March 21, 2012: Katz 360 signs a strategic agreement with online ad platform company Audience Partners and its subsidiary CampaignGrid to deliver what Katz 360 called "the most advanced micro-targeting abilities available to reach registered voters online."
Audience Partners' platform lets political campaigns and advocacy groups reach their targets by way of its National Online Voter File of more than 187 million registered voters, along with other data sets; with the deal, Katz will be able to offer "micro-targeted" online audiences that can be segmented by such specifics as party affiliation, voting history, and congressional district.
"In this political cycle, advertisers and candidates are starting to appreciate the enormous value of targeting audiences online, which can capture incredibly effective results and near real-time, responsive flexibility," Katz 360 President Brian Benedik said. "Through our new agreement with Audience Partners, we have added a powerful platform to drive revenue and deliver valuable voters. We can offer a completely data-driven campaign, which is the most efficient use of advertising dollars to reach the exact segmented audience an advertiser or candidate wants."
Katz Radio Group VP/Political Sales & Strategy Pat McGee called the new capabilities "a powerful complement to our Katz offline TV and radio sales efforts within the political ad community."
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