1. Help Center
  2. Sell
  3. TradeDesk Guidelines

How Can Streaming TV - Large Screen Devices Accomplish Demographic or Behavioral Targeting?

Regarding demographic and behavioral targeting for CTV devices, it is important to keep in mind that these devices are shared among a household.  The DSP can determine if one of the users in a household falls into the desired target audience; however, it does not have the ability to serve ads based on which exact user is sitting in front of the TV. CTV can be thought of as a one-to-many medium in that sense when multiple people are living in a household.

That being said, there are some things the DSP can do to prevent from reaching the unintended user in a household. For example, you could target users based on which demographics or behaviors that are more likely to view that specific content. This tactic is pretty standard and in line with linear TV buying. In addition, if you wanted to ensure you are not serving ads to any households with users age 60+ (for example), you can exclude them from your audience targeting. Please note, this could potentially cut your reach because it’s possible you could miss out on users who may be living in that household that are under 60, but it would be the most effective way to exclude that age range from your targeting.