How the buy-side is approaching data and identity challenges

In the fast-paced advertising world, collaboration is crucial to keep up with the flux in consumer behaviors. Samsung Ads and Experian have joined forces to address this challenge. This partnership aims to equip marketers with the necessary tools and insights to create compelling and impactful content that resonates with the right audience at the right time. By combining our expertise and precision, through this new partnership, we promise to maximize the reach, effectiveness, and efficiency of advertising campaigns. This collaboration ensures that marketing messages get noticed and strike a chord with the intended audience, leading to meaningful engagement and measurable outcomes. The Samsung Ads and Experian collaboration The powerful integration between Samsung Ads and Experian brings together Samsung Ads’ industry-leading viewership data and massive device scale with the detailed data insights of Experian. This combined effort enhances the effectiveness of advertising campaigns by merging scale with precision. Advertisers can now reap the benefits of a comprehensive solution that delivers customized content to a wide audience with unparalleled accuracy. “Navigating the dynamic landscape of digital advertising requires innovative solutions and strategic collaborations. This partnership with Samsung Ads exemplifies our commitment to empowering advertisers with data-driven insights that reach and resonate with audiences. With Experian Marketing Data directly accessible within the Samsung DSP, advertisers are equipped to orchestrate campaigns with unprecedented precision and impact, marking a significant stride in personalized advertising." chris feo, svp, sales & partnerships, experian Samsung Ads: Orchestrating reach and precision Samsung Ads’ suite of advertising solutions uses Samsung’s massive global scale to bring advertisers unmatched opportunities to engage consumers across every screen, during every moment that matters, delivering quantifiable results on a massive scale. Samsung DSP: Key features and benefits Samsung Ads believes that smarter advertising doesn’t need to be more complicated. With Samsung DSP, every intuitive feature is engineered to make media simple again, offering advertisers the ability to reach their audience more effectively, across every screen. Addressable TV Transforms traditional viewing experiences by delivering personalized content to specific households, enhancing engagement and connection. Contextual targeting Nurtures audience engagement by placing ads in relevant content environments that amplify their relevance and impact. Global reach Navigate the digital expanse with agility, delivering content to millions of consumers across devices and platforms, in brand-safe environments. Data-driven targeting Combine Samsung Ads' unrivaled proprietary device data with Experian's insights, to translate global reach into personalized consumer engagement. “The new partnership between Experian and Samsung Ads is an exciting development for advertisers as they look to maximize the effectiveness of their marketing campaigns. With hands-on access to Experian’s identity solution and audiences directly within our platform, Samsung DSP, advertisers can now better address their most important audiences on the screens they use most.”alex boras, platform lead, samsung dsp Why choose Experian in Samsung At Experian, data is more than just numbers; it tells detailed stories about what consumers like, how they behave, and their experiences. Each piece of data supports the connective networks that offer advertisers nuanced insights and actionable strategies. Ease of use Experian syndicated audiences take the guesswork out of developing segments, and they are available turnkey on the Samsung Ads shelf. Expansive reach, scale, and flexibility Our breadth and depth of data ensures detailed and targeted insights, spanning multiple verticals and can be directly attached to households, providing contextual relevance to each consumer's behaviors and purchase patterns. A rich data set that encompasses 126 million households and 750 million hashed emails 5,000 data attributes for enrichment, licensing, and audience creation 2,400 ready-to-use audiences on integrated platforms spanning 8 verticals, complemented by an average of 2,300 attributes per household and 250 attributes per consumer Four benefits to advertisers The partnership between Samsung Ads and Experian offers a plethora of benefits to advertisers, including: Enhanced audience targeting You can use Samsung Ads' ACR data and Experian's syndicated audiences to create highly targeted campaigns that reach the right audience at the right time. This can lead to significant improvements in campaign performance, such as increased engagement, conversion rates, and ROI. Optimized ad spend You can reduce wasted ad spend by using Experian's data to identify and avoid audiences less likely to be interested in your products or services. This can help you get the most out of your advertising budget. Improved attribution You can better understand the consumer journey by tracking how audiences interact with your ads across different devices and platforms. This information can be used to optimize campaigns and improve overall performance. Brand safety You can ensure that your ads are displayed in safe and secure environments by using Samsung Ads' brand safety solutions. This helps to protect brand integrity and reputation. Samsung and Experian are steering the future of advertising Together, our goal is to bring personalized and improved ad experiences to the forefront. This partnership allows advertisers to tailor their ads to individual consumer interests and needs, using the rich consumer data insights provided by Experian. Additionally, the partnership offers measurable aspects that allow advertisers to assess the effectiveness of their campaigns across various platforms, increasing their return on investment. By enhancing the overall ad experience, Samsung and Experian ensure that ads are more relevant and less intrusive, improving consumer engagement. Connect with us to learn more about how you can access our syndicated audiences in Samsung’s DSP. To learn more about our partner Samsung Ads, visit SamsungAds.com. Latest posts

Industry leaders recently gathered at the influential Beet Retreat 2023 conference held in Santa Monica, sharing forward-looking perspectives on the future of advertising. This renowned event known for its diverse mix of leaders from TV, agencies, advertising, and technology sectors, was enriched by insights from Experian’s very own Chris Feo, SVP of Sales & Partnerships, and Kimberly Gilberti, Chief Product Officer. Both Feo and Gilberti brought their expertise and perspectives for harnessing the potential of high-growth connected TV (CTV) advertising. The era of connected everything at Beet Retreat 2023 In the “Era of Connected Everything,” panel, Feo dived into the concept of a ‘connected everything’ world. He emphasized the importance of balancing consumer and privacy expectations with the increasing integration of AI and machine learning. “As decisioning evolves, creative tech and data derived from creative scale will play a bigger role.”chris feo, svp, sales & partnerships Feo further discussed the potential of creative technology, particularly in how AI and machine learning could revolutionize content personalization. He cited examples where the same creative content is used indiscriminately across diverse demographics, suggesting a future where creative content adapts and performs well for a variety of audience identities. Experian's balanced approach at Beet Retreat 2023 During a fireside chat, Gilberti shared her vision on the transformative role of television in the advertising technology landscape. “Connecting exposure to business outcomes is the holy grail of measuring CTV and effectiveness.”kimberly gilberti, chief product officer Her insights reflected the growing interplay between digital and traditional TV advertising, and the opportunities arising from this convergence. Gilberti emphasized the critical role of data analytics in enabling advertisers to tailor content more effectively to diverse TV audiences. She envisioned a future where the integration of digital strategies and traditional TV advertising create a more cohesive and impactful AdTech approach. Future focus: Diversification and partnerships Both Feo and Gilberti underscored the need for advertisers to diversify their partnerships. By working with a variety of partners, you can mitigate risks and foster innovation, ensuring you are not overly dependent on a single channel or approach. Navigate what’s next with Experian Experian's contributions at Beat Retreat 2023 underscore our pivotal role in the AdTech industry. With a unique balance of offline and online data expertise, we are not just adapting to changes but leading the way in innovation and strategy. Our insights and approaches, as highlighted by Feo and Gilberti, demonstrate our commitment to guiding the industry through its rapid evolution, making our role indispensable in the future of advertising technology. At Experian, we’re your partner in data-driven marketing and can help make your interactions more meaningful. To learn more, connect with a member of our team today. Connect with us Latest posts

Experian is excited to introduce our new Geo-Indexed audiences. Our Geo-Indexed audiences use a new advanced indexing classification technology to identify and reach consumers based on their geo-regional attributes. These audiences can help you discover, segment, and craft messaging for consumers without the use of sensitive personal information, so you can confidently reach your target audience without sacrificing data privacy. In this blog post, we’ll review how our new Geo-Indexed audiences can help you reach your audience while balancing data privacy and accuracy. How we collect and use data is changing The AdTech industry is undergoing a transformation as various forces shape its trajectory. One significant factor is legislation, with as many as 26 states currently considering data privacy laws. Consumer preferences also play a crucial role, as more individuals look to brands for responsible and ethical data handling practices. According to Forbes, 82% of people view brands positively when they consciously opt to refrain from using personal data for personalized ads. Major players in the field such as Apple and Google are actively pushing for a shift away from traditional methods like cookies and other identifiers in data collection and usage. These developments mark a considerable shift in how we use data. Many brands are seeking a few solutions to continue to find and reach their target audience online, but at Experian, we see a great opportunity for innovation and impact within geo-based targeting solutions. “We predict that over the next year, you will begin to see innovations in geo-based targeting methodologies that satisfy the industry's need for audience targeting with responsible data strategies. By embracing innovations in geo-based targeting and adhering to responsible data strategies, you can not only comply with these laws but continue to reach your intended audiences effectively.”jeremy meade, vp, marketing data & operations Introducing Experian’s Geo-Indexed audiences Geo-Indexed audiences from Experian allow brands to reach consumers and households based on geographic regions that over-index for a common set of attributes. Our Geo-Indexed audiences give brands the ability to: Stay connected: Maintain a touchpoint with consumers as other audience targeting solutions disappear or reduce scale due to new legislation. Expand your audience reach: With our sophisticated geo-indexing methodology, you will be reaching your target audience’s circle of influence within the geo-region. Execute where you want: By linking our Geo-Indexed audiences to Experian’s persistent identifiers, you can activate these audiences on the shelf of your platform of choice. As a part of the release of Geo-Indexed audiences, we will be rolling out three main categories: Language Ethnic Group Demographics which include: Education Household Income Marital Status Occupation Presence of Children Over the next year, we will continue to release new audiences within Geo-Indexed audiences. How you can use Geo-Indexed audiences An Auto brand has a new corporate policy restricting the use of sensitive personal information in audience targeting but would like to reach high-income earners. To reach their target audience they use the Geo-Indexed audiences to reach households who are in geographic regions that index highly for income ranges ‘$175,000 – $199,999’ and ‘$200,000+.’ Prioritize privacy without sacrificing accuracy with Experian’s Geo-Indexed audiences Our Geo-Indexed audiences are available in most major data and demand-side platforms. Visit our partner page for more information. Don’t see our audiences on your platform of choice? We can help you build and activate an Experian audience on the platform of your choice. Connect with our audience team Latest posts