Experian, the leader in powering data-driven advertising through connectivity, is thrilled to unveil our latest solution, Digital Graph and Marketing Attributes. This joint solution supplies marketers and platforms with the insights and connectivity needed to understand who their customers are and reach them across digital channels.
The uncertainty around third-party cookies in Chrome and the overall decline in signal complicates the industry’s ability to reach the right consumer. Omnichannel media consumption results in scattered data, making it harder for marketers and platforms to understand consumer behavior and reach them across channels. These challenges call for a comprehensive solution.
Our Digital Graph and Marketing Attributes solution addresses these challenges by providing identifiers for seamless cross-channel engagement. By adding Marketing Attributes, like demographic and behavioral data, marketers and platforms also gain a better understanding of their customers. This solution uses Experian’s Living Unit ID (LUID) to combine offline and digital data, giving customers deeper insights into consumer behavior, greater audience reach, and improved cross-channel visibility.
Benefits of Digital Graph and Marketing Attributes
Both our Digital Graph and Marketing Attributes provide value to clients as standalone products. When clients license our Digital Graph and Marketing Attributes joint solution, they have more data at their fingertips, unlocking:
- Consumer connectivity: When clients license Experian’s Digital Graph, they get access to digital identifiers like mobile ad IDs (MAIDs), connected TV (CTV) IDs, hashed emails (HEMs), and universal IDs so they can target the right consumers with the relevant messages across all digital media channels.
- Consumer insights: Experian’s 5,000 Marketing Attributes provide our clients with detailed consumer information and insights, such as age, gender, purchase behaviors, and content consumption habits. Marketing Attributes help clients create more relevant messaging and informed audience segmentation.
Client examples
How OpenX offers richer targeting and more connectivity with Experian
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in audience, data, and identity-targeting. With industry-leading technology, exceptional client service, and extensive scalability across all formats, including CTV, app, mobile web, and desktop, OpenX has a legacy of innovating products that enhance buyer outcomes and publisher revenue while addressing complex challenges in programmatic.
In recent years, OpenX has licensed Experian’s Digital Graph with identifiers, contributing to the SSP’s largest independent supply-side identity graph, which offers advanced audiences to buyers and improved data resolution to content owners.
More recently, OpenX licensed Experian’s Marketing Attributes to enrich its supply-side identity graph, which includes IPs, MAIDs, and client IDs, with a variety of attributes. This strategic move has helped OpenX’s clients benefit from enhanced consumer insights and addressability, in turn delivering greater reach to the demand side and higher revenue for publishers, despite industry signal loss.
“We built on our long-term partnership with Experian to enrich our digital IDs with Experian’s Marketing Attributes, which help provide buyers better insights to audiences, thereby helping our publishers monetize their inventory. With partners like Experian, OpenX effectively facilitates the value exchange between demand and supply, ensuring our partners are able to drive results for their business in the era of signal loss”
Craig Golaszewski, Sr. Director of Strategic Partnerships, OpenX
How StackAdapt licenses our product bundle to address three different use cases
StackAdapt is the multi-channel programmatic advertising platform trusted by marketers to deliver exceptional campaigns. They drive superior results through a variety of solutions, like contextual and first-party targeting, brand lift measurement, and optimization through insights.
StackAdapt licensed a similar yet unique product combination, our Digital Graph and our Audiences. StackAdapt uses the Digital Graph to allow clients to onboard their first-party data in a seamless, self-serve manner that allows them to further segment their data using Experian Audiences.
“StackAdapt has been recognized as the most trusted programmatic platform by marketers, and with the integration of Experian’s Digital Graph and Audiences, we are strengthening our leadership in the space. This partnership improves our ability to deliver precise cross-channel segmentation, reach, and measurement, helping advertisers run more successful campaigns. Our collaboration with Experian allows us to offer a differentiated solution in the market and ensure our clients can deliver the most precise and impactful ads to their audiences.”
Denis Loboda, Senior Director of Data, StackAdapt
We recently announced a new partnership with StackAdapt. This collaboration brings the power of Experian’s identity graph, syndicated and custom audiences directly to the StackAdapt platform. Read the full details in our press release here.
Four ways to use Digital Graph and Marketing Attributes
When these two products come together, our clients have a 360-degree view of their consumers, which helps them power four critical use cases:
- Analytics and insights: Learn more about your consumers by connecting our Marketing Attributes with our Digital Graph’s identifiers. For example, a retailer can discover that their recent customers over-index as pickleball fans and players, leading the retailer to sponsor a professional pickleball event.
- Inventory monetization: When supply-side partners know their audience better, they can attract advertisers in search of that audience. For example, a publisher might find out that their audience is full of pickleball fans, leading them to reach out to brands that want to reach this audience.
- Activation: Companies with access to more digital identifiers from our Digital Graph can reach more people, while controlling frequency across channels. A company might know that they want to reach pickleball fans. Now, they have the digital identifiers needed to reach pickleball fans across all digital channels where they consume content, leading to increased reach.
- Measurement and attribution: Use the Digital Graph’s support for various digital identifiers to understand all consumer touchpoints, from media impressions to conversions. Then, lean on our Marketing Attributes to determine who your messaging resonated with. For example, a company uses our Digital Graph to know if it was the same individual who was exposed to an ad on CTV and converted via e-commerce. On top of that, the company can use our Marketing Attributes data to find out that the people who purchased were overwhelmingly pickleball fans.
Connect with us to learn more about how our Digital Graph and Marketing Attributes joint solution can provide the data and insights you need to create, activate, and measure cross-channel media campaigns.
Latest posts
Tapad, a part of Experian and the future of cookies Earlier this week, Google announced plans to create “.. a path towards making third-party cookies obsolete”; which will result in the phasing out of support for third-party cookies in its Chrome browser within two years. While there has been much discussion and debate on the future of the third-party cookie, an announcement from Google has been anticipated for some time. As many have said this week, the use of cookies and other identifiers has and will continue to evolve. What will never change is the value exchange between publishers and consumers that is enabled by relevant advertising. Notably, the need for independent companies to develop solutions that enable this value exchange has never been greater to ensure that publishers, consumers, and advertisers derive the most value from their relationship. We are well-positioned for the future. From the start, Tapad, a part of Experian has led with a consumer-first, privacy-centric approach to technology as the use and proliferation of devices and global privacy regulations continue to evolve. Over the past two years, Tapad, a part of Experian has gone through a technical overhaul. Calling on almost ten years of expertise in identity resolution, we have created a modern platform that is flexible in terms of identity input as well as output. Anticipated change in the identity landscape was the driver behind our architecture decisions and what enables us to be responsive to a dynamic market. Consumer behavior and device use continue to change, bringing additional digital IDs into the equation – namely across the mobile and CTV environments. Our technology, however, is not tied to any specific type of identifier, but rather is focused on associating disparate identifiers at the individual and household level. Where do we go from here? Google’s announcement has been characterized as a conversation starter, but we see it more as a call to action. With a timeline set, there is a need to converge on one or more solutions that can scale across the web. In a post cookie world, publishers and advertisers will continue to require ways to create fair marketplaces across platforms and devices. Further, the platforms that currently power the programmatic advertising ecosystem will need to be able to invest and differentiate to bring value to their customers. Scaled privacy-safe identity solutions will be needed not only for classic targeting, attribution, measurement, and frequency capping use cases but also to carry consumer preferences and consent. Tapad, a part of Experian will continue to play a leading role here. However, we are not going to do this alone. As solutions around Google’s Chrome browser evolve, we will continue to take a leadership position and will work with Google, key industry groups, partners and customers to meet current and future needs for an independent identity solution at scale. In the meantime, we will continue to support an independent ecosystem where consumers come first and privacy standards are a priority. It’s business as usual…for now. There will not be any changes to our graph products or services as a result of Google’s announcement in the near term. Any changes related to the Chrome third-party cookie will evolve and will no doubt be subject to significant industry participation and feed-back, indeed at the invitation of Google. We will proactively communicate any changes and product updates during this time period. We look forward to the opportunities resulting from these changes and ushering in a new era of identity resolution in digital advertising. Get started with The Tapad Graph For personalized consultation on the value and benefits of The Tapad Graph for your business, email Sales@tapad.com today!
Tapad's integration with Knorex's XPO™ platform will complement cross-channel optimization capabilities for brands and agencies in the U.S. and APAC markets NEW YORK and SINGAPORE, Dec. 10, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, has partnered with Knorex, a leading provider of digital performance marketing. Knorex's self-service online advertising platform, Knorex XPO™, enables marketers to advertise globally in real-time across different media channels, formats, platforms and devices. Tapad's global, privacy-safe digital cross-device solution, The Tapad Graph, will compliment Knorex XPO™'s own device data set for enhanced marketing capabilities. For Knorex, the integration enables their brand direct and agency customers to gain a more accurate understanding of consumers across devices to reduce campaign inefficiencies and duplication, and to effectively manage frequency capping and attribution. Abhishek Kumar, VP of Engineering at Knorex commented, "Today's digital consumer is raising the bar for marketers. With increasing marketing complexities and consumer device usage, this integration enables marketers to understand the consumer decision journey with heightened ease. Our combined offering will empower agencies in the APAC and US markets, providing an improved marketing solution that will help to streamline their efforts." Abhay Doshi, Head of APAC at Tapad added: "The Tapad Graph, when integrated with the Knorex XPO platform, should not only help U.S. and APAC marketers optimize campaign performance through cross device marketing – but also increase the opportunity for brands to reach out to their target customers within a desired time." To learn more about Tapad and our digital identity resolution capabilities, visit https://www.experian.com/marketing/consumer-sync About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph and its related solutions provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Tapad is recognized across the industry for its product innovation, workplace culture, and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore, and Tokyo. About KnorexKnorex provides programmatic advertising products and technologies to advertising buyers worldwide. With its cloud-based online advertising platform, Knorex XPO™ enables ad buyers to self-serve and advertise real-time across the globe regardless of the media channels (social, search, OTT/CTV, video, web/mobile etc.), ad formats (display, native, search, social, video etc) and devices (desktop, laptop, smartphones and tablets) to deliver personalized marketing messages to the target audience in an automated way, powered by machine learning/AI. Underpinned by a multi-layered data-driven approach, XPO simplifies the execution and optimization of marketing campaigns, while delivering measurable and attributable performance. Contact us today!
Tapad, now part of Experian, technology now powers Lifesight's real world intelligence platform with cross-device and reach expansion in the Asia Pacific Region SINGAPORE, Nov. 20, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new partnership with Lifesight, a leading provider of real world intelligence for advertisers in the Asia Pacific region (APAC). With the combined offering of The Tapad Graph, Tapad's global, privacy-safe digital cross-device solution, and Lifesight's real world intelligence platform, brands and agencies across APAC can benefit from better consumer targeting, expanded reach for targeted audiences and web-to-mobile footfall attribution. Through this multi-layered offering, Lifesight's brand and agency partners can access an omnichannel view of consumers' paths to purchase, thereby enabling them to increase the reach, measurability and ROI of their advertising campaigns. Rohit Maheswaran, Co-founder of Lifesight commented, "The consumer journey is getting increasingly more complex with ever changing digital and physical world behaviours, making it difficult for marketers to make strategic marketing spend decisions. That's why it's our mission at Lifesight to empower the brands and agencies within the APAC market to achieve better targeting and measurement capabilities, and our partnership with Tapad will help further this cause." Abhay Doshi, Head of APAC at Tapad added, "The Tapad Graph, which enables a unified view of consumers across their multiple digital devices, has a reach of 1 billion devices across the APAC market today. Paired with Lifesight's consumer insights of more than 500 million unique devices, this valuable partnership will offer the market extended consumer reach and prove beneficial to brands and advertisers across APAC who have historically struggled with resolving attribution." To learn more about Tapad and our digital identity resolution capabilities, visit www.experian.com/marketing/consumer-sync About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About Lifesight: Lifesight is Asia's leading real world intelligence company that helps marketers understand, target, and measure consumers based on their real world behaviour. Lifesight's robust platform and data solutions power business decisioning, audience activation, footfall measurement, and in-depth location analytics for leading brands and enterprises. The company is headquartered in Singapore with a rapidly expanding footprint in the Asia Pacific region operating in India, Malaysia, Indonesia, UAE, Saudi Arabia, Thailand, Philippines, Vietnam, Japan, Australia and New Zealand. To learn more, visit https://www.lifesight.io/ Contact us today!