L2 Data
L2 Data is a Bothell, Washington-based data provider founded in 1974 that aggregates and sells enhanced voter (217M), consumer (260M), and automotive (108M) datasets and targeting tools to U.S. political campaigns, advocacy groups, and consumer marketers through its web-based DataMapping platform and the Snowflake Data Marketplace.
- Company typePrivate
- Founded1974
- HeadquartersBothell, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What L2 Data does
L2 Data is a privately held data-as-a-service company, founded in 1974 and headquartered in Bothell, Washington, that aggregates, enhances, and distributes voter, consumer, constituent, and automotive data primarily to U.S. political campaigns, advocacy organizations, and consumer marketing buyers. The company's core assets are a deterministic National Voter File of 217 million records, a 260 million-record consumer database, and a 108 million-record automotive dataset, exposed through a web-based DataMapping platform that supports filtering across 800+ consumer attributes, 400 demographic fields, and 91 predictive fields, plus geographic mapping and export in Excel/CSV/DBF formats. The product portfolio also includes Data Hygiene, Data Modeling, Constituent Data, and joint offerings with Ecanvasser (mobile canvassing) and Snowflake (data marketplace), with a 2026 extension into programmatic political advertising via the VoterMatch product co-developed with Nexxen. L2 monetizes primarily through fixed-price data orders and quote-based pricing, supplemented by CPM-priced digital onboarding via LiveRamp, distributes directly via its web platform (l2-data.com and a DataMapping free trial) and the Snowflake Data Marketplace, and operates a sales-led go-to-market targeting political campaign operatives, advocacy groups, and consumer data buyers across North America. The company is CCPA-compliant, holds no disclosed parent or institutional investors, and has 11-50 employees.
L2 Data firmographics
Firmographics- Name
- L2 Data
- Legal name
- L2, Inc.
- Website
- https://l2political.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- L2 Data is a Bothell, Washington-based data provider founded in 1974 that aggregates and sells enhanced voter (217M), consumer (260M), and automotive (108M) datasets and targeting tools to U.S. political campaigns, advocacy groups, and consumer marketers through its web-based DataMapping platform and the Snowflake Data Marketplace.
- Ownership category
- akta.pro rank
L2 Data industry classification
Industry- Product category
- Political and Consumer Data Analytics
- NAICS
- Directory and Mailing List Publishers (51314), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Computer Processing & Data Preparation (7374), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)
- akta.pro secondary industry
- Audience Segmentation, Demographic & Identity Graph Services (MPABAOAH)
Keywords
Where L2 Data is headquartered
LocationHeadquarters
- HQ city
- Bothell
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
L2 Data business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Voter Data Sales: L2 Data sells access to its National Voter File containing 217 million voter records. The data is sold as contact lists including phone lists, email lists, mailing lists, canvassing/walking lists, text lists, and digital targeting capabilities. Revenue is generated through fixed-price data orders and variable usage costs.
- Consumer Data Sales: Access to 260 million consumer records with 800+ data attributes for analytics, direct-to-consumer targeting, identity resolution, lead generation, list cleaning, and location planning.
- Constituent Data Services: District-level research and analysis through L2 ConstituentMapping with hundreds of micro and macro viewpoints for political constituents targeting.
- Automotive Data: 108 million automotive records for targeting and analytics purposes.
- Custom Data Orders: Custom data orders for specific targeting requirements, including SFTP downloads for bulk data delivery.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Fixed-Price Data Model with Variable CPM for Digital Onboarding |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
L2 Data product offering
Product offeringCore offering
L2 Data provides enhanced voter, consumer, constituent, and automotive data products through a web-based DataMapping platform. The company aggregates 217 million voter records, 260 million consumer records, and 108 million automotive records, offering 800+ data attributes for audience targeting. Customers use the platform to define target universes, analyze, map, and export contact lists (phone, email, mailing, canvassing, text) for political, advocacy, and marketing outreach.
Product overview
L2 Data operates as a data-as-a-service platform offering a comprehensive suite of voter, consumer, and constituent data products. The core portfolio centers on three primary data products: Voter Data (National Voter File with 217 million records and 600+ attributes), Consumer Data (260 million records), and Constituent Data (district analysis). Additional offerings include Automotive Data (108 million records), Data Modeling (predictive analytics), and Data Hygiene services. The platform is built around a web-based DataMapping tool that enables users to define target universes, analyze audiences, and export data without software installation. L2 also offers partner-ecosystem products including L2/Snowflake (Snowflake Data Marketplace access), L2/Ecanvasser (canvassing platform integration), and L2 Integrations hub. The recently launched VoterMatch product, developed with Nexxen, extends the platform into programmatic political advertising targeting by combining voter file data with DSP insights for campaign measurement and optimization.
Differentiator
Problem solved
Functional benefit
Brands
- VoterMatch: A voter targeting tool developed in partnership with Nexxen that combines L2's National Voter File with programmatic advertising data for political campaigns.
Products and services
- Voter Data (National Voter File) L2's core voter data product featuring 217 million national voter records, aggregated from multiple data sources with over 400 demographic fields, 91 predictive data fields, and 600+ total consumer, voter, and behavioral attributes for targeting. Contains the largest number of file segments for traditional and digital targeting.
- Consumer Data Consumer data service spanning 260 million national consumer records built with trusted partners. Includes analytics, direct-to-consumer targeting, identity resolution, lead generation, list cleaning, and location planning capabilities, with 800+ consumer data attributes.
- Constituent Data District research and analysis tool using L2 ConstituentMapping with hundreds of micro and macro viewpoints, enabling exploration of districts from macro to micro granularity for political campaign constituent communication.
- Automotive Data Automotive vehicle ownership data covering 108 million records, enabling automotive-specific targeting and analytics for campaigns requiring vehicle-related consumer insights.
- DataMapping Web-based data mapping and selection platform allowing users to define target universes using hundreds of filters including demographic, voter, consumer data, and modeled behaviors. Provides instant analysis, geographic mapping, count verification, and data export in Excel, CSV, or DBF formats without downloads or software installation.
- Data Modeling Predictive data modeling service that applies proprietary methodologies to create modeled behaviors and predictive scores for voter and consumer targeting, enhancing campaign precision.
- Data Hygiene Data quality and cleansing service using complex proprietary algorithms, with L2's trained experts screening all data for inaccuracies to ensure data accuracy.
- L2/Snowflake Snowflake Data Marketplace offering providing L2's U.S. nationwide voter and consumer databases to Snowflake customers, enabling direct access and integration within the Snowflake data environment.
- L2/Ecanvasser Joint product with Ecanvasser combining L2's voter and consumer data with Ecanvasser's mobile canvassing platform, enabling seamless data connectivity for field campaign operations.
- VoterMatch Voter targeting solution developed in partnership with Nexxen that combines L2's deterministic National Voter File with Nexxen's log-level DSP data. Provides voter-level exposure visibility, frequency controls, and optimization inputs for political advertising campaigns, enabling identification of under-reached voter groups and suppression of overexposed audiences.
- Deployment Services Professional services supporting data deployment and integration for organizations implementing L2 data products, including custom data orders and SFTP delivery.
Quantifiable outcome
- Reduces wasted impressions in political advertising by providing voter-level exposure visibility and frequency controls
- +2 more outcomes
Companies that use L2 Data
Customer profileSegments3 records
Ideal customer profiles2 records
L2 Data technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability1 record
Feature5 records
L2 Data partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship and core.
- NexxenflagshipStrategic partnership to launch VoterMatch, a political advertising solution combining L2's deterministic National Voter File with Nexxen's log-level DSP data. The product provides voter-level exposure visibility, better frequency controls, and optimization inputs for political campaigns. VoterMatch addresses issues of over-delivery and under-reach in political advertising by verifying actual voter reach against L2's voter file records.
- Wonder CavecoreDirect integration allowing political and advocacy organizations to export audiences directly into the Wonder Cave texting platform without manual data handling. The integration eliminates fragmented workflows by enabling users to move from audience targeting to live messaging in a single step, reducing operational delays for campaign teams operating on compressed timelines.
- EcanvassercorePartnership to bring together highest quality voter and consumer data with the most intuitive mobile canvassing platform. L2/Ecanvasser enables political campaigns to combine data targeting with field canvassing operations.
- SnowflakecoreL2 data sets are now available on Snowflake Data Marketplace. Snowflake customers have access to L2 U.S. nationwide databases, enabling data sharing and integration within the Snowflake ecosystem.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
L2 Data competitors and assessment
Company assessmentDirect peers
- LiveRamp: LiveRamp is both a partner and a partial competitor — L2 uses LiveRamp for digital onboarding, but LiveRamp also operates its own data collaboration and identity resolution network that overlaps with L2's consumer data offerings. Highly comparable technology and customer base.
- Catalist: Catalist is a direct peer providing voter file and progressive political data infrastructure to campaigns, advocacy groups, and nonprofits. Comparable scale, deterministic data approach, and primary customer overlap with L2's political vertical.
- TargetSmart Communications: TargetSmart is a direct peer offering voter, consumer, and political targeting data with modeling and analytics capabilities. Like L2, it serves political campaigns, advocacy groups, and commercial marketers with enhanced voter file and targeting products, making it the most head-to-head competitive comparison.
- i360: i360 is a direct peer in political and consumer data, affiliated with Koch's political network, offering voter file, donor, and targeting data to conservative campaigns and advocacy organizations. Overlapping product set with L2 on the opposing side of the political spectrum.
- Aristotle (now Aristotle International): Aristotle is a long-standing direct competitor in voter file and political data, offering voter registration data, consumer lists, and campaign services. Overlapping customer base and product set with L2 across political campaigns, advocacy, and direct marketing use cases.
Broad incumbents
- Experian Marketing Services: Experian is a broad incumbent in consumer credit, marketing, and identity data. It overlaps with L2's consumer data and targeting use cases at much larger scale, serving enterprise marketing teams across multiple verticals.
- Acxiom (IPG): Acxiom is a broad incumbent in consumer data and identity resolution, with much larger scale than L2. It serves overlapping enterprise marketing and audience-targeting use cases but is not a political-data specialist; rather, it competes with L2 on the consumer data side.
- Oracle Advertising (Oracle Data Cloud): Oracle Advertising is a broad incumbent in audience data, identity, and CTV/online measurement, overlapping with L2's voter-aware programmatic and identity resolution offerings. Materially larger scale and balance sheet, but comparable in the political advertising measurement category.
- TransUnion (TruAudience): TransUnion's TruAudience offering competes with L2's consumer identity, targeting, and audience segmentation products. It is a much larger, publicly traded incumbent with deep resources, but overlaps meaningfully on the commercial data side.
- Epsilon Data (Publicis): Epsilon is a broad incumbent providing consumer data, identity, and targeting at enterprise scale. It competes with L2's consumer data and identity resolution products but operates across many verticals beyond political, with significantly more capital and engineering depth.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
L2 Data social profiles
Digital presenceL2 Data compliance and trust
Trust signalCompliance1 record
L2 Data financial estimates
Financial estimateRevenue estimate
Valuation estimate
L2 Data leadership team
Management profileNumber of profiles
L2 Data funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
L2 Data M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about L2 Data
What does L2 Data do?
L2 Data provides enhanced voter, consumer, constituent, and automotive data products through a web-based DataMapping platform. The company aggregates 217 million voter records, 260 million consumer records, and 108 million automotive records, offering 800+ data attributes for audience targeting. Customers use the platform to define target universes, analyze, map, and export contact lists (phone, email, mailing, canvassing, text) for political, advocacy, and marketing outreach.
Is L2 Data a public or private company?
L2 Data is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was L2 Data founded?
L2 Data was founded in 1974. It employs 11 to 50 people.
Where is L2 Data based?
L2 Data is headquartered in Bothell, United States, in the North America region.
How does L2 Data make money?
Five revenue lines are on record. Voter Data Sales are the primary driver. The others are consumer Data Sales, constituent Data Services, automotive Data and custom Data Orders.
Who are L2 Data's main competitors?
Direct peers on record are LiveRamp, Catalist, TargetSmart Communications, i360 and Aristotle (now Aristotle International). Broad incumbents are Experian Marketing Services, Acxiom (IPG), Oracle Advertising (Oracle Data Cloud), TransUnion (TruAudience) and Epsilon Data (Publicis).
Does L2 Data have an API?
No public API is recorded for L2 Data.
What industry is L2 Data in?
L2 Data's product category is Political and Consumer Data Analytics. Its primary akta.pro industry code is BPAFAKAF, Marketing Database & Contact Data Providers (B2B/B2C Lists), with a secondary code of MPABAOAH, Audience Segmentation, Demographic & Identity Graph Services. Its NAICS code is 51314 and its SIC code is 7374.