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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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