Marketing Report
StackAdapt and OpenX partner to enable political advertisers to reach target audiences programmatically

StackAdapt and OpenX partner to enable political advertisers to reach target audiences programmatically

OpenX Technologies, Inc., one of the world’s omnichannel supply-side platforms, and StackAdapt, a multi-channel advertising platform, have announced a partnership to help enable political advertisers to reach their target audiences programmatically across CTV, mobile, web and display.

In the US, $8.9 billion was spent on political advertising during the 2022 midterm elections. AdImpact estimates that the 2024 political cycle will see that number increase to $10.2 billion, with a quarter of that spend going to digital and CTV.

Since some pieces of the programmatic ecosystem are no longer accepting political dollars, it is becoming increasingly difficult for political campaigns, candidates and causes to scale their audience targeting. This partnership helps alleviate that by pairing OpenX’s turnkey curated political audiences with StackAdapt’s multi-channel advertising platform, enabling political advertisers to reach high-value audiences on premium supply across formats.

As the only SSP that is both TAG Certified for Transparency and is facilitating political campaigns, OpenX has developed advanced creative review tools that allow premium publishers to vet and accept political advertising. These new tools empower publishers to streamline the approval of individual creative, giving them control over their brand and environment, thereby unlocking political access to premium publisher inventory at scale.

Michael Shang, Vice President of Partnerships and Business Solutions, StackAdapt: “This partnership will greatly benefit our political advertiser customers as we lean in on what will be a huge year for this vertical market. Through OpenX's innovative creative review tool, advertisers partnering with StackAdapt can anticipate expedited creative approvals, further cementing StackAdapt's leadership in the multi-channel advertising landscape while prioritizing swift and efficient processes for advertisers.”

Geoff Wolinetz, SVP of Publisher and Demand Platforms, OpenX: “With this partnership, StackAdapt buyers get the ability to target political ads across OpenX’s expanded publisher footprint, including premium CTV. As OpenX remains committed to its role as a supply-side platform providing the best tools for publishers, brands, and agencies, this partnership advances our dedication to forging strong, transparent relationships with differentiated DSP partners.”