Overview
Residential Targeting allows advertisers to reach audiences on their devices at home using first-party (1P) mailing lists or CRM data. By matching your physical address list with our parcel data, GroundTruth creates a custom Residential Location Group (RLG). This allows you to connect directly with residents across Mobile, Desktop, CTV, and OTT in a privacy-compliant manner.
Clarification on Individual Rights
To utilize Residential Targeting, the advertiser must demonstrate independent rights to target the residences.
Definition: Households must have "opted in" to receive marketing from your entity (e.g., CRM data, loyalty programs, or 1P mailing lists).
Prohibited: Purchased address lists where the household owner has no knowledge of the entity are not permitted.
Benefits of Residential Targeting
Swift Turnaround: Reach customers on devices with timelines drastically shorter than traditional direct mail.
Omnichannel Reinforcement: Amplify messaging from other channels (email, billboards, or print) while consumers are at home.
Real-Time Connection: Serve offers that impact consumers most during high-intent home hours.
Technical Guardrails & Requirements
To ensure campaign integrity and consumer privacy, Residential Targeting operates under a specific set of technical and legal parameters. GroundTruth utilizes 1st-party data to match provided addresses against high-fidelity parcel data; however, because residential locations are considered sensitive, certain standard platform features, such as real-time visitation tracking, are restricted to protect household privacy.
Country Availability: This feature is available for US-based campaigns only.
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Address Volume & Matching: A minimum of 100 addresses must successfully match our parcel data for the Location Group to be generated.
To account for invalid entries or poor parcel coverage, we recommend a starting list of at least 500 addresses.
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Privacy & Data Restrictions:
No Visitation Tracking: For privacy purposes, visitation tracking to residential location groups is strictly prohibited. You may use non-residential location groups (e.g., your actual store locations) to measure the impact of the campaign.
No Retargeting: Building retargeting audiences (re-messaging users who were served an ad at home) is not available when using residential location groups.
PII Compliance: No personally identifiable information (PII) beyond the physical address should be shared. Ensure your file contains no names, phone numbers, or email addresses before submission to GroundTruth systems.
Manual Updates: Because these location groups are built from custom, static 1P lists, they do not automatically update. Any additions to your customer list require a new file submission and a new Location Group build.
Rate Card & Budgeting
To achieve optimal reach and delivery, follow the rate card below. These budget requirements are exclusive to the residential tactic. Any additional tactics used within the same activation should use their own dedicated budget to maintain performance standards.
| Initial Address Range | Minimum Campaign Budget |
|---|---|
| Up to 500 | $500 |
| 501 - 1,000 | $750 |
| 1,001 - 2,500 | $1,000 |
| 2,501 - 10,000 | $3,000 |
| 10,001 - 50,000 | $5,000 |
| 50,001 - 100,000 | $10,000 |
| 100,001 - 250,000 | $20,000 |
| 250,001 - 500,000 | $30,000 |
| 500,001 - 1,000,000 | $40,000 |
| 1,000,000+ | $50,000 |
How to Submit Address File
Share postal addresses in a file .txt file using a comma-separated, single-line format. Do not include headers. Example format:
189 N Bernardo Ave, Mountain View, CA, 94043
4624 Cheeney St, Santa Clara, CA, 95054
Reach out to your GroundTruth representative or selfservehelp@groundtruth.com to receive a template file.
Best Practices for Campaign Success
- Target as an Audience: While you can target residential segments as "On-Premise," we recommend Audience Targeting to ensure maximum scale and delivery.
- Campaign Structure: Set up residential targeting as its own campaign with a dedicated budget. With it's own campaign, set up one ad group as On-Premise and the second ad group as Audience.
- Duration: A minimum duration of 1 month is suggested to allow the audience to build and stabilize.
- Budget: The budget should be in accordance with the scale of the audience (i.e., if you have a list of 100k addresses, then you should put at least $5k - $10k).
- Video Only Best Practice: Use audience targeting for Mobile Video/OTT, and on-premise/in-store for CTV.
FAQ
- Does GroundTruth provide reporting by individual address? No. To protect consumer privacy, reporting is aggregated; we do not provide performance data for specific households.
- Can I measure store visits from Residential Targeting campaign? While you cannot track visits to the residences, you can measure how many people saw your ad at home and subsequently visited your physical store locations.
- Can I target apartment buildings or complexes? For these locations, we recommend using a minimum 1-mile geofence (Geotargeting tactic) rather than a residential address list for better scale and performance. You can then measure visits to the building/complex (Note: make sure to request semi-sensitive enablement from your GroundTruth representative).
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