Sabio launches UK Household Graph for CTV targeting

Sabio has launched a Household Graph in the UK for addressable television advertising, saying the product covers 97% of the UK streaming audience.

The tool is designed to give advertisers a view of streaming behaviour at household and postcode level across connected television. It maps anonymised data points across 1.66 million of the UK’s 1.72 million postcodes, covering 21 million streaming households.

The move comes as advertising groups seek broader measurement and targeting tools in a connected TV market that remains split across multiple platforms and data sets. Sabio said the system was built to address what it described as a transparency gap in the market.

Rather than tracking individual devices, the graph links data at household and postcode level. Sabio said this approach is intended to support GDPR compliance and a privacy-first model for advertisers using the platform.

Market visibility

The platform offers live geographic analysis through a heatmap that allows advertisers to examine regions, demographics and shifts in behaviour. Brands can also combine their own first-party data with external sources to plan and assess campaigns.

Sabio said the graph was built with support from partners including Acxiom and Aota. According to the company, census-level and transactional data can be used for both campaign targeting and measurement.

The UK launch reflects a wider shift in television consumption, with advertisers increasingly trying to follow audiences from linear broadcasting to streaming services. In that environment, media buyers have been pushing for clearer ways to understand who they reach and whether campaigns deliver results.

Enyi Nwosu, UK lead and global chief strategy officer at UM, commented on the need for more detailed measurement in streaming environments.

“As audiences rapidly transition to a streaming-first approach to consuming TV content, it is essential that brand advertisers are able to understand the audiences they are reaching, and measure the success of their campaigns. Solutions like the Sabio Household Graph enable this to happen with a much richer range of insights, at scale,” said Nwosu.

Ad tech stack

Sabio said its position in connected television advertising rests on ownership of a broader technology stack that includes a supply-side platform, demand-side platform and ad server. Those systems allow it to match streaming audience insights with first-party, second-party and third-party data.

That structure is intended to give advertisers planning, activation and measurement tools within one system. Sabio also said the Household Graph can serve as a starting point for brands entering connected television, allowing them to test campaigns in streaming before extending them into other channels.

DJ Agahi, global managing director at Sabio, described the scale of the data set as central to the product.

“The superpower of this Household Graph is its capacity for validation against the largest dataset of connected households in the market. It is an exceptional portal for advertisers to harness premium, high-quality environments across the full addressable CTV landscape. When we call this a game-changer, it isn’t an exaggeration. The insights it makes possible will propel CTV planning and delivery in the UK forward like never before,” said Agahi.

The launch adds to competition among advertising technology groups seeking to offer independent measurement and targeting tools outside large platform ecosystems. The debate has become more prominent as brands shift spending towards ad-supported streaming services and seek evidence that campaigns can be measured consistently across fragmented viewing environments.

Sabio said the Household Graph gives advertisers a national view of streaming activity that extends beyond the limits of single-platform data sets, with postcode-level coverage spanning most of the UK streaming market.