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Third-party data has become the cornerstone to improve marketing effectiveness across all types of online and offline media. Consumer packaged goods (CPG) marketing faces a challenge when utilizing this data, as sales are often made through distributors such as grocery stores or mass merchandisers rather than directly to consumers. Without customer data files that can be enriched for insight, CPG companies often base marketing decisions on custom market positioning studies, surveys and generic consumer personas. These solutions can be quite expensive and prove difficult to develop a targeted marketing program. Optimize your CPG marketing strategy We have a team of experts that leverage the wealth of our database of thousands of attributes covering more than 300 million U.S. consumers and 130 million U.S. households—to identify the demographics and attitudes of a CPG target consumer using syndicated, mobile location, social media, and online behavioral data. We help connect various data points to provide CPG marketers with the ability to identify likely consumers, generate actionable marketing insight, and enable targeted advertising to these consumers that increases brand awareness and drives purchase behavior. Identifying likely consumers for consumer packaged goods To gain marketing insight about your customers, you need to identify consumers who are actively engaged with your brand, and compare them against non-engaged consumers, or consumers engaged with rival brands. Experian uses syndicated and digital actions data to identify these consumers and understand their characteristics. With digital actions data, we leverage search terms and landing pages relevant to your brand. We use our linking capabilities to identify the perfect target audience for your marketing initiatives. For example, we leveraged syndicated data that showed consumer preference for frozen meals based on household characteristics. This enabled our client to better understand the market size and attributes of its active consumers. Actionable CPG marketing insight Once marketers identify who their optimal target consumer is, they can begin to understand their ideal audience and compare it to consumers of competitive brands. This helps identify key demographics and psychographics that over-index to users of the brands compared to the population. As a result, you can gain a much better understanding of the demographics, life stage and lifestyle of your target consumer. We also help you to better inform your marketing communication and media and distribution strategies by identifying the channels your ideal audience is most likely to be found. Getting back to our example, consumers of frozen foods were found more likely to be females between the ages of 35-54 with busy families. They had multiple children in the home and participated in family activities, like zoos and fast-food dining. We were then able to identify the digital channels they were more actively engaged with and determine factors that influence their decision-making, such as product quality or consumer testimonials. By gaining insight into your target audience, you can create digital communication focused on specifics, like an active family looking for a quality meal. Turning insights into action by enabling targeted advertising With a better understanding of your target consumer, and the insight needed to catch their attention, you can unify your ideal target audience and serve advertising that builds brand awareness and increases conversion. Our Custom Analytics team uses advanced analytical techniques to create custom consumer personas. Our database of 130 million U.S. households is scored with a proprietary algorithm created specifically for your organization and creates audiences that are pushed to the preferred marketing channel of your target consumers. Leveraging our ConsumerView database, we can easily enable direct communication to your targeted consumers (such as our example that identified consumers of frozen food and their preferred channels) through direct mail, email, digital display, social media and mobile channels. We work directly with agencies to deploy an audience to a destination and can manage a campaign for our CPG clients. We can even help you determine campaign success by measuring campaign performance versus a relevant control, and profiles converters to help you see gains made in brand awareness to target consumers. These services give you the ability to test an advertisement directly to targeted consumers, measure the effectiveness of the advertisement, then plow back the learnings into future campaigns, enabling greater consumer brand awareness and conversion while managing marketing effectiveness. Experian is here to help We have worked extensively with a variety of CPG companies to improve marketing effectiveness and drive brand awareness. We can help your organization take your marketing campaigns to the next level. Our data assets and advanced analytics generate actionable insights that enable you to identify and communicate with consumers more effectively. For more information about how we can help your organization gain valuable insights to identify your ideal customers and the best channels to reach them, contact us. Get in touch
Tapad, part of Experian, integrates with AcuityAds' current offering will complement cross-channel capabilities for brands and agencies in the U.S. and Canada NEW YORK, Jan. 23, 2020 /PRNewswire/ -- Tapad, a global leader in digital identity resolution, has partnered with AcuityAds, a technology leader that provides targeted digital media solutions for advertisers to connect intelligently with audiences. The partnership will enhance AcuityAds' existing cross-device solution, especially with respect to its cross-channel Connected TV offering. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment AcuityAds' own cross-device data set for enhanced marketing capabilities across their Demand Side Platform (DSP). For AcuityAds, this provides customers with unduplicated reach across desktop, tablet, mobile and CTV devices - while augmenting their video offering. Tom Woods, Vice President of Products at AcuityAds commented, "With increasing marketing complexities, consumer device usage and new data regulations, our decision regarding the partnership was an important one. The Tapad Graph's privacy-safe identifiers for consumer notice and choice, as well as the ability to opt-out at any point, were critical factors in our decision who to partner with." Chris Feo, Senior Vice President, Strategy and Partnerships at Tapad added: "Our integration with AcuityAds' DSP should not only help marketers within North America optimize current cross-device campaign initiatives and performance, but also increase reach across additional digital screens long term. We are excited to expand our partnership with AcuityAds." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About AcuityAds AcuityAds is a leading technology company that provides marketers a powerful and holistic solution for digital advertising across all ad formats and screens to amplify reach and Share of Attention® throughout the customer journey. Via its unique, data-driven insights, real-time analytics and industry-leading activation platform based on proprietary Artificial Intelligence technology, AcuityAds leverages an integrated ecosystem of partners for data, inventory, brand safety and fraud prevention, offering unparalleled, trusted solutions that the most demanding marketers require to be successful in the digital era. AcuityAds is headquartered in Toronto with offices throughout the U.S., Europe and Latin America. For more information, visit AcuityAds.com. Disclaimer in regards to Forward-looking Statements Certain statements included herein constitute "forward-looking statements" within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward-looking statements. Except as required by law, AcuityAds does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events. Contact us today
Tapad's integration with Knorex's XPO™ platform will complement cross-channel optimization capabilities for brands and agencies in the U.S. and APAC markets NEW YORK and SINGAPORE, Dec. 10, 2019 /PRNewswire/ -- Tapad, part of Experian and a global leader in digital identity resolution, has partnered with Knorex, a leading provider of digital performance marketing. Knorex's self-service online advertising platform, Knorex XPO™, enables marketers to advertise globally in real-time across different media channels, formats, platforms and devices. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment Knorex XPO™'s own device data set for enhanced marketing capabilities. For Knorex, the integration enables their brand direct and agency customers to gain a more accurate understanding of consumers across devices to reduce campaign inefficiencies and duplication, and to effectively manage frequency capping and attribution. Abhishek Kumar, VP of Engineering at Knorex commented, "Today's digital consumer is raising the bar for marketers. With increasing marketing complexities and consumer device usage, this integration enables marketers to understand the consumer decision journey with heightened ease. Our combined offering will empower agencies in the APAC and US markets, providing an improved marketing solution that will help to streamline their efforts." Abhay Doshi, Head of APAC at Tapad added: "The Tapad Graph, when integrated with the Knorex XPO platform, should not only help U.S. and APAC marketers optimize campaign performance through cross device marketing - but also increase the opportunity for brands to reach out to their target customers within a desired time." To learn more about Tapad and our digital identity resolution capabilities, visit https://www.experian.com/marketing/consumer-sync. About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About KnorexKnorex provides programmatic advertising products and technologies to advertising buyers worldwide. With its cloud-based online advertising platform, Knorex XPO™ enables ad buyers to self-serve and advertise real-time across the globe regardless of the media channels (social, search, OTT/CTV, video, web/mobile etc.), ad formats (display, native, search, social, video etc) and devices (desktop, laptop, smartphones and tablets) to deliver personalized marketing messages to the target audience in an automated way, powered by machine learning/AI. Underpinned by a multi-layered data-driven approach, XPO simplifies the execution and optimization of marketing campaigns, while delivering measurable and attributable performance. Contact us today
The concept of identity resolution has emerged over the years as a strategic imperative among marketers and technology vendors. A report by Forrester contends that accurately establishing and maintaining customer identity is one of the most perplexing challenges facing marketers today. Customers have footprints in the offline and online worlds and tend to seamlessly transition across various channels and devices – presenting a unique challenge to truly understand who they are. But the ability to stitch these disparate components of information together means marketers can make better decisions and have more meaningful interactions with their customers. And for customers, this means an experience with personalized advertising content more likely to resonate with them. Why should marketers prioritize identity? The ability to accurately identify customers is the most basic prerequisite for marketing analytics, orchestration and execution. As such, it is becoming increasingly important for brands and marketers planning to link together disparate systems of audience insights and engagement to foster a more seamless and personalized omnichannel customer experience. For example, if an advertiser can identify a customer’s interests, as well as how that person prefers to consume information, then the advertiser can create and deliver messaging that will resonate with the customer. However, like most competitive differentiators, the mission critical components to accurately determine an identity reside within the suite of identity management tools at the marketers’ disposal and the expertise required for proper execution – a struggle for most marketers. But when properly implemented, a comprehensive customer identity strategy can be among a brand or marketer’s most valuable and proprietary assets. Where to begin with identity resolution? With the convergence of CRM platform data, cross-channel online touchpoints, offline record linkage management, probabilistic cross-device graphs, and data onboarding—evolving from point solutions to unified platforms—marketers are faced with an increasingly complex set of challenges in addressing and solving for customer identity management. To properly implement from the get go, and to avoid having to bolt on disparate technologies down the road, emerging industry trends and success stories suggest marketers need a neutral technology service provider that can provide each of these solutions via a single, unified platform. A vendor that can build a solid identity management foundation comprised of omni-channel targeting and attribution, cross-device resolution, online-offline linkage management, and data onboarding form the nexus of a cohesive identity strategy, built to last. Experian helps connect consumer identity As a trusted name in data and information services for more than 40 years, we are committed to privacy by design and the responsible usage and security of data. Whether you’re a brand, agency, or publisher, Experian has the wide-ranging toolset to help you put people at the heart of your business and make better marketing decisions. By harnessing the power of the sum of these parts, fusing both offline and online identifiers and attributes, Experian has established a leadership position in identity management. If you're ready to begin building your identity foundation, contact us and get started today! Learn more about why identity matters to marketers and consumers, here! Contact us today
Partnership combines customer connections and cross-device scale to deliver more strategic customer insights NEW YORK AND CHICAGO -- March 16, 2017 -- Signal, the global leader in customer identity, today announced a partnership with Tapad, now part of Experian and the leading provider of unified, cross-screen marketing technology solutions. This global integration extends device connectivity for Signal’s clients across North America, APAC and EMEA by leveraging Tapad’s proprietary Device GraphTM. With Signal’s Customer Identity Solution, brands benefit from more visibility of known customers, lower costs to reach those customers and decreased expenses and data loss that often results from using multiple vendors. Integrating with Tapad’s Device Graph, which connects billions of devices, enables Signal clients to build an even broader view of their known customers across multiple devices. This integration combines Signal’s customer identity scale with Tapad’s device scale to expand the reach of addressable media channels and enhance customer journey insights across touchpoints. Tapad and Signal were able to drive incremental device connections for more than 65 percent of customer profiles, linking an average of 6.8 browsers and devices per customer. With this combined data set, Signal clients can expand their authenticated view of a customer to all associated devices and realize more strategic insights into their high-value users. The partnership also allows Signal’s clients to integrate in real-time with Tapad’s media platform, Unify. This proprietary technology enables advertisers to make real-time activation and buying decisions with maximum scale, as well as automated reporting and measurement. “Continuously recognizing customers across devices instantly and in a privacy-safe way is essential for marketers to stay competitive,” said Marc Kiven, founder and CRO of Signal. “We are thrilled to enter this unique, global partnership with Tapad, enabling our clients to access their technology and more effectively reach customers in real-time and at scale.” “Being able to leverage a persistent view of customer connections across devices is a huge challenge for brands,” said Pierre Martensson, SVP and GM of Tapad’s global data division. “With Tapad, Signal is now able to connect with the billions of existing data points in our device graph to help clients better understand customer behavior and realize even stronger customer engagement.” Contact us today
Combined technology gives marketers an enhanced view of the customer for improved planning, targeting and optimization NEW YORK, July 12, 2016/PR Newswire/ - Tapad, the leader in cross-device marketing technology and now a part of Experian, today announced a partnership with Conversion Logic, the martech industry's most accurate unified marketing attribution provider. Conversion Logic will incorporate unified cross-screen data from Tapad's Device Graph™ to identify related devices and media exposures to enhance reporting on the path to conversion. By connecting Conversion Logic's proprietary Ensemble Method, which combines numerous state-of-the-art machine learning algorithms, tuned for each customer use-case for the most accurate results, with Tapad's unified, cross-device technology, marketers will benefit from a highly scientific approach to assessing advertising effectiveness with full, comprehensive customer insights. Linking these technologies will increase marketers' real-time ability to optimize brands' marketing channel spend and creative at a more granular level. During the past six months, Tapad has rapidly grown its data business, doubling the number of companies integrating the Device Graph™ into their platforms and growing the annualized revenue run rate by 210%. Tapad's highly scalable, cross-device data has been confirmed by Nielsen to be very precise. Tapad augments platforms' and publishers' tech stacks with additional scale and relevancy, granting advertisers amplified targeting and analysis options. The growth of the Device GraphTM has allowed Tapad to provide a growing network that benefits all partners with more efficient, effective consumer engagement. "Combining highly accurate data from Tapad with our own user ID technology and understanding how devices may be related at an individual level provides additional visibility into the path to conversion," said Alison Lohse, COO and co-founder of Conversion Logic. "The more we know about the customer journey, the more effective, efficient and customized marketers can be with marketing efforts. With Tapad, we have achieved a unified customer view that helps us piece together the purchase journey while preserving proven accuracy." "Conversion Logic's Ensemble Method delivers singularly customized and precise results that are not just accurate, but actionable," said Dave Fall, COO of Tapad. "The combination of powerful technology and a user-friendly interface, plus Tapad's ability to only consider relevant and scalable components in the marketplace, creates a more concentrated and beneficial environment for both its partners and clients." Contact us today
NEW YORK, May 4, 2016 /PRNewswire/ -- Tapad, the leader in cross-device marketing technology and now a part of Experian, has been honored with two iMedia ASPY Awards. Announced on May 3rd at the iMedia Summit in Lost Pines, TX, Tapad's 2016 ASPY Awards include "Best Customer Service" and "Best Mobile Partner." In 2015, Tapad's proprietary technology, Tapad Device Graph™, was named "Best New Media Innovation" and Tapad employee Chris Martin was awarded the "Rising Star Award." The iMedia ASPY Awards - determined exclusively by agency votes - recognize the industry's top marketing technology, media companies and publishers for outstanding service to agencies. The award for "Best Customer Service" recognizes Tapad's client services team and their dedication to helping agencies fully understand their consumers' behavior and achieve the best cross-screen campaign ROI through Tapad's Campaign Pulse and TV Pulse analytics reporting. The "Best Mobile Partner" win recognizes the abilities of the Tapad Device Graph™ to deliver unified cross-screen solutions for the company's partners. "We are privileged to have a talented and dynamic group of people on our client services team, and we are honored to be recognized by iMedia Connection and our agency partners," said Tapad Founder and CEO, Are Traasdahl. "We have always strived to provide the best solutions and the best customer support, so it's extremely gratifying to be rewarded for our efforts. If our clients and partners are happy, we are happy." For more information on the iMedia ASPY Awards please visit: http://aspyawards.com. Read the full press release here. Contact us today
Welcome emails garner 86 percent higher open rates than regular promotional mailings. What other life cycle marketing programs should you be running?
How should CMOs think about data as part of their audience strategy? The best digital marketers possess excellent storytelling capabilities—and they fuel the plot with data. When you think about it, your audience strategy is the whole story, and the type of data you use helps create each chapter. Just as any good book incorporates numerous literary devices, you must use more than one type of data to develop a dynamic, relevant, and timely narrative that captures your target users’ attention. In 2026, marketers should prioritize and invest in data and targeting strategies beyond just first-party to drive growth, improve efficiency, and strengthen customer relationships. 2026 Digital trends and predictions report Our 2026 Digital trends and predictions report is available now and reveals five trends that will define 2026. From curation becoming the standard in programmatic to AI moving from hype to implementation, each trend reflects a shift toward more connected, data-driven marketing. The interplay between them will define how marketers will lead in 2026. Download Why is first-party data not sufficient on its own? First-party data provides a strong foundation for targeting and measurement. It reflects information consumers have shared directly through brand interactions. That makes it reliable and central to audience strategy. That foundation alone does not tell the full story. First-party data defines known customers, but limits reach and frequency. Growth depends on expanding beyond existing relationships. Think of first-party data as a way to create an outline, not the whole story, about your target audiences—the main characters in your marketing. To flesh out the entire narrative about them, you must source, connect, and activate additional data. The ability to unify different data sources with accuracy, scale, and privacy at the forefront sits at the core of Experian’s business. We unify household, individual, device, demographic, behavioral, and first-party signals, along with contextual and geographic data points, to build a reliable view of consumers, even when specific signals are missing. This clarity helps you personalize, target, activate, and measure with confidence. By layering third-party data, contextual data, and geolocation data onto your first-party data foundation, your advertising strategies become stronger than if you used any of these sources as standalone solutions. How do different types of third-party data add depth to audience profiles? Third-party data expands understanding beyond known customers. If first-party data is the outline, third-party data helps with “character development”—a.k.a., adding detail to your audience profiles. Good third-party marketing data complements first-party insights with demographic, behavioral, and transactional context, providing the missing puzzle pieces to complete the full customer profile. Filling in gaps in customer understanding helps you identify, reach, and engage current and new customers more effectively. Third-party data allows brands to build loyalty with consumers by speaking to their interests and intent behind purchases. Third-party data opens up new targeting tactics for advertisers, such as: Behavioral How people engage with brands or how they use social media Demographic Age, gender, education, income, and religion Health A combination of demographics, behaviors, and health needs Interest Delivering ads based on interests, hobbies, or online activities Location Where people live, work, or spend large amounts of time Psychographics Shared characteristics like attitudes, lifestyles, and interests Purchases Using previous purchase behavior to identify the right audiences In addition to targeting, third-party data also remains critical to AI models, which must train on both structured and unstructured data. At Experian, our AI-powered technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring campaigns deliver meaningful relevance, not just broader reach. How are contextual and geographic approaches reshaping audience targeting? Contextual and geographic approaches to targeting focus on environment and behavior rather than identifiers. Regulatory scrutiny, stricter and more fragmented compliance standards, and rising consumer expectations are transforming how marketers approach third-party data targeting. Evolving privacy laws and inconsistent identifiers across environments require new approaches that balance performance and privacy. Contextual and geographic targeting help marketers reach relevant audiences while maintaining privacy. What is data-informed contextual targeting? Contextual targeting connects audience attributes to the content environments people choose. It helps determine the setting of your story—where your characters spend their time. Solutions like Experian’s Contextually-Indexed Audiences harness advanced machine learning technology to combine contextual signals (a tried–and-true targeting tactic) with third-party targeting to ensure marketers reach their target audiences on the content they tend to consume, regardless of environment or location. What’s excellent about data-informed contextual targeting is that it moves beyond traditional keyword-based strategies to reach consumers on websites that over-index for visitors with the demographics, behaviors, or interests they are looking to target. What is data-informed geotargeting? Geotargeting uses shared location patterns to support relevance at scale. Geotargeting is another possibility for further developing the scene of your story. People with similar behaviors and interests tend to live in similar areas, which is why so much effort goes into location planning for brick-and-mortar stores. Data-informed geotargeting combines geos with third-party data to make more informed media buys based on common behaviors within a geographic location. We launched our Geo-Indexed audiences, which use advanced indexing technology to identify and reach consumers based on their geographic attributes. These audiences help marketers discover, segment, and craft messaging for consumers without relying on sensitive personal information, enabling them to reach target audiences while maintaining data privacy confidently. What role does AI play in third-party data targeting? AI acts like an automated editor of your book, refining and finding new ways to put valuable third-party audiences and data to work without relying on segments linked to known or disparate identifiers. We’ve used AI and machine learning at Experian for decades to bring identity, insight, and generative intelligence together so brands and agencies can reach the right people, with relevance, respect, and simplicity. Why does a balanced, integrated approach that combines first-party, third-party, contextual, and geo-targeting data matter? The combined effects of integrating third-party, contextual, and geotargeting data (and the marketing tactics it underpins) with first-party data will drive your success. Think of how any good author crafts a story. Regardless of whether it’s fiction or non-fiction, they draw on both first-person experience and external research and sources to develop their plot. No single data source tells the full story. Integration allows marketers to understand audiences more completely and act with confidence. Pooling these inputs together moves you closer to your goal of understanding the whole story about your target customers. In fact, an almost even number of marketers plan to use contextual targeting (41%) and first-party data (40%) as their main targeting strategies, amid privacy laws and the loss of persistent advertisers. Primary data strategyPercent of marketers that plan to use this data strategyContextual targeting41%First-party data40% A brand with strong first-party insights can extend reach by layering in additional signals. For example, a nutrition brand that knows who purchases protein supplements can expand prospecting by combining: First-party signals Customers who purchase protein supplements Contextual signals Engagement with fitness blogs, healthy recipe content, or workout apps Geographic signals Consumers located in the Greater Philadelphia area By connecting these inputs, the brand can identify new health-conscious audiences with similar interests and behaviors. This approach supports privacy-safe targeting while improving engagement and performance. How can marketers build an integrated data strategy in 2026? An integrated data strategy reduces friction and supports scale. The right data partner offers a unified solution that helps unify data, activate audiences, and adapt as the ecosystem evolves. Here’s how: Organize data Create a clean, usable data foundation by eliminating fragmented silos. Experian’s solutions unify disparate data, enabling identity resolution and a single customer view. Create a complete profile Experian links a persistent offline core of personally identifiable information (PII) data with fresh digital signals, giving you a high-fidelity view of consumers to decorate with marketing data. This allows for improved customer understanding and personalized marketing that competitors struggle to replicate. Build addressable audience segments Create audiences using a mixture of signals, including first-party data, third-party behavioral, interest, and demographic data, as well as contextual signals. If you partner with Experian, you can use audiences built on our identity graph to guarantee accuracy, scale, and maximum addressability. Drive innovation Look for partners and platforms that prioritize innovation in finding new ways to reach target audiences across the ecosystem. You don’t want a vendor or a system that can’t keep pace and adapt with our rapidly evolving industry. Marketers who want to create and activate campaigns more efficiently and effectively in 2026 need an integrated approach that combines first-party, third-party, contextual, and geotargeting data. Streamlining data integration and activation positions brands and agencies for sustainable growth and stronger consumer relationships in a privacy-conscious marketplace. Build your next chapter on a connected data foundation As audience strategies evolve, connection and interoperability matter more than ever. Connect with our team to learn how Experian helps marketers unify data, identity, and activation across channels. About the author Scott Kozub VP, Product Management, Experian Scott Kozub is the Vice President of the Product Management team at Experian Marketing Services working across the entire product portfolio. He has over 20 years of product experience in the marketing and advertising space. He’s been with a few startups and spent many years at FICO and Oracle Data Cloud heavily focused on loyalty marketing and advertising technology. FAQs How should CMOs think about data as part of their 2026 audience strategy? In 2026, CMOs should prioritize and invest in data and targeting strategies that combine first-party, third-party, contextual, and geographic data to drive growth, improve efficiency, and strengthen customer relationships. Why is first-party data not sufficient on its own? First-party data is not sufficient on its own because first-party data defines known customers but limits reach and frequency. Growth depends on expanding beyond existing relationships. The ability to unify different data sources with accuracy, scale, and privacy at the forefront sits at the core of Experian’s business. We unify household, individual, device, demographic, behavioral, and first-party signals, along with contextual and geographic data points, to build a reliable view of consumers, even when specific signals are missing. This clarity helps you personalize, target, activate, and measure with confidence. How do different types of third-party data add depth to audience profiles? Third-party data expands understanding beyond known customers. Third-party data opens up new targeting tactics for advertisers, such as: - Location: Where people live, work, or spend large amounts of time- Health: A combination of demographics, behaviors, and health needs- Purchases: Using previous purchase behavior to identify the right audiences - Behavioral: How people engage with brands or how they use social media - Interest: Delivering ads based on interests, hobbies, or online activities- Psychographics: Shared characteristics like attitudes, lifestyles, and interests- Demographic: Age, gender, education, income, and religion In addition to targeting, third-party data also remains critical to AI models, which must train on both structured and unstructured data. At Experian, our AI-powered technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring campaigns deliver meaningful relevance, not just broader reach. What is data-informed contextual targeting? Data-informed contextual targeting connects audience attributes to the content environments people choose. It helps determine the setting of your story—where your characters spend their time. Experian’s Contextually-Indexed Audiences harness advanced machine learning technology to combine contextual signals (a tried–and-true targeting tactic) with third-party targeting to ensure marketers reach their target audiences on the content they tend to consume, regardless of environment or location. What is data-informed geotargeting? Data-informed geotargeting uses shared location patterns to support relevance at scale. Experian launched our Geo-Indexed audiences, which use advanced indexing technology to identify and reach consumers based on their geographic attributes. These audiences help marketers discover, segment, and craft messaging for consumers without relying on sensitive personal information, enabling them to reach target audiences while maintaining data privacy confidently. What role does AI play in third-party data targeting? In third-party data targeting, AI refines and finds new ways to put valuable third-party audiences and data to work without relying on segments linked to known or disparate identifiers. We’ve used AI and machine learning at Experian for decades to bring identity, insight, and generative intelligence together so brands and agencies can reach the right people, with relevance, respect, and simplicity. Latest posts