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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Tracey Scheppach's new marketing and media practice leverages Tapad's device-level data to help clients achieve "marketing nirvana" NEW YORK and CHICAGO, April 5, 2017 /PRNewswire/ — Today, Tapad, now part of Experian, is the leading provider of unified, cross-screen marketing technology solutions, and Matter More, a next generation marketing and media practice with deep experience in the advanced TV space, announced a strategic partnership to bring together world class digital data and audience development expertise to help marketers improve how they connect with consumers. As consumer behavior continues to expand across multiple devices, today's marketers need robust, comprehensive data solutions to accurately engage the people who matter most to their brands. At the same time, the TV industry has reached an advertising tipping point, capitalizing on the power of device-level data. "Achieving unduplicated reach and frequency across all channels with true addressability, and the ability to measure outcomes, is marketing nirvana," says Tracey Scheppach, CEO and co-founder of Matter More, a new agency built for the modern age. "The best opportunity to deliver 'marketing nirvana,' at scale, is by partnering with Tapad and using their world-class Device Graph to help our clients simply matter more to the people they care about most." "By leveraging our access to rich TV data, we can now measure the actual performance of media across channels," says Marshall Wong, SVP, TV for Tapad. Tapad's proprietary Device Graph™ unifies consumer behavior data across all devices, uncovering the interests, passions and behaviors of the audiences who matter most. As with any data solution, privacy, transparency and trust are crucial to bringing marketers a solid offering that delivers results. "Tapad is excited to partner with Matter More to tap into their knowledge base and experience working with some of the largest brands on TV today," says Kate O'Loughlin, SVP and GM of Tapad's media division. "The time has come to truly unleash the power of device-level data at scale." Contact us today
Ensure you understand privacy compliance pitfalls with special attention on shopping cart abandonment emails.
Partnership combines customer connections and cross-device scale to deliver more strategic customer insights NEW YORK AND CHICAGO — March 16, 2017 – Signal, the global leader in customer identity, today announced a partnership with Tapad, now part of Experian and the leading provider of unified, cross-screen marketing technology solutions. This global integration extends device connectivity for Signal’s clients across North America, APAC and EMEA by leveraging Tapad’s proprietary Device GraphTM. With Signal’s Customer Identity Solution, brands benefit from more visibility of known customers, lower costs to reach those customers and decreased expenses and data loss that often results from using multiple vendors. Integrating with Tapad’s Device Graph, which connects billions of devices, enables Signal clients to build an even broader view of their known customers across multiple devices. This integration combines Signal’s customer identity scale with Tapad’s device scale to expand the reach of addressable media channels and enhance customer journey insights across touchpoints. Tapad and Signal were able to drive incremental device connections for more than 65 percent of customer profiles, linking an average of 6.8 browsers and devices per customer. With this combined data set, Signal clients can expand their authenticated view of a customer to all associated devices and realize more strategic insights into their high-value users. The partnership also allows Signal’s clients to integrate in real-time with Tapad’s media platform, Unify. This proprietary technology enables advertisers to make real-time activation and buying decisions with maximum scale, as well as automated reporting and measurement. “Continuously recognizing customers across devices instantly and in a privacy-safe way is essential for marketers to stay competitive,” said Marc Kiven, founder and CRO of Signal. “We are thrilled to enter this unique, global partnership with Tapad, enabling our clients to access their technology and more effectively reach customers in real-time and at scale.” “Being able to leverage a persistent view of customer connections across devices is a huge challenge for brands,” said Pierre Martensson, SVP and GM of Tapad’s global data division. “With Tapad, Signal is now able to connect with the billions of existing data points in our device graph to help clients better understand customer behavior and realize even stronger customer engagement.” Contact us today