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Over the past two decades, we’ve seen healthcare become increasingly interconnected. Healthcare systems can share a patient's clinical information in a variety of ways. A Pharmacy Benefits Manager can share it through an Electronic Health Record. An MRI scanner can also capture and store patient images on a picture archiving and communication system (PACS). Despite this wealth of information, according to the CDC, 20 million U.S. citizens don’t have access to medical care when they need it. A patient’s well-being should represent more than their clinical data. How can we increase access to care for those individuals? We can look towards non-clinical factors, like the social determinants of health, for answers. Coordinate care for at-risk patients What if you could identify patients who are likely to readmit due to factors outside of their medical conditions? We can use demographic, geographic, and socioeconomic data to discover patients that need greater access to care. The social determinants of health (SDOH) can uncover factors that may increase the burden of disease for some populations. What are the social determinants of health? They are the conditions in the environments where people are born, live, learn, work, play, worship, and age. Think of factors like safe housing, transportation, job opportunities, and education. These conditions can affect a wide range of health, functioning, and quality-of-life outcomes and risks. What insights can the social determinants of health reveal? Experian Health’s Social Determinants of Health solution offers holistic insight into the financial, transportation, and technological barriers individuals may experience. These barriers could hinder their access to care, medication, food, and housing. It's important to find a solution like ours that offers prioritized, proactive suggestions for interventions that help remove or reduce such barriers for improved health outcomes. Our rich household data sets can provide key insights into the SDOH. This data can answer key questions such as: Are there existing populations with housing instability issues? How much price sensitivity do consumers have for medication? Are there markets or locations that have food instability issues? Is transportation an issue that makes it hard for patients to access care facilities? Are there geographic influences that drive or prevent diagnosis and care? In the chart below, we break down the SDOH into five categories. We outline key considerations that offer insights to provide patient-specific context for your caregivers. Finally, we present patient engagement strategies that are SDOH factor-specific and based on best practice interventions and program types.                                   Social determinants of health data in action While much of healthcare focuses on clinical outcomes, our Consumer View data can provide a wealth of insight into a variety of non-clinical factors that can influence quality of care. A profile of core demographics such as age, ethnicity, and gender can uncover new opportunities or highlight areas where engagement does not align with medical research. We can discover patients at-risk for not being able to access essential services utilizing key, social determinants of health and geographic profiling. When combined with core demographics like age, gender, and ethnicity, we can compare any patient population against expected SDOH norms to uncover significant gaps in access to care. Our data shows that: 1 in 12 households have no access to a vehicle 1 in 4 households are sensitive to the cost of medication 1 in 5 households have very low technology sophistication 1 in 7 households live below the federal poverty level Once you have this data, what can you do with it? You can develop an inclusive education and communication campaign with our data-driven content and contact engagement solution. This solution empowers you to pair the perfect messaging styles with the right channels to deliver a personalized experience to broaden your reach. For those individuals who have little access to technology, an email campaign may not reach them. We can identify additional engagement channels like the traditional newspaper, radio, direct mail, or even broadcast TV to determine the best medium to expand your market while increasing access to care. By using decision making styles and engagement channels, together we can reduce the burden of care on the medically underserved. Let’s drive inclusive healthcare together Develop a more holistic view of your patient population while increasing healthcare equity. We can help you use the social determinants of health for actionable care management. Contact us to learn how you can fold this data into your healthcare ecosystem. Get in touch

Next up in our Ask the Expert series, we hear from Sarah Ilie and Lauren Portell. Sarah and Lauren talk about the internet’s value exchange - what we gain and lose when it’s so easy to share our information. Is convenience hurting or helping us?  The age of connectivity  Today, it’s almost unimaginable to think about how your day-to-day life would look without the convenience of the internet, smartphones, apps, and fitness trackers; the list goes on and on. We live in the age of connectivity. We have the convenience to buy products delivered to our homes on the same day. We can consume content across thousands of platforms. We also have watches or apps that track our health with more granularity than ever before.   The internet's value exchange In exchange for this convenience and information, we must share various kinds of data for these transactions and activities to take place. Websites and apps give you the option to “opt in” and share your data. They also often let you know that they are collecting your data. This can feel like an uncomfortable proposition and an invasion of privacy to many people. What does it mean to opt-in to a website or app’s tracking cookies?  What value do we exchange?  What opting in means for you  Opting in to cookies means that you are allowing the app or website to track your online activity and collect anonymous data that is aggregated for marketing analytics. The data provides valuable information to understand users better to create better online experiences or offer more useful products and content.    Granting access to “tracking” offers several benefits to users such as a customized, more personal user experience or advertising that is more likely to be relevant. For example, let’s imagine you have recently been using an app or website to plan a camping trip. By sharing your data, the website or app has visibility into what is interesting or useful to you which can lead to related content suggestions (best campsites) or relevant advertising and product recommendations (tents and camping equipment).     It’s important to know that the marketing data collected when you opt in is extremely valuable. The revenue that advertising generates is often very important to websites and apps because this is how they make money to continue providing content and services to consumers.     Data privacy practices  Privacy concerns regarding how companies and developers use tracking information have risen over the last couple of years and have resulted in additional protection for consumers’ privacy while still allowing companies to improve their products and advertising. One big step in this direction has been simply making people aware that their data is being collected, why it’s being collected, and providing users with the option to share this data for marketing analytics through opting-in or not.     Other important steps to maintain online privacy include formal legal legislation and self-regulation. The right to privacy is protected by more than 600 laws between individual states and federal legislation and the U.S. House Committee on Energy and Commerce recently voted to pass the American Data Privacy and Protection Act.  Additionally, marketing organizations such as the Interactive Advertising Bureau and Association of National Advertisers regulate themselves with codes of conduct and standards given there is so much attention on privacy issues.    Is the internet's value exchange worth it?  The data that we choose to share by opting in has a lot of benefits for us as consumers. There are laws in place to protect our data and privacy. Of course, it’s important to be aware that data is collected and used for marketing purposes, but it’s also reasonable to share a certain amount of data that translates into benefits for you as well.  The best data unlocks the best marketing. Contact us to tap into the power of the world’s largest consumer database. Learn how you can use Experian Marketing Services' powerful consumer data to learn more about your customers, drive new business, and deliver intelligent interactions across all channels.  Meet the Experts:  Lauren Portell, Account Executive, Advanced TV, Experian Marketing Services  Sarah Ilie, Strategic Partner Manager, Experian Marketing Services  Get in touch

We’re excited to introduce our new Q&A series, Ask the Expert! Ask the Expert will feature a series of conversations with product experts. We’ll spotlight and dive into the areas you care most about: identity resolution, targeting, attribution, and more. Our first segment features a conversation on Hashed Email. Jeff Tognetti, the Product Development Team Lead at DealerX joins us to chat with Experian’s Chief Revenue Officer, Chris Feo. Chris and Jeff review how to future-proof your identity strategy by exploring Hashed Email use cases, technical details, and offer an expert point of view on the cookieless future.   Let’s review a few highlights from their conversation. DealerX’s use case  When DealerX first started working with us, we focused on digital identity. DealerX wanted to understand the browsing habits of their first-party shoppers that relate to their clients:   What they’re doing  How they’re interacting with client sites and products  Apply those learnings to target them across the web   Eliminate ad fraud and targeting waste  Our partnership gave DealerX the ability to take an anonymous consumer from anywhere across their portfolio of customers and understand who they are, while in an anonymous state. Then, they could activate on any channel where that consumer may be in the market for a product. This allowed DealerX to resolve who these people are as they browse the web, leading to reduced ad spend and targeting waste.   This was the original and primary use case for DealerX when partnering with us. So, when did Hashed Email come into the mix for DealerX? Before we dive into the specifics, let’s take a step back and understand Hashed Email.  What is Hashed Email?  Hashed Email is a privacy-safe identifier that can further enrich the connection between the online (digital) and offline (real world) ecosystems. When paired with the Tapad Graph with access to Tapad’s universe of email data, it can provide maximum coverage for targeting and measurement when combined with IDs such as cookies, mobile ad IDs (MAIDs), connected TV (CTV) IDs, and IP addresses.  Email hashing uses a method of coding to transform an email address into a jumble of numbers and letters so that it’s fully pseudonymized and privacy safe. Hashed emails can then be used as a digital identifier when a user is logged in to that email and trace their activity – without linking back to the user’s real email address. This allows marketers to collect data on their users and understand their behavior without knowing their email address – a win for both consumer privacy and marketer insight.  DealerX & Hashed Email  DealerX was one of our first customers to onboard Hashed Email to the Tapad Graph. Adding Hashed Email gave them a privacy-compliant way to work with identity and resolve what a user did on their site. This allowed them to gain insight into where an ad and impression was served; even the day and time these actions occurred.  Now, we’re not the only data partner that DealerX works with. Many companies offer the notion of converting email to a digital ID in a privacy-safe way. How does DealerX evaluate the right data partner?  Evaluating the right data partner  When we say, ‘data partner,’ we’re referring to the data, the service, and the support. The most important characteristics to consider when choosing a data partner, according to DealerX, include:  Technical prowess  Efficiency  Agility  Scalability  Why did DealerX choose to partner with us? Our services met the characteristics they were looking for in a data partner. We grew the product by iterating on features that worked best for Jeff and his team. The rollout was organized, efficient, and lacked bureaucracy, which can slow down an implementation timeline.  While we started our relationship with DealerX as a vendor, now we're partners. How did we transition from vendor to partner? Transitioning from vendor to partner  The key to a great partnership is trust. It’s tough to navigate an ecosystem with numerous companies that claim to have the same products and services. The relationship will start off as vendor-client, and both teams will get to know each other’s strengths and weaknesses. As the vendor makes your work seamless and offers an efficient implementation process, the relationship turns into a partnership.  There’s more!  This is just a taste of Chris and Jeff’s conversation. Visit the Ask the Expert content hub to watch a recording of the conversation. Stay tuned for future segments in our Ask the Expert series. We’re just getting started!  Get in touch About DealerXIn just a few short years, DealerX has grown to serve 1,000’s of Tier 3 dealerships across all brands, enterprise partners and OEMs. Their keen approach to data, analytics, machine learning and programmatic initiatives have led DealerX to quickly become the most savvy player in the automotive space. DealerX has helped automotive retailers save 10’s of millions of dollars by avoiding fraud and eliminating wasteful ads pends, while dramatically reducing “cost per sale." In doing so, their partners significantly outperform those leveraging generic “one size fits all” competitive offerings. To learn more, visit their website at Dealerx.com.

While the weather outside is frightfully hot this summer, it’s never too soon to start thinking about the holidays – and consumers are more likely to start their holiday shopping early this year. To get you ready for the 2022 holiday shopping season, we looked back at consumer shopping trends from 2019-2021. What did we learn and what trends do we expect to see this year? Let’s look back. A look back Over the last three years, average consumer spending has increased. Record 2021 holiday sales came amidst a wave of COVID-19 cases, rising inflation, labor shortages, and supply chain problems. Despite these challenges, consumers continued to let it snow when it came to spending during the holiday season.  2022 has been a year with its own economic roadblocks – the war in Ukraine, rising gas prices, and recession concerns. Yet 2021 was a banner year for holiday sales despite its obstacles, and we predict similar trends in the 2022 holiday shopping season. What trends do we expect to see for the most wonderful time of the year?  2022 predictions While consumer spending remains strong, changing economic conditions continue to shape shopper behavior. To develop our predictions for 2022 holiday shopper behavior, we focused on four key areas: When consumers shop Where consumers shop What consumers purchase Consumer media preferences Now, let's make our holiday campaign planning checklist and check it twice. When consumers shop Chestnuts roasting on an open fire. Jack Frost nipping at your nose. Those aren’t the only ways to know when the holiday season has begun. Shoppers tend to spread out their holiday purchases across multiple months and were more likely to start shopping earlier. To understand holiday retail sales trends from 2019-2021, we identified four shopper segments:  Early Shoppers Traditional Shoppers Late Shoppers Random Shoppers What differences did we see between our four shopper segments? Early shoppers made almost half of their holiday purchases in October Random shoppers spread out their holiday purchases evenly across multiple months Late shoppers made almost half of their holiday purchases in December Traditional shoppers made almost half of their holiday purchases in November While December continues to dominate holiday sales, October has started to gain traction over the last three years, and November remains a core shopping month. Everybody knows a turkey and a mistletoe help to make the season bright but knowing when your consumers are most likely to shop will help deck your campaign planning halls. Jingle bell rock your way to holiday sales that shine bright with our tips to prepare for earlier shoppers:  Offer targeted promotions earlier in the shopping season Target your ads based on the shopping habits of your customers throughout the season Where consumers shop There’s no place like home for the holidays but most consumers aren’t shopping from home. Despite the rise in online shopping, brick and mortar locations continue to dominate holiday sales. October is the most popular month to take a one-horse open sleigh to a store, and consumers gather around the fire to online shop in November and December.     With most shoppers preferring to shop in-store, and e-commerce popularity growing, it’s critical to think about bridging the gap between your online and offline presence for the consumer. Are you offering multiple paths to purchase with solutions such as BOPIS (Buy Online, Pickup In-Store)?  Go down in history like Rudolph with our tips to prepare for more in-store shopping:  Focus on in-store shopping experience technology (self-checkout, VR, QR codes, scan to pay, etc.) Offer multiple paths to purchase to connect your online and physical presence through methods such as BOPIS (Buy Online, Pickup In-Store), BORIS (Buy Online, Return In-Store), and ROPO (Research Online, Purchase Offline), etc. What consumers purchase When it comes to holiday gifts, for some, only a hippopotamus will do. Compared to pre-pandemic, shoppers are spending more at apparel stores and mass retailers. Spending at specialty retailers, warehouse clubs, and on office, electronic, and games is almost the same across holiday and non-holiday shopping months. Time for toys and time for cheer may be year-round, but are there any correlations between where consumers shop (online vs. in-store) and what they purchase? Our data found that shoppers who bought from mass retailers were more likely to shop online, while shopping for apparel and warehouse clubs was done at a physical store location.     Put this insight to the test by thinking through how you can target your consumer based on where they shop in-store and online. You just might find that hippopotamus at a brick and mortar mass retailer location!  Consumer media preferences Do you see what I see? While we are seeing a shift to digital media channel preference, consumers still engage with traditional media channels like direct mail and the traditional newspaper. Successfully connecting with your customers involves capturing their attention through the right channel. We found that our four shopping groups prefer a mix of traditional and digital media channels. What does your media channel mix look like?  Hark! The herald angels sing of ways to adapt to the change in holiday spend and media preferences:  Align your activation efforts to digital, but don't forget about traditional channels Expand your targeting and activation focus beyond in-store vs. online Download our new 2024 report For a deeper dive into our predictions and actionable insights you can use to take your holiday campaign planning home for the holidays, download our new 2024 report. Experian data can help you refine your content and creative strategy to achieve maximum ROI for each campaign across all your channels. Download now Get in touch

Fluctuation in consumers' behaviors and preferences during the pandemic has prompted a shift in the practices and patterns that we are accustomed to. Powerful market forces are emerging as society builds a new normal, forcing marketers to rethink their strategy, activation, and measurement.   It is important for marketers to understand the forces that influence the industry, and to learn about alternative approaches that can be applied to help reach their goals.   In our recent webinar, ‘How to Adjust to the New World of Advertising,’ Experian’s Chris Feo and guest speaker Tina Moffett, Principal Analyst at Forrester Research, lead an in-depth discussion of the market dynamics and developments guiding us to this new era of advertising. They talked about:  The pandemic changing consumer behavior  Emerging media channels   Data deprecation    The pandemic and increased media consumption The pandemic caused seismic shifts in consumer behaviors and business operations. Work from home became the norm, consumers made drastic changes in their routines, and businesses had to adjust to new operating models as local economies shrank and supply chains strained. As stay-at-home orders were put into effect, consumers increased their media consumption drastically as more time was spent at home in front of their devices. According to Forrester, by June 2020, 48% of US online adults subscribed to at least one streaming service, while 34% had signed up for multiple.  Forrester contends that:  Social and online video/OTT will grow fastest among other categories of ad spend   Connected TV outpaces other video advertising channels  55% of consumers plan to continue watching movies at home rather than in theatres after the pandemic    Data deprecation   The ways that marketers can personalize content and measure the effectiveness of campaigns is changing with data deprecation. Consumer preferences, regulations, and technology providers are evolving the way advertisers understand consumers, causing changes to existing identity-based marketing strategies. According to Forrester, 66% of marketers are investing in first-party data collection strategies to adapt to these market forces.    Marketers need to adjust   Demand for a new advertising approach    Changes in consumer behavior, evolving media consumption patterns, and data deprecation have marketers looking at new approaches to targeting and measurement. However, with the future uncertain in many of these areas, marketers need to test and experiment to determine which approach is best for them in particular use cases.     Shifting to a new world of experimentation   Advertisers need to start by assessing their current environment to determine where they have exposure today, which methods of identification they are using, and how those channels may be impacted by the market forces outlined earlier. From there, they need to start asking themselves how they can assess identity in the future or if there is another way to approach advertising in that specific channel.   There are specific areas where marketers can look to make investments in terms of experimentation:  Adoption of cleanrooms to support analytics and audience targeting Investment in first-party data to overcome the issue of data deprecation Shifting to a value-based, omni-channel advertising mindset to address customers’ needs Investment in data-savvy resources to manage media insights Adoption of consistent cross-platform advertising metrics and currencies to inform better planning If you missed our recent webinar ‘How to Adjust to the New World of Advertising,’ you can listen to the full discussion here.  Get in touch

Third-party cookies have been a crucial component in people-based advertising and digital identity. With Google's recent announcement of delaying third-party cookie deprecation to 2024, the industry has more time to rethink how to effectively identify and communicate with consumers when the time comes. Preparing for cookie deprecation  Solving for the post-cookie world is mission critical, particularly as consumer expectation for a relevant digital experience is heightened. We’ve seen a number of industry participants, including brands, publishers, data providers and technology platforms, work around the clock to find an alternative to third-party cookies—one that amasses the same scale and reach but also maintains consumer privacy.  In fact, industry insights echo that sentiment. According to a white paper from Winterberry Group, Collaborative Data Solutions: The Evolution of Identity in a Privacy-First, Post-Cookie World, sponsored in part by Experian, one of the most frequently heard comments was the urgency for the industry to develop post-cookie, privacy compliant solutions that work in a more integrated manner.  And if there was one overarching position regarding the research into the future of identity, it’s that collaboration is key. Participants in the white paper expressed that with the elimination of third-party cookies, there will be a surge in collaborative solutions across and within companies to accommodate changes in the digital marketplace. Collaborative data solutions must move beyond new post-cookie identity replacements and encompass more holistic approaches, including first-party data.  First-party data sharing   Currently, 64.3 percent of organizations in the US collaborate with other organizations to share first-party data for insights, activation, measurement or attribution, and 16.7 percent in the U.S. have plans to. Virtually all US companies surveyed were aware of the option to collaborate with other organizations and expressed openness to discussions around sharing first-party data.  What is the solution to third-party cookie deprecation?   The deprecation of third-party cookies is creating a shock in the marketing and advertising world because there has been an over-dependence on one type of identifier. Therefore, the solution to identify consumers across the digital ecosystem will not come from a single replacement for third-party cookies. Instead, it will rely on a combination of solutions, including collaborative data between organizations and implementation of proprietary first-party data strategies, as well as a framework that can connect all these touchpoints together.  Experian can help you navigate the cookieless future   Experian is focused on building a more effective advertising ecosystem that promotes the interoperability of digital touchpoints while enabling and fostering new innovations in a privacy forward way. Contact us today and get started with building connected identity in the ever-changing data landscape. To learn more, watch the recording of our webinar with The Vitamin Shoppe where we discuss identity and how you can drive more addressable audience strategies amidst diminishing data signals.  Get in touch

Experian Marketing Services and Data Quality President Genevieve Juillard recently sat down with Zach Rodgers, host of the AdExchanger Talks podcast to discuss the future of identity, the importance of data transparency and privacy, and our recent acquisition of Tapad. Genevieve focused on the opportunity for our industry to reimagine an advertising ecosystem that is resilient and adaptable; one that takes advantage of emerging data and prioritizes data transparency and consumer privacy. She also discussed the importance of advertising strategies that put consumers at the heart of every decision and give them more control over their data. Genevieve shared with AdExchanger that Experian’s acquisition of Tapad, a global leader in digital identity resolution, was a natural fit for our company. Tapad’s approach and role in the ecosystem is very much aligned with Experian’s, which is to develop solutions that are resilient to industry and consumer changes. The combination of our capabilities supports interoperability across all types of identifiers, both online and offline, and will position us to help our clients navigate the post-third-party cookie world. To learn more about Experian’s plans to support an effective advertising ecosystem that will evolve with our dynamic industry, listen to the full podcast Embracing ‘Healthy Fragmentation’ In Ad Tech, With Genevieve Juillard. Get in touch

Tapad launches global privacy-safe solution to provide continuity in the absence of third-party cookies Switchboard, a module within The Tapad Graph, will connect emerging cookieless identifiers to traditional IDs, creating a more holistic view of the consumer and driving value exchange within the advertising ecosystem Tapad, part of Experian, a global leader in cross-device digital identity resolution, and a part of Experian, announced today the launch of Switchboard, a first-of-its-kind solution to help navigate the evolving cookieless landscape. Switchboard, a module within The Tapad Graph, will operate as a global, privacy-safe solution to provide continuity in the absence of third-party cookies by connecting new cookieless identifiers to traditional digital IDs for a comprehensive view of consumers and their digital touchpoints. Switchboard will enable interoperability across the growing number of these digital identifiers and the value exchange between publishers, content creators and consumers. Leading digital identity solutions partnering with Tapad, part of Experian at the launch of Switchboard include Unified ID 2.0, ID5, Lotame Panorama ID, BritePool, Retargetly IDx and Audigent Halo ID. Tapad, part of Experian plans to expand support to additional identity solutions on an ongoing basis. In addition to these identity solutions, early partners across the ecosystem include The Trade Desk, Amobee, Martin, ShareThis, Eyeota and Catalina. “This diverse group of launch partners and testing customers will prove that Switchboard is an important tenet for the future of identity resolution. We’re excited to be proactive in our approach to give marketers time to adapt new solutions and test their function in tandem with the third-party cookie, while continuing to give our customers flexibility and control,” said Mark Connon, General Manager of Tapad, part of Experian. “Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5's cookieless IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie,” said Mathieu Roche Co-founder & CEO of ID5. Switchboard provides value across the marketing and advertising ecosystem as the need for the ability to support multiple cookieless ID’s across ad tech increases throughout 2021. With a decade of expertise creating digital identity resolution products, Tapad, part of Experian is poised to solve this challenge through innovation and quality, privacy-safe data-driven solutions. “Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens,” said Pierre Diennet, Global Partnerships at Lotame. ”Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players.” “As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, part of Experian on this next-generation solution to provide a comprehensive view of consumers,” says Bryan Everett, Senior Vice President of Global Business Development at Amobee. “With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs.” Tapad, part of Experian is welcoming identity solutions and Tapad Graph customer participation in Switchboard throughout 2021. Stayed tuned for more updates and information on Switchboard in the coming months. Get in touch

Adapt with Tapad, a part of Experian Leading browsers have made public announcements and technical deployments to reduce the digital advertising accessibility of third-party cookies for data collection, storage, and sharing due to growing privacy concerns. As a result, there has been growing momentum to find an alternative via cookieless IDs, with the intent to create a replacement that helps ensure continuity across the ecosystem.  At Tapad we’ve chosen to approach the market with a solution that provides agnostic interoperability for these cookieless identifiers, so that marketers can continue to work with the identity providers of their choice while maintaining the most holistic view of consumers across digital touchpoints. Introducing switchboard Switchboard is a module within The Tapad Graph that leverages our core capabilities across machine learning and identity management to provide a connection between traditional digital identifiers and the new wave of cookieless IDs that will be utilized in the future.  Customers of Tapad can take advantage of its broad ecosystem of identifiers to drive targeting and frequency capping strategies and enable detailed measurement and attribution post-deprecation of the third-party cookie. Our goal is to accelerate the adoption, scale, and utility of cookieless IDs with the release of the Switchboard module within The Tapad Graph, while maintaining an agnostic approach to the market. Switchboard for identity solutions In the evolving landscape agencies and marketers will need to invest, test, and analyze the best combination of cookieless ID partners to meet their objectives.  The Switchboard module will increase the utility and value of the cookieless ID space in conjunction with other addressable IDs,  by providing a layer of connectivity that will be natively missing with the deprecation of third-party cookies.  Identity solutions at launch: Switchboard for graph customers For existing Tapad customers who leverage the Switchboard module in The Tapad Graph, it will provide a seamless way to facilitate interoperability while resolving identity back to a Household or Individual. By providing this translation layer, Tapad will take on the responsibility of encryption and decryption protocols where applicable, which will deliver added functionality to our customers.  Tapad + Experian partners at launch: Use cases Resolve existing first-party data with new cookieless solutions through The Tapad Graph to minimize data loss Frequency cap at the Individual and Household level via Cookieless and traditional ID Reach consumers at scale across all touchpoints and IDs   Build a more inclusive and holistic view of the consumer journey Run accurate and scalable measurement before and after the formal deprecation of third-party cookies in Chrome Map online data into offline activities  Hear why industry leaders are adapting with Tapad + Experian As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, a part of Experian, on this next-generation solution to provide a comprehensive view of consumers. With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs.  — Bryan Everett | Senior Vice President of Global Business Development | Amobee   Connecting offline and online shopper activity in a privacy-compliant way is fundamental to marketing effectiveness and determining return on ad-spend. That’s why we’re excited to be a launch partner for Tapad + Experian's Switchboard offering; it provides a unified solution for supporting the variety of proprietary and anonymous user ID standards required by advertising demand-side platforms today.  — Brian Dunphy | SVP Digital Business and Strategic Partnerships | Catalina   As the industry evolves, Tapad + Experian's Switchboard presents a privacy-safe solution that allows for the continued activation of data and an alternative to advertising within walled garden environments. We look forward to collaborating with Tapad and the industry as we collectively transition to support cookieless identity.  — Don Lee |SVP of Global Platform Partnerships | Eyeota   We are excited to participate in this proactive solution to the sunset of third-party cookies. Switchboard’s agnostic interoperability, with BritePool and other ID providers, will create high-value for marketers as they transition to the era of cookieless web advertising.  — David J. Moore | CEO | BritePool   Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens. Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players.  — Pierre Diennet | Global Partnerships | Lotame   At this pivotal moment in the industry, we are excited to be partnering with Tapad, a part of Experian on their cookieless initiative and making Retargetly IDx available into the Switchboard solution, providing global brands, platforms and publishers with a compliant, cookieless ID solution for the Latin American market; enabling them to target, reach and measure users at scale through the region.  — Daniel Czaplinski | CEO and Co-Founder | Retargetly   With Audigent’s Halo ID, we’re architecting a cookieless future where clients and partners have confidence in the actionability and interoperability of exclusive 1st party audiences, originated from some of the world’s leading publishers and creators. We see collaboration as being critical to a collective understanding of identity and Tapad, a part of Experian as a trusted partner with solutions such as Switchboard to support continuity for marketers’ addressability.  — Drew Stein | CEO and Founder | Audigent   Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5’s cookie-less IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie.  — Mathieu Roche | CEO and Co-Founder | ID5   Addressing the current identity challenge requires transparency and collaboration. We are pleased to align ShareThis data with Tapad + Experian’s growing ecosystem. ShareThis data helps marketers evolve beyond the cookie to complete the picture. Tapad + Experian’s Switchboard offering will support ShareThis’s deep connections to clients and technology platforms, preserving and growing the accessibility of our data.  — Michael Gorman | SVP Product and Business Development | ShareThis   Get in touch