Drako Media uses Roqad’s identity infrastructure to reach verified voters across devices while maintaining privacy-safe targeting for a 2024 congressional campaign

Digital political campaigns increasingly rely on cross-channel advertising strategies to engage voters across connected TV (CTV), mobile and audio platforms. However, as third-party cookies are deprecated and privacy regulations continue to evolve, campaigns must find new ways to deliver precise targeting while maintaining compliance with modern data protection standards.

For the 2024 congressional election cycle, Drako Media partnered with Roqad to leverage its privacy-first identity infrastructure in order to reach voters within specific districts across multiple digital environments. By utilising Roqad’s cross-device identity graph, the campaign was able to deliver highly targeted messaging while maintaining strict privacy safeguards and avoiding reliance on third-party cookies or personal data.

Political campaigns require accurate audience targeting to ensure messaging reaches voters in key districts while maintaining strong engagement metrics. Drako Media needed a solution that could identify and reach verified voters across multiple platforms while ensuring high ad completion rates across CTV and audio channels.

Roqad’s identity graph connects fragmented device identifiers across the digital ecosystem, including cookies, mobile advertising identifiers (MAIDs), connected TV identifiers and extended identity solutions. By linking these identifiers together, Roqad enables advertisers to recognise audiences across devices and environments while maintaining a privacy-first approach.

Using this infrastructure, Drako Media was able to connect signals across devices and deliver coordinated campaign messaging across CTV, audio and mobile platforms. Roqad’s identity resolution technology enabled consistent audience targeting across these channels, helping ensure that voters received campaign messaging regardless of the device they were using.

To refine the campaign’s targeting strategy further, Roqad integrated additional signals including geolocation, residency and behavioural indicators. These signals allowed Drako Media to focus messaging on verified voters within specific congressional districts without relying on personally identifiable information.

Roqad also enabled seamless integration with Drako Media’s demand-side platform and media activation stack, allowing custom audiences to be synchronised directly into campaign activation environments. This enabled coordinated delivery of campaign messaging across multiple digital channels while maintaining strong match rates across platforms.

Throughout the campaign, Roqad provided identity resolution diagnostics and audience health monitoring, helping optimise targeting accuracy and maintain strong campaign performance.
The campaign delivered strong engagement metrics across channels, achieving a 95% audio ad completion rate and a 99% CTV ad completion rate, exceeding performance expectations while demonstrating the effectiveness of privacy-first targeting strategies for political campaigns.

As the digital advertising ecosystem continues to evolve, campaigns are increasingly adopting identity-based solutions to maintain targeting accuracy and campaign performance without relying on legacy identifiers. Roqad’s identity infrastructure enables advertisers to connect signals across devices, activate audiences across multiple channels and deliver measurable results while maintaining compliance with global privacy standards.