audience overlap, and media efficiency at the district level.
VoterReach maps campaign delivery data to congressional and state legislative districts, giving campaigns clearer visibility into which voter households they are reaching, where frequency may be too high, and where budget can be shifted to drive incremental reach.
Experts React:
Digital Remedy has also hired Sally Furlong, a political media veteran, to help lead the division’s growth. Here’s what she had to say about the launch:
“Political buyers need a partner who can move at campaign speed, launching in hours, not days, with the flexibility to scale up or pull back as the race demands. What I hear most from agencies and campaign teams is that they want granular targeting, real transparency into where their media is running, and measurement that maps to the districts they’re actually trying to win. That’s exactly what The Political Desk was built to deliver.”
Our Take:
Political advertising is a major growth opportunity this year, and it’s great to see adtech and media companies acknowledge that directly.
That matters because political campaigns have many of the same needs as commercial advertisers — audience targeting, premium inventory, transparency, and measurement — but they operate on compressed timelines and with higher stakes. If CTV is where political dollars are mostly moving, more companies will likely/should build dedicated offerings around it.
AdTechRadar is owned by Chris Harihar, an EVP at Mod Op. Digital Remedy is a Mod Op client.
