New Targeting Feature Seeks To Identify All Devices Within A Household

In a bid to help advertisers target audiences more efficiently, Screen6 on Monday launched a new data feature that will enable it to identify all devices within a household. The provider of cross-device identity technology said the Advanced Householding feature aims to extend campaign reach while also eliminating waste associated with traditional household targeting tools. Those tools target individual IP addresses, assuming they represent a static postal address.

The company said Advanced Householding combines user-identification techniques such as intra-device connectivity, location, and usage patterns to track and cluster groups of connected devices with similar behaviors. By recognizing the devices that don’t fully align to a single individual’s behavior, Screen6 is able to assign these shared devices to a family or household.

“The average person has four devices, and the average household has nearly eight Internet-connected devices, including connected TVs and tablets, with many of these being shared by different people within the household. Marketers need the ability to group together devices that have a clear similarity,” stated Keith Petri, chief strategic officer, U.S.. of Screen6. The technology recognizes that IP addresses aren’t static and that there’s a dynamic relationship between multiple devices. 

The technology enables marketers to individually target users within a household through existing cross-device features, or target the whole household. For example, a marketer can use the technology to convince households that have members with multiple devices to sign up for a promotion or opt into a program. And the number of devices can be properly counted, so, for example, tablets that are shared don't add up to more than one device.

5 comments about "New Targeting Feature Seeks To Identify All Devices Within A Household".
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  1. John Grono from GAP Research, April 3, 2017 at 11:20 p.m.

    Excellent.   Now I will be able to send an ad to a lightbulb in someone's home.

  2. charles bachrach from BCCLTD, April 4, 2017 at 2:39 p.m.


  3. Tobi Elkin from MediaPost, April 4, 2017 at 2:58 p.m.

    Care to elaborate, John?

  4. Dan Ciccone from STACKED Entertainment, April 4, 2017 at 5:39 p.m.

    At some point, the consumer will revolt as most are likely not aware of how/when/where they are being targeted.  VPN sign ups should increase exponentially.

  5. John Grono from GAP Research replied, April 4, 2017 at 10:21 p.m.

    WiFi light glabes being detected as one of the connected devices in the household.

    Surely some dunce will try the ad campaign targeted at "all connected devices in the home".   Maybe it could flash the message in Morse Code.

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