Adding Measured or Kochava helps manage buys across walled gardens for better ROAS metrics, while data co-ops like Circana and NCSolutions offer different attribution options for political ad buyers, alongside digital-native panels like Ibotta and Fetch Rewards.
Linear TV continues to dominate political ad budgets due to high ad volume and cheaper costs compared to streaming, making it challenging to shift budgets. Better measurement in streaming is crucial to attract more political budgets from linear TV.
Political buyers face challenges in nailing down subscriber overlap across different streaming services, resulting in ad repetition instead of reaching incremental audiences. Improved measurement in streaming is essential to address these issues.
#roas-metrics #political-advertising #linear-tv-vs-streaming #measurement-challenges #digital-advertising-strategies
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