Say Yes to the Address

One little-discussed alternative to cookie-based targeting is Addressable Programmatic, a strategy that allows advertisers to target at the household level and reach consumers across all their devices.

Traditional Addressable audiences are created by uploading a list of addresses, often the same addresses used in a traditional media campaign or pulled from a CRM. This “rooftop” targeting offers great cross-device reach and many addressable campaigns (depending on the DSP) can even track physical attribution.

Addressable is an obvious fit for brick-and-mortar businesses, but recent advancements in Curated Addressable also make it a great option for any campaign targeting at the household-level. Curation allows advertisers to create hyper-targeted audiences (even without a list of addresses) and refine them based on household criteria like number of children, household income, etc. These audiences can be leveraged to run regular Display campaigns, but also other programmatic campaigns like Native, Audio, or CTV.