The segments integrate voter registration records with data from GfK MRI’s database on consumer attitudes and behaviours, taken from its survey of American consumers. 

They include super voters (those most likely to vote), as well as those moderately and slightly likely to vote; registered voters; swing voters by party; voters by ideologies (five grades, from very liberal to very conservative); and engaged voters. 

“Connecting this data to information commonly used in political campaigns to identify and segment voters is an obvious extension of our capabilities, particularly in light of the increased importance of digital political advertising in this year’s election cycle," said Florian Kahlert, managing director of GfK MRI. "We are pleased to be partnering with some of the best in the business to make our insights readily available to brands and media planners.”

The segments can be accessed via BlueKai, with other DMPs to be added in the near future.