"Basis Technologies Senior Vice President Grace Briscoe can tell marketers a lot about the process to activate political ads in connected TV (CTV).
The digital approval process can be lengthy because humans must review the content and verify the buyers and sellers.
This is the way that most media works for political ads, including across Google’s and Bing’s search networks.
Previous elections, Briscoe says, have shown that more than 50% of digital ad budgets was spent in the final 30 days before election day, according to Basis Technologies, based on numbers gathered from the past few elections.
Read more in MediaPost.
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