Key takeaways:
- Strong partnerships align audiences, capabilities, and commercial goals, with the flexibility to add or change partners as needs shift.
- Interoperable identity creates companies and environments, with trust and governance providing clarity around how data and identity are used.
- Consumer intelligence creates more value when enrichment, planning, activation, curation, and measurement work together within the systems marketers already use.
- Better decisioning helps marketers navigate an abundance of data and find what’s relevant to their objectives, with AI helping support discovery and selection.
AdTech has built a range of technology for understanding audiences, resolving identity, activating media, and measuring performance. The opportunity now is to make those capabilities work together.
Data sits in different systems, identity changes between environments, and campaigns move across platforms and companies before anyone can tie media activity back to an outcome. Each capability serves a purpose. Greater interoperability creates a more consistent path from planning through measurement.
Interoperability brings those capabilities into alignment across systems, environments, and companies. For brands, agencies, publishers, and platforms, that can mean less complexity and greater continuity from one stage of the advertising workflow to the next.
Partnerships are becoming part of the operating model
Strong AdTech partnerships start by finding where companies fit together, from the audiences they serve to the capabilities and commercial goals they share.
That alignment creates room to build something more valuable together, including more relevant ad experiences that draw on what each company does best. It also creates optionality. Companies can bring in new partners or capabilities as needs change without rebuilding the strategy from the ground up. This is what turns a partnership into part of the operating model.
Companies align around shared goals, build on each other’s strengths, and create a structure that can adapt as the advertising ecosystem changes.
Connected advertising needs identity that works across companies
Consistent identity gives companies a shared foundation across planning, activation, and measurement, even when those activities happen across different platforms and environments.
Interoperable identity connects people, households, devices, data, media exposure, and outcomes across those environments without requiring every company to use the same technology stack.
That interoperability also requires trust. As identity moves across companies and environments, each participant needs clarity around how data and identity are used. Strong governance creates that clarity and gives companies a more reliable foundation for working together.
AI-powered identity resolution can interpret changing digital signals and connect them with more stable identity information, creating a more consistent view across environments. With AI increasingly informing advertising decisions, the quality of the data, identity, and governance behind those systems will shape the quality of their decisions.
Consumer intelligence should meet marketers where decisions happen
Consumer intelligence creates more value when it becomes part of the systems marketers already use to make decisions. Bringing enrichment, audience planning, activation, curation, and measurement closer together gives marketers a clearer path from understanding people to putting that understanding to work.
That consolidation matters. When the same system carries more of the workflow, marketers can enrich their data, build and activate audiences, curate media, and measure outcomes with greater consistency. The intelligence gained from measurement can then inform the decisions that come next. AI makes those connections even more valuable.
When AI supports audience selection, media choices, and measurement, reliable consumer intelligence across the workflow gives it the context needed to make informed decisions.
Better decisioning turns more data into value
AdTech has made huge amounts of data accessible, which creates a new challenge: helping marketers decide what to use. Making thousands of audiences available solved the access problem. But the next question is how marketers determine which options fit a particular objective.
AdTech companies can make that abundance easier to navigate by helping marketers find, evaluate, and apply relevant data within the systems they already use. AI can help interpret large catalogs and surface useful options, but those recommendations still depend on accurate data, consistent identity, and enough context to inform the decision.
What this shift means for AdTech
Interoperability gives AdTech a way to bring together what the industry has already built. Partnerships align companies, identity creates continuity across environments, consumer intelligence turns data into context, and better decisioning helps marketers find what matters for the objective at hand.
Together, those capabilities create an ecosystem where specialized companies and technologies can work together without passing complexity on to the customer. As more advertising decisions become AI-assisted, that connectivity becomes even more important.
AdTech has spent years building the pieces. Now the focus is removing the seams between them.
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About the author
Ali Mack
VP, AdTech Sales
Ali Mack leads Experian’s AdTech business, overseeing global revenue across the company’s expansive tech 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.
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Cross-screen marketing tech firm, Tapad, drove unified campaign; partnered with Statiq to measure cross-screen impact on in-store visits LONDON, March 8, 2016 /PRNewswire/ — Carat North completed the UK’s most comprehensive digital campaign with Tapad, the leader in cross-device marketing technology and now a part of Experian. Coupled with location-based audience data from Statiq, this marks the first time a UK-company has measured the impact of unified, cross-screen campaign on in-store visits. Carat North served display and video ads to grocery shoppers for the leading retailer ASDA from August through October. During the campaign, Tapad utilized Statiq’s audience data to measure which users visited a store after being exposed* to the campaign’s ad on multiple devices. The digital campaign demonstrated a lift of 59% for in-store visits when users were exposed to ads on three devices over people who were shown an ad only on onescreen. Those who engaged with the ad were also 411% more likely to visit an ASDA store. Of those who were exposed to an ad, 248% were more likely to visit a store. Impressions served to mobile devices saw the highest success rate with an in-store visit lift of 67%. The campaign leveraged Tapad’s proprietary technology, The Device Graph™, which Nielsen confirmed Tapad’s cross device accuracy to be 91.2%, to serve ads sequentially on connected devices belonging to the same user. CARAT NORTH: “The ability to know which devices belong to our customer, coupled with the ability to deliver the right ad, and right message, wherever they are and on whatever device they’re using, has been something this industry has long needed,” said Steve Thornton, Digital Account Manager, Carat North. “We’re impressed with the results that have come from the work with Tapad and Statiq for this media-first, and look forward to continuing to offer these solutions to clients like ASDA. Matching unified cross-device capabilities with real insights on campaign performance is an invaluable advantage in the marketing world.” TAPAD: “This campaign is a perfect example of the capabilities of cross-device advertising,” said Are Traasdahl, Founder and CEO, Tapad. “In addition to reaching users across devices, we’re able to analyze campaign results and determine how different combinations of ad exposure, creative type or view frequency affected their decision to visit a location.” STATIQ: “As a location data specialist, Tapad is our ideal partner – they are an industry leader and by working with them we are able to determine the impact unified messaging has on real world consumer behaviours,” said Dean Cussell, Co-Founder of Statiq. “We believe this type of analysis will significantly aid brands in optimising future ad spend.” About Carat North Carat North is a leading independent media planning & buying specialist in digital and non-traditional media solutions. Owned by global media group Dentsu Aegis Network, the Carat network is more than 6,700 people in 130 countries worldwide across 170 cities. Carat defined the sector when established as the world’s first media independent in 1968 and is now Europe’s largest media network, a position held for more than 15 years. For more information visit www.carat.co.uk About Tapad Tapad 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. TechCrunch called the powerhouse Tapad team “a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade.” Among Tapad’s numerous awards: 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. Read the full release here. *Tapad utilized Statiq’s audience data to measure which users visited a store during, or within one month of, being exposed to the campaign’s ad on multiple devices. Contact us today
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