WASHINGTON, DC – Today, DSPolitical, the leading digital advertising technology partner for Democratic and progressive causes and candidates, announced the launch of its groundbreaking Spanish Language Preference Model. This new tool empowers the company’s clients to more accurately target individuals who prefer consuming digital media in Spanish, specific Spanish dialects, or a mix of Spanish and English.

Developed in partnership with INTRVL, DSPolitical’s Spanish Language Preference Model leverages cutting-edge survey technology with nuanced, multilingual questions that provide deep insights into language preferences, down to regional dialect. Unlike traditional browser settings that often overestimate English language preference, DSPolitical’s innovative new model allows for more effective and culturally competent targeting.

During the June primary in 2024, DSPolitical conducted a randomized controlled trial in a large metro area to measure the mobilization effect among immigrant voters who likely prefer Spanish content. Compared with the group of likely voters identified by browser setting alone, the equivalent group identified by the Spanish Language Preference Model saw a statistically significant +1.05 percent overall turnout lift, with a +1.82 percent turnout lift among 18-29-year-olds.

“Preliminary results show that our new Spanish Language Preference Model is a game-changer for digital advertising in political campaigns – just in time for the 2024 election,” said Mark Jablonowski, President of DSPolitical. “By better understanding the language in which voters prefer to consume digital content, our clients can more effectively target and engage with voters accordingly to ensure their messages resonate and drive meaningful action.”

A testament to DSPolitical’s commitment to providing innovative solutions that reflect the electorate’s rich cultural diversity, the company fielded thousands of survey responses from across the open web, allowing it to identify language preferences down to the dialect.

The new model is purpose-built for digital outreach, integrated with the Catalist voter file and DSPolitical’s meta onboarder, allowing clients to maximize reach and frequency across CTV, video, and display channels.

“We’re proud to partner with DSPolitical and use INTRVL’s digital ad surveys to bring unique, rigorous audience models to campaigns that otherwise risk missing the mark with voters who prefer to consume their digital media in Spanish,” said Steven McAlpine, Co-Founder and CEO of INTRVL. “Our research shows that building authentic connections with voters is more important than ever. This model helps campaigns do exactly that, reaching more voters in their preferred language to mobilize them more effectively.”

According to two randomized controlled trials, the Spanish Language Preference Model:

• Drove Higher Engagement: Increased video completion rate by 8%+ among Spanish preference targets identified by the model vs. browser setting.
• Increased Name ID: Increased positive name ID by 2%+ when targeting Spanish preference voters in-language.
• Scaled Where It Matters: Identified and reached an average of 3 times more targets in-language – and with more granular dialects – compared to browser language settings.

DSPolitical is the leading digital advertising technology partner for Democratic and progressive causes and candidates. Using advanced data targeting and innovative technology, DSPolitical helps clients reach and engage voters, donors, and activists with precision and impact.