Key takeaways
- Commerce media networks (CMNs) hit a growth ceiling when on-site inventory caps out and first-party data only reaches known shoppers.
- Building identity infrastructure in-house can take a year or more before a network has a new audience product to sell.
- Three tests reveal real neutrality in a data partner: revenue source, representation on both sides of a deal, and identifier portability.
- Experian’s neutral infrastructure layer connects identity, activation, and measurement for commerce media networks without competing for advertiser spend.
Most conversations I have with commerce media network leaders open the same way. The advertiser demand is there, the first-party data is there, and a shortlist of three vendors all describe what they do in language that sounds interchangeable. Choosing between them is harder than it should be.
A constraint sits under that shortlist. On-site inventory runs out, first-party data reaches known shoppers and stops there, and advertisers keep asking for proof of incremental outcomes. Growing past all three takes capabilities the network doesn’t own, which makes the partner decision one of the more consequential calls these teams will make this year.
Most networks get sold a construction project
The pitches converge on roughly the same ideas. A network licenses an identity graph, adopts a platform, or takes delivery of components its own engineers assemble into something advertisers want to buy, sometime over the next several quarters. A few of the largest networks have the engineering team and patience for that.
Most do not. Commerce media operations already stretch across e-commerce, merchandising, analytics, legal, and privacy, with audience definitions that drift between teams and workflows that break at the handoffs. The networks taking on these build projects have the least resources and bandwidth to absorb them. I’ve watched networks buy an identity capability and go a full year before they had a single new audience product to sell.
What a network needs on day one is their customer data enriched, identities unified, the activation paths connected, and the measurement loop closed.
Your identity layer shouldn’t become someone else’s ecosystem
The second challenge is control. A media network’s customer data is its one unique asset, and the identity infrastructure decides how far that asset travels. A commerce media network should own its customer intelligence and use identity infrastructure that expands where that intelligence can go.
Identity should make that intelligence more useful and not make you dependent on someone else’s ecosystem. That means retaining control of customer data and choosing infrastructure that can connect it across partners, platforms, activation environments, and measurement providers.
For commerce media networks, independence is commercial infrastructure. Your identity layer should expand your options, not limit them.
Three tests separate structural neutrality from the claim
Independence costs nothing to assert. These three are harder to fake:
Experian clears all three because of how our business is built. We sell no media, own no supply, and represent no buyer, so the incentive to steer a media network’s spend never exists in the first place.
What Experian’s infrastructure layer delivers for commerce media networks
Many clients own their onboarding, data platforms, and clean room relationships, and our work improves the data entering those workflows. Match rates rise, addressable audiences expand, and the existing investment gets more productive.
Choose the infrastructure layer with no stake in your outcome
Run the three tests on every partner currently holding your identity, activation, or measurement. The answers will tell you how much of your business you’ve already made visible to someone who can act on it.
Experian serves as the neutral infrastructure layer for commerce media networks, connecting first-party data, identity, activation, and measurement while competing for none of your advertiser revenue. Bring us your current stack, your match rates, and the advertiser demand you turn away today, and we’ll map which layers close the gap and what that growth is worth.
Watch the conversation
About the author
Kevin Dunn
Chief Revenue Officer, Experian
Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships.
Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together.
Latest posts
Partnership leverages industry-leading Tapad Device Graph™ for more effective video marketing across all connected devices NEW YORK, April 11, 2017 /PRNewswire/ — Tapad, a part of Experian, the leading provider of privacy-safe, cross-device marketing technology solutions, has announced its partnership with Innovid, the world’s leading video marketing platform. This integration enables Innovid to bring cross-device personalization and a more unified viewer experience to its video marketing clients including Bank of America, L’Oréal, Microsoft and Procter & Gamble. Innovid’s proprietary technology is the only platform optimized for video, enabling marketers to thrive in an ever-changing digital television landscape. Since its launch last year, Innovid’s Marketing Cloud Suite has helped marketers increase message relevance and the opportunity to drive conversions, retention and acquisition through video personalization. By leveraging the Tapad Device GraphTM, Innovid’s marketers can now benefit from the ability to drive consistent, personalized user experiences across all devices, creating more impactful connections with consumers and increasing ROI. “Personalization is a must for every data-driven marketer and really needs to happen across all devices to ensure a unified customer journey,” says Ronnie Lavi, SVP of product at Innovid. “At Innovid, we recognize one size does not fit all when it comes to video. As an open platform, we are always looking to add best-of-breed capabilities through integrations and partnerships, and we’ve chosen Tapad because of its superior cross-device expertise.” “Innovid has long paved the way for effective personalization in the video marketing space,” says Pierre Martensson, GM of Tapad’s data division. “As video continues to gain popularity across digital formats, we’re excited to see how our technology empowers Innovid to bring that renowned personalization to more customers across all of their devices.” Contact us today
Tracey Scheppach’s new marketing and media practice leverages Tapad’s device-level data to help clients achieve “marketing nirvana” NEW YORK and CHICAGO, April 5, 2017 /PRNewswire/ — Today, Tapad, now part of Experian, is the leading provider of unified, cross-screen marketing technology solutions, and Matter More, a next generation marketing and media practice with deep experience in the advanced TV space, announced a strategic partnership to bring together world class digital data and audience development expertise to help marketers improve how they connect with consumers. As consumer behavior continues to expand across multiple devices, today’s marketers need robust, comprehensive data solutions to accurately engage the people who matter most to their brands. At the same time, the TV industry has reached an advertising tipping point, capitalizing on the power of device-level data. “Achieving unduplicated reach and frequency across all channels with true addressability, and the ability to measure outcomes, is marketing nirvana,” says Tracey Scheppach, CEO and co-founder of Matter More, a new agency built for the modern age. “The best opportunity to deliver ‘marketing nirvana,’ at scale, is by partnering with Tapad and using their world-class Device Graph to help our clients simply matter more to the people they care about most.” “By leveraging our access to rich TV data, we can now measure the actual performance of media across channels,” says Marshall Wong, SVP, TV for Tapad. Tapad’s proprietary Device Graph™ unifies consumer behavior data across all devices, uncovering the interests, passions and behaviors of the audiences who matter most. As with any data solution, privacy, transparency and trust are crucial to bringing marketers a solid offering that delivers results. “Tapad is excited to partner with Matter More to tap into their knowledge base and experience working with some of the largest brands on TV today,” says Kate O’Loughlin, SVP and GM of Tapad’s media division. “The time has come to truly unleash the power of device-level data at scale.” Contact us today
Ensure you understand privacy compliance pitfalls with special attention on shopping cart abandonment emails.