At A Glance
Local advertisers face unique challenges, from limited budgets to fragmented audiences and the need for measurable results. Experian’s trusted data, combined with Madhive’s Maverick AI platform, equips advertisers with the insights and tools needed to create impactful campaigns. This collaboration simplifies campaign management, helping advertisers connect with the right audiences.Identity-led local advertising that works
Local advertisers run on tight budgets, short timelines, and constant pressure to prove what works. Every dollar must count. In this Ask the Expert session, Aaron Brown, Chief Scientist at Madhive, joins Ali Mack, VP of AdTech Sales at Experian, to discuss how the Maverick AI platform helps local advertisers make confident decisions, act on clear recommendations, and see outcomes they can stand behind.
Why local campaigns demand accuracy, and how to deliver it
Local teams juggle multiple channels, changing budgets, and heavy performance expectations. To stay competitive, local teams need quick answers to three critical questions:
- Which households are most valuable to reach?
- Which channels work best in their market?
- Are campaigns on on track, day by day?
Delivering that level of accuracy means working from a single, trusted view of households, channels, and performance, powered by clean, connected, and continuously updated data.
“When you think about local, these aren’t enormous budgets. These businesses depend on success from day one and are still finding their footing. There’s a wealth of nuanced information we need to hear from advertisers to ensure their campaigns succeed, and a wealth of insights we need to deliver back. It’s a real-time matching problem at scale to make sure everything runs profitably for our customers.”
MadhiveAaron Brown, Chief Scientist
Why Experian data is the foundation of local planning
Data is the foundation of effective local advertising, but not all data is created equal. For local advertisers, the real advantage comes from high-quality, actionable data that pinpoints likely customers and reduces wasted spend.
Experian Marketing Data provides the identity and insights spine that helps local advertisers:
- Identify the right households in each market
- Build consistent, people-based audiences across partners
- Activate with confidence and measure outcomes on the same foundation
Madhive’s data marketplace builds on this identity layer, curating trusted data sets that advertisers can integrate directly into planning and activation.
“We’re focused on creating perfect matches between businesses and consumers. The right data is critical, which is why we started the data marketplace. It’s a curated, opinionated take on the best data to drive outcomes for the companies that depend on us.”
MadhiveAaron Brown, Chief Scientist
Madhive’s Maverick AI at the core of local advertising
Madhive’s Maverick AI is the AI-powered operating system for local media. Built as a foundational layer behind Madhive’s entire workflow, Maverick AI connects the dots across planning, targeting, reporting, and storytelling. Its purpose is simple yet transformative: turn fragmented data and advertiser inputs into actionable insights at scale.
What makes Maverick AI different?
AI-driven intelligence
It doesn’t just automate tasks; it analyzes signals, connects context across markets, and refines strategies as campaigns progress.
Data connectivity
Maverick AI integrates diverse data sources, including Experian’s trusted identity data, so local advertisers can target households with accuracy and measure outcomes confidently.
Interactive transparency
Beyond dashboards, Maverick AI works alongside sellers and advertisers, surfacing insights, flagging missing inputs, and turning transparency into clear next steps.
Adaptability
From structured KPIs to unstructured signals like lists of recent in-store buyers or priority ZIP codes, Maverick AI uses every clue to inform smarter, faster decisions.
“Maverick AI exists to connect local advertisers with data like Experian’s. Its ability to collaborate and tell stories back to advertisers is one of its greatest strengths.”
MadhiveAaron Brown, Chief Scientist
How Maverick AI and Experian Marketing Data turn transparency into results
Maverick AI turns performance transparency into aligned plans and faster optimizations for local advertisers and agencies. Paired with Experian’s identity data, advertisers get an accurate, household-level view of real people in real locations. That lets them build consistent local audiences, reach those audiences across connected television (CTV), social, and the open web, and confidently tie ad exposure back to outcomes that matter in each market.
“Maverick AI is the foundational layer behind all our operations – targeting, reporting, and storytelling. It connects data across organizations and advertisers, including trusted data sources like Experian. AI works tirelessly to pick up context, connect the dots, and deliver great results end-to-end for our customers.”
MadhiveAaron Brown, Chief Scientist
Your next local campaign starts with Madhive and Experian
Local advertising performance starts with a trusted identity foundation. With Experian data and Madhive’s Maverick AI platform, local advertisers can define the right households once, activate their campaigns across CTV and digital channels, and measure outcomes with confidence. Many brands are increasing investment in AI-powered planning to cut waste and grow on-target reach. Let’s work together to make your next campaign a success.
Let’s solve your local advertising challenges today
About our experts
Aaron Brown
Chief Scientist, Madhive
Aaron Brown is Chief Scientist at Madhive, where he leads Mad Labs, the company’s advanced innovation division. With a background spanning mathematics, computer science, and law, Aaron specializes in applying complex technical and theoretical breakthroughs to real-world business challenges. Before joining Madhive, he worked at the machine learning startup Intelligent Life. A graduate of Boston University with degrees in Mathematics and Computer Science, he also holds a J.D. from the University of Southern Queensland and lives in New York City.
Ali Mack
VP of AdTech Sales, Experian
Ali Mack leads Experian’s AdTech business, overseeing global revenue across the company’sexpansivetech and media portfolio. With over a decade of experience in digital and TV advertising, Ali drives strategic growth by aligning sales, customer success, and solutions teams to deliver impactful outcomes for clients and partners.
She has successfully guided teams through two major acquisitions, integrating sales organizations and product portfolios into unified go-to-market strategies. Under her leadership, Experian has consistently exceeded revenue targets while fostering collaborative, results-driven teams and mentoring emerging leaders. Working closely with finance, product, and marketing, Ali develops strategies that support a diverse ecosystem of publishers, brands, and technology partners, positioning Experian at the forefront of data-driven advertising and identity resolution.
FAQs
Local advertisers face tight budgets, short timelines, and high pressure for results. They must reach the right households, tailor messaging, and optimize campaigns across zip codes. Experian’s data solutions and Madhive’s Maverick AI platform help overcome challenges like location targeting and data activation without losing signal.
Madhive’s Maverick AI platform centralizes operations, targeting, and reporting while enabling granular local planning at scale. It integrates Experian’s data to target households accurately, optimize campaigns across markets, and deliver measurable results, even for advertisers with limited budgets.
Madhive’s Maverick AI platform provides transparency and clear recommendations, aligning advertisers on goals. Experian’s data solutions further enhance this process by providing a unified view of audience behavior, ensuring campaigns remain cohesive and effective across all channels.
Latest posts
Tapad launches global privacy-safe solution to provide continuity in the absence of third-party cookies Switchboard, a module within The Tapad Graph, will connect emerging cookieless identifiers to traditional IDs, creating a more holistic view of the consumer and driving value exchange within the advertising ecosystem Tapad, part of Experian, a global leader in cross-device digital identity resolution, and a part of Experian, announced today the launch of Switchboard, a first-of-its-kind solution to help navigate the evolving cookieless landscape. Switchboard, a module within The Tapad Graph, will operate as a global, privacy-safe solution to provide continuity in the absence of third-party cookies by connecting new cookieless identifiers to traditional digital IDs for a comprehensive view of consumers and their digital touchpoints. Switchboard will enable interoperability across the growing number of these digital identifiers and the value exchange between publishers, content creators and consumers. Leading digital identity solutions partnering with Tapad, part of Experian at the launch of Switchboard include Unified ID 2.0, ID5, Lotame Panorama ID, BritePool, Retargetly IDx and Audigent Halo ID. Tapad, part of Experian plans to expand support to additional identity solutions on an ongoing basis. In addition to these identity solutions, early partners across the ecosystem include The Trade Desk, Amobee, Martin, ShareThis, Eyeota and Catalina. “This diverse group of launch partners and testing customers will prove that Switchboard is an important tenet for the future of identity resolution. We’re excited to be proactive in our approach to give marketers time to adapt new solutions and test their function in tandem with the third-party cookie, while continuing to give our customers flexibility and control,” said Mark Connon, General Manager of Tapad, part of Experian. “Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5's cookieless IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie,” said Mathieu Roche Co-founder & CEO of ID5. Switchboard provides value across the marketing and advertising ecosystem as the need for the ability to support multiple cookieless ID’s across ad tech increases throughout 2021. With a decade of expertise creating digital identity resolution products, Tapad, part of Experian is poised to solve this challenge through innovation and quality, privacy-safe data-driven solutions. “Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens,” said Pierre Diennet, Global Partnerships at Lotame. ”Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players.” “As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, part of Experian on this next-generation solution to provide a comprehensive view of consumers,” says Bryan Everett, Senior Vice President of Global Business Development at Amobee. “With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs.” Tapad, part of Experian is welcoming identity solutions and Tapad Graph customer participation in Switchboard throughout 2021. Stayed tuned for more updates and information on Switchboard in the coming months. Get in touch
Adapt with Tapad, a part of Experian Leading browsers have made public announcements and technical deployments to reduce the digital advertising accessibility of third-party cookies for data collection, storage, and sharing due to growing privacy concerns. As a result, there has been growing momentum to find an alternative via cookieless IDs, with the intent to create a replacement that helps ensure continuity across the ecosystem. At Tapad we’ve chosen to approach the market with a solution that provides agnostic interoperability for these cookieless identifiers, so that marketers can continue to work with the identity providers of their choice while maintaining the most holistic view of consumers across digital touchpoints. Introducing switchboard Switchboard is a module within The Tapad Graph that leverages our core capabilities across machine learning and identity management to provide a connection between traditional digital identifiers and the new wave of cookieless IDs that will be utilized in the future. Customers of Tapad can take advantage of its broad ecosystem of identifiers to drive targeting and frequency capping strategies and enable detailed measurement and attribution post-deprecation of the third-party cookie. Our goal is to accelerate the adoption, scale, and utility of cookieless IDs with the release of the Switchboard module within The Tapad Graph, while maintaining an agnostic approach to the market. Switchboard for identity solutions In the evolving landscape agencies and marketers will need to invest, test, and analyze the best combination of cookieless ID partners to meet their objectives. The Switchboard module will increase the utility and value of the cookieless ID space in conjunction with other addressable IDs, by providing a layer of connectivity that will be natively missing with the deprecation of third-party cookies. Identity solutions at launch: Switchboard for graph customers For existing Tapad customers who leverage the Switchboard module in The Tapad Graph, it will provide a seamless way to facilitate interoperability while resolving identity back to a Household or Individual. By providing this translation layer, Tapad will take on the responsibility of encryption and decryption protocols where applicable, which will deliver added functionality to our customers. Tapad + Experian partners at launch: Use cases Resolve existing first-party data with new cookieless solutions through The Tapad Graph to minimize data loss Frequency cap at the Individual and Household level via Cookieless and traditional ID Reach consumers at scale across all touchpoints and IDs Build a more inclusive and holistic view of the consumer journey Run accurate and scalable measurement before and after the formal deprecation of third-party cookies in Chrome Map online data into offline activities Hear why industry leaders are adapting with Tapad + Experian As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, a part of Experian, on this next-generation solution to provide a comprehensive view of consumers. With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs. — Bryan Everett | Senior Vice President of Global Business Development | Amobee Connecting offline and online shopper activity in a privacy-compliant way is fundamental to marketing effectiveness and determining return on ad-spend. That’s why we’re excited to be a launch partner for Tapad + Experian's Switchboard offering; it provides a unified solution for supporting the variety of proprietary and anonymous user ID standards required by advertising demand-side platforms today. — Brian Dunphy | SVP Digital Business and Strategic Partnerships | Catalina As the industry evolves, Tapad + Experian's Switchboard presents a privacy-safe solution that allows for the continued activation of data and an alternative to advertising within walled garden environments. We look forward to collaborating with Tapad and the industry as we collectively transition to support cookieless identity. — Don Lee |SVP of Global Platform Partnerships | Eyeota We are excited to participate in this proactive solution to the sunset of third-party cookies. Switchboard’s agnostic interoperability, with BritePool and other ID providers, will create high-value for marketers as they transition to the era of cookieless web advertising. — David J. Moore | CEO | BritePool Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens. Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players. — Pierre Diennet | Global Partnerships | Lotame At this pivotal moment in the industry, we are excited to be partnering with Tapad, a part of Experian on their cookieless initiative and making Retargetly IDx available into the Switchboard solution, providing global brands, platforms and publishers with a compliant, cookieless ID solution for the Latin American market; enabling them to target, reach and measure users at scale through the region. — Daniel Czaplinski | CEO and Co-Founder | Retargetly With Audigent’s Halo ID, we’re architecting a cookieless future where clients and partners have confidence in the actionability and interoperability of exclusive 1st party audiences, originated from some of the world’s leading publishers and creators. We see collaboration as being critical to a collective understanding of identity and Tapad, a part of Experian as a trusted partner with solutions such as Switchboard to support continuity for marketers’ addressability. — Drew Stein | CEO and Founder | Audigent Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5’s cookie-less IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie. — Mathieu Roche | CEO and Co-Founder | ID5 Addressing the current identity challenge requires transparency and collaboration. We are pleased to align ShareThis data with Tapad + Experian’s growing ecosystem. ShareThis data helps marketers evolve beyond the cookie to complete the picture. Tapad + Experian’s Switchboard offering will support ShareThis’s deep connections to clients and technology platforms, preserving and growing the accessibility of our data. — Michael Gorman | SVP Product and Business Development | ShareThis Get in touch
With the emergence of email addresses as a currency for brands to communicate with their consumers offline; attaching email data to in-store purchases lays the groundwork for future advertising strategies. However, this advantage in having an additional digital touchpoint also creates a new challenge for marketers. How do they connect what they know about their customers via offline data and PII, or personally identifiable information, with what they want to know about their online behaviors and interactions? Taken a step further, how can they create actionable strategies that connect these two streams of consumer insights in order to drive them to make more future purchases; and even become loyalists? At a time when the shift from traditional to online shopping feels more like a landslide; connecting online and offline data has never been more valuable or more urgent. The solution for these marketers lies in the framework of identity resolution; and a key capability called hashed email onboarding. Hashed email onboarding is a privacy-safe way to connect consumer email addresses to their related digital devices and other digital identifiers. The methodology prevents the consumers actual email address from being readable; while still providing marketers a connection between those emails and other touchpoints for an individual. Instead of understanding the customer journey in two distinct parts; how they interact with a brand or company offline and separately how they interact with a brand online; hashed email onboarding allows for the two parts to be woven together in a holistic view of that consumer. The power of connecting these data sets can be seen when combining offline and online attribution and measurement to improve frequency capping and look-alike modeling. It’s important to note that not all identity resolution vendors that onboard hashed emails function in the same way or provide the same level of data. Some connect only to desktop or only to mobile devices; while others don’t actually make direct linkages at all- they simply provide the hashed emails as a targetable digital audience for upload. While hashed email onboarding and the connection between offline and online data is a powerful strategy; it needs to be as structured as possible across the most data available to reveal truly efficient targeting and measurement strategies. Tapad, a part of Experian has built a hashed email product feature that works with the existing flexibility of The Tapad Graph to deliver the most holistic consumer view in the structure that works best for your business objectives. Get in touch