New solution leverages the power of proximity to influence lawmakers, their staff and their closest inner circles
IQM Advertising Corporation, the global media buying platform that empowers advertisers in the most regulated verticals to activate first-, second- and third-party data across the programmatic ecosystem, has announced the launch of a proprietary data solution that drives highly-targeted outreach to US policy makers. These precision audience segments are designed to be leveraged in the Political Advocacy space, as well as by Public Affairs divisions across a variety of industries, like Healthcare and Pharma.
Power Segments combine voter-level data with opted-in, anonymized location intelligence to build a map of influence containing the people who shape policymaker decisions and voting behavior. By precisely mapping billions of location-based movement signals against policymakers’ work and home locations, these advanced audience segments reveal a network of first and second degree connections likely to sway the decisions of those in power. Power Segments are available across two tiers of connectivity – PowerSphere – which delivers the most precise targeting through a tight, exclusive circle of advisors, staffers, and close contacts who interact with public officials at work and home, and PowerOrbit – which expands upon the reach of a PowerSphere by including key second-degree connections to the closest inner circle. What advertisers get access to is refined, scalable segments that don’t just reach the right audience, but the people behind the people – the ones who shape policy, set priorities and ultimately move decisions.
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This new product launch comes at a critical time – following an election year when advertisers have a need to connect with an audience of new staffers brought in by newly elected officials.
Matthew Dybwad, IQM’s Chief Revenue Officer, and longtime industry veteran will be spearheading Power Segments. Working alongside him is a trusted team of Product Managers, Data Scientists, Engineers, Product Marketers and Sellers. With this cohort of unique insights and expertise, the product promises to solve a challenge Public Affairs and Advocacy advertisers have been facing for years, which starts with successful identification of key opinion leaders.
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“IQM continues to think two steps ahead when it comes to the political advertising landscape and needs,” said Dybwad. “We know that when it comes to influencing policy, reaching the policymaker is not enough. With Power Segments, we now have the ability to reach the people who are shaping the way legislators think and ultimately, create policy and definitive impact.”
Power Segments are matched and validated using IQM’s advanced proprietary identity graph built around the company’s diverse data sources. And, unlike other competitive solutions in-market, IQM offers an attractive CPM based pricing model, rather than requiring subscription fees or per activation charges for access to the audiences.
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Source – PR Newswire
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