Sep 15, 2016

Deep Root Analytics Teams Up With D2 Media Sales to Offer 26 Proprietary Political & Advocacy Audience Segments to Target TV Ads to Dish & DirecTV Households

Author: Deep Root Analytics

Arlington, VA, September 15, 2016 – Deep Root Analytics, a leading media analytics company that creates multi-sourced media data platforms for television audience targeting and ad monitoring, announced today that it has teamed up with D2 Media Sales to enable political & advocacy advertisers to target households using proprietary audience segments.

Deep Root Analytics has created 26 proprietary segments of voters based on partisan or issue affinity and has pre-matched these segments to D2’s advertising platform, providing addressable TV advertising to nearly 22 million DIRECTV and DISH satellite households.

“Today’s political and advocacy advertisers want the effectiveness and efficiency that comes with targeting very specific audiences with TV advertising,” noted Deep Root Analytics CEO Brent McGoldrick.  “At Deep Root Analytics, we are focused on ‘bringing big data to big media.’ So, we are thrilled to work with D2 Media Sales and access their best-in-class addressable TV platform to enable our clients to communicate with nearly 22 million DIRECTV & DISH customers.”

“We’re excited to bring addressable TV targeting capabilities to Deep Root Analytics clients,” said Mark Failla, Director of Political Ad Sales at D2 Media Sales. “Our targeting technology can serve campaign messages to the most data-qualified voter households, as defined by the advertiser, each time, instead of leaving it to chance.”

The proprietary segments created by Deep Root Analytics and made available for addressable advertising via D2 Media Sales include:

Reluctant Republicans                                                                 Disaffected Democrats
Swing Voters                                                                                  Senior Swing Voters
Young Swing Voters                                                                     Women Swing Voters
Blue Collar                                                                                     Hispanic Persuasion
Influentials                                                                                     GOP GOTV
GOP Primary                                                                                  2nd Amendment Voters
Jobs Voters                                                                                     Free Trade
Energy Voters                                                                                Anti-Terrorism
Immigration                                                                                   Social Conservatives
Libertarian Voters                                                                         Fiscal Conservatives
Education Voters                                                                           Health Care Voters
High Disposable Income                                                              Minimum Wage Ballot Initiative
Pro-Marijuana Ballot Initiative                                                    Anti-Marijuana Ballot Initiative

The segments created by Deep Root Analytics do not utilize customer data provided by DIRECTV & DISH.

The Deep Root Difference

Deep Root Analytics leverages media analytics to surface hidden data insights and provides greater efficiency, effectiveness and accountability for media buying decisions. Using proprietary methodology, Deep Root Analytics matches first-party target data to a blended set of large-linked, multi-sourced datasets and makes available a suite of media analytics dashboards and tools, including custom ratings, optimized media buys, ad occurrence evaluation, media mix modeling, and unduplicated reach analysis. For more information, follow @DeepRootX and visit

About D2 Media Sales

D2 Media Sales is a joint venture between DIRECTV and DISH, to create the nation’s largest, scalable household addressable TV platform for political advertisers. Addressable TV advertising enables the delivery of a TV ad, in a privacy compliant manner, to the individual households of a select demographic or voter segment. A TV ad is shown during a commercial break, when the household is watching TV, regardless of programming or time of day, both in live or playback modes, by an advertiser-defined target audience. Since 2014, the D2 Media Sales Platform has delivered hundreds of political television campaigns for both candidates and causes. Each addressable TV campaign is fueled by demographic and voter file data from leading data providers, enabling the delivery of campaigns that reach nearly 22 million households at the state, or national levels.