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
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It is time for us to polish off our crystal ball and give our predictions straight from consumers’ fingertips for the hot products of the 2012 holiday season. Gadgets will reign across many ages Tablets including LeapPads, Tabeos, iPads, Kindles and others will continue to be a popular gift this year, with more choices than ever. On the list of top product-related search terms driving traffic to the Retail 500 category of sites, Kindle Fire HD and Windows 8 top the list as new products. Additionally, Meep!, a child friendly tablet appeared in the top fifteen. Accessories for both phones and tablets will also be popular, especially as the variety grows for iPhone 5 and iPad Mini. A reoccurring favorite gift for the holidays is UGGs which shows a decrease year over year. However, another brand with a similar product is Bearpaw, which is in the top ten searches and has seen big growth year over year.Source: Experian Hitwise Dolls, video games and Furbys, oh my! To identify the popular toys for gifts this year, we researched product-related search terms driving traffic to ToysRUs.com compared to last year’s holiday season. We uncovered trends in the doll category, Doc McStuffins as number one on the list, along with the classic Barbie, which saw a growth in searches year over year. The Furby is making a strong comeback at the number two spot with a reboot and new features. Another trend here is tablets, from branded searches like LeapPad and Kurio there is also the generic term ‘tablets for kids’. In the video game category, the new Wii U that is debuting just in time for Black Friday and should be a big gift this year, along with searches for PS3 games and the Nintendo 3ds xl are all in the top 20 searches.Source: Experian Hitwise Keywords of the consumer to identify demand Beyond product names, it is important to understand the actual way people search, using key phrases and questions. Last year, for example, there was a lot of activity around ‘in-stock’ products, such as the LeapPad explorer, which was hugely popular and quickly sold out in many stores. Retailers and marketers should monitor this throughout the season and make sure to optimize for in stock if there is a popular product that they have available.Source: Experian Hitwise Consumers also focus on what is the ‘best’ – so we see search activity around ‘best place to buy’, particularly around electronics. Questions such as ‘where to buy a’ specific product are also common, such as ‘where to buy a kindle’. These phrases offer opportunities to boost search campaigns by considering how consumers phrase their questions to ensure to capture these searches.Source: Experian Hitwise Quick tip: In the retail category there will tend to be a lot of retail branded store terms but to keep up with holiday search behavior and help make analysis quick, create portfolios of branded terms to easily exclude those from a certain category. When you strip out all the variations of that term you are able to gain insight into product searches that are most popular to a certain site or category. For more insight on the hot product trends for this year from our Hitwise trend-spotters, watch our webcast. Contact us today
My Experian Marketing Services’ colleagues and resident data experts Bill Tancer and Marcus Tewskbury answered the above question for marketers during our recent 2012 Holiday Planning Webinar. The webinar recapped key 2011 holiday marketing results, plus featured trends, benchmarks and recommendations for a successful and profitable 2012 holiday shopping season. Here are a few cool facts: For the first time, last year’s Cyber Monday beat Thanksgiving Day as the busiest online shopping day of the year Facebook and Pinterest were the top traffic sources to the Experian Marketing Services Retail 500 Pinterest visitors most often went to etsy.com and amazon.com from the pinterest.com site Dynamic content in emails can drive up to a 70% lift in open rates Tying web, email and in-store promotions together enhances the shopping experience and improves sales The bottom line is that marketers need to understand where there customers are, when they are there, and what they are doing. Armed with that knowledge, you can deliver personalized and targeted holiday messages that are sure to make this shopping season merry and bright (and profitable!). View the webinar to learn more. Contact us today
The NCAA basketball tournament tipped off this week much to the delight of fans across the United States. Supporters who have truly caught March Madness often follow more than one game at a time, especially during the first week of the tournament play. Thanks to simulcast streaming of games online and via mobile apps, die-hards are better equipped to keep track of multiple games at once. Those who stream games online live in every corner of the country, but some locales are more likely to log on for their March Madness fix than others. According to Experian Simmons, you are most likely to be streaming the game online if you live in one of these markets: Contact us today