Quality matters: Calculating the real impact of data accuracy

The AdTech industry is undergoing rapid changes as it adjusts to the impacts of data deprecation and ever-changing privacy regulations. At the same time, there are fears of a potential economic downturn. How should you handle marketing in a recession? What should your marketing mix look like? In this blog post, we'll cover how to navigate this uncertainty and three essential ingredients for your marketing mix. First, we'll look at the complexity and uncertainty facing marketers. Turbulence with Twitter After Elon Musk's Twitter takeover in October 2022, half of Twitter's top 100 advertisers left the platform and started to seek out alternatives. The retail media boom In the next four years, Forrester Research projects that U.S. retail media ad sales will double to reach 85 billion by 2026.1 Most of this growth is catalyzed by CPG and consumer electronic brands that have a scarcity of zero- and first-party data; they need more media closer to the point of purchase, especially as CFOs are scrutinizing budgets. Consumption continues to fragment It's becoming harder than ever to reach the right person, at the right time, predict their intent, and get a 360-degree view of your customer.2 Data deprecation is top of mind According to Forrester Research, updating their data strategy to address data deprecation is the number one priority for marketers. Addressing data deprecation is also a priority for consumers, who increasingly feel that audience targeting is more intrusive than beneficial.3 Data deprecation affects identity solutions Third-party data and mobile ad IDs (MAIDs) are the connective tissue for identity solutions. As we see those signals go away, there are fewer linkages to resolve identity and it's leading to a rise in fragmented, duplicated, and shallow identity. Recession fears In addition to everything happening in AdTech, there are also fears of a possible recession. According to Forrester, 40% of Gen Z and 41% of Millennials believe fears of an upcoming recession are greatly exaggerated. On the other hand, only 24% of Gen X and 12% of Baby Boomers agree.4 Navigate uncertainty and marketing in a recession With the current macroeconomic conditions, data deprecation, and fragmented consumption in mind, what should your strategy look like for marketing in a recession? Forrester recommends three strategies: People-led planning Test creative Optimize for marginal costs People-led planning Planning doesn't have to be fragmented. Map offline and online media exposures to consumer decision journeys. Strategies like lifetime value (LTV) driven audience segmentation to correlate awareness at top of the funnel layered with demand generation exposures harvested later in the funnel. To do this, it's crucial to work with providers that give you visibility into the audience buyer's journey to awareness, intent, consideration, and purchase, all the way through to loyalty.5 Test creative Make your creative work harder for you. Apply the same rigor with your creative that you applied to segmentation. Utilize multivariate testing to identify creative that is winning or losing. When you understand how each variable performs, you can scale the variables with creative optimization to have a material impact on performance. Optimize for marginal costs Optimize for marginal costs of acquisition, not just the average. Adjust for incrementality – what is the cost to acquire one more customer, rather than the average cost of acquisition. Find the right marketing mix in a recession With these changes in mind, how can you find the right marketing mix in a recession? We can show you the way. You can create the right marketing mix with three key ingredients: Audiences Identity Activation Let’s explore each ingredient to start you down the path toward marketing campaign success. Audiences: Know your customer The first ingredient to add to your marketing mix in a recession is your audience. Knowing your customer is key to targeting the right audiences successfully. Data-driven targeting can help you find your best audiences based on demographics, modeled lifestyles, and behaviors to improve marketing campaign performance. Not sure where to start when it comes to developing your target audience strategy? We can help. We track digital usage of our data used by advertisers and identified the top four digital audiences that advertisers purchased over the last four years. Four digital audiences to consider Marketing strategies are only as strong as the data foundation they’re built on. The top four digital audiences that advertisers are purchasing from Experian include: Demographics Behavioral Modeled Lifestyles Custom Audiences Demographics Examples include age, gender, relationship status, living situation, life experience, and employment. Behavioral This audience allows marketers to identify households that are more likely to engage in certain activities or belong to certain groups. Modeled Lifestyles Experian’s Mosaic® USA segmentation. This is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 unique types and 19 overarching groups, providing a 360-degree view of consumers’ choices, preferences, and habits. Custom Audiences This is an audience blended from multiple sources or derived from first-party look-alike modeling. Changes in digital audience strategies Over the last four years, Modeled Lifestyles and Custom Audience purchases represented the smallest share of digital activation, while Behavioral and Demographic segments were more popular with advertisers. When the U.S. rolled out the COVID-19 vaccine, consumers became more active. People were shopping in stores, returning to the gym, and taking trips that they had postponed during the height of the pandemic. Marketers turned to higher compositions of Demographic and Modeled Lifestyles to reach these audiences between April and December of 2021. Sustained growth in Demographic audience activation could suggest a move back to tried and true audience strategies as signals continue to decline and amid evolving regulation. With economic uncertainty, marketers return to what they know. Traditional targeting methods like Demographics and Modeled Lifestyles are the baseline of many marketing strategies and we predict that we will continue to see marketers activating against these data sets. Download our 2023 digital audience trends and predictions report to discover our full insights on how digital activation has changed and where we’re headed. Identity: Understand the customer journey Identity resolution is the next ingredient that you should add to your marketing mix in a recession. It should be a foundational element of every marketer's strategy. What is identity resolution? In the simplest terms, identity resolution is the process of matching different devices, IDs, and touchpoints back to a single person. Identity resolution expands marketers' addressability and reach of their target audience and helps inform and measure accurate customer journeys. Identity resolution challenges Identity resolution faces two main challenges: Making the data actionable. Humans are complex. We have behaviors that change based on our current social groups and life events, we use dozens of internet-connected devices in a single day, and we exhibit distinct behaviors that happen online and in the physical world. This means marketers have mounds of data being collected from different channels based on that dynamic behavior of people, making it feel impossible to organize the data in a way that makes it feel actionable, know how it ties back to real humans, and ensure they're doing it in a responsible and compliant way. Signal loss. Marketers continue to lose important signals that they've previously been able to rely on to inform their next move. Signals are being lost as our industry places more privacy regulations and restrictions on what can be tracked and as consumers themselves change behaviors to protect their privacy. As consumer behaviors continue to change and signals disappear, identity resolution gets exponentially harder. Expand addressability and reach with identity resolution Data deprecation adversely affects identity solutions, but identity resolution should be a key ingredient in your marketing mix. Identity resolution ensures that consumers experience more relevant products, offers, and messaging – allowing you to reap the ROI benefits of hitting consumers at the perfect point in their journey. Finding an identity resolution partner When selecting an identity resolution partner, you should understand the data and processes that are implemented behind the scenes. It's important to know: What makes up their consumer database? How fresh is their data? What identifiers can they match? How do they protect consumer privacy? At Experian, we're rooted in deterministic offline data which creates a stable foundation. We then layer in digital and behavioral touchpoints. We have decades of experience managing consumer data safely. We have insights on 250 million individuals, three billion devices, and one trillion device signals. Our databases evolve as quickly as the human behavior powering them does. Our approach to identity resolution is open and agnostic. This means we can collect and ingest nearly all available offline and online identifiers. We can do this in all types of environments, including connected TV (CTV), mobile, and cookieless. We have two types of identity resolution: Offline Digital This ensures we control how known and anonymous data points are connected for consumer privacy purposes. Identity resolution in action Our depth of data gives our clients access to see the whole human and gain the context around singular data points. Let's walk through an example of our identity resolution capabilities. Challenge Our TV media platform client needed to measure the effectiveness of an ad campaign they were running on behalf of a leading consumer electronics brand. The TV platform wanted to be able to accurately report on which consumers made a purchase after seeing the brand’s TV commercial on their platforms. Solution Using our digital identity resolution services, our client could capture online purchases made on the brand’s website and link them back to a consumer profile. In addition to online transactions, our client used our offline resolution services to resolve email addresses of consumers that purchased offline, using warranty registration details. With online and offline purchase data now resolved back to an individual ID, we also performed identity resolution on viewers in their TV subscriber files that had also been exposed to the TV commercial. This allowed us to identify subscribers that had both seen the ad and purchased a product. We provided our client with a packaged report that they could white-label and pass along to the brand. Results By providing this attribution reporting to the brand, the TV platform could validate the ROI spent on their platform. The brand was extremely satisfied with the results, and they transitioned the one-off TV commercial into an ongoing campaign and purchased quarterly measurement. This led to solid recurring revenue for the TV platform. Activation: Experiment and measure the impact The third and final ingredient to finding the right marketing mix in a recession is activation. Experimentation is the best way to determine which channels work best for your business and provide the most ROI. Demand-side platforms (DSP), video platforms, and sell-side targeting are three important activation channels that you should consider experimenting with. Demand-side platforms We continue to see increased demand for environments where alternative identifiers are being transacted (like DSPs and video). Social channels are decreasing; this can be attributed to changes in privacy, security, and concerns around brand safety. Amazon’s DSP is catching up with Google and Meta to become a top ad platform. Video platforms Digital video and other video channels like over-the-top (OTT) and CTV will continue to grow. Digital video will capture the most ad spend in 2023 (22.4% in 2023 vs 19.3% in 2022). Because of this, advertisers are placing bigger bets on the combination of addressable and CTV. Sell-side targeting Data sharing relationships will become strongest on the sell-side as we move toward consented first-party data. Ad dollars are shifting to channels that use the sell-side approach, like retail media and CTV. Sell-side targeting enables brands to access large amounts of inventory across publishers and retailers. By getting closer to the ad inventory, advertisers can future-proof their strategies by having more access to better data signals. Direct relationships like these will be necessary as privacy regulations increase and signal loss continues. We can help you find the right marketing mix in a recession Now is the time to be opportunistic. Gaining share of voice during a downturn is cost-effective. Proactive marketing builds pent-up demand. Delivering the right message in the right place at the right time means truly knowing your prospects and customers as individuals. At Experian, we bring you the highest-resolution picture of people, so you and your customers can connect with confidence. You can turn prospects into customers with the right audience. By understanding your customers better, you can find more like them. Together we can power better results. Get started Find the right marketing mix Check out our webinar, "Find the right marketing mix with rising consumer expectations." Guest speaker, Nikhil Lai, Senior Analyst from Forrester Research, joined Experian experts Erin Haselkorn and Eden Wilbur. Watch the recording to learn: New data on the complexity and uncertainty facing marketers Consumer trends for 2023 Recommendations on finding the right channel mix and the right consumers Watch now Get in touch Sources 2022 Retail Media Ad Sales Forecast, US. Forrester Research, Inc. 2022.  Forrester Analytics Consumer Technographics® Technology, Media, and Telecom Topic Insights 1 Survey. Forrester Research, Inc. 2020. CMO Pulse Survey. Forrester Research, Inc. July 2021. Forrester's Consumer Energy And Retail Online Survey. Forrester Research, Inc. People-Led Planning Solves Customer Problems to Drive Growth. Forrester Research, Inc. August 2, 2021. Latest posts

In our last few blog posts, we’ve talked about customer segmentation and different ways to segment your target audience into smaller chunks like demographic and psychographic segmentation to connect with the right people. Customer segmentation enables marketers to focus their marketing efforts on their target customers, improving their marketing targeting strategy. But what if there was a subset of users that had an even bigger impact when targeted? Enter Super Users – the strategic players who can give your ROI numbers a major boost! It may take some trial-and-error testing to pinpoint these super segments accurately, but knowing how these key individuals interact is essential for any successful marketing targeting strategy. What is a Super User? As technology progresses and media consumption grows, a unique group is rising to the top. Activate Consulting's Technology & Media Outlook 2023 found that Super Users are powering the digital world, with a strong presence across all major media and technology verticals. This select crowd is made up of young, educated individuals who lead affluent lifestyles – spending more time and money than any other user group! Why should you add Super Users to your marketing targeting strategy? Super Users are a highly influential audience with the potential to drive major business growth. They stand out from other users in their commitment and dedication across four key areas: Time spent with media Spend Technology and media adoption Emerging eCommerce behaviors “Over the next years, the imperative for technology and media companies will be to identify, reach, and super-serve Super Users – the single group of power users whose time and spend far surpass those of other users.”Activate consulting's technology & media outlook 2023 You can use Super Users as a subset of your marketing targeting strategy. While you may need to reach beyond Super Users to achieve your goals, it’s worthwhile to consider: Targeting them separately Spending more on media Reaching them at a higher frequency Time spent with media Super Users make a powerful impact, despite comprising only 22% of the U.S. population. They are incredibly influential in terms of media consumption and engagement – spending more than double the amount of time interacting with content compared to other users. Inclined to multitask Super Users take multitasking to the next level. Not only do they spend more time with electronics, but they excel in the art of juggling multiple activities. While watching videos and playing video games on one device, Super Users might also be busy engaging with social media on another. This makes them an unstoppable force when it comes to getting the most out of their digital experiences! High share of dollar spend Super Users are big spenders when it comes to media, particularly in gaming and music. Compared with all other users, Super Users' average video spend is close to triple the amount ($76 vs $27). However, their biggest increases come from gaming and music; they're collectively spending 12x more on games and shelling out 21x as much for tunes! With 60% of eCommerce spend coming from Super Users, they are driving the industry forward with their enthusiasm and willingness to test out cutting-edge shopping trends like buying through social media, live streaming purchases, and trying on products virtually. Super Users are setting the tone for this dynamic industry. Technology and media adoption Most Super Users are brand advocates. They’re trendsetting individuals who stay ahead of the curve on media and technology. They eagerly take advantage of new products, services, and data-sharing opportunities to receive tailored ads that fit their lifestyle. Crypto & NFTs Super Users blaze the trail for cryptocurrency and non-fungible tokens (NFTs)! This group is five times more likely to explore, engage with, and embrace new digital-monetary technologies. Pioneers of the Metaverse As Metaverse usage continues to rise, Super Users are leading the way. Over 80% of these trailblazers have embraced these digital spaces within just the last year. We’re seeing accelerated interest from them as they seek out new opportunities for creativity, connections, and transactions within their favorite Metaverses. Many express interest in Metaverse experiences such as purchasing physical items to creating virtual havens. In fact, they’re 5x more interested in all things meta-related! How Experian can help you identify and target Super Users So how can you find your Super Users and include them in your marketing targeting strategy? Whether you want to build or acquire highly addressable audiences, we can help you precisely reach the right individuals and households in any channel you desire with Consumer View. Consumer View It all starts with data. Delivering the right message in the right place at the right time means truly knowing your prospects and customers as individuals – their lifestyles, behaviors, and shopping preferences. Consumer View data can provide a deeper understanding of your customers. Consumer View is the world’s largest consumer database that contains over 3,900 attributes for 250 million adult consumers in the U.S. with coverage of 126 million (98%) of U.S. households. Consumer View can help you find out: What do your customers look like? What do your customers do? How and when should you reach your customers? What motivates your customers? Modeled and syndicated audiences We have over 2,500 pre-built audiences that are privacy-safe and built using advanced data science and the most comprehensive consumer data available. These digital audiences are readily available via major publishers, data management platforms (DMPs), advanced TV operators, and demand-side platforms (DSPs). Our pre-built audiences can be used consistently across multiple distribution partners – making sure you can quickly find the right audience for the right campaign without having to build your own consumer personas. In addition to being available as digital audiences, our segmentation products are also available to use across all consumer touchpoints to enable consistent omnichannel campaign targeting. There are infinite data combinations and selections we can help you with for optimal audience targeting. Using our comprehensive inventory of data, we can find even the most unusual of audiences to help you connect with new prospects. From demographics to behavioral and psychographic information, we draw on a massive base of knowledge accumulated during five decades in business. Mosaic® USA Experian’s Mosaic® USA is a household-based consumer lifestyle segmentation system that classifies all U.S. households and neighborhoods into 71 unique types and 19 overarching groups, providing a 360-degree view of consumers’ choices, preferences, and habits. Using Mosaic lifestyle segmentation, you can anticipate the behavior, attitudes, and preferences of your best customers and reach them in the most effective traditional and digital channels with the right message in the right place at the right time. Tailored Segmentation uses a sophisticated data-driven clustering system that leverages the 71 Mosaic types that match to first-party data like yours. Tailored Segmentation allows you to regroup Mosaic types based on the attributes you weigh as more impactful to your business. Have you designed your own segments in-house? You can apply Tailored Segmentation to those segments for deeper insights through a tailored analysis. Are you still looking for a way to segment your market even though you understand your typical best customer? Tailored Segmentation can weigh these attributes and develop a custom clustering and analysis of your market. We can help you find your Super Users Super Users are an important segment of any market. Marketers need to be able to identify them quickly and act upon their insights. Our marketing solutions provide the necessary data and analytical capabilities to easily find and target your potential Super Users for an effective marketing targeting strategy. With Experian, you can deliver messages that are more in line with what matters to this influential group of customers. We understand how challenging it can be to find these customers and ensure they get the tailored, personalized messaging they deserve – so let us help you do just that! We can provide deep insights beyond the generic customer persona that allows marketers to look into the effectiveness of their marketing strategies from multiple angles. We want to help you gain an edge over your competitors by helping you identify, target, and engage Super Users for increased revenue growth. Ready to find your Super Users? Get in touch Enhance your marketing targeting strategy today! Sources Activate Technology & Media Outlook 2023. Activate Consulting. Latest posts

Note: While third-party cookies are no longer being phased out, this webinar was recorded in 2023 when cookie deprecation was still a key industry focus. The strategies discussed reflect that time frame and remain relevant for addressing broader signal loss challenges. With major browsers discontinuing support for third-party cookies, marketers must rethink how to identify and engage their audiences. Contextual advertising offers a privacy-safe solution by combining contextual signals with machine learning to deliver highly targeted campaigns. In a Q&A with our experts with eMarketer, Jason Andersen, Senior Director of Strategic Initiatives and Partner Solutions at Experian, and Alex Johnston, Principal Product Manager at Yieldmo, we discuss how contextual advertising addresses signal loss, improves addressability, and delivers better outcomes for marketers. The macro trends impacting marketers How important is it for digital marketers to stay informed about the changes coming to third-party cookies, and what challenges do you see signal loss creating? Jason (Experian): Third-party cookies have already been eliminated from Firefox, Safari, and other browsers, while Chrome has held out. It’s just a matter of time before Chrome eliminates them too. Being proactive now by predicting potential impacts will be essential for maintaining growth when the third-party cookie finally disappears. Alex (Yieldmo): Third-party cookie loss is already a reality. As regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) take effect, more than 50% of exchange traffic lacks associated identifiers. This means that marketers have to think differently about how they reach their audiences in an environment with fewer data points available for targeting purposes. It’s no longer something to consider at some point down the line – it’s here now! Also, as third-party cookies become more limited, reaching users online is becoming increasingly complex and competitive. Without access to as much data, the CPMs (cost per thousand impressions) that advertisers must pay are skyrocketing because everyone is trying to bid on those same valuable consumers. It’s essential for businesses desiring success in digital advertising now more than ever before. Solving signal loss with contextual advertising How does contextual advertising help marketers engage audiences with new strategies like machine learning and artificial intelligence (AI)? Jason (Experian): Contextual advertising helps marketers engage audiences by combining advanced machine learning with privacy-safe strategies. We focus on using AI and machine learning to better understand behavior, respect privacy, and deliver insights. As third-party cookies go away, alternative identifiers are coming to market, like Unified I.D. 2.0 (UID2). These are going to be particularly important for marketers to be able to utilize them. As cookie syncing becomes outdated, marketers will have to look for alternative methods to reach their target audiences. It’s essential to look beyond cookie-reliant solutions and use other options available regarding advertising. Alex (Yieldmo): There’s been a renaissance in contextual advertising over the last couple of years. Three key drivers are shaping this shift: The loss of identity signals is forcing marketers to rethink how they reach audiences. Advances in machine learning allow us to analyze more granular contextual signals, identifying patterns that are most valuable to advertisers. Tailored models now use these signals to deliver more effective campaigns. This transformation is occurring because of our ability to capture and operate on richer, more detailed data. Reach consumers with advanced addressability How does advanced contextual advertising help marketers reach non-addressable audiences? Jason (Experian): Advanced contextual advertising helps marketers reach non-addressable audiences by taking a set of known data (identity) and drawing inferences from it with all the other signals we see across the bidstream. It’s about using a small seed set of customers, those who have transacted with you before or match your target audience, and training contextual models to make the unknown known. Now we can go out and find users surfing on any of the other sites that traditionally don’t have that identifier for that user or don’t at that moment in time and start to be able to advertise to them based on the contextually indexed data. Alex (Yieldmo): I think the exciting opportunity for many people in the industry is figuring out how to reach your known audience in a non-addressable space, that is based on environmental and non-identity based signals, that helps your campaign perform. Machine learning advancements allow you to take your small sample audience and uncover those patterns in the non-addressable space. High-quality, privacy-resilient data sets are critical for building these campaigns. Companies like Experian, with deep, rich training data, are well positioned to support advertisers in building extension audiences. Creative strategies that improve ad performance Why does creative strategy remain essential for digital advertising success? Jason (Experian): Creative strategy remains essential because it provides valuable signals for targeting and engages audiences effectively. In this advanced contextual world, good creative in the proper ad format that you can test and learn from is paramount. It comes back to that feedback loop. We can use that as another signal in this equation to develop and refine the right set of audiences for your targeting needs. Alex (Yieldmo): Creative and ad formats are powerful signals for understanding audience engagement. At Yieldmo, we collect interaction data every 200 milliseconds, such as scrolling behavior or time spent on an ad. This data fills the gap between clicks and video completions, helping us build models that predict downstream actions. Tailoring creative to specific audience groups has always been one of the best ways to improve performance, and it remains essential in this new era of contextual advertising. Throughout my career, I learned that designing or tailoring your creative to different audience groups is one of the best ways to improve performance. We ran many lift studies with analysis to understand how you can tailor creative customized for individual audiences. That capability and the ability to do that on an identity basis is. Our recommendations for actionable marketing strategies Do you have recommendations for marketers building out their yearly strategies or a campaign strategy? Jason (Experian): My recommendation for marketers building out their yearly strategies is to be proactive and start testing and learning these new solutions now. I mentioned addressability and being in the right place at the right time. That’s easier in today’s third-party cookie world. But as traditional identity is further constricted, you will have these first-party solutions that will not be at scale, so you’re less likely to find your user at the scale you want. It would be best if you thought about how to reach that user at the right place at the right time. They may not be seen from an identity basis. They might not be at the right place at the right time when you were delivering or trying to deliver an ad. But you increase your chance of reaching them by building these advanced contextual targeting audiences using this privacy-safe seed ‘opted-in’ user set; this is a way to cast that wider net and achieve targeted scale. Alex (Yieldmo): Build your seed lists, test your formats with different audiences, and understand what’s resonating with whom. Take advantage of some of the pretty remarkable advances in machine learning that are allowing us, really, for the first time to fully uncork the potential and the opportunity with contextual in a way that we’ve never done before. Contact us About our experts Jason Andersen Senior Director, Strategic Initiatives and Partner Solutions, Experian Jason Andersen heads Strategic Initiatives and Partner Enablement for Experian Marketing Services. He focuses on addressability and activation in digital marketing and working with partners to solve signal loss. Jason has worked in digital advertising for 15+ years, spanning roles from operations and product to strategy and partnerships. Alex Johnston Principal Product Manager, Yieldmo Alex Johnston is the Principal Product Manager at Yieldmo, overseeing the Machine Learning and Optimization products. Before joining Yieldmo, Alex spent 13 years at Google, where he led the Reach & Audience Planning and Measurement products, overseeing a 10X increase in revenue. During his time, he launched numerous ad products, including YouTube’s Google Preferred offering. To learn more about Yieldmo, visit www.yieldmo.com. About Yieldmo Yieldmo is an advertising platform that fuses media and creative to meet audiences in the moments that matter. Using proprietary data and AI, Yieldmo uses advanced targeting to deliver context-aware creative when and where it’s most effective, all while respecting user privacy. The result: ads that belong on inventory brands trust. For more information, please visit www.yieldmo.com. Contextual advertising FAQs What is contextual advertising, and how does it work? Contextual advertising works by targeting audiences based on the content they’re engaging with, rather than relying on personal identifiers or traditional tracking methods. Yieldmo's platform uses advanced contextual signals and machine learning to deliver relevant ads in privacy-safe ways. How does contextual advertising address signal loss? Contextual advertising addresses signal loss by focusing on environmental and content-based signals instead of relying on thir-dparty cookies or other traditional identifiers. Experian’s identity solutions complement this approach by enabling marketers to connect with audiences in a compliant and scalable way. Why is creative important in contextual advertising? Creative is important in contextual advertising because it engages audiences and provides valuable signals for targeting. Yieldmo’s platform collects interaction data, such as scrolling and time spent on ads, to refine campaigns and improve performance. How can marketers reach non-addressable audiences? Marketers can reach non-addressable audience through advanced contextual targeting, which uses known data, like seed audiences, to identify patterns and extend reach. Experian’s identity solutions and contextual data from, Audigent, a part of Experian, help marketers connect with these audiences in privacy-safe and effective ways. Latest posts