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.
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CASL will come into force in phases starting July 1, 2014 The information below should not be considered legal advice. Please consult with appropriate legal counsel before relying upon the compliance information provided below. As of December 2013 both regulators responsible for implementing Canada’s Anti-Spam Law have finalized their regulations. Industry Canada’s guidelines confirm all but one of the expected exemptions, provide needed clarifications to key requirements and delay implementation of the more controversial aspects of the law. Over the past two years we have been updating you on CASL’s developments and efforts by industry groups to address unclear or onerous aspects of its proposed regulations. With Industry Canada confirming all but one expected exemptions and providing detailed guidance in its Regulatory Impact Analysis Statement, marketers should now have an easier time preparing. Here is a summary of key points for Industry Canada’s final regulations: i. CASL will be implemented in three phases: a. The majority of CASL comes into force July 1, 2014; b. The rules that apply to computer programs will come into force January 15, 2015; and c. The private right of action takes effect on July 1, 2017. ii. Industry Canada has provided interpretive guidance on several issues under CASL, including: a. The definition of a "CEM"; b. The application of CASL to express consent obtained before CASL comes into force; c. The application of CASL to IP addresses and cookies; and d. The interaction between the unsubscribe requirement and implied consent. iii. New exceptions have been added for: a. Closed platforms, which would appear to apply to platforms such as BlackBerry Messenger and social medial networks; b. Limited-access accounts, where organizations communicate directly with recipients (e.g., online banking); c. Messages targeted at foreign persons; and d. Fundraising by charities and political parties. A surprising exclusion of the ‘Reasonable Knowledge’ exemption In its draft regulations, Industry Canada sought to exempt foreign senders in instances where the sender could not reasonably know that the message would be received in Canada, particularly when the recipient does not typically access email within Canada or through Canadian systems.[1] However, in its final rulemaking the Department chose to nix this exemption as “unnecessary,” choosing instead to exempt messages routed through Canada into a foreign state. [2] This omission may create challenges for marketers in situations where it’s not possible or practical to collect country of origin information.[3] We expect further clarification on this concern from Canadian regulators in the coming months. For detailed information please visit the Canadian Government’s informational website. For summary information please see the following links: http://news.gc.ca/web/article-eng.do?nid=798829 http://blog.deliverability.com/2013/12/canadas-anti-spam-law-casl-is-now-a-done-deal.html http://www.cauce.org/2013/12/canadas-anti-spam-law-coming-into-force-june-2014.html If you would like to discuss CASL’s email-related issues, please email us at digitalprivacy@experian.com or reach out to us through your account teams. [1] Archived http://www.gazette.gc.ca/rp-pr/p1/2013/2013-01-05/html/reg1-eng.html [2] See Limited Exclusions section of Industry Canada’s Regulatory Risk Impact Assessment, http://fightspam.gc.ca/eic/site/030.nsf/eng/00271.html [3] If a consumer uses a global inbox provider like Google a sender will be challenged to determine where the email is accessed. And since reverse IP geo-location records may be outdated or inaccurate, new technologies and customer self-identification processes may be needed.
Watch our video chat with John Fetto as he shares insights from the Deal Seekers Report. This new report provides an analysis on the six deal-seeking consumer segments and information that savvy marketers need to know about them in order to more effectively target, reach and engage each group. Download the free report and watch John Fetto share some of the data:
As more consumers take pictures, make phone calls, read books and listen to music on smartphones and tablets, these devices replace the functions of the traditional gifts of years past. Read on to learn about this holiday’s hottest products and check out our recent Hot Holiday Products webcast to gain insight into how to capture more consumer visits during this busy season. Hot this week: Experian Marketing Services' analysis of online search trends this holiday season indicates that tech gifts are increasing in popularity this season. Smartphones and tablets rise to the top of the hot product list, as their functionality replaces that of traditional holiday gifts like cameras, books, clocks and stereos. New gaming consoles releasing this season, the Xbox One and PlayStation 4, are among the hottest products for 2013, with PlayStation currently in the lead. Tablets are also popular and the iPad is in the lead. Searches for iPad outperform those for Galaxy by a margin of more than 4:1. Hot holiday products With a scant 26 shopping days this holiday season, retailers need to identify hot products even faster than usual in order to run appropriate promotions and keep shoppers happy. Every year, Experian Marketing Services identifies the “hot products” that consumers want based on online searches driving traffic to the Hitwise® Retail 500, a grouping of the top online retail sites. This year, like last, the immediately recognizable footwear brand Ugg claims the top position on our list, as of November 9th. A new pair of cozy boots may sound nice as temperatures dip, but gadgets and electronics are what consumers are really hot for. Driving demand are two new major gaming consoles that hit the market this season. After several years without a major update, Microsoft will release the Xbox One and Sony will release the PlayStation 4. High consumer anticipation for both consoles won the PS4 and Xbox One a spot at number two and number three, respectively, on our hot products list. As of November 9th, variations on searches for PS4 were about 50 percent higher than search variations for Xbox One; however, the new PlayStation hits stores a week before the new Xbox, so this may change once both consoles have shipped. With smartphones and digital tablets performing the functions of traditional gifts of years past, such as cameras, stereos, books, watches, etc., it’s no surprise that the iPhone 5S, iPhone 5C and the new iPad Air are solid contenders on the hot product list. Likewise, the old-fashioned pedometer has been getting increasingly high-tech to the point where Fitbit, the wearable fitness tracker that links to your smartphone via Bluetooth, is the number four item on our list and searches this year are nearly three times what they were at this point in 2012. But not all of this season’s gadgets are high tech. In fact one of the hottest gadgets burning up the Web this season is about as old school as you can get: the loom, the Rainbow Loom, to be exact. We’ll cover this hot product in more detail in a bit, but it’s the number seven product on our list and one that every marketer targeting kids needs to have on their radar. Electronic spotlight With the tablet market heating up, iPads still enjoy a comfortable lead in terms of overall search. In fact, as of November 9th, search variations for iPad were more than four times higher than the nearest tablet competitor, the Samsung Galaxy. The Galaxy, however, overtook the Kindle Fire back in April of this year to become the second most searched for tablet. Tech Junkies, the segment comprised of online adults who visit technology review websites and technology content sites, are naturally more inclined to search for electronics and gadgets of all sorts, but they are even more disproportionately apt to be searching for Google and Microsoft products. For example, while Tech Junkies are 69 percent more likely than the average online adult to be searching for “iPad Air,” they are 2.7 times more likely to be searching for “Nexus 7” and 1.3 times more likely to be searching for “Galaxy Note 3,” two Android-powered tablets. Microsoft’s new tablet, the Surface 2, is also searched for by Tech Junkies at rates double that of the average online adult. Toys! Toys! Toys! When it comes to toys, it’s all about rubber band bracelets. In fact, four of the top 10 hot toy searches are tied to this trend. The Rainbow Loom and Crazy Loom (or Cra-Z-Loom, rather), are handheld looms that the young and the young-at-heart use to make rubber band bracelets (think: friendship bracelets) and other crafty creations. Since the start of the current school year, loom-related searches have taken off much to the ire of school administrators who have increasingly taken to banning the item from school premises. Video games aren’t just for grown-ups; they’re also for kids. The Skylanders SWAP Force and Disney Infinity are two sought after kid-friendly video games this year. Both allow players to bring physical action figures to digital life in video games. This is the third game in the Skylanders series and the first of its sort for Disney. Visit and bookmark http://ex.pn/hhp for up-to-date trends on hot products this holiday season, as well as a list of the top 20 online retailers capturing the greatest share of visits to the Hitwise Retail 500. We’ll update the data every Monday, so check back often!