Gray Media launches data-backed political advertising platform

Gray Media has introduced an enhanced political digital advertising solution, expanding the company’s Political 360 strategy with voter and consumer data designed to help campaigns target audiences more precisely.

The solution, which is powered by political data and software company Aristotle, launched June 17, 2026.

The offering integrates Aristotle’s political and consumer datasets into Gray’s political advertising platform, giving candidates, issue campaigns and advocacy organizations the ability to reach voter segments across digital channels based on campaign objectives.

The strategy is intended to move advertisers beyond broad demographic targeting by allowing them to activate more specific voter audience segments. Gray said the approach can improve campaign efficiency across devices and platforms, reduce wasted impressions and create a stronger offering for political advertisers.

“We’re excited to bring this advanced capability to our stations and to the candidates and media buyers we serve,” said Mike Braun, Gray’s chief digital officer, in a statement. “By combining Gray’s local market strength and expertise with Aristotle’s trusted, continuously updated voter intelligence, we can help campaigns engage their right voters at the right time with the right message.”

Aristotle Executive Vice President of Data Andrew Tavani said the partnership gives campaigns a more efficient way to reach key audiences.

“Successful campaigns depend on reaching the right voters with the right message at the right time,” Tavani said in the announcement. “By combining Gray’s unmatched local market presence with Aristotle’s trusted voter and consumer data, Political 360 gives campaigns a smarter, more efficient way to connect with the audiences that matter most.”

Through Political 360, Gray will use Aristotle’s National Voter File, which covers more than 235 million registered U.S. voters and draws from more than 4,000 election jurisdictions, along with Aristotle’s National Consumer File, which includes more than 267 million consumer records enriched with demographic and lifestyle attributes.

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Gray said the data can support strategies such as targeting party-specific voters within a district during a primary window, helping campaigns focus spending, build awareness and drive advocacy ahead of election day.