{"id":296953,"date":"2018-03-06T05:00:00","date_gmt":"2018-03-06T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/playing-rules-fec-regulations-publishers-know\/"},"modified":"2024-11-12T14:33:26","modified_gmt":"2024-11-12T14:33:26","slug":"playing-rules-fec-regulations-publishers-know","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/playing-rules-fec-regulations-publishers-know\/","title":{"rendered":"FEC regulations that publishers should know"},"content":{"rendered":"

The business of politics is often perceived as less than modern. But this notion is flipped on its head when it comes to digital campaign advertising and media buying. Political digital strategists, Super PACs, and political associations like the Republican National Committee have successfully leveraged the digital landscape to the advantage of their candidates and causes. From interactive creative on mobile devices to cookie matching against voter-file data \u2014 the political sphere has wholeheartedly embraced data, digital, and automated media buying. That said, political campaigns remain highly regulated affairs, subject to the rules of the Federal Election Commission (FEC). With the midterms on the horizon, publishers have an opportunity to soak up political advertising dollars, but they\u2019ll need to master the FEC\u2019s regulatory guidelines if they want to avoid the sting of fines or legal action.<\/span><\/span><\/span><\/span><\/span><\/p>\n

Rules of the road<\/b><\/p>\n

Like most advertisers, political media buyers and digital campaign strategists have learned that they cannot drive people to the polls if their ads are never seen. As a result, a growing number of political ad buyers are adding pre-bid viewability targeting and fraud protection to their programmatic buys, with the expectation that their direct buys will follow suit. <\/span><\/p>\n

This presents a challenge for publishers who are used to less regulated commercial advertising campaigns. Until July 2017 publishers relied upon over delivery of impressions to ensure that they reliably hit a viewability goal and\/or IVT requirement. For example, if a commercial brand advertiser cuts an IO for 250,000 impressions between October 20th and October 28th, the publisher might deliver 350,000 impressions to ensure that they had 250,000 viewable impressions. The additional 100,000 impressions would simply be considered \u201cadded value\u201d thrown in to offset any non-viewable impressions served. <\/span><\/p>\n

Unfortunately, this isn\u2019t an option in election advertising. Under FEC rules any \u201cadded value\u201d could be considered an in-kind contribution to the campaign. The FEC stets strict guidelines which govern how much money individuals and organizations (including publishers) can spend or give to political campaigns. Any added value, even if it was added solely to hit a viewability target, would have to be reported as a donation by both the campaign and the donor publication. \u00a0<\/span><\/p>\n

Under FEC rules in-kind donations include goods such as office supplies and equipment as well as services that would be beneficial to the campaign such as printing. The <\/span>FEC\u2019s definition of in-kind contributions<\/span><\/a> specifically calls out advertising as a potentially donatable service. Such services are \u201c<\/span>are valued at the prevailing commercial rate at the time the services are rendered.\u201d Meaning that both the campaign and the publisher would need to report the market value of that extra 100,000 impressions as a donation and such donations have strict monetary limits that most campaigns would quickly exceed in this scenario. <\/span>This is why it\u2019s important for them to lean on publisher optimization tools that leverage automation to successfully and precisely deliver campaigns without over delivering. <\/span><\/p>\n

Winning the race<\/b><\/p>\n

Campaign finance rules put publishers and political advertisers on a level playing field. While many political firms and consultants will be clear about their requirements, publishers have their own responsibilities so it behooves everyone to know the rules. Here are a few simple things that publishers and political advertisers can do to ensure a regulatory win in 2018 and beyond. <\/span><\/p>\n

Advertisers<\/b><\/p>\n

    \n
  1. Work with direct publishers who leverage a publisher optimization tool that integrates directly with their ad server and accounts for viewability, ad fraud, and brand safety.<\/span><\/li>\n
  2. Request PMPs from these publishers that are viewable, brand-safe, and fraud-free.<\/span><\/li>\n
  3. Buy programmatically and implement pre-bid viewability standards, brand safety protection, and ad fraud prevention. Couple this with first-party or voter-file data. <\/span><\/li>\n
  4. Apply pre-bid viewability, ad fraud, and brand safety.in-app targeting for grassroots campaigns and GOTV campaigns. <\/span><\/li>\n
  5. Do not spray and pray! Fraudsters know that you have to use your budget or lose it at on election day so they\u2019ll expect you to be a bit careless. \u00a0Forecast out your campaigns to maintain steady buying patterns. During the 2016 election week, IAS observed ad fraud rates 228% higher than the previous week on desktop and 40% higher on mobile. <\/span><\/li>\n<\/ol>\n

    Publishers <\/b><\/p>\n

      \n
    1. Organize your website to create a safe and appealing environment for campaign advertising. Do not include politically charged links on non-political content. <\/span><\/li>\n
    2. Auto-optimize campaign delivery for viewability, ad fraud, and brand safety standards for both direct and programmatic campaigns.<\/span><\/li>\n
    3. Don\u2019t over-deliver on impressions to hit a quality target or you and the political advertisers you\u2019re working with could end up with a hefty fine.<\/span><\/li>\n<\/ol>\n

      Following these instructions will ensure the buy and sell sides are able to get through campaign season unscathed. To learn more about how publishers can make the most of election season you can <\/span>you can download our webinar <\/span>here<\/span><\/a>, or check out our recent posts about the perils and potential of mixing politics and publishing <\/span>here<\/span><\/a> and <\/span>here<\/span><\/a>. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      The 2018 midterm campaign season is coming and political advertising spend is expected to break records, but publishers need to be sure they’re playing by the rules. Learn how publishers can earn campaign ad spend without breaking FEC rules.<\/p>\n","protected":false},"author":1,"featured_media":296954,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[226,221,227],"tags":[],"class_list":["post-296953","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publisher-apac","category-topics-apac","category-viewability-apac"],"acf":[],"yoast_head":"\nFEC regulations that publishers should know - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Tips for publishers on attracting political campaign ad spending without violating FEC rules for campaign finance and in-kind contributions.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/playing-rules-fec-regulations-publishers-know\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"FEC regulations that publishers should know\" \/>\n<meta property=\"og:description\" content=\"Tips for publishers on attracting political campaign ad spending without violating FEC rules for campaign finance and in-kind contributions.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/playing-rules-fec-regulations-publishers-know\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2018-03-06T05:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-11-12T14:33:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/vote-button-760-760-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/playing-rules-fec-regulations-publishers-know\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/playing-rules-fec-regulations-publishers-know\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"FEC regulations that publishers should know\",\"datePublished\":\"2018-03-06T05:00:00+00:00\",\"dateModified\":\"2024-11-12T14:33:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/playing-rules-fec-regulations-publishers-know\\\/\"},\"wordCount\":811,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/playing-rules-fec-regulations-publishers-know\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/vote-button-760-760-1.jpg\",\"articleSection\":[\"Publisher\",\"Topics\",\"Viewability\"],\"inLanguage\":\"en-APAC\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/playing-rules-fec-regulations-publishers-know\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/playing-rules-fec-regulations-publishers-know\\\/\",\"name\":\"FEC regulations that publishers should know - 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