Council Post: ​The New Battleground: Connected TV And The Future Of Campaign Advertising

A column by Kris Qiu, cofounder and CEO of IQM, argues that connected TV (CTV) is becoming the new battleground for political campaign advertising as audiences fragment and households cut the cord. The piece contrasts the older strategy of relying on linear television repetition to build name recognition, saying that broad buys increasingly fail to reach the viewers campaigns need. It says CTV’s digital infrastructure enables household-level targeting using geographic, demographic, and behavioral data, helping campaigns focus on persuadable or infrequent voters while reducing wasted impressions. It also frames CTV as part of a wider shift affecting advertising beyond elections.