Most marketers probably think they have a solid handle on understanding consumer households. The problem is, they’re most likely doing it based on little more than geo-targeting. In reality, even a single neighborhood can feel like a diverse solar system, each household a different world with unique preferences, buying habits and other attributes. Take a look below for some ideas that go beyond zip code, making household targeting truly meaningful (and valuable).
More from Digiday
TikTok launches MCP server to let AI agents run campaigns
The platform launched its own model context protocol (MCP) server during its sixth annual TikTok World event.
Future of TV Briefing: Inside Warner Bros. Discovery’s programmatic upfront pitch
This week’s Future of TV Briefing looks at how WBD’s programmatic advertising business has evolved with programmatic playing a bigger part in its upfront deals.
Mail Metro Media shifts ad strategy toward PMPs and fewer ads as it unifies stack
Mail Metro Media wants to drive 300% PMP growth over the next three years as part of plans to turn a high-volume digital direct business into an outcomes shop.