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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With Tapad, part of Experian, technology, AdsWizz AudioMatic is the first Audio buying platform to offer cross-device identity resolution across the U.S. and EMEA NEW YORK and LONDON, July 17, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new joint capability with AdsWizz , the leading technology provider for digital audio advertising solutions. The partnership combines Tapad's digital cross-device technology with AdsWizz's AudioMatic buying platform, enabling the ability to connect audio ad experiences across screens. AudioMatic, AdsWizz's audio-centric buying platform, supports programmatic audio buying and entirely new audio ad experiences for listeners. The integration of The Tapad Graph onto its platform enables new opportunities for marketers to reach, engage and measure each interaction with their desired consumers on digital radio and podcasts channels, and across devices. This partnership makes AdsWizz the first audio buying platform to offer this enhanced cross-device identity capability in the US and EMEA markets. "Marketers need privacy-safe digital identity resolution to reach their consumers," says Tom Rolph, VP of EMEA at Tapad. "With audio becoming an increasingly powerful medium for engagement, it's important that our technology extends to this channel, which is why we are excited to announce our integration with AdsWizz's AudioMatic platform." Digital audio is experiencing high growth, with 84% of advertisers and agencies saying it will play a bigger role in their media plans in the future. Today, 60% of digital audio is consumed via a mobile device.* The Tapad Graph is the largest digital identity resolution graph with differentiated global scale. The partnership enables audio advertisers to leverage The Tapad Graph for enhanced attribution, analytics, and targeting. Alexis van der Wyer, CEO at AdsWizz, added, "Digital audio is increasingly becoming ubiquitous in our media consumption and in our daily digital interactions, and because of that, audio advertising offers tremendous opportunity to personally interact with consumers in every moment of their daily lives. By integrating with Tapad, we enable our advertising partners to increase the effectiveness and the relevance of their marketing messages across audio channels." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. *Digital Audio Exchange, "The Rise of Digital Audio Advertising," https://thisisdax.com/wp-content/uploads/2019/07/DAX-Whitepaper.pdf 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. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. 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 AdsWizz: AdsWizz has created the end-to-end technology platform that is powering the digital audio advertising ecosystem. AdsWizz powers well-known music platforms, podcasts and broadcasting groups worldwide with a comprehensive digital audio software suite of solutions that connect audio publishers to the advertising community. From dynamic ad insertion to advanced programmatic platforms to innovative new audio formats, AdsWizz efficiently connects buyers and sellers in digital audio. AdsWizz is headquartered in San Mateo, California, with an IT Development hub in Bucharest, Romania, and presence in 39 markets around the world. About AudioMatic: AdsWizz Demand Side, audio-centric DSP and audio buying platform, AudioMatic, enables programmatic audio buying and entirely new audio ad experiences that are proven to be more engaging and more effective, and have delivered measurable results for agencies and their brands all over the world. All the biggest ad agencies have used our programmatic trading platform, including Omnicom, GroupM, Havas, Publicis, Mobext, and more. Contact us today
Sixty-Nine Percent Organic Sales Growth Spurred by Expanded Business and Continued Investment in The Tapad Graph™ NEW YORK, May 7, 2019 /PRNewswire/ — Tapad, a part of Experian, a global leader in digital identity resolution, today announced a record start to the year, following its highest earning year in the company's history. Since January, Tapad has experienced a 69 percent organic increase in global revenue; with strategic investments in talent, continued high retention rates, and an expanded range of clients across global markets. Globally, Tapad increased its client base across multiple categories and verticals, catering to agencies, brands, telecoms, and data providers. The Tapad Graph™'s varied use cases and differentiated global scale have been instrumental to the company's overall success to-date. With an ongoing investment in product, and expected feature releases slated for 2019, the company anticipates these accomplishments to continue. "Since the inception of our business, Tapad has heavily focused on enabling marketers to boost the performance of their campaigns with the help of our advanced digital identity resolution technologies," said Sigvart Voss Eriksen, CEO at Tapad. "While we continue to grow, creating privacy-safe solutions that solve marketers evolving needs remains integral to our evolution. As pioneers in cross-device, we're constantly innovating and pushing ourselves to be at the forefront of industry change. Our leadership in the space is recognized across the industry, as is evident by our current success." In addition to partner expansions, Tapad also invested in new talent. In February, Tapad announced Ajit Thupil as the company's first Senior Vice President of Identity, deepening the company's commitment to creating ground-breaking digital identity resolution products for brands, agencies and platforms. Tapad's investment in talent has been recognized by One World Identity's 2019 Top 100 Influencers in Identity Award and by ClickZ's 2019 Marketing Technology Awards. "At Tapad, our focus is on continuously advancing our digital identity resolution products to cater to the needs of marketers across industries," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "As a part of that commitment, we are consistently growing our partner base, product features, and widening our reach on a global scale. We're excited to sustain our growth throughout 2019." To learn more about Tapad and our digital identity resolution products, visit Experian.com Open job opportunities across the globe can be found on Tapad's career page here: https://www.experian.com/careers/ About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph™, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing marketers around the world to maximize campaign effectiveness. Tapad is recognized across the industry for its innovation, growth and workplace culture, and has earned numerous awards, including the TMCnet Tech Culture Award. Based in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo, and is a wholly owned subsidiary of Telenor Group. Contact us today