At A Glance
This case study shows how a data company used Experian Curated Deals to reach marketers who were actively comparing data and identity providers. Audience, contextual and predictive indexed targeting ran together in one private marketplace deal, and the campaign launched in five days with a 0.26% click-through rate (CTR), 2.6 times the display benchmark.Key takeaways
- Buyers often shortlist data and identity providers before every provider can make its case, so brands absent during comparison never enter the deal.
- Three tactics ran together: audience targeting for relevant professionals, contextual placement beside category content, and predictive indexed targeting that extended reach into likely environments.
- Experian Curated Deals package privacy-safe audience data, premium publisher inventory and dynamic pricing into one private marketplace deal.
- The campaign launched in five days, served 8.75 million impressions and drove more than 23,000 website visits at a 0.26% CTR.
What challenge did the data company face with its conquesting campaign?
The data company’s challenge was getting in front of marketers who were still comparing data and identity providers, before those marketers settled on a shortlist.
In a crowded category, attention concentrates around the names buyers already know. When a marketer starts evaluating data and identity providers, the shortlist often forms before every provider gets a chance to make its case, and for an established data company, sitting out that window is costly. Brands that are absent while buyers are actively comparing options do not lose the deal at the end of the process, they never enter it.
The data company needed to:
What are Experian Curated Deals?
Experian Curated Deals package privacy-safe audience data, premium publisher inventory, and dynamic pricing into one private marketplace (PMP), accessible through a single deal ID. It removes the need to stitch together separate vendors and contracts to get activation-ready audience data and premium inventory.
For a marketer, that means:
How did the data company use Curated Deals for its conquesting campaign?
The data company used Experian Curated Deals to reach marketing and advertising audiences across mainstream news, business and sports content, focusing the campaign on the capabilities buyers were actively evaluating: identity resolution, data collaboration, clean rooms, and measurement.
Curated Deals brought audience data, premium supply, and ongoing optimization together in one activation, so the campaign could reach that audience wherever they were browsing, without stitching together separate data and media buys.
Three targeting tactics ran side by side:
Running all three together balanced accuracy, relevance, and reach, with real-time optimization throughout the flight. Because the deals activated through the team’s existing programmatic workflow, the campaign went live in days.
What results did the data company see from Curated Deals?
- 5 days to launch
- 0.26% click-through rate (CTR), 2.6 times the 10% display benchmark
- $2.86 CPM
- 8.75 million impressions delivered
- 23,000+ website visits
Download the full case study to see the complete results and methodology behind this collaboration.
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FAQs
The data company needed to build awareness among marketers actively evaluating data and identity providers, reach them with a differentiated message while they were comparing options, and turn that reach into measurable engagement, within a narrow market window.
Experian Curated Deals package privacy-safe audience data, premium publisher inventory, and dynamic pricing into one activation-ready PMP, delivered through a single deal ID.
The team used Experian Curated Deals to reach marketing and advertising audiences across news, business, and sports content, running audience, contextual, and predictive indexed targeting side by side, with real-time optimization throughout the flight.
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