Many data providers have gone way beyond collecting info about a individuals’ behaviors and background, toward mapping the social graphs of that person’s housemates, friends and relatives.

Ad tech firm AdTheorent is putting that social graph to advertising use with this week’s launch of its Relationship Targeting.

The mapped social configurations, SVP of Product Management and Business Intelligence Matthew Groner told me, include household, relatives and friends.

[Read the full article on MarTech Today.]