Household ID™ Digital Advertising

Viant’s Household ID™ Technology is a cookieless identity solution designed to help advertisers reach and measure audiences at the residence level. Rather than relying on third-party cookies, it uses a combination of deterministic and probabilistic data signals—such as IP addresses, device IDs, and offline data—to create a privacy-conscious identifier that may enhance audience targeting and measurement.

By linking multiple devices within a household, Household ID™ Technology can help improve cross-device marketing efforts across connected TV (CTV), mobile, and desktop. This approach may allow advertisers to refine audience insights and campaign attribution while adapting to a digital landscape with evolving privacy regulations.

Household ID™ Technology is designed to help advertisers reach audiences more effectively across multiple devices within a household. This approach can support more consistent ad delivery across CTV, desktop, and mobile, creating a more seamless consumer experience.

Additionally, by enabling first-party data integration, Household ID™ Technology can support advertisers in optimizing ad frequency, refining audience segmentation, and personalizing messaging based on residence-level behaviors. This may result in improved audience engagement and campaign performance when compared to traditional, fragmented targeting methods.

Unlike traditional cookie-based targeting, which is increasingly limited due to privacy regulations and browser restrictions, Household ID™ Technology operates without third-party cookies. Instead, it uses residence-level identifiers that help provide advertisers with a more privacy-conscious approach to reaching and measuring audiences.

While cookie-based tracking is often fragmented across devices and browsers, Household ID™ Technology aims to provide a more unified view of residence interactions with ads. This can help advertisers improve cross-device continuity while adapting to an industry that is shifting away from third-party cookie reliance.

Yes, Viant’s Household ID™ Technology is designed to support both digital and CTV advertising. It can help enable advertisers to reach audiences across programmatic display, mobile, and CTV while maintaining a more cohesive brand experience across different screens.

As CTV and streaming continue to grow, Household ID™ Technology may offer advertisers a way to engage streaming audiences more effectively, even as traditional identifiers such as cookies and mobile ad IDs become less reliable. This makes Household ID™ Technology a potential tool for advertisers looking to enhance their omnichannel strategies.

Household ID™ Technology can potentially benefit a wide range of industries that rely on cross-device targeting, including retail, automotive, CPG, entertainment, financial services, and healthcare. These brands often seek ways to deliver relevant messaging to multiple household members across digital and CTV platforms.

For advertisers focused on CTV and digital campaigns, Household ID™ Technology can help provide better ad sequencing, audience reach, and measurement capabilities. Whether brands are looking to build awareness, drive e-commerce conversions, or optimize media spend, Household ID™ Technology could serve as a helpful tool in achieving those goals.