Marketers are searching for better ways to connect with their audiences across screens and prove results. Optimum Media is at the forefront of this development, helping brands plan, activate, and measure campaigns across linear TV, addressable TV, connected TV (CTV), digital, and social platforms.
To support this approach, Optimum Media partners with Experian, combining their subscriber data with Experian’s trusted audience and identity solutions.
Together, we help brands not only find the right consumers but also understand their behaviors and measure real outcomes. Here’s how Optimum Media and Experian are working together.
Build a complete customer view with rich data from Experian
Optimum Media starts with strong first-party data, including viewership and exposure information from millions of households. However, reaching a deeper understanding of these audiences requires more than what subscriber records alone can offer.
Through Experian’s Marketing Attributes, Optimum Media gains access to thousands of demographic and behavioral attributes to its data sets. These attributes—such as income ranges, lifestyle interests, and retail purchasing behaviors—help advertisers build a more complete view of the consumer.
“We work with trusted partners like Experian to deliver the additional audience insights—like demographics and lifestyle—that are critical for our clients’ success.”
Natalia Irmin, Sr. Director, Strategic Partnerships, Optimum Media
Combining Experian’s Marketing Attributes with Optimum Media’s subscriber footprint helps brands segment audiences more precisely, develop refined media plans, and tailor messaging based on the real behaviors and interests of consumers.
Move beyond basic targeting with Audience Engine
To support more personalized and scalable targeting, Optimum Media uses Audience Engine—Experian’s self-service platform for audience management and activation.
Through Audience Engine, Optimum Media can:
Access Experian’s syndicated audiences
Not just what’s available directly on their platform.
Build custom segments
Using Experian’s demographic and behavioral insights.
Tap into our data marketplace
To explore additional segments from Experian and our Partner Audiences through trusted third-party providers.
These tools give Optimum Media and its clients the ability to move beyond basic targeting. Whether a brand wants to reach families preparing for back-to-school shopping, in-market car buyers, or upscale consumers planning home renovations, Audience Engine makes it possible to identify and activate those audiences with greater accuracy—based on real data, not guesswork.
Extend campaign reach with Experian’s Digital Graph
While Optimum Media has a substantial owned footprint, they often work with advertisers who need to extend reach beyond traditional subscriber bases. To support this, they rely on Experian’s Digital Graph.
Our Digital Graph connects mobile ad IDs (MAIDs), IP addresses, CTV IDs, and hashed emails into unified household and individual profiles. This enables Optimum Media to identify and reach audiences outside of their network with the same level of accuracy as inside it.
For even deeper audience insights, Digital Graph can be bundled with Marketing Attributes. This combination helps advertisers go beyond basic targeting to include real-world behaviors like shopping habits, travel preferences, and lifestyle characteristics.
The result: campaigns that do more than deliver impressions—they connect with the right households across any channel.
Turn viewership into measurable business outcomes
One of the biggest challenges in multiscreen advertising is connecting exposure to real business results.
With Experian’s solutions, Optimum Media can:
- Plan based on audience behaviors across screens, not just age and gender demographics.
- Activate household-level audiences across linear, CTV, digital, and social.
- Measure campaign performance using unduplicated reach, frequency, and attribution across devices.
By offering advertisers access to a more complete consumer profile and maintaining consistent measurement across channels, Optimum Media and Experian help clients make better decisions about where to spend and how to adjust strategies over time.
Why the Optimum Media and Experian partnership delivers
- Deeper audience understanding: By combining first-party viewership with Experian’s demographic and behavioral data, advertisers gain a fuller picture of who they are reaching.
- Seamless cross-platform execution: Identity solutions like Digital Graph allow brands to reach audiences across multiple devices and channels without losing precision.
“Optimum Media has been instrumental in helping Experian strengthen the precision, quality, and real-world applications of our data. Their ongoing feedback is invaluable in making sure our solutions continue to meet client needs and perform at the highest level.”
Chris Feo, Chief Business Officer, Experian
With a single, trusted partner offering both identity and audience solutions, Optimum Media avoids the complexity many advertisers still face when piecing together different data sets and vendors.
“Having Experian’s identity and audience solutions under one roof makes it easier for us to plan, reach, and measure across every channel. It’s a complete solution that simplifies advertising and improves performance.”
Natalia Irmin, Sr. Director, Strategic Partnerships, Optimum Media
Start building better campaigns with Experian
Ready to improve your audience targeting and measurement strategies like Optimum Media?
Connect with our team today to learn how Marketing Attributes, Audience Engine, Digital Graph, and our other solutions can help you build stronger, more measurable advertising campaigns.
Connect with us
About Optimum Media
Optimum Media is a multiscreen advertising business that partners with small and medium businesses, as well as national, political, media and entertainment, and agency clients across the United States. They work with advertisers to develop custom multiscreen advertising solutions powered by proprietary technology and a massive aggregated database of audience data points and TV viewership data.
Latest posts
Tapad, part of Experian, integrates with MediaJel's current advertising solutions will enable U.S. brands to benefit from improved cross-device reach and targeting capabilities NEW YORK, April 14, 2020 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, has partnered with MediaJel, a leading provider of advertising and marketing solutions for regulated markets. The partnership will enhance MediaJel's current offering, enabling brands to further improve their digital marketing campaigns, and thereby, return on investment. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will complement MediaJel's state-of-the-art advertising solutions to identify and resolve fragmentation created by a consumer's researching and purchasing behavior across multiple digital devices. For MediaJel, this provides customers with an opportunity for incremental efficiencies across a number of use-cases, including reach extension, targeting, ad frequency capping, suppression, and attribution. Dash Rothberg, Senior Vice President of Strategic Partnerships at MediaJel commented, "With an endless list of considerations across consumer behavior, marketing fragmentation, and today's ongoing device proliferation – optimizing digital campaigns can be challenging for most brand advertisers. We partnered with Tapad after testing multiple cross-device solutions in the market but concluded that The Tapad Graph provided us with a blend of scale, quality, flexibility, and privacy-safe data to meet our customer needs." Mike Dadlani, Vice President of Agency Partnerships at Tapad added: "Our partnership with MediaJel is an exciting one. Not only will their portfolio of clients be enabled to more effectively execute and optimize cross-device campaigns, but they will also realize longer-term benefits from improved attribution and consumer insights." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About MediaJel Founded in 2017, MediaJel acts as a full-service agency that provides advertising and marketing solutions from brand building and search optimizations to campaign execution and online-offline attribution. Built with proprietary technology, the MediaJel.io platform leverages unique actionable data for brands and agencies to effectively execute high-performance marketing campaigns. With "Data Ethics" being the core of the business, all aspects are brand safe and compliant for regulated industries. Contact us today
Tapad's digital identity resolution offering enables Gimbal's platform to provide expanded insights for campaign optimization to U.S. brand and agency clients NEW YORK, Feb. 11, 2020 /PRNewswire/ – Tapad, part of Experian and a global leader in digital identity resolution, announced their partnership with Gimbal, a leader of location-powered marketing and advertising solutions. Gimbal now leverages Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, to further enhance its footfall attribution solution, Arrival. Arrival delivers dwell-based attribution for in-store foot traffic and by leveraging the Tapad Graph, Gimbal provides customers with a more holistic, attributable understanding of consumers across multiple devices, like desktop, smartphone, and tablet. With this, Gimbal's clients are enabled to make more informed media planning decisions for programmatic activations across the web, and mobile apps. "Today's consumers are utilizing their digital devices for research and comparison shopping before making a purchase. By leveraging The Tapad Graph, Gimbal's clients gain an even more complete view of the consumer decision journey across devices," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "With the number of devices per individual rapidly increasing, understanding the customer decision journey is becoming more complex," said Kyle Wendling, SVP of Product at Gimbal. "We're excited to partner with Tapad to continue engaging consumers across multiple devices." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, Denver, London, Oslo, Singapore, and Tokyo. About GimbalGimbal translates location data into intent, measurement, and insights to help organizations transform their businesses, maximize marketing relevance, and humanize messaging for consumers. Gimbal is headquartered in Los Angeles and provides advertising and marketing technologies to the world's leading brands and retailers interested in understanding the physical world. To learn more, visit https://gimbal.com. Contact us today
Tapad, part of Experian, integrates with AcuityAds' current offering will complement cross-channel capabilities for brands and agencies in the U.S. and Canada NEW YORK, Jan. 23, 2020 /PRNewswire/ — Tapad, a global leader in digital identity resolution, has partnered with AcuityAds, a technology leader that provides targeted digital media solutions for advertisers to connect intelligently with audiences. The partnership will enhance AcuityAds' existing cross-device solution, especially with respect to its cross-channel Connected TV offering. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment AcuityAds' own cross-device data set for enhanced marketing capabilities across their Demand Side Platform (DSP). For AcuityAds, this provides customers with unduplicated reach across desktop, tablet, mobile and CTV devices – while augmenting their video offering. Tom Woods, Vice President of Products at AcuityAds commented, "With increasing marketing complexities, consumer device usage and new data regulations, our decision regarding the partnership was an important one. The Tapad Graph's privacy-safe identifiers for consumer notice and choice, as well as the ability to opt-out at any point, were critical factors in our decision who to partner with." Chris Feo, Senior Vice President, Strategy and Partnerships at Tapad added: "Our integration with AcuityAds' DSP should not only help marketers within North America optimize current cross-device campaign initiatives and performance, but also increase reach across additional digital screens long term. We are excited to expand our partnership with AcuityAds." To learn more about Tapad and our digital identity resolution capabilities, visit our identity page. About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About AcuityAds AcuityAds is a leading technology company that provides marketers a powerful and holistic solution for digital advertising across all ad formats and screens to amplify reach and Share of Attention® throughout the customer journey. Via its unique, data-driven insights, real-time analytics and industry-leading activation platform based on proprietary Artificial Intelligence technology, AcuityAds leverages an integrated ecosystem of partners for data, inventory, brand safety and fraud prevention, offering unparalleled, trusted solutions that the most demanding marketers require to be successful in the digital era. AcuityAds is headquartered in Toronto with offices throughout the U.S., Europe and Latin America. For more information, visit AcuityAds.com. Disclaimer in regards to Forward-looking Statements Certain statements included herein constitute "forward-looking statements" within the meaning of applicable securities laws. Forward-looking statements are necessarily based upon a number of estimates and assumptions that, while considered reasonable by management at this time, are inherently subject to significant business, economic and competitive uncertainties and contingencies. Investors are cautioned not to put undue reliance on forward-looking statements. Except as required by law, AcuityAds does not intend, and undertakes no obligation, to update any forward-looking statements to reflect, in particular, new information or future events. Contact us today