What is Household Extension?
Household Extension leverages IP targeting to reach site visitors and other in-market influences in the household. It expands targeting across multiple devices in a visitor's IP address. This expanded retargeting audience includes the same site visitor across different devices (desktop, tablet, mobile, etc.) as well as other users within the household IP address.
Household Extension is an advanced prospecting technology for 1st party audience and reach expansion while still delivering targeted impressions across multiple devices in one location.
How does Household Extension enable cross-device targeting across a home network?
Household Extension targets all the devices accessing the internet from the same router or network, so a smartphone surfing the web via cellular 3G or 4G, and not the shared wi-fi, isn't targeted. Only networks with up to 15 identified devices are targeted, because any more increases the chance of unintended targeting (ex. coffee shop).
Will I target children at home based on their parents’ web browsing behavior?
Our platform is fully COPPA compliant, and our supply-side partners do not provide inventory classified as being for children, so there is no opportunity to bid or buy ad space on sites intended for children.