As a programmatic media partner for marketers and agencies, MiQ’s mission is to ensure their clients’ media investments are spent on the right audiences in the right environments. MiQ needed a stronger way to unify audience insights, increase scale, and improve efficiency amidst signal loss. To meet this challenge, MiQ integrated Experian’s Digital Graph into their Identity Spine, creating a more comprehensive view of their clients’ target audiences and ensuring their data-driven solutions remain effective, regardless of the signal source or identifier in use.
What is Experian’s Digital Graph?
Experian’s Digital Graph is like a puzzle, connecting billions of digital identifiers to create a complete view of consumers. As signal loss makes targeting harder, our Digital Graph helps marketers stay connected by linking cookies, mobile ad IDs (MAIDs), hashed emails (HEMs), IP addresses, connected TV (CTV) IDs, and universal IDs, like Unified ID 2.0 (UID2) and ID5. We put the pieces together, matching first-party data to a variety of digital IDs for better targeting, measurement, and cross-device insights—so you don’t have to.
Challenge: Strengthen targeting capabilities amidst signal loss
MiQ needed to stay agile in its strategy and partnerships to ensure digital connectivity amidst ongoing signal loss. To maintain campaign performance and scale, MiQ sought privacy-first partners they could integrate into their Identity Spine.
MiQ’s primary objectives included:
- Strengthen audience targeting across all digital environments, with or without cookies.
- Reach target audiences in privacy-compliant ways.
- Maintain or increase the scale — even as reliance on cookie-based targeting declines.
The solution: Integrating Experian’s Digital Graph into MiQ’s Identity Spine
MiQ incorporated Experian’s Digital Graph, licensing HEMs, UID2s, and third-party partner cookies, into their proprietary Identity Spine. MiQ’s Identity Spine seamlessly connects over 60 cookieless data feeds and 25 ID solutions.
“Experian’s Graph has bolstered our already comprehensive, multi-ID Identity Spine with incredible data on cross-device ownership and cross-channel behavior.”
Georgiana Haig, Strategy and Partnerships Director, MiQ
Results: MiQ expanded the reach and scale of their Identity Spine
The integration of Experian’s Digital Graph with MIQ’s Identity Spine enabled marketers to find, grow, and measure customers across screens even as signal loss evolves and traditional identifiers fluctuate.
The integration allowed MiQ to:
- Create a unified view: MiQ now has a unified view of its clients’ target audiences, enhancing their audience understanding with the addition of 6.5 devices to each matched IP address, enhancing scale and targeting capabilities.
- Increase scale: By matching first-party data to multiple universal IDs, MiQ expanded its reach across devices, contributing to a 51% increase in seed audience reach and and a 64% increase in reaching using universal IDs.
- Improve efficiency: The combination of Experian’s data with MiQ’s Identity Spine improved cross-device ID resolution, leading to more accurate measurement and reporting with a 70% match rate in associating MiQ-provided IP addresses with universal IDs.
Stay connected to your audience despite signal loss with Experian
MiQ’s Identity Spine stays strong through their partnership with Experian, keeping audience targeting effective even as signal loss changes the landscape.
Download the full case study to learn more about how Experian’s Digital Graph enabled MiQ to strengthen audience targeting despite ongoing signal loss.
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About MiQ
MiQ is a global programmatic media partner for marketers and agencies, with 19 offices across Europe, North America, and the Asia-Pacific region. They specialize in connecting data from multiple sources to solve business problems for their clients. They are award-winning experts in data science, analytics, and programmatic trading, focused on ensuring clients’ media investments are spent on the right audiences in the right environments.
To learn more, please visit www.wearemiq.com.
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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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