Scoop: Democrats select single media buying platform for all state races
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The group responsible for overseeing Democratic Party state efforts is strongly encouraging all its state campaigns to use a single digital ad tech platform from a company called TargetSmart.
Why it matters: The move aims to help Democrats streamline their ad buys and save money, but some critics say the one-vendor mandate is anticompetitive and limits innovation.
- "It's questionable when a party organization endorses a specific media platform without evaluating the leading technology providers in the space," said Grace Briscoe, EVP of client development at Basis, a large ad tech firm that manages campaigns across the political spectrum.
- "In the high-stakes world of government and politics, it's imperative to pressure test the technology. I believe political marketers will continue to conduct their own due diligence to find the best tools for their needs."
Zoom in: After a meeting last week in Little Rock, Arkansas, the Association of State Democratic Committees (ASDC) passed a resolution to allow TargetSmart to become what it says is "the first and only Media Buying Platform built for the Democratic Party," according to a copy of the resolution obtained by Axios.
- TargetSmart has been one of the leading voter data sources for Democratic political parties and progressive organizations since it launched in 2006. The company provides services to the Democratic National Committee to enhance their voter file.
- TargetSmart also operates a demand-side platform (DSP) that allows its to buy and place digital ads on behalf of customers in a programmatic, or automated, fashion. Its ad-buying platform sits on top of its proprietary voter file.
- The firm is still privately owned by its cofounders, Drew Brighton and Jeff Ferguson.
Between the lines: The ASDC argues that campaigns should use TargetSmart's tech for its digital ad buys because it's more transparent and efficient.
- TargetSmart, which it refers to as the "Democratic Party Media Buying Platform," has voter file data that is "sourced by Members of the Association," the resolution reads. It "supports significant data royalty payments to the Voter File Coop and its Members."
- ASDC President Jane Kleeb told Axios that the party "built the 'Democratic Media Buying Platform' from the ground up to put State Parties, candidates, and campaigns in control of how their ad dollars are spent."
- She argues the platform is "the most efficient way for campaigns to spend their hard-earned dollars, using the best data to contact voters and empowering candidates with the tools they need to win."
How it works: The resolution, which was unanimously endorsed by all state parties within the ASDC, encourages member to institute a requirement that all state campaigns use the "'Democratic Party Media Buying Platform' through a digital agency that utilizes the platform."
- It asks that campaigns "limit any and all exports of State Party Voter File data for digital onboarding purposes to only be accessed via secure API connection to the Democratic Party Media Buying Platform."
What they're saying: "For two decades our team has provided Democratic candidates with the right tools to reach the voters they need to win," said Tom Bonier, senior adviser to TargetSmart and formerly its CEO.
- "For that reason, we were excited to have been chosen to build the Democratic Party Media Buying Platform, facilitating targeted communication with the voters Democrats will need to regain majorities and the White House."
The other side: The move is being met with skepticism by some within the party and the ad tech community, who argue selecting one platform weakens the party's ability to stay competitive against the GOP.
- ASDC argues TargetSmart "removes fees and unnecessary barriers while leveraging the most up-to-date voter file data available." But campaign advertising executives Axios spoke with say there are smarter ways to manage expensive vendors, like creating a panel of approved firms that campaigns can choose from.
- "You don't see the Republicans mandating one janky tech for their campaigns — they want to leverage the best of the tech industry," one political ad tech veteran told Axios.
The big picture: The Democrats have a history of selecting one vendor to streamline tech initiatives for down-ballot races — but with an industry as large as advertising, giving one vendor control is notable.
- For years the party has relied nearly exclusively on NGP VAN, a privately-owned campaign software tool, for field and digital organizing.
- Both the Democrats and Republicans rely primarily on a single small-dollar donation platform for the bulk of their elections. Democrats use ActBlue, and Republicans use WinRed.
