Observed Signal · Feb 23, 2026 · Product Launch · Source: AdExchanger · Impact: 3/5 · Sentiment: Positive
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.
Introduces sell-side curation and values-based targeting that gives publishers greater control over political inventory during a high-spend election cycle (~$10.8B), potentially shifting programmatic political ad flows and brand-safety practices.
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Key Takeaways & Evidence Grounding
- OpenX launched a sell-side curation and targeting solution for political campaigns in partnership with data provider Givsly.
- Launch partners named: Newsweek, Plex, Xumo and Scripps.
- Givsly uses data signals from more than 500 nonprofits to create values-based audience segments.
- OpenX matches Givsly’s audiences to its identity graph and packages segments into deal IDs for direct or programmatic activation via OpenXSelect.
- AdImpact projects $10.8 billion in political ad spend this year, a 20% increase from the 2022 midterms.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
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.
Former Utiq and Xandr/Microsoft Leader Joins illuma for AI Scaling
illuma, a London-based AI company specializing in contextual decision intelligence, has appointed Michel Guillon as head of solutions architecture. Guillon brings two decades of adtech leadership experience from Utiq and AppNexus/Xandr/Microsoft, where he worked closely with illuma's integrations. His role will help partners integrate illuma's contextual intelligence into their systems at enterprise scale, leveraging his deep knowledge of DSP and SSP architecture and data interoperability. illuma's AI technology is used by brands, agencies, publishers, and platforms to optimize advertising decisions in real time, and is available through major platforms including The Trade Desk, Equativ, Index Exchange, Amazon, DV360, Yahoo, OpenX, PubMatic, and Magnite. The appointment underscores illuma's expansion across leading advertising platforms.
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