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.
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NEW YORK, Oct. 16, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, and The Trade Desk, a global advertising technology leader, partnered to integrate The Trade Desk’s unified ID solution in April 2019. The Trade Desk’s unified ID solution’s objective is to serve as a standardized cookie ID to help marketers reach more of their audience on the open internet. After an initial six month period, Tapad reports significant adoption rates and enhanced customer results since their joint integration in April. As a result of the partnership, client brands, agencies, DMPs/ DSPs, Data Providers, Mobile Networks and Measurement/Analytics Providers, saw increased match rates up to 38% and more global coverage without compromising precision. With this combined offering, Tapad’s global, privacy-safe digital cross-device solution, The Tapad Graph, connects brands with consumers over 4 billion devices globally. Over 25 companies who license The Tapad Graph, such as Annalect, Semasio, Retargetly, and ThinkCX, have also included The Trade Desk’s unified ID solution as a key identifier in their graph output. “The vast improvement in scale that Tapad has seen illustrates the value digital identity resolution products can bring for brands,” said Nate Gawel, General Manager of Data Partnerships at The Trade Desk. “We’re looking forward to continuing work with Tapad to prove that the open internet can deliver the very same benefits many reserve for large platforms.” Adoption of the unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s cookie footprint to increase their own cookie coverage across the global independent internet. For more information, please visit The Trade Desk’s unified ID solution site, or https://www.experian.com/marketing/consumer-sync to learn more about Tapad’s digital identity resolution products. 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. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. 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 The Trade Desk:The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube. Contact us today
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