The digital advertising landscape has undergone a seismic shift in recent years. Privacy-conscious consumers, transformative regulations, and emerging technologies are converging to redefine how addressability — the ability to accurately reach a specific audience — functions in this new era. Addressability is a cornerstone of digital advertising, and its evolution presents both challenges and opportunities for publishers and advertisers alike.
The need for enhancing addressability is driven by a complex set of factors. More consumers are opting out of data sharing or disabling cookie-tracking, leading to a drastic reduction in the reach of traditional programmatic advertising. Nearly 70 percent of consumers are now unreachable through these conventional methods, creating an ‘addressability gap’ that publishers and advertisers are eager to bridge. The landscape is further complicated by privacy regulations such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), which mandate solutions that balance user privacy with advertisers’ needs.
Contributing to this intricate mix is the growing shift toward video and connected TV (CTV). These platforms have long operated in a cookie-less environment and are witnessing rising demand due to their engaging nature and broad reach. However, the attractiveness of these mediums to advertisers hinges on effective addressability, highlighting the urgent need for innovative audience identification and targeting methods.
The emergence of data enablers and collaborative initiatives
Data enablers like Experian are stepping up to meet this need. These companies are providing robust, privacy-compliant data resources to improve addressability. Experian’s unique approach to identification, the Living Unit ID (LUID), is a key tool in bridging the current gap in reach.
How Experian and Microsoft Advertising are redefining addressability
We recently expanded our collaboration with Microsoft, to make our extensive data resources available through Microsoft Advertising’s data marketplace. This collaborative initiative represents a significant move, offering a compelling model of how data enablers and buy-side and sell-side platforms can work together to redefine addressability.
The benefits of this arrangement extend to all stakeholders in the ecosystem. Advertisers using Microsoft Invest can now access Experian’s audience data. This not only enhances the granularity of their audience targeting but also broadens the reach of their campaigns. Experian’s identity spine also serves as a robust framework to extend the value and reach of advertisers’ first-party data.
For publishers, the accessibility of Experian data on Microsoft Advertising’s data marketplace opens the door to greater addressability in their inventory, enabling them to offer advertisers more addressable impressions. This then amplifies the value of their inventory, potentially increasing their overall yield. For advertisers, this integration facilitates access to highly relevant audiences while simplifying campaign setup and respecting user privacy.
We can help you carve a new path toward addressability
In the ever-evolving landscape of digital advertising, such collaborative efforts are becoming critical to ensure that advertising remains effective for brands, profitable for publishers, and respectful of consumer privacy. This model of cooperation and innovation is essential to navigate the challenges of a privacy-centric, cookie-less world and unlock the true potential of every media channel.
With collaborative initiatives and innovative solutions, the industry is set to transform these challenges into opportunities, carving a new path toward addressability that respects privacy and delivers value for all stakeholders. Connect with us to learn more about how you can access our data in Microsoft Advertising’s data marketplace.
To learn more about our partner Microsoft Advertising, visit their website.
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Partnership combines customer connections and cross-device scale to deliver more strategic customer insights NEW YORK AND CHICAGO — March 16, 2017 – Signal, the global leader in customer identity, today announced a partnership with Tapad, now part of Experian and the leading provider of unified, cross-screen marketing technology solutions. This global integration extends device connectivity for Signal’s clients across North America, APAC and EMEA by leveraging Tapad’s proprietary Device GraphTM. With Signal’s Customer Identity Solution, brands benefit from more visibility of known customers, lower costs to reach those customers and decreased expenses and data loss that often results from using multiple vendors. Integrating with Tapad’s Device Graph, which connects billions of devices, enables Signal clients to build an even broader view of their known customers across multiple devices. This integration combines Signal’s customer identity scale with Tapad’s device scale to expand the reach of addressable media channels and enhance customer journey insights across touchpoints. Tapad and Signal were able to drive incremental device connections for more than 65 percent of customer profiles, linking an average of 6.8 browsers and devices per customer. With this combined data set, Signal clients can expand their authenticated view of a customer to all associated devices and realize more strategic insights into their high-value users. The partnership also allows Signal’s clients to integrate in real-time with Tapad’s media platform, Unify. This proprietary technology enables advertisers to make real-time activation and buying decisions with maximum scale, as well as automated reporting and measurement. “Continuously recognizing customers across devices instantly and in a privacy-safe way is essential for marketers to stay competitive,” said Marc Kiven, founder and CRO of Signal. “We are thrilled to enter this unique, global partnership with Tapad, enabling our clients to access their technology and more effectively reach customers in real-time and at scale.” “Being able to leverage a persistent view of customer connections across devices is a huge challenge for brands,” said Pierre Martensson, SVP and GM of Tapad’s global data division. “With Tapad, Signal is now able to connect with the billions of existing data points in our device graph to help clients better understand customer behavior and realize even stronger customer engagement.” Contact us today
Early successes include revenue increases, global partnerships and fundraising NEW YORK, March 16, 2017 /PRNewswire/ – Tapad's entrepreneurial mentorship initiative, the Propeller Program, has seen extremely positive results since it began in September 2016. The five early-stage startups selected from Norway have gained momentum in establishing a U.S. presence. Tapad, now a part of Experian, is the leader in unified cross-device marketing technology. The company was acquired by the Telenor Group in 2016. Among the successes within Propeller: Xeneta, the leading ocean freight price comparison platform and contracted rate database, has raised an additional $12M in funding since beginning the Propeller Program. Before the end of 2016, the company had exceeded its revenue expectations by nearly 30 percent, proving the European-focused business could succeed in the American market. "Aside from directly impacting our revenue, the Propeller Program has provided us with incredible access to a countless number of external resources, including subject matter experts from the fields of fundraising, public speaking, corporate structuring and immigration law," said William Di Ieso, GM of North America for Xeneta. "We remain extremely grateful for the opportunity and exposure the program has provided for Xeneta." Bubbly, an in-store real-time engagement tool for non-buyers, now has clients on four continents. After only a few months in the U.S. market, Bubbly has signed deals with one major retail brand, one major toy manufacturer and a major global consulting firm. The Propeller Program has also opened doors for greater opportunities in Scandinavia and EMEA. After an introduction to Telenor Group's President and CEO Sigve Brekke, Bubbly is currently piloting its IoT kiosk with the company. "The mentoring sessions have been very valuable and have given us guidance as to how to best enter the U.S. market," said Marianne Haugland Hindsgaul, Bubbly CEO and co-founder. "Learning to do business in the U.S. is not something you can necessarily learn from a book. The most impactful lessons are based on real-world experience, and that is what the Propeller Program has given us." BylineMe, a marketplace for freelancers, publishers and brands to connect for content creation and distribution services, has built an extensive network of potential clients and investors. The company has tested its product in the U.S. market and gained valuable feedback for further development. Eventum, a property-sharing group that digitally assists in securing venues for meetings and corporate events, has closed a seed round of funding for nearly $1M. Eventum has also made key hires in the areas of business development and engineering "It is so rewarding to be able to support these Norwegian startups in a meaningful way," said Are Traasdahl, CEO and founder at Tapad. "Mentor relationships are critical for strategic growth, and I am proud to be able to pay forward the experiences I have gained as an entrepreneur. To me, the Propeller Program is a shining example of the magic that can happen when Norwegian innovation meets American opportunity." Contact us today
Tapad’s TV analytics solutions now include premium national cable inventory– Travelocity asserts industry need, praises partnership — NEW YORK, February 28, 2017 — Tapad, a part of Experian, has announced its partnership with clypd, the leading audience-based sales platform for television advertising. By integrating clypd’s national cable network inventory, the partnership will expand Tapad’s extensive supply of TV inventory to include premium national cable inventory. Tapad is the leading provider of privacy-safe, cross-screen marketing technology solutions and was first-to-market with a device graph. Clypd’s robust sell-side advertising platform was one of the first built exclusively for the television industry, empowering media owners with solutions that deliver workflow automation, data-enhanced decisioning and, overall, maximize TV campaign performance. Through this partnership, Tapad’s Device Graph-powered TV tools will work in tandem with clypd’s sales platform to enable more precise audience engagement for TV ad buys. This will enable marketers to integrate their customer data or third-party digital segments into Tapad’s TV platform and use them to precisely engage their audience across clypd’s industry-leading footprint of national TV inventory. Campaigns are then optimized using Tapad’s graph-powered TV attribution, ensuring ads are aligned with the best context for each brand’s message. “Clypd is a pioneer in building TV marketplaces,” says Marshall Wong, SVP of TV market development at Tapad. “They were quick to recognize the benefits a device graph could bring to TV so that advertisers can activate linear inventory curated for any digital audience.” “Tapad’s TV activation platform increases the efficiency in which marketers can reach their intended audience on traditional linear TV,” says Doug Hurd, co-founder and EVP of business development at clypd. “Their customized, data-driven campaigns launch with precision and really increase the value marketers can extract from linear TV inventory.” "At Travelocity, we are always looking for ways to more efficiently reach our target audiences,” says Ashley Parker, head of brand marketing at Travelocity. “The combination of traditional linear TV and solutions like this offering from Tapad and clypd are bringing both the tools and the supply to make this vision a reality." Contact us today