Solving the multiscreen challenge: How Experian helps Optimum Media connect campaigns across channels

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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