Navigating 2024 US Political Advertising Trends: The Rise of CTV and the Importance of Identity Resolution Partners

In the ever-evolving landscape of political advertising, digital platforms continue to reshape the way campaigns engage with voters. As we delve into the trends of 2024, one standout avenue for capturing ad dollars is Connected TV (CTV). Additionally, the role of identity resolution partners is becoming increasingly vital in ensuring addressability for digital campaigns. Let’s explore how these trends are shaping the political advertising sphere. 

The Emergence of CTV in Political Advertising:

Connected TV, which includes streaming services accessed via smart TVs, gaming consoles, and over-the-top (OTT) devices, has witnessed a meteoric rise in recent years. CTV presents a unique opportunity for political campaigns to reach target audiences more effectively than ever before. 

1. Audience Targeting: CTV offers precise audience targeting capabilities, allowing political campaigns to tailor their messages based on demographics, interests, and viewing behaviors. This granular targeting ensures that ads are delivered to the right viewers, maximizing their impact. 

2. Engagement and Interactivity: Unlike traditional TV advertising, CTV enables interactivity and engagement. This allows viewers to interact with ads through clickable elements or interactive features. This interactivity fosters deeper engagement with political messages, leading to increased awareness and influence. 

3. Measurement and Attribution: CTV platforms provide robust measurement and attribution tools. This enables campaigns to track the effectiveness of their ads in real-time. From impressions to conversions, these insights enable data-driven decision-making, optimizing ad spend for maximum impact. 

The Role of Identity Resolution Partners

In the digital advertising ecosystem, maintaining addressability is paramount for political campaigns looking to deliver targeted messages to specific individuals. Identity resolution partners play a crucial role in ensuring that campaigns can effectively reach their desired audience across various channels and devices. 

1. Cross-Device Targeting: Identity resolution partners employ advanced algorithms and data-matching techniques to link disparate data points across devices, enabling seamless cross-device targeting. This ensures that political ads reach individuals across their smartphones, tablets, desktops, and CTV devices, maintaining consistent messaging and increasing campaign effectiveness. 

2. Data Privacy Compliance: With increasing concerns over data privacy and regulations such as GDPR and CCPA, identity resolution partners help political campaigns navigate the complex landscape of compliance. By adhering to strict privacy standards and implementing robust data protection measures, these partners safeguard consumer privacy while enabling targeted advertising. 

3. Enhanced Personalization: By leveraging comprehensive identity graphs, identity resolution partners enable enhanced personalization of political ads. Campaigns can leverage rich audience insights to deliver tailored messages that resonate with individual voters, driving higher engagement and conversion rates. 

The BDEX Identity Graph

BDEX powers one of the largest and most accurate US consumer identity graphs.  Recent enhancements and additional filters have proven to improve addressability. Additionally, thanks to BDEX’s Fraud-Free Data Guarantee, bots and other unactionable identifiers are removed from data sets.  BDEX offers a comprehensive identity and data solution helping with everything from anonymous website visitor identification to audience building and onboarding through major DMP’s and DSP’s.  Using BDEX, you’re guaranteed to have a partner working side by side to ensure maximum ROI and return on ad spend. 


As we venture into 2024, political campaigns must adapt to the evolving digital advertising landscape to effectively reach and engage voters. The rise of Connected TV presents a lucrative opportunity for capturing ad dollars, thanks to its precise targeting, engagement capabilities, and robust measurement tools. Additionally, partnering with identity resolution partners is essential for maintaining addressability and ensuring compliance with data privacy regulations. By leveraging these trends and technologies, political campaigns can maximize their impact and influence in the digital realm.