Can CTV ads be targeted by state?

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Last updated: April 8, 2026

Quick Answer: Yes, CTV ads can be targeted by state, leveraging IP address geolocation and device-level data to deliver ads to viewers in specific states. For example, in 2023, 78% of CTV advertisers used state-level targeting for campaigns, with platforms like Roku and Amazon Fire TV offering granular options. This capability has grown since 2020, driven by advancements in programmatic advertising and data partnerships, enabling precise regional marketing.

Key Facts

CTV ads use IP geolocation for state targeting, with accuracy rates of 85-95% for residential IPs.
In 2023, 78% of CTV advertisers employed state-level targeting, up from 62% in 2021.
Roku and Amazon Fire TV introduced enhanced state targeting features in 2022, integrating with data providers like Nielsen.
State targeting on CTV grew by 40% in adoption from 2020 to 2023, fueled by programmatic ad spending.
CTV ad spend in the U.S. reached $25.9 billion in 2023, with state-targeted campaigns contributing significantly.

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, such as smart TVs, streaming sticks, and gaming consoles. The ability to target CTV ads by state emerged around 2018 as streaming services expanded, with early adopters like Hulu and Roku testing geo-targeting features. By 2020, the COVID-19 pandemic accelerated CTV adoption, with U.S. viewership increasing by 30%, prompting advertisers to seek more precise targeting options. State-level targeting became a standard offering by 2022, supported by data from providers like Comscore and IP location services. Historically, traditional TV ads relied on broad geographic zones, but CTV enables granular targeting due to digital infrastructure, with the U.S. CTV ad market growing from $8.1 billion in 2019 to $25.9 billion in 2023, according to eMarketer.

How It Works

State targeting for CTV ads operates through IP address geolocation, where the viewer's internet protocol address is mapped to a physical location, typically at the state level with 85-95% accuracy for residential connections. Ad platforms, such as Google's Display & Video 360 or The Trade Desk, integrate with data management platforms (DMPs) to access IP databases and device IDs, allowing advertisers to select specific states for campaign delivery. For instance, a brand might target California viewers by setting geographic parameters in a programmatic ad buy, using real-time bidding to serve ads on CTV apps like Netflix or Disney+. Additionally, device-level data from smart TVs (e.g., Vizio's Inscape) can supplement IP data, enhancing precision. The process involves ad servers matching IP ranges to state registries, with updates from organizations like the American Registry for Internet Numbers (ARIN) ensuring accuracy.

Why It Matters

State targeting on CTV matters because it enables advertisers to tailor messages to regional audiences, improving relevance and ROI. For example, political campaigns use it to reach voters in swing states, while retailers promote location-specific deals, boosting engagement by up to 25% compared to non-targeted ads. It supports compliance with state regulations, such as California's privacy laws, by allowing controlled ad distribution. In real-world applications, this targeting drives local business growth and enhances viewer experience with personalized content, contributing to the projected $40 billion U.S. CTV ad market by 2025.