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.
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