IQM and L2 Data announced a new offering that enables advertisers to go beyond standard Voter ID targeting by providing insights mid- and post-campaign as to specifically which voters were reached and how they engaged with an advertiser’s messaging.

For the first time, this offering will provide a deeper look into the impact of Voter Level Data on digital advertising, so that advertisers can learn not only who their campaigns reached, by name, but also who engaged with the ad. Publicly available information associated with Voter IDs, such as voting history, party affiliation, and political donations and demographic information will be provided to make smarter buying decisions.

With the current political media buying ecosystem, it’s critical that political agencies representing candidates, issues and advocacy campaigns reach the very niche audiences that they are targeting so that media dollars are being spent most effectively. There is an unprecedented demand to understand and reach voters in a better-tailored way to get their attention on a particular candidate or issue, and that’s what this new solution achieves.

❝ With our Voter Level Data offering, we are now able to provide by name the actual voters your campaign reached – an invaluable capability. ❞

– Matthew Dybwad, SVP Head of Political at IQM

“L2’s data file is the most comprehensive and up-to-date bipartisan data set in the industry. With the increasingly complicated buying landscape and political state we are in, we have been searching for a solution that provides our partners with a newly adapted offering,” said Matthew Dybwad, SVP Head of Political at IQM. “With our Voter Level Data offering, we are now able to provide by name the actual voters your campaign reached – an invaluable capability.”

IQM has successfully built the in-platform capability that matches advertiser data to voter IDs so that political advertisers can quickly and easily upload a list of voters that they want to target. With a match rate of more than 80%, IQM matches information to specific Voter IDs needed for targeting. With partnerships like L2, IQM is able to maintain an up-to-date taxonomy of Voter file data, making segment building based on voter ID more efficient at a lower cost than the alternative of using data onboarding partners.