Time Inc. Launches Voter Ad Targeting Tool

Media giant Time Inc. has partnered with ad tech firm Audience Partners to launch a voter-targeted publisher platform called CampaignFocus, which provides an ad targeting tool for political and advocacy campaigns.

The deal combines Time Inc.'s data on 160 million consumers with Audience Partners' National Online Voter File database. Audiences available through CampaignFocus will include likely voters, donors and activists who consume content and specific brands.

Time Inc. defines segments using interests, issues and passions and already offers segments such as new moms, sports enthusiasts, millennials, affluent families and African American entrepreneurs. Combined with Audience Partners' voter file, the firms say this will provide political and public affairs campaigns with 'an unmatched solution' for reaching voters, donors and constituents.

Time Inc. Chief Data Officer JT Kostman (pictured) comments: 'At the end of the day, politics is a product, and the key to messaging any product is getting the right content to the right person in the right context at the right time. Our partnership with Audience Partners allows us to do just that by tying political messaging to compelling content in a way that ensures its resonance with donors and voters'.

Web sites: www.timeinc.com and www.audiencepartners.com .