Magnite and Experian have formed a strategic integration to enhance cross-device audience targeting in the advertising industry. Magnite, the largest independent sell-side platform, and Experian, a leader in consumer data and identity solutions, aim to optimize advertising capabilities by activating Experian’s Consumer View in Magnite Access, an omnichannel audience product suite. This marks one of Experian’s first forays into a direct sell-side integration, a crucial step for the cookieless era.
This collaboration offers targeting and efficiency across digital channels, providing advertisers and agencies with a more effective way to reach consumers. With Experian’s robust deterministic offline data, generated from consumer purchase activity, enriched with insights on over 250 million U.S. consumers and 126 million U.S. households, advertisers can look forward to a new benchmark in targeted advertising available through Magnite Access.
Thriving in a cookieless world
With the looming deprecation of third-party cookies, audience, and identity solutions using first-party data are shifting to the sell-side. To that end, Magnite developed Magnite Access, a suite of omnichannel audience products that make it easier for media owners and their advertising partners to maximize the value of their first-party data assets. Access is adept at thriving in a post-cookie world through its effective utilization of sell-side first-party data, including within Magnite Streaming and SpringServe. Magnite Access’ deterministic and probabilistic tools provide sellers and buyers with a comprehensive solution to leverage their first-party data for audience targeting and insights.
Experian’s solutions are built to work efficiently in offline environments, making them well-equipped to thrive in a cookieless world. Brands can benefit from Experian’s deep integrations within the ecosystem, providing data and audience solutions designed to perform in cookieless environments.
“We’re excited about the collaborative approach between Magnite and Experian. This off-the-shelf integration of Experian’s syndicated audiences and the streamlined ability to receive custom audiences will provide a more accurate and cohesive consumer view, allowing us to reach our target audience and enhance campaign performance seamlessly.”
sam bloom, ceo, camelot
Reach and impact
As companies continue to rely on data-driven insights to make smarter, more efficient business decisions, partnerships between leading data and technology providers are becoming increasingly valuable.
“Integrating with Magnite allows us to translate our extensive offline and online data into actionable, intelligent solutions for making smarter, more efficient business decisions. With Magnite’s expertise in the omnichannel sell-side environment, this partnership is poised to empower businesses with the tools they need to succeed in today’s data-driven landscape.”
chris feo, svp, sales & partnerships, experian
Strengthening foundations within streaming
Magnite’s cutting-edge streaming solutions, integrated with Experian’s robust data, facilitate a connection between data and inventory, providing enhanced targeting capabilities and consumer insights.
“By integrating Experian’s Consumer View capabilities into our platform, we are enabling advertisers to unlock improved targeting capabilities while benefiting from Experian’s wealth of consumer insights. Our collaboration with Experian amplifies the value of our streaming solutions and enhances the overall advertising ecosystem by seamlessly connecting data, identity, and inventory.”
kristen williams, svp, strategic partnerships, magnite
Precision and innovation: A new advertising era
The synergistic partnership between Magnite and Experian is paving the way for a new era in advertising, offering targeting efficiency across digital channels. This collaboration is not merely a confluence of technologies but a testament to both companies’ relentless pursuit of excellence in creating a consumer-conscious advertising ecosystem.
By harnessing the wealth of consumer insights and integrating state-of-the-art technologies, Magnite and Experian are contributing to shaping the future of advertising, emphasizing accuracy and efficiency. It’s a revolutionary stride toward understanding and reaching the consumer in more meaningful and impactful ways, setting new benchmarks in the advertising world.
In a rapidly evolving digital landscape, this collaboration stands as a beacon, guiding brands toward intelligent, informed, and innovative advertising solutions, redefining the possibilities in targeted advertising and audience solutions.
Connect with us to learn more about how you can access Experian’s Consumer View data solutions in Magnite Access.
To learn more about our partner Magnite, visit their website.
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Tapad, now part of Experian, technology now powers Lifesight's real world intelligence platform with cross-device and reach expansion in the Asia Pacific Region SINGAPORE, Nov. 20, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new partnership with Lifesight, a leading provider of real world intelligence for advertisers in the Asia Pacific region (APAC). With the combined offering of The Tapad Graph, Tapad's global, privacy-safe digital cross-device solution, and Lifesight's real world intelligence platform, brands and agencies across APAC can benefit from better consumer targeting, expanded reach for targeted audiences and web-to-mobile footfall attribution. Through this multi-layered offering, Lifesight's brand and agency partners can access an omnichannel view of consumers' paths to purchase, thereby enabling them to increase the reach, measurability and ROI of their advertising campaigns. Rohit Maheswaran, Co-founder of Lifesight commented, "The consumer journey is getting increasingly more complex with ever changing digital and physical world behaviours, making it difficult for marketers to make strategic marketing spend decisions. That's why it's our mission at Lifesight to empower the brands and agencies within the APAC market to achieve better targeting and measurement capabilities, and our partnership with Tapad will help further this cause." Abhay Doshi, Head of APAC at Tapad added, "The Tapad Graph, which enables a unified view of consumers across their multiple digital devices, has a reach of 1 billion devices across the APAC market today. Paired with Lifesight's consumer insights of more than 500 million unique devices, this valuable partnership will offer the market extended consumer reach and prove beneficial to brands and advertisers across APAC who have historically struggled with resolving attribution." To learn more about Tapad and our digital identity resolution capabilities, visit www.experian.com/marketing/consumer-sync 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 Lifesight Lifesight is Asia's leading real world intelligence company that helps marketers understand, target, and measure consumers based on their real world behaviour. Lifesight's robust platform and data solutions power business decisioning, audience activation, footfall measurement, and in-depth location analytics for leading brands and enterprises. The company is headquartered in Singapore with a rapidly expanding footprint in the Asia Pacific region operating in India, Malaysia, Indonesia, UAE, Saudi Arabia, Thailand, Philippines, Vietnam, Japan, Australia and New Zealand. To learn more, visit https://www.lifesight.io/. Contact us today
NEW YORK, Oct. 24, 2019 /PRNewswire/ – Tapad, part of Experian and a global leader in digital identity resolution, today announced a new partnership with Retargetly, a leading independent full stack data company. The partnership combines Tapad's cross-device identity resolution technology with Retargetly's robust data toolset, allowing brands and agencies using Retargetly's platform to seamlessly access an expanded audience across devices, without compromising precision. In addition to reach expansion, Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, enables Retargetly's brand and agency clients a more holistic digital customer journey analysis, and efficient campaign capabilities like frequency capping and online attribution. At the same time, Tapad will be able to extend its presence into the LATAM region, tapping into Retargetly's existing regional footprint. "Combining The Tapad Graph's technology with Retargetly's platform will enable customers to make holistic, data-driven decisions that increase the ROI of their campaigns," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "We can now offer advertisers the value of both technologies to optimize their marketing initiatives across the globe by creating seamless experiences across multiple devices and channels." Understanding a consumer's cross-device journey is a marketing necessity. A recent study showed that 75% of consumers expect a consistent experience from brands1. With the number of devices per individual rapidly increasing, digital identity resolution becomes essential to create that streamlined experience consumers crave. "Similarly to Tapad, our goal is to offer marketers a suite of products that can increase the ROI of their campaigns," said Juan Amuchastegui, Head of Product at Retargetly. "In order to achieve this, marketers need digital cross-device identity resolution to gain attribution, acquisition and reach expansion capabilities. We chose Tapad as our partner because The Tapad Graph has differentiated global scale, and privacy-safe measures, which we knew would benefit our clients' campaigns." Santi Darmandrail, Managing Director at Retargetly added, "Across the Americas our clients choose to work with us because of our scale, our precision, and our unique approach to what data can do to transform business outcomes. In that scenario, partnering with Tapad and integrating The Tapad Graph onto our platform was really a no-brainer and we are beyond excited to be making that available for our more than 700 clients across the region." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. 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. 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, Denver, London, Oslo, Singapore and Tokyo. About Retargetly: Retargetly is the leading independent data solution from Latam. Their proprietary platform processes over 25 billion data events a month and transforms them into actionable analytics that drive business results across the board. The recently launched Retargetly Audience Platform (RAM) is the number one data exchange in Latin America, with over 1000 active buyers and millions of dollars traded every year. Regargetly provides services across Latam and has offices in Buenos Aires, Mexico City, São Paulo and New York. For more information, visit www.retargetly.com. Contact us today
NEW YORK, Oct. 16, 2019 /PRNewswire/ – Tapad, part of Experian and a global leader in digital identity resolution, and The Trade Desk, a global advertising technology leader, partnered to integrate The Trade Desk's unified ID solution in April 2019. The Trade Desk's unified ID solution's objective is to serve as a standardized cookie ID to help marketers reach more of their audience on the open internet. After an initial six month period, Tapad reports significant adoption rates and enhanced customer results since their joint integration in April. As a result of the partnership, client brands, agencies, DMPs/ DSPs, Data Providers, Mobile Networks and Measurement/Analytics Providers, saw increased match rates up to 38% and more global coverage without compromising precision. With this combined offering, Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, connects brands with consumers over 4 billion devices globally. "There is a need for digital identity solutions outside the walled gardens that can accommodate the need for both precision and scale," said Chris Feo, SVP of Strategy and Global Partnerships at Tapad. "Through our partnership with The Trade Desk, we are empowering companies to have a comparable digital identity resolution across the open web as compared to the walled garden environments." Over 25 companies who license The Tapad Graph, such as Annalect, Semasio, Retargetly, and ThinkCX, have also included The Trade Desk's unified ID solution as a key identifier in their graph output. "The vast improvement in scale that Tapad has seen illustrates the value digital identity resolution products can bring for brands," said Nate Gawel, General Manager of Data Partnerships at The Trade Desk. "We're looking forward to continuing work with Tapad to prove that the open internet can deliver the very same benefits many reserve for large platforms." Adoption of the unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk's cookie footprint to increase their own cookie coverage across the global independent internet. For more information, please visit The Trade Desk's unified ID solution site, or https://www.experian.com/marketing/consumer-sync to learn more about Tapad's digital identity resolution products. 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 The Trade Desk:The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube. Contact us today