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
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