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 Eric Shiffman, VP of Product Marketing at Yieldmo.
Here are five key takeaways from Eric’s insights:
- Tailored campaigns with Experian data: Yieldmo integrates Experian’s trusted identity and audience data to deliver creative campaigns tailored to specific audiences, ensuring more meaningful engagement.
- Omnichannel activation made easy: Experian’s data marketplace helps Yieldmo expand its reach across display, mobile, and CTV, creating seamless cross-channel advertising strategies.
- Advanced targeting and insights: The combination of Yieldmo’s attention signals and Experian’s identity solutions allows advertisers to pinpoint audiences with precision and confidence.
- Driving results in key verticals: Retail, CPG, and automotive campaigns use Experian data on Yieldmo’s platform to achieve improved personalization, targeting accuracy, and measurable outcomes.
- Scalable and privacy-conscious advertising: Yieldmo’s partnership with Experian ensures scalable solutions that balance advanced targeting with privacy-focused practices, benefiting advertisers across all industries.
About Yieldmo
Yieldmo often describes itself as ‘the creative and media results company,’ using a predictive, provocative, and proven approach. Could you give us a brief overview of how this vision shaped the company and how you differentiate yourselves in ad tech?
Yieldmo was built on the belief that every ad experience should be as engaging and human centered as the content around it. By merging creative excellence with advanced technology and AI, we enable advertisers to deliver custom ad formats that spark emotion and inspire action. Our proprietary attention signals and predictive format selection allow brands to optimize for outcomes before impressions are served. This approach, combined with privacy-safe inventory curation, ensures that our solutions stand out in their ability to deliver both creativity and results.
Creative and inventory performance
You’re known for delivering premium experiences across top-tier publishers. What strategies or innovations does Yieldmo employ to boost creative performance, increase engagement, and optimize inventory for your partners?
At Yieldmo, we emphasize the fusion of creative and media. We utilize predictive AI and a vast dataset to generate, customize, and match creatives with the right audiences and page contexts, enabling proven performance and learnings. On the supply side, we elevate publisher inventory by aligning high-quality ads with relevant content in innovative, non-intrusive creative formats. This dual focus ensures that every impression is primed for engagement, delivering tangible value to advertisers and optimal monetization for publishers.
Partnership with Experian
As a partner of Experian, how do our identity and audience data complement Yieldmo’s platform, and why do you see this collaboration particularly beneficial for the broader advertising industry?
Experian’s robust identity and audience data strengthen Yieldmo’s ability to serve precisely tailored creative experiences. By integrating Experian’s insights with our proprietary attention signals and AI-driven predictive systems, we can optimize audience targeting and engagement strategies. This partnership represents the advancement of outcome-driven advertising while giving brands the confidence of reaching the right consumers in meaningful ways.
Interest in Experian’s data marketplace
Experian recently introduced a new data marketplace aimed at simplifying data partner audience activation across display, mobile, and CTV. Which elements of this offering are most exciting from your perspective, and how do you anticipate it shaping Yieldmo’s solutions?
The unified approach of Experian’s data marketplace to streamline audience activation aligns seamlessly with Yieldmo’s vision of delivering data-driven creative optimization. The ability to activate comprehensive data sets across multiple channels expands our omnichannel solutions, bringing precision and scalability to advertisers. Lately, we have focused resources on delivering thoughtful, cross-channel creative experiences, so aligning audiences to those is a logical extension.
Verticals using third-party data
From your experience, which verticals or industries are most likely to activate third-party data campaigns on Yieldmo’s platform, and have you observed any emerging trends in how advertisers use data from Experian or other providers?
The retail, CPG, and automotive industries have been leading adopters of third-party data, using it to fine-tune targeting and personalize their messaging. Recently, we’ve noticed a shift toward bringing more post campaign measurement insights to the supply side–brand lift, foot traffic, conversion–for better optimization, whereas historically this valuable dataset was trapped in buy-side platforms.
Data utilization and success stories
Could you share how Yieldmo’s data-driven approach has evolved and any standout success stories that highlight your platform’s impact and value to partners?
Yieldmo has always prioritized data to inform creative decisioning, from predictive ad placements to real-time optimization. In this award-winning Humane Society case study, we utilized media curation and predictive creative to drive a >170% CTR increase, 5x the campaign benchmark, leading to more page visits and donations.
Thanks for the interview. Any recommendations for our readers if they want to learn more?
To learn more about our solutions and partnership opportunities, visit the Yieldmo website or contact your Experian account representative to schedule your free match test.
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About our expert
Eric Shiffman, Vice President of Product Marketing, Yieldmo
Eric Shiffman is a product marketing leader with extensive experience in advertising technology. At Yieldmo, he drives strategies that blend AI, creative optimization, and privacy-conscious solutions to deliver measurable creative and media results. Eric translates complex technologies into actionable messaging, positioning, and insights, and evangelizing products and solutions. His expertise spans creative optimization, data-driven advertising, CTV, and audience solutions.
Latest posts
Partnership Yields Increased Match and Connectivity Rate Through Tapad Graph, acquired by Experian March 27, 2018 — New York, N.Y. — Tapad, part of Experian, is reinventing personalization for the modern marketer and today announced the impactful results of its strategic partnership with Flashtalking, the leading global independent platform for ad delivery, unification and insights. Flashtalking is one of Tapad's most engaged partners, using the Tapad Graph to unify cross-device engagement and identity-driven consumer behaviors for attribution modeling. The company leverages a unique identifier that, in conjunction with Tapad's Graph, provides robust multi-touch attribution solution for its clients. This partnership has resulted in above-industry match and bridge rates for Flashtalking and its customers. Overall, the Tapad Graph yielded a 71 percent match rate with 41 percent of converters engaging on multiple devices, highlighting the importance of cross-device measurement. Tapad’s identity solutions provide Flashtalking with a more holistic view of global engagement. Flashtalking marries ad server log file data with the Tapad Graph to connect all interactions in the consumer journey. This enables Flashtalking to provide more accurate and impactful cross-device attribution, which ultimately enables better optimization. These achievements have led to recognition of Tapad and Flashtalking’s work by the I-COM Global Forum for Marketing, Data and Measurement. “Tapad allows us to understand user engagement across devices and platforms at both the household or individual user level, which is extremely beneficial when providing marketers with true path to conversion and attribution,” said Steve Latham, global head of analytics at Flashtalking. “Since our relationship began, we’ve successfully leveraged Tapad data to provide more accurate, actionable insights that have helped numerous brands achieve substantial gains in media effectiveness.” Flashtalking client Michael Lamontagne, SVP of analytics and CRM at 22squared says “We are big believers in using cross-device insights to improve our campaigns. Flashtalking has been a strategic partner in the pursuit of that goal. By incorporating the Tapad Graph, Flashtalking delivers powerful insights into user engagement and media attribution across browsers and devices. Of equal importance, their bundled solution makes it easy and efficient, saving our team countless hours of busy work.” “Our ongoing work with Flashtalking has had a significant impact on the accomplishments we’ve achieved,” said Chris Feo, SVP, strategy & global partnerships at Tapad. “Being able to grow with a dedicated partner that leverages our proprietary technology in unique ways has helped us uncover the global impact our services can have on a business. We’re proud to drive success for Flashtalking’s clients on a global scale.” Contact us today
The Tapad Device Graph™ Complements Freckle’s IoT Capabilities to Extend Scale and Precision of Audience Data New York, NY — December 6, 2017 — Tapad, part of Experian, is the leader in cross-device marketing technology and Freckle IoT, the global leader in multi-touch, offline attribution, today announced they are partnering to provide brands with a holistic and insightful view of their customers, in predefined locations in all global markets. Starting today Freckle IoT will be leveraging the Tapad Device Graph™ to supplement the company’s data set to offer brands more granular attribution data. Consumer’s online behavior is becoming more and more complex, with the average consumer owning three or more devices and 35 percent of consumers converting on a different device from the one on which they started their research. These interactions become even more complicated when considering how online interactions and media impact offline sales. The collaboration between Tapad and Freckle, which combines Freckle IoT’s persistent location data with Tapad’s proprietary cross-device technology, is an important step in empowering brands with the information they need to better understand how digital media, consumed across multiple devices, is impacting offline attribution. Using its opt-in, first-party data, Freckle IoT helps brands measure the effectiveness of their advertising by independently matching media spend to in-store visits. Tapad’s technology extends Freckle’s data-set by allowing brands to access additional deterministic and probabilistic data, at scale and across all devices, to analyze consumer behavior ahead of in-store purchase. “Combining our technology with Tapad’s identity-driven solutions was a natural fit for our business,” said Neil Sweeney, founder and CEO at Freckle IoT. “With our unbiased, agnostic measurement and Tapad’s precise and privacy-safe data set, we knew this partnership would be a strong complement to providing more effective results for the needs of our brand partners.” “Freckle IoT is a valuable partner for Tapad as our cross-channel attribution capabilities continue to expand at global scale,” says Chris Feo, SVP, strategy and global partnership at Tapad. “Marketers today need a tool that can address the online and offline disconnect throughout the consumer journey. Freckle’s IoT innovations combined with the Tapad Device Graph help address this need by providing brands, across multiple verticals, accurate and precise identity-driven data powered by true consumer behavior — online and offline.” For more information on Freckle IoT’s measurement offerings, please visit www.freckleiot.com. Contact us today
London – 24 November, 2017 – Tapad, part of Experian, is the leader in cross-device marketing technology and continues to broaden its reach across EMEA. The business today reported a 20 percent growth in the scope of its regional device graph, a data set used by organisations to map consumers to their devices, enabling better, more personalised cross-device marketing. This news complements Tapad’s recent expansion of its UK team with the hire of experienced solutions engineer, Davide Rosamilia. As the demand for cross-device technology solutions continues to grow around the globe, coupled with the emergence of regulations such as Europe’s General Data Protection Regulation (GDPR), Tapad is committed to offering suppliers the greatest level of insight without compromising consumer privacy. Since Tapad started licensing its proprietary Tapad Device GraphTM just over a year ago, demand for the company’s technology has experienced significant growth. New supply partnerships and proactive data sourcing have also meant an increase in devices across key markets, which contribute to the overall 20 percent growth of the EMEA device graph, including a 44 percent increase in the U.K., 47 percent in France, and 85 percent in Germany. “We’re continuing to invest heavily in growing our regional device graph, allowing us to better meet the needs of EMEA marketers as they strive to reach individuals with greater precision in some of the most tightly regulated marketplaces worldwide,” said Tom Rolph, VP EMEA, Tapad. “This year, we have also welcomed 10 new data suppliers whom we’ve helped to increase cross-device amplification, attribution and audience extension, helping to further set us apart in the marketplace and successfully expand our EMEA presence.” Available around the world, the Device Graph provides access to Tapad’s globally compliant and privacy-safe datasets across EMEA, APAC and the U.S., and offers deeper knowledge of consumer preferences, purchase intent, and conversion behaviors. “Tapad has shown a unique ability to adapt to the nuances of the local EMEA market and display impressive growth without sacrificing dedication to privacy,” said Alistair Hill, CEO and Co-founder at On Device Research. “When we started vetting technology vendors, we needed to be sure that we selected a partner that could offer compliant and privacy-safe datasets to operate within our stringent data standards. Tapad’s probabilistic solution offered us greater scale, greater device reach, and increased engagement without compromising on privacy.” Contact us today