News Summary

• Political campaigns are set to spend more than $11 billion on advertising in the midterms.
• Many campaigns are bringing old broadcast habits along for the transition.
• CTV can give campaigns the edge in those races, but only if they use it as the precision tool it is, not as broadcast by another name, authors say.
• The objective should be to make every impression work more effectively, especially in an election with a fixed deadline and a finite universe of voters who can affect the outcome, they say.