PROGRAMMATIC

SSP / DSP / DMP

Target specific households and businesses with digital advertising

Addressable Geo-Fencing can be used both as a stand-alone tactic and to improve the results of addressable TV campaigns, direct mail campaigns, and other marketing efforts that target specific households. By extending the reach, improving the frequency, and providing foot traffic attribution, Addressable Geo-Fencing makes all household targeting efforts more effective.

To use Addressable Geo-Fencing, advertisers uploads street addresses into the platform. Those street addresses are then automatically converted into geo-fences that conform to the plat lines of each address. Then, devices seen within those plat lines are targeted with mobile, video, and/or OTT/CTV ads. Additional data targeting overlays can also be applied.

BENEFITS

  • Highly precise: Targeting is based on reverse geocoding to the precision of addresses being targeted.
  • Highly scalable: Up to 1 million physical addresses can be targeted per campaign.
  • Improved reach over IP-based solutions, which are being limited due to the truncation of IP addresses in programmatic advertising.
  • Improves the performance of addressable TV, direct mail, and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution.
  • Personalize creative based on address-level intelligence.
  • Cross-Device. Targets all individuals at the address on multiple devices by leveraging our cross-device graph, and enables targeting of devices for up to 30 days after they have left the address.
    Effectively and efficiently onboard offline data. Create granular audiences from CRM systems and other offline databases (e.g., automotive lease renewals, households using the internet but not video/cable, etc.).
  • Audiences are updated on a daily basis.

HOW IT WORKS

  • Physical addresses that an advertiser wants to target are uploaded into the platform.
  • The addresses are then matched against plat line data to collect the exact physical location, size, and shape of the individually matched addresses.
  • The system then geo-fences each matched address to collect and target users specific only to that distinct address location. If desired, desktop, laptop, and OTT/CTV devices are also targeted through platform cross-device graph.
  • Audiences at every single address are updated on a daily basis.
  • Within the programmatic platform, lists of addresses are easily onboarded, matched and scrubbed of any personally identifiable information so that there is no risk of a breach in privacy.