How Fyllo Transforms Political Advertising

1. Political advertising has changed in the past few election cycles. From Fyllo’s perspective, how has digital media shifted the way campaigns allocate budgets and prioritize voter outreach?

Campaigns are shifting significant budget away from linear TV, especially at the local level where targeting has become more limited. Connected TV (CTV) has become a preferred alternative, offering stronger performance and more measurable results. In the last election cycle, we saw CTV drive the most success across our political campaigns, and we expect it to take the largest share of spend by percentage in 2026.

This shift has made digital media the foundation of voter outreach, not just a channel for added reach, but the primary way campaigns build precision and scale in a compliant way.

2. Can you explain how contextual targeting and real-time audience modeling are helping campaigns identify “movable voters”?

Movable voters are no longer best reached through static voter files or third-party lists. They’re engaging with issues in real time, and our platform is designed to capture that behavior as it happens. With advanced contextual targeting and real-time audience modeling, campaigns can reach voters who are actively reading, watching, or interacting with content tied to specific policies, platforms, or causes.

This approach enables campaigns to meet voters in the moment—when they’re thinking about the issues—and influence decisions without relying on restricted or outdated data tactics.

3. Many campaigns struggle to connect with niche constituencies. How does Fyllo’s technology help campaigns reach these audiences without wasting impressions?

In many local and state-level races, audience targeting is constrained by regulations that prohibit micro-targeting below certain thresholds. That makes reaching niche or geographically limited voters difficult with standard tools. Fyllo solves for this by combining contextual and audience-based targeting to create a holistic strategy that’s both precise and compliant.

Our platform helps campaigns zero in on the voters that matter without over-targeting or wasted impressions, ensuring every dollar goes toward measurable, regulation-safe results.

4. Political campaigns often face scrutiny around data use and ad targeting. How does Fyllo balance innovation with compliance and ethical considerations?

Political advertising comes with strict legal and ethical guidelines, especially around data usage and audience size. We’ve built Fyllo specifically to operate within those boundaries. Our targeting approach never relies on sub-threshold audience sizes or sensitive voter file data. Instead, we use a privacy-first strategy that blends contextual signals, behavioral modeling, and compliant execution.

We don’t compromise between innovation and compliance, we build for both from the start, giving campaigns confidence that their media is working and within bounds.

5. How do you address concerns about voter manipulation versus voter empowerment in an era of precision targeting?

Fyllo operates with strict compliance guidelines that shape every campaign we run. We don’t use invasive data or audience sizes that could risk identifying individuals. In fact, many political campaigns can’t even use traditional audience targeting in smaller races because of regulatory limits—so we rely on contextual and behavioral signals that respect user privacy.

When campaigns use compliant targeting to deliver messages connected to the issues voters are already exploring, it creates more relevant, timely communication. Our role is to help campaigns engage thoughtfully—using signals that reflect what voters are actually interested in, without overstepping privacy boundaries.

6. What new technologies or strategies do you see redefining political advertising?

The most important shift is the move toward contextual and advanced contextual targeting. As regulations continue to limit micro-targeting, campaigns need new ways to reach high-value voters compliantly. Fyllo’s Proteus platform makes that possible, combining semantic analysis, behavioral insights, and predictive modeling to build high-performing segments from as few as 300 records.

For political advertisers, this means being able to scale precision messaging without crossing regulatory lines—driving impact where other platforms fall short.