Buyers can now put Experian’s audience and contextual intelligence to work in Google Ad Manager Curation in two ways: through off-the-shelf solutions available directly in Google Ad Manager, or through Custom Curation packages that Experian builds using Google Ad Manager’s inventory supply. Together, these options bring Experian’s consumer data foundation closer to the Google supply agencies already buy, with the flexibility to choose between a ready-to-use solution and an Experian package tailored to specific campaign goals.
Why targeting at the source matters
Many audience strategies still apply targeting on the buy side, which means signals pass through multiple systems before an impression is evaluated. Each step can shrink the pool of requests where the audience is still recognizable, so a carefully built strategy can reach the auction at a fraction of the scale it started with.
Google Ad Manager Curation moves segment evaluation closer to the ad request. When a request matches the selected Experian segment, Ad Manager sends the bid request with the associated Deal ID to the buyer’s DSP. This more direct path can support stronger match and deal-transaction rates, more accurate forecasting, and better access to the audience defined in the strategy.
As AI shapes more media decisions, the quality and provenance of the data feeding those systems matter more. Evaluating audience or contextual criteria closer to the source helps preserve the connection between the strategy and the impression being considered.
Two ways to get started
The right entry point depends on how much customization the campaign requires. Buyers can access Experian solutions off-the-shelf directly in Google Ad Manager or work with Experian to build a Custom Curation package using Google Ad Manager inventory supply.
Start off-the-shelf
For buyers who want direct, self-service access to Experian audience and contextual solutions. Experian solutions are available off-the-shelf in Google Ad Manager, giving buyers a straightforward way to select the data or contextual strategy that fits their campaign and create packages through Google Ad Manager’s Curation capabilities.
Experian also offers Predictive Indexed, which uses Experian audiences to predict the contextual categories and pages to target based on the likelihood that consumers visiting those environments fall within the selected audience. This gives buyers an audience-informed way to approach contextual activation without requiring identity at the point of activation.
Build a Custom Curation package
For buyers who need a strategy tailored to specific audience, contextual, and inventory requirements.
Experian can build Custom Curation packages using Google Ad Manager’s inventory supply based on the targeting criteria that matter for a campaign. Where off-the-shelf solutions draw on Experian data, custom packages can also incorporate partner audiences and a brand’s own first-party audiences. Packages can combine Experian audiences, partner audiences, a brand’s own first-party audiences, contextual signals, and inventory or site criteria.
Experian applies those criteria against Google Ad Manager inventory supply and brings the data, targeting, and inventory together into a single curated deal. This gives buyers a way to combine audience and supply decisions rather than managing each component separately.
The approach can be tailored to the campaign. A buyer might start with a defined audience and add contextual or inventory criteria, bring a brand’s established first-party audience into the strategy, or build around specific supply and audience-quality requirements.
Choose the path that fits the campaign
Both paths do the same underlying thing: they move the audience or contextual decision closer to the ad request, before signal loss builds across the path. Whether a campaign calls for something ready to use or a package built to spec, the result is a more direct line from strategy to impression.
Ready to get started? Explore Experian solutions available off-the-shelf in Google Ad Manager or contact your Experian representative to request a Custom Curation package.
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The Tapad Device Graph™ increases Throtle’s amplification by 475 percent. NEW YORK, Nov. 1, 2017 /PRNewswire/ — Tapad, now a part of Experian, the leader in cross-device marketing technology, today announced a partnership with Throtle, a leading data onboarding company. The Tapad Device Graph™ will enhance Throtle’s best-in-class onboarding capabilities by providing accurate and privacy-safe cross-device reach as well as precise audiences at scale. In partnership with Tapad, Throtle will deterministically link its services to a corroborated individual with hundreds of targeting attributes. This linkage allows Throtle to offer true cross-device identity management and identity resolution services to accompany its robust onboarding capabilities. Throtle will also work with Tapad to validate its device graph, building larger, more comprehensive audience segments. To date, the Tapad Device Graph™ has connected 61 percent of Throtle IDs to related ones in the graph, with an average amplification rate of 475 percent for Throtle’s IDs, or 4.8 new IDs per each of Throtle’s. Throtle has also seen its overall match rates involving Tapad’s identity insights rise an average of 15 percent since the inception of the partnership. More specifically, Tapad’s mobile advertising IDs (MAIDs) have increased Throtle’s in-app identity inventory by 35 percent. “Tapad has proven to be a trusted source for cross-device matching and has a tremendous reputation in the advertising and marketing technology industries for delivering superior precision and scale with the utmost dedication to privacy,” says Paul Chachko, CEO, Throtle. “Since we first began our test phase, and continuing through to this day, Tapad has met and exceeded our expectations for what a partner should be.” With Tapad’s strong commitment to precision and accuracy, Throtle was confident that this partnership would prove to be the right choice for the strategic expansion of its platform. Not only does Tapad deliver in-depth insights, parsing deterministic from probabilistic linkages, but its pool of device-level touchpoints enables Throtle to increase scale without seeing a decline in precision. For more information about the Tapad Device Graph™, or to request a demo, visit https://www.experian.com/marketing/consumer-sync About TapadTapad Inc. is a marketing technology company renowned for its breakthrough, unified, cross-device solutions. The company’s signature Tapad Device Graph™ connects millions of consumers across billions of devices. The world’s largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious, and unified approach to connecting with consumers across screens. In 2015, Tapad began licensing 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 Boston, Chicago, Dallas, Detroit, London, Los Angeles, Miami, Oslo, San Francisco, Singapore, and Tokyo. Tapad’s numerous awards include: Forbes’ Most Promising Companies, Deloitte’s Technology Fast 500, Crain’s Fast 50, TMCnet Tech Culture Award, and Global Startup Award’s “Startup Founder of the Year”. In 2016, Tapad was acquired by the Telenor Group, one of the world’s largest mobile operators. About ThrotleThrotle is a data onboarding company focused on deterministic matching and identity resolution, empowering brands with true individual-based marketing. Our data centric onboarding approach guarantees the highest level of accuracy, scale, and responsiveness for our clients. For more information on Throtle, please visit, throtle.io. Contact us today
Autotrader leverages The Tapad Device GraphTM to achieve higher performance and reach new audiences across all devices New York, NY – September 6, 2017 – Tapad, the leader in cross-device marketing technology and now a part of Experian, today revealed findings from a campaign conducted with Autotrader which connects with more actual car buyers than any other third-party listing site.* Autotrader’s premium audience, combined with the Tapad Device GraphTM, delivered significant audience extension across desktop, mobile, and tablet to drive awareness and maximize both reach and delivery across screens. To help analyze shopping behaviors across multiple devices, the global automotive brand for this campaign turned to Autotrader and Tapad, who created a cross-device pre-roll video strategy with a focus on viewability, concentrating on potential customers already searching for vehicles. By using a one-to-one connection, instead of look-alike modeling, Tapad also ensured that the automotive brand discovered only new consumers across all of their devices. This approach discovered a new potential audience of more than 14 million consumers, eliminated communication waste and the risk of duplicates, increased overall performance, and ensured more of their campaign dollars reached meaningful audiences. Overall, this case study represents a leap forward in terms of audience-based targeting and the highly-sought after multi-touch attribution modeling. “We really enjoy working with the team at Tapad to help execute our Audience Extension campaigns”, said Lynne Green, product manager at Autotrader. “Their ability to meet the demands of an ever-changing industry, as well as their dependable customer service has allowed us to confidently deliver against our unique in-market automotive audience and provide our clients ongoing messaging opportunities to our audience beyond Autotrader.com.” “How identity relates to conversion behavior is a complex part of any advertising campaign,” said Jeff Kelosky, RVP and head of global automotive at Tapad. “After identifying auto consumer’s behavioral patterns and device usage while shopping for vehicles, we knew we could successfully help Autotrader and its automotive brand clients maximize campaign viewability and drive results.” To learn more about using Audience Extension with Autotrader, click here. For more about the Tapad Device GraphTM, or to request a demo, visit https://www.experian.com/marketing/consumer-sync Contact us today
With campaigns applied to seven major holding companies, Tapad continues to see healthy adoption with The Trade Desk clients NEW YORK, NY – August 23, 2017 – Tapad, now a part of Experian, the leader in cross-device marketing technology, today announced its ongoing momentum with The Trade Desk, Inc. (Nasdaq: TTD), a global technology platform for buyers of advertising. Tapad is providing cross-device segments from the groundbreaking Tapad Device GraphTM through The Trade Desk’s platform. Since 2015, Tapad has seen steady growth in the use of its cross-device data across The Trade Desk platform. This forward progress continues, as 1H2017 saw important milestones for Tapad. Seven major private and independent holding companies now apply Tapad’s data to their campaigns, in addition to more than 1,500 unique brands. Tapad’s proprietary Device GraphTM connects billions of devices, providing unified and insightful data for brands, agencies, and marketers across the globe. Several of these clients, representing varying industries from financial, to auto, CPG and retail, apply Tapad’s data across a number of key tactics and strategies, including: first party CRM extension, third party audience extension, cross-device retargeting, cross-device frequency management, and more. Clients in these verticals continue to rely on Tapad’s cross-device data, as Tapad saw the amount of usage by financial and retail clients grow by four times over the past year, and double for automotive and CPG clients. “We are pleased to offer our clients access to Tapad’s device graph”, said David Danziger, VP of Data Partnerships, The Trade Desk. “Their cross-device identification capabilities have been a powerful addition to our omnichannel platform.” Contact us today