Today, Experian announced a suite of next-generation solutions that will help marketers navigate the challenges of cookie deprecation. Powered by the Experian Graph, these solutions will enable marketers to maintain behavioral targeting at scale.
- In partnership with Audigent, Experian announced the early-stage limited availability of Experian Audiences inside the Privacy Sandbox through the Protected Audiences API.
- Experian has also co-developed, with Audigent, an AI-driven contextual targeting solution layered with Experian’s rich Experian Marketing Data to continue delivering marketers scale and performance from their campaigns.
- Finally, Experian continues to evolve its signal-agnostic Graph, including coverage for industry-leading universal IDs, and plans to support IPv6 and phone-based UID2s.
With these solutions, marketers can confidently deliver behavioral targeting after cookie deprecation and benefit from the power of Experian Marketing Data in their contextually targeted campaigns. As the industry prepares for ongoing signal loss and tightened privacy regulations, these solutions and further investments in Experian’s identity Graph ensure Experian continues to power data-driven advertising and achieves the needs of modern marketers: addressable advertising, cross-device targeting, and measurement.
Experian’s Graph allows marketers to target audiences in Privacy Sandbox via Audigent
Building off Audigent’s work with Privacy Sandbox, Experian and Audigent tested the scale of Experian audience data in Privacy Sandbox and found that over 15 days, they were able to match audiences to over 150M Chrome browsers in the US.
This solution – now in alpha – is powered by Experian’s Graph, leveraging an array of identifiers, including hashed emails and Hadron IDs. While the scale of targetable users and ad opportunities is still growing with the adoption of Privacy Sandbox by publishers and SSPs, the results are strong and provide a real-life illustration of how advertisers will be able to reach audiences in this new environment.
“As the industry’s leader in building Interest Group segments in PAAPI, Audigent is thrilled to see world-class data partners like Experian work with us to build innovative solutions that deliver value now and will be absolutely critical as third-party cookies are deprecated in 2025.”
DREW STEIN, FOUNDER AND CEO, AUDIGENT
Data-driven contextual targeting is available through partnerships with Audigent and Peer39
As marketers prepare for cookie deprecation, they are turning to tried and true methods of targeting, like contextual, as they offer targeting strategies based on content and behavior instead of user identity. Experian is co-developing ID-less solutions that upgrade contextual targeting by intelligently indexing and infusing Experian’s rich Experian Marketing Data against contextual signals. By using these products, advertisers gain the ability to reach their audiences with a new and improved solution that delivers scale, performance, and value.
We have beta launched a unique solution with Audigent that indexes Experian syndicated audiences against contextual signals through the power of the Experian Graph and Audigent’s Hadron ID to create PMPs that can be activated on any DSP. As part of the beta, a leading national advertiser ran a test via Audigent to see if this fully cookieless solution could deliver results at parity or better than today’s ID-based options. The scaled 15-day flight not only met existing campaign delivery targets but also exceeded CTR goals by 25%.
Experian has also partnered with Peer39 to make our geo-indexed syndicated audiences (e.g., Purchase Affinity and Demographic data) available through Peer39’s contextual integrations. This allows marketers to confidently reach the right audiences in their digital marketing campaigns without third-party cookies.
Experian’s Graph now includes leading Universal IDs
With the ever-changing nature of signal and identity, we’re continuing steps to be interoperable, and Experian’s signal-agnostic Graph now supports the leading universal IDs: UID2s, ID5 IDs, and Hadron IDs. This is in addition to hashed e-mails, mobile ad IDs, and Connected TV IDs. Our strong coverage against cookieless identifiers means marketers will maintain addressable advertising as the Graph continues resolving data back to consumers and households in a privacy-centric way. In addition to providing greater breadth and depth of signals to reach US consumers, Experian’s Graph is rebuilt weekly, which means our connections are highly accurate, refreshed, and addressable.
“Experian is a valued partner in Nexxen’s unified identity graph powering the Nexxen data platforms, which bring us the ability to seamlessly onboard client data, activate campaigns, and measure performance while maximizing biddable opportunities for our advertisers. They help ensure our clients can continue reaching audiences at scale and successfully execute campaigns.”
Chance Johnson, Chief Commercial Officer, Nexxen
Investments planned over the next year continue to ensure a Graph resilient to signal loss
As connected TV (CTV) viewing continues to dominate, the importance of being able to match to IPv6 increases. Later this year, we’ll add support for IPv6 in our Graph as well as phone-based UID2s. This is in addition to our current coverage of IPv4 and email-based UID2s. As a result, all IP signals and UID2s will be resolved back to Experian’s household and individual profiles and their associated devices, which means marketers and platforms can better understand the full customer journey and reach people across their devices.
Experian’s toolkit of cookieless solutions maintains addressability and ensures marketers can continue to do privacy-safe behavioral targeting at scale
As the industry braces for the challenges posed by signal loss and evolving regulation, the unparalleled breadth, depth, and stability of Experian’s Graph empowers our partners across the ad tech ecosystem to confidently achieve their objectives and navigate uncertainty.
What are you waiting for? Fill out the form to begin testing one of these cookieless solutions
About the author
Budi Tanzi, VP of Product and Solution Engineering, Experian Marketing Services
Budi Tanzi is the Vice President of Product at Experian Marketing Services, overseeing all Identity Products. Prior to joining Experian, Budi worked at various stakeholders of the ad-tech ecosystem, such as Tapad, Sizmek and StrikeAd. During his career, he held leadership roles in both Product Management and Solution Engineering. Budi has been living in New York for almost 11 years and enjoys being outdoors as well as sailing around NYC whenever possible.
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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.
It is time for us to polish off our crystal ball and give our predictions straight from consumers’ fingertips for the hot products of the 2012 holiday season. Gadgets will reign across many ages Tablets including LeapPads, Tabeos, iPads, Kindles and others will continue to be a popular gift this year, with more choices than ever. On the list of top product-related search terms driving traffic to the Retail 500 category of sites, Kindle Fire HD and Windows 8 top the list as new products. Additionally, Meep!, a child friendly tablet appeared in the top fifteen. Accessories for both phones and tablets will also be popular, especially as the variety grows for iPhone 5 and iPad Mini. A reoccurring favorite gift for the holidays is UGGs which shows a decrease year over year. However, another brand with a similar product is Bearpaw, which is in the top ten searches and has seen big growth year over year. Source: Experian Hitwise Dolls, video games and Furbys, oh my! To identify the popular toys for gifts this year, we researched product-related search terms driving traffic to ToysRUs.com compared to last year’s holiday season. We uncovered trends in the doll category, Doc McStuffins as number one on the list, along with the classic Barbie, which saw a growth in searches year over year. The Furby is making a strong comeback at the number two spot with a reboot and new features. Another trend here is tablets, from branded searches like LeapPad and Kurio there is also the generic term ‘tablets for kids’. In the video game category, the new Wii U that is debuting just in time for Black Friday and should be a big gift this year, along with searches for PS3 games and the Nintendo 3ds xl are all in the top 20 searches. Source: Experian Hitwise Keywords of the consumer to identify demand Beyond product names, it is important to understand the actual way people search, using key phrases and questions. Last year, for example, there was a lot of activity around ‘in-stock’ products, such as the LeapPad explorer, which was hugely popular and quickly sold out in many stores. Retailers and marketers should monitor this throughout the season and make sure to optimize for in stock if there is a popular product that they have available. Source: Experian Hitwise Consumers also focus on what is the ‘best’ – so we see search activity around ‘best place to buy’, particularly around electronics. Questions such as ‘where to buy a’ specific product are also common, such as ‘where to buy a kindle’. These phrases offer opportunities to boost search campaigns by considering how consumers phrase their questions to ensure to capture these searches. Source: Experian Hitwise Quick tip: In the retail category there will tend to be a lot of retail branded store terms but to keep up with holiday search behavior and help make analysis quick, create portfolios of branded terms to easily exclude those from a certain category. When you strip out all the variations of that term you are able to gain insight into product searches that are most popular to a certain site or category. For more insight on the hot product trends for this year from our Hitwise trend-spotters, watch our webcast.
The holiday season – a most wonderful time of the year for retailers – is underway and marketers are tweaking their campaigns for better customer engagement and enchantment. There are many channels in which to reach top customers and prospective customers, and the new holiday season is a great time to refine strategies and tactics to ensure success. To help marketers in their quest, Experian Marketing Services recently conducted a market research study and learned that email marketing trumped all other tactics as the most successful initiative during the 2011 holiday season. Of the 84.2 percent who used email marketing, 95.8 percent reported that their campaigns were successful. Ninety-three percent said they planned to increase or maintain the same level of investment for the 2012 season. In addition to email, the study showed that paid search and online display advertising were the next most successful marketing tactics of the 2011 holiday season, with 48.9 percent naming search and 34.8 naming online display advertising as extremely or very successful campaign tactics. Our internal experts are currently looking at real-time data around these and other marketing channels and will present what they’ve learned during a live webinar on Thursday, October 25th at 1:00 p.m. EST. This information should prove very helpful to marketers who want to improve their campaigns based on current trends and results. Register for the holiday webinar and you’ll receive all of the survey data in the form of a 2012 holiday marketing white paper. Here’s to a joyous and profitable holiday season!