Local campaigns will account for 40% of all political ad dollars, but the fractured nature of that spending undercuts its value for digital tech companies. “Historically, very little money has been spent on digital in these types of races,” said Eli Kaplan, co-founder of the liberal digital agency Rising Tide Interactive. Kaplan said this practice is “bizarre,” since the “weirdly drawn” districts and city lines that characterize local races are ideal for digital’s geofencing and targeting capabilities.
Source: After A Long Courtship, DC And Ad Tech Are Getting Serious | AdExchanger