Following the success of our recent launch of Third-Party Onboarding, we are excited to introduce the Experian marketplace, a new addition to our portfolio of data-driven activation solutions.
Experian’s marketplace bridges TV operators, programmers, supply partners, and demand platforms with top-tier third-party audiences across retail, CPG, health, B2B, and location intelligence. Easily activate premium audiences from leaders like Attain, Alliant, Circana, and Dun & Bradstreet – driving precise, efficient consumer reach.
“Experian has been a longstanding partner of DISH Media, and we’re excited to be an early adopter of their marketplace which leverages the foundation of their identity solutions to ensure maximum cross-channel reach as we look to expand the breadth and depth of data we use for addressable TV.”
Kemal Bokhari, Head of Data, Measurement & Analytics, DISH Media
As privacy regulations evolve and traditional identity signals shift, many activation platforms face declining addressability. This impacts their ability to effectively reach consumers, which is critical to staying competitive. Experian’s marketplace, powered by our identity graphs which include 126 million households, 250 million individuals, and 4 billion active digital IDs, enables audiences to be easily activated and maintain high addressability across display, mobile, and connected TV (CTV) channels.
Benefits of Experian’s marketplace
- Enhanced addressability and match rates: All audiences delivered from our marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning.
- Simplified audience planning and distribution for TV Operators: TV operators can build custom audiences matched directly to their subscriber footprint and distribute them across all advanced TV channels (data-driven linear, addressable, digital, and CTV) for maximum impact.
- Diversification within the data marketplace ecosystem: With the recent departure of Oracle’s advertising business, the optionality for buyers and sellers to connect with third-party data has become increasingly limited. With Experian marketplace, we’re excited to offer a new solution to the market that ensures data-driven targeting can continue to take place at scale.
- Lower activation costs: Experian’s marketplace offers transparent, pass-through pricing with no additional access fees, enabling partners to maximize their earnings while reducing costs.
- Audience diversity and scale: Platforms can access a broad range of audiences across top verticals from our partner audiences, which can be combined with 2,400+ Experian Audiences. This offers the flexibility, reach, and scale necessary to effectively execute advertising campaigns.
- Remove compliance concerns: Experian’s rigorous data partner review ensures available audiences comply to all federal, state and local consumer privacy regulations.
“Circana and Experian have enjoyed a deep partnership for over a decade. We are exceedingly excited to extend our partnership and be an early adopter and launch partner of the Experian data marketplace. This additional capability will enable the ecosystem to more easily access Circana’s purchase-based CPG and General Merchandise (for example Consumer Electronics, Toys, Beauty, Apparel etc.) audience segments to drive performance outcomes across all media channels.”
Patty Altman, President, Global Solutions, Circana
“Capturing the attention of target audiences across channels is critical for marketers navigating an increasingly connected digital world. We are excited to be an exclusive provider of B2B solutions within Experian’s marketplace, helping brands and media agencies to accelerate their reach, addressability and targeting capabilities across TV, mobile and connected TV channels.”
Georgina Bankier, VP of Platform Partnerships at Dun & Bradstreet
Better connections start here: Experian’s marketplace
Experian’s marketplace, easily accessible from our Audience Engine platform, brings unparalleled addressability, enabling our clients to reach more relevant consumers and increase revenue.
If you’re interested in learning more about Experian’s marketplace or becoming an active buyer or seller in our marketplace, please contact us.
Latest posts
Black Friday online traffic increased 7% in 2012 versus 2011 as the top 500 retail sites received more than 193.8 million total US visits. So far this Holiday week of online traffic to the top retail sites is up 10% on average. Online retail traffic was up 1% on Black Friday compared to Thanksgiving Day 2012 traffic this year. Amazon.com remained the top visited retail site on Black Friday while Walmart was the second most visited retail site. BestBuy moved up to the 3rd most visited site while Target was the 4th most visited site. JC Penney moved up from being the 8th most visited retail site on Thanksgiving Day to the 5th most visited on Black Friday. Among the top 5 sites, JC Penney saw the biggest day-over-day growth at 26%. Looking at the top 20 retail sites on Black Friday, the Apple Store site saw the biggest day-over-day growth at 99%. Check back for CyberMonday insight and a weekly recap of this week. Learn more about the author, Matt Tatham
A few months ago, during a conversation with the Simmons team at Experian Marketing Services, we started talking about how Hispanics are influencing the mainstream. Someone threw out the “salsa outsells ketchup” anecdote we’ve all heard, and we realized that it was time to stop reusing the same examples and start trying to really prove whether or not this influence is happening. Not long after, the Latino Influence Project was born. The study leverages a custom analysis of data from the Simmons National Hispanic Consumer Study, which measures over 48,000 respondents across 60,000 variables, including language, demographics, brand preferences, attitudes, lifestyles and even political outlook. Not surprisingly, the data showed that non-Hispanics who live in high-density Hispanic neighborhoods behave, buy and believe more similarly to Hispanics than non-Hispanics living in low-density Hispanic neighborhoods, even after controlling variables such as geography, education, income, age and other factors. Some of our findings reinforced what we expected to see. For example, the data shows that non-Latinos living among Latinos: Consume and enjoy more Hispanic products, including food, music and sports. They are 5.5 times more likely to eat jalapeños and are 6 times as likely to listen to and enjoy salsa and merengue. Enjoy standing out in the crowd and being fashionable. They are twice as likely to say they like to stand out from the crowd and 70% more likely to experiment with new clothing styles. However, we were surprised to see that the Latino influence on the mainstream extends far beyond just food, sports and fashion. Non-Latinos living among Latinos also: Lead the way in technology. They are twice as likely to use their cell phones and the Internet for information and entertainment. Eat less processed food. They are twice as likely to look for organic and natural when shopping for food. Are environmentally conscious. They are twice as likely to buy recycled products. The growing Hispanic population together with the influence they are exerting on non-Hispanics that live around them means that our whole notion of “general market” is changing, and will continue to evolve. We think that’s pretty cool. To find out more about the Latino Influence Project and learn more about what we found (and what we think it all means), please join the Webinar being hosted by Wing and Experian Marketing Services on Thursday November 29th, 2012 at 2:00 EST. You can also download the Latino Influence Project report. Holly McGavock is Wing's Director of Planning, where she helps brands like Olay, Downy, Red Lobster and Radio Shack, among many others, connect with Latino consumers.
Experian Marketing Services Consumer Expectation Index shows positive outlook for 2012 holiday season Today we released the newest Experian Marketing Services’ Consumer Expectation Index (CEI) analysis of the first half of 2012. As noted in the release, during the first six months of 2012 we reported that consumer optimism has reached an all-time high over the last four years, beating 2008 by 8 index points. The CEI provides us with unprecedented insight into our economic outlook by who we are; men versus woman, age, household income and employment status, to name a few of the 60,000 variables that we have access to. What’s most striking about today’s release is that optimism is up across the board among men and woman and all age groups; even the unemployed increased their economic outlook from an index of 87.6 to 88.0 from the first half of 2011 to the same period this year. As we approach the holiday season, the latest CEI figures indicate a strong seasonal performance for retailers. The CEI figure for the week of Sept. 3, 2012, (the most recent single week for which data is available) was 7.4 points higher than it was at the same point last year and higher than it has been heading into the holiday season since 2008. This holiday season also could be very good for brands and retailers with big-ticket items to sell Further, key consumer groups are even more optimistic. On Sept. 3, the CEI of those adults who made an online purchase in the past year was 2 percent higher than the national average and 8.1 points higher than the CEI recorded for online shoppers at this time during 2011. This holiday season also could be very good for brands and retailers with big-ticket items to sell, since the CEI among adults planning to make a big-ticket purchase hit 117.9 the week of Sept. 3, 2012, compared with 103.5 the same week in 2011 and 100.5 in 2010. In fact, a CEI above 100 indicates that consumers are more confident than they were during the base line period, which was the first half of 2004, years before the recession began. Perhaps it’s all the talk of the looming fiscal cliff that makes today’s release appear to be counter-intuitive. In fact searches for “fiscal cliff” increased over ten-fold comparing last week to the week ending November 3rd. However, if we look for what people were searching for using search term variations, the top searches were “what is the fiscal cliff” and “fiscal cliff definition,” showing that consumers are still learning what the fiscal cliff is and what it means for them. Hitwise "Fiscal Cliff" Search Term Variations Rank Search Term Percent Volume 1 fiscal cliff 48.07% 2 what is the fiscal cliff 6.74% 3 fiscal cliff definition 6.58% 4 fiscal cliff 2013 6.28% 5 obama fiscal cliff 2.83% 6 what is a fiscal cliff 2.40% 7 the fiscal cliff 1.13% 8 what is fiscal cliff 1.06% 9 fiscal cliff looms 1.03% 10 fiscal cliff defined 0.77% Note – data is for the 4 Weeks Ending November 10, 2012 Source: Experian Marketing Services As the population becomes more educated on the looming crisis, we’ll keep tabs on any resulting changes to consumer optimism, specifically which demographics are most concerned. Learn more about the CEI here.