The Trade Desk GeoStore
The first priority activation path for ready-made and custom home improvement audiences.
Audiences · Home improvement
AreaSignal Audiences for Home Improvement.
Focus home improvement and DIY campaigns on postal codes with relevant housing and renovation signals, activated without user-level identifiers.
The question
Where are housing and renovation conditions most relevant for our home improvement campaign?
Home improvement demand follows the housing stock. Older buildings, detached housing, and new construction all shape what an area needs. AreaSignal ranks postal codes on those area-level signals so DIY and home improvement brands can focus spend where conditions are most relevant.
Example audiences
- Renovation context: areas with older building stock and owner-occupied housing
- New-build context: areas with recent construction activity
- Garden and outdoor: areas with a higher share of detached housing
Typical uses
Plan seasonal campaigns around stores, align digital and leaflet distribution areas, or compare regional potential before a range launch.
How it works
From brief to area-level output in three steps.
Pick an audience or share a brief
Start with a ready-made home improvement audience, or describe your product range, store network, and season.
AreaSignal ranks the areas
Postal codes are scored with area-level housing signals such as building age, housing type, and new-construction activity.
Review and activate
Review the ranked list and its drivers, then activate it through your DSP or use it for regional media planning.
Example output
What the output looks like.
| Rank | Area ID | Area | Score | Index | Percentile | Top drivers |
|---|---|---|---|---|---|---|
| #1 | 82110 | Germering | 0.80 | 133 | 93 | Building age, owner-occupied housing share, detached housing |
| #2 | 41464 | Neuss-Süd | 0.74 | 122 | 87 | Building age, detached housing |
| #3 | 73730 | Esslingen-Zell | 0.66 | 109 | 70 | New-construction activity, housing type |
| #4 | 10117 | Berlin-Mitte | 0.39 | 78 | 21 | Rental-dominated, multi-storey housing |
Delivery
How you receive it.
Adform
Adform-ready export where non-ID geo activation is supported.
CSV and S3 delivery
Ranked postal-code lists for store-area campaigns, leaflet planning, and campaign operations.
FAQ
Common questions.
Do you know who owns a home?
No. Signals such as owner-occupied housing share describe postal codes as a whole. AreaSignal does not know anything about individual households.
Can we align it with our store network?
Yes. A custom build can rank postal codes inside each store's area, so local campaigns use the same scoring as national ones.
Which signals drive the score?
Typical drivers are building age, housing type, owner-occupied share, and new-construction activity. Each area lists its top drivers.
Can seasonal campaigns use different audiences?
Yes. Garden, renovation, and energy-efficiency campaigns can each use their own weighting of the signals.
Related
Related solutions.
Audiences · Energy and EV charging
Energy and EV Charging
Rank postal codes by EV charging context, rooftop solar potential, and housing signals for energy and e-mobility campaigns, activated without user-level IDs.
Audiences · Retail, grocery, and CPG
Retail and Grocery
Find postal codes with stronger premium grocery and category potential for retail, grocery, and CPG campaigns, and activate them without user-level IDs.
Insights · Catchment analysis
Catchment area analysis
Profile the postal codes and grid cells around your stores, branches, or sites by radius or drive-time band, with the top drivers explained for every area.
Next step
Explore privacy-safe geo audiences for your next campaign.
Share your objective, market, and timing. We will help you choose a ready-made audience or scope a custom area-level build.