At A Glance
With Experian’s Digital Graph, a leading DSP resolved 84% of IDs and increased match rates across digital channels such as CTV and display. The result: stronger attribution, clearer ROI proof, and renewed client confidence.Demand-side platforms (DSPs) are more than just technology providers, they’re strategic partners, helping marketers answer the key question: “How should I spend my media budget?”
A leading DSP struggled to attribute consumer actions across digital channels such as connected TV (CTV) and display. Without connecting impressions to conversions, they risked losing client trust and ROI proof. With Experian’s Digital Graph, they resolved 84% of IDs and increased match rates, strengthening attribution and client confidence.
The challenge
A leading DSP had trouble showing which ads drove results across CTV, display, and digital. Without linking ad views to conversions, they couldn’t prove ROI.
The missing piece was attribution. They needed to show which channels drove conversions, but without strong identity resolution, it was hard to connect CTV ads to website activity.
What is Experian’s Digital Graph?
Built from trillions of real-time data points and updated weekly, Experian’s Digital Graph connects billions of identifiers across devices and households, such as cookies, mobile ad IDs (MAIDs), CTV IDs, IP addresses, universal IDs, and more. It gives DSPs a reliable foundation by linking these identifiers back to households and individuals, improving DSPs’ ability to offer attribution by better connecting impressions to conversions.
What makes the Digital Graph unique is its scale and freshness. It ingests trillions of signals in real time and delivers updates weekly. That consistency matters: it gives DSPs confidence that they’re working with the most accurate view of digital identity.
AI and machine learning (ML) are core to how we maintain that level of accuracy. Our models use sophisticated clustering algorithms to analyze device connections at both household and individual levels. By evaluating data points such as timestamps, IP addresses, user agents, cookie IDs, and device identifiers, these algorithms create precise device groupings that enhance targeting and measurement accuracy. The models are continuously refined, ensuring our clients can better understand consumer behaviors within households and activate more effective, personalized marketing.
Think of it like connecting puzzle pieces scattered across devices and channels. On their own, each piece doesn’t say much. Together, they reveal the full picture of who saw an ad, engaged, and converted, and which ads performed best.
The solution
By syncing its cookies with the Digital Graph, the DSP gained access to related identifiers, including:
- MAIDs
- CTV IDs
- IP addresses
- Experian cookies
This expanded identity universe gave the DSP a unified view of individuals and households, making it possible to connect impressions to conversions across devices and channels. With each weekly refresh, attribution models stayed accurate and up to date, turning fragmented signals into proof of performance.
Results
Within weeks, the DSP saw measurable improvements:
- 84% of IDs synced
- 9% increase in match rates
With a stronger foundation of digital identifiers, the DSP matched more MAIDs, CTV IDs, and IP addresses to conversions. This allowed them to show clients exactly which ads and channels drove ROI, transforming impression reports into actionable proof of performance and strengthening client trust.
Why attribution matters now
Attribution has never been more critical. With signals fading and marketing budgets under pressure, DSPs need reliable data to prove performance.
Experian’s Digital Graph takes a multi-ID, always-on approach, refreshed weekly with trillions of signals. This delivers consistency and accuracy that single-point, stale-ID solutions can’t match.
For this DSP, that meant transforming attribution from guesswork into clear proof, strengthening client trust, and proving ROI across channels.
Connect with us today to see how our Digital Graph can help you maximize advertiser trust and ROI.
Ready to strengthen your approach to attribution?
FAQs
Experian’s Digital Graph is a privacy-conscious identity resolution solution built from trillions of real-time data points, refreshed weekly, that links identifiers like cookies, MAIDs, CTV IDs, Unified I.D. 2.0 (UID2), ID5 IDs and IP addresses to households and individuals.
Experian’s Digital Graph improves attribution by connecting impressions to conversions across devices and channels, giving DSPs a clearer view of which ads and channels drove results.
While many platforms rely on single, static IDs, Experian’s Digital Graph uses a multi-ID, always-on approach with weekly refreshed, ensuring accuracy even as signals shift.
When you use Experian’s Digital Graph, you can expect higher match rates, more synced IDs, clearer attribution models, and stronger proof of ROI for your clients. Because Experian’s Digital Graph serves as the backbone of the industry, it also helps DSPs maximize the scale and reach they can deliver to advertisers.
Yes. Experian’s Digital Graph is designed with privacy in mind, ensuring compliance while still delivering accurate attribution insights.
Latest posts
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Tapad, part of Experian, integrates with AcuityAds' current offering will complement cross-channel capabilities for brands and agencies in the U.S. and Canada NEW YORK, Jan. 23, 2020 /PRNewswire/ — Tapad, a global leader in digital identity resolution, has partnered with AcuityAds, a technology leader that provides targeted digital media solutions for advertisers to connect intelligently with audiences. The partnership will enhance AcuityAds' existing cross-device solution, especially with respect to its cross-channel Connected TV offering. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment AcuityAds' own cross-device data set for enhanced marketing capabilities across their Demand Side Platform (DSP). For AcuityAds, this provides customers with unduplicated reach across desktop, tablet, mobile and CTV devices – while augmenting their video offering. Tom Woods, Vice President of Products at AcuityAds commented, "With increasing marketing complexities, consumer device usage and new data regulations, our decision regarding the partnership was an important one. The Tapad Graph's privacy-safe identifiers for consumer notice and choice, as well as the ability to opt-out at any point, were critical factors in our decision who to partner with." Chris Feo, Senior Vice President, Strategy and Partnerships at Tapad added: "Our integration with AcuityAds' DSP should not only help marketers within North America optimize current cross-device campaign initiatives and performance, but also increase reach across additional digital screens long term. We are excited to expand our partnership with AcuityAds." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. About Tapad Tapad, 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. 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 AcuityAds AcuityAds is a leading technology company that provides marketers a powerful and holistic solution for digital advertising across all ad formats and screens to amplify reach and Share of Attention® throughout the customer journey. Via its unique, data-driven insights, real-time analytics and industry-leading activation platform based on proprietary Artificial Intelligence technology, AcuityAds leverages an integrated ecosystem of partners for data, inventory, brand safety and fraud prevention, offering unparalleled, trusted solutions that the most demanding marketers require to be successful in the digital era. AcuityAds is headquartered in Toronto with offices throughout the U.S., Europe and Latin America. For more information, visit AcuityAds.com. Disclaimer in regards to Forward-looking Statements Certain statements included herein constitute "forward-looking statements" within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward-looking statements. Except as required by law, AcuityAds does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events. Contact us today