At A Glance
Omnichannel marketing only works when a consumer’s journey across TV, social, and in-store moments builds one connected story instead of scattered impressions. In this conversation, Experian and MiQ discuss how marketers can use connected identity and richer audience data, including MiQ Sigma, to plan and activate campaigns that reach the right people across channels and markets.Key takeways
- MiQ Sigma uses Experian’s Digital Graph inside MiQ’s Identity Spine to resolve audiences consistently across devices, channels, and data feeds.
- Sigma’s Planning Agent turns a single brief into an omnichannel plan, with Experian Marketing Attributes enriching the demographic and behavioral signals behind its recommendations.
- Experian WorldView delivers a geographic unit smaller and more consistent than a postal code across more than 130 countries, helping marketers hold local relevance at global scale.
- Before the next plan, marketers should check whether it’s connected (not just everywhere), data led, built on portable first-party data, and consistent in signal depth across markets.
One consumer might see an ad on TV Sunday night, scroll past a social post on Monday, and buy in-store by Friday. Each moment happens on a different platform with its own identifiers and data, and together they form one continuous journey. Planning for that journey starts with connecting the signals behind it.
Lara Koenig, Global VP of Strategy and Partnerships at global programmatic media partner MiQ, joined us to discuss how a connected identity foundation and richer consumer attributes help marketers plan omnichannel campaigns with insight instead of assumptions and reach the right people across markets.
What makes a plan omnichannel, not just everywhere
A connected omnichannel plan carries one story across platforms. Each message builds on what a consumer has already seen, so reach adds up to a consistent experience across TV, social, digital, and in-store moments.
Connecting those moments takes work. First-party data varies in depth from brand to brand, platforms use different identifiers, and for global campaigns, the signals that explain behavior in one country often look different in the next.
Planning with data before the dollars move
MiQ uses data and artificial intelligence (AI) to give marketers a fuller view of their audiences, combining age and gender with the attributes and behaviors that shape intent. One consumer might be a parent, a retail shopper, and a sports fan at once, and each signal adds to the plan. That fuller picture helps MiQ plan around the moments when intent is highest.
To make that practical, MiQ built MiQ Sigma, a platform that puts data in marketers’ hands so they can explore it and find the audiences they hadn’t thought to look for.
Where Experian fits inside MiQ Sigma
MiQ integrated Experian’s Digital Graph into its Identity Spine, which connects dozens of data feeds and ID solutions. That gives MiQ cross-device and cross-channel resolution it can apply consistently, whatever the signal.
Sigma’s Planning Agent turns a single brief into an omnichannel plan with audience, channel, and tactical recommendations. Experian Marketing Attributes enrich the demographic and behavioral signals that feed the Planning Agent, adding TV viewing and purchase behavior to data marketers already trust, so its recommendations reflect what audiences watch and buy.
“We’ve built a platform called MiQ Sigma. Experian is a core element of the identity spine behind that which helps us enrich a lot of other data partners we license to tell a really connected universe story across the world.”
MiQLara Koenig, Global VP of Strategy and Partnerships
Identity is the foundation
A marketer’s first-party data is their richest asset, and it varies widely: deep email-based insight for some brands, a name and address for others, and very little for consumer-packaged goods (CPG) brands whose sales usually happen at the retailer. Identity resolution makes that data addressable. It works like a translation layer, connecting a marketer’s customer data to the identifiers media platforms accept, such as hashed emails (HEMS), and mobile ad IDs (MAIDS).
Experian keeps the foundation consistent while the inputs vary. Our identity foundation is signal-agnostic and platform-agnostic, so MiQ can plug in local retailer, broadcaster, and device data and still resolve it to the same person and household view. MiQ saw this in practice when it brought Experian’s Digital Graph into its Identity Spine, expanding reach and scale across screens.
Why scale and local relevance pull against each other
Scale and relevance can pull against each other when the data behind a plan change from one market to the next. Retailers, broadcasters, and TV manufacturers differ by country, and in some regions, privacy rules shape how identifiers like IP addresses and hashed emails can be used, which makes location a practical unit for planning. Experian WorldView provides demographic and location data in consistent 250-meter grids, a unit smaller than most postal codes, across global markets. That shared framework helps marketers compare markets and sharpen local planning in categories such as quick-service restaurants, CPG, and retail.
Beyond reach: Making the hard question simple
Reach is the starting point. From there, marketers need to understand audiences in the context of their goals, activate through privacy-forward, governed identity, measure what happened, and keep improving..
“There’s a lot of complex stitching that happens just to answer that basic question: who do you want to target and why, and how do you reach them? There are 30 different platforms, 60 different seats behind that, identity resolution partners, TV viewership partners. We want to make that question really simple to answer.”
MiQLara Koenig, Global VP of Strategy and Partnerships
Four questions to ask before your next omnichannel plan
Before you build your next omnichannel plan, start with four questions:
Together, MiQ and Experian help marketers connect identity, insight, activation, and measurement across channels and markets.
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About our expert
Lara Koenig
Global VP of Strategy and Partnerships, MiQ
Lara Koenig is Vice President of Global Strategy & Partnerships at MiQ, where she leads product strategy and partnership development for the company’s omnichannel advertising capabilities. Over her decade-long tenure at MiQ, Lara has led high-scale teams across Programmatic Trading and Product Development, managing departments of more than 50 people and helping deliver innovative advertising solutions and best-in-class service for global marketers.
Lara brings deep expertise across programmatic trading, product development, identity, data collaboration and the broader ad tech ecosystem. In her current role, she works with global and enterprise clients and partners to help turn fragmented consumer signals into more connected, actionable media strategies across channels and markets. Her perspective centers on giving marketers a clearer understanding of audiences, the data behind consumer behavior and the partnerships needed to plan, activate and measure more effectively.
A recognized voice in the industry, Lara also contributes to cross-industry working groups and advocates for publisher development, education and stronger standards around buy-side supply path optimization. She regularly speaks on omnichannel strategy, retail media, AI-enabled planning, identity and the evolution of advertising partnerships.
FAQs
MiQ Sigma is MiQ’s AI-powered platform that gives marketers direct access to audience data, so they can find audiences they hadn’t considered instead of relying on a single demographic persona. Experian’s Digital Graph sits inside MiQ’s Identity Spine, which powers Sigma’s cross-device and cross-channel resolution, and Experian Marketing Attributes enrich the signals behind Sigma’s Planning Agent.
Experian’s identity foundation is signal-agnostic and platform-agnostic, so MiQ can plug in local retailer, broadcaster, and device data and still resolve it to the same person and household view. Experian’s Digital Graph expanded MiQ’s reach and scale across screens, and Experian WorldView adds consistent socio-demographic and location data across more than 130 countries for markets where postcodes aren’t precise or available enough for activation.
A connected plan carries one cohesive story and accounts for what a consumer has already seen, so each message builds on the last. A plan that simply runs across many channels often repeats the same message in different places and calls that reach, without the identity and data work needed to link those channels together.
First-party data varies widely in depth, from deep email-based insight to just a name and address, and on its own it often can’t be used across every platform a marketer buys on. Identity resolution works like a translation layer, connecting that data to the identifiers platforms accept, such as a hashed email, mobile ad ID, or phone number, so marketers can activate consistently across channels.
Global omnichannel plans don’t need identical data in every country, but the data needs to resolve to a consistent, comparable view across markets, since retailers, broadcasters, and privacy rules differ by country. Experian WorldView addresses this by providing a geographic unit smaller and more consistent than a postal code across more than 130 countries, giving marketers a way to keep local targeting accurate without losing global scale.
Latest posts
In our Ask the Expert series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Samantha Zhang, Senior Data Scientist, and Jim Meyer, General Manager of the DASH TV Universe Study at the Advertising Research Foundation (ARF). DASH is an annual tracking study conducted by the ARF to define and better understand TV audience behavior and household dynamics. What does DASH measure, and how does it help the industry understand TV consumption today? By capturing hundreds of individual- and household-level data points from each respondent in a rigorous and nationally projectable sample, DASH creates a comprehensive picture of U.S. consumer TV “infrastructure” – how America watches. Core elements in DASHElements that create context in DASHTV setsLocation | brand | smartness | service modes | sources DemographicsConnected devices Game consoles |video players | streaming devicesYesterday viewing Daypart | TV/device genre | Out-of-home viewingMobile devicesOwners | sharing usersShoppingOnline and in-store | Exposure to major RMNsInternet serviceModes | ISPs | connectivity by device Streaming audio Streaming TVSVOD/AVOD tiers and sharing | FAST Email accounts and apps Live TV Modes of access | including casting from devices Social media For example, DASH gathers: Data on every TV set, including brand, room location, age, “smartness,” and connection devices and modes Household connectivity and video service data, even in homes with no TV set Internet Service Providers (ISP) and TV service usage, including Multichannel Video Programming Distributors (MVPDs), virtual vMVPDs, streamers (ad-supported and premium), and Free Ad-Supported Television (FAST) channels Person-level ownership and usage of video-capable mobile devices, including smartphones, tablets, and laptops Measures of viewing and co-viewing across dayparts, devices, and services Additional modules covering shopping and retail media networks, streaming audio, social media, email, and apps Broad coverage and granularity make DASH a uniquely robust source of truth for practitioners across the industry, including measurement experts and ad programming strategists. DASH also reports regularly (and publicly) on key industry dynamics. DASH identified a growing segment of device-only viewers – now nearly 9 million households that watch TV, but do not own a TV set – and highlighted the implications of that trend for traditional ratings systems based only on households with TV sets. Households (HHs – million)2025 HHs (M) U.S. penetrationChange vs. 2024 (M)Total US134.8100%+2.7Connected TV (CTV)114.685%+2.1TV (Set)124.292.2%+1.1Device-only8.86.6%+1.6TV-Accessible133.198.7%+2.7 DASH called out the rise in app-based pay TV and proposed a new connection framework that better represents the modern TV world, in which linear and streaming overlap. DASH also defines the universes of households reachable with advertising. This graphic, for example, shows how all ad-supported linear and streaming properties in aggregate define the true scale of TV advertising. While 35 million households (and growing) are reachable only with streaming ads and 13 million (and falling) only with linear ads, most households are reachable with both, underscoring the importance of understanding the “overlap.” Who uses DASH data, and what decisions does it help inform? There are three primary users of DASH, each with its own use cases: Measurement providers, including Nielsen, use DASH to calibrate viewership data, turn household data into persons data (and vice versa) and estimate potential reached audiences–what the providers call media-related universe estimate (MRUEs)–for the calculation of ratings. Not surprisingly, measurement companies were the first to see the value that an independent TV universe study could provide. Media companies, including major broadcasters and streamers, use DASH to add context and color to their ad sales presentations – and to track the measurement providers, whose ratings play a major role in valuing ad inventory. AdTech companies, including Experian, use DASH to create high-value audience segments for activation. The recent accreditation of DASH by the Media Rating Council (MRC) and adoption by Nielsen as an input to its TV ratings have generated interest from a broad range of companies. We are actively pursuing new licensees and partners to make DASH more useful within, and even outside, the TV ecosystem. What does MRC accreditation signify, and why is it meaningful for DASH? MRC accreditation means DASH passed a rigorous audit conducted by Ernst & Young over many months, which validated our methodology, controls, and data quality. MRC accreditation establishes that DASH is an industry-standard dataset. While the service provider normally announces its own accreditation, the MRC took the unusual step of issuing its own release on DASH, announcing the accreditation of DASH for TV universe estimation and endorsing the study for broader, cross-media use. How does Experian use DASH data to build audiences? The segments combine specific TV usage habits and behaviors from DASH with Experian data on demographics, spending, and other contextual inputs to create a fuller view of consumer viewing behavior. They are designed to be valuable to advertisers in many categories and planning contexts – and to be customizable to fit advertisers’ media targets. The segments can be used to: Apply or suppress audiences to improve target coverage across a campaign Better align media and creative Reach elusive but high-value viewers, such as Ad Avoiders Drive valuable consumer behavior Achieve specific advertising objectives What are some practical use cases for DASH-based audiences? Here are some practical use cases for four different kinds of DASH segments in five different advertiser categories. Travel Co-WatchersA couples-only resort uses TV Co-Watching Households without Children to strengthen target reach and ad memory recallA big theme park destination uses TV Co-Watching Households with Children to reach families in moments of togetherness Home Entertainment TV Owners and Brand LoyalistsA premium TV manufacturer uses the overlap of Multi Brand TV Owners and Single Brand TV Loyalist Households to market its newest TV model to its most loyal consumers. Fast Food Screen Size ViewersA fast food chain with a high-impact new brand campaign uses Large Screen TV Viewers to better align the media and creativeThat same fast food chain uses Small-Screen TV Viewers to drive store traffic by increasing exposure of its retail campaign among on-the-go viewers Financial Services Cord Cutters A personal cost management app and a cash-back credit card target Streaming-First Cord Cutter Households to reach young, tech-savvy, cost-conscious consumers Thanks for the interview. Where can readers learn more about DASH? We started work on DASH seven years ago, and it’s been fun to watch it “grow up.” Our partnership with Experian is a big step toward putting DASH to work for advertisers and agencies. To learn more, visit our site at https://theARF.org/DASH or contact us at DASH@theARF.org. Contact us About our experts Samantha Zhang, Senior Data Scientist at ARF Samantha Zhang is a Senior Data Scientist at the Advertising Research Foundation working on the DASH TV Universe Study, with additional research spanning areas including attention measurement, digital privacy, and artificial intelligence. Jim Meyer, General Manager, DASH, at ARF Jim Meyer is general manager and co-founder of the ARF DASH TV Universe Study and managing partner of Golden Square, LLC, which advises media and research technology companies on growth strategy and development. Latest posts
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