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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NEW YORK, Sept. 28, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology, today announced a new metric for cross-device marketers, Viewable Exposure Time (VET). Viewable Exposure Time measures across screens and ad formats, identifying the optimal amount of time a consumer spends with an ad before they take action. The announcement coincides with Unify Tech '16, Tapad's third-annual cross-device summit during Advertising Week NY. Frequency caps are currently used to ensure that dollars aren't wasted on redundant ads. Viewable Exposure Time evolves the frequency capping approach to include accelerating a consumer's ad exposure rate up to the optimal time spent with the brand. VET is used in affinity, digital transaction and offline purchase models as a key indicator of marketing budget well-spent. Beta users of VET span every vertical, though interest is especially high from CPG, Automotive, Telecommunications and Retail. Viewable Exposure Time unifies and upgrades marketers' predictors of advertising success by leveraging cross-screen engagement across digital and television, with vendor-agnostic viewability scores for video, rich media and display. "Today's current measurement options, like click-through rate (CTR) and TV gross ratings points (GRP) tell an incomplete story," said Tapad GM of Media Kate O'Loughlin. "Tapad is focused on measuring what really matters to marketers – building an efficient connection with a customer. Innovation in metrics was long overdue." More than just a measurement tool, Tapad also provides clients with VET activation. Factoring in time spent with ads in viewable seconds and minutes, these analytics inform marketers about which audiences are underexposed, enabling them to adjust campaigns and deliver according to optimal viewable exposure time. This effectively increases conversion rates at the lowest cost. Contact us today
Strong Revenue Performance and Thriving Culture Contribute to Industry Recognition NEW YORK, Sept. 15, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology and now a part of Experian, was named a top company on Inc. Magazine’s list of the 5000 fastest-growing private companies in the U.S. In addition, Tapad won the TMCnet 2016 Tech Culture Award. The exclusive Inc. 5000 ranking highlights the fastest-growing privately-held* companies in America. These distinguished companies have achieved success in strategy, service and innovation. TMCnet recognizes talented tech professionals who are committed to building a culture that prioritizes employee growth, collaboration and engagement. Tapad continues to broaden their presence into new markets, having launched in APAC earlier this year, as well as continuing their European expansion. Tapad’s proprietary technology, The Device Graph™ is leveraged by more marketers and brands to understand digital engagement across devices. The company’s rapidly expanding client base includes numerous Fortune 500 company brands as well as all four major advertising holding companies in the U.S. “We have an exceptional team of innovative people who are all working very hard to achieve the kind of results these publications are recognizing,” said Tapad CEO and Founder, Are Traasdahl. “Given that, we have an even greater responsibility to our talent to create an environment that fosters innovation and nurtures open communication. Ultimately, this is how we will continue to reach our very ambitious goals of becoming the world’s leading unified marketing technology provider.” Tapad’s award-winning work culture is defined by its gold-standard benefits which include a six-month parental leave policy, unlimited vacation time, company-sponsored meals and office space designed to facilitate collaboration and open communication. Tapad’s highly talented team has also received multiple customer service awards in 2016. These awards include the iMedia ASPY awards for Best Customer Service and Best Mobile Partner as well as recognition from The Communicator Awards of Excellence in Interactive Media. *Prior to Tapad’s acquisition by Telenor in February 2016. Contact us today
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