Title Xaxis Brings Programmatic to Political Advertising with Xaxis Politics, First Ad Targeting Solution to Leverage Offline Voter Data for Reaching U.S. Voters across All Digital Channels | Business Wire
Text NEW YORK--(BUSINESS WIRE)--Xaxis, the world’s largest programmatic media and technology platform, announced today the launch of Xaxis Politics, the industry’s first targeted political advertising solution for reaching U.S. voters across all digital channels without utilizing personally identifiable information. Developed with Haystaq DNA, Xaxis Politics is the first programmatic product that enables advertisers to leverage offline voter data to inform their digital campaigns. This means that political advertisers can reach their most relevant voters across display, mobile, online video, digital radio, connected TV and social media.
Xaxis Politics incorporates the Haystaq National Voter Database – the nation’s largest and most accurate source of voter data, representing 166 million voters – into Xaxis’s proprietary Turbine data management platform (DMP), enabling advertisers to engage voters across a multitude of hot button issues, political affiliations and other demographic information. This offering utilizes Haystaq DNA data to understand which audiences are most interested in which issues, while also leveraging Turbine’s real-time audience data to more effectively direct advertisers’ messaging. Campaigns can be locally focused or nationally scaled across Xaxis’s industry leading portfolio of premium digital inventory.
“Voter data is the lifeblood of political advertising, with a lengthy pedigree as the engine of successful direct voter marketing,” said Brian Gleason, the newly named global CEO of Xaxis. “By bringing this data into the digital space, we’re opening up an entirely new level of sophistication for political marketers competing to have their voices heard in a crowded and fragmented market.”
With Xaxis Politics, advertisers can segment audiences by hundreds of hot button issues as well as by party affiliation, demographic information and likelihood of turnout. Advertisers can also easily run real-time campaigns tied to specific real-world events, such as running a digital ad campaign synced to a statement that a candidate says during a televised political debate. In addition, Xaxis Politics provides campaigns with unprecedented capability in reaching younger voters on their mobile devices, empowering them to connect with an audience that is notoriously difficult to reach by traditional means such as TV ads.
Haystaq DNA CEO Ken Strasma called the partnership with Xaxis “truly revolutionary.” “Political marketers have come to expect the accuracy of individual-level targeting models for direct mail, phones and door-to-door canvasing. Until now, using those models to target voters online has been a time-consuming and expensive custom process. With more than 20 pre-built models predicting turnout, partisanship, ideology and positions on hot-button issues, now it is easy for online campaigns to target the right voters with the right message at the right time.”
Xaxis is a global digital media platform that programmatically connects advertisers to audiences across all addressable channels. Through the expert use of proprietary data and advertising technology along with unparalleled media relationships, Xaxis delivers results for over 2,800 clients in 42 markets across North America, Europe, Asia Pacific, Latin America and the Middle East. Advertisers working with Xaxis achieve exceptionally high return on advertising spend through the company’s proprietary media products, as well as through its specialist companies, Light Reaction, Bannerconnect, and ActionX. For more information, visit www.xaxis.com.
About Haystaq DNA
Haystaq DNA is a big data and predictive analytics firm founded by the team behind President Obama’s ground breaking microtargeting operation in 2008. Since then, Haystaq DNA has provided individual-level microtargeting for thousands of political campaigns, non-profit organizations and commercial clients. For more information, visit www.haystaqdna.com.