At A Glance
The Device and Account Sharing (DASH) study, developed by the ARF, provides insights into how American households consume TV and digital media. By combining DASH data with Experian Marketing Data, advertisers can create audience segments based on real-world viewing habits, helping campaigns reach the right people with greater accuracy. This collaboration provides a clearer, evidence-based view of how people watch TV today.Viewers shift between streaming services, live TV, and on-demand content across multiple devices, making it harder to know exactly who sees your message. Instead of wondering if your ads are reaching the right viewers, it’s important to have a clearer understanding of viewing behaviors so you can focus your efforts on the audiences that matter most to your campaign.
Experian has collaborated with The Advertising Research Foundation (ARF) to create new opportunities for marketers. By combining data from the ARF’s DASH (Device and Account Sharing) study with Experian Marketing Data, we’ve developed a new way for you to understand and reach modern TV viewers. Instead of estimating who might see your message, you gain a clearer view of viewing behavior and can align activation with the audiences that matter to your campaign.
What is the DASH study?
The DASH study, developed by the ARF together with the National Opinion Research Center (NORC) and seven industry sponsors, including Experian, provides a detailed picture of how American households consume TV and digital media. This research offers an unbiased and accurate view of media habits, measuring everything from device usage to streaming account sharing.
When this viewership data is combined with Experian Marketing Data, it allows for the creation of unique audience segments. These segments are built on real-world media and device usage, providing a more accurate representation of how people watch, share, and engage with TV content. This combination of identity and connectivity helps marketers understand exactly how people engage with media, technology, and their favorite brands.
“Television viewing behavior has undergone a massive transformation, making it challenging for advertisers to reach their target audience and optimizefrequency. These audiences give advertisers invaluable tools for managing their campaigns in an increasingly fragmented environment.”
ExperianDoug McLennan, Director of Product Management
How do DASH audiences help?
By using the DASH study, Experian developed TV audience segments that reflect how people truly interact with content. These audiences provide the insights you need to align your campaigns with actual media consumption habits, helping you reach viewers with more relevant messages.
This approach moves beyond basic demographics. It allows you to connect with people based on specific behaviors, such as co-viewing, screen preferences, or household streaming habits. The result is a more focused and efficient advertising strategy that delivers better outcomes.
“DASH has established itself as a reliable and unbiased calibration set, a “true North”, for media measurement. Our collaboration with Experian puts the power and precision of DASH in the hands of marketers and advertisers as well.”
ARFPaul Donato, Chief Research Officer
Which audience segments help you target viewers more effectively?
These audience segments make it possible to find specific types of viewers and align your marketing campaigns with their media usage. Whether you’re connecting with people who are receptive to ads, households that enjoy shows together, or individuals who are frequent streamers, you can approach campaigns with greater accuracy and confidence. We’re pleased to introduce these segments and continue our partnership with the ARF, creating new opportunities to help you build effective connections with your target audiences.
Explore some of our key audience segments:
- Ad Acceptors: Viewers who are more open to watching advertisements.
- Ad Avoiders: People who actively try to skip or block ads.
- Co-Watchers: Households where multiple people view content together.
- Solo Watchers: Individuals who typically watch TV by themselves.
- Paid TV High Spenders: Households that subscribe to multiple paid TV or streaming services.
- Large Screen Viewers: People who primarily watch content on large television screens.
- Small Screen Viewers: Individuals who prefer watching on smaller devices like tablets or phones.
How can I use these audiences?
Experian’s DASH audiences are available in your demand-side platform (DSP) of choice, ready for activation across all offline and online channels. This easy access means you can build more effective campaigns without changing your existing workflow.
Using these segments, you can manage your advertising with greater confidence. You gain the tools needed to navigate the fragmented media environment and ensure your campaigns are seen by the right people. This targeted approach helps you maximize the impact of your marketing efforts and achieve your goals. Strengthen your TV planning and activation with DASH audiences.
Are you ready to connect with your audience in a more meaningful way?
FAQs
The DASH study, developed by ARF, provides an unbiased view of how American households consume TV and digital media. It measures device usage, streaming habits, and account sharing to create a detailed picture of media consumption.
Experian combines its Marketing Data with insights from studies like DASH to create audience segments based on real-world behaviors. This allows advertisers to align their campaigns with how people actually consume content.
Audience segments include Ad Acceptors, Co-Watchers, Solo Watchers, Paid TV High Spenders, and Large or Small Screen Viewers, enabling precise targeting based on viewing habits.
By focusing on actual media consumption habits, advertisers can deliver more relevant messages, reduce wasted impressions, and improve the overall effectiveness of their campaigns.
Latest posts
Over the past two decades, we’ve seen healthcare become increasingly interconnected. Healthcare systems can share a patient's clinical information in a variety of ways. A Pharmacy Benefits Manager can share it through an Electronic Health Record. An MRI scanner can also capture and store patient images on a picture archiving and communication system (PACS). Despite this wealth of information, according to the CDC, 20 million U.S. citizens don’t have access to medical care when they need it. A patient’s well-being should represent more than their clinical data. How can we increase access to care for those individuals? We can look towards non-clinical factors, like the social determinants of health, for answers. Coordinate care for at-risk patients What if you could identify patients who are likely to readmit due to factors outside of their medical conditions? We can use demographic, geographic, and socioeconomic data to discover patients that need greater access to care. The social determinants of health (SDOH) can uncover factors that may increase the burden of disease for some populations. What are the social determinants of health? They are the conditions in the environments where people are born, live, learn, work, play, worship, and age. Think of factors like safe housing, transportation, job opportunities, and education. These conditions can affect a wide range of health, functioning, and quality-of-life outcomes and risks. What insights can the social determinants of health reveal? Experian Health’s Social Determinants of Health solution offers holistic insight into the financial, transportation, and technological barriers individuals may experience. These barriers could hinder their access to care, medication, food, and housing. It's important to find a solution like ours that offers prioritized, proactive suggestions for interventions that help remove or reduce such barriers for improved health outcomes. Our rich household data sets can provide key insights into the SDOH. This data can answer key questions such as: Are there existing populations with housing instability issues? How much price sensitivity do consumers have for medication? Are there markets or locations that have food instability issues? Is transportation an issue that makes it hard for patients to access care facilities? Are there geographic influences that drive or prevent diagnosis and care? In the chart below, we break down the SDOH into five categories. We outline key considerations that offer insights to provide patient-specific context for your caregivers. Finally, we present patient engagement strategies that are SDOH factor-specific and based on best practice interventions and program types. Social determinants of health data in action While much of healthcare focuses on clinical outcomes, our Consumer View data can provide a wealth of insight into a variety of non-clinical factors that can influence quality of care. A profile of core demographics such as age, ethnicity, and gender can uncover new opportunities or highlight areas where engagement does not align with medical research. We can discover patients at-risk for not being able to access essential services utilizing key, social determinants of health and geographic profiling. When combined with core demographics like age, gender, and ethnicity, we can compare any patient population against expected SDOH norms to uncover significant gaps in access to care. Our data shows that: 1 in 12 households have no access to a vehicle 1 in 4 households are sensitive to the cost of medication 1 in 5 households have very low technology sophistication 1 in 7 households live below the federal poverty level Once you have this data, what can you do with it? You can develop an inclusive education and communication campaign with our data-driven content and contact engagement solution. This solution empowers you to pair the perfect messaging styles with the right channels to deliver a personalized experience to broaden your reach. For those individuals who have little access to technology, an email campaign may not reach them. We can identify additional engagement channels like the traditional newspaper, radio, direct mail, or even broadcast TV to determine the best medium to expand your market while increasing access to care. By using decision making styles and engagement channels, together we can reduce the burden of care on the medically underserved. Let’s drive inclusive healthcare together Develop a more holistic view of your patient population while increasing healthcare equity. We can help you use the social determinants of health for actionable care management. Contact us to learn how you can fold this data into your healthcare ecosystem. Get in touch
Next up in our Ask the Expert series, we hear from Sarah Ilie and Lauren Portell. Sarah and Lauren talk about the internet’s value exchange – what we gain and lose when it’s so easy to share our information. Is convenience hurting or helping us? The age of connectivity Today, it’s almost unimaginable to think about how your day-to-day life would look without the convenience of the internet, smartphones, apps, and fitness trackers; the list goes on and on. We live in the age of connectivity. We have the convenience to buy products delivered to our homes on the same day. We can consume content across thousands of platforms. We also have watches or apps that track our health with more granularity than ever before. The internet's value exchange In exchange for this convenience and information, we must share various kinds of data for these transactions and activities to take place. Websites and apps give you the option to “opt in” and share your data. They also often let you know that they are collecting your data. This can feel like an uncomfortable proposition and an invasion of privacy to many people. What does it mean to opt-in to a website or app’s tracking cookies? What value do we exchange? What opting in means for you Opting in to cookies means that you are allowing the app or website to track your online activity and collect anonymous data that is aggregated for marketing analytics. The data provides valuable information to understand users better to create better online experiences or offer more useful products and content. Granting access to “tracking” offers several benefits to users such as a customized, more personal user experience or advertising that is more likely to be relevant. For example, let’s imagine you have recently been using an app or website to plan a camping trip. By sharing your data, the website or app has visibility into what is interesting or useful to you which can lead to related content suggestions (best campsites) or relevant advertising and product recommendations (tents and camping equipment). It’s important to know that the marketing data collected when you opt in is extremely valuable. The revenue that advertising generates is often very important to websites and apps because this is how they make money to continue providing content and services to consumers. Data privacy practices Privacy concerns regarding how companies and developers use tracking information have risen over the last couple of years and have resulted in additional protection for consumers’ privacy while still allowing companies to improve their products and advertising. One big step in this direction has been simply making people aware that their data is being collected, why it’s being collected, and providing users with the option to share this data for marketing analytics through opting-in or not. Other important steps to maintain online privacy include formal legal legislation and self-regulation. The right to privacy is protected by more than 600 laws between individual states and federal legislation and the U.S. House Committee on Energy and Commerce recently voted to pass the American Data Privacy and Protection Act. Additionally, marketing organizations such as the Interactive Advertising Bureau and Association of National Advertisers regulate themselves with codes of conduct and standards given there is so much attention on privacy issues. Is the internet's value exchange worth it? The data that we choose to share by opting in has a lot of benefits for us as consumers. There are laws in place to protect our data and privacy. Of course, it’s important to be aware that data is collected and used for marketing purposes, but it’s also reasonable to share a certain amount of data that translates into benefits for you as well. The best data unlocks the best marketing. Contact us to tap into the power of the world’s largest consumer database. Learn how you can use Experian Marketing Services' powerful consumer data to learn more about your customers, drive new business, and deliver intelligent interactions across all channels. Meet the Experts: Lauren Portell, Account Executive, Advanced TV, Experian Marketing Services Sarah Ilie, Strategic Partner Manager, Experian Marketing Services Get in touch
We’re excited to introduce our new Q&A series, Ask the Expert! Ask the Expert will feature a series of conversations with product experts. We’ll spotlight and dive into the areas you care most about: identity resolution, targeting, attribution, and more. Our first segment features a conversation on Hashed Email. Jeff Tognetti, the Product Development Team Lead at DealerX joins us to chat with Experian’s Chief Revenue Officer, Chris Feo. Chris and Jeff review how to future-proof your identity strategy by exploring Hashed Email use cases, technical details, and offer an expert point of view on the cookieless future. Let’s review a few highlights from their conversation. DealerX’s use case When DealerX first started working with us, we focused on digital identity. DealerX wanted to understand the browsing habits of their first-party shoppers that relate to their clients: What they’re doing How they’re interacting with client sites and products Apply those learnings to target them across the web Eliminate ad fraud and targeting waste Our partnership gave DealerX the ability to take an anonymous consumer from anywhere across their portfolio of customers and understand who they are, while in an anonymous state. Then, they could activate on any channel where that consumer may be in the market for a product. This allowed DealerX to resolve who these people are as they browse the web, leading to reduced ad spend and targeting waste. This was the original and primary use case for DealerX when partnering with us. So, when did Hashed Email come into the mix for DealerX? Before we dive into the specifics, let’s take a step back and understand Hashed Email. What is Hashed Email? Hashed Email is a privacy-safe identifier that can further enrich the connection between the online (digital) and offline (real world) ecosystems. When paired with the Tapad Graph with access to Tapad’s universe of email data, it can provide maximum coverage for targeting and measurement when combined with IDs such as cookies, mobile ad IDs (MAIDs), connected TV (CTV) IDs, and IP addresses. Email hashing uses a method of coding to transform an email address into a jumble of numbers and letters so that it’s fully pseudonymized and privacy safe. Hashed emails can then be used as a digital identifier when a user is logged in to that email and trace their activity – without linking back to the user’s real email address. This allows marketers to collect data on their users and understand their behavior without knowing their email address – a win for both consumer privacy and marketer insight. DealerX & Hashed Email DealerX was one of our first customers to onboard Hashed Email to the Tapad Graph. Adding Hashed Email gave them a privacy-compliant way to work with identity and resolve what a user did on their site. This allowed them to gain insight into where an ad and impression was served; even the day and time these actions occurred. Now, we’re not the only data partner that DealerX works with. Many companies offer the notion of converting email to a digital ID in a privacy-safe way. How does DealerX evaluate the right data partner? Evaluating the right data partner When we say, ‘data partner,’ we’re referring to the data, the service, and the support. The most important characteristics to consider when choosing a data partner, according to DealerX, include: Technical prowess Efficiency Agility Scalability Why did DealerX choose to partner with us? Our services met the characteristics they were looking for in a data partner. We grew the product by iterating on features that worked best for Jeff and his team. The rollout was organized, efficient, and lacked bureaucracy, which can slow down an implementation timeline. While we started our relationship with DealerX as a vendor, now we're partners. How did we transition from vendor to partner? Transitioning from vendor to partner The key to a great partnership is trust. It’s tough to navigate an ecosystem with numerous companies that claim to have the same products and services. The relationship will start off as vendor-client, and both teams will get to know each other’s strengths and weaknesses. As the vendor makes your work seamless and offers an efficient implementation process, the relationship turns into a partnership. There’s more! This is just a taste of Chris and Jeff’s conversation. Visit the Ask the Expert content hub to watch a recording of the conversation. Stay tuned for future segments in our Ask the Expert series. We’re just getting started! Get in touch About DealerXIn just a few short years, DealerX has grown to serve 1,000’s of Tier 3 dealerships across all brands, enterprise partners and OEMs. Their keen approach to data, analytics, machine learning and programmatic initiatives have led DealerX to quickly become the most savvy player in the automotive space. DealerX has helped automotive retailers save 10’s of millions of dollars by avoiding fraud and eliminating wasteful ads pends, while dramatically reducing “cost per sale." In doing so, their partners significantly outperform those leveraging generic “one size fits all” competitive offerings. To learn more, visit their website at Dealerx.com.