Built for the Moment: Political Advertising that Reaches Voters When it Matters Most

The 2026 midterms are on pace to set a political advertising spending record. Political advertising is paid communication that promotes candidates, ballot measures, or policy positions. AdImpact’s projection estimates spending could reach $11.6 billion, more than the previous midterm record set in the 2022 and 2024 cycles. 

As the general election approaches, political advertisers are shifting their focus from overall ad spend to the moments that could shape the outcome: a strong debate performance, an early voting deadline, breaking news, or a new poll. However, reaching voters at high-impact moments requires clear audience insights. These insights become possible with access to accurate third-party data. How fast you can enrich voter insights and activate new audiences is your greatest competitive advantage, helping your campaigns reach voters before they cast their ballot. 

Key takeaways

• Political advertising spending is projected to reach a record $11.6 billion. The compressed timeline between now and November creates higher risk for campaigns that are slow to activate and optimize audiences.
• Connected data and fast activation help campaigns respond to key political moments. An audience segment delivered too late misses voters when you need to reach them most.
• A marketplace helps advertisers access multiple political data partners. LiveRamp connects buyers with sellers responding to this election cycle’s growing demand.
• Activating audiences across channels turns data into reach and connects your ads with voters where they spend time during the election’s biggest moments. 

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The stakes have never been higher

Every cycle brings its own urgency. In 2026, projected record spending is adding pressure to an already compressed campaign calendar.

That intensity is clear: political data usage through the LiveRamp Data Marketplace is up 270% year-to-date over the same period in the 2022 midterms, and 70% above the last general election. What’s coming in November is shaping up to be larger still.

As November approaches, organizations that treat data quality and activation speed as separate needs risk missing the year’s biggest opportunities to reach voters. The LiveRamp Data Marketplace brings those needs together, helping advertisers responsibly access accurate third-party data from political partners and activate audiences when it matters most.

Built for faster data partnerships

LiveRamp makes political data sellers accessible to advertisers who need them, connecting data buyers with more than 200 data sellers, including political organizations. At the same time, data sellers can reach voters wherever they’re reading the news, streaming shows, or searching candidates through access to over 600 activation platforms. 

LiveRamp’s Data Marketplace helps advertisers:

• Accelerate data partnerships. Instead of a separate vetting process for every new relationship, advertisers can evaluate data sellers in one place, speeding up data-driven insights and audience activation. 
• Access support that delivers answers in hours – not weeks. When a campaign needs a segment recommendation or a custom audience built fast, accurate guidance matters more than a single data point.
• Discover recommendations based on audience goals. Find sellers who best meet your audience and campaign needs.
• Reach voters everywhere they spend time. An audience segment is only as valuable as its reach. LiveRamp enables advertisers to activate campaigns across channels and agents, from a voter’s favorite news apps and streaming services to last-minute search engine research before heading to the polls.

What sets the LiveRamp Data Marketplace apart from a single data seller relationship is the buyer’s access to quality data from across the vast political landscape. 

Data sellers feel the election urgency

Data buyers are moving faster and demanding more this cycle, and data sellers are trying to keep up. A few political data sellers in LiveRamp’s Data Marketplace told our team how they’re managing more data partnerships than ever before this election season.

“With trust in institutions continuing to erode, we’re seeing that skepticism extend to candidates asking for voter support. More agencies and advocacy groups than ever are looking for audiences that help them respond as voter priorities shift. That’s why Tunnl built an audience catalog grounded in current, research-backed insights into how voters think about parties, candidates, and the issues of the day. LiveRamp helps us put those audiences into agency hands so they don't have to wait. Reaching voters on the specific issues that matter to them, beyond ideology alone, is more important than ever.” – Sara Fagen, CEO and Co-Founder of Tunnl‍

“We’ve seen more custom and data-driven digital segment requests than ever before as we head into the final stretch of this election cycle, proving that targeting the right voters with the right message will drive turnout of more than just the base electorate. Campaigns are growing their audience and with it their expected vote share.” – Liz Walters, CEO, TargetSmart

Make every remaining week count with LiveRamp

The moments that influence voters won’t wait for ad campaigns to catch up. As the calendar nears Election Day, the organizations that prioritize accessible, high-quality data, and fast activation will be best positioned to make every remaining week of this election cycle count.

For advertisers finalizing their political ad strategies and data sellers working to meet demand, the LiveRamp Data Marketplace offers the environment for fast activation and clear voter insights everywhere it matters.

Ready to move at the speed election season demands? Contact a LiveRamp expert to see how LiveRamp’s Data Marketplace can connect you to the right audiences and sellers before voters cast their final ballot.

Political advertising FAQs

What is the LiveRamp Data Marketplace?

LiveRamp’s Data Marketplace is a centralized, neutral marketplace that connects data buyers with trusted third-party data from 200+ data sellers and 650+ partners, including political organizations.

Does LiveRamp sell its own political data?

No. LiveRamp is a neutral marketplace providing third-party political data sellers access to over 600 activation destinations. 

Why does speed matter more for political data than other categories?

Political campaigns work toward a fixed election deadline. A delay can mean an audience segment misses a key campaign moment or arrives after voters have cast their ballots.

Does LiveRamp favor any political data seller or perspective?

No. Every data seller in LiveRamp’s Data Marketplace has the same access to buyers and the same activation tools, regardless of the audiences or causes they serve.