NewYork, 10.03.2016

GfK MRI Partners with DMPs to Make Political Ad Targeting More Effective

Launches 23 digital targets that combine voter registration data with attitudinal insights

As part of its growing presence in the digital marketplace, GfK MRI has partnered with key data management platforms (DMPs) to launch 23 online advertising targets that bring new actionable insights to political ad campaigns.

The segments integrate voter registration records with data from GfK MRI’s unparalleled database on consumer attitudes and behaviors, derived from its gold-standard Survey of the American Consumer®.  

Onboarded by Oracle’s Datalogix, the targets can be accessed now via BlueKai, with other DMPs to be added in the near future.

To learn more about leveraging the GfK MRI political targets, contact andrew.arthur(at)

The targets include “super” voters (those most likely to vote), as well as those moderately and slightly likely to vote, based on their voting records. Other targets are:

  • Registered voters -- Democratic, Republican, Independent
  • Swing voters by party, as well as undecideds
  • Voters by ideologies – five gradations, from very liberal to very conservative
  • Engaged voters – active participants in the political process, as well as passive citizens

“We see almost no limit to the ways that our rich, high quality consumer data can be deployed to strengthen and enlighten the digital ad marketplace,” said Florian Kahlert, Managing Director of GfK MRI. “Connecting this data to information commonly used in political campaigns to identify and segment voters is an obvious extension of our capabilities, particularly in light of the increased importance of digital political advertising in this year’s election cycle. We are pleased to be partnering with some of the best in the business to make our insights readily available to brands and media planners.”

The Survey of the American Consumer® generates the country’s largest and most current consumer database. Based on over 25,000 interviews annually, the data includes media use, demographics, lifestyles and attitudes, consumption of over 6,500 products and services in nearly 600 categories, and ratings data for almost all national print campaigns in the United States.

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit or follow GfK on Twitter.

Latest Press Releases

View all Press