Magnite Inc. Enhances Political Advertising with ClearLine Partnership

The partnership has emerged following a successful run during the 2024 election cycle, where ClearLine was instrumental in enhancing the effectiveness of political advertising efforts. By allowing Cross Screen Media to bypass intermediaries, ClearLine has facilitated a more direct allocation of campaign resources toward effective media spends.

In a notable case study from a 2024 statewide race, Cross Screen Media employed ClearLine alongside two demand-side platforms (DSPs) and a linear television schedule. During a two-week measurement period in October, results showed that ClearLine provided 4% incremental reach beyond the combined digital and television components and an impressive 8% incremental reach over the DSPs alone. This data underscores ClearLine's effectiveness in connecting campaigns with potential voters in a hyper-competitive political landscape.

Chauncey Southworth, CEO of Cross Screen Media, emphasized the critical role of identifying and reaching swing voters in elections. "Adding ClearLine removes intermediaries, creates a more direct line between campaign ad dollars and voters, and in combination with our cross-screen measurement solution, drives incremental reach that can be the difference in an election," he stated.

With a staggering 40% of swing voters unreachable via traditional linear television, the necessity for direct access to connected TV (CTV) inventory becomes paramount. Magnite’s ClearLine provides political advertisers with the tools they need to maximize their reach among likely voters, particularly when elections are often decided by minimal margins.

The dynamic nature of political campaigns demands agility in media buying. Magnite’s ClearLine meets this need by streamlining the buying process, thus enabling quicker adjustments to budgets, creatives, and targeting strategies. This efficiency is crucial for political advertisers aiming to respond to rapidly evolving campaign dynamics.

Erik Brydges, Head of Political Demand at Magnite, remarked, "The savviest political advertisers are always seeking innovative, highly efficient, and measurable ways to connect with voters. ClearLine helps Cross Screen Media and their agency customers accomplish this goal and represents the future of how we believe CTV will be transacted.”

As the share of advertising spend allocated to connected TV grows, the integration of platforms like ClearLine into the supply-side technology ecosystem presents immediate advantages for political campaigns. The efficacy of CTV in reaching target demographics is increasingly recognized, and Magnite positions itself at the forefront of this transformation.

Magnite is recognized as the world's largest independent sell-side advertising company. Its technology empowers publishers to monetize content across various screens and formats, including connected TV, online video, display, and audio. Trusted by leading agencies and brands, Magnite facilitates billions of advertising transactions each month.

Founded in 2017, Cross Screen Media specializes in advertising technology tailored for political campaigns. Its proprietary platform enables agencies to plan, activate, and measure local advertising across connected TV and audience-driven linear television, enhancing campaign efficacy and impact.

As political advertising continues to evolve in complexity and necessity, partnerships like that of Magnite and Cross Screen Media pave the way for more effective voter engagement strategies, ensuring that every campaign dollar is maximized in its quest for electoral success.