Supply-side platforms (SSPs) are expected to deliver more than inventory—they’re being asked to support sell-side targeting strategies, campaign results, and proof of performance. To meet that demand, SSPs need more than access to inventory. They need better data, better tools, and a way to bring it all together.
Experian’s solutions for SSPs
We built Experian’s solutions for SSPs with that demand in mind. By combining identity resolution, audience targeting, and third-party measurement, we help platforms move beyond basic transactions. Whether you’re doing sell-side targeting, supporting direct deals, or looking to support campaign validation, our tools make it easier to create value for buyers—and keep them coming back.
Our solutions that help SSPs:
Together, these capabilities allow SSPs to produce data-driven deals, increase addressability, and meet buyer demand for smarter, more measurable media.
Campaign snapshot: Yieldmo + Experian
Yieldmo, an advertising platform known for its creative formats and data-informed approach, has already put this solution to work. Here’s how they built a custom strategy for a major athletic retail client using Experian’s solutions for SSPs.
The challenge: Drive in-store traffic and reach new buyers
Yieldmo supports a leading athletic retailer’s seasonal campaigns focused on in-store traffic. This advertiser wanted to reach new buyers—specifically those who might otherwise shop with a competitor. To do this, they needed access to strong audience segments with reliable data and the flexibility to act quickly across channels.
This was the first time Yieldmo applied Experian Audiences to this retailer’s campaigns. The stakes were high: the client was looking for better in-store outcomes and a more streamlined activation workflow.
The solution: Experian’s activation solution for SSPs
Using Experian’s Audience Engine, which includes our proprietary and third-party data marketplace, Yieldmo built a flexible, high-performing media plan that spanned display inventory and included both conquesting and primary in-store shopper segments.
The team selected and activated:
- Apparel and footwear audiences built from Experian and partner data providers
- In-store shopper segments targeting retail behavior signals
- Competitive purchasers to capture likely buyers from other athletic brands
Our data marketplace allowed Yieldmo to combine Experian Audiences with Partner Audiences from providers like Alliant, Circana, Sports Innovation Lab, and Webbula—all in one place. Manual audience creation used to take days. Now, Yieldmo can build and activate campaigns through a streamlined, self-serve workflow.
By working in the Audience Engine platform, Yieldmo was able to avoid multiple contracts and manual requests. They filtered audiences by brand, tailored segments to their goals, and launched without delays.
“Experian’s data marketplace in Audience Engine fills a critical gap—letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast.”
Abby Littlejohn, Director of Sales Planning, Yieldmo
The results: Expected lift in store visits
While final in-store lift results are pending, the early performance metrics are promising:
- Click-through rates are at and above historical benchmarks across both conquesting and primary shopper segments.
- Using Audience Engine’s self-serve tools, Yieldmo created audiences faster and more easily.
- They reduced their workload by minimizing the need for manual data wrangling.
“We include Experian audience segments in 80% of formal RFPs. Between contract simplicity, data quality, and campaign results, Experian has become our go-to for third-party audience targeting.”
Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo
Bring this to your platform
Whether you’re looking to monetize more effectively, build deeper advertiser relationships, or stand out with sell-side targeting offerings, we designed Experian’s solutions for SSPs to do exactly that.
With our industry-leading Digital Graph, over 2,400 syndicated audiences, partner data, flexible self-serve tools, and outcome-based measurement, SSPs can now move faster and go further—without compromising scale or precision.
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Buyers can now put Experian’s audience and contextual intelligence to work in Google Ad Manager Curation in two ways: through off-the-shelf solutions available directly in Google Ad Manager, or through Custom Curation packages that Experian builds using Google Ad Manager’s inventory supply. Together, these options bring Experian’s consumer data foundation closer to the Google supply agencies already buy, with the flexibility to choose between a ready-to-use solution and an Experian package tailored to specific campaign goals. Why targeting at the source matters Many audience strategies still apply targeting on the buy side, which means signals pass through multiple systems before an impression is evaluated. Each step can shrink the pool of requests where the audience is still recognizable, so a carefully built strategy can reach the auction at a fraction of the scale it started with. Google Ad Manager Curation moves segment evaluation closer to the ad request. When a request matches the selected Experian segment, Ad Manager sends the bid request with the associated Deal ID to the buyer’s DSP. This more direct path can support stronger match and deal-transaction rates, more accurate forecasting, and better access to the audience defined in the strategy. As AI shapes more media decisions, the quality and provenance of the data feeding those systems matter more. Evaluating audience or contextual criteria closer to the source helps preserve the connection between the strategy and the impression being considered. Two ways to get started The right entry point depends on how much customization the campaign requires. Buyers can access Experian solutions off-the-shelf directly in Google Ad Manager or work with Experian to build a Custom Curation package using Google Ad Manager inventory supply. Start off-the-shelf For buyers who want direct, self-service access to Experian audience and contextual solutions. Experian solutions are available off-the-shelf in Google Ad Manager, giving buyers a straightforward way to select the data or contextual strategy that fits their campaign and create packages through Google Ad Manager’s Curation capabilities. Experian Audiences Experian Audiences draw on a deterministic offline identity foundation that represents more than 250 million U.S. consumers and 126 million U.S. households. Buyers can choose from Experian’s Audiences spanning demographics, lifestyle, financial signals, media habits, and household characteristics. That depth adds real-world consumer context beyond digital behavior alone. Contextual Experian contextual solutions give buyers a way to reach relevant environments without relying on identity. Buyers can select contextual audiences aligned to specific interests, categories, and content to inform where media appears. Experian also offers Predictive Indexed, which uses Experian audiences to predict the contextual categories and pages to target based on the likelihood that consumers visiting those environments fall within the selected audience. This gives buyers an audience-informed way to approach contextual activation without requiring identity at the point of activation. Build a Custom Curation package For buyers who need a strategy tailored to specific audience, contextual, and inventory requirements. Experian can build Custom Curation packages using Google Ad Manager’s inventory supply based on the targeting criteria that matter for a campaign. Where off-the-shelf solutions draw on Experian data, custom packages can also incorporate partner audiences and a brand’s own first-party audiences. Packages can combine Experian audiences, partner audiences, a brand’s own first-party audiences, contextual signals, and inventory or site criteria. Experian applies those criteria against Google Ad Manager inventory supply and brings the data, targeting, and inventory together into a single curated deal. This gives buyers a way to combine audience and supply decisions rather than managing each component separately. The approach can be tailored to the campaign. A buyer might start with a defined audience and add contextual or inventory criteria, bring a brand’s established first-party audience into the strategy, or build around specific supply and audience-quality requirements. Choose the path that fits the campaign Both paths do the same underlying thing: they move the audience or contextual decision closer to the ad request, before signal loss builds across the path. Whether a campaign calls for something ready to use or a package built to spec, the result is a more direct line from strategy to impression. Ready to get started? Explore Experian solutions available off-the-shelf in Google Ad Manager or contact your Experian representative to request a Custom Curation package. Latest posts
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