A staggering $10 billion will pour into the political advertising arena with the goal of swaying American voters during the 2024 Election cycle. While $10 billion is a boon for digital media stakeholders, that money comes with severe risks.
Navigating misinformation and disinformation will be a key challenge this election cycle, driven by widespread availability of sophisticated AI tools. Digital publishers and CTV stakeholders face direct and negative effects on their business, from drops in user engagement to broader societal mistrust.
Ultimately it falls to publishers to serve as the final bastion of defense for their audiences. Publishers must undertake the critical task of determining whether specific advertisers and promoters of sensitive, hot-button issues can be permitted to run ads on their sites and under which conditions, while simultaneously ensuring malicious actors are kept at bay.
This Playbook, created in partnership with GeoEdge, provides a robust framework for an ad quality strategy, essential for setting up robust election advertising guidelines. It delves into the tools available to publishers for increased visibility and control, shedding light on challenges in the upcoming election cycle.
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