About Blockgraph Proxmity

Blockgraph is a privacy-safe household identity and data connectivity platform built for the TV and premium video ecosystem. It acts as a secure intermediary that connects data from multiple providers and advertisers, enabling household-level audience creation, first-party data enablement, and its proprietary Proximity Audiences capability without exposing raw customer data. By pairing real geography with a privacy-forward identity layer, Blockgraph helps advertisers and publishers unlock more precise local targeting and measurement while protecting data ownership and consumer privacy.

Core Capabilities

• Proximity targeting that builds household-level audiences based on geographic closeness to physical business locations, using custom radii from 1–50 miles
• Flexible coverage options that support single-market, multi-region, and national footprints, so brands can right-size proximity segments to their store or branch network
• Conquesting capabilities that let advertisers construct audiences around competitor locations, enabling them to win share in overlapping trade areas
• Exclusive to FreeWheel, users can start fast by selecting from a library of 90+ pre-built retailer and brand proximity segments and direct activation into Buyer Cloud and Audience Manager

Challenges We're Solving

• Geo-targeting based on blunt ZIP codes, DMAs, or census-based proxies often misses true trade areas and wastes impressions outside local markets
• Brands with physical locations struggle to scale consistent, hyper-local targeting across hundreds of stores, dealerships, branches, or service areas
• Many solutions depend on mobile location data and inferred demographics, limiting precision and raising privacy concerns; Blockgraph Proximity avoids demographic proxies and mobile location dependence by focusing on real geography and household-level identity

Client Value

• Drive more foot traffic by reaching households that actually live near your stores, dealerships, branches, or clinics—not just devices passing through broad geo areas
• Reduce wasted impressions with radius-based audiences that align to true trade areas rather than coarse ZIP or DMA boundaries
• Capture competitive share by building proximity audiences around rival locations and activating tailored, local messaging in TV and streaming
• When activated through FreeWheel’s robust identity graph, advertisers can reach these proximity audiences consistently across households, devices, and screens, improving match rates, frequency control, and campaign relevance without sacrificing privacy