[November Edition] What We’re Reading: 2024 Campaign Trends

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This month, our team is diving into cookie-less targeting challenges and opportunities, shifting ad platform dynamics, and the impact of the Democrat’s focus on sustainable and actionable data sharing in shaping next year.

Disney Expects to Pay Comcast at Least $8.6 Billion to Buy Out Hulu Stake, Final Price Tag Could Be Higher. Disney has announced their intent to acquire Comcast’s 33% stake in Hulu, which would give Disney full control over the popular streaming service. This potential acquisition marks a strategic move for Disney in its ongoing efforts to expand its streaming portfolio and compete in the increasingly competitive streaming TV market. The two companies are continuing to negotiate on the market value of the deal — but this is something we’ll be watching closely going into next year for its potential impact on Hulu’s owned and operated content and ad-supported viewership.

‘Liquid Gold’: How the Group Behind Democratized Data Could Help All Democrats in 2024. For those looking to further understand the history and opportunities of the Democratic Data Exchange (DDx), this great article breaks it down for you! It highlights the extensive efforts to collect and analyze voter data, ultimately harnessing technology to improve voter contact programs and win campaigns. 

HP Taps UID2 For Better CTV Targeting. HP (Hewlett-Packard, the software and device manufacturer) is turning to UID2, a privacy-focused identifier solution, to enhance its Connected TV advertising targeting capabilities and avoid wasted ad spend. HP is adopting UID2 to improve its CTV campaigns without the use of cookies, allowing for both more effective and privacy-compliant audience targeting. 

Local ad spending will hit $175.6 billion in 2024 thanks to a political boost. Going into a Presidential election, the conversation around political ad spend often centers at the Federal level. However, according to a recent report — local ad spending is projected to reach $175.6 billion by 2024, largely attributed to a significant boost from local political advertising. The report indicates that political campaigns are increasingly allocating their budgets to local advertising, aiming to connect with voters on an increasingly personalized level. This is something we’re paying close attention to — especially in terms of how increased demand will impact pricing and availability across local media markets.

Did you find a great article, podcast or book this month? Drop us a comment below and let us know what you’re reading!

Our team is standing by to support the candidates and campaign teams who are stepping up to run. Should you have any questions — or if there is anything our team can do to support your media planning — we’ve included the option to book a time to chat here:

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