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.
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Global Engineering Team Staffing Up New Oslo Hub; Nordic Operational Team Also Slated for Q1’17 NEW YORK, Jan. 11, 2017 /PRNewswire/ — Tapad, now a part of Experian, the leader in cross-device marketing technology, is opening an office in downtown Oslo, Norway, effective January 16, 2017. This development reflects Tapad’s continued growth following its acquisition by the Telenor Group in early 2016. Tapad Oslo will be comprised of a globally-focused engineering team as well as an upcoming operational headquarters for the region. Jeff Olchovy, a senior Tapad developer and one of its earliest employees, will forge the company’s Nordic engineering presence by supporting the build-out of the team. The initial hiring plan of more than 20 open positions includes roles such as Head of Engineering, Senior Software Engineers and Solution Engineers. Plans for Tapad’s Nordic Region business line, including its leadership, will be announced within the first quarter of 2017. “Given the caliber of technical talent and our extensive network in the region, Oslowas the logical choice at this stage of our growth,” says Dag Liodden, Tapad CTO and co-founder. “This enables us to continue building out our innovative team on a global scale in a region that is close to our hearts and minds.” In collaboration with its New York-based developers, Tapad’s Oslo-based engineers will continue to advance the company’s renowned product portfolio, such as the Tapad Device Graph™. An early adopter of Scala and big data processing technologies, Tapad has long been an influencer in U.S. tech. “As the head of our platform group, which daily processes several petabytes of data and is the foundation for all of our real-time systems, Jeff is a highly respected engineer,” said Pål Høye, Tapad’s senior vice president of engineering. “Given his experience and skillset, he is ideally suited to find and lead an innovative team focused on building the industry-leading products we are known for.” About TapadTapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. Tapad’s numerous awards include: EY Entrepreneur of The Year (East Coast) 2014, among Forbes’ Most Promising Companies two year’s running, Deloitte’s Technology Fast 500, Crain’s Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award and a MarCom Gold Award. Contact us today
Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Global Startup Awards. The Global Startup Awards’ Founder of the Year Award recognizes an individual that has pushed the boundaries of technology to empower new innovations and ideas. The Global Startup Awards places each year’s regional category winners against each other to determine whose achievements stand out from the rest of the startup ecosystem through nomination, voting and jury evaluation. In May 2016, the Nordic Startup Awards named Traasdahl Founder of the Year. “Are is a force of nature and his creativity and passion know no boundaries, it seems,” said George Tilesch, Global Startup Awards juror and U.S. managing partner of Innomine Group. “Extra kudos for the mentoring work and the Norwegian superfund plans. Are knows giving back is of the utmost importance.” “Are is a superstar within the Norwegian startup ecosystem,” said Kim Balle, founding partner and CEO of the Global Startup Awards. “From the jury feedback I could see that not only are his impressive achievements the reason for their rating, but also his focus and ability to give back to the startup scene played an important factor in him winning the category.” “It is an enormous honor to be named Founder of the Year by the Global Startup Awards,” said Traasdahl. “I am so committed to fostering entrepreneurship both at Tapad and throughout the startup space. This win is a remarkable bookend for a stellar year that began with our acquisition by the Telenor Group and continued with best-in-class product innovation, superior solutions for our clients and our Propeller Program that is so dear to my heart.” Tapad’s Propeller Program hosts five early-stage companies at Tapad’s New York headquarters for one year to mentor them through global expansion. The participants of this inaugural program come from Traasdahl’s native Norway. For more information on the Global Startup Awards, please visit: http://www.globalstartupawards.com/#gsa. Contact us today