DV360 can now match your first-party audiences to Connected TV using household signals, well beyond where the feature started in the US.
Most organizations have spent years building real first-party data. Donor files, customer lists, CRM segments built up through actual relationships.
On phones and laptops, putting that data to work has become fairly routine. On the TV screen, it hasn’t, and the TV screen is where more and more viewing now happens.
The problem is structural. A phone usually belongs to one person. A connected TV belongs to a household, with rarely one clean identity to match a CRM record against. Even brands with strong first-party data have often found very little of it usable once someone sits down in front of the biggest screen in the house.
DV360’s 1P Audience Targeting for Connected TV is built to close that gap. It launched in H1 2026 and is live across global markets, with the current exception of the UK, the EEA, and Switzerland.
How first-party audience targeting on CTV works
Instead of chasing an individual match that CTV can’t really offer, DV360 works at the level CTV actually operates on: the household. It uses household signals to connect your first-party audiences to the CTV devices in that home, expanding reach well past where the capability started.
It’s also built around how people actually watch TV. Several people often share the same screen, so the targeting can reach multiple co-viewers in a household, not just the one person on your list.
What this opens up
More of your first-party audience becomes addressable on CTV, so your most valuable segments aren’t stuck on smaller screens anymore. Because households often watch together, a single match can reach more than one person from one impression. And the audience strategy you’ve already built for digital can finally extend into streaming TV instead of stopping at the living room door.
There’s a creative angle worth thinking about too. Since the match happens at the household level, your message may land with the person in your CRM and with everyone who shares that screen with them. Writing for a household, rather than assuming a single viewer on the other end, is worth building into the creative itself.
Your first-party data used to stop at the TV. In eligible markets, it doesn’t have to anymore.
1P Audience Targeting for CTV is live in DV360 across eligible global markets, excluding the UK, the EEA, and Switzerland.
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