At A Glance
Experian Audiences are now available in the Adobe Advertising DSP, giving advertisers and agencies a faster way to move from audience strategy to activation. This integration brings more than 3,500 Experian Audiences into the Adobe Advertising DSP, pairing reliable data, identity and media-buying tools to support relevance, reach, and campaign performance.For marketers, the goal is simple: dependable data, connected tools, and a more direct path from audience strategy to measurable advertising outcomes.
For many advertisers and agencies, audience strategies frequently stall between planning and activation. Teams may identify whom to reach, but require reliable data, scalable identities, and a direct path to media-buying platforms. Experian Audiences are now available in the Adobe Advertising DSP, giving marketers access to more than 3,500 audiences built with reliable data to support faster activation, broader reach, stronger relevance, and better campaign performance.
This brings together Experian’s data, audiences, identity, and partner ecosystem with Adobe Advertising’s AI-powered ad-buying capabilities within Adobe Experience Cloud. Adobe Advertising helps brands centralize planning, optimize media, and improve performance through purpose-built AI and integrated tools across Adobe Analytics, Adobe Customer Journey Analytics, and Adobe Real-Time.
“Advertisers need audience solutions that are accurate, addressable, and easy to activate. Bringing Experian Audiences into the Adobe Advertising DSP gives marketers a faster path from reliable data to action. Together, Experian and Adobe Advertising help brands reach the right audiences, improve efficiency, and strengthen campaign performance.”
ExperianAli Mack, VP AdTech
How Experian Audiences support activation in the Adobe Advertising DSP
Marketers want to better understand their customers, engage them across channels, and accurately measure campaign impact. That is where Experian and Adobe Advertising can help.
Experian’s Digital Graph connects digital identifiers to households and individuals, helping advertisers extend audience reach across channels. For the Adobe Advertising DSP, this supports more addressable activation from first-party and third-party audience sources and gives marketers a stronger path to reach their intended audiences at scale.
Adobe Advertising advances this approach by unifying advertising and marketing technology. Their platform manages planning, buying, measurement, and optimization across connected TV (CTV), search, social, display, audio, and commerce channels.
Together, Experian and Adobe Advertising make it easier for advertisers to activate high-quality audiences where media decisions happen.
With Experian Audiences now available in the Adobe Advertising DSP, advertisers can:
“Our collaboration with Experian brings premium, identity-based audiences directly into Adobe Advertising, giving advertisers everything they need to perform. Together we’re putting powerful, identity-based audiences alongside advertisers’ own data to power custom algorithms that actually move the needle.”
Adobe AdvertisingPhil Cowlishaw, Managing Director
Audience strategies advertisers can activate in the Adobe Advertising DSP
Advertisers and agencies need a faster, more flexible way to move from campaign brief to audience activation. Whether you want toreach in-market shoppers, build a tailored audience, or connect messaging to consumer behavior,Experian Audiences gives advertisers and agencies a flexible way to progress from campaign brief to audience activation in the Adobe Advertising DSP.
Why connected audience activation matters for advertisers and agencies
Advertising has moved toward connected solutions that bring data, identity, media execution, and measurement together to drive stronger results.
For agencies and marketers, this unified approach simplifies audience planning and helps turn strategy into scalable media plans.
Together, Experian and Adobe Advertising give teams access to trusted audiences, AI-powered tools, and connected workflows that improve performance across the media lifecycle.
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FAQs
Experian Audiences are now available directly in the Adobe Advertising DSP, giving advertisers access to more than 3,500 audiences for campaign activation. Marketers can move from audience planning to media execution with fewer handoffs between strategy, data selection ,and buying workflows.
Experian’s data, audiences, and identity foundation help marketers connect audience strategy to activation in the Adobe Advertising DSP. Experian’s Digital Graph connects digital identifiers to households and individuals, supporting addressable reach across first-party and third-party audience sources.
Advertisers can use Experian Audiences to support financial services, retail, CPG, auto, healthcare, pharma, TV and lifestyle campaigns. These audiences help marketers align campaign goals with consumer behaviors, purchase signals, channel preferences, and vertical-specific audience needs.
The Experian and Adobe integration helps agencies turn client audience strategies into scalable media plans inside the Adobe Advertising DSP. Agencies can use Experian Audiences to support planning, activation and optimization across channels such as CTV, display, audio, and commerce.
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Tapad, part of Experian, and AdsWizz partner to enable digital identity resolution across audio ad campaigns
Featured stories from Experian MarketingWith 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