Mar 24 2023

Digital Media-Buying Data Reveals Surge in Direct, CTV Political Ad Buys

"Among the post-analyses of the political advertising buys from the 2022 midterm elections is an analysis released this week by digital media-buying processing provider Basis Technologies that seems to contradict some of the conventional wisdom asserted to date, including a trend toward programmatic and social media buys.

The analysis, which is based on agencies and political campaigns utilizing Basis' systems to process political media buys in the 2018 and 2022 midterms, as well as the 2020 general presidential election, shows the percentage of programmatic buys fell to 52% in 2022 from 63% in 2020 and 60% in 2018."

Read more in MediaPost.

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