Sabio, the CTV-first advertising technology and data company, has announced the launch of its Household Graph within the UK. This scaled solution seeks to enhance the opportunity for targeting, activation and measurement of addressable TV within the UK streaming market.

Sabio’s proprietary Household Graph provides advertisers with a view of the streaming landscape. Mapping anonymised data points across 97 per cent of the UK population – 1.66 million UK postcodes, from a total postcode universe of 1.72 million – the platform covers 21 million streaming households.

This represents a comprehensive view into UK household streaming behaviours currently available, surpassing the typical coverage of traditional ‘walled garden’ ecosystems. Sabio says it is placed to provide this comprehensive view of CTV streaming audiences due to its ongoing investments in its full CTV tech stack – SSP, adserver, DSP – with those streaming audience insights matched to a comprehensive range of first, second, and third-party data.

The Household Graph was developed to solve the transparency gap in Connected TV. By linking data at the household and postcode level rather than tracking individual devices, the platform is fully GDPR-compliant and privacy-first.

Commenting on the announcement, Enyi Nwosu, UK lead and Global Chief Strategy Officer at UM said: “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.”

Sabio says that th nature of the Household Graph makes it the ideal entry point for brands to unlock the true potential of CTV campaigns.

DJ Agahi, Global Managing Director, Sabio, added: “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.”

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Tags: advertising, CTV, sabio