At A Glance
A national e-commerce pet supplier tested audio for the first time and beat campaign goals by 63% with Experian Curated Deals. Here’s how they turned a small test into a core growth channel.What challenge did the pet brand face?
A national e-commerce pet supplier wanted to expand into audio advertising to diversify beyond display campaigns. But with only one team member available to test this new channel, they faced three hurdles:
- Prove performance in a new channel
- Run lean with limited bandwidth
- Show purchase intent, engaged site visits, and completion rates fast
They needed a partner to handle execution and supply optimization so their lean team could focus on strategy and selling audio internally.
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The solution: How did Experian Curated Deals help?
To test audio efficiently without adding internal overhead, the brand turned to Experian Curated Deals. Experian Curated Deals unified premium audience data with curated audio inventory into a performance-ready private marketplace, delivered via a simple Deal ID and optimized on the supply-side in real time.
This approach allowed the brand to validate audio quickly while maintaining performance confidence and operational simplicity.
“What stood out about Experian was their real-time control and the depth of their trading team. I knew I could hand them a campaign, and they’d run with it.”
National e-commerce pet supplierProgrammatic Media Lead
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What were the campaign’s results?
Curated Dealsoptimizedperformance at the supply level and enriched inventory with real-time audiencesignals, and the brand drove measurable results without adding creative refreshes or operational complexity.
In just a few months, audio transformed from a small test into a top-performing channel:
- Exceeded KPIs by 63%
- Increased purchase intent and engagement vs. competing platforms
- Matched display performance without creative refreshes or incentive overlays
- Earned budget increases, positioning audio as a long-term investment
- Reduced internal setup time, freeing the team for strategic projects
“Experian became more than just a media partner: they filled critical gaps that would typically require outsized investment in internal resourcing.”
National e-commerce pet supplierCMO
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Why does this matter for marketers?
Audio is no longer experimental. When paired with premium audience data and optimized supply paths, it becomes a scalable performance channel.
This case study shows how brands can:
For marketers navigating limited resources and pressure to prove ROI quickly, Experian Curated Deals provides both operational simplicity and measurable outcomes.
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Curated Deals FAQs
Experian Curated Deals unify premium data and premium inventory into optimized private marketplaces designed for performance. Delivered as simple Deal IDs, Curated Deals enrich bidstreams with real-time, privacy-safe signals and apply supply path optimization to improve efficiency and campaign outcomes.
Experian Curated Deals allow brands to combine high-intent audience data with premium audio inventory while optimizing supply paths automatically. This reduces operational complexity and improves performance without relying on legacy identifiers.
Yes. In this case, audio campaigns not only exceeded awareness and engagement goals but also matched the conversion performance traditionally associated with display.
Experian supports lean teams by providing the choice between self-service activation or fully managed support, scaling resources as needed without contracts or minimum commitments. By managing setup, supply optimization, and reporting, Experian acts as an extension of your team, reducing internal workload while driving performance.
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Buyers can now put Experian’s audience and contextual intelligence to work in Google Ad Manager Curation in two ways: through off-the-shelf solutions available directly in Google Ad Manager, or through Custom Curation packages that Experian builds using Google Ad Manager’s inventory supply. Together, these options bring Experian’s consumer data foundation closer to the Google supply agencies already buy, with the flexibility to choose between a ready-to-use solution and an Experian package tailored to specific campaign goals. Why targeting at the source matters Many audience strategies still apply targeting on the buy side, which means signals pass through multiple systems before an impression is evaluated. Each step can shrink the pool of requests where the audience is still recognizable, so a carefully built strategy can reach the auction at a fraction of the scale it started with. Google Ad Manager Curation moves segment evaluation closer to the ad request. When a request matches the selected Experian segment, Ad Manager sends the bid request with the associated Deal ID to the buyer’s DSP. This more direct path can support stronger match and deal-transaction rates, more accurate forecasting, and better access to the audience defined in the strategy. As AI shapes more media decisions, the quality and provenance of the data feeding those systems matter more. Evaluating audience or contextual criteria closer to the source helps preserve the connection between the strategy and the impression being considered. Two ways to get started The right entry point depends on how much customization the campaign requires. Buyers can access Experian solutions off-the-shelf directly in Google Ad Manager or work with Experian to build a Custom Curation package using Google Ad Manager inventory supply. Start off-the-shelf For buyers who want direct, self-service access to Experian audience and contextual solutions. Experian solutions are available off-the-shelf in Google Ad Manager, giving buyers a straightforward way to select the data or contextual strategy that fits their campaign and create packages through Google Ad Manager’s Curation capabilities. Experian Audiences Experian Audiences draw on a deterministic offline identity foundation that represents more than 250 million U.S. consumers and 126 million U.S. households. Buyers can choose from Experian’s Audiences spanning demographics, lifestyle, financial signals, media habits, and household characteristics. That depth adds real-world consumer context beyond digital behavior alone. Contextual Experian contextual solutions give buyers a way to reach relevant environments without relying on identity. Buyers can select contextual audiences aligned to specific interests, categories, and content to inform where media appears. Experian also offers Predictive Indexed, which uses Experian audiences to predict the contextual categories and pages to target based on the likelihood that consumers visiting those environments fall within the selected audience. This gives buyers an audience-informed way to approach contextual activation without requiring identity at the point of activation. Build a Custom Curation package For buyers who need a strategy tailored to specific audience, contextual, and inventory requirements. Experian can build Custom Curation packages using Google Ad Manager’s inventory supply based on the targeting criteria that matter for a campaign. Where off-the-shelf solutions draw on Experian data, custom packages can also incorporate partner audiences and a brand’s own first-party audiences. Packages can combine Experian audiences, partner audiences, a brand’s own first-party audiences, contextual signals, and inventory or site criteria. Experian applies those criteria against Google Ad Manager inventory supply and brings the data, targeting, and inventory together into a single curated deal. This gives buyers a way to combine audience and supply decisions rather than managing each component separately. The approach can be tailored to the campaign. A buyer might start with a defined audience and add contextual or inventory criteria, bring a brand’s established first-party audience into the strategy, or build around specific supply and audience-quality requirements. Choose the path that fits the campaign Both paths do the same underlying thing: they move the audience or contextual decision closer to the ad request, before signal loss builds across the path. Whether a campaign calls for something ready to use or a package built to spec, the result is a more direct line from strategy to impression. Ready to get started? Explore Experian solutions available off-the-shelf in Google Ad Manager or contact your Experian representative to request a Custom Curation package. Latest posts
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