The Evolution of Localized Targeting Continues: The Move Towards Addressable Programmatic


Location-based targeting has long been a feature of the digital advertising industry, but its meaning has shifted over the years. As we’ve gotten closer and closer to true one-on-one audience targeting, we have seen an evolution in how precise and granular location-based targeting can actually get. And throughout the process, has led the way.

Initially, the best option available in the industry for location-based targeting was the Designated Market Area (DMA). However, with only 210 DMAs in the United States, targeting by DMA was quite limited in terms of precision and granularity.

The next wave came in the form of Zip Code-based targeting. While this was an improvement over DMAs, the average zip code contains approximately 10,000 people and encompasses roughly 90 square miles; meaning the issues with precision and granularity remained.

Then came Geo-Fencing with A revolution in location-based marketing,’s Geo-Fencing solution gives advertisers the most accurate and advanced location-based mobile advertising technology on the market. Geo-Fencing allows you to serve digital ads to mobile users seen within a predefined geographic area that is relevant to your business. This remains one of the best ways for advertisers to effectively reach a local audience.

However, the best was yet to come. realized that the next and most dynamic stage of location-based targeting would be at the household-level. Thus, we introduced Addressable Programmatic to the world of digital advertising.


Household Targeting at the National Level with Addressable Geo-Fencing

Every consumer is different – they have different tastes, preferences, etc. With that in mind, introduced the definitive way to target at the household-level with our Addressable Geo-Fencing solution.

Addressable Geo-Fencing allows you to target those specific households that fit your target market. By using GPS and plat line data for the utmost precision, geo-fences are drawn around a specific physical address allowing marketers to serve mobile, video, and/or OTT/CTV ads to users within the targeted household or business. No more wasted impression targeting certain DMAs, Zip Codes, or relevant surrounding neighborhoods in proximity to your business. This is truly a digital marketer’s dream for hitting the right person with the right ad at the right time.

And what’s more, Addressable Geo-Fencing is a solution that scales for both the large national advertisers and the SMB client. After all, thanks to, marketers can now reach anywhere from one to 126 million U.S. households with mobile, video, and OTT/CTV ads.


The Next Level: Real-time Addressable Audience Curation

Last month, was thrilled to announce a significant expansion of our addressable programmatic capabilities by introducing the Addressable Audience Curation tool.

With Addressable Audience Curation, marketers can easily curate addressable audiences in real-time based on location and demographic data. Location data can be filtered by postal code, city/metro, congressional districts, carrier routes, radius from an address, and more. Advertisers can then filter their addressable audience with over 500 categories of household demographic, political, and economic variables all within’s system.

In combination with Addressable Geo-Fencing, Addressable Audience Curation enables advertisers to easily execute household addressable programmatic advertising using highly scalable and accurate demographic, political, and purchase data without having to possess first party data or purchase targeting lists from data brokers.

Key features available with Addressable Audience Curation

Real Time Curation with Full Boolean Capabilities
Advertisers can now curate addressable audiences in real time from 126 million U.S. households and filter by location and over 500 demographic, political, and economic variables.’s interface provides full Boolean capabilities so that users can combine, include, or exclude households and instantly see the impact on the number of households being targeted.

Accurate, Real Time Reach Estimates
Advertisers will have visibility into the size of the audience being created and can toggle filters while watching the available audience counts and targeting maps update in real time within the user interface.

Available for Campaigns of all Sizes
The Addressable Audience Curation tool is available for qualifying customers to use on campaigns of any size.

Precise Campaign Execution
Once the audience is created, advertisers can then execute campaigns using’s industry-leading Addressable Geo-Fencing solution, which provides advertisers with the most granular addressable targeting available in the market.

Are you ready to enter the next wave of location-based targeting? Reach out to us at to get started.