At A Glance
Reaching the right audience is becoming more challenging as digital advertising grows increasingly fragmented, and privacy regulations change. 33Across addresses this by providing real-time intent signals and contextual insights, helping marketers connect with consumers across devices like CTV, mobile, and desktop. Integration into Experian's marketplace makes these solutions more accessible, helping advertisers achieve measurable results.In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Allison Dewey (Director, Data & Curation) at 33Across.
Navigating complexity in digital advertising
Digital advertising is more fragmented and privacy-constrained than ever. How is 33Across helping marketers cut through that complexity to drive real outcomes, and what makes your approach distinct?
Reaching audiences without compromising scale or performance is one of the toughest challenges for marketers. Users consume content across multiple devices and channels, making it difficult for marketers to identify and accurately target them with the right message. 33Across segments leverage AI-powered contextual and behavioral signals across privacy-safe environments to help marketers accurately identify audiences, whether they’re streaming content on their connected TV or researching products on their mobile device. What sets us apart is that we don’t just identify valuable audiences; we help marketers also target cookieless inventory and power it with real-time signals.
Marketplace integration milestones
What excites you most about bringing 33Across audiences into Experian’s data marketplace?
We’re excited to bring 33Across audiences into Experian’s data marketplace because it connects our unique segments with a powerful data ecosystem that marketers already trust. Buyers looking to activate audiences that are both privacy-safe and performant continue to tap into the Experian data marketplace for high-quality, high-performing data. We offer a wide range of audience verticals, including B2B, demographic, retail purchase data, interest and intent, and political data. In addition, we offer the ability to create custom segments across verticals.
Our intent-based audiences, built from contextual and engagement signals, help buyers reach consumers on CTV, desktop, or mobile devices with scale. Being part of Experian’s data marketplace accelerates access to these audiences, drives better ROI, and helps brands future-proof their strategies today.
Retail demand signals
Retail brands are racing toward privacy-safe, first-party data. Which 33Across retail datasets or segments are experiencing the highest demand, and what makes them a must-have?
Retail marketers are leaning into contextual and behavioral intent signals to complement their first-party data strategies. At 33Across, we’re seeing high demand for segments tied to shopping intent, including in-market consumers browsing for categories like fashion, home goods, electronics, and health & wellness.
What makes these segments essential is their real-time nature – they can capture consumer interest as it happens. For retail brands looking to expand their reach while respecting privacy, our segments offer scalable, actionable intent that drives results.
B2B without cookies
Reaching real B2B decision-makers at scale is tough with or without signals. How does 33Across deliver both precision and reach in this environment?
B2B marketing often struggles with balancing scale and specificity. 33Across addresses this by combining contextual precision with AI-modeled behavioral signals; this segment approach reaches professionals actively engaging with relevant content and topics, even in environments where IDs are unavailable. Marketers gain access to more signals and, in turn, better reach from 33Across’ unique publisher integrations and audience curation built from machine learning and AI.
We surface intent through content consumption patterns and contextual engagement, unlocking valuable, privacy-safe signals at scale. Allowing B2B marketers to reach real decision-makers in a signal-sparse world.
Use cases
With retail, B2B, and beyond, can you share an example of how brands in these verticals are utilizing your audiences?
Top brands that have a user-focused approach use 33Across audiences to drive scale; performance. These brands enable our segments to precisely reach the right users across devices and increase conversion rates; brand awareness. By reaching the right users, brands have higher conversion rates and increase campaign efficiency.
Supply path innovation
As identifiers disappear, advertisers are looking for scalable, privacy-safe ways to reach real people. How is 33Across helping unlock more addressable inventory and drive performance?
By combining contextual, semantic, and engagement-based signals, we deliver intent-based targeting that performs across CTV, display and video. Higher addressability helps marketers not only extend their reach but also deliver personalized messaging across digital channels in a privacy-compliant way.
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FAQs
By using contextual and engagement-based signals, advertisers can target consumers across CTV, mobile, and desktop in a privacy compliant way, even as identifiers become less available.
Segments tied to shopping intent, such as consumers browsing fashion, electronics, or health products, are highly sought after because they capture real time interest and drive results.
Combining content engagement patterns with machine learning allows marketers to reach professionals actively engaging with relevant topics, even in environments where IDs are unavailable.
Privacy safe targeting uses real time contextual and behavioral signals to deliver relevant messaging across devices and channels without compromising consumer trust.
Real time intent signals allow advertisers to capture consumer interest as it happens, helping demand side platforms and brands deliver timely, relevant ads that increase engagement and drive conversions across devices like CTV, mobile, and desktop.
About our expert
Allison Dewey, Director of Data and Curation, 33Across
Allison Dewey is the Director of Data & Curation at 33Across, where she oversees data partnerships, integrations, and supply-side curation. With a deep expertise in audience targeting and signal optimization, Allison plays a key role in connecting data into the programmatic world. Allison holds a Bachelor’s degree in Psychology from Bates College.
About 33Across
Rooted in over 15 years of data expertise, 33Across harnesses signals to enrich and expand marketers’ audiences and reach them wherever they consume content. Built from over 300 billion proprietary data signals, we apply machine learning and AI to create over 1,500 B2C and B2B segments using privacy-first principles to reach audiences.
Latest posts
It is time for us to polish off our crystal ball and give our predictions straight from consumers’ fingertips for the hot products of the 2012 holiday season. Gadgets will reign across many ages Tablets including LeapPads, Tabeos, iPads, Kindles and others will continue to be a popular gift this year, with more choices than ever. On the list of top product-related search terms driving traffic to the Retail 500 category of sites, Kindle Fire HD and Windows 8 top the list as new products. Additionally, Meep!, a child friendly tablet appeared in the top fifteen. Accessories for both phones and tablets will also be popular, especially as the variety grows for iPhone 5 and iPad Mini. A reoccurring favorite gift for the holidays is UGGs which shows a decrease year over year. However, another brand with a similar product is Bearpaw, which is in the top ten searches and has seen big growth year over year.Source: Experian Hitwise Dolls, video games and Furbys, oh my! To identify the popular toys for gifts this year, we researched product-related search terms driving traffic to ToysRUs.com compared to last year’s holiday season. We uncovered trends in the doll category, Doc McStuffins as number one on the list, along with the classic Barbie, which saw a growth in searches year over year. The Furby is making a strong comeback at the number two spot with a reboot and new features. Another trend here is tablets, from branded searches like LeapPad and Kurio there is also the generic term ‘tablets for kids’. In the video game category, the new Wii U that is debuting just in time for Black Friday and should be a big gift this year, along with searches for PS3 games and the Nintendo 3ds xl are all in the top 20 searches.Source: Experian Hitwise Keywords of the consumer to identify demand Beyond product names, it is important to understand the actual way people search, using key phrases and questions. Last year, for example, there was a lot of activity around ‘in-stock’ products, such as the LeapPad explorer, which was hugely popular and quickly sold out in many stores. Retailers and marketers should monitor this throughout the season and make sure to optimize for in stock if there is a popular product that they have available.Source: Experian Hitwise Consumers also focus on what is the ‘best’ – so we see search activity around ‘best place to buy’, particularly around electronics. Questions such as ‘where to buy a’ specific product are also common, such as ‘where to buy a kindle’. These phrases offer opportunities to boost search campaigns by considering how consumers phrase their questions to ensure to capture these searches.Source: Experian Hitwise Quick tip: In the retail category there will tend to be a lot of retail branded store terms but to keep up with holiday search behavior and help make analysis quick, create portfolios of branded terms to easily exclude those from a certain category. When you strip out all the variations of that term you are able to gain insight into product searches that are most popular to a certain site or category. For more insight on the hot product trends for this year from our Hitwise trend-spotters, watch our webcast. Contact us today
My Experian Marketing Services’ colleagues and resident data experts Bill Tancer and Marcus Tewskbury answered the above question for marketers during our recent 2012 Holiday Planning Webinar. The webinar recapped key 2011 holiday marketing results, plus featured trends, benchmarks and recommendations for a successful and profitable 2012 holiday shopping season. Here are a few cool facts: For the first time, last year’s Cyber Monday beat Thanksgiving Day as the busiest online shopping day of the year Facebook and Pinterest were the top traffic sources to the Experian Marketing Services Retail 500 Pinterest visitors most often went to etsy.com and amazon.com from the pinterest.com site Dynamic content in emails can drive up to a 70% lift in open rates Tying web, email and in-store promotions together enhances the shopping experience and improves sales The bottom line is that marketers need to understand where there customers are, when they are there, and what they are doing. Armed with that knowledge, you can deliver personalized and targeted holiday messages that are sure to make this shopping season merry and bright (and profitable!). View the webinar to learn more. Contact us today
The NCAA basketball tournament tipped off this week much to the delight of fans across the United States. Supporters who have truly caught March Madness often follow more than one game at a time, especially during the first week of the tournament play. Thanks to simulcast streaming of games online and via mobile apps, die-hards are better equipped to keep track of multiple games at once. Those who stream games online live in every corner of the country, but some locales are more likely to log on for their March Madness fix than others. According to Experian Simmons, you are most likely to be streaming the game online if you live in one of these markets: Contact us today