Covatic has announced the launch of Covatic Sense, a privacy-first solution that fundamentally transforms the connected TV (CTV) value proposition by delivering true person-level targeting and measurement.

For decades, TV advertising has relied on the "household proxy", targeting the location rather than the viewer. This "blind spot" has resulted in significant wasted ad spend, ineffective frequency capping, and a migration of budget toward digital platforms that offer individual targeting.

Covatic Sense solves this by installing a lightweight SDK directly onto the Set-Top Box or TV OS. Using Network Presence Detection, it analyses standard Wi-Fi signals to detect in real-time which devices (and therefore which distinct but anonymous people) are currently in the room.

Key technical capabilities:

• Passive detection: The solution senses which mobile phones are present on the local network to verify viewer presence. It achieves this without cameras, microphones, login screens, or requiring users to install an app.
• Census-level data: Unlike panels that rely on small sample sizes, Covatic Sense provides granular data for every enabled household, replacing "probabilistic guessing" with "deterministic reality" at scale.
• Private-by-design: All data is processed at the Edge (on the device). No personal data ever leaves the TV; only anonymous audience cohort codes (e.g., "auto intender") are sent to the ad server.

For media buyers, this unlocks digital-grade precision on the big screen, enabling true individual frequency capping and accurate attribution. For TV Operators and OEMs, it increases inventory value by allowing them to sell verified "human" audiences rather than generic "household" impressions.

"For too long, the industry has accepted that TV measurement and targeting is just a 'best guess'. With Covatic Sense, we are proving that TV can compete with any advertising platform offering digital-level precision on top of the high-quality, trusted environment advertisers have always valued," says Daniel Pike, CPO of Covatic.

Covatic Sense is available immediately for integration with TV OEMs and Operator platforms globally.

Covatic

Covatic helps online publishers, media companies, and brands better target advertising while protecting their users' privacy. Our platform allows them to identify and address their entire audience without cookies or personal identifiers. It wor...

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