Experian is excited to announce a solution tailored for retail media networks (RMNs). This offering enhances RMNs’ strength in first-party shopper data by using Experian’s #1 ranked identity and audience services. Experian’s solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue.
Helping RMNs maximize revenue with audience and identity solutions
As traditional brands continue to harness their rich first-party data, retail media has exploded as a new category for marketers to reach high-value audiences. Understanding the challenges RMNs face – such as expanded audience insights, cross-platform reach, and programmatic addressability – Experian’s solution transforms these challenges into lucrative opportunities. By partnering with Experian, RMNs will learn more about their customers, reach their customers beyond their owned and operated platforms, and show return on ad spend (ROAS) as customers move from ad exposure through to purchase.
Solutions to drive growth
As retail media continues to evolve with new players entering the space and existing players strengthening their positions, success depends on having a comprehensive understanding of your customers and effectively monetizing that knowledge. Experian’s solution – from identity and audience foundations to scaling inventory – offers several benefits to help RMNs grow their revenue:
- Identity resolution: While every RMN has a unique set of authenticated first-party data captured offline (e.g. personally identifiable information) or online, it only provides the RMN with a handshake tied to a subset of that customer or household’s addressable identity footprint. By partnering with Experian, RMNs will better understand their customers across the offline and digital worlds by utilizing the Experian Graph and our connection to 126 million households, 250 million individuals, and 3.8 billion digital IDs.
- Expanded insights: In addition to ensuring your data is clean and accurate, we can build detailed customer profile reports that help RMNs understand their customers beyond category buyers or purchase history. With actionable insights at your fingertips to enrich your customer profile, you can help advertisers precisely reach both your high-value customers and build accurate look-a-like audiences across both offline and digital channels.
- Create audiences: Enrich your first-party data with Experian Marketing Data – or our expanded network of Partner Audiences – to build custom segments for your advertisers to target. With over 5,000 marketing attributes, RMNs can offer advertisers the ability to go beyond category buyers and fill in any gaps on your customers, such as demographics, media preferences, and behavioral attributes.
- Maximize reach and distribution: Experian’s recent Third-Party Onboarding release empowers RMNs to easily move their audiences from their owned and operated platforms and into programmatic, TV, and social channels. This helps unlock the monetization of their audiences through Experian’s network of over 20 platforms, including The Trade Desk, Magnite, and others. With our self-service platform, native integrations, simple pricing, and best-in-class customer service, it is an “easy button” to extend the reach of your audiences and drive more revenue.
- Demonstrate success: Prove your network’s value with third-party measurement validation that you can promote to advertisers to drive increased spending. Experian’s Activity Feed solution helps you measure performance – and understand how ads impact shopping behavior – by providing you with data to connect ad exposures in one environment (e.g., web or connected TV) to an action in another (e.g., digital or in-store purchase).
Case study: How Experian enhanced addressability for a leading RMN
One of the leading retail media networks has been working with Experian since 2021 to help understand their customers, organize and expand their rich first-party shopper data, and activate across the digital ecosystem. Ahead of recent changes in digital addressability and privacy, Experian helped this RMN not be overly reliant on third-party cookies and anchored its first-party shopper data to more stable digital IDs like mobile ad IDs (MAIDs), hashed emails (HEMs), CTV IDs, and Unified I.D. 2.0 (UID2).
The results show that the addressability of their first-party shopper data increased by almost 300% across their owned and operated platforms and programmatic activation channels. The byproduct of expanded addressability is the persistence in reach and measurement of their audiences throughout the entire consumer journey.
“Accurate data is the backbone of effective retail media strategies, and Experian’s top-tier data solutions are critical for precise targeting and audience delivery. Experian’s advanced capabilities in data onboarding, customer audiences, and robust identity graphs allow advertisers to seamlessly reach the right audiences.”
Art Sebastian, CEO, NexChapter Inc.
The Experian edge
Experian powers data-driven advertising through connectivity. Here’s what sets us apart and ensures that your RMN is set up to win in this highly competitive and complex space:
- Persistent identity: We can help you find and reach your customers across the digital and offline world. Our deep understanding of people in the offline and digital worlds provides you with a persistent linkage of PII data and digital identifiers, ensuring you rich insights, accurate targeting across devices, improved addressability and measurable advertising.
- High-quality data: Better understand your customer’s behavioral and demographic attributes with our #1 ranked data covering 126 million households, 250 million individuals, and 3.8 billion digital IDs. We will make sure your data is clean, accurate, and can be used how you want.
- Superior connectivity: We bring data and identity to life in a way that meets your needs by securely sharing data between partners, utilizing our integrations across the ecosystem, and using our marketing data flexibly. Compared to the competition, Experian’s Third-Party Onboarding capabilities offer data providers a 50% increase in programmatic addressability and a 73% increase in CTV addressability.
Partner with Experian to achieve retail media success
Experian’s comprehensive data and identity solutions can help RMNs maximize their opportunity. Our goal is to ensure you capture the most advertising dollars and make your RMN operate at its peak performance.
Connect with a member of our team to learn how we can support your journey toward RMN success.
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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
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