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
Distribution via LiveRamp enables seamless cross-device customer experiences through more platforms NEW YORK, Nov. 15, 2016 /PRNewswire/ – Tapad, now part of Experian and the leading provider of unified cross-device marketing technology solutions, today announced an expanded partnership with LiveRamp™, an Acxiom® company and leading provider of omnichannel identity resolution, to make the proprietary Tapad Device Graph™ accessible beyond Tapad-hosted direct integrations. Through LiveRamp, Tapad's Device Graph Access now extends to more than 400 ad tech and mar tech platforms. Tapad's Device Graph™ enables marketers to understand, monetize and measure consumer engagement across all digital channels, and Tapad's unified consumer view is recognized as one of the most accurate, scalable cross-device solutions in the market today. Through the expanded partnership with LiveRamp, the Tapad Device Graph can be distributed to the hundreds of platforms used to reach consumers on digital channels and measure campaign performance – even as devices are added daily to Tapad's extensive graph. "Increasingly, marketers want access to cross-device targeting and measurement capabilities within their preferred platforms," said Anneka Gupta, chief product officer of LiveRamp. "Our expanded partnership makes it easy for marketers to access Tapad's graph through the rapidly growing set of integrations available in our partner ecosystem." This is the latest of several initiatives between the two technology platforms designed to make the integration of cross-screen platforms seamless, privacy-safe and easy to use for dynamic and engaging marketing efforts. "During the past year, Tapad has expanded its global presence and rapidly grown its data business – Tapad Coral – doubling the number of companies integrating our device graph into their platforms and growing our annualized run rate by 210%," said Pierre Martensson, GM of Tapad Coral and APAC. "Our expanded partnership with LiveRamp positions us to meet the increased demand for Tapad Device Graph Access and enable new platforms to apply our graph with unprecedented speed." Contact us today
Cross-Screen Pioneer Explores the Power of Connected Cars as a Vehicle for Customer Engagement LAS VEGAS, NV — (October 26, 2016) –Kate O’Loughlin, GM of Media for Tapad, addressed the J.D. Power Automotive conference audience today in Las Vegas, NV. With more than 1,400 participants representing every facet of the automotive marketing profession, the conference has become the industry's leading marketing event. Bringing the unified, cross-screen perspective to the stage, O’Loughlin discussed the vital role of connected cars in the consumer engagement process. She is a founding member of Tapad which launched the world’s first cross-screen marketing technology in 2010. Tapad was acquired by the Telenor Group early in 2016. Key points from O’Loughlin’s J.D. Power 2016 address included: The marketers who deliver relevant and engaging content in a privacy-safe setting will be in the strongest position to navigate the proliferation of connected devices, including the connected points in cars. As automakers innovate the technology in cars, marketers need to be prepared for the size and diversity of data available for understanding consumers. It’s going to be increasingly difficult to wade through the data, so now is the time to build a solid framework for understanding the person behind the data. Marketers who evolve — and take a holistic approach — to their campaign measurements will achieve marked improvements in efficiency and an enhanced understanding of their core audiences. Actionable brand engagement metrics like Viewable Exposure Time (VET) will continue to overtake traditional advertising performance metrics. VET evaluates the optimal amount of time an ad is present on a screen to incite consumer action. In early testing by Tapad, campaigns that employ VET see conversion rate performance improvements from 13 to 60%. The consumer-centric technology solutions of the future need to be as scalable as they are affordable. Learn more about Tapads’ recommended Viewable Exposure Time metric contact us today! Contact us today
NEW YORK, Sept. 28, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology, today announced a new metric for cross-device marketers, Viewable Exposure Time (VET). Viewable Exposure Time measures across screens and ad formats, identifying the optimal amount of time a consumer spends with an ad before they take action. The announcement coincides with Unify Tech '16, Tapad's third-annual cross-device summit during Advertising Week NY. Frequency caps are currently used to ensure that dollars aren't wasted on redundant ads. Viewable Exposure Time evolves the frequency capping approach to include accelerating a consumer's ad exposure rate up to the optimal time spent with the brand. VET is used in affinity, digital transaction and offline purchase models as a key indicator of marketing budget well-spent. Beta users of VET span every vertical, though interest is especially high from CPG, Automotive, Telecommunications and Retail. Viewable Exposure Time unifies and upgrades marketers' predictors of advertising success by leveraging cross-screen engagement across digital and television, with vendor-agnostic viewability scores for video, rich media and display. "Today's current measurement options, like click-through rate (CTR) and TV gross ratings points (GRP) tell an incomplete story," said Tapad GM of Media Kate O'Loughlin. "Tapad is focused on measuring what really matters to marketers – building an efficient connection with a customer. Innovation in metrics was long overdue." More than just a measurement tool, Tapad also provides clients with VET activation. Factoring in time spent with ads in viewable seconds and minutes, these analytics inform marketers about which audiences are underexposed, enabling them to adjust campaigns and deliver according to optimal viewable exposure time. This effectively increases conversion rates at the lowest cost. Contact us today