Magnite and Experian have formed a strategic integration to enhance cross-device audience targeting in the advertising industry. Magnite, the largest independent sell-side platform, and Experian, a leader in consumer data and identity solutions, aim to optimize advertising capabilities by activating Experian’s Consumer View in Magnite Access, an omnichannel audience product suite. This marks one of Experian’s first forays into a direct sell-side integration, a crucial step for the cookieless era.
This collaboration offers targeting and efficiency across digital channels, providing advertisers and agencies with a more effective way to reach consumers. With Experian’s robust deterministic offline data, generated from consumer purchase activity, enriched with insights on over 250 million U.S. consumers and 126 million U.S. households, advertisers can look forward to a new benchmark in targeted advertising available through Magnite Access.
Thriving in a cookieless world
With the looming deprecation of third-party cookies, audience, and identity solutions using first-party data are shifting to the sell-side. To that end, Magnite developed Magnite Access, a suite of omnichannel audience products that make it easier for media owners and their advertising partners to maximize the value of their first-party data assets. Access is adept at thriving in a post-cookie world through its effective utilization of sell-side first-party data, including within Magnite Streaming and SpringServe. Magnite Access’ deterministic and probabilistic tools provide sellers and buyers with a comprehensive solution to leverage their first-party data for audience targeting and insights.
Experian’s solutions are built to work efficiently in offline environments, making them well-equipped to thrive in a cookieless world. Brands can benefit from Experian’s deep integrations within the ecosystem, providing data and audience solutions designed to perform in cookieless environments.
“We’re excited about the collaborative approach between Magnite and Experian. This off-the-shelf integration of Experian’s syndicated audiences and the streamlined ability to receive custom audiences will provide a more accurate and cohesive consumer view, allowing us to reach our target audience and enhance campaign performance seamlessly.”
sam bloom, ceo, camelot
Reach and impact
As companies continue to rely on data-driven insights to make smarter, more efficient business decisions, partnerships between leading data and technology providers are becoming increasingly valuable.
“Integrating with Magnite allows us to translate our extensive offline and online data into actionable, intelligent solutions for making smarter, more efficient business decisions. With Magnite’s expertise in the omnichannel sell-side environment, this partnership is poised to empower businesses with the tools they need to succeed in today’s data-driven landscape.”
chris feo, svp, sales & partnerships, experian
Strengthening foundations within streaming
Magnite’s cutting-edge streaming solutions, integrated with Experian’s robust data, facilitate a connection between data and inventory, providing enhanced targeting capabilities and consumer insights.
“By integrating Experian’s Consumer View capabilities into our platform, we are enabling advertisers to unlock improved targeting capabilities while benefiting from Experian’s wealth of consumer insights. Our collaboration with Experian amplifies the value of our streaming solutions and enhances the overall advertising ecosystem by seamlessly connecting data, identity, and inventory.”
kristen williams, svp, strategic partnerships, magnite
Precision and innovation: A new advertising era
The synergistic partnership between Magnite and Experian is paving the way for a new era in advertising, offering targeting efficiency across digital channels. This collaboration is not merely a confluence of technologies but a testament to both companies’ relentless pursuit of excellence in creating a consumer-conscious advertising ecosystem.
By harnessing the wealth of consumer insights and integrating state-of-the-art technologies, Magnite and Experian are contributing to shaping the future of advertising, emphasizing accuracy and efficiency. It’s a revolutionary stride toward understanding and reaching the consumer in more meaningful and impactful ways, setting new benchmarks in the advertising world.
In a rapidly evolving digital landscape, this collaboration stands as a beacon, guiding brands toward intelligent, informed, and innovative advertising solutions, redefining the possibilities in targeted advertising and audience solutions.
Connect with us to learn more about how you can access Experian’s Consumer View data solutions in Magnite Access.
To learn more about our partner Magnite, visit their website.
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Two storied franchises will collide in this year’s Super Bowl, the Green Bay Packers and the Pittsburgh Steelers. Sports fans from both markets are huge supporters of their football teams, but a look into their behavior and attitudes reveals passions beyond a one-dimensional Cheesehead or Towel Twirler. Considering the vast preferences, marketers recognize the need to define characteristics that truly distinguish their target audience. To provide those insights, we conducted a detailed market analysis using a wide variety of data sources including research information from Experian Simmons, Hitwise, and the Mosaic Consumer Lifestyle segmentation solution, which defines the predominant household types for each area (as featured in yesterday’s post: Cheeseheads vs. Terrible Towels). Today, we delve further into the hearts and houses of Green Bay and Pittsburgh area residents. GREEN BAY FANS PACK THEM IN FOR TAILGATING Green Bay area residents are more passionate about tailgating compared to their rivals in Pittsburgh. Among those who identify themselves as NFL football fans, Green Bay fans are 1.45 times more likely than Pittsburgh fans to have participated in a tailgate party within the past 12 months. They are also better equipped to tailgate due to a higher ownership rate for midsize SUVs, and both light duty and full size pickups (Road & Track magazine top-rated picks for tailgating), compared to Pittsburgh fans. STELLA AND STEELERS GO TOGETHER With every tailgate comes a beverage of choice, and in today’s analysis we’ve found that Bud Light and Budweiser are the light/low calorie and regular domestic brands of beer favored the most by both Green Bay and Pittsburgh fans. However, Pittsburgh fans are 1.56 times more likely than Green Bay fans to down a few of premium brand, Stella Artois. Notably, along with its best selling brands, Anheuser-Busch plans to devote a portion of its multi-million dollar ad spend to this Belgian import. FANTASIZING ABOUT FOOTBALL While all that tailgating is going on, Green Bay fans might also be boasting about their latest fantasy sports selections. They are 1.34 times more likely to say that they participate in a fantasy sports league compared to Pittsburgh fans. That’s not to say that Pittsburgh fans don’t enjoy their fantasy sports, indexing above the national average for visiting fantasy sports and football websites. PLAYING IN THE GREAT OUTDOORS Packers and Steelers fans enjoy being out in the elements, so chances are you’ll probably never see a dome over either Lambeau or Heinz Field. The most popular Green Bay football fan activities, with a higher participation rate compared to Pittsburgh fans, are: golfing, camping, state fairs, hunting, power boating and motorcycling. In the Pittsburgh area, with its impressive network of recreational trails, residents are 1.23 times more likely to in-line/roller skate and are 1.36 times more likely to play hockey, compared to Green Bay. Off land analysis shows that despite Green Bay residents’ close proximity to Lake Michigan and a multitude of water sport opportunities, Pittsburgh fans are more likely to spend time on the water, namely: canoeing, kayaking, sailing, and fly fishing. THROWING DEEP VERSUS HANDING OFF Each year Super Bowl advertisers try to reach their audiences across broadly defined demographics with little ability to measure the direct impact of their super-sized investments. It’s the equivalent of throwing a “Hail Mary” and hoping the receiver will leap above the clutter of defenders and catch the ball. Direct marketers, however, are using the behavioral and attitudinal data we’ve shared here to deliver their messages to a precisely targeted sub-audience. For marketers who want to be relevant and target accurately, this capability is the playmaker that scores a game winning touchdown every time. Click here for the full article Blog post author: Bill Schneider, VP, Experian Marketing Services. We’d love to hear your stories and how you’ve used lifestyle data. Please leave your comments or feedback below.
According to weekly trend data from Experian Simmons DataStreamSM, the number of U.S. adults paying a monthly visit to microblogging site Twitter.com has fallen during the past year by 14%. As of November 29, 2010, 8.25 million adults had made at least one visit to Twitter.com during the previous 30 days, down from 9.54 million adults who had visited the site in the 30 days prior to November 30, 2009. Does this mean the ultimate “fail whale” is lurking just over the horizon for Twitter? Not just yet. Among those who visit Twitter.com, Simmons DataStream shows that the average number of visits per month rose a relative 37% in the last year. Twitter.com visits in late November 2010, in fact, reached an average of 10.0 visits per month, up from just 7.3 visits per month the year prior. As visit frequency increased, however, the duration of the average Twitter.com session declined, suggesting visitors today are seeking more frequent quick hits, rather than spending longer periods of time reading through posts. According to Experian Hitwise, the average amount of time Twitter.com visitors spend on the site during a typical session fell to 13 minutes, 12 seconds on November 27, 2010, down from an average of 15 minutes, 12 seconds spent on the site each session on November 28, 2009. That said, Americans are still spending more time on Twitter.com than ever before. According to Experian Simmons estimates, Americans spent an estimated 2 hours and 12 minutes tweeting and reading tweets on Twitter.com in November 2010, up from 1 hour and 51 minutes spent on the site during November 2009. Swim on, fail whale, swim on. To tweet this blog post, click on the green “retweet” button at the top of this item. For more information on Simmons DataStream weekly reporting of nearly 40,000 consumer variables, visit our website.
As we ring in the New Year this week, Americans will be tossing back a few adult beverages in celebration. While alcohol consumption certainly increases around holidays and other times of celebration, many Americans imbibe year-round. So where across this great land of ours are you most likely to find adults willing and able to raise a glass (or two) and where are you most likely to be surrounded by teetotalers? Experian Simmons has the answer. Leveraging data from our SimmonsLOCAL study, we examined the drinking patterns of adults of legal drinking age in the 106 Designated Market Areas (DMAs) with populations of at least 500,000 adults age 21 and older. We then ranked those markets by the number of alcoholic beverages consumed by the average adult during a typical month. The chart below lists the DMAs that consume the most alcoholic beverages per capita in a typical month. First place goes to Boston, where the average adult of legal drinking age regularly kicks back 14.4 drinks a month. (Celebrations in Beantown are probably already underway.) Rank DMA Average drinks per month 1 Boston 14.4 2 Austin 13.8 3 Providence-New Bedford 13.4 4 Madison 13.2 4 Hartford & New Haven 13.2 6 Philadelphia 13.1 7 Chicago 13 8 Denver 12.9 9 Tallahassee-Thomasville 12.8 9 Milwaukee 12.8 11 Minneapolis-St. Paul 12.6 11 West Palm Beach-Ft. Pierce 12.6 11 Seattle-Tacoma 12.6 11 Tucson (Sierra Vista) 12.6 15 Green Bay-Appleton 12.5 16 San Diego 12.4 16 Baltimore 12.4 16 Washington, DC 12.4 16 Albany-Schenectady-Troy 12.4 20 New Orleans 12.3 20 St. Louis 12.3 20 Colorado Springs-Pueblo 12.3 23 Burlington-Plattsburgh 12.2 23 Syracuse 12.2 23 Norfolk-Portsmouth-Newport News 12.2 23 Spokane 12.2 23 Portland-Auburn 12.2 Source: Experian Simmons Adult residents of the markets listed below surely know how to have a good time-it's just unlikely to include a cocktail. The chart below lists the DMAs that consume the fewest alcoholic beverages per capita in a typical month. Residents of Chattanooga consume only 6 alcoholic beverages per month, on average, making it the least imbibing market-and probably the one that feels the best the morning after a big gathering. Rank DMA Average drinks per month 106 Chattanooga 6 105 Salt Lake City 7.2 105 Florence-Myrtle Beach 7.2 105 Charleston-Huntington 7.2 105 Tri-Cities, TN-VA 7.2 101 Knoxville 7.4 100 Lexington 7.9 99 Birmingham 8 98 Huntsville-Decatur 8.5 97 Nashville 8.9 97 Evansville 8.9 95 Paducah-Cape Girardeau-Harrisburg-Mt Vernon 9.1 94 Springfield, MO 9.2 94 Tulsa 9.2 94 Greenville-New Bern-Washington 9.2 91 Memphis 9.3 90 Greenville-Spartanburg-Asheville-Anderson 9.4 90 Jackson, MS 9.4 90 Wichita-Hutchinson Plus 9.4 86 Little Rock-Pine Bluff 9.5 86 Louisville 9.5 86 Ft. Smith-Fayetteville-Springdale-Rogers 9.5 83 Fresno-Visalia 9.6 82 Greensboro-High Point-Winston Salem 9.7 82 Roanoke-Lynchburg 9.7 Source: Experian Simmons For more information on SimmonsLOCAL's vivid reporting of consumer behaviors, attitudes, lifestyles and media consumption in 209 Designated Market Areas down to the ZIP code level, visit our website.