Optimal’s first-party identifiers will be matched to the FreeWheel Identity Network’s industry leading graphs to achieve greater scale and optimal reach.
Optimal’s Political and Public Affairs practice today announced a first of its kind partnership leveraging Beeswax, FreeWheel’s demand-side platform. The arrangement provides Optimal with the ability to unlock capabilities and match voter file data to sophisticated household-level identifiers via the FreeWheel Identity Network, significantly enhancing the accuracy and scale of voter-targeted CTV campaigns.
Optimal is the first political digital advertising company to leverage the FreeWheel Identity Network to further integrate privacy-centric voter file data into CTV campaigns. This will allow for unprecedented accuracy in targeting voter audiences on CTV with unmatched reach, frequency, and scale through Beeswax’s expansive premium inventory.
"Our new partnership with Beeswax represents an enormous leap forward in targeted digital political advertising on CTV,” said Mark Jablonowski, Optimal’s President, Politics & Public Affairs. “By leveraging household-level identifiers from the FreeWheel Identity Network and integrating that with our voter file data and current offerings, we can deliver CTV campaigns with even greater precision. This technology not only enhances our clients’ ability to reach voter audiences, but also ensures brand- and privacy-safe, high-quality ad placements during this critical campaign season."
The FreeWheel Identity Network – an identity solution that creates interoperability between aggregated leading identity solutions and client first-party identity data – will provide Optimal with a robust and highly accurate targeting mechanism, significantly improving the scale and effectiveness of CTV campaigns.
"As we near the presidential election, we are excited for Beeswax and Optimal to partner to drive impactful, results-oriented advertising using the FreeWheel Identity Network, which bridges first-party IDs with common identity signals, setting a new standard for accuracy and efficiency in voter audience targeting,” said Mark McKee, General Manager of FreeWheel.
As the 2024 presidential election approaches, political campaigns are increasingly turning to digital platforms to engage with voters and the ability to deliver targeted, relevant messages on the largest and most influential screen in the home is more important than ever. Beeswax’s technology with the FreeWheel Identity Network coupled with Optimal’s voter file data ensures clients will have a distinct advantage in reaching and influencing voters through CTV campaigns.
