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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The Tapad Device GraphTM Had Twice the Precision and Three Times the Scale as Next Competitor New York, September 14, 2016 – Just-released findings of a Hotels.com® study revealed that Tapad’s (part of Experian) cross-screen marketing technology achieved the highest levels of precision and scale among competitors. According to the leading online accommodation booking website, after a rigorous, three-and-a-half month vendor analysis, Tapad achieved twice the precision of the next highest-scoring cross-screen offering and three times greater scale. The two other companies evaluated were not named. Said Helene Cameron-Heslop, Senior Manager of Analytics of the Hotels.com brand, “Our team implemented an extremely rigorous vetting of open, cross-screen technology vendors. At the outset, we assumed we would have to compromise on either scale or accuracy – particularly given the importance to our brand of operating in a privacy-safe setting. We were surprised to find a complete package, but Tapad’s Device Graph won out on scale, accuracy and privacy; making our choice of partners very clear.” In another metric critical to the Hotels.com brand, The Tapad Device GraphTM was eight times more “unique” than the next closest offering, meaning Tapad’s graph was found to have a much greater number of connections not seen in any of the other graphs. In addition to precision, uniqueness and scale, the Tapad Device GraphTM was found to have: ● 100% higher recall● 47% more incremental matches● 53% higher North American market coverage● 101% higher F-Score* “A valuable cross-device solution should enable partners to get everything they’re looking for from a single vendor,” said Tapad Founder and CEO, Are Traasdahl. “We are deeply impressed with how thorough Hotels.com was in their vetting, and we confidently tackle the complex challenges of the martech industry thanks to our superior technology. Everyone loves a bake-off, and Tapad is no exception – delivering best-in-class results in areas that really count.” *F-score is a statistical measurement that takes precision and recall together. The calculation is 2*(precision*recall)/precision + recall). It gives you one number instead of two numbers to look at and judge performance. Contact us today
Five Norwegian startups selected to establish U.S. presence NEW YORK, Aug. 15, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology and now a part of Experian, has announced its new entrepreneurial mentorship initiative, the Propeller Program. Five early-stage startups from Norway have been chosen by Are Traasdahl, native of Norway and Tapad’s CEO and founder. The selected companies will share Tapad’s New York City workspace, receive C-level guidance and help establish a U.S. presence. The following companies have been selected to participate in the inaugural Propeller Program – a 12-month program beginning September 19, 2016: Bubbly – Developers of a platform that enables in-store customer feedback with dashboards and tools that facilitate real-time store response BylineMe – A marketplace for freelancers, publishers and brands to connect for content creation and distribution services Eventum – A property-sharing group that digitally assists in securing venues for meetings and corporate events Xeneta – A database that organizes the best contracted freight rates in real time and on demand “We are supporting startups that we feel represent the future of service offerings,” said Traasdahl. “It is with incredible pride that we invite these entrepreneurial teams from Norway to join us in New York Citythis year. Mentorship opportunities for early-stage companies are so important, particularly for those based outside the U.S. I look forward to giving the Propeller Program participants access to the expertise of my seasoned team and to our wide network of resources. Hopefully, it will be a game-changing year for many of them.” Contact us today
As partnership deals mount, aggressive hiring underway for unified cross-screen technology leaders NEW YORK, July 19, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology and now a part of Experian, has announced plans for aggressive expansion in the Asia Pacific (APAC) region. This move capitalizes on Tapad's exceptional performance for brands and marketing technology companies in North America and Europe. With it's proprietary Tapad Device Graph™, the company will enable global, regional and local clients and partners to understand, monetize and measure marketing to users across screens. The Tapad Device Graph is recognized as the most accurate, scalable cross-screen solution in the market today. The decision to expand into APAC was based on increased demand from global, as well as local, brands and clients, many of which have a strong market presence throughout the region. In addition to expanding its roster of world-class data partners, plans include building a world-class team in Singapore. Over the next few months, Tapad APAC will also establish local entities in additional markets. To accelerate its ramp-up, Tapad APAC is actively recruiting in many areas, ranging from skilled and experienced solutions engineers to seasoned sales and marketing professionals. "Tapad is thrilled to be answering the call for cross-device excellence in APAC," said Pierre Martensson, GM of Tapad APAC. "Our Device Graph is adding millions of devices daily and achieves unmatched levels of scale and accuracy while protecting consumer privacy. This meets a critical need in the region." Tapad appointed Martensson as General Manager of Tapad APAC in May, kicking off expansion in the region. Martensson comes to Tapad with nearly a decade of operations experience throughout APAC, having transformed, developed and grown global organizations. To learn more about partnership and employment opportunities available with Tapad in APAC, visit www.experian.com/careers. Contact us today