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!
Latest posts
Strong Revenue Performance and Thriving Culture Contribute to Industry Recognition NEW YORK, Sept. 15, 2016 /PRNewswire/ — Tapad, the leader in cross-device marketing technology and now a part of Experian, was named a top company on Inc. Magazine’s list of the 5000 fastest-growing private companies in the U.S. In addition, Tapad won the TMCnet 2016 Tech Culture Award. The exclusive Inc. 5000 ranking highlights the fastest-growing privately-held* companies in America. These distinguished companies have achieved success in strategy, service and innovation. TMCnet recognizes talented tech professionals who are committed to building a culture that prioritizes employee growth, collaboration and engagement. Tapad continues to broaden their presence into new markets, having launched in APAC earlier this year, as well as continuing their European expansion. Tapad’s proprietary technology, The Device Graph™ is leveraged by more marketers and brands to understand digital engagement across devices. The company’s rapidly expanding client base includes numerous Fortune 500 company brands as well as all four major advertising holding companies in the U.S. “We have an exceptional team of innovative people who are all working very hard to achieve the kind of results these publications are recognizing,” said Tapad CEO and Founder, Are Traasdahl. “Given that, we have an even greater responsibility to our talent to create an environment that fosters innovation and nurtures open communication. Ultimately, this is how we will continue to reach our very ambitious goals of becoming the world’s leading unified marketing technology provider.” Tapad’s award-winning work culture is defined by its gold-standard benefits which include a six-month parental leave policy, unlimited vacation time, company-sponsored meals and office space designed to facilitate collaboration and open communication. Tapad’s highly talented team has also received multiple customer service awards in 2016. These awards include the iMedia ASPY awards for Best Customer Service and Best Mobile Partner as well as recognition from The Communicator Awards of Excellence in Interactive Media. *Prior to Tapad’s acquisition by Telenor in February 2016. Contact us today!
The Tapad Device GraphTM Had Twice the Precision and Three Times the Scale as Next Competitor New York, September 14, 2016 – Just-released findings of a Hotels.com® study revealed that Tapad’s (part of Experian) cross-screen marketing technology achieved the highest levels of precision and scale among competitors. According to the leading online accommodation booking website, after a rigorous, three-and-a-half month vendor analysis, Tapad achieved twice the precision of the next highest-scoring cross-screen offering and three times greater scale. The two other companies evaluated were not named. Said Helene Cameron-Heslop, Senior Manager of Analytics of the Hotels.com brand, “Our team implemented an extremely rigorous vetting of open, cross-screen technology vendors. At the outset, we assumed we would have to compromise on either scale or accuracy – particularly given the importance to our brand of operating in a privacy-safe setting. We were surprised to find a complete package, but Tapad’s Device Graph won out on scale, accuracy and privacy; making our choice of partners very clear.” In another metric critical to the Hotels.com brand, The Tapad Device GraphTM was eight times more “unique” than the next closest offering, meaning Tapad’s graph was found to have a much greater number of connections not seen in any of the other graphs. In addition to precision, uniqueness and scale, the Tapad Device GraphTM was found to have: ● 100% higher recall● 47% more incremental matches● 53% higher North American market coverage● 101% higher F-Score* “A valuable cross-device solution should enable partners to get everything they’re looking for from a single vendor,” said Tapad Founder and CEO, Are Traasdahl. “We are deeply impressed with how thorough Hotels.com was in their vetting, and we confidently tackle the complex challenges of the martech industry thanks to our superior technology. Everyone loves a bake-off, and Tapad is no exception – delivering best-in-class results in areas that really count.” *F-score is a statistical measurement that takes precision and recall together. The calculation is 2*(precision*recall)/precision + recall). It gives you one number instead of two numbers to look at and judge performance. Contact us today
As many folks within the email eco-system probably know by now, Spamhaus, an organization known for compiling several widely used anti-spam lists, has been extremely active this week. Over the past week, Spamhaus has listed a number of potentially hazardous IP addresses used by some of the world’s largest email service providers due to the way their newsletters signups are set up. According to most of the listings, Spamhaus has stated: Unfortunately, the said newsletter service is not verifying the email address of new subscribers. Due to this, the service can be easily abused to "listbomb" internet users. Problem resolution ============================ The newsletter service needs to clean up their email address list and ensure that bulk emails are only being sent to recipients who have verifiably subscribed to their bulk email service. In addition, the newsletter service should take appropriate actions to prevent further abuse of their service: a) Implementing CAPTCHA to prevent automated subscriptions b) Implementing Confirmed Opt In (COI) to prevent abusers from adding random email addresses to the newsletter service that are not owned by the subscriber For the most part these listings should not directly impact marketers’ current ability to send their campaigns and reach their customers as they are listed as “warnings” within the Spamhaus system. What is important to understand is that these types of listings will likely continue to happen as Spamhaus has seen a dramatic increase in malicious use of newsletter sign-ups to "email bomb" various addresses, especially government (.gov) domains. While we understand that implementing CAPTCHA, or COI into any marketing system is not something that can be done quickly, Experian Marketing Services has recommended that our clients begin to investigate how they can potentially implement this process into their newsletter sign-ups. By asking customers to simply perform the CAPTCHA check, it will not only protect marketers from adding addresses from automated signup systems, but will also reduce the possibility of being listed with Spamhaus for these types of issues in the future. Some additional resources: Massive Email Bombs Target .Gov Addresses Subscription bombing, ESPs and Spamhaus, August 15, 2016 by laura in Best Practices Comment on the latter blog post on WordtotheWise.com from the CEO of Spamhaus: Excellent well summarized article Laura. No, we’ve not changed SBL policy to require COI. It’s something we very strongly advise but we cannot make a requirement. We’ll have to consider it if list-bombing of this magnitude cannot be kept in check by list managers. This incident involved a large number of government addresses belonging to various countries being subscribed to very large numbers of lists in a very short space of time by scripts run by the attacker(s). Most of the lists hit by the attack used COI and therefore only sent confirmation requests and did not subscribe any addresses. The attack undoubtedly also hit lists which used Captcha in addition to COI and thus did not even proceed to COI (those list admins deserve some sort of community ‘hi 5’ award, since one can imagine how hard it is to convince one’s management to implement COI let alone put Captcha in front of it). The issue is the badly-run ‘open’ lists which happily subscribed every address without any consent verification and which now continue as participants in the list-bombing of government addresses. These we are trying to address with SBL listings to prompt resolution by the Senders. As you noticed, most of these particular incident listings are for IPs ending “.0/32” which does not cause any mail issue to the Sender and is deliberately used where we have a good relationship with the Sender and know they will act quickly on the alert. Steve Linford Chief Executive The Spamhaus Project