AdTheorent launches relationship targeting for advertisers

AdTheorent, a machine learning platform focused on advertising solutions, has announced its latest product: Relationship Targeting. This new approach utilizes the influence of human relationships to guide consumer behavior and drive specific actions for advertisers.

The product is based on the premise that recommendations from family, co-habitants, and friends significantly impact purchasing decisions. AdTheorent's algorithms analyze user location patterns to identify groups with real-world connections. The platform's Cross-Environment Map connects over 740 million device IDs across more than 92 million U.S. households, enabling the identification of family members and friends.

Initial campaign results have indicated a strong positive correlation between the number of influencers reached and the response rate from the target audience. A specific campaign for a large automotive client exceeded previous benchmarks in ad engagement, conversion rates, and purchase consideration. The data showed that conversion rates were over 33% higher for in-market shoppers who had six or more connections exposed to the advertisements, compared to those with only one connection.

Matthew Groner, SVP of Product Management and Business Intelligence at AdTheorent, stated that the Cross-Environment Map allows for mapping devices to physical locations to identify and reach family members and co-habitants. He added that Relationship Targeting offers advertisers an opportunity to leverage group influence through real-world connections to achieve better results.