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.
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Dextro clients to achieve increased accuracy in cross-device consumer measurement and engagement NEW YORK, Feb. 6, 2017 /PRNewswire/ — Dextro Analytics, a pure play analytics company that harnesses the power of human learning and artificial reasoning to drive more informed and effective consumer marketing, is partnering with Tapad, the leading provider of unified, cross-screen marketing technology solutions and now a part of Experian. The deal is effective immediately and the scope of the partnership covers North America. Additional terms were not disclosed. Leveraging Tapad's privacy-safe Device Graph™, Dextro Analytics will be able to significantly bolster its insight engine to decode complex customer journeys. Armed with more relevant, actionable insights, marketers can use Dextro's cross-screen, closed-loop measurement systems to reach and engage the right customer at the right time through the right channel. "Being able to accurately map consumer preferences, behaviors and journeys in a privacy-safe and unified way across devices is still one of the biggest pain points for marketers," said Ajith Govind, co-founder of Dextro Analytics. "At the same time, this partnership engages customers with the right message at the right time." "Detecting latent patterns and signals, and tracing backward- and forward-looking behavioral characteristics, are keys to sustaining a competitive advantage in a crowded space," said Manmit Shrimali, co-founder of Dextro Analytics. "With the proliferation of data and devices, connecting the dots is of paramount importance." "Dextro is solving some of the biggest challenges in analytics today," said Pierre Martensson, GM of Tapad's data division. "Our partners consistently see notable improvements in both budget allocation and device optimizations after integrating with the Tapad Device Graph, and I have every confidence that Dextro will be among them." For more information about Dextro Analytics' revolutionary approach to using human learning and artificial intelligence algorithms to solve business and analytical problems, please visit http://dextroanalytics.com/. For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
NEW YORK & LOS ANGELES / BUSINESS WIRE / Jan. 30, 2017– Tapad, part of Experian, and Rubicon Project (NYSE: RUBI) announced today a new global partnership offering a unified, cross-device campaign delivery solution within an automated advertising marketplace. Tapad is the leading provider of unified, cross-screen marketing technology solutions and Rubicon Projectoperates one of the largest advertising marketplaces in the world. The Tapad Device Graph™, which enables buyers to expand their high-value display data signals to associated mobile devices, will be integrated across Rubicon Project’s leading advertising exchange and Orders platform, significantly improving consumer mobile reach. The new global partnership will empower Buyers within Rubicon Project’s exchange to find and engage audiences across their entire digital experience. Rubicon Project operates one of the world’s largest mobile exchanges connecting to approximately 1 billion unique mobile devices globally. “We’re excited to partner with Tapad to continue to provide our customers the very best data for managing their advertising businesses,” said Harry Patz, Chief Revenue Officer, Rubicon Project. “Cross-device delivery is crucial for buyers today with more than 81% of internet users currently relying on more than one device for digital access[1]. Through our partnership, buyers will be able to extend their desktop private marketplace campaigns to mobile, allowing them to find and engage their audience across devices, anywhere in the world. The net result will also benefit sellers; the increase in mobile reach will better position publishers and app developers to strategically capitalize on their inventory, ultimately increasing bid rates and mobile revenue across the board.” “Our partnership with Rubicon Project marks the first time advertisers and publishers alike are able to use cross-device solutions at significant scale outside of Google and Facebook,” said Pierre Martensson, GM of Tapad’s Data Division and APAC. “Our Device Graph will help Rubicon Project’s advertisers make more informed buying decisions and find the audiences who matter most.” Barry Adams, VP of Commercial Development at Bidswitch, said, “As digital advertising moves away from desktop and increasingly toward a mobile-first model, cross device data becomes critical to finding consumers. The rich data buyers will now be able to leverage at scale through the Tapad and Rubicon Project integration will enable us to provide a state-of-the-art cross-screen solution for the 150+ buying platforms that use our service, and the tens of thousands of advertisers they represent.” For more information about Rubicon Project’s inventory, please visit www.rubiconproject.com. For more information about Tapad’s cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
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