What is the Household Graph?

The Household Graph (HH Graph) is the ultimate security checkpoint. This graph maps the relationships between all internet-connected devices within a household—such as mobile phones, desktops, and Connected TVs—logging their advertising exposures. This enables precise, scalable audience resolution and allows marketers to track cross-device consumer behavior after the ad exposure.

Using household internet connections, IP addresses, and Bluetooth, the HH Graph stitches together different device IDs into a single household profile. This intelligence enables advertisers to target CTV and Bluetooth devices using first, second, and third-party data while also gaining visibility into cross-channel activities for accurate attribution.

EMG uses the HH Graph for both targeting and attribution, offering granular insights into household-level user behavior.

Targeting:

The HH Graph is crucial for effective audience targeting. It helps Demand Side Platforms (DSPs) determine if a CTV or Bluetooth device ID matches a user ID in our target audience segments, which are typically built from mobile, desktop, or tablet data. In essence, the HH Graph acts like a bouncer—instantly determining whether a household qualifies to receive a CTV or streaming audio ad based on its match to an audience ID in our system. No underage IDs allowed!

Attribution:

On the attribution side, the HH Graph enables EMG to track deterministic, cross-channel attribution. By monitoring activities across all household devices, EMG can link conversions—both online and offline—to the original streaming ad exposure. For offline attribution, geographic tracking technology records dealership visits, while online attribution is captured via tracking pixels that log website interactions. The HH Graph matches these conversion events from other household devices back to the household’s CTV or audio devices that served the initial ad, creating a seamless attribution chain.

The Process: How It Works

1. The HH Graph tracks all internet-connected devices in a household, continuously updating as new devices are added and new ad exposures are logged.
2. A consumer completes a dealership’s streaming ad on a CTV or audio device.
3. The HH Graph logs this ad exposure.

Offline Attribution:

4. Later, a mobile device from the HH Graph visits a dealership and triggers a geo-fence breach.

5. The visit is logged and matched to a user ID in the campaign.

6. The dealership walk-in is attributed to the streaming ad.

Online Attribution:

4. Later, a device from the HH Graph visits the dealership’s website, which is equipped with an EMG tracking pixel.

5. The website visit is logged, and the HH Graph links the device’s user ID to the campaign.

6. The website visit is attributed to the streaming campaign.

The Household Graph simplifies identity resolution and cross-channel attribution by matching streaming device IDs to audience user IDs. It offers advertisers complete digital control and transparency, enabling precise tracking of real-world results. Dealerships can effectively reach high-value consumers on streaming and see exactly how their campaigns drive sales and leads, while EMG collects the data needed for continuous optimization.

To precisely target in-market auto buyers on streaming and follow their journey to purchase, contact EMG today.