i360 + MiQ | TV+Streaming Data in Action

Introduction

Reaching voters at the right frequency poses a significant challenge and can leave some voters seeing an ad hundreds of times, yet others never exposed to the ad at all. i360’s proprietary, identity-verified consumer database gives customers a rich demographic picture of the 280+ million adults in the US. At the same time, MiQ has aggregated the largest, most diversified TV ACR dataset in the US, measuring over 70M devices and 50M unique households, that are also mapped to a political ads database. Together, the i360 & MiQ teams have figured out a way to derive insights & activations from unique voter audience(s) across Linear TV & Streaming to power impressive digital activations.

Combining Voter Data with Political Ad Exposure Data to make a difference

● i360’s proprietary, identity-verified consumer database provides customers with a rich demographic picture of the 280+ million adults in the US

● MiQ has aggregated the largest, most diversified TV ACR dataset in the US, measuring over 50M unique households that are also mapped to a political ads database (which pipes directly into multiple DSPs for digital activation)

● Together, the i360 & MiQ teams have figured out a way to derive insights & activations by unique voter audience(s) across Linear TV & Streaming to power impressive digital activations

Solving for Three Main Challenges

1. Frequency Imbalances, including underexposed, overexposed, and unexposed Voter audiences
2. Nuanced Voter Consumption behaviors across app & LTV, including cross-platform viewing behaviors
3. Minimizing Voter Reach Overlaps across platforms & apps

Measuring Ad Distribution by Main Voter Audiences

The Montana voter audiences below were segmented out and then matched with political ad viewership data across a three-month period in 2024.

Taking a deeper dive into the MT Swing Audience – we see that over 40% of the audience saw an ad on Linear & CTV less than 20 times over the course of 90 days (which is about 1.5x ads per week or less).

Segmenting out the MT Swing audience allows teams to see the realities of ad distributions even when average frequencies across a buy look good.

Frequency Balancing is a Problem for both Linear & CTV

Looking at Montana Voters by audience – we broke down average frequencies & impression allocation:

Further solve for industry challenges with granular reach and frequency targeting across premium streaming apps without sacrificing delivery or efficiency:

MiQ CTV activations average an audience overlap of just 1.3%, nearly eliminating overlap, leading to an 87.9% lower cost per unique household than the market average.

As the number of addressable programmatic channels grows, i360’s collaboration will empower brands, campaigns, and organizations to harness the full potential of data and programmatic advertising. This partnership will bring deeper audience insights, enhanced targeting capabilities, and measurable results to our clients across the U.S.