Our next segment in our Ask the Expert series dives into the importance of data enrichment and its benefits across connected TV (CTV) advertising. Ask the Expert features a series of conversations with product experts where we focus on topics that matter the most in AdTech. In our latest segment, Natalia Irmin, Director of Strategic Data & Media Partnerships at a4 Advertising, joins us to chat with Experian’s SVP of Sales & Partnerships, Chris Feo.
a4 is an advanced advertising and data company that offers audience-based, multiscreen advertising solutions for local and national advertising businesses.
In their conversation, Natalia and Chris review:
- The benefits of data enrichment
- First-party data enrichment across advertising
- Data enrichment in CTV advertising
- How Experian and a4 work together
What is data enrichment?
Data enrichment enhances first-party data sets using third-party data sources. This process involves merging first-party data from internal sources with data gathered from other internal sources or from external third-party sources.
Examples of data that can be part of the enrichment process include:
- Demographic information
- Contextual signals
- Behavioral patterns
- Interests
- Purchase-intent
The more you know about your customers, the better equipped you are to reach them where they are with the right message. By enriching your data, you can enhance your messaging, provide personalized offers, and establish a loyal customer base.
First-party data enrichment across advertising
Businesses are transitioning from cookie-based third-party targeting to first-party data enrichment solutions as a result of cookie deprecation. When data enrichment is paired with internal first-party data, you can generate a more holistic customer profile.
a4 has a rich set of first-party data, based on the subscriptions to their services. a4 uses first-party data enrichment across advertising in two ways:
- Measure performance using their viewership data
- Advise their customers on where they should focus their advertising efforts based on the customer’s viewing behavior
a4 supports the enrichment of their customers’ first-party data so they can get the most out of their insights.With Experian’s privacy-first approach, a4 can continue to rely on their first-party data while protecting personally identifiable information (PII).
Data enrichment in CTV advertising
CTV advertising refers to digital advertising that appears through a streaming service during a viewer’s video content, like a movie or TV show. CTV ad campaigns allow businesses to personalize their digital marketing messages while the viewer watches content on various platforms. CTV offers a highly measurable opportunity to increase brand awareness.
Benefits of data enrichment in CTV advertising
Data enrichment provides three key benefits that can enhance targeting, personalization, and campaign effectiveness in CTV advertising.
Understand your target audience
By using enriched data such as demographic information, viewing behavior, and interests, you can gain deeper insights into your target audience, refine your targeting strategies, and create highly personalized ad experiences. Data enrichment also enables better measurement and optimization of ad campaigns, maximizing ROI.
Integrate enriched data with other marketing channels
You can integrate enriched data into CTV with data from other marketing channels. This enables the creation of comprehensive and cohesive marketing strategies that provide consistent messaging and enhance cross-channel targeting.
Enhance the value of ad inventory
Data enrichment can also benefit content publishers and broadcasters by enhancing the value of ad inventory and providing more targeted and effective advertising opportunities.
Enabling your marketers to target specific audiences will result in improved campaign performance. Through data enrichment, you can increase return on your ad spend and boost the value of your publisher’s ad inventory. a4 and Experian can help your business attract additional demand with audience enrichment. a4 uses Experian’s vast offering of audiences and combines it with Experian’s Graph. This data can later be used to activate across a4’s parent company, Altice’s owned and operated properties, as well as beyond Altice’s own footprint via premium publisher partners.
How Experian and a4 work together
a4 and Experian have a long-standing partnership that enables a4 to enhance its data. Through our Consumer View and Consumer Sync products, a4 can add audience attributes to its subscriber and viewer data to precisely pinpoint the audience that its clients are targeting. Experian helps a4 in building a comprehensive customer profile, which helps expand the customer base for a4’s advertising clients.
We form partnerships, like we do with Experian, to enhance our data further, so that we can combine the power of the viewership and exposure data for those other attributes that clients might need.” – Natalia Irmin, Director, Data & Strategic Partnerships, a4 Advertising
Through Experian’s audience attributes and Graph, a4 can assist advertisers in targeting audiences beyond their usual reach, creating a better user experience. a4 can personalize experiences and promotions to prioritize customers with a higher likelihood of making a purchase. By tailoring messages and promotions to individual customer preferences, businesses can improve their advertising efforts and deliver them through their preferred channels.
Watch the full Q&A
Visit our Ask the Expert content hub to watch Natalia and Chris’s full conversation about data enrichment and its benefits across the advertising world. In the Q&A, Natalia and Chris also share their thoughts on the importance of first-party data enrichment, addressability, and measurability in CTV advertising.
About our experts
Natalia Irmin, Director, Strategic Data & Media Partnerships, a4 Advertising
Natalia Irmin is the Director of Strategic Data & Media Partnerships for a4 Advertising. With over 10 years of experience working with data in the Defense, Finance, and Advertising industries, Natalia currently leads the a4 Strategic Partnerships team in the development of advanced data and media products in support of the organization’s media planning, buying, and advanced analytics business. Natalia holds an MBA from the NYU Stern School of Business and a Bachelor of Arts from Tel Aviv University in Israel.
Chris Feo, SVP, Sales & Partnerships, Experian
As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats!
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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
Verizon announced that they will be closing down their email business and migrating users to AOL over the next few months. With such an impending deadline it is important for email marketers to take action and consider the following steps to keep valuable email subscribers. Create a separate segment of all Verizon email addresses in your email automation platform. This will give insight into the size and ratio of this segment compared to your overall subscribers and helps you determine your strategy on acquiring their new email address. In your email campaigns make sure to use direct language in the subject line, the pre-header and header banner requesting that users update their email address either in a preference center or for them to create a new account If possible, make sure to link both the Verizon and new email address in your data-set to ensure that they are not treated as new when receiving future communication. As part of your email campaign strategy, be sure to target those who have not yet opened the email. We recommend sending two follow up emails using the previously created banners, and altering the subject line to encourage subscribers to take action. It is important to note that Verizon service users have been advised that they will keep their @verizon.net email domain if they switch over to AOL. If the user does not opt-in to the AOL service, then their email will be shut down and will subsequently bounce – if this happens then these should be removed from your dataset accordingly. For more information check out Verizon’s website here. If you are a client and have additional questions, please contact your manager or email us directly.