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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As my colleague Jake Davis and I were planning this blog post, we had a lengthy conversation about what we were going to focus on. If you’ve experienced even one holiday season as a digital marketer, you know there’s a ton of crucial decisions to be made about your Q4 digital endeavors. Some of our clients have been planning since the end of the summer for “prime time,” and more than a few mentioned that they earn up to 40% of their annual revenue between October and December. Jake and I are both marketers – my perspective is from the strategy and planning angle, while Jake is The Man when it comes to data and analysis. Together, we make each other better by challenging each other’s ideas and perceptions. We think this blog post captures the best of both of our perspectives. Ultimately, there are a lot of variables at play all year long, but making smart decisions about creative, segmentation, deployment time, content, etc. carries a lot more weight as you close out Q4. I am interested in volume trends and thematic changes through the holiday season; because I believe marketers truly want to be proactive about crafting their holiday plans. In the real world, however, the calendar is a living document and a moving target – if a brand is not hitting its projections, course correction at the 11th hour can happen. Our goal is to ensure that type of recalibration is more the exception than the rule (and to give you some pointers even if you find the calendar is more of a guide than a concrete plan). Jake and our analytics team do some of their most innovative analysis annually, after the holiday season. That analysis of the 2015 holiday season, along with projected trends and industry developments, is what we are using to help frame this particular piece of thought leadership. With that being said, here are four charts and some explanations that can help you win by December 31st: 1. Peak Days Black Friday and Cyber Monday still have a hold on the public’s attention and wallet, even with promotions that began at the end of October. Factor in mobile shopping, and Cyber Monday in particular could be especially lucrative: mobile first consumers are ready, willing and even more able to make purchases from virtually anywhere, not just in front of their computers or tablets. But expect a decline in email marketing effectiveness from the year before…for all of the same reasons it will be so lucrative elsewhere. 2. Send size matters Batch and blast is probably here to stay, no matter how much we preach about the long-term benefits of smaller, targeted campaigns. Even the savviest marketers will resort to some large sends this holiday season, so when you do, it will serve you well to remember this maxim: volume is negatively correlated with email KPIs. Your send size might be the only reason you see a decline in your open rate – and that’s just math! 3. Animation: a key to unlocking engagement Animation has been around for a while now, but that doesn’t mean it’s any less effective. Last holiday season, mailings that included animation were clicked on 30% more than expected based on other trends. While that might because only the best mailings get this treatment, expect animation to get your customers moving. 4. Free shipping Free shipping was the most popular offer in 2015, although slightly less effective than 2014. As recent news about an increase in shipping rates reaches consumers, free shipping could prove to be even more compelling than past years. On the other hand, marketers that offer free shipping may see their bottom line affected (so prepare for Free Shipping with higher qualifiers, and remind your consumers about all the other great benefits they’ll receive by shopping with your brand). As with last year, our ultimate take-aways included the strong Jake and Liz approved suggestion to look at performance from your digital channels in a holistic sense. How have you been communicating with your customers the entire year? Is your website mobile optimized? Is your content personalized and relevant? Are you targeting the right audience? Are you using browse and abandon behavior to send triggered emails and make product recommendations? Most importantly, do you understand the context in which you’re deploying your email? It’s a competitive world out there, and most everyone has the same tricks up their sleeves. Be creative and daring when thinking of what minor innovations could prove major to your bottom line. While the charts above describe holiday 2015 (and rest assured, they will likely describe holiday 2016), it’s the tiny variations – the curious interpretations – that will drive your program forward. And when you’re struggling to come up with that variation? We’re here to help. Read more analytics posts here.
NEW YORK, Nov. 29, 2016 /PRNewswire/ — For the second consecutive year, Tapad, part of Experian, has been listed among Deloitte's Technology Fast 500™, a ranking of the 500 fastest-growing technology, media, telecommunications, life sciences and energy tech companies in North America. Tapad, number 147 on the 2016 Deloitte list, is the leading provider of unified, cross-device marketing technology solutions. "It is an honor to once again be recognized by Deloitte for our growth and momentum, particularly given the stature of the other technology companies on the list," said Are Traasdahl, founder and CEO of Tapad. "Our product innovation, particularly in TV analytics and measurement, is a major contributor to our progress. I'm extremely proud of our hard-working, talented team for continually executing at such a high level." "Today, when every organization can be a tech company, the most effective businesses not only foster the courage to explore change, but also encourage creativity in using and applying existing assets in new ways, as resourcefully as possible," said Sandra Shirai, principal, Deloitte Consulting LLP and U.S. technology, media and telecommunications industry leader. "This ingenious approach to innovation calls for the encouragement of curiosity and collaboration both within and outside the office walls." "This year's Fast 500 winners showcase that when organizations are open to diverse perspectives and insights, they are able to create an environment for their employees and customers to see the possibilities and ingenious solutions that might lie ahead," added Jim Atwell, national managing partner of the emerging growth company practice, Deloitte & Touche LLP. "Entrepreneurial environments foster change and innovation within businesses, and we look forward to watching these companies continue to drive change across all sectors." Contact us today
Distribution via LiveRamp enables seamless cross-device customer experiences through more platforms NEW YORK, Nov. 15, 2016 /PRNewswire/ — Tapad, now part of Experian and the leading provider of unified cross-device marketing technology solutions, today announced an expanded partnership with LiveRamp™, an Acxiom® company and leading provider of omnichannel identity resolution, to make the proprietary Tapad Device Graph™ accessible beyond Tapad-hosted direct integrations. Through LiveRamp, Tapad's Device Graph Access now extends to more than 400 ad tech and mar tech platforms. Tapad's Device Graph™ enables marketers to understand, monetize and measure consumer engagement across all digital channels, and Tapad's unified consumer view is recognized as one of the most accurate, scalable cross-device solutions in the market today. Through the expanded partnership with LiveRamp, the Tapad Device Graph can be distributed to the hundreds of platforms used to reach consumers on digital channels and measure campaign performance – even as devices are added daily to Tapad's extensive graph. "Increasingly, marketers want access to cross-device targeting and measurement capabilities within their preferred platforms," said Anneka Gupta, chief product officer of LiveRamp. "Our expanded partnership makes it easy for marketers to access Tapad's graph through the rapidly growing set of integrations available in our partner ecosystem." This is the latest of several initiatives between the two technology platforms designed to make the integration of cross-screen platforms seamless, privacy-safe and easy to use for dynamic and engaging marketing efforts. "During the past year, Tapad has expanded its global presence and rapidly grown its data business – Tapad Coral – doubling the number of companies integrating our device graph into their platforms and growing our annualized run rate by 210%," said Pierre Martensson, GM of Tapad Coral and APAC. "Our expanded partnership with LiveRamp positions us to meet the increased demand for Tapad Device Graph Access and enable new platforms to apply our graph with unprecedented speed." Connect with us today to get started