At A Glance
Experian introduces a solution for commerce media networks (CMNs) that connects first-party shopper data with trusted identity, audience, activation, and measurement capabilities. Brands gain deeper shopper insight, broader off-site reach, and closed-loop measurement across channels, with a clear path to incremental media revenue.Experian is introducing a solution designed specifically for commerce media networks (CMNs) to capture more advertising revenue. This solution connects brands’ first-party shopper data, combining it with Experian’s #1 ranked identity and audience services. Together, these capabilities help CMNs gain deeper customer insight, build richer audiences for activation, extend reach outside of their owned and operated inventory, and run real-time measurement and attribution.
Why are commerce media networks investing in audience and identity solutions?
CMNs now play a central role in how brands reach high-intent shoppers. CMNs are expected to offer more than on-site placements. Advertisers want broader reach, consistent targeting, and proof of performance. Experian’s solution is built to address those expectations by helping CMNs turn common challenges, including limited audience visibility and reach, and growing demand for programmatic access, into revenue opportunities. By working with Experian, CMNs can better understand their customers, extend reach beyond owned platforms, and show return on ad spend as shoppers move from ad exposure to purchase.
How does Experian help commerce media networks grow media revenue?
As commerce media continues to expand, success depends on understanding shoppers and monetizing that knowledge responsibly. Experian’s solution supports CMNs across identity, audience development, activation, and measurement, with benefits designed to support growth.
Identity resolution
Every CMN captures authenticated first-party data, whether collected online or offline. On its own, that data represents only a portion of a customer or household’s addressable footprint. By connecting to Experian’s identity graphs, CMNs gain a broader view of their customers across offline and digital environments, supported by coverage across 126 million households, 250 million individuals, and 4.2 billion digital IDs.
Expanded insights
Understanding shoppers at scale is critical for commerce media networks looking to differentiate their offerings and grow media revenue. Beyond data hygiene, Experian enables CMNs to build customer profiles that go deeper than purchase behavior alone, incorporating demographics, lifestyle attributes, TrueTouchSM, Mosaic® USA, and more.
These insights help CMNs better understand who their audiences are, identify high-value segments, and create unique, differentiated audiences at scale. By offering brands a clearer view into shopper behavior and intent, CMNs can attract the right brand partners, support more effective activation strategies, and position their network as a premium destination for commerce media investment.
Create audiences
CMNs can enrich first-party data with Experian Marketing Data to build custom segments for advertisers. With more than 5,000 Marketing Attributes available, CMNs can help advertisers reach first-party audiences enhanced with data based on demographics, media preferences, and behavioral signals.
Maximize reach and distribution
Experian’s Third-Party Onboarding capabilities allow CMNs to move audiences from owned platforms into programmatic, television, and social channels. Through Experian’s network of more than 20 platforms, including The Trade Desk and Magnite, CMNs can extend audience reach and create new monetization opportunities. Self-service tools, native integrations, and transparent pricing support efficient activation.
Through Experian’s Curated Deals, CMNs can make their data usable in private marketplaces (PMPs), offering unique data for advertisers to build their PMPs. This helps advertisers obtain more reach, achieve their intended outcomes,and offers CMNs another way to monetize their data.
Demonstrate success
CMNs need clear, trusted measurement to support advertiser investment. Experian’s Activity Feed empowers CMNs to run attribution, so they can show their clients the impact their data delivered. It does this by connecting ad exposures and consumer touchpoints across environments, including web and connected TV (CTV), to households and individuals, making the link between ad exposure and consumer action clear.
Case study: How Experian enhanced addressability for a leading retail media network
A leading RMN has worked with Experian since 2021 to better understand its customers, organize first-party shopper data, and activate audiences across the digital ecosystem. Experian supported this RMN in reducing reliance on third-party cookies by anchoring shopper data to more stable digital identifiers, including mobile ad IDs (MAIDs), hashed emails (HEMs), CTV IDs, and Unified ID 2.0 (UID2).
As a result, addressability across owned platforms and programmatic channels increased by nearly 300%. This improvement supported more consistent reach and measurement throughout the shopper journey.
“Accurate data is the backbone of effective commerce media strategies, and Experian’s top-tier data solutions are critical for precise targeting and audience delivery. Experian’s advanced capabilities in data onboarding, customer audiences, and robust identity graphs allow advertisers to seamlessly reach the right audiences.”
NexChatper IncArt Sebastian, CEO
What value does Experian bring to commerce media networks?
Experian supports CMNs with a combination of identity, data quality, and ecosystem connectivity.
How can commerce media networks partner with Experian?
Experian’s data and identity solutions help commerce media networks make the most of their opportunity. By connecting shopper insight to activation and measurement, CMNs can strengthen advertiser relationships and grow revenue.
Connect with a member of our team to learn how Experian can support your commerce media strategy.
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FAQs
Experian’s solution for CMNs connects first-party shopper data with identity, audience, activation, and measurement capabilities. Commerce media networks use it to expand reach, support advertisers, and measure outcomes across channels.
Identity supports commerce media performance by connecting shopper data across devices, channels, and environments. This connection supports consistent targeting, broader reach, and measurement tied to real purchases.
Yes. Experian enables activation across programmatic, television, and social platforms through Third-Party Onboarding, direct platform integrations, and Curated Deals through PMPs.
Experian supports closed-loop measurement for commerce media networks through Activity Feed. Activity Feed links exposures and online actions to households and individuals, enabling CMNs to easily run attribution. With Activity Feed, commerce media networks can show how media contributes to shopper behavior and sales.
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London – 24 November, 2017 – Tapad, part of Experian, is the leader in cross-device marketing technology and continues to broaden its reach across EMEA. The business today reported a 20 percent growth in the scope of its regional device graph, a data set used by organisations to map consumers to their devices, enabling better, more personalised cross-device marketing. This news complements Tapad’s recent expansion of its UK team with the hire of experienced solutions engineer, Davide Rosamilia. As the demand for cross-device technology solutions continues to grow around the globe, coupled with the emergence of regulations such as Europe’s General Data Protection Regulation (GDPR), Tapad is committed to offering suppliers the greatest level of insight without compromising consumer privacy. Since Tapad started licensing its proprietary Tapad Device GraphTM just over a year ago, demand for the company’s technology has experienced significant growth. New supply partnerships and proactive data sourcing have also meant an increase in devices across key markets, which contribute to the overall 20 percent growth of the EMEA device graph, including a 44 percent increase in the U.K., 47 percent in France, and 85 percent in Germany. “We’re continuing to invest heavily in growing our regional device graph, allowing us to better meet the needs of EMEA marketers as they strive to reach individuals with greater precision in some of the most tightly regulated marketplaces worldwide,” said Tom Rolph, VP EMEA, Tapad. “This year, we have also welcomed 10 new data suppliers whom we’ve helped to increase cross-device amplification, attribution and audience extension, helping to further set us apart in the marketplace and successfully expand our EMEA presence.” Available around the world, the Device Graph provides access to Tapad’s globally compliant and privacy-safe datasets across EMEA, APAC and the U.S., and offers deeper knowledge of consumer preferences, purchase intent, and conversion behaviors. “Tapad has shown a unique ability to adapt to the nuances of the local EMEA market and display impressive growth without sacrificing dedication to privacy,” said Alistair Hill, CEO and Co-founder at On Device Research. “When we started vetting technology vendors, we needed to be sure that we selected a partner that could offer compliant and privacy-safe datasets to operate within our stringent data standards. Tapad’s probabilistic solution offered us greater scale, greater device reach, and increased engagement without compromising on privacy.” Contact us today
The Tapad Device Graph™ Will Expand Sizmek’s Cross-Device Reach and Improve the Efficiency and Precision of Digital Advertising NEW YORK, November 16, 2017 – Tapad, part of Experian and a leader in cross-device marketing technology, today announced a new global partnership with Sizmek, the largest independent buy-side advertising platform delivering impressions that inspire. By integrating the Tapad Device Graph™, Sizmek will enhance its AI-powered predictive capabilities to deliver accurate, cross-device messaging at global scale in a privacy-safe environment. Combined with Sizmek’s existing data enablement, creative optimization and media execution capabilities, the proprietary Tapad Device Graph improves the efficiency and precision of digital advertising by accurately matching people and devices. This enables advertisers to get a clear view of individual customer journeys, achieve scale without compromising on efficiency, and uncover new opportunities for conversion. Sizmek’s customers will have access to Tapad’s globally compliant and privacy-safe datasets across the Americas, EMEA, and APAC. With deeper knowledge of consumer preferences, purchase intent and conversion behaviors, Sizmek and its customers are able to enhance advertising strategies including cross-device audience identification and more. “Tapad is known for their strong cross-device capabilities, and their offering is an excellent addition to our growing program for best-of-breed data and measurement partners" says Mike Caprio, Sizmek’s Chief Growth Officer. “For our customers, this partnership will add further people-based marketing precision and reach to our comprehensive offerings around creative optimization, data enablement and media execution." This partnership comes at a time of a massive shift in the marketing technology industry. Companies like Tapad and Telenor, as well as Rocket Fuel and Sizmek, are joining forces to adopt those technologies that are most efficient and accurate at reaching consumers at scale in a personalized and non-intrusive way. The combination of Tapad and Sizmek’s offerings will provide international marketers with exceptional resources to lead a more cost effective and results driven campaign. Contact us today
The Tapad Device Graph™ increases Throtle’s amplification by 475 percent. NEW YORK, Nov. 1, 2017 /PRNewswire/ – Tapad, now a part of Experian, the leader in cross-device marketing technology, today announced a partnership with Throtle, a leading data onboarding company. The Tapad Device Graph™ will enhance Throtle's best-in-class onboarding capabilities by providing accurate and privacy-safe cross-device reach as well as precise audiences at scale. In partnership with Tapad, Throtle will deterministically link its services to a corroborated individual with hundreds of targeting attributes. This linkage allows Throtle to offer true cross-device identity management and identity resolution services to accompany its robust onboarding capabilities. Throtle will also work with Tapad to validate its device graph, building larger, more comprehensive audience segments. To date, the Tapad Device Graph™ has connected 61 percent of Throtle IDs to related ones in the graph, with an average amplification rate of 475 percent for Throtle's IDs, or 4.8 new IDs per each of Throtle's. Throtle has also seen its overall match rates involving Tapad's identity insights rise an average of 15 percent since the inception of the partnership. More specifically, Tapad's mobile advertising IDs (MAIDs) have increased Throtle's in-app identity inventory by 35 percent. "Tapad has proven to be a trusted source for cross-device matching and has a tremendous reputation in the advertising and marketing technology industries for delivering superior precision and scale with the utmost dedication to privacy," says Paul Chachko, CEO, Throtle. "Since we first began our test phase, and continuing through to this day, Tapad has met and exceeded our expectations for what a partner should be." With Tapad's strong commitment to precision and accuracy, Throtle was confident that this partnership would prove to be the right choice for the strategic expansion of its platform. Not only does Tapad deliver in-depth insights, parsing deterministic from probabilistic linkages, but its pool of device-level touchpoints enables Throtle to increase scale without seeing a decline in precision. For more information about the Tapad Device Graph™, or to request a demo, visit https://www.experian.com/marketing/consumer-sync About TapadTapad Inc. is a marketing technology company renowned for its breakthrough, unified, cross-device solutions. The company's signature Tapad Device Graph™ connects millions of consumers across billions of devices. The world's largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious, and unified approach to connecting with consumers across screens. In 2015, Tapad began licensing the Tapad Device Graph™ and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Boston, Chicago, Dallas, Detroit, London, Los Angeles, Miami, Oslo, San Francisco, Singapore, and Tokyo. Tapad's numerous awards include: Forbes' Most Promising Companies, Deloitte's Technology Fast 500, Crain's Fast 50, TMCnet Tech Culture Award, and Global Startup Award's "Startup Founder of the Year". In 2016, Tapad was acquired by the Telenor Group, one of the world's largest mobile operators. About ThrotleThrotle is a data onboarding company focused on deterministic matching and identity resolution, empowering brands with true individual-based marketing. Our data centric onboarding approach guarantees the highest level of accuracy, scale, and responsiveness for our clients. For more information on Throtle, please visit, throtle.io. Contact us today