Voters aren't the only ones making tough choices this election season. As last-minute digital advertising revenue surges, publishers and platforms are asking a familiar question: are political ads worth the risk?

With under three weeks until election day, digital ad sellers are both seeing more demand for political advertising–86% reported increased demand to the IAB–and making more inventory—at higher prices—available to candidates.

But even with millions of dollars on the table, some publishers have traditionally been risk averse when it comes to accepting political advertising. Concerns about quality, security, and overall brand suitability have caused platforms and publishers to shy away from last minute political ad revenue.

At Confiant, we work closely with platforms and publishers to make their demand chains safer and more profitable. From our unique vantage point in the AdTech ecosystem, we identified an opportunity for platforms and publishers to safely tap into political ad revenue—with the right detections and controls in place.

That's why we've recently released two products aimed at quelling fears around accepting political ad revenue:

• Political Attack Ad Protection for Publishers (beta), which detects and flags any political video creatives with negative sentiment scores to provide greater insight into and control of political ad content.
• Political Ad Management for Platforms, which helps SSPs and DSPs enforce their policies by providing greater transparency into and control over the content of political ad creatives.

Together, these solutions aim to provide the security and quality controls necessary for publishers and platforms to take advantage of political ad spend without risking their reputation or offending their audiences with off-brand ad messaging.

While these solutions were recently brought to market to address pressing demand chain issues in the lead up to the US Presidential Election, the features have wide application for enhancing transparency and quality on any video ad demand.

Interested in exploring political ad revenue for yourself? Get in touch.