Katz, MadHive launch CTV marketplace for political ads
June 15, 2022
MadHive, the enterprise software company that powers modern media, and Katz Media Group, the media representation company in America, have announced a partnership to bring scale, transparency, and privacy compliance to Connected TV (CTV) for political advertisers.
The joint offering will create the largest local CTV marketplace for political advertising, including inventory from MadHive’s local broadcast clients and more than 1,300 publishers and exclusive marketplaces from the Katz Digital Video portfolio. Katz will also provide managed services to execute and optimise campaigns across inventory sources enabling brands to custom target consumers at scale by platform and geography.
This partnership will provide the tools and expertise to advertisers for targeting, real-time optimisation, sequential messaging, frequency control, incremental reach, and attribution against a variety of KPIs. Additionally, the neutral political offering will provide access to heat maps and tables across 400+ congressional districts, and an ecosystem of best-in-class data partners including TargetSmart, L2, and much more.
“In 2020, more than 25 per cent of the broadcast political ad dollars were placed through Katz Media Group,” said Mark Gray, CEO of Katz Media Group. “This partnership will allow us to bring additional scale and inventory to the marketplace, while optimizing efficiency and neutrality by enabling advertisers to access billions of impressions from thousands of news organizations through one platform.”
“Every month we serve billions of local CTV impressions across all 210 DMAs,” said Adam Helfgott, CEO at MadHive. “This uniquely positions us to identify local voters at national scale based on a variety of parameters including geography, demographic, interests, and political party. And with our network of direct partnerships, we can report ad placement at a granular level and measure things like website visits, email signups, and donations, all while ensuring consumer privacy.”
“Industry experts estimate Political Ad spending to exceed $9 billion in 2022, with CTV accounting for $1.5 billion as parties leverage the personalisation capabilities and premium environment of digitally delivered TV,” said Doug Pfaff, President of Katz Digital Video.