Facebook is rolling out new advertising features that will let marketers target entire households, ahead of the holiday ad campaign planning season.

The update, announced at a breakfast for reporters in NYC, is building off the notion that multiple members within a household can influence purchasing decisions. To accompany the update, Facebook will also provide new reporting to measure household impact, like reach, frequency and conversions.

Why it matters: Most digital advertising targets individuals based on IP addresses, leaving household targeting to TV.