ATLANTA—Hoping to tap into growing political ad spending on digital platforms in what promises to be a record breaking election year, Gray Media has launched an new political digital advertising platform powered by Aristotle, a provider of political data and analytics.
The offering integrates Aristotle's political and consumer data into Gray's Political 360 go-to-market strategy that aims to provide candidates, issues, and advocacy organizations ways to reach constituents with greater precision across digital channels.
"We're excited to bring this advanced capability to our stations and to the candidates and media buyers we serve," said Mike Braun, Gray’s chief digital officer. "By combining Gray's local market strength and expertise with Aristotle's trusted, continuously updated voter intelligence, we can help campaigns engage their right voters at the right time with the right message."
The new Political 360 strategy is designed to help advertisers to move beyond broad demographic targeting and activate more precise voter audience segments. The data-driven approach improves campaign efficiency across devices and platforms and reduces wasted impressions, which Gray hopes will set it apart in the competition for what promises to be a record setting political advertising year.
"Successful campaigns depend on reaching the right voters with the right message at the right time," said Aristotle executive vice president of data Andrew Tavani. "By combining Gray's unmatched local market presence with Aristotle's trusted voter and consumer data, Political 360 gives campaigns a smarter, more efficient way to connect with the audiences that matter most."
Through Political 360, Gray leverages Aristotle's large national databases, including:
- The National Voter File, covering more than 235 million registered U.S. voters and sourced from more than 4,000 election jurisdictions.
- The National Consumer File, built from more than 267 million consumer records and enriched with demographic and lifestyle attributes.
These datasets enable Gray to support campaign strategies such as targeting party-specific voters within a district during a primary window. Gray’s Political 360 helps campaigns focus their spend where it matters most, drive frequency, and build awareness and advocacy in the runup to Election Day.
