DSPolitical and FreeWheel Unlock Scalable, High-Performance CTV Ahead of 2026 Midterm Elections

Key Terms

connected tv (ctv) technical

Connected TV (CTV) is a television set that uses an internet connection to stream video apps and services instead of or alongside traditional broadcast or cable signals. For investors it matters because CTV shifts where viewers spend time and how ads are bought and measured, creating new revenue opportunities and competitive pressures for media companies much like a smartphone changed where people spend their attention and advertisers place their money.

first-party voter data technical

First-party voter data is information a campaign, organization, or platform collects directly from people who interact with it—such as names, contact details, voting history, and stated political preferences—rather than buying it from outside vendors. For investors, it matters because this firsthand list is often more accurate and actionable for targeting and turnout efforts, can be a valuable asset or service, and also carries privacy and regulatory risks that can affect reputation, revenue and legal exposure.

probabilistic technical

Probabilistic describes methods, models, or statements that express outcomes as likelihoods rather than certainties—essentially saying how likely something is to happen instead of declaring it will or won’t. For investors this matters because probabilistic analysis shows ranges of possible results and associated odds, helping weigh risks and make decisions the way weather probabilities guide whether to carry an umbrella.

cross-device identity framework technical

A cross-device identity framework is a system that links a single person’s activity across multiple gadgets—phones, tablets, laptops—so businesses can recognize the same user in different places. Think of it like a consistent name tag that lets a store know it’s the same shopper whether they enter through different doors; for investors, it matters because it affects how well companies can target ads, measure audience size, attribute sales, and comply with privacy rules, all of which influence digital revenue and regulatory risk.

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

NEW YORK--(BUSINESS WIRE)-- 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.

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

View source version on businesswire.com: https://www.businesswire.com/news/home/20260519970067/en/

Media Contacts:
Emily Miller
Emily_Miller@comcast.com

Source: FreeWheel