SAN FRANCISCO, CA — Political campaigns have long been amongst the keenest to use digital marketing tactics to reach voters.

At the 2020 US presidential election, that is set to go in to overdrive.

And it’s not just web, app and online video publishers who are set to benefit.

In this video interview with Beet.TV, LiveRamp’s chief evangelist for advanced TV Gayatri Bhalla explains how candidates are already gearing up to use advanced TV targeting techniques.

“Advocacy groups and political campaigns are permitted use cases for the voter file,” she says. “So they get every person in the United States over the age of 18, with the permission to be able to use that data.”

Bhalla says that different candidates will end up running very different campaigns because different congressional districts supply different volumes of data.

She says that means the expertise of media buyers has never been more necessary.

And changes in the digital video space are driving further interest in TV targeting.

“The loss of YouTube for targeted inventory has driven a lot of the change in the market this cycle, because … it’s very easy on Google to be able to send in a custom audience and deploy a digital video campaign on YouTube,” Bhalla says.

“When that policy changed, it was announced in November – it took effect in January, on January 7th – it took away a lot of the targeted inventory for video for campaigns. That has increased the adoption we’re seeing for these other more sophisticated platforms for video.”

The interview was carried out by Beet.TV editorial and strategy director Jon Watts.

This video is part of Beet.TV’s coverage of  RampUp, LiveRamp’s summit for marketing technology in San Francisco. This series is co-sponsored by LiveRamp and ZEFR.