When we launched our data marketplace earlier this year, we set out to transform how the industry discovers and activates privacy-safe audiences and maintains addressability across display, mobile, and connected TV (CTV). Yieldmo was one of the first adopters and their story speaks volumes about what’s possible when flexible tech meets premium data.
Large retail brand boosts in-store traffic with Yieldmo and Experian
Yieldmo, an advertising platform known for its inventive, AI-powered creative formats and privacy-first inventory, partnered with Experian to support a leading athletic retailer’s campaign focused on driving in-store traffic. The goal? Attract in-store shoppers likely to purchase from competitors, particularly during key sales windows.
Using Experian’s Audience Engine platform, which includes our proprietary and third-party data marketplace, Yieldmo built a high-performing, self-serve targeting strategy that included both conquesting and in-store shopper segments. With the ability to easily combine Experian Audiences and Partner Audiences, like those from Alliant, Circana, Webbula, and Sports Innovation Lab, Yieldmo quickly built precise apparel and footwear audiences. Using Experian’s identity graphs in Audience Engine, Yieldmo increased cross-channel addressability to maximize campaign scale and impact.
“Experian’s data marketplace in Audience Engine fills a critical gap, letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast. The platform is flexible and the support is hands-on and reliable.”
Abby Littlejohn, Director of Sales Planning at Yieldmo
With self-serve setup that cut down manual work, the ability to build highly tailored audiences, and expected lift in store visits, Experian helped the team achieve standout results.
“We selected Experian as our primary third-party data partner based on contract ease, audience quality, and speed. Through Experian, we can find high-performing audiences from multiple providers that meet our client’s targeting objectives. We include Experian audience segments in 80% of formal RFP proposals and are in active discussions on how to optimize for future campaigns—making Experian a go-to partner for third-party targeting.”
Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo
More data, more reach: Experian’s data marketplace fuels smarter targeting across ad platforms
Today, just months after launch, Experian’s data marketplace is gaining traction across the ecosystem.
Over 10 platforms, including leading supply-side platforms (SSPs) and TV platforms such as Madhive, OpenAP, and Optimum, are now actively utilizing our data marketplace to enhance their activation capabilities. As privacy rules tighten and many identity signals start to fade, a lot of activation platforms are finding it tougher to reach their audiences. This is where our data marketplace shines, with one of the most comprehensive identity graphs out there, 126 million households, 250 million individuals, and over four billion active digital IDs, we make it easy to activate audiences while keeping addressability high across channels. We preserve accuracy when scaling to digital IDs via our identity graphs since Experian is rooted in offline data, which provides better connections and smarter targeting.
“Our long-standing partnership with Experian and breadth of Experian’s data marketplace, combined with the interoperable, direct matching methodology of our Open Identity solution, make it possible for OpenAP to enable advertisers and agencies to use best-in-class data partners to build audiences with the highest fidelity and consistently reach audiences at scale wherever they are consuming content across premium video.”
Chris LoRusso, Chief Business Officer at OpenAP
Experian’s data marketplace has grown to include over 20 premium data providers, such as:
“We’re thrilled to bring PlaceIQ’s privacy-first, visit-based audiences to Experian’s marketplace, giving brands quick and easy access to high-intent shoppers. From recent big-box customers to yoga-studio regulars, advertisers can add real-world relevance to campaigns across every channel.”
Brian Bradtke, Head of Partner Development, Precisely PlaceIQ
These partnerships bring unique value to platforms looking to understand and engage audiences more effectively, whether through physical location intelligence, sports and fandom insights, or behavioral intent signals.
What’s next
We’re focused on expanding our data ecosystem and helping platforms and marketers turn fragmented data strategies into a unified competitive advantage. If Yieldmo’s story is any indication, this is just the beginning. Let’s connect and explore how Experian’s data marketplace can help you drive more revenue, scale your audience reach, and stay ahead of privacy shifts.
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The concept of identity resolution has emerged over the years as a strategic imperative among marketers and technology vendors. A report by Forrester contends that accurately establishing and maintaining customer identity is one of the most perplexing challenges facing marketers today. Customers have footprints in the offline and online worlds and tend to seamlessly transition across various channels and devices – presenting a unique challenge to truly understand who they are. But the ability to stitch these disparate components of information together means marketers can make better decisions and have more meaningful interactions with their customers. And for customers, this means an experience with personalized advertising content more likely to resonate with them. Why should marketers prioritize identity? The ability to accurately identify customers is the most basic prerequisite for marketing analytics, orchestration and execution. As such, it is becoming increasingly important for brands and marketers planning to link together disparate systems of audience insights and engagement to foster a more seamless and personalized omnichannel customer experience. For example, if an advertiser can identify a customer’s interests, as well as how that person prefers to consume information, then the advertiser can create and deliver messaging that will resonate with the customer. However, like most competitive differentiators, the mission critical components to accurately determine an identity reside within the suite of identity management tools at the marketers’ disposal and the expertise required for proper execution – a struggle for most marketers. But when properly implemented, a comprehensive customer identity strategy can be among a brand or marketer’s most valuable and proprietary assets. Where to begin with identity resolution? With the convergence of CRM platform data, cross-channel online touchpoints, offline record linkage management, probabilistic cross-device graphs, and data onboarding—evolving from point solutions to unified platforms—marketers are faced with an increasingly complex set of challenges in addressing and solving for customer identity management. To properly implement from the get go, and to avoid having to bolt on disparate technologies down the road, emerging industry trends and success stories suggest marketers need a neutral technology service provider that can provide each of these solutions via a single, unified platform. A vendor that can build a solid identity management foundation comprised of omni-channel targeting and attribution, cross-device resolution, online-offline linkage management, and data onboarding form the nexus of a cohesive identity strategy, built to last. Experian helps connect consumer identity As a trusted name in data and information services for more than 40 years, we are committed to privacy by design and the responsible usage and security of data. Whether you’re a brand, agency, or publisher, Experian has the wide-ranging toolset to help you put people at the heart of your business and make better marketing decisions. By harnessing the power of the sum of these parts, fusing both offline and online identifiers and attributes, Experian has established a leadership position in identity management. If you’re ready to begin building your identity foundation, contact us and get started today! Learn more about why identity matters to marketers and consumers, here! Contact us today
Tapad, part of Experian, partners with Flashtalking to create impactful attribution modeling strategy
FeaturedPartnership 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.” Contact us today
Tapad, part of Experian, partners with Freckle IoT to enable cross-device offline attribution for brands
FeaturedThe 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.” For more information on Freckle IoT’s measurement offerings, please visit www.freckleiot.com. Contact us today