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
With online video viewing at an all-time high and television networks and system providers increasingly making video content available to those who don’t pay for television, many are wondering if we’re on the cusp of a massive spike in cord-cutting numbers. In our recent Cross-Device Video Analysis, Experian Marketing Services found that that 7.3 percent of all U.S. homes are cord-cutters, meaning they have high-speed Internet but don’t pay for TV. And the pace is increasing. In the last year alone, one million more homes joined the cord-cutter ranks bringing the total to 8.6 million households. It should come as little surprise that cord-cutting is on the rise. As we reported in our video viewing habits post, 57 percent of all American adults and 75 percent of Millennials now watch some sort of digital video during a typical week with the smartphone being the most commonly used device for watching video either streamed or downloaded from the Internet. Consumers thinking about cutting the cord will find an industry increasingly working to remove barriers that typically stand between cord-cutters and programming from their favorite networks — in exchange for a small fee. For instance, CBS recently announced the launch of CBS All Access, a digital subscription service that provides live and on demand viewing of CBS programming. And Dish Network launched Sling TV, an over-the-top pay service that allows cord-cutters to stream live and recorded programming from networks like ESPN, Univision, CNN, HGTV and more. With HBO announcing an April launch of their digital-only streaming service, HBO Now, March may be the last month that many pay for cable or satellite. If the cord-cutting ranks are, in fact, about to swell, a common question is: by how much? Experian Marketing Services estimates that there are currently 13.8 million Americans — representing 5.6 million homes — who are prime to cut the cord. Many of those individuals already have one foot out the door, if you will, given that they are more likely than average to say that they watch less television today because of the Internet. They are also more likely to watch HBO and be fans of at least one major professional sport making them good targets for Sling TV and HBO Now. Given that many cord-cutters already pay for Netflix and/or Hulu Plus, the net savings to those on the fence may be smaller than they think once they add up the costs they’ll assume from piecing together, à la carte, the various subscriptions and downloads required to keep watching their favorite programs. Whether or not we’re on the cusp of a major spike in cord-cutting, the fact is that consumers are increasingly getting their video content from digital sources and marketers need to understand where, how, when and what consumers are watching to ensure that their video campaigns are optimized for today’s digital consumer. For more information about cord-cutters and cross-device video consumption, including consumer receptivity to digital video advertising, download the Cross-Device Video Analysis.
Advertising Age recently released their annual Marketing Fact Pack, featuring data from Experian Marketing Services that looks at habits of digital consumers. This post highlights some of these findings. In the 2015 AdAge Marketing Fact Pack, we featured stats on key marketing and consumer trends impacting the advertising industry. Highlights include the lifestyle of the digitally connected consumer, including the habits of smartphone and television users, household and personal use of smart devices and the choice between becoming a cord-cutter and staying connected. An estimated 7.3 percent of U.S. households (8.6 million homes) today are considered “cord-cutters,” meaning they have high speed Internet but no cable or satellite television service. That number is up from 4.5 percent of households (5.1 million homes) in 2010, a comparative increase of 60 percent. Despite the growing number of consumers who use digital devices to watch video (as opposed to viewing on a television), it has not been enough to overwhelmingly convince all households to cut the cord. Instead, it seems as if the ability to stream or download video directly to the television is what ultimately seals the deal. As streaming devices like Roku, Apple TV, Amazon Fire TV and Google Chromecast become more common and as televisions themselves are increasingly connected to the Internet directly, we can only expect the number of cord-cutters to grow. To learn more about video viewing behaviors to improve your strategies for reaching digital consumers, register to join our upcoming webinar Online video: engaging consumers in a multi-screen world.
The next generation of mothers have emerged and they are under more pressure than ever before. In addition to balancing work and family life, moms have the added stress of making sure they are keeping their children safe in our digital-focused society. Moms today have access to a myriad of online information including communities where members can address everything from the elimination of processed foods from their family’s diet to whether or not to vaccinate their children. In a recent in-depth analysis, Experian Marketing Services identified five distinct segments of moms and revealed their attitudes, behaviors, motivations and media and consumer preferences. With these insights, marketers can effectively target and engage each segment with more personalized messages. Striving Moms – This segment accounts for 27 percent of moms. They are predominantly young, diverse, often single women who have confidence and aspirations of success. Fast facts: They commonly view money as the best measure of success They are more likely to have kids under the age of five They are tech-savvy and the segment most likely to say they need to be connected to the Internet from the minute they wake up until the moment they go to sleep They have a keen sense of fashion and are tuned in to current styles and consumer trends Conventional Moms – This segment accounts for 20 percent of moms. Although most of them have full-time jobs, family still comes first and faith plays an important role in their life. Fast facts: They are the most likely to drive an SUV or mini-van While discretionary income is plentiful, they have little interest in shopping They are active on social media; they like to post photos, write product reviews and read articles shared by friends They often turn to prepared foods or simple recipes to put food on the table due to their busy schedules Alpha Moms – This segment accounts for 19 percent of moms. They are high octane lean-in moms, early adopters and trendsetters with full-time jobs and packed calendars. Fast facts: They wear designer clothes, drive the latest model car or SUV and have the latest electronics They will do whatever it takes to keep a youthful appearance The environment is important is to them, and they are supporters of the arts They are heavy users of social media and leverage it to interact with brands and share opinions Modest Moms – This segment accounts for 16 percent of moms. Like conventional moms, they are family and faith-oriented but they have more modest means and prefer a simple life. Fast facts: They prefer to indulge their kids with the funds they have rather than buy shiny new gadgets Family and faith are the most important things to them Nearly one-third are stay-at-home mothers Their main source of entertainment is watching television They are heavy users of social media and leverage it to interact with brands and share opinions Maverick Moms – This segment accounts for 18 percent of moms. They are independent trailblazers who are not afraid to make unconventional life choices. Fast facts: They are environmentally conscious, spiritual and prefer to buy organic and natural products While they are the most likely to be stay-at-home moms, they are also the most likely to own their own business They lead uncomplicated lives and use technology and social media with caution They prefer to postpone purchases for special occasions and have no trouble saying no to their kids Want more insights? Check out The Mom Report for deeper insights into the attitudes, behaviors, motivations and media and preferences of these five types of moms. You’ll discover tips to help target your best customers and craft messaging and offers that are sure to resonate.