CASE STUDY
How Drako Used ROQAD to Deliver Privacy-Safe Political Advertising Across Devices
The Challenge
Digital political campaigns increasingly rely on cross-channel advertising strategies to engage voters across connected TV, mobile and audio platforms. 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.
The Approach
For the 2024 congressional election cycle, Drako Media partnered with ROQAD to leverage its privacy-first identity infrastructure to reach voters within specific congressional districts across multiple digital environments. By utilising ROQAD's cross-device identity graph, the campaign delivered highly targeted messaging while maintaining strict privacy safeguards and avoiding reliance on third-party cookies or personal data.
How We Did It
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. Using this infrastructure, Drako Media connected signals across devices and delivered coordinated campaign messaging across CTV, audio and mobile platforms. To refine targeting further, ROQAD integrated additional signals including geolocation, residency and behavioural indicators, allowing messaging to focus on verified voters within specific congressional districts without relying on personally identifiable information.
"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."