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Retail media networks (RMNs) are an exciting innovation within the advertising industry. A retail media network refers to an advertising platform that a retailer owns, providing marketers with the opportunity to buy advertising space on the retailer’s digital platforms as well as extend their reach offsite with key platforms the retailer has partnered with to open up their media buying to advertisers. The retailer uses first-party data and customer insights to create new advertising opportunities and connect with shoppers throughout their buying journey.
In this article, we’ll discuss the significant advances in retail media trends and technology — and their implications for the future of advertising.
Benefits of retail media for advertisers
Every online impression counts in the digital era, making retail media especially advantageous for advertisers. It yields new opportunities for advertisers to thrive, which we’ll discuss below.
Get access to first-party data
First-party data is a valuable asset for advertisers. Retail media networks offer advertisers direct access to customer insights from the retailer’s data vault, which helps them create highly personalized ad campaigns and connect with current and potential customers.
Custom marketing options for each brand
Retail media provides brands with various marketing options, from product listings to onsite display advertising. These options allow advertisers to customize their approach, deliver tailored messages to their target audience, and meet consumers where they are.
Reach new customers
Retail media networks empower advertisers to connect with new and existing customers using retailers’ extensive digital presence. These networks extend beyond a retailer’s own website and allow brands to tap into a broader audience base; major RMNs often have a significant offsite presence and provide advertisers with opportunities to reach consumers across various digital touchpoints and platforms beyond the retailer’s controlled environment. This reach enhances brand visibility, engages diverse audiences, and contributes to the growth of customer acquisition.
Closer proximity to purchase decisions
Another benefit of retail media is its ability to position brands closer to the point of purchase in the customer journey. Targeted, data-driven advertising strategically placed across various touchpoints enables retailers to influence consumers when they are already lower in the purchase funnel. This proximity increases the likelihood of faster purchase decisions, especially when complemented by strategies such as timely offers and retargeting, expediting the decision-making and conversion processes.
Consumers prefer personalized advertising
Research has shown that approximately 50% of consumers will spend more money with companies that personalize their e-commerce retail experience. Ads relevant to a consumer’s interests and aligned with their behaviors make shoppers more likely to engage with a brand and find it easier and more convenient. As retailers honor consumer preferences for personalized advertising, they’ll find it easier to align with consumer preferences and provide an improved shopping experience.
Retail media network use case: Experian’s impactful marketing attribution with a discount store giant
Experian’s past collaboration with a discount store giant involved implementing a comprehensive marketing attribution strategy. The primary goal was to effectively demonstrate brand campaign performance and optimize ad spend within the retail media network. We built a full-stack attribution solution that connected their offline and online data, and our approach was as follows:
- We started by collecting exposure data from all touchpoints, such as the website, app, and offsite display and social, to turn anonymous exposures into identified individuals and households.
- Additionally, we gathered debit and credit card transaction data from in-store and online points of sale to better understand purchase behavior. We also unveiled new demographic insights for the retailer.
- To streamline the decision-making process, we provided an easy-to-read reporting tool that showcased vital performance metrics.
Takeaways from the collaboration emphasized the importance of:
- Understanding the audience seeing the ads and those making purchases.
- Analyzing incremental lift and identifying insights or trends.
- Sharing these valuable insights across the organization and with advertisers to inform future campaigns and brand positioning.
Utilizing recent trends in the retail media landscape
This case study serves as a prime example of how recent retail media trends are shaping a data-centric, integrated, and insights-driven future for advertising in retail. Our marketing attribution strategy aligns with the industry’s shift toward data-driven decision-making in RMNs.
Today, retailers are adopting full-stack attribution solutions like ours, enabling them to connect offline and online data to understand customer interactions better. This reflects the trend of looking for a holistic view of customer journeys and highlights the importance of integrating diverse data sources to understand consumers comprehensively.
Moreover, our strategy to transform anonymous exposures into identified individuals, integrate transaction data, unveil new demographic insights, and provide an easy-to-read reporting tool mirrors the trends of enhanced personalization, merging online and offline data, and simplifying analytics within RMNs.
Using new retail media
Our introduction of a user-friendly reporting tool highlights the potential of new retail media to change how advertisers analyze data and gain actionable insights. It emphasizes the value of advanced tools in optimizing ad campaigns, measuring performance metrics, and informing future strategies. New technology will continue to drive effective marketing attribution and shape the future of retail advertising.
Kroger Precision Marketing’s newly announced platform
Kroger Precision Marketing (KPM) represents another excellent retail media use case. The retail media arm of the popular supermarket chain is looking to the future with the launch of its advertising platform. KPM is committed to innovation, and this move underscores its desire to be at the forefront of the retail media landscape. Let’s take a closer look at some of the essential features of this new platform.
In-house
KPM recently announced the launch of an in-house advertising platform — a significant shift from their previous practices, where they relied on external tools and systems for their retail media services. By bringing the ad technology in-house, KPM has greater control, flexibility, and the ability to align its platform precisely with its retail media goals. This decision enhances Kroger’s self-sufficiency and enables quicker adaptation to evolving market demands.
KPM’s new in-house platform was officially rolled out on October 13, 2023, and is redefining how advertisers interact with Kroger’s expansive base of consumers.
Easier for media buyers
KPM’s in-house platform is also focused on providing better tools for media buyers. The platform is designed to offer advanced automation and optimization capabilities that will make campaigns more efficient and data-driven. By using this platform, media buyers can easily reach the right audience, customize their messages, and fine-tune their campaigns — all in one place.
Integrated platform
KPM’s new platform will integrate with existing ad campaigns and eventually encompass all their retail media options. This interoperability makes migrating ongoing campaigns easy and minimizes disruptions to advertising efforts. In the long run, the platform will serve as the foundation for all KPM’s retail media services. Advertisers will have a one-stop solution for on-site and off-site media channels to ensure consistency and efficiency in retail media strategies.
KPM’s emerging retail media solutions demonstrate a commitment to advertisers and their changing needs in a shifting digital era.
Home Depot retail media
Home Depot, a well-known player in the home improvement retail industry, has made great strides in retail media. With an impressive annual customer transaction count of 1.7 billion and 3.6 billion visits to homedepot.com, their Retail Media+ platform provides advertisers with unparalleled visibility, reaching 198 million individual customers across 2,322 stores, according to their site. The benefits of Retail Media+ also include 24/7 self-service access to advertising portals, real-time reporting for campaign optimization, and dedicated support.
What Home Depot’s Retail Media+ does right
Home Depot’s Retail Media+ has set itself apart through strategic initiatives that prioritize enhancements to the shopper experience. Here’s a closer look at what makes Home Depot’s approach to RMN noteworthy:
- Seamless integration: Retail Media+ seamlessly integrates into the customer’s journey without disrupting their experience. The platform allows the delivery of targeted ads across various Home Depot-owned spaces, including the website, app, in-store, email, and offsite channels like social and video.
- Supplier-centric ad inventory: Home Depot allocates the majority of its RMN ad inventory to suppliers. This ensures the ads presented to customers align closely with the products available at Home Depot for a natural connection between onsite and in-store experiences.
- Customer-centric approach: Melanie Babcock, Vice President of Retail Media+ and Monetization at The Home Depot, emphasizes maintaining a customer-centric perspective. The goal is not merely to monetize the website but to enhance the customer journey by incorporating suppliers into the process. This approach contributes to a more personalized and relevant shopping experience.
- Exploration of offsite opportunities: Home Depot is actively exploring opportunities to expand its RM+ platform beyond onsite channels. Initiatives include piloting in-store video screens and venturing into connected TV (CTV). By considering the entire customer journey, Home Depot aims to provide value to suppliers while gaining deeper insights into customer behavior.
- Strategic use of data science: With the help of data scientists, Home Depot ensures personalized precision in its advertising efforts. This aligns with the shopper’s preferences and needs and makes the ads more relevant and engaging.
- Ongoing adaptation and expansion: Home Depot’s proactive stance is evident in its continuous efforts to adapt and expand its RMN initiatives. The exploration of offsite channels, partnerships with platforms like Roku and Disney Advertising, and the piloting of in-store video screens showcase a commitment to staying at the forefront of evolving digital retail trends.
Home Depot’s success with their RMN stems from its commitment to creating a symbiotic relationship between customers, suppliers, and the retail brand. Home Depot has set a benchmark for RMNs by aligning advertising efforts with the customer’s journey and embracing technological advancements.
Amazon retail media
Amazon Advertising, the retail media division of Amazon, has become another dominant force in the industry. Let’s take a quick look at what they’ve done well and what they could improve.
Scale of Amazon’s retail media
In 2022, eMarketer estimated that Amazon commanded a 76.9% share of retail digital media spend, blowing its competitors out of the water. Walmart, the second-largest player, trailed far behind with a 6.1% share. This underscores Amazon’s unparalleled influence and market presence in the digital advertising landscape and solidifies its position as the go-to platform for advertisers looking to reach a massive audience.
What works for Amazon
Amazon has an unmatched advantage when it comes to personalizing ads and delivering relevant content to consumers. With over 200 million Prime members in the U.S. alone, Amazon has access to vast amounts of valuable data that spans shopping habits, preferences, and more. This data is invaluable for advertisers looking to target their audiences with precision, and it gives Amazon a significant edge in the market.
What needs to change
Although Amazon continues to thrive, there’s always room for improvement. For instance, to attract brand dollars, traditional retailers are starting to concentrate on channels where Amazon has less historical dominance, such as in-store experiences and email marketing. Understanding this potential, Amazon has been experimenting with email tools to enhance merchant-audience connections and widen its reach. As ad sales’ profitability becomes more significant, incorporating these offerings into Amazon’s retail media strategy could further strengthen its market position.
Walmart retail media
Walmart has been working hard to become a more dominant retail media force. Walmart Connect, the retailer’s retail media network, has done an excellent job bridging the gap between online and in-store activities. It provides a unique closed-loop system that connects online and in-store activity on an unprecedented scale. This mechanism offers advertisers a comprehensive view of Walmart customers’ behavior, giving them valuable insights and measurable business results. With this closed-loop approach, advertisers can access a holistic view of customer activity and achieve successful marketing campaigns.
How Walmart ties together online and in-store activities
Walmart’s massive brick-and-mortar presence and its comprehensive online platform provide a complete view of customer behavior and preferences. This synergy between the digital and physical is a compelling selling point for advertisers that gives them a holistic view of consumer interactions. Walmart’s connected shopping experience integrates both online and in-store activities, allowing advertisers to engage with customers from the research stage to the online or in-store purchase stage of the buying journey.
New features and technology Walmart’s retail media platform is trying
As part of their innovative initiatives, Walmart Connect introduced the “Holiday Hub,” recognizing Walmart as America’s go-to holiday shopping destination. Advertisers can use this hub to gain key customer insights and implement product best practices to ensure a meaningful omnichannel connection during the holiday season.
In terms of new features and technology, Walmart Connect provides various advertising options to help brands stand out from the crowd:
- The Search feature ensures visibility when customers actively search for products, with ads appearing prominently in search results and on browse pages.
- Display ads, strategically placed on Walmart.com, the Walmart app, and across the web, aim to make a premium impression on customers based on their omnichannel Walmart history.
- For in-store influence, Walmart Connect offers opportunities to inspire shoppers through digital TV and point-of-purchase screens across 4,700+ Walmart stores.
- Walmart’s closed-loop measurement uniquely enables advertisers to correlate online ads with purchases, providing unparalleled scale and accuracy in measuring campaign impact.
Whether for a small business or a global brand, Walmart Connect offers solutions to help marketers discover new and effective ways to connect with their target audience.
The future of RMNs
The future of retail media networks (RMNs) is bright and holds exciting possibilities. These five key dynamics will likely drive retail media evolution:
Smaller retailers getting into the RMN game
With each passing day, more small brands are becoming active with RMNs. This trend is highly beneficial, bringing diversity, competition, expanded reach, and collaborative potential to the landscape. The future of RMNs is expected to be shaped by a mix of established and emerging brands. This will create an inclusive environment for advertisers and consumers alike.
Potential for cross-platform campaigns
Cross-platform campaigns in RMNs allow advertisers to create a cohesive, impactful, and data-driven advertising approach across different retail media networks. This shift in campaign strategy aligns with the dynamic nature of consumer interactions in the digital landscape, as it provides a comprehensive solution for brands that seek to enhance their presence and influence across diverse channels.
Targeted vs. personalized ads
Personalized ads are becoming a notable trend in RMNs and replacing targeted ads. This means RMNs now provide consumers with more relevant and tailored content based on their interests and preferences. The shift is driven by the increasing demand for personalization and the need to improve the consumer shopping experience. RMN advertisers must take advantage of these personalized ad opportunities to create stronger brand awareness.
Conversions vs. brand awareness
Advertisers often struggle when deciding whether to focus more on conversions or brand awareness. For a well-rounded strategy, RMN advertisers should craft campaigns that balance these two goals. Using the data and insights from RMNs, advertisers can personalize their messaging to drive sales and build and reinforce brand recognition. This approach can help RMN advertisers make brand awareness a central component of their advertising efforts.
Third-party data integration to enhance data and audiences
As RMNs evolve, data expansion is essential for targeted, personalized, and contextually relevant advertising experiences and will help drive the future success of retail media. Advertisers using third-party data, in particular, can unlock new dimensions in audience targeting to create more tailored and impactful campaigns. Third-party data allows for a broader understanding of customer behaviors and preferences and facilitates relevant content delivery.
Data insights for more connected, tailored advertising
Moving forward, it will also be important for advertisers to achieve a consistent view across online, app, and in-store activities. They need to understand where customers prefer to be reached and where they are most likely to engage so they can ensure a strategic alignment of messaging and optimize the effectiveness of their retail media strategies. The future of RMNs lies in using comprehensive data insights for more connected and personalized advertising.
What about AI? Where is it useful?
In the retail media context, AI (Artificial Intelligence) enhances advertisers’ capabilities by providing valuable insights and automation to drive more effective and personalized ad campaigns. AI helps analyze vast amounts of data, predict consumer behavior, and empower advertisers with the tools to optimize their strategies. Ultimately, it helps them deliver more tailored, relevant content to consumers that best aligns with their interests and preferences.
Humans still needed to drive change
While AI is a critical technology in retail media, it doesn’t replace the need for human expertise. People are still essential for driving change, making strategic decisions, and ensuring AI-driven solutions align with business objectives. Moving forward, advertisers will need to utilize both AI-driven capabilities and human expertise to see the greatest success.
A connected customer identity is the key to success
The future of advertising lies in the seamless integration of customer identity across various touchpoints. Experian’s cutting-edge solutions are leading the way in this transformation. We can help businesses navigate this dynamic environment with helpful tools that unlock a comprehensive view of audiences and facilitate effective campaigns across multiple channels.
Partner with Experian to achieve retail media success
Experian’s comprehensive data and identity solutions can help RMNs maximize their opportunity, with our new solution tailored to enhance RMNs’ strength in first-party shopper data. Experian’s solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue. Our goal is to ensure you capture the most advertising dollars and make your RMN operate at its peak performance.
Our Consumer Sync solutions can connect customers across multiple touchpoints and channels, specifically bridging the gap between online and in-store to ensure a holistic view and strategy for audiences, campaigns, and performance. With access to over 2,500 frequently updated data points, we have the depth and breadth of data needed to supplement your audience strategy. We’ll help you unlock a broad view of your audiences to see well-rounded profiles, gain the reach required to access your audience across multiple channels, and turn opportunities into revenue. Additionally, our Consumer View solutions can help deepen your understanding of your customers, their behaviors, and campaign success.
Connect with a member of our team today to get started.
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The partnership between Experian and Fusion92 exemplifies how collaboration can deliver real marketing impact. This article explores the ways Fusion92 relies on Experian’s data to sharpen its audience targeting, streamline engagement across channels, and achieve measurable success. A need for unified audiences When Fusion92 set out to advance how their clients connect with precise audiences, they needed a data partner that could deliver comprehensive and actionable insights. Enter Experian. By using Experian’s marketing data and digital identity graph as a core source of data, Fusion92 built a solid foundation for their tools, DIOS (Data Input Output Solution), DAX (Data Advertising Exchange), and NoMi (pronounced “Know Me”). These powerful technologies enable Fusion92’s clients to control audiences more precisely, connect with the right people across optimal channels, avoid wasted impressions, and measure results with confidence. Why Fusion92 chose Experian Quality and reliability Experian’s commitment to data accuracy has earned the #1 ranking from Truthset, ensuring Fusion92’s campaigns are built on precise, actionable, and privacy compliant data that businesses can trust. Breadth and depth By offering demographic, behavioral, and channel preference data, Experian enables Fusion92 to have greater control over precision activation, empowering better results. Expert support Experian works closely with Fusion92 to provide tailored solutions and dependable expertise, adapting to meet the unique needs of their diverse clients. “Experian never really let me down in terms of data quality, data accuracy, and data reliability.”Dave Nugent, EVP of Data Science & Strategy, Fusion92 The power of teaming up Challenge A regional amusement park needed to increase membership renewal sales during peak season while reducing spend on households unlikely to visit. Solution Fusion92 combined the park’s first-party buyer file with Experian consumer data and custom geographic boundaries, built an advanced targeting model, and used Experian’s channel-preference insights to prioritize the media mix. The unified audience was then delivered omnichannel through Fusion92’s in-house proprietary DAX activation technology, with Experian’s identity graph supporting attribution. Result The marketing conversions beat the park’s stretch goal by 70%, confirming that accurate data and coordinated activation drive revenue lift. “It doesn’t matter if you’re a beginner or an expert. Experian will help you make the best use out of an incredible set of data assets.”Dave Nugent, EVP of Data Science & Strategy, Fusion92 Using marketing data to power omnichannel marketing Tools built by Fusion92 that meet client needs Fusion92’s suite of tools handles every essential phase of a campaign. DIOS starts by creating audience definitions and setting a foundation for strategy. Once these insights are established, DAX takes over, activating consistent, controlled engagement with tailored messaging. Detailed performance metrics throughout help optimize strategy along the way, ensuring campaigns remain impactful and cost efficient. DIOS in action DIOS eliminates guesswork, combining Experian’s data with advanced analytics to create precise audience models. This capability enables Fusion92 to define customer segments with accuracy, providing businesses with a roadmap to success from the outset. While currently in use as a managed service by Fusion92, a public-facing SaaS version is expected to be released in 2025. Activating every channel through DAX The campaign execution phase is pivotal, and DAX ensures smooth delivery and transparent measurement across channels. By incorporating Experian’s identity graph, DAX provides a clear picture of cross-channel behaviors and preferences, and how they impact business goals. This holistic approach enhances personalization, connecting online and offline interactions to create campaigns that resonate with consumers and drive ROI. Getting to know NoMi NoMi offers next-generation audience intelligence, empowering businesses with audience profiles built from behavioral insights, like transactional activity or in-market signals. This ensures that campaigns connect with people authentically and at scale. With NoMi, Fusion92 clients streamline targeting efforts, improving efficiency while reducing wasted spend. Thinking about your own transformation? Whether you’re tackling siloed activation, enhancing attribution models, or aiming for improved targeting, Experian’s data solutions can help amplify your efforts – just ask Fusion92. Explore how we can help you target smarter, engage better, and measure success confidently. Connect with an Experian representative today About our experts Dave Nugent, EVP of Data Science & Strategy, Fusion92 Dave Nugent, EVP of Data Science & Strategy at Fusion92, has over 27 years of experience in data-driven services, helping organizations better understand and target their audiences through predictive modeling and segmentation. Before joining Fusion92, he spent 11 years at American Spirit Corporation as VP of Data Solutions and co-founded Market Reason, where he secured a patent for an identity technology known as \”identity solutions.\” Dave’s expertise bridges traditional, digital, and social advertising, offering innovative approaches to data utilization. He also shares his knowledge as a guest lecturer at the University of Chicago Booth School of Business. Crystal Jacques, VP of Enterprise Partnerships, Experian Crystal Jacques is the VP of Enterprise Partnerships, leading Experian\’s go-to-market team across all verticals. With over ten years of experience in the Identity space, Crystal brings a wealth of expertise to her role. She joined Experian in 2020 through the Tapad acquisition, following her successful stint as the head of Global Channel Partnerships for Adbrain, which The Trade Desk later acquired.
Audio platforms that overcome consumer identity challenges are winning new advertisers and driving higher ROAS. In this article, you’ll hear from leading audio platforms that are solving these challenges—and seeing results. Digital audio is evolving fast. What was once a niche channel of host-read sponsorships and direct buys is now a must-have in the modern media mix. Streaming platforms, podcasts, and digital radio are drawing more ad dollars thanks to audio’s ability to capture attention and connect with listeners. But with growth comes new pressure. Advertisers expect accuracy, scale, and to see results. At the same time, listeners want more relevant content and more personalized ad experiences. That’s where identity becomes essential. With Experian’s identity and audience solutions, audio platforms can: Bolster addressable audience targeting and personalization capabilities. Gain a comprehensive view of listeners’ digital identity to reach audiences across channels. Better understand consumer preferences, enabling advertisers to reach audiences with greater accuracy. Enhance the listening experience with more relevant content. Let’s break down the key challenges in audio—and how Experian can help solve them. Challenge 1: Anonymous listening limits addressability Most listening happens in environments where people aren’t logged in—via apps, smart speakers, and mobile devices. Without logged-in data, platforms struggle to know who’s listening and advertisers are unable to reach those anonymous listeners who don’t have an addressable ID. To overcome the identity gap in unauthenticated listening environments, leading audio platforms are turning to partners that connect fragmented signals—like device type, location, and behavioral patterns—to broader household and individual profiles. By using hashed emails and other alternative identifiers, platforms can begin to make anonymous sessions more addressable. This increase in addressability ensures the platform’s entire userbase can be reached, which leads to an increase in revenue. Experian’s solution Experian\’s identity spine, comprised of our Digital and Offline Graphs, helps you recognize listeners even when they’re outside your ecosystem. Platforms like Audacy are already leading the way. By integrating Experian’s Digital Graph, they’re gaining a more complete view of listeners’ digital identifiers—enhancing the experience across their app and website. With a better audience understanding, Audacy can deliver personalized content while helping advertisers reach specific groups with greater accuracy. Challenge 2: IP-based targeting falls short Audio has traditionally relied on IP addresses, but that’s no longer enough. A single IP could represent an entire household—or a public setting like a coffee shop. It’s not precise. Forward-thinking platforms are moving beyond IP-based targeting by integrating identity resolution technologies that combine household-level data with device-level intelligence. These solutions help distinguish between shared devices and individual listeners, allowing advertisers to serve more relevant messages without over-reliance on a single signal like an IP address. This layered approach improves precision—especially in dynamic listening environments like vehicles or communal spaces. Experian’s solution Our identity spine links home IPs to households, then connects them to specific devices and individuals. This helps platforms move beyond basic IPs and target real people based on accurate signals—even in shared listening environments like smart speakers and cars. We also help platforms and advertisers integrate alternative IDs—like Unified I.D. 2.0 (UID2)—into their programmatic audio campaigns. That means more reach, without compromising consumer trust. Challenge 3: Audio buying is fragmented From podcasts to streaming to radio, audio lacks consistency in how inventory is packaged and bought. It’s hard for advertisers to run scaled campaigns across channels—and harder still to measure performance. Plus, advertisers don’t think in silos—they think in strategies. If audio can’t connect to their display, connected TV (CTV), and social buys, it loses ground. What they need is a way to define audiences once and activate everywhere. To reduce friction in audio ad buying, platforms are investing in infrastructure that unifies audience insights across formats. By building a centralized view of the listener—regardless of whether they\’re tuning in via podcast, stream, or radio—publishers can offer advertisers consistent targeting parameters, clearer reporting, and better campaign orchestration. Identity graphs and audiences are playing a growing role in streamlining this complexity and unlocking scale. Experian’s solution Experian helps simplify audio buying. Experian audiences are built on top of our identity graph and are expanded to a deep set of digital identifiers, ensuring accuracy, scale and maximum addressability across channels. Platforms can blend their first-party data with advertiser data and our audiences—then deploy those audiences onsite or activate programmatically across open web and CTV. DAX is doing just that. DAX\’s partnership with Experian combines Experian’s 2,400+ audiences for targeting and activation with DAX’s innovative audio advertising approach. We’re helping advertisers connect with passionate and engaged listeners nationwide. \”Through our partnership with Experian Marketing Services, advertisers can unlock deeper audience insights and execute more impactful digital audio campaigns. By combining our shared market presence, knowledge, and forward-thinking approach, we’re strengthening our digital audio network offering and delivering value to all our advertising partners.\” Brian Conlan, President of DAX United States In addition to integrating Experian’s Digital Graph, Audacy is also integrating Experian\’s syndicated audiences to unlock accurate insights like demographics, shopping behavior, and interests – providing listeners with a more personalized advertising experience and advertisers with a higher return on investment. “Historically, audio advertising lacked precise targeting capabilities, making it challenging for advertisers to reach specific audiences. By integrating our digital identity graph and syndicated audiences with Audacy’s platform, we’re transforming how advertisers connect with listeners. This collaboration enables more effective audience targeting and delivers personalized, impactful audio experiences across all channels.”Chris Feo, Chief Business Officer, Experian Privacy is non-negotiable Everything we do is privacy-forward by design. Backed by Experian’s Global Data Principles and decades as a regulated institution, we rigorously vet every data source to ensure compliance with all federal and state laws. Build an audio strategy that performs with Experian Your advertisers want more from their audio investments. With Experian, you can give it to them. We help you: Expand digital addressability to maximize reach for marketers and drive revenue growth for your platform. Create and activate addressable audiences across all channels. Enhance the listening experience with relevant content and personalized ads. Audio has always been a powerful way to connect. Now, it’s ready to perform. Let\’s connect Latest posts
When we launched our data marketplace earlier this year, we set out to transform how the industry discovers and activates privacy-safe audiences and maintains addressability across display, mobile, and connected TV (CTV). Yieldmo was one of the first adopters and their story speaks volumes about what’s possible when flexible tech meets premium data. Large retail brand boosts in-store traffic with Yieldmo and Experian Yieldmo, an advertising platform known for its inventive, AI-powered creative formats and privacy-first inventory, partnered with Experian to support a leading athletic retailer’s campaign focused on driving in-store traffic. The goal? Attract in-store shoppers likely to purchase from competitors, particularly during key sales windows. Using Experian’s Audience Engine platform, which includes our proprietary and third-party data marketplace, Yieldmo built a high-performing, self-serve targeting strategy that included both conquesting and in-store shopper segments. With the ability to easily combine Experian Audiences and Partner Audiences, like those from Alliant, Circana, Webbula, and Sports Innovation Lab, Yieldmo quickly built precise apparel and footwear audiences. Using Experian’s identity graphs in Audience Engine, Yieldmo increased cross-channel addressability to maximize campaign scale and impact. “Experian’s data marketplace in Audience Engine fills a critical gap, letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast. The platform is flexible and the support is hands-on and reliable.”Abby Littlejohn, Director of Sales Planning at Yieldmo With self-serve setup that cut down manual work, the ability to build highly tailored audiences, and expected lift in store visits, Experian helped the team achieve standout results. \”We selected Experian as our primary third-party data partner based on contract ease, audience quality, and speed. Through Experian, we can find high-performing audiences from multiple providers that meet our client’s targeting objectives. We include Experian audience segments in 80% of formal RFP proposals and are in active discussions on how to optimize for future campaigns—making Experian a go-to partner for third-party targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo More data, more reach: Experian’s data marketplace fuels smarter targeting across ad platforms Today, just months after launch, Experian’s data marketplace is gaining traction across the ecosystem. Over 10 platforms, including leading supply-side platforms (SSPs) and TV platforms such as Madhive, OpenAP, and Optimum, are now actively utilizing our data marketplace to enhance their activation capabilities. As privacy rules tighten and many identity signals start to fade, a lot of activation platforms are finding it tougher to reach their audiences. 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From recent big-box customers to yoga-studio regulars, advertisers can add real-world relevance to campaigns across every channel.”Brian Bradtke, Head of Partner Development, Precisely PlaceIQ These partnerships bring unique value to platforms looking to understand and engage audiences more effectively, whether through physical location intelligence, sports and fandom insights, or behavioral intent signals. What’s next As we head into one of the industry’s key events this summer at Cannes, the excitement around our data marketplace continues to build. We\’re focused on expanding our data ecosystem and helping platforms and marketers turn fragmented data strategies into a unified competitive advantage. If Yieldmo’s story is any indication, this is just the beginning. Let’s connect and explore how Experian’s data marketplace can help you drive more revenue, scale your audience reach, and stay ahead of privacy shifts. Connect with us Latest posts