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.
Get in touch with us
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.
Latest posts
Joint solution will enhance accuracy and reach across North America, EMEA and APAC NEW YORK, April 17, 2019 /PRNewswire/ — Tapad, a global marketing technology company and leader in digital identity resolution solutions, today announced a new joint capability with Arm®Treasure DataTM , a leader in enterprise customer data management. The partnership combines The Tapad GraphTM technology with Arm Treasure Data's robust enterprise Customer Data Platform (CDP), enabling advertisers in the Arm Treasure Data marketplace to access Tapad's datasets. With the integration of Tapad's Graph and Arm Treasure Data's existing first party data, marketers will be able to deliver scalable, cross-device messaging with precision. In addition, marketers can benefit from anonymous customer journey analysis, audience expansion and online and offline attribution. Arm Treasure Data's APAC market customers will have access to expanded audience reach by leveraging Tapad's global, proprietary datasets. While Tapad will be able to extend its presence into the APAC region, tapping into Arm Treasure Data's existing footprint. "Combining Tapad's Graph with Arm Treasure Data's CDP will enable our customers to make holistic, data-driven decisions that increase ROI," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "In combining these two solutions, we can now offer advertisers the value of both technologies to optimize their marketing initiatives and create seamless experiences across multiple devices and channels." "The Tapad GraphTM is a trusted and established platform with a history of innovation," said Stephen Lee, Senior Director, Business Development, Arm Treasure Data. "Integrating Tapad's technology into the Arm Treasure Data CDP will allow for streamlined experiences across markets, achieving global scalable reach." For more information about The Tapad GraphTM, or to request a demo, visit our identity page. About Tapad Tapad, Inc. is a global marketing technology company and leader in digital identity resolution solutions. The Tapad GraphTM, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing for enhanced measurement, attribution, reach and ROI of marketing campaigns. The Tapad GraphTM enables marketers around the world to maximize campaign effectiveness and drive business results. 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. About Treasure Data Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources – online, offline, IoT and device generated data – and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results. Contact us today
Leading global marketing technology company, Tapad, a part of Experian, adopts The Trade Desk’s streamlined cookie ID into its identity resolution solutions to increase global cookie coverage across the internet April 03, 2019 09:00 AM Eastern Daylight Time LOS ANGELES & NEW YORK–(BUSINESS WIRE)–Global marketing technology company, Tapad, a part of Experian, has partnered with The Trade Desk to onboard The Trade Desk’s unified ID solution into its digital identity driven solutions. The Trade Desk’s unified ID solution is free for all parties spanning the digital advertising supply chain, including SSPs, DSPs, DMPs and data providers. With leading players onboarding the unified ID solution, such as Tapad, streamlined cookie syncs make ad viewing experiences better for consumers, increase match rates for all parties, and expand cookie coverage on a global-scale. Adoption of The Trade Desk’s global cookie footprint enables Tapad customers to benefit from greater precision and potentially higher performing digital marketing campaigns. “Digital identity resolution is key to improving digital marketing campaigns. Supporting The Trade Desk’s unified ID solution, in conjunction with our cross-device and identity resolution offerings, helps us and the entire open ecosystem,” said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. “It simplifies cookie syncing, and increases match rates among our partners; enabling our customers to improve marketing campaign performance.” “Identity is critical in the ecosystem and as a long-standing leader in the space, Tapad has shown a strong commitment to building digital identity resolution solutions that help marketers launch more effective campaigns on a global scale,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “We are thrilled for their participation and look forward to solving the digital identity narrative across the industry through this partnership. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.” About Tapad Tapad, Inc. is a global marketing technology company and leader in digital identity resolution solutions. The Tapad Graph™, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing for enhanced measurement, attribution, reach and ROI of marketing campaigns. The Tapad Graph™ enables marketers around the world to maximize campaign effectiveness and drive business results. 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. About The Trade Desk, Inc. The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn. Contact us today
by AdExchanger // Friday, March 15th, 2019 – 12:06 am “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today's column is written by Preethy Vaidyanathan, chief product officer at Tapad, a part of Experian For years marketers asked, “How do we get more data?” Now that they've mastered data mining, marketers want to know what’s next. The time has come for organizations to make their abundance of digital data actionable, increase ROI and reach consumers with consistent, personalized experiences across all touchpoints. A seamless consumer experience can only be achieved by consolidating digital data. Organizations, however, are finding that consolidating data silos is more time-consuming and complicated than initially expected. The challenges One of the most pervasive obstacles companies face in when consolidating data is adopting inefficient and costly tactics that quickly become outdated. For instance, over the last couple of years, many companies turned to enterprise data warehouses to consolidate data silos, but some were too expensive or poorly suited for raw, unstructured and semi-structured data. This led companies to adopt data management initiatives, which bogged down many enterprises. Perception among senior level executives is another challenge. Many still question the need for digital transformation – achieving greater efficiencies through updating business and organizational processes with new technologies. Gartner found that more than half (54%) of senior executives say their digital business objective is transformational, while 46% say their objective is optimization. Digital transformation and data consolidation require time and effort. So, many large organizations work to overcome data silos as part of a multiyear digital transformation versus an immediate action item, delaying the benefits the company sees from taking on this project. All of these challenges make delaying progress in data consolidation easy, but companies should remember the impetus for doing so: creating a seamless customer experience that, in turn, drives business results. Brands with higher quality customer experience grow revenue faster than direct competitors with lower quality customer experience. The approach Many brands go into the digital transformation process assuming they have massive amounts of customer data, and that much of it is valuable or will be in the future. They might spend months aggregating that data in data stores or data lakes – at great expense. The trouble is that their data was scattered across multiple databases, which means it’s highly fragmented. As a result of this fragmentation, marketers can’t activate their data in ways that enhance the customer experience. To do so, companies must ensure their digital data is highly flexible so it can provide a holistic view of the consumer journey across every digital, in-store, in-venue and offline channel. I’d recommend that organizations taking on data centralization initiatives prioritize use cases that offer the company the greatest benefit. This is where organizations should establish a “crawl, walk, run” approach to data centralization to ensure key executives buy into the process. Starting with a subset of use cases, such as customer retention or upsell, or with a campaign, which is an even smaller starting point, allows executives to see the benefits of data consolidation projects relatively quickly. Once they validate these initial benefits, they can expand the range of use cases or campaigns, as well as the marketing ROI for their business. While data centralization is a long-term project that may take several years to complete, it doesn’t mean a business can’t get started now and see measurable results quickly. Break down data consolidation into stages so the organization can experience wins along the way. At the end of the day, data consolidation will help organizations deliver more effective marketing campaigns that drive business growth. Contact us today