2023 has been an unprecedented year for AdTech. With new challenges arising every day — from ongoing signal loss to changing consumer privacy regulations– staying on top of trends is more important than ever before.
To help you stay informed on successful tactics from across our ecosystem we’ve compiled a list of our top five 2023 AdTech blog posts. Keep reading to learn about the top themes from CES and Cannes this year, why contextual targeting is so popular, and more – so you can remain competitive in today’s rapidly changing environment.
#5 CES 2023: Clean rooms, activation, and more
Experian attended CES in January to kick off the AdTech year, connecting with partners, clients, and industry leaders to understand their challenges and goals. Discussions were focused on clean rooms and digital activation to address data deprecation and consumer privacy.
Clean rooms have the potential to standardize data and address interoperability issues.
Digital activation was predicted to increase significantly in 2023, with more focus on demand-side, video, and supply-side platforms. Did digital activation increase in 2023? Download our 2024 Digital audience trends and predictions report to find out.
Read our full 2023 CES recap here.
#4 Experian identity resolution now available in AWS Clean Rooms
Earlier this year, Experian announced that our identity resolution solution is now available in AWS Clean Rooms. Through this new partnership, customers can pair Experian’s identity capabilities with AWS Clean Rooms to safely collaborate and access deeper insights without exposing sensitive data.
Check out the full announcement to hear from Kalyani Koppisetti, Principal Partner Solution Architect at AWS, Matt Miller, Business Development Principal at AWS, and Tyler Middleton, Sr. Partner Marketing Manager at Experian.
#3 Four key themes from Cannes Lions 2023
At Cannes Lions 2023, discussions revolved around four main themes:
- Signal loss: Experts discussed the importance of adapting paid media strategies to align with consumer behaviors.
- Collaboration: Discussions highlighted the need for industry players to collaborate and focus on solutions that benefit all stakeholders in the ecosystem.
- Personalization: This was a key topic and emphasized the growing significance of tailored content, data-driven insights, and first-party data solutions for advertisers adapting to cookie deprecation and the evolving consumer privacy landscape.
- Balancing AI and creativity: Attendees explored how to balance AI capabilities and nurture creativity while maintaining a human touch.
Cannes 2024 will be here before we know it and Experian will be there. To get ready, check out this post by Tyler Middleton, Sr. Partner Marketing Manager, to hear from a first-time Cannes attendee,
#2 Three key insights from our 2023 Holiday spending report
Experian’s annual Holiday spending trends and insights report analyzed recent trends, consumer spending habits, and anticipated what was to come in the 2023 holiday shopping season. This blog post covered three key insights from our report:
- Consumers are starting their holiday shopping earlier, particularly with online sales.
- Online sales have been increasing year-over-year, surpassing in-store sales.
- Spending during the 2022 holiday season was lower than in previous years but is expected to be on par with what was seen in 2023.
For advice from our experts and access to all of our predictions for this year’s holiday shopping season, download our 2023 Holiday spending trends and insights report today.
#1 How contextual ad targeting addresses signal loss
Our most viewed blog post of 2023 was How contextual ad targeting addresses signal loss. Marketers are seeking new solutions due to signal loss caused by the phasing out of third-party cookies. Contextual ad targeting offers a way to combine contextual signals with machine learning for more accurate targeting.
Experian’s Jason Andersen and Yieldmo’s Alex Johnston discuss the challenges of signal loss, addressability, the importance of good creative, and tips for digital ad success in this blog post. By understanding contextual advertising, marketers can create powerful and effective campaigns to reach target audiences.
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Tapad expands linear TV analytics solution, enabling optimal reach and frequency across TV and digital platforms NEW YORK, Jan. 24, 2017 /PRNewswire/ — Tapad, now a part of Experian, has partnered with WideOrbit, the leading provider of advertising management software for media companies, to develop the industry’s first programmatic TV-buying platform powered by a device graph. Tapad is the leading provider of unified, cross-screen marketing technology solutions and was first to market with a device graph, the Tapad Device Graph™. WideOrbit’s robust supply platform and industry-leading footprint offers access to premium TV inventory on top networks, reaching more than 99 million households across local affiliates. The partnership pairs Tapad’s demand-side technology with WideOrbit’s supply-side inventory. As a result, marketers can leverage cross-device audiences in their TV buys for the first time. Additionally, integrating the Tapad Device Graph™ with digital feedback loops and audiences both accelerates optimization and enables precise audience discovery for TV marketers. “The integration of WideOrbit’s quality TV supply takes orchestrated cross-screen media buys to the next level,” said Marshall Wong, Tapad’s SVP of TV market development. “Marketers can now optimize TV campaigns within days instead of weeks. This also untethers them from buying against generic demographics like age and gender. By allowing brands to employ their own CRM or third-party data, we can move them much closer to audiences who will take action.” “Integrating Tapad’s device graph with WideOrbit’s programmatic marketplace delivers enormous value to marketers looking to add TV to cross-device campaigns,” said Ian Ferreira, EVP of programmatic at WideOrbit. “Television still delivers the most efficient reach of any medium, and Tapad’s platform now allows marketers to purchase premium broadcast inventory that extends the power of cross-screen campaigns to TV with a single, unified solution.” “Our clients build lasting relationships with consumers through thoughtful and pioneering marketing,” said Jeff Giacchetti, VP of digital at Mediavest Spark. “The strategic partnership of demand-side technology and supply-side inventory makes it easier for brands to find efficient, incremental reach and are critical in this endeavor.” For more information about Tapad’s cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync. Contact us today
Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Global Startup Awards. The Global Startup Awards’ Founder of the Year Award recognizes an individual that has pushed the boundaries of technology to empower new innovations and ideas. The Global Startup Awards places each year’s regional category winners against each other to determine whose achievements stand out from the rest of the startup ecosystem through nomination, voting and jury evaluation. In May 2016, the Nordic Startup Awards named Traasdahl Founder of the Year. “Are is a force of nature and his creativity and passion know no boundaries, it seems,” said George Tilesch, Global Startup Awards juror and U.S. managing partner of Innomine Group. “Extra kudos for the mentoring work and the Norwegian superfund plans. Are knows giving back is of the utmost importance.” “Are is a superstar within the Norwegian startup ecosystem,” said Kim Balle, founding partner and CEO of the Global Startup Awards. “From the jury feedback I could see that not only are his impressive achievements the reason for their rating, but also his focus and ability to give back to the startup scene played an important factor in him winning the category.” “It is an enormous honor to be named Founder of the Year by the Global Startup Awards,” said Traasdahl. “I am so committed to fostering entrepreneurship both at Tapad and throughout the startup space. This win is a remarkable bookend for a stellar year that began with our acquisition by the Telenor Group and continued with best-in-class product innovation, superior solutions for our clients and our Propeller Program that is so dear to my heart.” Tapad’s Propeller Program hosts five early-stage companies at Tapad’s New York headquarters for one year to mentor them through global expansion. The participants of this inaugural program come from Traasdahl’s native Norway. For more information on the Global Startup Awards, please visit: http://www.globalstartupawards.com/#gsa. Contact us today
NEW YORK, Nov. 29, 2016 /PRNewswire/ — For the second consecutive year, Tapad, part of Experian, has been listed among Deloitte’s Technology Fast 500™, a ranking of the 500 fastest-growing technology, media, telecommunications, life sciences and energy tech companies in North America. Tapad, number 147 on the 2016 Deloitte list, is the leading provider of unified, cross-device marketing technology solutions. “It is an honor to once again be recognized by Deloitte for our growth and momentum, particularly given the stature of the other technology companies on the list,” said Are Traasdahl, founder and CEO of Tapad. “Our product innovation, particularly in TV analytics and measurement, is a major contributor to our progress. I’m extremely proud of our hard-working, talented team for continually executing at such a high level.” “Today, when every organization can be a tech company, the most effective businesses not only foster the courage to explore change, but also encourage creativity in using and applying existing assets in new ways, as resourcefully as possible,” said Sandra Shirai, principal, Deloitte Consulting LLP and U.S. technology, media and telecommunications industry leader. “This ingenious approach to innovation calls for the encouragement of curiosity and collaboration both within and outside the office walls.” “This year’s Fast 500 winners showcase that when organizations are open to diverse perspectives and insights, they are able to create an environment for their employees and customers to see the possibilities and ingenious solutions that might lie ahead,” added Jim Atwell, national managing partner of the emerging growth company practice, Deloitte & Touche LLP. “Entrepreneurial environments foster change and innovation within businesses, and we look forward to watching these companies continue to drive change across all sectors.” Contact us today