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Understanding the Context of Local Advertising’s Supply and Demand February 2, 2016 by Andrea Duggan Leave a Comment Filed Under: Commentary Political campaigns may, in essence, hold the same fundamental objective as consumer brands — to get in front of a particular audience and persuade them to behave in a certain way — but the methods of achieving that objective are distinctly different.
Local media has regularly played an important role in the political campaign process. But its favorability has oscillated in recent years, mainly due to the rise of programmatic technology. In election cycles of years’ past, local media and programmatic technology functioned in two separate silos.