Observed Signal · Feb 24, 2026 · Product Launch · Source: ExchangeWire · Impact: 3/5 · Sentiment: Positive
OpenX Launches Targeted Ad Solutions for 2026 Midterms
OpenX Technologies unveiled a political-focused offering that provides prioritised access to curated, politically approved inventory across screens — including connected TV (CTV) — aimed at the 2026 US midterm season. The solution promises campaigns live in under 24 hours, ZIP-code-level targeting, localised measurement by county/DMA/ZIP, creative compliance tools, and auction-efficient pricing. OpenX also announced a first‑to‑market partnership with Givsly to integrate privacy‑safe first‑party signals from a database of 500+ non-profits to build values-based voter audiences (e.g., environmental, Hispanic support, women’s empowerment). Curated CTV publishers named include Newsweek, Plex and Xumo, and turnkey political inventory packages will be available to buyers via DSPs such as Basis, IQM and StackAdapt. The combined product aims to stabilise CPMs, improve audience resonance in contested ZIP codes, and expand premium political CTV inventory access.
The launch provides programmatic access to premium, curated CTV inventory and introduces a values-based first-party data partnership for voter targeting ahead of the 2026 midterms—affecting political media planning, targeting precision, CPM stability, and measurement for campaign teams and publishers.
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Key Takeaways & Evidence Grounding
- OpenX Technologies, Inc. unveiled prioritised access to curated, political-approved inventory for the 2026 midterm elections.
- OpenX announced a partnership with Givsly to integrate privacy-safe first-party signals from over 500 non-profits to build values-based voter audiences.
- The offering supports campaigns live in under 24 hours and ZIP-code level targeting across CTV, mobile and web.
- OpenX cited pre-vetted CTV publishers including Newsweek, Plex and Xumo, and will offer turnkey political inventory packages for DSPs including Basis, IQM and StackAdapt.
- Features include localised measurement (county, DMA, ZIP), creative compliance tools, and auction-efficient pricing to stabilise CPMs during election surges.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Target Voters by Values: OpenX Launches New Ad Tool
OpenX launched a sell‑side curation and targeting solution for political advertisers in partnership with data provider Givsly. The tool lets campaigns target voters by shared values (not party affiliation) across premium CTV and digital publisher inventory; launch partners include Newsweek, Plex, Xumo and Scripps. Givsly derives signals from over 500 nonprofits to build values-based audiences, which OpenX matches to its identity graph and packages into deal IDs for direct or programmatic activation. The product includes publisher controls (advertiser approval lists, creative review, allow lists) via the OpenXSelect curation platform. AdImpact projects roughly $10.8B in political ad spend this year, underscoring demand for curated, brand-safe supply.
Comscore and Yahoo DSP Revolutionize CTV Political Advertising
Comscore and Yahoo DSP announced a partnership to bring Proximic Political Audiences to Connected TV (CTV), aiming to unify linear and streaming campaign strategies for political advertisers ahead of the 2026 U.S. election cycle. The solution lets agencies and activation partners, including MiQ’s political division, operationalize Proximic Political Audiences at scale across premium CTV inventory. The offering aligns CTV targeting with verified linear TV exposure and leverages Comscore’s local market measurement alongside Yahoo ConnectID to improve incremental reach and cross-screen coordination. Proximic Political Audiences are available for both PAC and candidate campaigns and can be measured at the local market level to enable targeted spend and accountability. The collaboration is positioned to help political advertisers coordinate messaging across linear and streaming environments for more efficient voter engagement.
Givsly Extends AI Values-Based Audiences to Political Advertising
Givsly, a values-based marketing company, announced its AI-driven audience discovery solution is now available for political advertising. The offering uses Values-Based Audiences, built with a vector methodology that combines values, inferred motivations, and behavioral signals at ZIP code level, rather than individual-level voter files. Political campaigns and PACs can segment communities based on more than 150 tracked values and issues, overlay their own voter files, turnout models, or CRM data, and aim to reduce wasted media spend. The audiences will initially be available through OpenX and Index Exchange via Index Marketplaces, with a broader rollout planned. Givsly says the solution uses aggregated, modeled signals rather than individually identifiable voter data.
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