This year’s election season has brought a significant shift in how campaigns reach likely voters through television, especially as streaming video becomes more popular. Political advertising also can benefit from tools such as supply path optimization, or the process of finding the shortest and most profitable path to digital ad inventories on connected television.
“We’re getting more control of our publisher network,” Jordan Lieberman, chief executive of Powers Interactive, said in this interview with Beet.TV. “We’re getting more control of our inventory pricing engagement, and I think we’re seeing real results at the client side.”
The optimization of ad inventories has improved engagement with viewers, Lieberman said. He looks at metrics such as the video completion rate to ensure that ads are resonating with target audiences.
“The reality is that audiences react to provocative messaging, and so it’s not necessarily good or bad, but the more provocative is more effective when it comes to political advertising,” Lieberman said.
Ensuring …