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.
Get in touch with our team
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Marketers are always looking for creative ways to get the most out of their digital marketing investments. While there may be different paths to optimization, reducing media spend and cutting costs without sacrificing ROI is ideal. We empower marketers to take back control of their budgets and reinvent their media strategies by leveraging the right data at the right time. And, given today’s challenging climate, there’s no better time. Every Business Has Different Deeds Whether you’re a direct-to-consumer brand building a loyal customer base or a financial service simply letting customers know you’re here for them during a challenging time– identity resolution is essential to connecting with your audience without breaking the bank. That’s why we have built solutions that provide flexibility and control when you need it most. Putting Data Into Action Experian’s “Tapad Graph” is a global, privacy-safe cross device graph is one powerful file. Updated weekly, and containing customized device IDs and digital attributes, The Tapad Graph enables smarter targeting strategies and a reduction of wasted impressions. What that means is more marketing efficiency and a stronger ROI for your business. Saving resources and money sound good to you? This guide breaks down four ways you can implement cost savings measures without sacrificing performance or prohibiting KPIs. Frequency Capping and Suppression Clustering device IDs by the individual and household means you have access to more ways to reach consumers, but it doesn’t always mean you should be using all of them across every campaign. Hone in on the channels and devices where consumers make most of their lower funnel decisions and purchases – and cap brand-awareness level placements or aspirational media that requires more exposure to generate engagement. This doesn’t mean limiting the devices you target, but being more aware of how often you’re targeting the same person across those devices. If you’ve successfully begun, or heck, even completed the consumer journey with an individual, congratulations. Now, you may want to consider what to do with the rest of the digital devices and users in that same household. Sure, there’s a time for conquesting an entire home of purchasers, but that’s not always the most effective way to maximize your media. That’s why The Tapad Graph is built to be flexible, providing a holistic view of all individuals and their associated devices and digital IDs – so you can suppress them once you’ve conquested the household decision maker or achieved the desired lower funnel activity. Save those impressions for someone else and save money for yourself. The great thing is whether you’re uploading this data into a DMP or a DSP, you can segment your target audience with a frequency cap threshold or suppress them entirely. Not only can you apply these tactics across traditional digital media, but we can include Connected TVs for OTT targeting as well, making your media strategy as holistic as your identity resolution tactics. Cross-Device Targeting and Attribution Consumer behavior and device trends are changing these days, so shouldn’t your digital marketing change too? Desktop usage is now up as much as 22%* as more people are working and learning from home. And remember that old iPad? With more people at home, we’re dusting off more devices and tablet activity is increasing more than 30%*. Sure, people are still constantly on mobile– but it might be time to consider implementing cross-device targeting and optimization for those dayparts when their focus is elsewhere. Identity resolution should be a key element of customer journey mapping and attribution in order to truly give credit to the right channels and build a baseline for the right cost-per modelling. Coupling The Tapad Graph with raw events data can granularly attribute engagement, actions and conversions at the digital ID, device, and even user-level – thereby teaching you more about your customer’s preferences. Leverage these insights to create more tailored messaging and promotions on your owned and operated channels, to funnel impressions to specific screens and platforms, and to target users based on where they are in the purchase funnel. Data That Gives You Control If you’re already implementing cross-device, have you started suppressing the devices where engagement with your brand isn’t happening? That’s right, you can use The Tapad Graph after-the-fact as well. Weekly graph updates with 60-day look-backs enable weekly campaign optimizations. That gives you the flexibility and control to avoid devices and platforms where users aren’t as active. You can only make decisions based on the data you have in front of you, so make sure you’re partnering with the right solutions for your business. Does identity resolution sound like something you need? Contact us and we can help you get started with all that The Tapad Graph has to offer. Contact us today
MediaJel partners with Tapad, part of Experian, to enable digital advertising efficiencies and scale across devices
FeaturedTapad, 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