i360
Price:
Ease of Use:
Overall Rating: 4.4
i360 operates as a top-tier data platform for political advertising and advocacy, though ranks mid-tier in the broader adtech landscape due to its specialized focus. Data accuracy and support are exceptional, making it indispensable for target users in political and advocacy campaigns.
Market positioning: While niche in scope, i360’s political data expertise and infrastructure create significant value for campaigns requiring precise voter targeting and engagement tracking.
Pricing: $$$$$
Accessing i360’s comprehensive data can be costly, but pricing is typically structured on a usage basis rather than through upfront license fees. In many cases, audiences are synced directly into a DSP, and advertisers pay on a CPM usage basis as part of their overall media budget. The DSP then passes payment to i360, meaning advertisers typically do not receive an invoice from i360 directly.
Cost considerations: While this model avoids large minimum fees, smaller advertisers may still find the effective CPM rates challenging for limited budgets. Agencies often help mitigate this by spreading costs across multiple clients, making access to i360’s precision data more economically viable.
Data Quality (4.8/5)
i360 maintains an unrivaled voter and consumer database combining hard data with predictive models. They independently source official voter files from every state and refresh them frequently, voter data updated 3-4+ times annually, phone numbers updated monthly, and models recalibrated daily.
Data integrity: This rigorous refresh schedule and 53-point data hygiene process ensure highly accurate, current data across multiple clients and campaigns. The systematic approach to data quality sets industry standards for political targeting applications.
Database scope: Coverage spans 270M+ individuals with comprehensive voter history, demographic overlays, and predictive scoring for political behavior, creating unmatched targeting precision for political campaigns.
Integration (4.0/5)
i360 offers a comprehensive tool suite within its ecosystem (voter contact apps, portal, etc.) that operates seamlessly together, eliminating inter-system data movement requirements. The platform enables data export (to LiveRamp or DSPs) and maintains integrations with major onboarding and ad platforms, including direct integrations pushing audiences into DSPs like The Trade Desk.
Workflow reality: Integration isn’t instant; users typically use i360’s Portal to build segments, then export to other platforms. It’s not a white-label solution but a distinct platform that agencies interface with directly.
System architecture: The self-contained ecosystem works well for political workflows but may require process adjustments for teams managing diverse advertising channels beyond politics.
Scalability (4.5/5)
Proven at scale in U.S. elections. The platform handles large, nationwide datasets (270M+ individuals) and numerous concurrent campaigns (political and commercial) without performance degradation.
Infrastructure capabilities: Cloud-based infrastructure and efficient data queries enable quick audience building and segmentation even on very large datasets. As campaigns scale (dozens of candidates or advocacy efforts), i360 supports them with robust performance.
Operational reliability: The platform’s ability to maintain performance during high-intensity political seasons demonstrates infrastructure strength that translates well to commercial applications.
Compliance (4.7/5)
i360 maintains strict compliance in the political data arena, adhering to all election and consumer data laws while emphasizing ethical data use. The company avoids “bad actors” that violate privacy, focusing instead on quality and compliance.
Data sourcing: Sources voter data from official records (publicly available) and overlays consumer data from reputable providers under compliant use cases. This approach ensures legal and ethical data usage across all applications.
Industry recognition: Privacy practices earned top data privacy ratings, including high scores in Neutronian’s independent data privacy audits, validating their compliance approach.
ROI (3.5/5)
i360’s value lies in improved targeting (winning campaigns, finding persuadable audiences), which can be somewhat indirect to quantify. The platform doesn’t provide ROI calculators; instead, agencies measure ROI through campaign outcomes (votes, donations, conversions).
Cost transparency: Transparent about costs (typically license or per-record fees for data access). However, translating that into ROI across multiple clients can be challenging, as the data is an input, and ROI depends on campaign execution effectiveness.
Performance tracking: i360 provides tools to track engagement (canvassing results, match rates), but determining data spend payoff is left to client analysis.
Customer Support: (4.8/5)
Highly regarded support approach. i360 works closely with campaigns and agencies, providing onboarding, training, and custom data analysis via their analytics team. They offer user-friendly guided import tools and robust training resources.
Service quality: Testimonials consistently cite i360’s team as responsive and hands-on, quickly adapting to last-minute campaign changes. This support level, tailored to multi-client political consultants and agency needs, surpasses more self-service data platforms.
Strategic partnership: The team functions as strategic partners rather than just technical support, understanding the high-stakes nature of political campaigns and providing accordingly sophisticated assistance.
Innovation (4.6/5)
i360 pioneers advanced analytics applications to voter data. They employ machine learning models extensively, updating predictive scores daily to predict partisanship, turnout likelihood, and issue affinity.
Recent developments: Launched Point™ Geo-Intelligence solutions (machine-learning powered geo-targeting for advertisers) and won AI innovation awards in 2024. They continually enhance their platform, including new models adapting to redistricting within days.
Commercial expansion: While focused on politics, innovations often translate to new commercial features (audience modeling, lookalikes, etc.), expanding platform utility beyond political applications.
Reviews
“I360 is very easy to navigate. The impressive amount of data for voters could be very helpful to get our message out.”
“What I liked best about i360 is the old‑fashion grass roots style and the dynamic transfer of data.”
“What I liked least about i360 is that I think it might be too big for what we do.”
“Sometimes, the app can be a bit buggy and freezes when you add a script for leaving a voicemail.”
“It can also just be slow and freeze while making calls.”