Ready-to-trade audience intelligence, built for digital advertising.
Covatic Socio is our socio-economic classification designed from the ground up for the way digital media is bought, sold and measured. Not retrofitted from retail. Advertising-first. IAB-aligned. Live in four markets.
Four addressable dimensions. One consistent structure.
By analysing demographics, housing, income, education, occupation and lifestyle data, Socio organises every audience into four addressable dimensions. Every Type carries all four.
Most classification data wasn’t built for the job you’re using it for.
The socio-economic classifications your ad ops team works with today were built for branch networks, high-street footfall, direct mail. Digital advertising came later, and the industry retrofitted the datasets it already had.
That retrofit costs you:
Bespoke mapping work every time you want a segment to land in OpenRTB or a DSP.
Fixed segments assigned to every postcode, whether they describe the audience or not.
A vocabulary that doesn’t line up with the taxonomy your buy-side reads.
Socio was built the other way round.
Socio stands on its own methodology, and slots into whatever configuration your stack already runs. Use Socio on its own, alongside Experian Mosaic or CACI ACORN, or in combination.
Taxonomy
Mapped natively onto IAB Audience Taxonomy 1.1. No custom mapping. Transactable in OpenRTB and Google PPS from day one.
Granularity
Tile-level trait combinations, not fixed postcode segments. Granularity where your inventory needs it, persona-level legibility where your sellers need it.
Structure
Consistent 10 Group structure across four live markets. Built by Covatic directly from national census data.
Built by Covatic, from the ground up.
Socio is built by unsupervised k-means clustering on national census data. In the US, American Community Survey block-group data. In the Republic of Ireland, 18,919 CSO Census small areas. Same methodology, calibrated per market.
Every trait is indexed against the national average. A “high-affluence” segment isn’t a label. It’s a measurable multiple of what the country actually looks like.
Legacy classifications, and Covatic Socio.
Two ways to put Socio to work.
Mapped CSV
A file mapping postcodes to their Socio Types and Groups, aligned to IAB Audience Taxonomy 1.1. Ready to onboard into your own stack. Batch onboarding, no integration required.
SocioAPI
Called at impression time, returns the list of Socio audiences related to that impression live, in the bid path. No file management, always current.
Standard taxonomies, standard integration paths, no bespoke mapping.
Fits the way your team already trades.
Standard taxonomies, standard integration paths, no bespoke mapping.
Fits the way your team already trades
IAB Audience Taxonomy 1.1 · OpenRTB · Google PPS
Walled gardens you already spend in
Meta · Amazon · Google · YouTube · The Trade Desk
Privacy-first
No cookies, MAIDs or cross-site IDs, audience signals travel without personal identifiers.
Live in four markets
Consistent methodology across every live market, calibrated per country.
Privacy-first audience intelligence, already trusted by
Run Socio against your inventory.
Book a walk-through and we’ll do it with your sellers and a typical campaign brief in front of us, not a generic demo.