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:
Resolve identity across digital touchpoints using our industry-leading Digital Graph
Build differentiated audiences using over 2,400 Experian Audiences and Partner Audiences in Audience Engine
Support advertiser-direct relationships with tools to create, activate, and host custom segments
Measure real outcomes like in-store visitation and sales through Outcomes, our third-party validated reporting suite
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.
Get in touch with our team
Latest posts
Tapad, part of Experian, integrates with MediaJel's current advertising solutions will enable U.S. brands to benefit from improved cross-device reach and targeting capabilities NEW YORK, April 14, 2020 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, has partnered with MediaJel, a leading provider of advertising and marketing solutions for regulated markets. The partnership will enhance MediaJel's current offering, enabling brands to further improve their digital marketing campaigns, and thereby, return on investment. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will complement MediaJel's state-of-the-art advertising solutions to identify and resolve fragmentation created by a consumer's researching and purchasing behavior across multiple digital devices. For MediaJel, this provides customers with an opportunity for incremental efficiencies across a number of use-cases, including reach extension, targeting, ad frequency capping, suppression, and attribution. Dash Rothberg, Senior Vice President of Strategic Partnerships at MediaJel commented, "With an endless list of considerations across consumer behavior, marketing fragmentation, and today's ongoing device proliferation – optimizing digital campaigns can be challenging for most brand advertisers. We partnered with Tapad after testing multiple cross-device solutions in the market but concluded that The Tapad Graph provided us with a blend of scale, quality, flexibility, and privacy-safe data to meet our customer needs." Mike Dadlani, Vice President of Agency Partnerships at Tapad added: "Our partnership with MediaJel is an exciting one. Not only will their portfolio of clients be enabled to more effectively execute and optimize cross-device campaigns, but they will also realize longer-term benefits from improved attribution and consumer insights." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. 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. 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 MediaJel Founded in 2017, MediaJel acts as a full-service agency that provides advertising and marketing solutions from brand building and search optimizations to campaign execution and online-offline attribution. Built with proprietary technology, the MediaJel.io platform leverages unique actionable data for brands and agencies to effectively execute high-performance marketing campaigns. With "Data Ethics" being the core of the business, all aspects are brand safe and compliant for regulated industries. Contact us today
Tapad's digital identity resolution offering enables Gimbal's platform to provide expanded insights for campaign optimization to U.S. brand and agency clients NEW YORK, Feb. 11, 2020 /PRNewswire/ – Tapad, part of Experian and a global leader in digital identity resolution, announced their partnership with Gimbal, a leader of location-powered marketing and advertising solutions. Gimbal now leverages Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, to further enhance its footfall attribution solution, Arrival. Arrival delivers dwell-based attribution for in-store foot traffic and by leveraging the Tapad Graph, Gimbal provides customers with a more holistic, attributable understanding of consumers across multiple devices, like desktop, smartphone, and tablet. With this, Gimbal's clients are enabled to make more informed media planning decisions for programmatic activations across the web, and mobile apps. "Today's consumers are utilizing their digital devices for research and comparison shopping before making a purchase. By leveraging The Tapad Graph, Gimbal's clients gain an even more complete view of the consumer decision journey across devices," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "With the number of devices per individual rapidly increasing, understanding the customer decision journey is becoming more complex," said Kyle Wendling, SVP of Product at Gimbal. "We're excited to partner with Tapad to continue engaging consumers across multiple devices." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. About TapadTapad, 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. 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, Denver, London, Oslo, Singapore, and Tokyo. About GimbalGimbal translates location data into intent, measurement, and insights to help organizations transform their businesses, maximize marketing relevance, and humanize messaging for consumers. Gimbal is headquartered in Los Angeles and provides advertising and marketing technologies to the world's leading brands and retailers interested in understanding the physical world. To learn more, visit https://gimbal.com. Contact us today
Tapad, part of Experian, integrates with AcuityAds' current offering will complement cross-channel capabilities for brands and agencies in the U.S. and Canada NEW YORK, Jan. 23, 2020 /PRNewswire/ — Tapad, a global leader in digital identity resolution, has partnered with AcuityAds, a technology leader that provides targeted digital media solutions for advertisers to connect intelligently with audiences. The partnership will enhance AcuityAds' existing cross-device solution, especially with respect to its cross-channel Connected TV offering. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment AcuityAds' own cross-device data set for enhanced marketing capabilities across their Demand Side Platform (DSP). For AcuityAds, this provides customers with unduplicated reach across desktop, tablet, mobile and CTV devices – while augmenting their video offering. Tom Woods, Vice President of Products at AcuityAds commented, "With increasing marketing complexities, consumer device usage and new data regulations, our decision regarding the partnership was an important one. The Tapad Graph's privacy-safe identifiers for consumer notice and choice, as well as the ability to opt-out at any point, were critical factors in our decision who to partner with." Chris Feo, Senior Vice President, Strategy and Partnerships at Tapad added: "Our integration with AcuityAds' DSP should not only help marketers within North America optimize current cross-device campaign initiatives and performance, but also increase reach across additional digital screens long term. We are excited to expand our partnership with AcuityAds." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. 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. 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 AcuityAds AcuityAds is a leading technology company that provides marketers a powerful and holistic solution for digital advertising across all ad formats and screens to amplify reach and Share of Attention® throughout the customer journey. Via its unique, data-driven insights, real-time analytics and industry-leading activation platform based on proprietary Artificial Intelligence technology, AcuityAds leverages an integrated ecosystem of partners for data, inventory, brand safety and fraud prevention, offering unparalleled, trusted solutions that the most demanding marketers require to be successful in the digital era. AcuityAds is headquartered in Toronto with offices throughout the U.S., Europe and Latin America. For more information, visit AcuityAds.com. Disclaimer in regards to Forward-looking Statements Certain statements included herein constitute "forward-looking statements" within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward-looking statements. Except as required by law, AcuityAds does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events. Contact us today