CTV Geofencing: Neighborhood & Household Targeting

CTV geofencing can mean very different things: ZIP-code targeting, a radius around a location, proximity targeting from a street address, or true household-level address activation. Those are not interchangeable capabilities.

Last verified: September 10, 2026. Location targeting, CTV inventory support and privacy thresholds can vary by platform, market, publisher and line-item type. Always validate the exact options available in the live buying interface before promising household-level or address-level delivery.

Connected TV gives advertisers the impact of television with programmatic targeting, but the phrase “CTV geofencing” is often used too loosely.

A campaign described as “household-level CTV targeting” might actually be targeting:

• a country or DMA;

• a city;

• ZIP or postal codes;

• a radius around a store;

• a proximity area centered on a street address;

• an audience associated with a household;

• or individual residential properties through a specialized addressable platform.

Those methods are not the same.

The most important planning question is therefore not:

“Can this DSP do geofencing?”

It is:

“What exact geographic object are we targeting, how is that location resolved, which CTV inventory supports it, and how precise is the platform allowed to be?”

For broader CTV planning, see AdGeeks’ Connected TV advertising solution.

CTV geofencing in one minute

Here is the practical distinction:

The key SEO and media-planning point: entering a street address into a platform does not automatically mean the campaign targets only that household.

In DV360, a street address can be used as the center of proximity targeting, but Google applies privacy thresholds to the radius. Google also explicitly says targeting based on specific IP addresses is not available in DV360.

In Amazon DSP, advertisers can now create radius targets from an address, business, point of interest, coordinates or map pin, but Amazon also applies privacy protections to precise coordinates.

True property-level address activation is a more specialized capability. For example, Simpli.fi publicly documents Addressable Geo-Fencing that converts street addresses into property-level geofences.

Sources:

• Google DV360 - Geography targeting

• Google DV360 - About targeting

• Amazon DSP - Radius targeting

• Simpli.fi - Addressable Geo-Fencing

What does “CTV geofencing” actually mean?

“Geofencing” is a useful industry term, but each DSP names and implements location controls differently.

Regional targeting

Regional targeting uses predefined geographic areas such as:

• countries;

• states or regions;

• cities;

• DMAs;

• ZIP or postal codes.

This is the simplest form of geographic targeting.

It is appropriate when the media strategy already follows recognizable market boundaries.

Radius or proximity targeting

Radius targeting starts with a point and defines an area around it.

The center can be:

• a street address;

• business;

• store;

• point of interest;

• latitude/longitude coordinate;

• map pin.

This is useful when a campaign needs to reach people near a real-world location rather than everyone inside a large city or ZIP code.

Household-level targeting

Household-level can describe several different systems.

It may refer to:

• household-based audience signals;

• cross-device identity;

• household-level reach and frequency;

• household-level measurement;

• a list of known residential addresses;

• property-level geofences.

Those should be described separately.

Household measurement is not automatically household address targeting.

A platform may be able to measure reach at household level without allowing an advertiser to upload a residential address list and target each property directly.

How DV360 location targeting works

Google currently documents two main geography-targeting types in Display & Video 360:

1. Regional targeting

2. Proximity targeting

Source: Google DV360 - Geography targeting

DV360 regional targeting

Regional targeting can include:

• states;

• cities;

• ZIP or postal codes.

Google also supports advertiser-level location lists for repeated postal-code targeting.

That can be useful for advertisers with:

• dealer territories;

• franchise regions;

• store catchments;

• hospital service areas;

• school recruitment zones;

• regional sales coverage.

DV360 proximity targeting

DV360 proximity targeting can use:

• business chains;

• individual points of interest;

• street addresses;

• latitude/longitude coordinates.

After the location is selected, the advertiser sets a radius around it.

This is the important distinction:

DV360 accepts street addresses as proximity-location inputs, but that does not make the product a property-level household-address targeting system.

Google’s privacy rules constrain how small the target can be.

DV360 minimum proximity radius and privacy thresholds

Google says the minimum allowed proximity radius depends on population density and privacy requirements.

Its current documentation states that the radius must be at least:

• 1 kilometer, and

• contain a population of at least 1,000 people.

Google also notes that some postal codes or locations may not be available because privacy standards require a targeted area of at least 3 square kilometers and a population of 1,000.

Source: Google DV360 - Geography targeting

This is why a street address should not be described as “one-house targeting” in DV360.

The address identifies the center of a qualifying proximity area.

Can DV360 target one household?

Not through the standard geography-targeting workflow documented by Google.

Google explicitly states that targeting based on specific IP addresses is not available in Display & Video 360.

Source: Google DV360 - About targeting

Google does allow a street address to be used in proximity targeting, but privacy thresholds prevent that from being interpreted as a single-home fence.

So this wording is safer:

“DV360 can use addresses, points of interest and coordinates to create privacy-constrained proximity targets.”

This wording is not safe:

“DV360 lets you target an individual home by street address.”

Does DV360 support ZIP-code targeting for CTV?

DV360 supports ZIP/postal-code geography targeting generally.

However, Google’s dedicated Connected TV documentation is more conservative: it says granular geography targeting is available for most CTV inventory through DMA or country options.

Source: Google DV360 - Connected TV targeting

That means advertisers should not assume every ZIP, postal-code or proximity option will work identically across every CTV publisher or line-item type.

Before promising a local CTV campaign, check:

• line-item type;

• inventory source;

• publisher;

• market;

• available geography options;

• reach forecast.

For very small geographies, limited CTV supply can also create underdelivery.

Google’s targeting guidance warns that smaller geographic combinations can reduce available inventory and pacing.

Source: Google DV360 - Set targeting

What CTV audiences are available in DV360?

Google says DV360 CTV campaigns can use combinations of:

• first-party audience lists;

• third-party audience lists;

• selected affinity audiences;

• selected in-market audiences;

• demographics.

Availability varies by geography and publisher.

Google also notes that first-party and third-party CTV audience compatibility has specific identifier and regional limitations.

Source: Google DV360 - Connected TV targeting

This matters because “local CTV” often works best as:

geography + eligible audience + supported CTV supply

rather than geography alone.

What does Google mean by household-level CTV?

Google has been expanding household-oriented CTV capabilities.

Its current CTV product update says DV360 is strengthening CTV audience and measurement capabilities by incorporating IP addresses and other signals in privacy-aligned ways, with the goal of improving household audience relevance and household-level outcome measurement.

The same documentation says Google is enhancing CTV audiences so marketers can reach households based on shared demographics, interests or purchase-intent signals.

Source: Google DV360 - Performance upgrades for CTV

This should not be rewritten as:

“DV360 allows advertisers to directly target any household IP address.”

Google separately states that specific IP-address targeting is not available.

The correct distinction is:

• household signals and household-oriented audience modeling can inform CTV;

• specific IP-address targeting is not an advertiser targeting option;

• address-based proximity remains subject to minimum radius and population thresholds.

How Amazon DSP location targeting works

Amazon DSP expanded its location toolkit substantially in late 2025 and 2026.

Amazon’s current radius-targeting feature lets advertisers define a location using:

• street address;

• business name;

• point of interest;

• latitude/longitude;

• map pin.

Advertisers can then define a radius around that point.

Source: Amazon DSP - Radius targeting

Amazon says each line item can contain up to 1,000 locations, with radius sizes up to 100 miles or kilometers.

A separate Amazon overview describes predefined radius areas from 2 to 100 miles or kilometers.

Source: Amazon Ads - Introducing radius targeting

Amazon DSP ZIP and postal-code targeting

Amazon DSP also supports location targeting by ZIP or postal code.

Amazon improved postal-code mapping and reporting in February 2026, providing more granular postal-code reporting across many supported markets.

Source: Amazon Ads - Improved postal code coverage

Amazon’s current campaign guidance also lists location targeting by:

• state;

• city;

• ZIP code;

• DMA;

• radius.

Source: Amazon Ads - Create an Amazon DSP campaign

Does an address in Amazon DSP mean household targeting?

Not automatically.

Amazon allows an address to define the center of a radius target.

It also states that precise latitude/longitude coordinates may be rounded or truncated to protect user privacy.

Source: Amazon DSP - Radius targeting

That is a location-targeting function.

It should not be described as proof that standard Amazon DSP radius targeting creates a property-level fence around one residential parcel.

If a campaign brief specifically requires:

• a CRM list of residential addresses;

• property-boundary matching;

• one-home-level activation;

the buying team should confirm a dedicated addressable solution rather than assuming standard radius targeting satisfies the requirement.

Amazon DSP and household-level measurement

Amazon introduced household-level measurement fields in Amazon Marketing Cloud in May 2026.

Amazon says AMC now provides:

• household ID;

• household size;

to help advertisers analyze media consumption, reach and frequency across shared devices and screens.

Source: Amazon Ads - Household-level insights in AMC

This is valuable for CTV measurement.

But again:

Household-level measurement and property-level household targeting are different capabilities.

Do not use one as evidence for the other.

DV360 vs Amazon DSP for local CTV targeting

The practical winner depends on:

• inventory;

• market;

• audience data;

• location type;

• campaign scale;

• measurement needs.

For broader platform selection, read DV360 vs Independent DSPs.

When do you need a specialist addressable platform?

If the real requirement is:

“Upload these exact household addresses and serve CTV to devices associated with those properties,”

standard ZIP and radius targeting may not be the right tool.

Simpli.fi, for example, publicly documents Addressable Geo-Fencing that converts street addresses into property-level geofences using property-boundary data and can activate CTV, video and mobile advertising against those locations.

Source: Simpli.fi - Addressable Geo-Fencing

Its CTV documentation also explicitly describes targeting by:

• trade area;

• ZIP code;

• household;

• specific geographic locations.

Source: Simpli.fi - Connected TV

That is a different proposition from entering one address as the center of a 1 km DV360 proximity radius.

ZIP targeting vs radius targeting vs household targeting

Use ZIP or postal-code targeting when

• campaign territories already follow postal areas;

• the advertiser has dozens or hundreds of local markets;

• reporting needs to align with known sales areas;

• a radius would create awkward overlaps;

• scale is more important than street-level precision.

Use radius or proximity targeting when

• distance from a store matters;

• customers are unlikely to travel beyond a defined catchment;

• the campaign supports dealerships, retail stores, branches or venues;

• predefined ZIP boundaries do not match the real trade area.

Use property-level household targeting when

• a CRM or purchased address list is central to the strategy;

• direct-mail households need to be extended into CTV;

• individual residential properties must be the activation unit;

• the advertiser needs a documented addressable workflow rather than an approximate local radius.

Local CTV use cases

Retail

Target the trade area around stores rather than an entire metro.

Useful combinations can include:

• store radius;

• local ZIPs;

• shopper audiences;

• Streaming TV inventory;

• store-visit or sales measurement where supported.

Automotive

Dealerships often need market areas tighter than a full DMA.

A radius or ZIP strategy can align media with realistic driving distance.

Amazon Ads has published a local automotive example using Amazon DSP Streaming TV to reach prospective auto buyers within a 20-mile radius of a dealership ZIP code.

Source: Amazon Ads - Programmatic video guide

Real estate

Local CTV can support:

• residential developments;

• new communities;

• relocation campaigns;

• neighborhood awareness.

But advertisers should be cautious when layering narrow geography with narrow demographic or behavioral audiences, because the available CTV universe can become too small.

Healthcare

CTV can support local hospital, clinic and service-area awareness, but healthcare advertising is subject to platform policy and audience restrictions.

Do not assume every audience-targeting method is permitted for sensitive healthcare categories.

Education

Universities and schools can use:

• feeder ZIPs;

• selected cities;

• campus radius;

• market-level CTV.

The geography should reflect where prospective students realistically live rather than simply the location of the campus.

Multi-location businesses

For restaurant, retail, fitness, automotive and franchise networks, platform location lists can reduce setup work.

But avoid creating hundreds of very small targets without checking available CTV scale.

Why extremely tight CTV targeting can fail

The smaller the geography, the smaller the eligible inventory pool.

Then add:

• audience filters;

• device requirements;

• publisher restrictions;

• dayparting;

• frequency controls;

• creative eligibility;

• deal targeting;

and the line item may become too constrained to spend.

Google explicitly warns that smaller regions such as ZIP codes can contribute to underpacing.

Source: Google DV360 - Set targeting

A more precise target is not automatically a better target.

Targeting precision only creates value when enough eligible CTV supply remains to deliver the campaign.

Geography is not proof of residence

Another common mistake is to interpret location targeting as a legal or deterministic statement about where someone lives.

Google says location targeting uses multiple signals including settings, devices and platform behavior, and that it is a best-effort system rather than a guarantee of 100% location accuracy.

Source: Google DV360 - Location targeting

For campaign reporting, this means:

• do not describe geo delivery as perfect;

• do not claim every impression belongs to a permanent resident;

• do not treat platform geo as GPS-certified household evidence;

• compare results against business outcomes.

Privacy limits matter more as geography gets smaller

CTV geofencing sits directly at the intersection of media targeting and location privacy.

The platforms deliberately limit some forms of precision.

Examples:

• DV360 proximity targeting has minimum radius and population thresholds;

• some small postal areas are unavailable in DV360;

• DV360 does not offer specific IP-address targeting;

• Amazon may round or truncate overly precise coordinates;

• CTV audience availability differs by region, publisher and identifier support.

These are not technical inconveniences to “work around.”

They are part of the platform’s privacy design.

How to plan a CTV geofencing campaign

Step 1: Define the real targeting unit

Choose one:

• market;

• city;

• ZIP;

• radius;

• address-centered proximity;

• household audience;

• actual residential address list.

Do not use the word “household” until this is clear.

Step 2: Choose the platform based on the requirement

Use DV360 or Amazon DSP when their supported geography, audience and CTV supply fit the brief.

Use a specialist addressable platform when individual property-level activation is a hard requirement.

Step 3: Check supported CTV inventory

Confirm the selected geography can actually serve across the required CTV inventory.

Do this before the media plan is approved.

Step 4: Forecast scale

Estimate:

• households or audience reach;

• impressions;

• frequency;

• spend;

• inventory availability.

If the forecast is weak, expand geography or simplify targeting.

Step 5: Separate targeting from measurement

Decide independently:

• how the audience is targeted;

• how campaign reach is measured;

• how business outcomes are attributed.

Do not assume household-level reporting proves household-level address activation.

Step 6: Validate privacy and policy

Check:

• market restrictions;

• category restrictions;

• first-party data permissions;

• consent requirements;

• location privacy thresholds.

Step 7: Build a measurement plan

Possible outcomes include:

• reach;

• frequency;

• completed views;

• site visits;

• lead generation;

• sales;

• store visits;

• household-level reach/frequency where supported.

The metric should match the business objective.

CTV geofencing planning matrix

Common CTV geofencing mistakes

1. Calling every local CTV campaign “household targeting”

A ZIP or radius is a geographic area, not one household.

2. Calling a street-address proximity target “addressable TV”

An address used as a radius center does not automatically mean property-level activation.

3. Ignoring CTV-specific inventory limitations

A geography option available elsewhere in a DSP may not behave identically across every CTV publisher.

4. Over-targeting

Too many stacked filters can destroy scale.

5. Treating household measurement as household targeting

They are separate capabilities.

6. Claiming 100% geo accuracy

Google explicitly says location targeting is best effort.

7. Promising exact IP targeting in DV360

Google explicitly states that specific IP-address targeting is unavailable.

8. Choosing the platform before defining the location requirement

Start with the business problem, then select the targeting method.

CTV geofencing launch checklist

Before launch, confirm:

• the target geography has been defined precisely;

• “household” has not been used as a vague synonym for local targeting;

• the platform supports the required geography;

• the selected CTV inventory supports the targeting;

• the market is eligible;

• privacy thresholds are understood;

• expected reach has been forecast;

• narrow targeting has not created underdelivery risk;

• audience overlays are necessary and supported;

• creative is CTV-ready;

• frequency is controlled;

• measurement is configured;

• household measurement and household targeting are described separately;

• every address-level claim matches the actual platform capability.

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