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.
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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.
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Partnership Yields Increased Match and Connectivity Rate Through Tapad Graph, acquired by Experian March 27, 2018 — New York, N.Y. — Tapad, part of Experian, is reinventing personalization for the modern marketer and today announced the impactful results of its strategic partnership with Flashtalking, the leading global independent platform for ad delivery, unification and insights. Flashtalking is one of Tapad's most engaged partners, using the Tapad Graph to unify cross-device engagement and identity-driven consumer behaviors for attribution modeling. The company leverages a unique identifier that, in conjunction with Tapad's Graph, provides robust multi-touch attribution solution for its clients. This partnership has resulted in above-industry match and bridge rates for Flashtalking and its customers. Overall, the Tapad Graph yielded a 71 percent match rate with 41 percent of converters engaging on multiple devices, highlighting the importance of cross-device measurement. Tapad’s identity solutions provide Flashtalking with a more holistic view of global engagement. Flashtalking marries ad server log file data with the Tapad Graph to connect all interactions in the consumer journey. This enables Flashtalking to provide more accurate and impactful cross-device attribution, which ultimately enables better optimization. These achievements have led to recognition of Tapad and Flashtalking’s work by the I-COM Global Forum for Marketing, Data and Measurement. “Tapad allows us to understand user engagement across devices and platforms at both the household or individual user level, which is extremely beneficial when providing marketers with true path to conversion and attribution,” said Steve Latham, global head of analytics at Flashtalking. “Since our relationship began, we’ve successfully leveraged Tapad data to provide more accurate, actionable insights that have helped numerous brands achieve substantial gains in media effectiveness.” Flashtalking client Michael Lamontagne, SVP of analytics and CRM at 22squared says “We are big believers in using cross-device insights to improve our campaigns. Flashtalking has been a strategic partner in the pursuit of that goal. By incorporating the Tapad Graph, Flashtalking delivers powerful insights into user engagement and media attribution across browsers and devices. Of equal importance, their bundled solution makes it easy and efficient, saving our team countless hours of busy work.” “Our ongoing work with Flashtalking has had a significant impact on the accomplishments we’ve achieved,” said Chris Feo, SVP, strategy & global partnerships at Tapad. “Being able to grow with a dedicated partner that leverages our proprietary technology in unique ways has helped us uncover the global impact our services can have on a business. We’re proud to drive success for Flashtalking’s clients on a global scale.” Contact us today
The Tapad Device Graph™ Complements Freckle’s IoT Capabilities to Extend Scale and Precision of Audience Data New York, NY — December 6, 2017 — Tapad, part of Experian, is the leader in cross-device marketing technology and Freckle IoT, the global leader in multi-touch, offline attribution, today announced they are partnering to provide brands with a holistic and insightful view of their customers, in predefined locations in all global markets. Starting today Freckle IoT will be leveraging the Tapad Device Graph™ to supplement the company’s data set to offer brands more granular attribution data. Consumer’s online behavior is becoming more and more complex, with the average consumer owning three or more devices and 35 percent of consumers converting on a different device from the one on which they started their research. These interactions become even more complicated when considering how online interactions and media impact offline sales. The collaboration between Tapad and Freckle, which combines Freckle IoT’s persistent location data with Tapad’s proprietary cross-device technology, is an important step in empowering brands with the information they need to better understand how digital media, consumed across multiple devices, is impacting offline attribution. Using its opt-in, first-party data, Freckle IoT helps brands measure the effectiveness of their advertising by independently matching media spend to in-store visits. Tapad’s technology extends Freckle’s data-set by allowing brands to access additional deterministic and probabilistic data, at scale and across all devices, to analyze consumer behavior ahead of in-store purchase. “Combining our technology with Tapad’s identity-driven solutions was a natural fit for our business,” said Neil Sweeney, founder and CEO at Freckle IoT. “With our unbiased, agnostic measurement and Tapad’s precise and privacy-safe data set, we knew this partnership would be a strong complement to providing more effective results for the needs of our brand partners.” “Freckle IoT is a valuable partner for Tapad as our cross-channel attribution capabilities continue to expand at global scale,” says Chris Feo, SVP, strategy and global partnership at Tapad. “Marketers today need a tool that can address the online and offline disconnect throughout the consumer journey. Freckle’s IoT innovations combined with the Tapad Device Graph help address this need by providing brands, across multiple verticals, accurate and precise identity-driven data powered by true consumer behavior — online and offline.” For more information on Freckle IoT’s measurement offerings, please visit www.freckleiot.com. Contact us today
London – 24 November, 2017 – Tapad, part of Experian, is the leader in cross-device marketing technology and continues to broaden its reach across EMEA. The business today reported a 20 percent growth in the scope of its regional device graph, a data set used by organisations to map consumers to their devices, enabling better, more personalised cross-device marketing. This news complements Tapad’s recent expansion of its UK team with the hire of experienced solutions engineer, Davide Rosamilia. As the demand for cross-device technology solutions continues to grow around the globe, coupled with the emergence of regulations such as Europe’s General Data Protection Regulation (GDPR), Tapad is committed to offering suppliers the greatest level of insight without compromising consumer privacy. Since Tapad started licensing its proprietary Tapad Device GraphTM just over a year ago, demand for the company’s technology has experienced significant growth. New supply partnerships and proactive data sourcing have also meant an increase in devices across key markets, which contribute to the overall 20 percent growth of the EMEA device graph, including a 44 percent increase in the U.K., 47 percent in France, and 85 percent in Germany. “We’re continuing to invest heavily in growing our regional device graph, allowing us to better meet the needs of EMEA marketers as they strive to reach individuals with greater precision in some of the most tightly regulated marketplaces worldwide,” said Tom Rolph, VP EMEA, Tapad. “This year, we have also welcomed 10 new data suppliers whom we’ve helped to increase cross-device amplification, attribution and audience extension, helping to further set us apart in the marketplace and successfully expand our EMEA presence.” Available around the world, the Device Graph provides access to Tapad’s globally compliant and privacy-safe datasets across EMEA, APAC and the U.S., and offers deeper knowledge of consumer preferences, purchase intent, and conversion behaviors. “Tapad has shown a unique ability to adapt to the nuances of the local EMEA market and display impressive growth without sacrificing dedication to privacy,” said Alistair Hill, CEO and Co-founder at On Device Research. “When we started vetting technology vendors, we needed to be sure that we selected a partner that could offer compliant and privacy-safe datasets to operate within our stringent data standards. Tapad’s probabilistic solution offered us greater scale, greater device reach, and increased engagement without compromising on privacy.” Contact us today