As political advertising strategies evolve alongside changing voter behavior and privacy standards, platforms are introducing new approaches to audience targeting and premium media access ahead of major election cycles. OpenX has announced a new initiative aimed at helping campaigns scale political advertising across digital channels during the 2026 United States midterm election season.
OpenX Technologies, an omnichannel supply side platform, revealed prioritized access to curated political approved advertising inventory designed to deliver faster campaign activation, precise targeting, and expanded reach across connected television, mobile, and web environments. The offering enables campaigns to launch advertising initiatives in less than 24 hours while maintaining access to vetted publisher environments.
The announcement coincides with a new partnership between OpenX and Givsly, a platform that provides privacy conscious first party data derived from more than 500 nonprofit organizations. Through this collaboration, campaigns can build voter audiences based on shared values rather than relying solely on traditional political datasets, which advertisers increasingly view as less predictive of voter behavior.
“As voter traits outside of traditional Republican vs. Democrat become increasingly unpredictable, values-based signals will drive political advertising success. Givsly’s data gives campaigns a unique ability to activate voter values, not just voter files,” said Chad Hickey, Founder and CEO at Givsly. “Together with OpenX’s curated CTV access, we’re helping campaigns deliver messages in the areas where they’ll matter most.”
OpenX said the solution addresses several challenges facing political advertisers, including rising competition for inventory, fluctuating CPMs, and limited access to premium connected television supply during election periods. The platform offers curated inventory from publishers such as Newsweek, Plex, Scripps, and Xumo, alongside ZIP code level targeting capabilities that allow campaigns to activate localized messaging across devices.
Election specific advertising packages are designed to integrate directly with demand side platforms including Basis, IQM, and StackAdapt, enabling streamlined execution. Campaigns also gain access to localized measurement tools providing real time reporting on reach and frequency across counties, designated market areas, and ZIP codes, along with automated compliance tools supporting transparency and governance requirements.
Publishers participating in the initiative emphasized the importance of maintaining quality environments during politically sensitive periods. “As a trusted national news brand, Newsweek holds political advertising to the highest standards,” said Danielle Varvaro, Chief Revenue Officer at Newsweek. “Our partnership with OpenX gives us the transparency and controls needed in an election year, ensuring we can support political advertising while upholding the integrity of the Newsweek brand.”
Nicole Malitz, Director of Programmatic Partnerships at Xumo Advertising, added that curated supply helps balance advertiser demand with viewer experience during high stakes events such as elections.
“In political advertising, time and quality are the real constraints. As publishers limit automated political buying, access to premium inventory is finite,” said Amanda Forrester, SVP, Marketing and Communications at OpenX. “OpenX is the only platform offering all-direct publisher supply across all formats, including CTV, combined with a new values-based targeting approach designed to drive results. For campaigns that can’t afford to miss their moment, this is the difference between breaking through and being locked out.”
By combining curated supply access with values based targeting, OpenX positions its offering as a new model for political advertising, reflecting broader industry shifts toward privacy conscious
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