Can you target by in-market segments on CTV?

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Last updated: April 8, 2026

Quick Answer: Yes, you can target by in-market segments on CTV, though capabilities vary by platform and require specific data integrations. For example, Roku's OneView platform offers in-market targeting using first-party data from over 70 million active accounts, while Amazon's Fire TV leverages purchase intent data from Amazon's e-commerce ecosystem. According to eMarketer, CTV ad spending in the US reached $25.9 billion in 2023, with advanced targeting capabilities like in-market segments driving growth. Platforms typically use deterministic data (like purchase history) combined with probabilistic modeling to identify users actively researching or intending to buy specific product categories.

Key Facts

CTV ad spending in the US reached $25.9 billion in 2023 according to eMarketer
Roku's OneView platform uses first-party data from over 70 million active accounts for targeting
Amazon Fire TV leverages purchase intent data from Amazon's e-commerce ecosystem
In-market segments typically identify users within 30-90 day purchase consideration windows
Deterministic data (like purchase history) combined with probabilistic modeling enables CTV targeting

Overview

Connected TV (CTV) advertising has evolved significantly since the early 2010s, growing from basic demographic targeting to sophisticated audience segmentation capabilities. The rise of streaming platforms like Roku (launched 2008), Amazon Fire TV (2014), and Apple TV (2007) created new advertising inventory outside traditional linear TV. By 2020, CTV adoption accelerated dramatically, with over 80% of U.S. households having at least one CTV device according to Nielsen. This shift prompted advertising technology companies to develop more advanced targeting solutions, including in-market segments that identify users actively researching or intending to purchase specific products. The CTV advertising ecosystem now includes demand-side platforms (DSPs), data management platforms (DMPs), and identity resolution technologies that enable precise audience targeting previously only available in digital channels.

How It Works

In-market targeting on CTV operates through a multi-step process that begins with data collection and segmentation. First, data providers aggregate signals from various sources including purchase transactions, website visits, search queries, and app usage to identify users in active consideration phases for specific product categories. This data is then matched to CTV device IDs or IP addresses using identity graphs that connect multiple identifiers across devices. When an ad impression becomes available on a CTV platform, the ad decisioning system evaluates the user's profile against in-market segment definitions (typically users within 30-90 day purchase windows) and serves relevant ads in real-time. Platforms like Roku's OneView use deterministic first-party data from user account registrations and viewing behavior, while other solutions incorporate third-party data partnerships. The entire process happens within milliseconds during ad breaks, with measurement pixels tracking subsequent website visits or conversions to validate targeting effectiveness.

Why It Matters

In-market targeting on CTV represents a significant advancement for advertisers seeking to reach consumers during critical purchase consideration phases. This capability enables more efficient ad spending by reducing waste on audiences not currently in the market for specific products, with some platforms reporting 30-50% higher conversion rates compared to demographic-only targeting. For consumers, it means more relevant advertising experiences during streaming content, though it raises privacy considerations that platforms address through opt-out mechanisms and data minimization practices. The technology also bridges the gap between traditional TV's broad reach and digital advertising's precision, creating new opportunities for performance marketing in the living room. As CTV continues to capture viewing time from linear TV (projected to surpass linear viewership by 2025), these targeting capabilities will become increasingly essential for effective media strategies across automotive, retail, travel, and other consideration-heavy verticals.