Household Graph

The Short Answer

A household graph groups individual consumer profiles that live at the same address into a single family or household unit. It is used to model shared purchasing behavior, avoid duplicate outreach to the same home, and build audiences around household-level attributes like family size or homeownership rather than a single individual.

How It Works

Individual profiles are grouped by verified shared address, then cross-referenced against attributes like last name and known family relationships to confirm the grouping represents an actual household rather than, for example, roommates or a past resident.

Why It Matters

Household-level targeting avoids sending the same offer to multiple people at one address and supports use cases like home-related marketing, where the buying decision is made by a family rather than a single individual.