Tech Company Launches Political Ads For Streaming Services
By Movieguide® Contributor
Fox Television is pairing up with a new advertising company for political ads that target streaming viewers.
Madhive is a software platform that specializes in digital TV advertising. Per its website, it is “simplifying ad tech” and “shaking up streaming.”
The company’s technology means that political advertisers who work with it will be offered “more video inventory to target voters when local broadcasters run out of space.”
“Video inventory is critical for campaigns because it can be effective for voter persuasion,” Axios reported. “Digital ads on platforms like Facebook or Google Search are better for fundraising and list-building.”
Madhive’s “marketplace approach” also means that “campaigns can hyper-target voters by congressional district or zip code. They can also import their own data to target specific types of voters.”
Fox is Madhive’s first major client.
“We are very excited to offer our FLX CTV product and our partnership with Madhive to the growing OTT political marketplace,” Michael Page, Senior Vice President of Digital Sales for FOX Television Stations, said in a press release about the partnership.
He added, “Our ability to target every congressional district in the country using the combination of FLX’s scale and Madhive’s award-winning technology provides an excellent opportunity for campaigns of all sizes to target potential voters. FOX’s expertise in handling high-volume buys and the significant targeting capabilities of our FLX product in all 210 DMAs make us a must-use resource for nearly every race in the country.”
Some companies, including Meta, are choosing to stay away from politics. Movieguide® previously reported:
Following the 2020 election, Meta CEO Mark Zuckerburg said the company plans to “turn down the temperature” on political speech.
“Politics has kind of had a way of creeping into everything,” Zuckerburg said in early 2021. “The feedback that we see from our community is that people don’t want that in their experience.”
Earlier this year, Adam Moseri announced, “Over the next few weeks we will be improving how we avoid recommending content about politics on recommendation surfaces – like Explore, Reels, and Suggested Users – across both Instagram and Threads. If you want political recommendations, you will have a control to opt into getting them.”
The company, however, will continue to allow political content to educate voters while limiting the reach of political ads and endorsements.
“While only a small percentage of content on our platforms is political, we remain committed to helping people find reliable information about voting and elections, and to provide campaigns of all sizes the tools they need to reach their audiences,” Meta said.
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