Audigent, a part of Experian, was named Microsoft Advertising’s Curator of the Year. The honor recognizes Audigent’s leadership for advancing privacy-safe, sell-side curation that packages high-quality audiences with premium supply for measurable campaign performance.
Once only a buzzword, curation has become a mainstream strategy for activating advertisers’ first-party data and streamlining programmatic buying. To recognize this shift and the leaders driving it, Microsoft introduced Curate and established the Curator of the Year award to celebrate excellence in this category.
Audigent was recognized for:
- End-to-end curation from audience planning through activation for outcomes-based, closed-loop programs.
- Breadth of deal and supply types using unique datasets, real-time supply connections and always-on optimization.
- Data-driven activation with curation across a large publisher footprint that utilizes Experian marketing data, first-party data, and partner audiences.
Audigent’s unique, contextual, and predictive audience data solutions are built into all programmatic media buying. The combination of Audigent’s Real-Time Data and Curation Platform and first-party data, along with Experian identity and optimization, turns real engagement into ready-to-activate audiences. These audiences are available within Microsoft Curate and across omnichannel buying.
“Audigent is proud to be named Microsoft Advertising’s Curator of the Year. This is a clear validation of the work our team has done to make curation the new standard in data-driven programmatic activation. We will continue to set the standard by expanding curated deals in Microsoft Curate. This will help maximize efficiency across the bidstream.”
Experian Marketing ServicesChris Meredith, Head of Supply Side Partnerships
Together, Experian and Audigent connect identity to inventory, enabling advertisers to reach the right audiences with precision and scale. By harnessing Experian identity and audience solutions and activating Audigent-curated deals in Microsoft Curate, brands can unlock new levels of efficiency and performance across every programmatic channel. This recognition sets the stage for even greater innovation, collaboration, and results in the year ahead.
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NEW YORK, Oct. 16, 2019 /PRNewswire/ – Tapad, part of Experian and a global leader in digital identity resolution, and The Trade Desk, a global advertising technology leader, partnered to integrate The Trade Desk's unified ID solution in April 2019. The Trade Desk's unified ID solution's objective is to serve as a standardized cookie ID to help marketers reach more of their audience on the open internet. After an initial six month period, Tapad reports significant adoption rates and enhanced customer results since their joint integration in April. As a result of the partnership, client brands, agencies, DMPs/ DSPs, Data Providers, Mobile Networks and Measurement/Analytics Providers, saw increased match rates up to 38% and more global coverage without compromising precision. With this combined offering, Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, connects brands with consumers over 4 billion devices globally. "There is a need for digital identity solutions outside the walled gardens that can accommodate the need for both precision and scale," said Chris Feo, SVP of Strategy and Global Partnerships at Tapad. "Through our partnership with The Trade Desk, we are empowering companies to have a comparable digital identity resolution across the open web as compared to the walled garden environments." Over 25 companies who license The Tapad Graph, such as Annalect, Semasio, Retargetly, and ThinkCX, have also included The Trade Desk's unified ID solution as a key identifier in their graph output. "The vast improvement in scale that Tapad has seen illustrates the value digital identity resolution products can bring for brands," said Nate Gawel, General Manager of Data Partnerships at The Trade Desk. "We're looking forward to continuing work with Tapad to prove that the open internet can deliver the very same benefits many reserve for large platforms." Adoption of the unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk's cookie footprint to increase their own cookie coverage across the global independent internet. For more information, please visit The Trade Desk's unified ID solution site, or https://www.experian.com/marketing/consumer-sync to learn more about Tapad's digital identity resolution products. 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 The Trade Desk: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 digital advertising campaigns across ad formats and devices. 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, LinkedIn and YouTube. Contact us today
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