As marketers face growing fragmentation and signal loss, Experian has launched a powerful new solution: a data marketplace that brings addressability, interoperability, and identity resolution into one activation-ready platform.
Download the overview to see how our data marketplace connects high-quality identity to scalable activation across all screens.
The data you need to reach real people across every channel
Today’s marketers are trying to connect with real people, not just cookies, devices, or IDs, across more channels than ever. But with so many signals disappearing, that’s getting harder to do.
That’s where Experian’s data marketplace comes in. Our data marketplace is built on our best-in-class identity graph, which includes 126 million U.S. households, 250 million individuals, and 4 billion+ active digital IDs.
Experian connects the entire ecosystem — TV operators, programmers, supply-side platforms (SSPs), demand-side platforms (DSPs), and brands — with activation-ready audiences that drive measurable performance. Buyers can access data from retail, CPG, healthcare, B2B, location intelligence, and more.
Because we start with verified offline data, our audiences are grounded in real-world accuracy, not just digital assumptions. That means when you activate through our marketplace, you can:
- Reach more of the right people
- Stay accurate at scale
- Keep addressability high even as the ecosystem shifts
Whether you’re running a campaign on CTV, mobile, or display, we help you show up in the right place, to the right person, at the right time.
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Tap into premium data from top partners like: Alliant, Attain, Circana, Dun & Bradstreet, and more.
“Experian has been a longstanding partner of DISH Media, and we’re excited to be an early adopter of their marketplace which leverages the foundation of their identity solutions to ensure maximum cross-channel reach as we look to expand the breadth and depth of data we use for addressable TV.”
DISH MediaKemal Bokhari, Head of Data, Measurement & Analytics
Want a quick overview of Experian’s data marketplace?
Watch our video for a quick overview of how Experian’s data marketplace works.
How it works: Benefits for buyers, sellers, and platforms
Our data marketplace is built to support high-performance media strategies, helping partners activate and scale faster. Here’s how it delivers:
Enhances addressability and match rates
All audiences delivered from our marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning.
Simplifies audience planning and distribution for TV Operators
TV operators can build custom audiences matched directly to their subscriber footprint and distribute them across all advanced TV channels (data-driven linear, addressable, digital, and CTV) for maximum impact.
Reintroduces choice within the data marketplace ecosystem
With the departure of Oracle’s advertising business, the optionality for buyers and sellers to connect with third-party data has become increasingly limited. With Experian’s data marketplace, we’re excited to offer a new solution to the market that ensures data-driven targeting can continue to take place at scale.
Reduces activation costs
Experian’s data marketplace offers transparent, pass-through pricing with no additional access fees, enabling partners to maximize their earnings while reducing costs.
Expands audience diversity and scale
Platforms can access a broad range of audiences across top verticals from our partner audiences, which can be combined with 2,400+ Experian Audiences. This offers the flexibility, reach, and scale necessary to effectively execute advertising campaigns.
“Circana and Experian have enjoyed a deep partnership for over a decade. We are exceedingly excited to extend our partnership and be an early adopter and launch partner of the Experian data marketplace. This additional capability will enable the ecosystem to more easily access Circana’s purchase-based CPG and General Merchandise (for example Consumer Electronics, Toys, Beauty, Apparel etc.) audience segments to drive performance outcomes across all media channels.”
CircanaPatty Altman, President, Global Solutions
Want to learn more about our data partners?
“Capturing the attention of target audiences across channels is critical for marketers navigating an increasingly connected digital world. We are excited to be an exclusive provider of B2B solutions within Experian’s marketplace, helping brands and media agencies to accelerate their reach, addressability and targeting capabilities across TV, mobile and connected TV channels.”
Dun & BradstreetGeorgina Bankier, VP of Platform Partnerships
How Yieldmo drove in-store traffic for an athletic retailer with Experian’s data marketplace
Yieldmo, a leading SSP known for its AI-powered creative formats and privacy-forward inventory, partnered with Experian to support an athletic retailer’s campaign focused on driving in-store traffic — particularly during key sales windows.
By using Experian’s data marketplace, Yieldmo built a self-serve targeting strategy combining Experian Audiences and high-performing partner segments (e.g., Alliant, Circana, Webbula, and Sports Innovation Lab). They were able to:
- Quickly identify in-store and conquest segments
- Easily combine first- and third-party audiences
- Improve match rates and cross-channel addressability
- Deliver measurable foot traffic lift
“Experian’s data marketplace fills a critical gap, letting us quickly search by brand, build smarter conquest segments, and activate audiences fast. The platform is flexible and the support is hands-on and reliable.”
YieldmoAbby Littlejohn, Director of Sales Planning
The result? Faster setup, more tailored audiences, and stronger in-store outcomes all while reducing manual work.
Ready to activate? Better connections start with Experian’s data marketplace
Experian’s data marketplace, easily accessible from our Audience Engine platform, brings unparalleled addressability, enabling our clients to reach more relevant consumers and increase revenue.
Talk to our team if you’re interested in learning more about our new data marketplace or becoming an active buyer or seller, or download our overview to learn more.
FAQs
Experian’s data marketplace is a centralized, activation-ready platform that allows TV operators, programmers, supply partners, and demand platforms to access and activate high-quality, privacy-compliant audiences across CTV, mobile, and display. It supports both first-party onboarding and third-party audience activation.
The Experian data marketplace is built for TV operators, programmers, supply partners, and demand platforms looking to improve audience targeting, match rates, and addressability across fragmented digital environments.
The Experian data marketplace offers a mix of Experian proprietary audiences and third-party data partner segments across verticals like retail, CPG, B2B, healthcare, financial services, and location intelligence. Users can activate over 2,400+ Experian Audiences and premium partner segments from providers like Alliant, Attain, Circana, Dun & Bradstreet, Webbula, and more.
Experian’s data marketplace is powered by our identity graphs which are rooted in verified offline data, spanning 126 million U.S. households, 250 million individuals, and over 4 billion active digital identifiers. This foundation ensures that audiences are accurate, actively targetable, and optimized for high match rates across CTV, mobile, and display platforms.
Yes. All data in the Experian data marketplace is subject to Experian’s rigorous partner review process to ensure compliance with federal, state, and local consumer privacy regulations. Privacy and data stewardship are foundational to our data marketplace’s design.
Experian’s data marketplace stands out for its focus on audience accuracy, partner integration, privacy compliance, and deep identity expertise. Here’s how we’re different:
– Accurate audience planning: Unlike many other marketplaces, Experian ensures that all identifiers tied to an audience are verified as active and targetable — improving match rates and reducing waste.
– Seamless partner audience integration: In one platform, you can activate Experian Audiences alongside premium segments from our growing partner network — including Alliant, Attain, Circana, and more.
– Privacy and compliance built in: Every partner and audience goes through Experian’s rigorous review process to meet federal, state, and local consumer privacy laws — so you can activate with confidence.
– Trusted identity foundation: Experian’s identity graph is grounded in decades of offline data expertise, powering more reliable targeting and activation than marketplaces built solely on digital signals.
You can download the overview to explore the capabilities, or contact our team to become an active buyer or seller. The Experian data marketplace is available through Experian’s Audience Engine platform.
Latest posts
Cross-device matching and pixel-based foot traffic attribution reporting empower digital marketers with greater control of location-based campaigns.RALEIGH, N.C. (PRWEB) AUGUST 04, 2020 Tapad, part of Experian a global leader in digital identity resolution, and Reveal Mobile, a leader in location-based marketing, today announced a collaboration that combines Tapad's digital cross-device matching technology and pixel-based attribution features with Reveal Mobile’s VISIT Local, the software that hundreds of digital agencies and brands use for location-based analytics. The partnership is designed to drive improved performance by optimizing ad targeting and messaging for location-based campaigns. Powered by Tapad’s privacy-safe cross device matching, marketers using VISIT Local to power location-based campaigns can enhance how they reach shoppers. When one member of a household shops for groceries, clothes, household goods or any other consumer item, a conversation between multiple members of the household typically takes place beforehand. With cross device matching, marketers can reach everyone who has influence over what to buy and where to buy it. VISIT Local users can expand location-based services with a single click to include devices that share the same household, including targeting across multiple devices owned by the same user, allowing advertisers to maximize messaging and increase their share of wallet among consumers. “VISIT Local has always given our customers access to high-intent location-based audiences. With the addition of cross device matching from Tapad, advertisers can boost audience sizes up to 300 percent while maintaining full confidence in quality and relevance,” says Brian Handly, CEO of Reveal Mobile. “VISIT Local users can now apply multiple criteria and attributes to a single location-based audience, giving them the advanced control and transparency they need.” As reliable attribution becomes increasingly complex for marketers and ad buyers who need to prove value, the addition of Tapad’s pixel-based foot traffic attribution to VISIT Local enables the measurement of actual campaign effectiveness by tying ad views to in-store foot traffic. This new feature, which will be available in VISIT Local this fall, lets Reveal Mobile customers understand who visited a retail location as a result of being served an ad, providing a more accurate view into return on ad spend during and after advertising campaigns. “Tapad’s goal is to empower marketers with digital advertising efficiencies at scale across devices,” says Mark Connon, COO of Tapad. “With cross device matching and pixel-based foot traffic attribution, marketers using VISIT Local can better address the consumer’s preferences and habits, and deliver them consistently actionable information on user behavior. These capabilities advance location-based advertising in ways marketers need and want.” In addition to these new features, VISIT Local’s location-based audience builder now enables marketers to create custom audiences made up of people who have visited different places on different dates. This gives VISIT Local users the ability to segment and create the most highly targeted audiences possible. For example, a marketer who wants to advertise for a chain of restaurants can easily target visitors of different competitors in different cities. Or a marketer who wants to advertise vacation destinations can target people who have been to various resorts at different times of year. Or a marketer who wants to advertise the release of new music can target people who have been to concert venues in different cities on different dates. “Many of our customers need to create highly custom audiences so they can run experiments, test messaging, and run increasingly competitive campaigns,” says Handly. “Everyone who uses VISIT Local can now apply multiple criteria and attributes to a single location-based audience, giving them the advanced control and transparency they need.”To learn more about Tapad’s digital identity resolution products, visit our identity solution page. To learn more about Reveal Mobile’s location-based marketing offerings, visit http://www.revealmobile.com. About TapadTapad, 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 Reveal MobileReveal Mobile is a leader in location-based marketing, analytics, audiences, and attribution. Creator of VISIT Local, VISIT Match and VISIT Data, the company’s products help digital agencies, brands and retailers of any size leverage location data to understand and reach the right audiences. Reveal Mobile is CCPA compliant and a member of the Network Advertising Initiative, which conducts an annual privacy certification. The company is based in Raleigh, NC. For more information, visit https://revealmobile.com. Contact us today
Overview Chartable leverages The Tapad Graph to improve cross-device attribution rates and remove non-addressable IPs for clients. Challenge Chartable needs to differentiate between consumer and potential business IP addresses to provide accurate household modeling and reduce excess data for their customers. Podcasting generally only has access to IP addresses as a form of digital ID which limits its ability to connect activity to individuals and extend it across all devices. The Tapad + Experian solution Using Tapad, now a part of Experian, Chartable is able to cut through the noise of IP data and discard any addresses deemed a shared IP or business. Then, Tapad + Experian connects individual users to their other digital IDs and users in their household; creating a richer attribution model for Chartable customers. Increase in podcast attribution rates Contact us today
With the growth of digital marketing and the targeting capabilities associated with online outreach, many predicted that this would mark the end of direct mail advertising. But if Millennials have anything to say about it, that’s not going to happen anytime soon. Yes, believe it or not, Millennials are driving the resurgence of direct mail advertising, and many leading brands are now pivoting their omnichannel marketing plans to include direct mail. And with the USPS reporting more than 75.7 billion in marketing mail volume in 2019, this trend shows no sign of slowing down. Including direct mail in your plans may give your brand a better chance of reaching your audience. Why? 1. Millennials actually like getting mail.While most of us have decried “junk mail” as being environmentally unfriendly or just a pain to deal with, Millennials actually enjoy physical mail. Valassis recently cited research from USPS Customer & Market Insights stating that Millennials spend the most time sorting mail (about six minutes compared to the average, which is four minutes), plus they’re opening mail and reading it (at eight minutes versus the average of seven minutes). Valassis also conducted a study that showed that 68% of Millennials read print ads or inserts from retailers, and 64% prefer getting them through the mail. So, while digital outreach may be convenient, it hasn’t completely decimated the desire for that old-school, hands-on experience of opening and reading something that’s addressed to you. 2. Millennials respond to a multi-channel approach.Oftentimes, marketers think of omnichannel as being a combination of digital and TV, but when you add print into the mix, it can make an even bigger impact on Millennial audiences. Valassis found that 60% of consumers are more likely to make a purchase after seeing an ad when it’s presented across both offline and online channels, while 72% of Millennial parents say print ads encourage them to go online and make a purchase from that retailer. 3. Millennials think physical mail makes for a more personal approach.You’d think that e-mail would feel more personal, but with the influx of spam most people get, that’s just not the case. In fact, 67% of people see physical mail as being more personal than an e-mail, with seven out of 10 saying they prefer receiving actual mail over digital mail. And for marketers looking to make a one-to-one connection, this is music to their ears. With changing marketing plans, the mailbox has less competition than the inbox. Getting a catalog at their door with the perfect offer at the perfect time helps the marketer make the direct connection. 4. Direct mail lasts longer than digital mail.That may seem like an obvious statement, but there’s more to it than you think. When an e-mail arrives in someone’s inbox, it’s easy to ignore it, read the subject line and forget about it, or even just randomly delete it, if spam filters don’t take care of that on their own. But the average lifespan of a piece of direct mail is 17 days, which may account for how direct mail generates purchases five times larger than e-mail campaigns. It’s harder to ignore when it’s in your house and you have to physically handle it as opposed to just clicking a mouse to get rid of it. 5. Millennials trust direct mail.It’s true—research shows that 90% of Millennials think direct mail advertising is reliable. Plus, Millennials are 24% more likely to show mail to others, compared to 19% of non-Millennials… which means if they find a deal they like in the mail, they’re probably going to spread the word. Contact us today