Co-viewing on Connected TV allows advertisers to reach multiple viewers within a household through a single impression, significantly increasing campaign efficiency. Platforms like Starti use AI-driven attribution and household identity graphs to connect ad exposure with real conversions, helping brands optimize summer campaigns by capturing incremental reach, improving targeting accuracy, and maximizing return on ad spend across devices.(Edited on June 8, 2026)<\/p>\n
Co-viewing occurs when multiple people watch content together on a single Connected TV device, typically within the same household. This behavior is especially common during summer when families and Gen Alpha audiences spend more time streaming together.<\/p>\n
For advertisers, this transforms one impression into multiple exposures. Instead of reaching a single viewer, campaigns can influence both decision-makers (parents) and influencers (children) simultaneously. This dual impact increases brand recall, purchase intent, and overall campaign effectiveness.<\/p>\n
Starti leverages this behavior by identifying co-viewing households and applying multipliers to better reflect true reach and engagement.<\/p>\n
Starti measures co-viewing through a combination of deterministic signals and cross-device attribution models. Its OmniTrack Attribution system connects CTV ad exposure directly to downstream actions such as app installs, purchases, and store visits.<\/p>\n
Key components include:<\/p>\n
Household identity graphs that map multiple devices within a home.<\/p>\n<\/li>\n
IP-based matching to connect CTV impressions with mobile or desktop actions.<\/p>\n<\/li>\n
Extended attribution windows (3\u20137 days or longer) to capture delayed conversions.<\/p>\n<\/li>\n<\/ul>\n
This approach ensures that conversions influenced by shared viewing are accurately credited, rather than overlooked by traditional single-device tracking.<\/p>\n
To fully capitalize on summer co-viewing trends, Starti integrates AI-driven optimization and creative flexibility into campaign execution.<\/p>\n
SmartReach AI analyzes over 90 behavioral and demographic signals to target high-conversion households.<\/p>\n<\/li>\n
Dynamic Creative Optimization generates multiple ad variations tailored to both children and parents.<\/p>\n<\/li>\n
Time-of-day optimization prioritizes peak co-viewing periods such as evenings and weekends.<\/p>\n<\/li>\n<\/ul>\n
Example: A family-focused app campaign using Starti\u2019s SmartReach AI increased installs by 47% while reducing cost per install by 31% within weeks by focusing on co-viewing households.<\/p>\n
Traditional CPM models charge advertisers for impressions regardless of results. In contrast, Starti\u2019s outcome-based model aligns costs with actual performance, such as installs or purchases.<\/p>\n
Pricing Model Comparison<\/p>\n