First-Party Voter Data Activation Across Premium CTV Unlocks Higher Match Rates and Faster Campaign Execution

Today, DSPolitical, America’s leading voter-targeted digital advertising company for Democrats, and FreeWheel, a global technology platform for the television advertising industry, announced an extension of their partnership to support political campaigns nationwide. Together, they give campaigns the ability to activate first-party voter data through FreeWheel Buyer Cloud and Identity Network to reach validated voters more precisely and at scale across connected TV (CTV) ahead of the 2026 midterm elections.

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Streaming platforms have rapidly become a central channel category required for reaching voters at scale. Campaigns are increasingly prioritizing CTV for its ability to combine the impact of television with the precision of digital targeting — a trend expected to accelerate and play a defining role in how voters are reached this fall.

During the 2024 cycle, as campaigns faced tighter timelines, shifting priorities, and unprecedented competition for voter attention, DSPolitical leveraged this approach to deliver measurable results across premium CTV environments. As the first political firm to onboard its voter data through the FreeWheel Identity Network, DSPolitical enabled campaigns to activate deterministic, first-party audiences seamlessly across planning, activation and measurement which led to meaningful impact:

• 18x higher match performance on incoming premium CTV bid requests, compared with other leading identity providers
• Over 30% faster audience onboarding through Buyer Cloud, compared with other leading platforms¹

These gains demonstrate not only incremental improvement, but DSPolitical’s ability to eliminate common sources of delay and data degradation as its clients prepare for midterms, where speed, accuracy, and adaptability could help decide who wins and who loses.

“The difference between winning and losing in 2026 could come down to a handful of persuadable voters in a few key districts,” said Mark Jablonowski, CEO of DSPolitical. “When the stakes are this high, Democrats can’t risk close calls. Campaigns need every possible advantage, and that means being able to activate high-quality voter data quickly and at scale across CTV to reach and persuade the exact right voters. That is exactly what our first-of-its-kind partnership with FreeWheel enables.”

DSPolitical’s best-in-class data, speed, and precision are backed by the deterministic identity foundation of the FreeWheel Identity Network and Comcast’s national footprint. By anchoring identity at the household level—even as signals change—DSPolitical can maintain accuracy, manage frequency, and avoid wasted impressions across premium CTV.

“DSPolitical’s success demonstrates what’s possible when political advertisers can activate first-party voter data through a cross-device identity framework built specifically for television,” said Eric Davis, Head of Independent and Political, Programmatic Demand, FreeWheel. “Unlike probabilistic only approaches, FreeWheel’s identity framework enables higher-fidelity audience matching, consistent reach across streaming environments, and the confidence to activate voter data reliably at scale. Now, political buyers have the performance and control they need as we look ahead to future election cycles.”

As political advertisers prepare for the 2026 midterms, DSPolitical and FreeWheel continue to demonstrate how deterministic identity, access to premium inventory, and streamlined activation can help campaigns move faster, waste less, and reach voters with confidence when it matters most.

About DSPolitical
DSPolitical is the leading programmatic advertising firm dedicated to Democratic and progressive causes. Through innovation and expertise, DSPolitical connects campaigns with voters wherever they are online, driving success at every level of the ballot.

About FreeWheel
FreeWheel empowers all segments of streaming advertising ecosystem. We are structured to provide the full breadth of solutions the advertising industry needs to achieve their goals. We provide the technology, data enablement and convergent marketplaces required to ensure buyers and sellers can transact across all screens, across all data types, and all sales channels, in order to ensure the ultimate goal – results for marketers. With offices in New York, Chicago, London, Paris, and across the globe, FreeWheel, A Comcast Company, stands to advocate for the entire industry through the FreeWheel Council for Premium Video. For more information, please visit freewheel.com, and follow us on X and LinkedIn.

¹ FreeWheel Proprietary Data, 2024

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