New offering lets campaigns and political action committees (PACs) reach voters based on shared values and issue priorities rather than blunt demographic categories.
NEW YORK, Sept. 2, 2026 /PRNewswire-PRWeb/ -- Givsly, a values-based marketing company, today announced that its AI-driven audience discovery solution is now available for political advertising. The expansion applies Givsly's Values-Based Audiences — audience segments built using a vector methodology leveraging values, inferred motivations, and behavioral signals — to campaign planning and activation, allowing political advertisers to identify and reach voter segments that traditional demographic targeting often overlooks.
The Values-Based Audiences are generated at the ZIP code level using AI modeling rather than pulled from individual-level voter files. The platform statistically models communities by what values they appear to prioritize - such as access to healthcare, education policy, public safety, attitudes toward AI, green mandates, energy dominance or civic engagement - and builds representative profiles from those patterns, which can then be layered onto a campaign's own voter data and targeting criteria.
"Campaigns have historically leaned on age, party registration, and past turnout to decide who sees an ad," Chad Hickey, Givsly's founder and CEO, said. "Those categories miss a lot of persuadable voters who don't fit the standard mold. Our audiences let campaigns organize outreach around what people actually care about, at a geographic level, rather than assumptions about who they are."
Political Campaigns can use Values-Based Audiences to:
- Segment by values and issues: Campaigns can build audiences around more than 150 tracked values, issues and cultural signals that relate to a community such as the locations of data centers, and economic concerns such as affordability and access to education - instead of relying solely on party affiliation or age brackets.
- Geographic modeling: Audiences are built down to the ZIP code level across the U.S., helping campaigns understand what different communities prioritize and where persuadable or low-propensity voters may be concentrated.
- Layering with existing data: Campaigns and their media buyers can overlay their own voter files, turnout models, or CRM data on top of the synthetic audience layer to sharpen targeting further.
- Reduced wasted spend: By moving beyond broad demographic buys, campaigns can direct media dollars toward audiences more likely to be receptive to a given message, potentially improving reach and engagement while reducing spend on unlikely or unpersuadable voters.
The announcement comes as campaigns, PACs, and political ad agencies increase investment in AI and data infrastructure ahead of upcoming election cycles. Values and issue alignment are increasingly cited as stronger predictors of voter response than traditional demographic labels, and campaigns are under growing pressure to demonstrate efficient use of media budgets.
Givsly says the political advertising offering will operate under its existing data-handling practices, using aggregated and modeled signals as a source rather than individually identifiable voter data.
The audiences are now available with select partners, OpenX and Index Exchange via Index Marketplaces, ahead of a broader rollout.
"Making Givsly's Values-Based Audiences available on the sell side for the first time opens up new opportunities for how marketers can put this intelligence to work," said Dave Clark, Senior Director of Buyer Development at Index Exchange. "By bringing Givsly into Index's Data Vendor Ecosystem, political marketers can access these differentiated audience signals closer to the supply, with greater flexibility to build programmatic strategies around the values and issues that matter to communities."
"Political advertising is becoming more sophisticated, and Givsly's segments add a signal that can help political advertisers translate issue priorities into more effective programmatic targeting," said Joseph Worswick, SVP Global Partnerships. "By bringing more data and intelligence to the supply side, OpenX can help campaigns move beyond broad demographic assumptions and deepen audience strategy."
Media Contact
Karolina Throssell, Givsly, 44 7855751005, [email protected], Givsly.com
SOURCE Givsly
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