Can you upload customer lists for CTV targeting?

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Last updated: April 8, 2026

Quick Answer: Yes, you can upload customer lists for CTV targeting through platforms like The Trade Desk, Google Display & Video 360, and Amazon DSP, which support customer match features. This process typically involves hashing customer data like email addresses for privacy before uploading to target these users across CTV apps. According to eMarketer, CTV ad spending in the US reached $21.2 billion in 2022, with audience targeting capabilities driving growth. Major adoption began around 2018 as platforms integrated CRM data tools for more precise advertising.

Key Facts

CTV ad spending in the US was $21.2 billion in 2022 (eMarketer)
Customer match features for CTV targeting became widely available starting around 2018
Platforms like The Trade Desk and Google DV360 support hashed email uploads for CTV targeting
CTV households in the US reached 87% penetration in 2023 (Nielsen)
Targeted CTV campaigns can achieve 20-30% higher engagement rates than traditional TV ads

Overview

Connected TV (CTV) targeting using customer lists represents a significant evolution in digital advertising, emerging as streaming services gained mainstream adoption in the late 2010s. CTV refers to television content delivered via internet-connected devices like smart TVs, streaming sticks (Roku, Amazon Fire TV), and gaming consoles, distinct from traditional linear TV. The ability to upload customer lists for targeting became possible as advertising technology platforms developed identity resolution capabilities around 2018-2019. This innovation allowed marketers to leverage their first-party customer data (email addresses, phone numbers) to reach existing customers or lookalike audiences across CTV environments. According to eMarketer, CTV ad spending grew from $8.1 billion in 2020 to $21.2 billion in 2022 in the US alone, with audience targeting capabilities being a key driver. The technology gained particular importance with privacy regulations like GDPR (2018) and the decline of third-party cookies, making first-party data strategies essential for digital advertisers.

How It Works

The process of uploading customer lists for CTV targeting involves several technical steps. First, advertisers compile customer identifiers from their CRM systems, typically email addresses or phone numbers. These identifiers are then hashed using secure algorithms like SHA-256 to protect privacy before upload. The hashed data is uploaded to a demand-side platform (DSP) such as The Trade Desk, Google Display & Video 360, or Amazon DSP, which support customer match features. The platform matches these hashed identifiers against its own user graphs to identify which CTV devices belong to those customers. When a match is found, the platform can serve targeted ads to those specific households across various CTV apps and services. Advanced platforms also enable lookalike modeling, where they identify users with similar characteristics to expand reach. The entire process typically takes 24-48 hours for matching and activation, with most platforms providing reporting on match rates (usually 40-70% depending on data quality) and campaign performance metrics.

Why It Matters

Customer list targeting for CTV matters because it enables precision advertising at scale in the growing streaming television market. With 87% of US households having CTV capability (Nielsen 2023), this approach allows brands to reach specific customer segments with relevant messaging, achieving 20-30% higher engagement rates than traditional TV ads. It's particularly valuable for retargeting existing customers, upselling/cross-selling, and reducing ad waste. For example, a retailer can target recent purchasers with complementary products, or a subscription service can reach lapsed users with reactivation offers. This capability has become essential as consumers shift from linear TV to streaming, with the average US viewer now spending over 3 hours daily with CTV content. The technology also supports measurement of offline conversions, helping advertisers connect CTV exposure to in-store purchases or other real-world actions.