The complex landscape of digital advertising during election cycles is undergoing a significant transformation, as publishers grapple with billions of dollars in ad revenue being siphoned off by programmatic intermediaries. In an effort to reclaim value and offer more precise targeting, supply-side platform OpenX, in collaboration with data provider Givsly, has introduced a novel curation and targeting solution designed specifically for political campaigns. This new tool eschews traditional party affiliation data, instead empowering political advertisers to connect with voters based on shared values across premium Connected TV (CTV) and digital publisher inventory that permits political advertisements. Launch partners for this initiative include prominent entities like Newsweek, and CTV platforms Plex, Xumo, and Scripps, signaling a significant industry shift towards more direct and curated media buying.
The introduction of this sophisticated targeting mechanism arrives at a critical juncture, coinciding with what is projected to be one of the most expensive election cycles in history. Industry projections from AdImpact forecast a staggering $10.8 billion in political ad spend for the current year, representing a substantial 20% increase compared to the 2022 midterms. This figure approaches the record-breaking $11.1 billion expended during the 2024 presidential race, underscoring the immense financial stakes involved. This surge in spending highlights the urgent need for publishers to exert greater control over pricing and ensure brand safety, while simultaneously offering political advertisers opportunities to avoid unfavorable placements and identify previously untapped segments of potential swing voters.
Addressing Programmatic Chaos with Curated Political Advertising
The traditional programmatic political advertising marketplace has often been characterized by a "spray and pray" methodology, leading to inefficiencies and a lack of predictability. Danielle Varvaro, Chief Revenue Officer at Newsweek, noted that curated deal structures are instrumental in bringing much-needed order to this often chaotic environment. "It helps reduce duplication in the supply path and supports more stable pricing," Varvaro explained. This shift allows publishers to move beyond chasing ephemeral, short-term spikes in ad revenue during election seasons and instead focus on cultivating "sustainable yield."
Varvaro further elaborated on the strategic advantages for publishers: "Curation on the sell side also gives publishers greater control over how they participate in the political ad market, so we can access the incremental spend while maintaining our governance, our compliance, and our brand integrity." This emphasis on control and integrity is crucial for publishers seeking to balance revenue opportunities with their brand values and ethical considerations.
The Mechanics of Values-Based Targeting
The innovative approach employed by OpenX and Givsly centers on leveraging data signals derived from over 500 non-profit organizations. These signals are used to construct audience segments based on shared values, encompassing areas such as women’s empowerment, environmental sustainability, or specific social justice causes. OpenX then utilizes its proprietary identity graph to match these Givsly-identified value-based audiences across its network of publisher clients. These meticulously defined audience segments are subsequently packaged into deal IDs, which can then be activated through both direct and programmatic buying channels.
Amanda Forrester, Senior Vice President of Marketing and Communications at OpenX, highlighted the layered approach to targeting: "Givsly’s data is one enrichment layer. Buyers can also target specific geos and ZIP codes and zero in on particular voting districts." While acknowledging that combining value-based data with third-party audiences from other vendors might potentially constrain supply, Forrester emphasized the core benefit: "the addition of the Givsly data lets political campaigns reach voters whose values align with their candidate, even without access to party affiliation data." This capability is particularly valuable for identifying and engaging new potential voters in areas where campaigns may already have extensive data on party affiliation, thereby focusing on activating new constituents rather than merely reinforcing existing support bases.
Furthermore, the solution provides advertisers with granular, localized reporting on reach and frequency at the county, Designated Market Area (DMA), and ZIP code levels. This detailed reporting allows for precise campaign optimization towards specific outcomes, such as driving traffic to campaign websites or voter registration pages, thereby enhancing the measurability and effectiveness of political advertising.
The Demand for Precision in Political Ad Campaigns
This new offering from OpenX and Givsly is rooted in two significant industry shifts that have empowered publishers to play a more active role in programmatic dealmaking. Firstly, the rise of "sell-side curation" over the past few years has given publishers more agency in how their inventory is packaged and sold. Secondly, there has been a growing industry-wide focus on "audience precision over volume."
Varvaro from Newsweek observed that political advertisers are not immune to this trend. "They’re just as concerned with driving measurable outcomes as any brand," she stated, noting that this focus has been evident in recent negotiations for midterm ad buys. Historically, political advertising, particularly within programmatic channels during peak seasons, could be highly transactional due to aggressive competition for limited inventory. However, Varvaro pointed out that in the current cycle, political advertisers are demonstrating a stronger preference for "curated access to that supply path, and also transparency and compliance."
For Newsweek, participating in OpenX’s curated political packages offers a dual benefit: safeguarding its supply chain during periods of high demand and reinforcing its reputation as a premium, centrist news publisher. While Newsweek is amenable to running political ads across its digital properties, it has opted not to feature such advertisements on CTV inventory managed through Adprime, a healthcare-focused Demand-Side Platform (DSP) it acquired in June 2025, as this inventory is not part of its partnership with OpenX.
Encouraging Publisher Participation in Political Advertising
Despite the advancements in targeting and control, the decision to engage in political advertising remains a complex one for many media companies, given the prevailing political polarization and persistent concerns about brand safety. Political buyers, too, exhibit distinct preferences regarding the publishers they choose to support. OpenX has proactively addressed these hesitations on both sides of the supply chain by integrating robust controls into its system.
Through the OpenX Select curation platform, buyers can establish custom brand standards and create "allow lists" of preferred publishers. A significant advantage of this sell-side curation is that buyers can activate these lists across any DSP without the need for repeated reconfiguration for each platform.
On the publisher side, advertisers are provided with approval lists, ensuring that curated packages do not inadvertently cannibalize existing direct deals. Publishers also retain the ability to review ad creatives to verify alignment with their brand values and can dictate the stringency of this review process. Some publishers may opt to vet every political advertisement, while others might whitelist trusted advertisers for a more streamlined approach.
OpenX emphasizes that participation in political advertising is entirely opt-in, and currently, more than half of its publisher network has enabled this functionality. Even among participating publishers, there remains the option to block political ads from specific site subsections or domains. Consequently, political campaigns can only bid on inventory that has been explicitly approved by the publisher, offering a layer of reassurance and control.
OpenX aims to re-engage publishers who may have previously withdrawn from political advertising due to concerns about brand alignment, data governance, and privacy compliance. "If you can deliver a solution that has strong guardrails and protections, and that keeps content aligned with other quality publishers, then people are more comfortable providing access," Forrester remarked, suggesting that enhanced control and transparency are key to fostering broader publisher participation.
The integration of Givsly’s value-based data into OpenX’s identity graph represents a significant step towards more nuanced and effective political advertising. By moving beyond broad demographic or party affiliations, campaigns can now connect with voters on a more personal level, fostering engagement based on shared beliefs and principles. This approach not only promises to enhance campaign efficiency but also contributes to a more sophisticated and potentially less divisive digital advertising ecosystem during crucial election periods. The success of this initiative could pave the way for further innovation in how political messages are delivered and received in the digital age, ultimately benefiting both advertisers seeking impact and publishers striving for sustainable revenue and brand integrity.
