At A Glance
Addressable advertising helps you reach addressable audiences with relevant messages across digital, TV, and streaming. As signals fragment across browsers, apps, and platforms, AI customer segmentation and privacy-first identity separate guesswork from accuracy. Experian brings trusted data, identity resolution, and activation partnerships together so you can connect with people in ways that feel relevant, respectful, and measurable.In this article…
A decade ago, you could buy media by broad categories and call it a day. But today, your audience lives in a curated world. They watch what they want, skip what they don’t, and expect what they see to match their interests. Research shows that when ads are tailored to households, people pay more attention, stay engaged longer, and are more likely to remember your ads.
That shift in expectations is why addressable advertising continues to grow. It’s a practical response to how media works today, with audiences moving fluidly across platforms, streaming spread across services, and measurement spanning screens and environments. Under these conditions, reaching the right people depends on clarity, not approximation.
Artificial intelligence (AI) strengthens that clarity. When applied responsibly, AI helps connect signals, deepen audience understanding, and deliver relevant messages while protecting consumer data. The result is advertising that feels more human, not less.
What is addressable advertising?
Addressable advertising is the ability to deliver personalized ads to specific individuals or households and measure results using privacy-safe data and identity. It works across digital, connected TV (CTV), linear TV, and over-the-top (OTT) streaming and relies on strong identity resolution and accurate data inputs to ensure your audience definitions remain consistent across channels and over time.
Benefits of addressable advertising
Addressable advertising changes how advertising performs by delivering messages to defined audiences, reducing wasted impressions, and making results simpler to measure.
| Benefit | What it means for you |
| Clarity | Reach the right audience with the personalized messages they want, instead of hoping the right people are watching |
| Efficiency | Avoid wasted impressions by focusing spend where interest already exists |
| Higher ROI | Improve conversion by delivering messages that feel relevant |
| Omnichannel consistency | Carry the same message across digital and TV without starting over |
| Measurable impact | Connect exposure to actions so performance is clear |
| Privacy and compliance | Activate audiences responsibly using privacy-safe data, clear governance, and compliant practices |
These are some of the reasons that addressable advertising has moved from a niche tactic to a core strategy. When audiences are clear, identity is connected, and measurement is built in, advertising becomes relevant, accountable, and easy to improve over time.
Addressable advertising vs. traditional advertising
Unlike traditional advertising, addressable advertising doesn’t depend on broad exposure or assumptions. It’s personalized by design and measurable by default, making it possible to connect ad exposure to outcomes. Another distinction is in how addressable delivers advertising to audiences and how performance is measured.
| Traditional media buys | Addressable advertising buys |
| You pay for broad reach | You pay for relevant reach to defined audiences |
| Ads run by placement or program | Ads are delivered to known households or individuals |
| Personalization is limited | Personalization is built into delivery |
| Measurement indicates trends, not who actually acted | Measurement connects exposure to actions by linking ads to defined audiences across channels |
But before you can activate addressable advertising, you need to understand who you’re actually trying to reach.
What is an addressable audience?
An addressable audience is a group of people you can identify and reach using data-based targeting. In other words, they’re not anonymous “maybe” viewers. They’re a defined audience you can activate across channels.
Here’s what typically builds addressable audiences:
| Factor | What it is | Why it matters |
| First-party data | Data from your own relationships (site activity, app activity, CRM, emails, purchases) | It’s your most direct view of existing customers and prospects |
| Third-party household and individual data | Demographic, behavioral, lifestyle, interest, and intent attributes from trusted providers | It fills gaps so your audience definitions don’t collapse when your own data is limited |
| Identity resolution | A privacy-first way to match people across devices, households, and channels | It improves accuracy so you don’t over-message the same people or miss them entirely |
| Contextual signals | Page-level, content, or viewing context where ads appear | It reinforces relevance in the moment and complements addressable targeting when identity signals are limited |
How Experian helps with addressable audiences
Experian helps you build and activate addressable audiences at scale without losing accuracy or trust. With more than 3,500 syndicated audiences available, you can activate consistently across 200+ destinations — including social platforms like Meta and Pinterest, TV and programmatic environments, and private marketplaces (PMPs) through Audigent.
That means reaching people based on who they are, where they live, and their household makeup, using data governed with care. Our approach is built on accuracy first, which is why Experian data is ranked #1 in accuracy by Truthset for key demographic attributes.
And when standard customer segments aren’t enough, Experian Partner Audiences expand what’s possible. These unique audiences are available through Experian’s data marketplace, within Audigent for PMP activation, and directly on platforms like DIRECTV, Dish, Magnite, OpenAP, and The Trade Desk.
The evolution of addressability and why it matters more than ever
As the media ecosystem shifts, reaching people across browsers, apps, CTV, and streaming platforms has become more complex. Signals are fragmenting everywhere as expectations for relevant, personalized experiences continue to rise, while reliable identifiers become increasingly challenging to access.
In response, addressability is shifting from a channel-specific tactic to an identity-driven approach to reach and measure defined audiences across screens.
That evolution puts new pressure on performance. Marketing budgets require accuracy and accountability, which means targeting must deliver measurable reach and outcomes you can trust.
At the same time, the growth of CTV and streaming is expanding addressable TV opportunities. As CTV inventory grows, so does the need for cross-channel, identity-based activation that works consistently and supports reach, frequency, and measurement in one connected view. That’s why identity has become the foundation for making addressable advertising work today.
When to apply addressable advertising
You don’t need addressable for everything, but it shines when you need your spend to go farther with accurate targeting and resonant messaging.
| Scenario | Why addressable helps |
| Product launches and seasonal pushes | Reach people who are more likely to care without flooding everyone else |
| High-consideration purchases (auto, travel, financial services) | Focus on likely intent and suppress audiences that don’t fit |
| Cross-channel campaigns (digital, TV, mobile) | Keep messaging consistent across screens |
| When using first-party data with AI | Use AI customer segmentation to scale responsibly and improve performance without sacrificing accuracy |
| Regulated categories | Rely on compliant data practices and clearer controls for regulated industries |
Addressable advertising is one way to put relevance and respect into practice — but it shouldn’t be the only time these principles apply. Marketers are expected to be thoughtful about who they reach, how often they show up, and how data is used across every channel. Addressable simply makes it easier to live up to that standard when accuracy, accountability, and scale matter most.
Addressable advertising and third-party data
There’s a common misconception that third-party data is no longer useful, but what’s really changed is the environment around it.
In the early days of digital advertising, third-party data often felt like the Wild West. Today, modern third-party data is more transparent, better governed, and held to far higher standards with:
- Clear data sourcing
- Documented consent practices
- Regular quality audits
- Strict limits on how data can be used
Used responsibly, third-party data plays a critical role in addressable advertising by complementing your first-party data and keeping audience strategies flexible as signals change.
Benefits of third-party data
When paired with identity resolution, high-quality third-party data helps you:
- Fill first-party gaps: Add demographic, behavioral, and interest-based insight when your own data is limited.
- Expand prospecting: Reach new audiences through modeling and lookalike expansion.
- Enrich segmentation: Combine household, behavioral, and interest signals to tailor creative, offers, and messaging to interests for more accurate and personalized activation.
- Support cross-channel addressability: Maintain consistent audience reach across devices and channels even as individual signals change.
Why work with Experian for your data needs?
At Experian, we approach third-party data with the belief that trust comes first. Our data is privacy-compliant, ethically sourced, and governed by strict standards so you can use it confidently.
Accuracy matters just as much. Our identity and data-quality framework verifies that the data behind your audiences holds up in the real world — a key reason Experian is ranked #1 by Truthset for key demographic attributes.
And because addressable advertising only delivers value when audiences move seamlessly from planning to activation, our audiences are interoperable by design. You can activate them across digital, social, and CTV platforms without rebuilding or reformatting your strategy for each channel.
How AI is redefining customer segmentation
Addressable advertising depends on audiences that stay accurate as people move across devices, platforms, and moments. Traditional segmentation built on static rules and snapshots in time can’t keep up with that reality.
AI customer segmentation analyzes massive sets of household and individual data (such as intent, household demographics, purchase behavior, and content consumption) to identify patterns, predict intent, and group people into addressable audiences.
As the AI advertising ecosystem continues to mature, reflected in industry frameworks like the LUMA AI Lumascape, segmentation and identity have become foundational layers rather than standalone tools. Those audiences update as conditions change, so they stay relevant instead of aging out.
Here’s how AI-driven segmentation supports addressable advertising.
| What AI enables | Why it matters |
| Predictive, intent-based audiences | Analyze behavioral and transactional data to group people based on likely next actions |
| Broader audience availability | As more data signals are incorporated responsibly, AI makes it possible to support a wider range of addressable audience options without sacrificing accuracy |
| Deeper insights from data | Discover what people care about, how intent is forming, and which signals are most important with larger, more diverse data sets |
| Real-time audience updates | Keep segments aligned as behaviors change, not weeks later |
| Higher accuracy, less guesswork | Rely on data-driven patterns for decision-making instead of assumptions |
| Ongoing optimization | Refine audiences throughout the campaign lifecycle as performance signals come in |
We’ve used machine learning and analytics for decades to support responsible segmentation — balancing performance with privacy and transparency.
That foundation now supports addressable advertising that adapts in real time while staying grounded in trust.
Addressable TV: Targeting in the streaming era
TV has become an addressable channel powered by data and identity resolution. CTV and OTT streaming are booming, while linear TV continues to decline, reshaping how people watch and how advertising works alongside it. For the first time, CTV spending is expected to outpace traditional TV ad spending in 2028, reaching $46.89 billion and signaling that addressable TV is now central to the media mix.
With CTV and OTT platforms, advertising can now be delivered at the household level. That means two homes watching the same show can see different ads based on who lives there and what they like. This is what makes addressable TV possible.
Benefits of addressable TV
As streaming inventory continues to grow, addressable TV creates new ways to bring relevance and accountability to a channel once defined by broad exposure. Experian links identity data across streaming, linear, and digital platforms to help you manage frequency, attribution, and household-level insights in one connected view.
Addressable TV also raises the bar. To manage reach, frequency, and measurement across streaming and linear environments, addressable TV depends on identity resolution that connects households across screens.
Here’s how addressable TV helps you when identity is in place.
| What addressable TV enables | Why it matters |
| Household-level targeting | Deliver messages that reflect who’s watching, not just what’s on |
| Frequency control across screens | Reduce overexposure and improve viewer experience |
| Cross-channel measurement and attribution | Connect TV exposure to digital actions, site visits, and conversions |
| More efficient use of TV spend | Bring accuracy, accountability, and outcome-based insight to premium inventory and improve reach of streaming-first, harder-to-reach viewer segments |
Ultimately, addressable TV isn’t a replacement for linear TV, but it is an evolution. As streaming becomes the default viewing experience, the ability to engage TV audiences with the same care and clarity as digital is essential.
Use cases for addressable advertising
Addressable advertising works across industries because it adapts to how people make decisions. The examples below are illustrative scenarios that show how addressable audiences, identity resolution, and AI-driven segmentation can come together in practice using Experian solutions.
Retail: Seasonal promotions
A home décor retailer could use identity resolution and AI-driven segmentation to build addressable audiences, such as holiday decorators and recent movers, who are more likely to engage during peak seasonal periods.
Campaigns could then be activated across CTV, display, and social, helping the retailer stay visible across screens while tailoring creative to seasonal intent.
Automotive: In-market car buyers
An auto brand might identify consumers nearing lease expiration using automotive-specific data tied to household and individual attributes.
By suppressing current owners, the brand could avoid wasted impressions and activate addressable audiences across OTT and mobile to reach likely buyers during active consideration.
Financial services: Credit card launch
For a new credit card launch, a national bank could use modeled financial segments to reach credit-qualified prospects.
Addressable digital advertising campaigns could apply frequency controls and personalized messaging, balancing reach with relevance while seamlessly measuring response.
Streaming media: New subscriber growth
A streaming platform looking to grow subscriptions could use an identity graph to exclude current subscribers.
Likely viewers could then be targeted across CTV based on content preferences and viewing behavior, keeping spend focused on net-new growth.
Media and entertainment: Audience expansion for a new release
Ahead of a new release, a film studio could use behavioral and lifestyle data to identify likely moviegoers and fans of similar franchises.
Addressable campaigns across CTV and digital video could help drive awareness and opening weekend attendance.
Travel: High-value traveler acquisition
A travel brand could use travel propensity data and household-level demographics to identify frequent flyers and family vacation planners.
Personalized offers could then be activated across display, social, and programmatic channels to increase bookings while keeping spend focused on higher-value travelers.
How Experian enables more effective addressable campaigns
Addressable advertising is most effective when identity, data, and activation are connected from the start.
Experian brings trusted household and individual data, privacy-first identity resolution, and broad activation partnerships together so you can move from audience insights to activation with minimal friction. Here’s how that comes to life across our core offerings.
Identity resolution with Consumer Sync
Consumer Sync connects devices, emails, digital identifiers, and offline data into a single, privacy-safe identity foundation. This connection helps your audiences stay consistent across streaming, linear TV, mobile, and digital despite changing signals.
Audience insight and segmentation with Consumer View
Consumer View supports clear segmentation, prospecting, and enrichment across industries. It combines demographic, behavioral, and interest-based data to help you build accurate, intent-driven audiences that reflect real people, not assumptions. Data is continuously updated and governed for accuracy.
Omnichannel activation with Audience Engine
Audience Engine enables direct activation of Experian audiences across CTV, digital, social, and programmatic platforms. It supports suppression, frequency management, and cross-channel consistency to keep messaging aligned and exposure controlled.
More efficient media through curation and Curated Deals
Curation combines data, identity, and inventory through Experian Curated Deals. These deal IDs, available off-the-shelf or privately, make it easier to activate high-quality audiences and premium inventory in the platforms you already use without custom setup.
AI-enhanced segmentation and optimization
Our AI-enhanced models analyze large data sets to create and refresh addressable audiences in real time, supporting intent-based targeting and ongoing optimization throughout the campaign lifecycle. These models work seamlessly with demand-side platforms (DSPs), ad platforms, and data clean rooms, so audience insights flow directly into activation and measurement without added complexity.
Seamless integration with your ecosystem
As an advertiser, you want addressable advertising to fit naturally into how you already plan and buy media. That’s why integration matters as much as insight.
Experian integrates with leading DSPs, ad platforms, and data clean rooms, so you can activate addressable audiences in the environments you already use without reworking your strategy or adding complexity. This approach helps you:
- Build and activate addressable audiences: Reach the people you want with accuracy and respect.
- Activate across channels: Keep messaging consistent across digital, TV, and streaming.
- Optimize with data ranked #1 in accuracy by Truthset: Improve performance using the industry’s most reliable data.
When identity, data, AI, and activation come together, addressable advertising does what it’s supposed to do: deliver relevance naturally, measure impact clearly, and give you confidence in every decision along the way.
That’s the foundation for campaigns people want to engage with.
Start creating campaigns audiences want to see
Experian can help you apply addressable advertising in ways that respect consumers, perform across channels, and stand up to real-world measurement.
Connect with our experts today to explore how addressable audiences, AI-driven segmentation, and identity-powered activation can work together in support of your goals.
FAQs about addressable advertising
Addressable data-driven advertising involves delivering personalized ads to specific individuals or households using privacy-safe data and identity.
An addressable audience is a defined group of consumers you can identify and reach based on known household or individual attributes.
Advertising becomes addressable when it’s possible to identify the audience by linking devices and households to people through identity graphs. This allows you to measure ad performance at the audience level and provide more personalized advertising.
Addressable advertising isn’t just for TV; it also works across digital, mobile, streaming, and social channels.
AI improves addressable advertising by analyzing large data sets to predict intent, build more accurate audiences, boost performance over time, and improve your ability to find and build your audiences.
Yes — identity resolution and first-party data are key to cookieless addressability.
Experian supports addressable advertising by providing trusted consumer data, privacy-centric identity resolution, and curated audience segments that activate across CTV, digital, mobile, and streaming platforms.
Latest posts
Viewers shift between streaming services, live TV, and on-demand content across multiple devices, making it harder to know exactly who sees your message. Instead of wondering if your ads are reaching the right viewers, it's important to have a clearer understanding of viewing behaviors so you can focus your efforts on the audiences that matter most to your campaign. Experian has collaborated with The Advertising Research Foundation (ARF) to create new opportunities for marketers. By combining data from the ARF’s DASH (Device and Account Sharing) study with Experian Marketing Data, we’ve developed a new way for you to understand and reach modern TV viewers. Instead of estimating who might see your message, you gain a clearer view of viewing behavior and can align activation with the audiences that matter to your campaign. What is the DASH study? The DASH study, developed by the ARF together with the National Opinion Research Center (NORC) and seven industry sponsors, including Experian, provides a detailed picture of how American households consume TV and digital media. This research offers an unbiased and accurate view of media habits, measuring everything from device usage to streaming account sharing. When this viewership data is combined with Experian Marketing Data, it allows for the creation of unique audience segments. These segments are built on real-world media and device usage, providing a more accurate representation of how people watch, share, and engage with TV content. This combination of identity and connectivity helps marketers understand exactly how people engage with media, technology, and their favorite brands. “Television viewing behavior has undergone a massive transformation, making it challenging for advertisers to reach their target audience and optimize frequency. These audiences give advertisers invaluable tools for managing their campaigns in an increasingly fragmented environment.”Doug McLennan, Director of Product Management How do DASH audiences help? By using the DASH study, Experian developed TV audience segments that reflect how people truly interact with content. These audiences provide the insights you need to align your campaigns with actual media consumption habits, helping you reach viewers with more relevant messages. This approach moves beyond basic demographics. It allows you to connect with people based on specific behaviors, such as co-viewing, screen preferences, or household streaming habits. The result is a more focused and efficient advertising strategy that delivers better outcomes. “DASH has established itself as a reliable and unbiased calibration set, a “true North”, for media measurement. Our collaboration with Experian puts the power and precision of DASH in the hands of marketers and advertisers as well.” Paul Donato, Chief Research Officer Which audience segments help you target viewers more effectively? These audience segments make it possible to find specific types of viewers and align your marketing campaigns with their media usage. Whether you’re connecting with people who are receptive to ads, households that enjoy shows together, or individuals who are frequent streamers, you can approach campaigns with greater accuracy and confidence. We’re pleased to introduce these segments and continue our partnership with the ARF, creating new opportunities to help you build effective connections with your target audiences. Explore some of our key audience segments: Ad Acceptors: Viewers who are more open to watching advertisements. Ad Avoiders: People who actively try to skip or block ads. Co-Watchers: Households where multiple people view content together. Solo Watchers: Individuals who typically watch TV by themselves. Paid TV High Spenders: Households that subscribe to multiple paid TV or streaming services. Large Screen Viewers: People who primarily watch content on large television screens. Small Screen Viewers: Individuals who prefer watching on smaller devices like tablets or phones. How can I use these audiences? Experian’s DASH audiences are available in your demand-side platform (DSP) of choice, ready for activation across all offline and online channels. This easy access means you can build more effective campaigns without changing your existing workflow. Using these segments, you can manage your advertising with greater confidence. You gain the tools needed to navigate the fragmented media environment and ensure your campaigns are seen by the right people. This targeted approach helps you maximize the impact of your marketing efforts and achieve your goals. Strengthen your TV planning and activation with DASH audiences. Are you ready to connect with your audience in a more meaningful way? FAQs What is the DASH study? The DASH study, developed by ARF, provides an unbiased view of how American households consume TV and digital media. It measures device usage, streaming habits, and account sharing to create a detailed picture of media consumption. How does Experian help advertisers understand media habits? Experian combines its Marketing Data with insights from studies like DASH to create audience segments based on real-world behaviors. This allows advertisers to align their campaigns with how people actually consume content. What types of audiences can I target with these segments? Audience segments include Ad Acceptors, Co-Watchers, Solo Watchers, Paid TV High Spenders, and Large or Small Screen Viewers, enabling precise targeting based on viewing habits. Why is understanding viewing behavior important for advertisers? By focusing on actual media consumption habits, advertisers can deliver more relevant messages, reduce wasted impressions, and improve the overall effectiveness of their campaigns. Latest posts
Advertisers continue to increase their spending across addressable TV, connected TV (CTV), and digital. According to IAB's "2021 Video Ad Spend and 2022 Outlook" report, digital video ad spending is expected to increase by 26% to $49.2 billion in 2022. Understanding who consumers are and how to best reach them in their preferred channel is becoming more complex. Damian Amitin and Colleen Dawe discuss how a seamless identity strategy can address the complexity of the emerging TV space. The evolution of identity resolution Around ten years ago, the idea of digital “identity resolution” or “Device Graphs” was born. This idea connected cookies and MAIDs to understand when many IDs were the same person or household. In more recent years, our industry began to connect that initial understanding to the CTV ecosystem. But, a large part of the TV ecosystem existed in silos, like first and third-party audience data, and the growing advanced TV market. The goal of identity resolution has always been to understand the consumer better. To achieve more accurate targeting and measurement in the CTV ecosystem, we must incorporate the following: What we know about the household and consumer from an ID perspective Who the consumer is as it relates to audience data, as well as the wealth of first-party data in the advanced TV space We know the cookie is a flawed way to collect data. While Google delayed the deprecation of third-party cookies, there are other challenges that we face right now. Such as the glaring gap in Safari traffic and the Identifier for Advertisers (IDFA) turning to “opt-in." Understanding consumer behavior across devices and platforms continues to challenge marketers and publishers. These challenges are creating the need to find more stable identifiers. Though the cookie remains valuable, it has an uncertain future. This has led advertisers to place bigger bets on the combination of addressable and CTV. The overlap in addressable and CTV data leads to fragmentation Personally identifiable information (PII) makes up the majority of addressable TV households' data. Part of the attraction to CTV is that their IDs remain universal, persistent, and stable. Analysts project that CTV ad spending will hit $23B in 2023. Consumers now have an average of 4.7 streaming subscriptions per household. It’s no surprise then, that Disney+, HBO, and Netflix released or announced ad-supported tiers. Addressable TV and CTV are often thought of as distinct markets across the industry. But, in the context of identity, we should look at them through the same lens. Millions of households still consume TV and video content via a set-top box or through apps on CTVs. This is in addition to what they consume on their laptops, tablets, and phones. Of the top 11 cable and satellite providers, 65 million U.S. households still have a box in their homes. On the other hand, approximately 96 million U.S. households have at least one or more Smart TVs and streaming services. With about 126 million total U.S. TV households, that’s a lot of overlap. There are still significant numbers of both addressable and CTV homes. How can we address fragmented TV consumption? Through a holistic and comprehensive approach to identity. An approach that captures addressable TV, CTV, and digital identifiers. An approach that captures all audience attributes inside of a single identity graph. This is the ideal approach for publishers, AdTech vendors, and brands. Discover how to unlock holistic identity How can we achieve a holistic identity? Through a three-pillared approach: First-party data onboarding Digital identifiers Consumer data First-party data onboarding Bringing offline data from a brand’s consumers is very valuable due to the quality of the data. Because the data is being collected right from the source, you know it’s accurate. It provides the foundation you can build your identity strategy from. Digital identifiers Once you create a foundation with first-party data, you need to connect it. Either with an internal or licensed digital ID graph. Then you can understand the connections between all devices within the household. Consumer data After you know which devices tie to a single consumer, you'll want to act on that knowledge. The next step is to partner with a data provider that can help you understand your consumers. Establishing this partnership will help improve targeting, measurement, and the customer experience. To achieve a well-rounded customer view tomorrow, we need to start today The three-pillared approach bridges the gap between the offline and online worlds. This provides a well-rounded view of customers and audiences. However, the ability to tie these aspects of identity together still presents several challenges. To achieve the three-pillared approach today, you need to use many vendors and fragmented data sources. Often with conflicting data. As we look forward, the tools to do this are becoming more advanced and unified. The players in our ecosystem should adopt a seamless identity strategy. One that provides a privacy-safe yet full-picture solution. That means capturing and unifying all devices within a household. While also understanding the consumer behaviors and profiles behind those devices. As TV becomes more sophisticated, our data and services will enable you to unlock a holistic identity. Chris Feo, SVP of Advanced TV and Platforms, spoke with Broadcasting & Cable about how our data powers measurement, audience insights, and results for businesses within the TV space. "As more and more companies enter the general TV space, whether you're a publisher, an advertiser or anyone in between that's doing measurement, insights, analytics, our data or our services will play a role in some part of that value exchange." – Chris Feo, SVP of Advanced TV and Platforms, Experian Marketing Services Keep up with your customers and their data Once we create an informed identity strategy, we can begin to understand the makeup of each household and the individuals within. In this new world, personalizing the experience for an audience is key. Where do they prefer to spend their time? What type of content are they most engaged in? Only then can we as an industry provide an optimal experience for each consumer. All while driving greater ROI for advertisers and publishers. Are you ready to know more about your customers than ever before? Let's get to work together to achieve your marketing goals. Contact us to learn how we can connect the complex dots of identity resolution. About our experts Damian Amitin, VP of Enterprise Partnerships, Experian Marketing Services Damian Amitin is the VP of Enterprise Partnerships and joined Experian during the Tapad acquisition in November 2020. Damian is a senior sales and partnerships executive, specializing in the identity resolution and marketing data ecosystem. Damian helps brands, publishers, and technology vendors enable enhanced ID resolution through The Experian/Tapad platform to attain a 360 view of the customer across targeting analytics, attribution, and personalization. Colleen Dawe, Senior Account Executive, Experian Marketing Services Colleen Dawe is a Senior Account Executive on the Advanced TV Team within Experian Marketing Services. With 15 years of experience working within the television ecosystem, Colleen works with clients to bring the value and expertise of Experian to support their objectives in the areas of data, identity, activation, and measurement. Get in touch
Over the past two decades, we’ve seen healthcare become increasingly interconnected. Healthcare systems can share a patient's clinical information in a variety of ways. A Pharmacy Benefits Manager can share it through an Electronic Health Record. An MRI scanner can also capture and store patient images on a picture archiving and communication system (PACS). Despite this wealth of information, according to the CDC, 20 million U.S. citizens don’t have access to medical care when they need it. A patient’s well-being should represent more than their clinical data. How can we increase access to care for those individuals? We can look towards non-clinical factors, like the social determinants of health, for answers. Coordinate care for at-risk patients What if you could identify patients who are likely to readmit due to factors outside of their medical conditions? We can use demographic, geographic, and socioeconomic data to discover patients that need greater access to care. The social determinants of health (SDOH) can uncover factors that may increase the burden of disease for some populations. What are the social determinants of health? They are the conditions in the environments where people are born, live, learn, work, play, worship, and age. Think of factors like safe housing, transportation, job opportunities, and education. These conditions can affect a wide range of health, functioning, and quality-of-life outcomes and risks. What insights can the social determinants of health reveal? Experian Health’s Social Determinants of Health solution offers holistic insight into the financial, transportation, and technological barriers individuals may experience. These barriers could hinder their access to care, medication, food, and housing. It's important to find a solution like ours that offers prioritized, proactive suggestions for interventions that help remove or reduce such barriers for improved health outcomes. Our rich household data sets can provide key insights into the SDOH. This data can answer key questions such as: Are there existing populations with housing instability issues? How much price sensitivity do consumers have for medication? Are there markets or locations that have food instability issues? Is transportation an issue that makes it hard for patients to access care facilities? Are there geographic influences that drive or prevent diagnosis and care? In the chart below, we break down the SDOH into five categories. We outline key considerations that offer insights to provide patient-specific context for your caregivers. Finally, we present patient engagement strategies that are SDOH factor-specific and based on best practice interventions and program types. Social determinants of health data in action While much of healthcare focuses on clinical outcomes, our Consumer View data can provide a wealth of insight into a variety of non-clinical factors that can influence quality of care. A profile of core demographics such as age, ethnicity, and gender can uncover new opportunities or highlight areas where engagement does not align with medical research. We can discover patients at-risk for not being able to access essential services utilizing key, social determinants of health and geographic profiling. When combined with core demographics like age, gender, and ethnicity, we can compare any patient population against expected SDOH norms to uncover significant gaps in access to care. Our data shows that: 1 in 12 households have no access to a vehicle 1 in 4 households are sensitive to the cost of medication 1 in 5 households have very low technology sophistication 1 in 7 households live below the federal poverty level Once you have this data, what can you do with it? You can develop an inclusive education and communication campaign with our data-driven content and contact engagement solution. This solution empowers you to pair the perfect messaging styles with the right channels to deliver a personalized experience to broaden your reach. For those individuals who have little access to technology, an email campaign may not reach them. We can identify additional engagement channels like the traditional newspaper, radio, direct mail, or even broadcast TV to determine the best medium to expand your market while increasing access to care. By using decision making styles and engagement channels, together we can reduce the burden of care on the medically underserved. Let’s drive inclusive healthcare together Develop a more holistic view of your patient population while increasing healthcare equity. We can help you use the social determinants of health for actionable care management. Contact us to learn how you can fold this data into your healthcare ecosystem. Get in touch