On the other end, Xaxis targets users using data from TV audience measurement firm Kantar, which taps into about 1 million U.S. TV households. This could tell Xaxis, for example, which viewers index high for consuming television dramas or live vocal competitions.
The campaigns are only designed to reach connected devices on a home Wi-Fi, rather than those who are on mobile devices, Finnegan says. "We want to reach people who are stationary and if they are on Wi-Fi we can assume they are hanging out at home," he notes.