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The nightmare scenario in politics is that you lose a close election by a very small number of votes, and have to go back to the client and say, вЂњWe have all this money that we actually werenвЂ™t able to spend, and if we did, maybe you would have won.вЂќД«L: To that end, what are some of the other major challenges you face-especially challenges brands might not face in programmatic?Д®K: The ability to have performance metrics that are meaningful in real time in a persuasion campaign is very difficult, compared to what youвЂ™re able to do with a constant feedback loop of conversion data.

#RISING TIDE INTERACTIVE TWITTER FULL#

IвЂ™d prefer to deliver in full than to leave a little extra money on the table.

We work on enough DSPs to have the ability to turn levers and get additional scale when we need. But as you noted, the flip side of that is it can be difficult to estimate the number of impressions youвЂ™re going to be able to serve in a specific geography and timeframe. The programmatic space was designed to fix that problem. At OPS on June 7 in New York City, Kaplan will be talking about ad techвЂ™s very compelling role in the 2016 election, but in the interim, AdMonsters wanted to take a minute to ask what Rising Tide and other political programmatic players have been working on and why it matters.Д«RIAN LaRUE: How much of a challenge it is target and schedule political programmatic buys in certain geographical areas, when demand can change so quickly?Д®LI KAPLAN: If youвЂ™re trying to do a direct buy in a relatively small geographical area-an inefficient media market, a state House race, or something like that-an individual publisher isnвЂ™t going to have enough scale for a direct buy to even be worth the time. HeвЂ™s also the Chief Strategist for programmatic buying shop DSPolitical, which he described as a вЂњsister companyвЂќ to Rising Tide and a вЂњjoint ventureвЂќ with data firm Catalyst. As a Founding Partner of digital ad agency Rising Tide Interactive, Kaplan works closely with political campaigns, nonprofits and advocacy groups. To get a fuller sense of the nuances of political programmatic, and both the complexities and the benefits of playing in that space, I reached out to Eli Kaplan. But just so you know, political advertising is going to get even crazier very soon, as heated campaigns on the state and local level jump into the fray.ДЄll of this media attention, and the volume of campaign messaging coming through ad channels, makes the political programmatic advertising space a really interesting one to watch right now. With the presidential primaries popping off all around us, you donвЂ™t need to be reminded of the sheer urgency with which campaigns have been pushing out their messages. brings with it a volcanic eruption of media.

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