Have you wondered how the shift toward real-time data is reshaping the way companies connect with consumers? Traditional methods of third-party data collection and demographic targeting are being replaced by more privacy-conscious approaches. In our next Ask the Expert segment, we explore how Experian and Captify’s partnership is harnessing the power of real-time onsite search data to enhance personalized advertising, address identity fragmentation, and provide valuable insights for navigating modern advertising challenges.
We’re joined by industry leaders, Amelia Waddington, Chief Product Officer at Captify, and Chris Feo, Experian’s SVP of Sales & Partnerships. In this segment, they discuss the complexities of identity and the innovative use of real-time data in digital advertising. Watch the full Q&A below to learn more about these topics and discover how the collaborative efforts of Experian and Captify are shaping the future of personalized advertising.
Understanding the power of real-time marketing data
Real-time data provides an up-to-the-minute view of consumer behavior, enabling marketers to make quick, informed decisions. Captify’s use of real-time search data allows for immediate insights, contrasting with traditional third-party data, which often involves delay and prompted answers. This approach allows marketers to see trends and reactions as they unfold, making it possible to tweak campaigns and strategies and always reach the most in-market consumers. By using Captify’s real-time data, we can predict consumer interests and adapt to market changes quickly.
Staying ahead of market trends with predictive analytics
Captify analyzes more than a billion search signals daily, giving brands a detailed look at changes in audience behavior. These real-time insights help businesses make timely adjustments and reach their audiences in the moments that matter. Beyond digital media, Captify’s multi-channel activation strategy extends to platforms such as connected TV and digital out-of-home, ensuring messages remain relevant and effective.
How Experian and Captify work together
Imagine being able to tailor your ads to consumers’ needs and interests in real time. Our partnership with Captify enhances ad targeting and measurement by combining Experian’s vast Digital Graph with Captify’s real-time intent data. “Captify has evolved beyond relying on third-party cookies in isolation and now uses the Experian Graph to provide a more holistic view of identity at both the individual and household levels” says Amelia Waddington, Chief Product Officer at Captify.
As privacy concerns grow, we have built and continue to invest in a signal-agnostic Digital Graph that can make connections across a wide range of identifiers, including the Experian Living Unit ID (LUID). The LUID is a unique identifier representing each household in the United States, based on real households and real people. This allows essential demographic information to be enriched to a household, enriching first-party data with detailed consumer insights, like age, gender, historical purchase behavior, and future purchase intent. By continuously adding new data and building fresh audiences and segments, we provide greater insights into the consumer base. Our Digital Graph serves as Captify’s identity spine, allowing them to connect identifiers together at both the person and household levels. This helps their clients target ads more accurately across different channels, making it easier to track and understand consumer behavior across platforms like TV, digital, and radio.
Here are five key ways our partnership enhances ad targeting and measurement:
Enhancing personalized advertising with real-time insights
Identity fragmentation is a challenge for marketers because consumer data is scattered across different devices and platforms, making it difficult to effectively understand and target consumers. Experian and Captify’s partnership provides the fuel to help advertisers by integrating real-time search data with identity graphs, allowing for accurate targeting across various channels. By combining Experian’s robust Digital Graph with Captify’s real-time intent data, advertisers can deliver highly personalized ads on connected TV that retain their relevance and impact, no matter where the consumer engages with the content.
“We ingest the Experian Graph as part of our internal Graph, allowing us to connect identifiers together at both person and household levels, which aligns with our expansion into TV, out-of-home, and audio channels.”
Amelia Waddington, Chief Product Officer, Captify
Addressing identity fragmentation
A fragmented identity occurs when consumer data is scattered across different devices and platforms, making it difficult to effectively understand and target consumers. Advertisers need holistic media plans instead of fragmented strategies that risk disengaging consumers, while publishers must demonstrate their platforms’ value by targeting seamlessly.
By enriching and distributing thousands of demographic and behavioral segments, Experian provides the essential data needed to effectively target diverse audiences. Experian’s Digital Graph complements Captify’s data by connecting various identifiers, providing a complete view of individuals and households. This approach helps advertisers overcome fragmentation challenges, and ensure their messages reach the right audience across multiple touchpoints.
Optimizing creative content dynamically
Using real-time data, advertisers can adjust creative elements of their ads to better match consumer interests. This means changing parts of an ad, like images or text, based on current audience data, making it more relevant to the consumer. By partnering with Experian, Captify continues to see a rounded view of a consumer, allowing them to provide clients around the globe with data-driven creatives. These creatives achieve better results than standard ones and enable more meaningful connections with consumers.
Integrating search data into connected TV
Real-time search data plays a crucial role in enhancing the effectiveness of connected TV (CTV) advertising. Captify’s identity solution uses persistent identifiers from the Experian Digital Graph to extract value from onsite search data. Machine learning technology then categorizes these searches to understand consumer intent and create highly relevant audiences. By integrating Captify’s consumer intent data, advertisers can deliver more targeted and relevant ads on CTV platforms. This integration helps marketers reach viewers with content that resonates.
Ensuring multi-channel message consistency
Consistency in messaging across multiple channels is key for maintaining brand integrity and consumer trust. By using Experian’s identity data, Captify ensures that advertisers can deliver cohesive messages across various platforms, including TV, digital, and radio. This integration not only enhances ad targeting precision but also solidifies the brand’s presence, ensuring that every touchpoint reinforces the same core message for a unified brand experience.
Watch the full Q&A
Visit our Ask the Expert content hub to watch Amelia and Chris’ full conversation. In their discussion, they cover identity beyond identifiers, personalized advertising strategies, and the evolving consumer journey. Amelia and Chris also share about interoperability challenges in CTV and how Captify is using alternative IDs like Unified I.D. 2.0 (UID2).
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About our experts
Amelia Waddington, Chief Product Officer, Captify
Amelia is Chief Product Officer at Captify, leading the Product, Engineering, Partnerships and Insight teams globally. During her three years at Captify, Amelia has delivered on her product vision to put Captify’s Search Intelligence in the hands of all advertisers—unlocking competitive advantage for clients and partners in a way that’s omnichannel, strategic, open and future-proof. She has launched Captify’s Advanced TV, cookieless and data partnerships product lines. Amelia brings over a decade of experience in driving product strategy, underpinned by expertise across data science, machine learning, and analytics. She has a PhD in computational neuroscience and previous roles include product leadership at LiveRamp and Aimia.
Chris Feo, SVP, Sales & Partnerships, Experian
As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats!
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Audigent, a part of Experian, is excited to announce that curated audience and contextual inventory packages are now accessible on Google Display and Video 360 (DV360), delivered via Index Marketplaces. These premium deals offer industry-leading targeting solutions, combining high-quality data and inventory to enhance scale, value, and performance across connected TV (CTV), display, and online video (OLV). The integration launches with over 250 ready-to-run deals covering various sectors, including some available for DV360 buyers for the first time, such as automotive, B2B, seasonal retail, sports fandom, travel, and weather, among others. Each deal combines exclusive audience data with premium inventory under a single DV360 deal ID. The supply-side activation lets you scale campaigns without cookies or device IDs, so results stay consistent even as traditional tracking disappears. "We’re excited to expand Audigent’s curated, data-enriched packages in DV360 with Index Exchange. Putting Experian’s audiences and Audigent's premium supply inside a single deal ID accelerates smarter decisions for marketers—letting brands activate, test, and see results right away.”Chris Feo, Chief Business Officer, Experian Why these packages stand out Unique targeting and supply packages Each package fuses exclusive data with handpicked inventory and ships as a single, ready-to-trade deal ID. Deep partner bench Audiences are sourced from first-party publisher data as well as data leaders such as Experian, Affinity Answers, Acxiom, Bombora, Circana, Dun & Bradstreet, Resonate, Sports Innovation Lab, The Weather Company, and more, providing buyers with deterministic purchase, intent, behavioral, and lifestyle signals in one flight. Future-proofed addressability Packages rely on Audigent’s identity framework, contextual intelligence, and supply-side data activation rather than third-party cookies or device IDs, keeping reach intact as identifiers fade. Three reasons these packages drive results Signal-agnostic reach: Cookieless, device-less targeting preserves scale today and tomorrow. Instant activation: Traders simply add the pre-curated deal ID to a DV360 line item and go live in seconds. Built-in quality assurance: Exclusive audience data is paired with hand-vetted inventory, so you start closer to KPIs from day one. Direct-to-source media buying that pays off By packaging curated, data-enriched deals directly atop Index Exchange, via the Index Marketplaces platform, Audigent eliminates extra hops and integrates premium partner data into a single price, with no additional data management platform (DMP) fees. That means higher match rates, simplified audience management, and a cleaner, greener path that concentrates spend on top-tier publishers. Paired with Index Exchange’s omnichannel reach, brands see stronger performance and lower waste, no trade-offs required. "Our goal with Index Marketplaces is to streamline access to premium supply, high-quality data, and measurable outcomes. Hosting Audigent's ready-to-run deals on Index lets DV360 buyers tap addressable inventory curated for scale, sustainability, and speed – no extra steps, just better results."Paul Zovighian, Vice President of Marketplaces, Index Exchange Real-world use cases Audigent’s deep data collaboration bench isn’t window dressing; it’s baked into every package. Deterministic signals from Experian and fellow data leaders come pre-loaded, so you tap high-intent, high-match audiences the instant you activate a deal ID. In-market auto shoppers Reach consumers actively researching specific vehicle types, such as compact cars, SUVs, trucks, or luxury models, using deterministic data from Experian. These segments predict purchase intent within the next 180 days, enabling the delivery of accurate messaging at the moment of consideration. B2B account growth Target decision-maker employees at companies segmented by employee count: 11–50, 51–250, or 251+, using Dun & Bradstreet’s data. Or reach small business professionals and business decision-makers via deals utilizing Bombora’s data assets. Sports fandom Engage verified MLB fans based on purchase behavior, powered by Sports Innovation Lab. Extend reach to contextual sports content, including live sports and sports-related programming across CTV and OLV. Seasonal retail bursts Engage gift-givers and in-market segments for gifts and occasions. Target DIY home improvers and verified affinity audiences for home projects. Reach back-to-school families by targeting parents preparing for the school year with Affinity Answers’ event-based segments. Weather-driven behavior Activate campaigns based on how real-time or forecasted weather conditions (like sunny days, outdoor activity suitability, or severe weather alerts) influence mindsets and decisions, powered by The Weather Company's data. "This collaboration integrates The Weather Company’s industry‑leading weather forecast data into DV360, the world’s largest buying platform, enabling real‑time relevance through curated deals. Experian contributes deep expertise in consumer audiences, The Weather Company delivers unmatched precision in timing and location, and Index Exchange adds efficiency and transparency – together creating a streamlined, turnkey solution for activation." Dave Olesnevich, VP of Data and Ad Product, The Weather Company Ready to activate? Search Audigent in DV360’s Marketplace, select the Audigent package that fits your KPIs, and add the deal ID to your line item. Prefer a custom build? Reach out to us at partnershipsales@experian to curate a package tailored to your campaign goals. The quickest path to performance is just one deal ID away. Contact us now Latest posts
Brands want more from their media investments: better insights, more efficient reach, and clear proof of performance. Whether you’re starting with high-quality first-party data or need help reaching new audiences, Experian offers flexible solutions to drive reach among key audiences and to measure the impact. We’ve built two primary activation and measurement solutions tailored to how brands operate, so you can spend less time managing data and more time driving outcomes. Use case 1: First-party insights to activation and measurement Best for: Brands with first-party data looking to deepen their understanding of existing customers, activate intelligently, and measure what matters – all through a single trusted partner. Solution: Audience Engine + Outcomes Audience Engine Audience Engine is our self-service platform designed to help you onboard first-party data, gain key insights into your customers, build custom audiences using our powerful data assets, and activate them across 200+ platforms — all within a single workflow. Outcomes Experian Outcomes closes the loop by measuring real-world results of your campaigns (such as visits, purchases, and website actions) and tying them back to specific media exposures across digital and TV channels. Together, these tools offer a full-funnel audience and measurement solution, from planning and activation to proving performance. Let’s bring this to life A leading athletic retailer partnered with Experian and Yieldmo to drive in-store foot traffic, targeting shoppers likely to buy from their competitors during key sales windows. Using Experian’s Audience Engine, which includes our proprietary and third-party data marketplace, Yieldmo built a high-performing, self-serve targeting strategy for the retailer. By combining Experian Audiences with Partner Audiences from Alliant, Circana, Webbula, and Sports Innovation Lab, Yieldmo was able to build apparel and footwear audiences from the data marketplace including: In-store shopper segments Athleisure purchasers Competitive purchasers Audience Engine also enabled Yieldmo to tap into Experian’s identity graph, expanding cross-channel reach and maximizing campaign scale and precision. And while not used for this campaign, our Outcomes solution allows advertisers to tie media spend to in-store activity, so retailers can measure true business impact. Benefits Understand your customers more deeply To reveal behavioral, demographic, and lifestyle trends. Reach your first-party audiences at scale Across top activation platforms, using Audience Engine’s onboarding capabilities. Increase your brand awareness By reaching prospective audiences, using Experian Audiences, Partner Audiences, and lookalike audiences. Measure campaign effectiveness With Outcomes, which correlates media exposures (digital and/or TV) with offline and online conversions, visits, or sales. Optimize future media buys By using attribution insights to refine targeting, creative, and channel mix based on what’s actually driving results. Use case 2: Activation and measurement Best for: Brands that already know who they want to reach and are looking to activate high-quality, data-driven audiences across their preferred media platforms and want to clearly understand what’s driving performance. Solution: Audiences + Partner Audiences + Outcomes Audiences Experian Audiences are pre-built audience segments grouped by shared attributes from Experian Marketing Data built for activation on-the-shelf of top programmatic, TV, and social destinations like FreeWheel, Magnite, and Madhive, in addition to Audience Engine. Partner Audiences Experian's Partner Audiences are high-quality audience segments sourced directly from 30+ leading third-party data providers like Affinity, Circana, and Dun & Bradstreet. These segments are curated across verticals like Business, CPG, Health, Retail, and Travel, and are available through on top media destinations, in addition to our data marketplace for easy selection and deployment. Outcomes Experian Outcomes helps close the loop by tying real-world results back to media exposures across digital and TV channels. Together, these products empower marketers to activate smarter and prove success with confidence. Let's bring this to life A leading fashion brand set out to grow their customer base by reaching high-intent shoppers where they spend their time: online. Their goal: drive e-commerce conversions through a programmatic campaign powered by The Trade Desk. To do it, they needed more than just reach, they needed accuracy. That’s where Experian came in. On The Trade Desk, the brand quickly discovered Experian’s prebuilt audience segments, readily available and easy to activate. They selected: Age Range: 25–44 Women’s Fashion Frequent Spenders: Households identified as frequent purchasers of women’s apparel, cosmetics, jewelry, and accessories—based on verified, consumer-reported transactions from the past 24 months. These segments gave the brand confidence that it was putting its message in front of the right consumers, those most likely to engage and buy. 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Understand what’s working Through Outcomes reporting, which connects media exposure to offline and online outcomes like conversions, purchases, or visits. Continuously improve performance By using attribution insights to inform audience selection, creative strategy, and media channel mix for future campaigns. Bring this to your brand Experian’s activation and measurement solutions for brands gives you the tools to act with clarity: from onboarding your first-party data to reaching new customers and tying media back to real results. Whether you’re starting with deep customer insights or building campaigns from scratch, here’s how our solution helps: Audience Engine Onboard your first-party data, gain insights into audience composition, build custom audiences using Experian and Partner Audiences, and activate them across 200+ leading platforms — all through a centralized, self-service platform. Audiences and Partner Audiences Reach high-intent prospects using Experian’s syndicated audiences or custom-built segments from partners like Circana, Dun & Bradstreet, and more. Outcomes Understand what worked. See how media exposure correlates with actions like store visits, quote requests, site activity, or purchases. Every element is built to help you scale campaigns, improve addressability, and tie media spend to results that matter—without the overhead of multiple vendors or disjointed systems. Ready to see it in action? Get in touch with our team. Latest posts
1,000+ ready-made segments, available for activation within Nexxen Audigent, a part of Experian, has officially launched its audiences in the Nexxen demand-side platform (DSP), pairing premium publisher audiences with Nexxen’s streamlined connected television (CTV) and omnichannel buying workflow. Audigent transforms real engagement from premium publishers into over 1,000 ready-to-activate segments—spanning beauty, finance, travel, and more. Three key benefits Signal quality Verified publisher data drives higher match rates and wider look-alike reach. Media impact Reach up to 92 million entertainment fans, 78 million retail shoppers, or 71 million finance intenders across CTV, online video (OLV), and display without guesswork. Privacy and compliance Every segment is built from opt-in, first-party data and delivered through Audigent’s privacy-by-design framework. How Audigent and Nexxen boost your campaigns Now live in the Nexxen DSP, Audigent’s premium audiences plug directly into your existing buying workflow—making it easier than ever to plan, activate, and optimize at scale. Audigent utilizes cookieless, first-party IDs sourced directly from its premium publisher network, allowing advertisers to future-proof campaigns and continue to reach real people across browsers, devices, and CTV. Vertical use cases Auto Target auto intenders as they research new models, then retarget them on CTV during primetime motorsports broadcasts. Retail and CPG Engage retail shoppers with dynamic product ads ahead of peak sales weekends, bridging display and CTV for sequential storytelling. Travel and Hospitality Reach travel planners with destination-specific offers the moment they begin searching for flights. Finance Serve relevant credit card or fintech messaging to finance enthusiasts researching personal finance content. Premium audiences, measurable performance As a part of Experian, Audigent’s audience solution complements our broader identity resolution and activation capabilities, ensuring consistency across every channel. Together with Nexxen’s unified tech stack, advertisers can launch ads faster while respecting consumer privacy. Audience data, targeting, and media all sit in one workflow, making results easy to see and optimize. Contact us Latest posts