What Deep Root Analytics does

Deep Root Analytics, LLC is a privately held political data, analytics, and media optimization firm founded in 2013 and headquartered in Arlington, Virginia. The company builds custom microtargeting models and audience segments for political campaigns, public affairs organizations, and issue advocacy groups, with a documented franchise in Republican-aligned federal and state-level races. Its technical core combines voter file data, survey research, machine learning-based partisan alignment ("Party Framework"), and a proprietary TV viewership panel covering nearly 35 million households across all 210 US media markets. Product surface spans Custom and Standard Audiences, Digital Marketplace Activation across Advanced TV/OTT/CTV, programmatic DSPs, Facebook, and peer-to-peer texting, plus Linear TV Optimization with custom linear ratings, Paid and Earned Media Measurement, and Polling & Focus Groups.

The business operates an enterprise field-sales GTM into campaign decision-makers ("Schedule a Call" consultative motion), with revenue drawn from subscription/recurring-style voter analytics and media optimization engagements alongside project-based research and consulting. Revenue streams are inherently cyclical, tied to US federal and state election calendars. Through the 2024-2025 merger of TargetPoint Consulting's political practice into Deep Root, with Michael Meyers named Chairman, the firm expanded into full-service campaign research (survey work, focus groups, ad testing, strategic consulting). Co-founders Sara Fagen, Brent Seaborn, and Michael Meyers lead a 11-50-person organization alongside a senior bench drawn from RNC, state Republican parties, NRCC, and adjacent political-analytics firms.

Deep Root reports that clients have placed over $2.5 billion in TV advertising against its custom linear ratings since 2014 and that the firm has helped clients redeploy over $300 million previously spent on inefficient media; revenue, funding, and ownership are not publicly disclosed and no institutional or PE/VC backing was identified in available materials.

Name

Deep Root Analytics

Legal name

Deep Root Analytics, LLC

Website

https://deeprootanalytics.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Deep Root Analytics is a US political data and media optimization firm that builds custom voter microtargeting models, audiences, and TV ratings for Republican campaigns, party committees, and advocacy organizations, integrating voter file, survey, and TV viewership data across 35M households.

Ownership category

akta.pro rank

Product category

Political Analytics and Voter Microtargeting

NAICS

Marketing Research and Public Opinion Polling (541910), Media Buying Agencies (54183), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Audience Segmentation, Demographic & Identity Graph Services (MPABAOAH)

Keywords

• Voter microtargeting analytics
• Political campaign data
• Media optimization services
• Audience targeting platform
• Election research services

Headquarters

HQ city

Arlington

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Voter Analytics and Microtargeting Services: Custom audience creation and voter microtargeting services for political campaigns. Process involves survey interviews with voters matched to voter and consumer databases, with hand-built predictive models for voter sentiment and behavior.
2. Media Optimization and Activation: TV advertising optimization services including linear TV, CTV, programmatic, and digital marketplace activation across multiple platforms and media inventory sources.
3. Research and Consulting Services: Polling, focus groups, qualitative research, ad testing, and strategic consulting for political campaigns and advocacy organizations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Deep Root Analytics builds custom voter microtargeting models and provides media optimization services for political campaigns, public affairs groups, and advocacy organizations. Its Deep Root Platform combines survey research, voter file data, machine learning, and a 35-million-household TV viewership panel to predict individual voter sentiment, turnout propensity, and persuadability. These audiences are activated across linear TV, CTV/OTT, programmatic DSPs, and social platforms, with complementary polling, focus group, and paid/earned media measurement offerings.

Product overview

Deep Root Analytics offers a platform-plus-services architecture centered on the Deep Root Platform for media optimization. The core offering includes custom microtargeting and custom audience modeling, supplemented by pre-built Standard Audiences for on-demand activation. Digital Marketplace Activation connects to DSPs, Facebook, and streaming/CTV platforms for addressable advertising. Linear TV Optimization and Custom Linear Ratings provide proprietary TV measurement (covering nearly 35 million households across 210 media markets). Paid and Earned Media Measurement deliver campaign performance analytics. Polling & Focus Groups offer qualitative and quantitative research services. The 2025 merger with TargetPoint Consulting added survey research, focus groups, ad testing, and strategic consulting to the portfolio.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Microtargeting Custom Microtargeting builds audience segments comprised of individuals most likely to be mobilized by specific campaign messaging, measuring turnout probability, vote method, issue sets, and support levels for each candidate in the race. It produces individualized probabilities for every voter in a geography and is intended for political campaign use.
• Deep Root Standard Audiences Pre-made groups of individuals who share similar sentiment about specific topics, frequently refreshed and available for digital and addressable activation on demand. Designed for political campaigns needing fast-turn audiences without custom survey work.
• Digital Marketplace Activation Delivers addressable advertisements to campaign audiences across all screens through Deep Root's partner infrastructure spanning Advanced TV, OTT and CTV streaming inventory, all major programmatic DSPs, Facebook audience addressability, and offline peer-to-peer texting. Built for political campaigns and advocacy clients that need cross-screen activation against model-defined audiences.
• Linear TV Optimization Generates custom TV ratings built specifically for the strategic needs of campaigns and media buyers, matching audiences to observed media consumption data and producing precise measurement of how much time each audience member spends watching every TV program in tracked media markets. Used for political campaign media planning and buying.
• Paid Media Measurement Provides program-level detail on where a campaign is winning or losing with target audiences in the paid media landscape, matching audiences to all historical broadcast and national cable advertising data, including paid media from competitors and outside groups. Built for political campaign strategists and media buyers.
• Earned Media Measurement Tracks all earned media mentions on broadcast and national cable news coverage for candidates and opponents, providing program-level data that informs decisions about messaging, paid media, and candidate travel schedules. Designed for political campaigns needing situational awareness of their TV news environment.
• Polling & Focus Groups Provides qualitative research including in-person facility, online, and field focus groups conducted where target audiences live, plus executive interviews with community leaders, and quantitative research via live-operator telephone and cell phone surveys, online and mobile surveys, fully internet-based research, and automated data collection. Served to political campaigns and advocacy organizations needing primary research.
• Deep Root Platform All-in-one media optimization platform combining a two-decade-refined voter model library with real-time reach and frequency measurement tools for TV and digital activation, supporting campaign management across linear and digital channels. Targeted at political campaigns and media buyers who need an integrated analytics-to-activation workflow.

Quantifiable outcome

• Saved clients over $300 million in TV advertising
• +4 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• TargetPoint ConsultingcoreStrategic or Co-development PartnerTargetPoint Consulting, which pioneered microtargeting in 2003 during the Bush re-election, is merging its political practice into Deep Root Analytics. The firm has spent two decades delivering survey research, focus groups, and strategic consulting to major campaigns. Michael Meyers has been appointed Chairman of the Board of the combined entity.
• Televisa UnivisioncoreStrategic or Co-development PartnerDeep Root Analytics and Televisa Univision partnered in the 2024 election to study the opportunity and impact of paid media advertising amongst Hispanic voters across the United States. The partnership studied how to best target, inform, and mobilize Hispanic voters to engage in the election.
• JLK PoliticalminorGTM or Marketing PartnerDeep Root partnered with JLK Political, Content Creative, and Medium Buying to build a winning strategy for Virginia's 82nd State House District in the 2023 election.
• Content CreativeminorGTM or Marketing PartnerPartnership with Content Creative as part of multi-firm team providing strategy, creative, and media buying services for political campaigns.
• Medium BuyingminorGTM or Marketing PartnerPartnership with media buying firm as part of coordinated campaign services team for Virginia district election.
• Digital Infrastructure Partners (Advanced TV, OTT, CTV, DSPs)coreTechnology or IntegrationDeep Root maintains extensive digital infrastructure with active partners including Advanced TV, OTT and CTV streaming inventory providers, all major DSPs (demand-side platforms) used by digital agencies, and social media platforms including Facebook for audience addressability.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Catalist: A 501(c)(3) progressive political data and analytics provider offering voter file enhancement, modeling, and microtargeting to Democratic campaigns, progressive organizations, and allied groups. Directly comparable to Deep Root in product architecture and customer type, but on the opposing side of the political spectrum.
• TargetSmart: Political data and audience targeting firm serving campaigns, advocacy groups, and commercial customers with voter data, modeling, and digital activation. Overlaps directly with Deep Root's microtargeting, audience modeling, and digital marketplace capabilities across the political and advocacy landscape.
• i360 (LightBox): Koch-backed political data, audience targeting, and analytics platform historically serving conservative candidates, PACs, and advocacy organizations. Comparable to Deep Root in serving Republican-aligned clients with voter modeling and media planning, and a key competitor in the conservative data ecosystem.
• DSPolitical: Digital political advertising and data firm specializing in targeted online ad delivery for conservative and centrist campaigns, PACs, and advocacy groups. Comparable to Deep Root's digital marketplace activation and microtargeting functions on the GOP-aligned side of the market.
• Aristotle: Long-established political data vendor providing voter files, contact data, and campaign software to campaigns, parties, and PACs across the spectrum. Comparable to Deep Root as a foundational data infrastructure provider, though with a more productized/self-service model and broader bipartisan reach.
• Tunnl: Ad-targeting platform across social media, programmatic digital, streaming TV, and linear TV, co-founded by Deep Root co-founder Sara Fagen in 2020. Closely comparable in product scope (audience targeting and cross-channel activation) and shares a founder, raising conflict-of-interest questions as both serve political advertisers.
• Medium Buying: Political media buying firm that has worked alongside Deep Root on integrated campaign teams (e.g., VA-82 State House). Comparable in delivering the paid media execution side of campaign work that Deep Root's linear TV optimization and digital activation services complement.

Broad incumbents

• Resonate: Large-scale consumer and voter audience intelligence platform serving political, nonprofit, and commercial clients with predictive modeling and targeting data. Comparable to Deep Root in the audience modeling layer, but operates as a broader commercial data platform rather than a campaign-only specialist.

Emerging players

• Cambridge Analytica successor / Emerdata: Niche political and consumer data analytics firms operating in the psychographic and behavioral targeting space, broadly comparable to Deep Root's microtargeting thesis. Smaller scale and narrower product surface, but overlapping customer base in political and advocacy work.

Regional players

• Smart Media Group: Republican-aligned political media and advertising agency offering TV, radio, and digital advertising services to GOP campaigns and conservative causes. Comparable to Deep Root on the media buying and political advertising services side, though typically with a more execution-focused rather than data-modeling-led offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/deeprootx

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deep Root Analytics