Case Study: Democracy Works measures voter turnout impact with AppNexus

Democracy Works Measures Influence of Digital Ads on Voter Turnout

Democracy Works, a nonpartisan nonprofit focused on improving the voting experience, needed a better digital way to remind registered voters in New Jersey and Virginia to vote for the November 2017 gubernatorial elections. Working with AppNexus and LiveRamp, the organization wanted nonpartisan GOTV ads on the open internet and a way to measure whether those ads actually increased turnout.

AppNexus helped Democracy Works build a people-based campaign in the AppNexus Programmable Platform, using voter files, LiveRamp identity matching, and separate target and control groups. The campaign ran to completion and enabled incremental voter-turnout measurement at an individual level, giving Democracy Works evidence-based insights for future GOTV efforts and shifting its approach from cookie-based to people-based engagement.

Democracy Works

Kathryn Peters

Co-founder and COO