Partners Offer Real-Time Political Campaign Tracking

US companies PharosGraph and AdImpact are teaming up to bring real-time ad tracking with narrative measurement to political advertising, promising users real-time understanding of how campaign messaging is going down with voters. A new intelligence tool called AdScape is the first result.

AdImpact's platform monitors more than one billion daily TV ad occurrences, powering an ad catalog with over 1.8 million unique creatives, tracking advertising activity for more than 90,000 brands across all 210 US markets. Its real-time ad intelligence allows clients to track competitor activity, understand spending patterns, analyze strategies, and improve media and business decisions. Its new partner PharosGraph describes itself as a narrative intelligence platform, helping organizations understand how public narratives are forming, shifting and influencing audiences in real time through a combination of AI, computational linguistics, behavioral science and hyperlocal data intelligence.

AdScape is a new intelligence capability within PharosGraph's platform, which directly integrates AdImpact's political advertising data, including ad creative, spend and location. Users can see where messaging is gaining or losing traction in near real time, understand which communities are driving movement and where risk is emerging, and optimize spend, targeting and creative.

Craig Teich (pictured), co-founder and President of PharosGraph, comments: 'Campaigns have never had a real-time view of whether their advertising is moving voters in the neighborhoods that decide elections. AdScape changes that... campaigns can see, block by block, how messages are landing, where competitors are gaining ground, and where to adjust while there is still time to act.' John Link, SVP of Data at AdImpact, adds: 'This election cycle is already among the most expensive on record. Campaigns and marketers are under increasing pressure to understand not only where advertising is running and at what scale, but whether it is actually resonating with voters. Through this partnership with PharosGraph, we're helping campaigns connect advertising activity to real-time voter perceptions so they can make faster, more informed strategic decisions in-flight.'

The firms say the partnership will in time expand beyond electoral campaigns into public affairs, issue advocacy, and 'broader influence environments.'

Web sites are at www.pharosgraph.com and www.adimpact.com .