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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Tapad expands linear TV analytics solution, enabling optimal reach and frequency across TV and digital platforms NEW YORK, Jan. 24, 2017 /PRNewswire/ – Tapad, now a part of Experian, has partnered with WideOrbit, the leading provider of advertising management software for media companies, to develop the industry's first programmatic TV-buying platform powered by a device graph. Tapad is the leading provider of unified, cross-screen marketing technology solutions and was first to market with a device graph, the Tapad Device Graph™. WideOrbit's robust supply platform and industry-leading footprint offers access to premium TV inventory on top networks, reaching more than 99 million households across local affiliates. The partnership pairs Tapad's demand-side technology with WideOrbit's supply-side inventory. As a result, marketers can leverage cross-device audiences in their TV buys for the first time. Additionally, integrating the Tapad Device Graph™ with digital feedback loops and audiences both accelerates optimization and enables precise audience discovery for TV marketers. "The integration of WideOrbit's quality TV supply takes orchestrated cross-screen media buys to the next level," said Marshall Wong, Tapad's SVP of TV market development. "Marketers can now optimize TV campaigns within days instead of weeks. This also untethers them from buying against generic demographics like age and gender. By allowing brands to employ their own CRM or third-party data, we can move them much closer to audiences who will take action." "Integrating Tapad's device graph with WideOrbit's programmatic marketplace delivers enormous value to marketers looking to add TV to cross-device campaigns," said Ian Ferreira, EVP of programmatic at WideOrbit. "Television still delivers the most efficient reach of any medium, and Tapad's platform now allows marketers to purchase premium broadcast inventory that extends the power of cross-screen campaigns to TV with a single, unified solution." "Our clients build lasting relationships with consumers through thoughtful and pioneering marketing," said Jeff Giacchetti, VP of digital at Mediavest Spark. "The strategic partnership of demand-side technology and supply-side inventory makes it easier for brands to find efficient, incremental reach and are critical in this endeavor." For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
Global Engineering Team Staffing Up New Oslo Hub; Nordic Operational Team Also Slated for Q1'17 NEW YORK, Jan. 11, 2017 /PRNewswire/ – Tapad, now a part of Experian, the leader in cross-device marketing technology, is opening an office in downtown Oslo, Norway, effective January 16, 2017. This development reflects Tapad's continued growth following its acquisition by the Telenor Group in early 2016. Tapad Oslo will be comprised of a globally-focused engineering team as well as an upcoming operational headquarters for the region. Jeff Olchovy, a senior Tapad developer and one of its earliest employees, will forge the company's Nordic engineering presence by supporting the build-out of the team. The initial hiring plan of more than 20 open positions includes roles such as Head of Engineering, Senior Software Engineers and Solution Engineers. Plans for Tapad's Nordic Region business line, including its leadership, will be announced within the first quarter of 2017. "Given the caliber of technical talent and our extensive network in the region, Oslowas the logical choice at this stage of our growth," says Dag Liodden, Tapad CTO and co-founder. "This enables us to continue building out our innovative team on a global scale in a region that is close to our hearts and minds." In collaboration with its New York-based developers, Tapad's Oslo-based engineers will continue to advance the company's renowned product portfolio, such as the Tapad Device Graph™. An early adopter of Scala and big data processing technologies, Tapad has long been an influencer in U.S. tech. "As the head of our platform group, which daily processes several petabytes of data and is the foundation for all of our real-time systems, Jeff is a highly respected engineer," said Pål Høye, Tapad's senior vice president of engineering. "Given his experience and skillset, he is ideally suited to find and lead an innovative team focused on building the industry-leading products we are known for." About TapadTapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, 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 Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. Tapad's numerous awards include: EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award and a MarCom Gold Award. Contact us today