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.
See how your campaigns can achieve similar results with Experian Curated Deals
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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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