Sabio Launches UK’s Most Comprehensive Real-Time Household Graph, unlocking the full potential for Addressable TV

LONDON – 27 May 2026: SABIO, the CTV-first advertising technology and data company, today announces the launch of its Household Graph within the UK. This scaled solution will redefine the opportunity for targeting, activation, and measurement of addressable TV within the UK streaming market.

Sabio’s proprietary Household Graph provides advertisers with an unparalleled view of the streaming landscape. Mapping anonymised data points across 97% of the UK population – 1.66 million UK postcodes, from a total postcode universe of 1.72 million – the platform covers 21 million streaming households.

This represents the most comprehensive view into UK household streaming behaviours currently available, surpassing the typical coverage of traditional “walled garden” ecosystems. Sabio is uniquely placed to provide this comprehensive view of CTV streaming audiences due to its ongoing investments in its full CTV tech stack – SSP, adserver, DSP – with those streaming audience insights matched to a comprehensive range of first, second, and third-party data.

The Household Graph was developed to solve the transparency gap in Connected TV. By linking data at the household and postcode level rather than tracking individual devices, the platform is fully GDPR-compliant and privacy-first.

Key features of the Graph include:

• Extensive Reach: Coverage of 21 million households, providing a responsive and detailed map of the UK’s addressable CTV market.
• Real-Time Intelligence: A live heatmap allowing advertisers to analyse geographic regions and target demographics, and assess behaviour shifts.
• Strategic Partnerships: Built in collaboration with industry leaders including Acxiom and Aota, census-level and transactional data can be used to both target and measure CTV campaign activity.
• Bespoke Planning: Advertisers can integrate their own first-party data sources to build unique, high-performance campaigns tailored to specific outcomes.

Commenting on the announcement, Enyi Nwosu, UK lead and Global Chief Strategy Officer at UM said: “As audiences rapidly transition to a streaming-first approach to consuming TV content, it is essential that brand advertisers are able to understand the audiences they are reaching, and measure the success of their campaigns. Solutions like the Sabio Household Graph enable this to happen with a much richer range of insights, at scale.”

The comprehensive nature of the Household Graph makes it the ideal entry point for brands to unlock the true potential of CTV campaigns. It facilitates greater and more granular measurement options, and also makes it possible for advertisers new to the medium to trial campaigns through streaming platforms before extending approaches to other channels.

DJ Agahi, Global Managing Director, Sabio comments, “The superpower of this Household Graph is its capacity for validation against the largest dataset of connected households in the market. It is an exceptional portal for advertisers to harness premium, high-quality environments across the full addressable CTV landscape. When we call this a game-changer, it isn’t an exaggeration. The insights it makes possible will propel CTV planning and delivery in the UK forward like never before.”

Sabio’s end-to-end tech stack, encompassing SSP, DSP, and AdServer, provides advertisers a complete offering across Connected TV. With real transparency and a focus on premium, high-quality environments, Sabio creates one of the most compelling CTV propositions in the market as demand continues to shift from linear television to connected screens.

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