At A Glance
Experian’s Digital Graph and Marketing Attributes joint solution connects digital identifiers with rich consumer attributes. Our joint solution supports identity resolution, cross-channel media activation, analytics, and measurement, helping marketers unify fragmented signals and drive greater reach and insight.What is Experian’s Digital Graph and Marketing Attributes?
Experian’s Digital Graph and Marketing Attributes joint solution is a unified identity and data framework that connects digital identifiers with rich consumer attributes.
Experian’s Digital Graph connects digital identifiers to people and households, while Experian’s Marketing Attributes add depth, including demographics, interests, shopping behavior, and media preferences. Together, they help marketers and platforms with the insights and connectivity they need to understand who their customers are and reach them across digital channels.
How signal fragmentation and omnichannel are reshaping audience connection
Signal fragmentation and third-party cookie uncertainty are reshaping how our industry reaches consumers. At the same time, omnichannel media consumption spreads engagement across platforms, creating a broader but more complex view of consumer behavior. Together, these shifts are pushing marketers and platforms to rethink how they connect insights, activation, and reach across channels, opening the door to more unified approaches.
How Experian’s joint solution helps marketers and platforms address signal fragmentation and omnichannel behavior
Our Digital Graph and Marketing Attributes joint solution helps marketers and platforms navigate signal fragmentation and omnichannel behavior by providing identifiers for seamless cross-channel engagement. By adding Marketing Attributes to our Digital Graph, like demographic and behavioral data, marketers and platforms can gain a better understanding of their consumers. Our joint solution uses Experian’s identity keys, the Living Unit ID (LUID) and Person ID (PID), to combine offline and digital data, giving you deeper insights into consumer behavior, greater audience reach, and improved cross-channel visibility.
What are the benefits of Experian’s Digital Graph and Marketing Attributes joint solution?
Our Digital Graph and Marketing Attributes joint solution brings identity and insight into a single framework, supporting the following benefits:
Four ways to use Digital Graph and Marketing Attributes
When our Digital Graph and Marketing Attributes come together, you get a 360-degree view of your consumers, powering four critical use cases:
How OpenX uses Experian’s Digital Graph and Marketing Attributes joint solution
OpenX is an independent omni-channel supply-side platform (SSP) focused on audience and identity-based targeting across CTV, mobile, app, and desktop environments.
OpenX licenses Experian’s Digital Graph to support one of the largest independent supply-side identity graphs. The addition of Experian Marketing Attributes enriched this graph with consumer-level insight tied to IPs, MAIDs, and client identifiers.
This approach has supported greater addressability and insight for buyers and improved monetization opportunities for publishers during ongoing signal fragmentation.
“We built on our long-term partnership with Experian to enrich our digital IDs with Experian’s Marketing Attributes, which help provide buyers better insights to audiences, thereby helping our publishers monetize their inventory. With partners like Experian, OpenX effectively facilitates the value exchange between demand and supply, ensuring our partners are able to drive results for their business in the era of signal fragmentation”
OpenXCraig Golaszewski, Sr. Director of Strategic Partnerships
How StackAdapt uses Experian’s Digital Graph and Marketing Attributes joint solution
StackAdapt is the multi-channel programmatic advertising platform used by marketers for campaign execution, insights, and measurement.
StackAdapt licenses Experian’s Digital Graph alongside Experian Audiences, which provides them with the level of information they want. Our Digital Graph supports first-party data onboarding, and Experian Audiences support segmentation for activation.
This product combination supports cross-channel reach, segmentation, and campaign measurement within the StackAdapt platform.
“StackAdapt has been recognized as the most trusted programmatic platform by marketers, and with the integration of Experian’s Digital Graph and Audiences, we are strengthening our leadership in the space. This partnership improves our ability to deliver precise cross-channel segmentation, reach, and measurement, helping advertisers run more successful campaigns. Our collaboration with Experian allows us to offer a differentiated solution in the market and ensure our clients can deliver the most precise and impactful ads to their audiences.”
StackAdaptDenis Loboda, Senior Director of Data
We recently announced a new collaboration with StackAdapt, bringing the power of Experian’s identity graph, syndicated and custom audiences directly to the StackAdapt platform.
How Experian supports cross-channel marketing strategies with our Digital Graph and Marketing Attributes joint solution
Our Digital Graph and Marketing Attributes joint solution helps marketers and platforms connect identity to insight so they can create, activate, and measure cross-channel media campaigns.
Connect with us to learn how our Digital Graph and Marketing Attributes joint solution can support your cross-channel strategy.
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FAQs
Experian’s Digital Graph and Marketing Attributes joint solution supplies marketers and platforms with the insights and connectivity they need to understand who their customers are and reach them across digital channels.
Experian’s Digital Graph unifies digital identity signals into a single, privacy-safe view of households and individuals.
Experian’s Marketing Attributes are consumer-level descriptors that include demographics, interests, shopping behavior, and media usage.are consumer-level descriptors that include demographics, interests, shopping behavior, and media usage.
Experian’s Digital Graph and Marketing Attributes joint solution links digital identifiers with attribute data, allowing platforms and marketers to understand and engage audiences across channels.
Marketers, publishers, supply-side platforms, and demand-side platforms use Digital Graph and Marketing Attributes joint solution for analytics, activation, and measurement.
Experian’s Digital Graph and Marketing Attributes joint solution addresses signal fragmentation by reducing reliance on a single identifier type by supporting multiple digital identifiers within one identity framework.
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Tapad, part of Experian, integrates with MediaJel's current advertising solutions will enable U.S. brands to benefit from improved cross-device reach and targeting capabilities NEW YORK, April 14, 2020 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, has partnered with MediaJel, a leading provider of advertising and marketing solutions for regulated markets. The partnership will enhance MediaJel's current offering, enabling brands to further improve their digital marketing campaigns, and thereby, return on investment. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will complement MediaJel's state-of-the-art advertising solutions to identify and resolve fragmentation created by a consumer's researching and purchasing behavior across multiple digital devices. For MediaJel, this provides customers with an opportunity for incremental efficiencies across a number of use-cases, including reach extension, targeting, ad frequency capping, suppression, and attribution. Dash Rothberg, Senior Vice President of Strategic Partnerships at MediaJel commented, "With an endless list of considerations across consumer behavior, marketing fragmentation, and today's ongoing device proliferation – optimizing digital campaigns can be challenging for most brand advertisers. We partnered with Tapad after testing multiple cross-device solutions in the market but concluded that The Tapad Graph provided us with a blend of scale, quality, flexibility, and privacy-safe data to meet our customer needs." Mike Dadlani, Vice President of Agency Partnerships at Tapad added: "Our partnership with MediaJel is an exciting one. Not only will their portfolio of clients be enabled to more effectively execute and optimize cross-device campaigns, but they will also realize longer-term benefits from improved attribution and consumer insights." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About MediaJel Founded in 2017, MediaJel acts as a full-service agency that provides advertising and marketing solutions from brand building and search optimizations to campaign execution and online-offline attribution. Built with proprietary technology, the MediaJel.io platform leverages unique actionable data for brands and agencies to effectively execute high-performance marketing campaigns. With "Data Ethics" being the core of the business, all aspects are brand safe and compliant for regulated industries. Contact us today
Tapad's digital identity resolution offering enables Gimbal's platform to provide expanded insights for campaign optimization to U.S. brand and agency clients NEW YORK, Feb. 11, 2020 /PRNewswire/ – Tapad, part of Experian and a global leader in digital identity resolution, announced their partnership with Gimbal, a leader of location-powered marketing and advertising solutions. Gimbal now leverages Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, to further enhance its footfall attribution solution, Arrival. Arrival delivers dwell-based attribution for in-store foot traffic and by leveraging the Tapad Graph, Gimbal provides customers with a more holistic, attributable understanding of consumers across multiple devices, like desktop, smartphone, and tablet. With this, Gimbal's clients are enabled to make more informed media planning decisions for programmatic activations across the web, and mobile apps. "Today's consumers are utilizing their digital devices for research and comparison shopping before making a purchase. By leveraging The Tapad Graph, Gimbal's clients gain an even more complete view of the consumer decision journey across devices," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "With the number of devices per individual rapidly increasing, understanding the customer decision journey is becoming more complex," said Kyle Wendling, SVP of Product at Gimbal. "We're excited to partner with Tapad to continue engaging consumers across multiple devices." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, Denver, London, Oslo, Singapore, and Tokyo. About GimbalGimbal translates location data into intent, measurement, and insights to help organizations transform their businesses, maximize marketing relevance, and humanize messaging for consumers. Gimbal is headquartered in Los Angeles and provides advertising and marketing technologies to the world's leading brands and retailers interested in understanding the physical world. To learn more, visit https://gimbal.com. Contact us today
Tapad, part of Experian, integrates with AcuityAds' current offering will complement cross-channel capabilities for brands and agencies in the U.S. and Canada NEW YORK, Jan. 23, 2020 /PRNewswire/ — Tapad, a global leader in digital identity resolution, has partnered with AcuityAds, a technology leader that provides targeted digital media solutions for advertisers to connect intelligently with audiences. The partnership will enhance AcuityAds' existing cross-device solution, especially with respect to its cross-channel Connected TV offering. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment AcuityAds' own cross-device data set for enhanced marketing capabilities across their Demand Side Platform (DSP). For AcuityAds, this provides customers with unduplicated reach across desktop, tablet, mobile and CTV devices – while augmenting their video offering. Tom Woods, Vice President of Products at AcuityAds commented, "With increasing marketing complexities, consumer device usage and new data regulations, our decision regarding the partnership was an important one. The Tapad Graph's privacy-safe identifiers for consumer notice and choice, as well as the ability to opt-out at any point, were critical factors in our decision who to partner with." Chris Feo, Senior Vice President, Strategy and Partnerships at Tapad added: "Our integration with AcuityAds' DSP should not only help marketers within North America optimize current cross-device campaign initiatives and performance, but also increase reach across additional digital screens long term. We are excited to expand our partnership with AcuityAds." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About AcuityAds AcuityAds is a leading technology company that provides marketers a powerful and holistic solution for digital advertising across all ad formats and screens to amplify reach and Share of Attention® throughout the customer journey. Via its unique, data-driven insights, real-time analytics and industry-leading activation platform based on proprietary Artificial Intelligence technology, AcuityAds leverages an integrated ecosystem of partners for data, inventory, brand safety and fraud prevention, offering unparalleled, trusted solutions that the most demanding marketers require to be successful in the digital era. AcuityAds is headquartered in Toronto with offices throughout the U.S., Europe and Latin America. For more information, visit AcuityAds.com. Disclaimer in regards to Forward-looking Statements Certain statements included herein constitute "forward-looking statements" within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward-looking statements. Except as required by law, AcuityAds does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events. Contact us today