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.
Latest posts
The Tapad Device Graph™ Will Expand Sizmek’s Cross-Device Reach and Improve the Efficiency and Precision of Digital Advertising NEW YORK, November 16, 2017 – Tapad, part of Experian and a leader in cross-device marketing technology, today announced a new global partnership with Sizmek, the largest independent buy-side advertising platform delivering impressions that inspire. By integrating the Tapad Device Graph™, Sizmek will enhance its AI-powered predictive capabilities to deliver accurate, cross-device messaging at global scale in a privacy-safe environment. Combined with Sizmek’s existing data enablement, creative optimization and media execution capabilities, the proprietary Tapad Device Graph improves the efficiency and precision of digital advertising by accurately matching people and devices. This enables advertisers to get a clear view of individual customer journeys, achieve scale without compromising on efficiency, and uncover new opportunities for conversion. Sizmek’s customers will have access to Tapad’s globally compliant and privacy-safe datasets across the Americas, EMEA, and APAC. With deeper knowledge of consumer preferences, purchase intent and conversion behaviors, Sizmek and its customers are able to enhance advertising strategies including cross-device audience identification and more. “Tapad is known for their strong cross-device capabilities, and their offering is an excellent addition to our growing program for best-of-breed data and measurement partners" says Mike Caprio, Sizmek’s Chief Growth Officer. “For our customers, this partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimization, data enablement and media execution." This partnership comes at a time of a massive shift in the marketing technology industry. Companies like Tapad and Telenor, as well as Rocket Fuel and Sizmek, are joining forces to adopt those technologies that are most efficient and accurate at reaching consumers at scale in a personalized and non-intrusive way. The combination of Tapad and Sizmek’s offerings will provide international marketers with exceptional resources to lead a more cost effective and results driven campaign. Contact us today
The Tapad Device Graph™ increases Throtle’s amplification by 475 percent. NEW YORK, Nov. 1, 2017 /PRNewswire/ – Tapad, now a part of Experian, the leader in cross-device marketing technology, today announced a partnership with Throtle, a leading data onboarding company. The Tapad Device Graph™ will enhance Throtle's best-in-class onboarding capabilities by providing accurate and privacy-safe cross-device reach as well as precise audiences at scale. In partnership with Tapad, Throtle will deterministically link its services to a corroborated individual with hundreds of targeting attributes. This linkage allows Throtle to offer true cross-device identity management and identity resolution services to accompany its robust onboarding capabilities. Throtle will also work with Tapad to validate its device graph, building larger, more comprehensive audience segments. To date, the Tapad Device Graph™ has connected 61 percent of Throtle IDs to related ones in the graph, with an average amplification rate of 475 percent for Throtle's IDs, or 4.8 new IDs per each of Throtle's. Throtle has also seen its overall match rates involving Tapad's identity insights rise an average of 15 percent since the inception of the partnership. More specifically, Tapad's mobile advertising IDs (MAIDs) have increased Throtle's in-app identity inventory by 35 percent. "Tapad has proven to be a trusted source for cross-device matching and has a tremendous reputation in the advertising and marketing technology industries for delivering superior precision and scale with the utmost dedication to privacy," says Paul Chachko, CEO, Throtle. "Since we first began our test phase, and continuing through to this day, Tapad has met and exceeded our expectations for what a partner should be." With Tapad's strong commitment to precision and accuracy, Throtle was confident that this partnership would prove to be the right choice for the strategic expansion of its platform. Not only does Tapad deliver in-depth insights, parsing deterministic from probabilistic linkages, but its pool of device-level touchpoints enables Throtle to increase scale without seeing a decline in precision. For more information about the Tapad Device Graph™, or to request a demo, visit https://www.experian.com/marketing/consumer-sync About TapadTapad Inc. is a marketing technology company renowned for its breakthrough, unified, cross-device solutions. The company's signature Tapad Device Graph™ connects millions of consumers across billions of devices. The world's largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious, and unified approach to connecting with consumers across screens. In 2015, Tapad began licensing the Tapad Device Graph™ and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Boston, Chicago, Dallas, Detroit, London, Los Angeles, Miami, Oslo, San Francisco, Singapore, and Tokyo. Tapad's numerous awards include: Forbes' Most Promising Companies, Deloitte's Technology Fast 500, Crain's Fast 50, TMCnet Tech Culture Award, and Global Startup Award's "Startup Founder of the Year". In 2016, Tapad was acquired by the Telenor Group, one of the world's largest mobile operators. About ThrotleThrotle is a data onboarding company focused on deterministic matching and identity resolution, empowering brands with true individual-based marketing. Our data centric onboarding approach guarantees the highest level of accuracy, scale, and responsiveness for our clients. For more information on Throtle, please visit, throtle.io. Contact us today
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