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.