Product · Home Ads
Home Ads — Reworked.ai's Direct-to-Home Ads — are the digital twin of direct mail: your ads served inside the exact households your marketing intelligence platform scored, on streaming TV, phone, laptop and tablet. No cookies. No lookalikes. Only the homes you chose.
THE SHORT ANSWER
Home Ads match each street address on your scored list to that household's IP — deterministically, with the ISP, at roughly 95% accuracy versus a ~13% industry average for third-party IP data — then serve your ads on every screen inside: streaming TV, phone, laptop, tablet. Google and Meta target people who resemble buyers; this targets the house.
~95%
deterministic household match, ISP-sourced
~13%
average accuracy of third-party IP data (CIMM/Truthset)
24 hrs
from launch to ads live — timed before the mail lands
4 surfaces
display, streaming TV, online video, native
The problem with audience ads
Google and Meta sell you people who resemble a buyer — interests, lookalikes, cookies. Most of those impressions land on the wrong house, and you pay anyway. When you already know the exact homes that need a roof, targeting an “audience” is throwing away the one thing you paid for: the address.
Built to run with your mail
Home Ads launch from the same campaign setup as your mailers — same audience, same creative themes (Replacement, Storm, Rejuvenation, Estimate), one brand kit auto-rendered across all four surfaces. Ads are timed to start before the letter lands, so the mail reads as a follow-up from a company the homeowner already recognizes. Known brands get opened; strangers get tossed.
Not all IP targeting is equal
Most vendors selling “IP targeting” are guessing which house they're hitting: across six major third-party providers, household-match accuracy averaged roughly 13% (4–18% range) against ISP ground truth in a CIMM / Go Addressable / FreeWheel benchmark analyzed by Truthset (Nov 2025). Reworked.ai's match is ISP-sourced and deterministic — about 95% — and it's validated against your list before your budget moves.
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How address-level targeting works
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Your scored list — real street addresses, the same homes Betty scored (or any list you've pulled).
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Address → household IP — resolved with the ISP. Deterministic, never modeled. Validated on your list before a dollar is spent.
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Every screen inside — display banners, streaming TV, online video and native ads, live within 24 hours.
Frequently asked questions
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