At A Glance
During the year's most competitive promotional window, a large holdco agency used Experian Curated Deals to activate a 27 million-person luxury gift-giving audience across premium connected TV (CTV) inventory for a national technology brand. The brand saw a 128% lift in search revenue and an 84% increase in search sessions with several products selling out.Key takeaways
- Experian Curated Deals connected a 27 million-person luxury gift-giving audience with premium CTV inventory for a national technology brand.
- A single deal structure gave a large holdco agency access to multiple publishers through Experian’s direct supply integrations.
- The campaign coincided with a 128% increase in search revenue and an 84% increase in search sessions during Black Friday and Cyber Monday.
- The agency paired audience data with a supply-side platform (SSP) and used ongoing communication between data and supply to manage household reach week over week.
What challenge did the brand and its agency face heading into Black Friday?
A national technology brand and its agency needed to reach high-value gift shoppers after the brand reduced traditional broadcast TV spend. The agency used Experian Curated Deals to activate a targeted CTV campaign and track search activity and revenue during the promotional period.
Black Friday and Cyber Monday represent a meaningful share of annual revenue for the national technology brand. With cautious budgeting prompting the brand to pull back on traditional broadcast TV, its agency needed another way to reach luxury gift-giving shoppers at scale during this key sales period.
The brand’s goals:
What are Experian Curated Deals?
Experian Curated Deals combine premium data and premium inventory in private marketplace (PMP) deals activated through Deal IDs. This approach gives agencies a way to reach defined audiences in premium CTV environments through a unified deal structure.
With Experian Curated Deals, agencies can:
For agencies working across complex media buys on behalf of brand clients, Experian Curated Deals provide a curated path to high-value audiences that produces measurable outcomes.
How did the agency use Experian Curated Deals?
The agency used Experian Curated Deals to identify and activate a Luxury Gift Givers audience of 27 million people, sourced from publisher-derived audience data across entertainment, sports, lifestyle, and e-commerce networks.
The agency activated the audience across premium CTV channels through Experian’s direct supply integrations, including AMC Networks, Discovery, FOX, Pluto TV, Sling, and Vevo. The Deal ID structure brought audience and inventory together across publishers.
The agency paired Experian’s audience data with a well-known SSP in what the team described as a first-to-market collaboration. The team maintained communication between data and supply throughout the campaign, with a feedback loop that supported household reach week over week as Black Friday and Cyber Monday approached.
“Our focus on strategic supply partnerships, and on forging alliances that deliver business outcomes for our clients, led to this first-to-market collaboration. We paired Experian’s audience data with a well-known SSP to activate a data-driven approach to connected TV. The ongoing communication bridge and feedback loop between data and supply unlocked reach and efficiency potential for impressions against high-value, underserved audiences.”
Large Holdco AgencyManaging Director, Client Leadership
What results did the brand see?
During the Black Friday and Cyber Monday period, search revenue increased 128% and search sessions increased 84%. The campaign exceeded the brand’s sales goals for the promotional period, and several products sold out.
- 128% increase in search revenue over the Black Friday and Cyber Monday period.
- 84% increase in search sessions over the same window.
Download the full case study to see the complete results and methodology behind this collaboration.
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FAQs
Experian Curated Deals unify premium data and premium inventory into optimized private marketplaces that solve identity fragmentation and simplify activation. With ID-based and ID-less segmentation, brands and agencies can access first-party publisher audiences, Experian syndicated data, partner segments, and predictive contextual signals through Deal IDs.
CTV combines the reach and impact of television with the targeting precision of digital, but addressability in that environment has historically been a challenge. Traditional broadcast approaches can’t identify or segment specific audience segments at scale. Experian Curated Deals solve for this by connecting verified audience data with curated supply, so campaigns can reach the right households rather than just the right dayparts.
The team tracked search sessions and search revenue over the Black Friday and Cyber Monday window. Household reach grew week over week as the campaign progressed, and that compounding exposure correlated directly with the 128% lift in search revenue and 84% lift in search sessions. The exposure data from the campaign also created a foundation for a companion retargeting strategy.
The agency paired Experian’s audience data with a leading SSP to activate a data-driven approach to CTV that the Managing Director of Client Leadership described as a first-to-market collaboration. The ongoing communication bridge between data and supply was central to delivering reach and efficiency against high-value audiences.
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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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