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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Experian received top ranks for hashed emails (HEMs) and demographic data from Truthset Data Collective Advertisers, technology partners, and agencies are all chasing accurate data to power their marketing strategies. Turns out, not all data is created equal and unless you’re working with the right partner, high-quality data can be hard to find. That’s because accuracy can vary widely across the industry and the partner you choose is important. A recent study conducted by data validation company Truthset showed that 51% of the data used for ad targeting and audience measurement is wrong, with average accuracy rates ranging between 32%-69% across data providers. The data quality challenge The lack of high-quality data poses multiple challenges in the advertising world: Wasted ad spend: without accurate data at the start, marketers can’t reach the right audiences, resulting in wasted impressions. Privacy and compliance: in an increasingly privacy-centric world, advertisers need to be especially mindful of accurate targeting to avoid putting their brand reputation at risk. Poor campaign performance: low-quality data skews metrics and attribution models, making it difficult to measure campaign success and optimize spend. Low-quality data can come in different forms like inconsistent or outdated information – think demographics (age, gender) and interests (dog versus cat lover) or simply the wrong relationship can be made between datasets. Data records can be incomplete or duplicative and data segments could be misclassified or inaccurate. For example, a kids snack food company may think they’re targeting a 35-year old man, who lives in the suburbs with his young family when in fact it’s a 65-year-old woman who moved to the city after her kids went to college. It’s wasted dollars!Build the data foundation Data quality needs to be addressed if advertisers and advertising technology partners want to fulfill consumers’ demand for personalized marketing. Per eMarketer, more than 75% of internet users worldwide said they were willing to share their email address, brand interest, and name in exchange for personalized experiences. Without accurate data, marketers won’t be able to provide the level of personalization that consumers desire. Validation can help advertisers evaluate third party data and help build trust across the ecosystem. Companies like Truthset review and provide an unbiased evaluation of data fidelity and quality on a regular basis. "As cookies and mobile ad identifiers continue to phase out, consented, durable identifiers (hashed email, postal addresses) are going to serve as the foundation for identity solutions of the future,” said Chip Russo, President at Truthset. “And the only way to ensure you are transacting on the highest quality identity and demography data is to actively validate the data you rely on with a third party.” Not all data is created equal: Experian leads the way In Q3 2023 Truthset reviewed Experian’s marketing data – as well as several other large data providers – and found: Experian is the #1 data provider in terms of largest volume of high-accuracy hashed e-mails (HEMs) with demographic data Experian ranks #1 in accuracy for 15 marketing data attributes, including but not limited to Age, Gender, Home Owner/Renter, Geography, Education, Presence of Children, and Pet Owner Experian consistently has the largest number of HEMs with demographic data that are 90% or more likely to be accurate “As a member of the Truthset Data Collective, Experian received top ranks across a variety of categories for its data,” continued Russo. “The entire digital advertising world runs on data, but focusing on data accuracy is going to drive the next phase of innovation for the industry, enhancing ROI for advertisers, CPMs for publishers, and relevant experiences for consumers.” As Truthset's recent study highlights, the data matched between hashed e-mails and postal addresses is crucial, underpinning everything from targeted ads to TV audience measurement. Highly accurate HEMs linked to high-quality demographic data should be the foundation of any marketing plan. Advertisers are able to overcome the complexities of identity resolution by tying online and offline touchpoints together to deliver a consistent message across channels. Companies are striving to eliminate marketing waste and provide consumers with personalized marketing and the advertising industry can have confidence that Experian’s marketing data has been externally validated as being highly accurate. The accuracy of our data will power smarter marketing initiatives, like insights, targeting, identity, and measurement. Let's start a conversation about how we can fully realize the potential of data-driven advertising together. Contact us today Latest posts
In this article… Typical paths to programmatic TV ad buying What platforms can your programmatic ads show on? Where to get started with programmatic TV buying How to optimize your bids for smarter ad spend In advertising, it’s crucial to maintain efficiency and cost-effectiveness through every campaign. Whether you’re a seasoned marketer or just starting with programmatic advertising, finding the best deal for programmatic TV ads is essential. In this blog post, you’ll learn about the intricacies of programmatic TV and how you can uncover the best paths, platforms, and strategies to maximize your advertising budget. Typical paths to programmatic TV ad buying Programmatic advertising has revolutionized how businesses reach their target audience on television and has become an increasingly popular marketing approach. So far, in 2023, 87% of connected TV (CTV) ads have been bought using programmatic methods. That percentage is expected to continue rising as more advertisers take advantage of this buying method. To find the best deal for cheap programmatic TV, it’s essential to understand the typical paths to programmatic media buying: direct deals and programmatic auctions. Direct deals One common route for programmatic ad buying is direct deals with publishers and broadcasters. This approach gives you more control over your ad placements, allowing you to negotiate pricing and secure prime time slots. However, this method can be expensive as premium placements often have a premium price tag. Programmatic auctions Another option is programmatic auctions, where advertisers bid on available ad inventory in real time. These auctions can be public or private, each with its own benefits. Public auction Public auctions are the primary marketplace for cheap programmatic TV ad buying, and advertisers compete in real-time for available ad slots. This option can be cost-effective if you are strategic with bidding. However, it can be highly competitive, which could drive up prices. Private auction A private auction provides a more controlled bidding environment. These auctions offer access to premium inventory and the ability to negotiate directly with publishers and broadcasters. Prices are typically higher at private auctions, but they can lead to more exclusive, high-quality ad placements to better reach your target audiences. Auction vs. direct The auction vs. direct debate is crucial for finding the best deal in programmatic TV advertising. Direct programmatic ad buying involves establishing personal relationships with publishers and broadcasters. This approach offers more control over ad placements, creates the potential for long-term partnerships and premium positions, and allows for more negotiation power on pricing. On the other hand, the auction route relies on real-time programmatic auctions that give advertisers more efficiency, dynamic pricing through competitive bidding, and access to diverse ad inventory. This approach also allows better data-driven decision-making to help advertisers with precise targeting and optimization. What platforms can your programmatic ads show on? Programmatic ads are limited to traditional television. You can use various platforms to broaden your audience reach, including blogs, lifestreams, and more. Multiple platform options also let advertisers search around for cheap programmatic ad buys. Some popular platforms include: Display and video YouTube videos Custom publisher formats Audio ads Unexpected platforms where you can buy programmatic TV ads Some unexpected platforms offer unique opportunities to find the best programmatic TV deals. Some of these examples include: YouTube shorts Mobile games Music streaming apps Pinterest TikTok Try local Local (linear) television advertising often flies under the radar, but it can be a goldmine for finding cheap programmatic ad buys. Customize your messages to local audiences by focusing on specific geographic regions. This level of specificity can lead to highly efficient ad campaigns with lower costs compared to national or global placements. Where to get started with programmatic TV buying When it comes to programmatic TV ad buying, you have two main options: using an agency or going directly to the marketplace. Using an agency Advertising agencies have the expertise to navigate the complexities of programmatic TV ad buying. By working with one, you may be able to find better deals and get help negotiating terms and optimizing your campaigns. However, remember that agency fees could take up a large portion of your budget. Going to the marketplace For a more hands-on approach, you can explore programmatic ad buying directly through the marketplace. This approach gives you direct control over your campaigns and the ability to explore different deals and platforms. However, you’ll want to understand programmatic advertising strongly to ensure you make the most of the marketplace. How to optimize your bids for smarter ad spend Finding the best deal doesn’t end with choosing the right options for programmatic buying. You need to focus on smart bidding strategies to optimize your advertising budget. Choose placement based on segmentation Segmentation is vital to maximizing your ad spend. By targeting the specific audience segments most likely to convert, you can make the most of your budget. Platforms often offer options to narrow your audience based on behavior, interests, and demographics. Work with an identity resolution provider Identity resolution is the process of matching online and offline customer data, giving you a comprehensive view of your target audience. By working with an identity resolution provider, you can make informed decisions about where and when to place your programmatic TV ads for the best results. Create an omnichannel view of your campaign To find the best deals on cheap programmatic ads, it’s essential to have an omnichannel view of your advertising campaign. By coordinating your programmatic media with other channels, you can create a seamless and cohesive brand experience for your audience. Get started with programmatic TV today Now that you better understand programmatic TV ad buying, you’re ready to get started. But how can Experian help you make the most of your programmatic advertising efforts? At Experian, we offer a suite of data-driven solutions to enhance your programmatic TV advertising campaigns. Our extensive data and identity resolution capabilities empower you to make informed decisions to improve your targeting capabilities, optimize engagement, and more. By working together, you can unlock the potential of your programmatic TV ads and find the best deals to optimize your advertising budget. Get started today Latest posts
As we approach 2024, marketers must grasp the evolving landscape of digital activation. Understanding emerging audience trends and activation strategies is key to developing impactful marketing initiatives and positioning your brand for success. In Experian's 2024 Digital audience trends and predictions report you'll find: Data-driven insights that will empower you to confidently develop marketing strategies that resonate with your audience and drive meaningful results. Insights from Experian experts and our industry-leading data. Our outlook for 2024 marketing trends. In this blog post, we'll provide a sneak peek of the 2024 marketing trends you can expect in our full report. Digital activation Digital activation grew by 63% between 2022 and 2023. We expect digital activation to increase in 2024 but at a slower rate than in 2023 due to economic uncertainty caused by high-interest rates, recent state privacy regulations, and work stoppages in the entertainment and automotive industries. Top digital audiences Which digital audiences are advertisers purchasing from Experian? We are seeing growth in four major data categories: Automotive, Demographics, Lifestyle and Interests, and Retail Shoppers: Purchase Based audiences. Here are a few audiences within these categories that you can activate on-the-shelf of your preferred platform: Automotive: Autos, Cars, and Trucks > In Market-Make and Models Demographics: Demographics > Homeowners/Renters > Renter Lifestyle and Interests: Lifestyle and Interests (Affinity) > Activities and Entertainment > Wine Lovers Retail Shoppers: Purchase Based: Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders Top digital audiences by industry What are the top digital audiences being activated by industry? Download our 2024 Digital audience trends and predictions report to discover the top digital audiences in the following industries: Automotive Health Financial Services Retail & CPG Download our new 2025 Digital trends and predictions report Marketers, agencies, and platforms are facing new challenges as privacy regulations evolve, AI technology advances, and consumer behaviors shift. Our latest report highlights actionable strategies for navigating these changes and improving how you connect with audiences, measure impact, and deliver results. What you'll learn Navigating signal loss: Explore the rise of alternative IDs and contextual targeting as privacy regulations and signal loss reshape data-driven advertising. Connected TV (CTV): Understand the growth of connected TV (CTV), the importance of frequency capping, and strategies for effective audience activation. Omnichannel campaigns: Learn how marketers are moving from channel-specific strategies to audience-led omnichannel campaigns that tell a more cohesive story. Retail media networks: Learn how retail media networks (RMNs) are capitalizing on enriched first-party data to learn more about their customers and reach them across on-site and off-site inventory. Curation: Examine how curation is transforming programmatic campaigns by combining audience, contextual, and supply chain signals to deliver premium inventory packages that maximize addressability, efficiency, and performance. Download now Latest posts