In the ever-evolving and soon-to-be cookieless advertising world, brands and agencies need help finding and maintaining access to accurate and comprehensive marketing data that enables them to reach the audience segments that matter most. Flashtalking by Mediaocean and Experian have a collaboration in place to do just that. Through this partnership, Experian’s more than 2,400 syndicated audiences are available for activation within the Flashtalking platform and its Social Ads Manager.
“There are a lot of audience segments and data disappearing within the advertising industry right now because of the deprecation of third-party cookies, but Experian’s syndicated audiences are built for this new privacy-first world. Through this partnership, Flashtalking’s clients gain access to some of the industry’s most actionable on-the-shelf and custom audience capabilities for activation and targeting across the publishers and social platforms that matter most. It’s as easy as identifying the segments that matter to your brand and activating them everywhere they exist with a few simple clicks.”
– Ben Kartzman, COO, Flashtalking by Mediaocean
This partnership unites the power of Flashtalking’s best-in-class independent omnichannel advertising platform with Experian’s comprehensive audience intelligence, which spans 126 million households and 250 million consumers.
“For the same reason that brands are investing more deeply in first-party data in the wake of third-party cookie deprecation, having access to the right audience segments has never been more important. Mediaocean offers access to the only independent ad server that’s powering truly omnichannel, personalized experiences, and we’re thrilled to be amplifying their ability to do that through Experian’s expansive audience segments.”
– Colleen Dawe, Director, Sell-Side Sales, Experian
The Flashtalking Social Ads Manager has long-standing relationships and technical integrations with all major platforms, including Facebook, Google Demand Gen, Instagram, LinkedIn, Pinterest, Snap, TikTok, and a forthcoming integration with Reddit. Experian data can be deployed through custom and syndicated segments within these platforms, providing clients with both reach and precision.
The power of the Experian – Flashtalking collaboration
Benefits to marketing organizations that tap Experian data and audience segments via the Flashtalking platform include the following:
- A unified customer view: Marketers can use Experian’s comprehensive data within Flashtalking to create a unified view of the customer across multiple channels. This helps craft cohesive marketing strategies that deliver consistent messages, enhancing customer experiences and brand perception.
- Enhanced targeting and personalization: Marketers can access Experian’s detailed audience segmentation and insights within Flashtalking to target campaigns effectively. They can personalize messages at scale based on demographic, psychographic, and behavioral data to increase engagement and conversion rates across all channels.
- Optimized cross-channel strategies: With Flashtalking’s cross-channel capabilities, marketers can integrate Experian’s insights to understand how different segments interact with various channels. This enables the design of optimized cross-channel strategies that cater to the preferences and behaviors of different audiences.
- Data-driven decision-making: This partnership combines Experian’s in-depth consumer insights with Flashtalking’s analytics and reporting tools to help marketers make informed decisions. This data-driven approach can improve campaign performance, optimize media spend, and reveal untapped market opportunities.
- Local market activation: Marketers can also use Experian’s geographic and location-based data within Flashtalking to tailor campaigns to local markets. This localized approach can enhance relevance and response rates, providing a competitive edge in regional marketing efforts.
- Improved media efficiency: This collaboration also enables organizations to harness the power of Experian’s data within Flashtalking to improve media planning and buying. They can identify the most effective channels and timeframes for reaching specific audiences, leading to more efficient and cost-effective media investments.
Why choose Experian in Flashtalking
For over 50 years, we have been a trusted single-source provider of data management solutions. Our expertise in offline and digital identity has enabled us to curate data from over 200 direct and active sources, offering a comprehensive view of consumers with granularity, accuracy and scale. Using this data, we can craft our syndicated audiences to cover many verticals and specialty categories.
For example, a Flashtalking client in the automotive industry can supercharge its campaign efforts. Experian has found that automotive advertisers build segmentation using four major data categories:
- Automotive
- Demographics
- Lifestyles and Interests
- Retail Shoppers: Purchase-Based
Directly within the Flashtalking platform, multiple syndicated audiences from Experian in each major data category specific to automotive are available that brands and agencies can activate on-the-shelf to reach consumers with targeted messaging and retargeting.
Experian and Flashtalking are future-proofing advertising
Together, Flashtalking and Experian will ensure advertisers can continue to deliver personalized, relevant, and impactful messages and experiences to consumers despite ongoing shifts within the data-driven marketing landscape, including the deprecation of third-party cookies in Chrome. This partnership offers greater access to audience segments built on privacy-safe insights with expansive reach, scale, and flexibility.
Connect with us to learn more about how you can access Experian’s syndicated audiences through Flashtalking by Mediaocean.
About Flashtalking by Mediaocean
Flashtalking unleashes the power of creative to make media work better. As the leading independent platform for personalization and intelligence across all marketing channels, our Creative Ad Tech bridges the gap between creative and media. We provide AI and automation to connect the silos between teams and deliver more efficient production, versioning, and distribution of creative. Our solutions operate at scale across CTV, Video, Display, Social, Native, Audio, DOOH, and Retail Media channels. As part of Mediaocean, Flashtalking is tied into the industry’s core ad infrastructure for omnichannel planning, buying, and billing. Visit flashtalking.com to learn more.
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The Tapad Device Graph™ Complements Freckle’s IoT Capabilities to Extend Scale and Precision of Audience Data New York, NY — December 6, 2017 — Tapad, part of Experian, is the leader in cross-device marketing technology and Freckle IoT, the global leader in multi-touch, offline attribution, today announced they are partnering to provide brands with a holistic and insightful view of their customers, in predefined locations in all global markets. Starting today Freckle IoT will be leveraging the Tapad Device Graph™ to supplement the company’s data set to offer brands more granular attribution data. Consumer’s online behavior is becoming more and more complex, with the average consumer owning three or more devices and 35 percent of consumers converting on a different device from the one on which they started their research. These interactions become even more complicated when considering how online interactions and media impact offline sales. The collaboration between Tapad and Freckle, which combines Freckle IoT’s persistent location data with Tapad’s proprietary cross-device technology, is an important step in empowering brands with the information they need to better understand how digital media, consumed across multiple devices, is impacting offline attribution. Using its opt-in, first-party data, Freckle IoT helps brands measure the effectiveness of their advertising by independently matching media spend to in-store visits. Tapad’s technology extends Freckle’s data-set by allowing brands to access additional deterministic and probabilistic data, at scale and across all devices, to analyze consumer behavior ahead of in-store purchase. “Combining our technology with Tapad’s identity-driven solutions was a natural fit for our business,” said Neil Sweeney, founder and CEO at Freckle IoT. “With our unbiased, agnostic measurement and Tapad’s precise and privacy-safe data set, we knew this partnership would be a strong complement to providing more effective results for the needs of our brand partners.” “Freckle IoT is a valuable partner for Tapad as our cross-channel attribution capabilities continue to expand at global scale,” says Chris Feo, SVP, strategy and global partnership at Tapad. “Marketers today need a tool that can address the online and offline disconnect throughout the consumer journey. Freckle’s IoT innovations combined with the Tapad Device Graph help address this need by providing brands, across multiple verticals, accurate and precise identity-driven data powered by true consumer behavior — online and offline.” For more information about the Tapad Device Graph™, or to request a demonstration, contact us. For more information on Freckle IoT’s measurement offerings, please visit www.freckleiot.com.
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