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.
Latest posts
Marketers traditionally use income, net worth and income-producing assets to enhance their consumer targeting efforts. However, these data elements provide insight only into spending capacity, not how much is actually being spent. Consumers who appear nearly identical in terms of demographics may, in fact, vary widely when it comes to discretionary spending. Some are savers, some are spenders and some have more financial obligations than others. Experian Marketing Services offers data-driven marketers a way to cut straight to the chase when targeting consumers by out-of-pocket expenditures with the Discretionary Spend Estimate. This estimate is available for direct marketing applications to enhance marketers’ targeting efforts as well as an add-on to the Simmons National Consumer Study (NCS) providing marketers with the ability to evaluate discretionary spending against any of the 60,000 consumer variables measured in the study offered by Experian Simmons. In the new 2011 Discretionary Spend Report, Experian Simmons presents a vivid profile of American households by the amount spent annually on nonessential goods and services, including things like entertainment, dining out, personal care, etc. For starters, we report that an estimated 28% of Americans’ annual household spending is on discretionary goods and services. Specifically: The typical U.S. household today shells out $12,800 annually on discretionary expenditures Over half of households spend less than $10,000 on discretionary purchases each year, including just over a third that spend less than $7,000 annually Only 5.8% of American households spend $30,000 or more per year on nonessential goods and services, including 2.2% that spend $40,000 or more annually Distribution of U.S. households, by annual discretionary spending Furthermore, we estimate that, in aggregate, Americans spend $1.47 trillion annually on discretionary goods and services. Despite the fact that households spending less than $7,000 on nonessentials comprise over a third of all households, this segment of the population accounts for just 10.8% of total annual discretionary spending in the United States. Combined, households spending less than $7,000 annually contribute $158.3 billion in discretionary spending to the economy at large The top 2.2% of spenders (those households that spend $40,000 a year or more on nonessentials) account for fully 11.2% of the nation's total annual discretionary spending Households spending between $20,000 and $29,999 annually on nonessential purchases account for the largest single share of the nation’s spending: $305.1 billion Proportion of nation’s total annual discretionary spending, by spend segment Total annual discretionary spend contribution, by spend segment Understanding the pocketbooks of America’s spenders is one thing, but understanding what’s going on in their heads is another. Luckily, Experian Simmons delivers the mindset of the American consumers; below is a look at select attitudes that uncover real differences in personalities and lifestyles of Americans depending on their annual discretionary spending. Highlights include: 46% of high spenders say they often drink alcoholic beverages making them 77% more likely than the average U.S. adult to do so High spenders like to drive faster than normal while low spenders like to drive alone for a sense of freedom Low spenders say that “money is the best measure of success,” but they also say they “don’t want responsibility” High spenders say they are often chosen to be the spokesperson of a group Check back here for more posts on America’s discretionary spending habits and behaviors or download the full 2011 Discretionary Spend Report now.
The BRICs markets (Brazil, Russia, India and China) are becoming ever larger forces in the world economy. For some time their growth rates have been faster than those experienced in western economies, and they have borne the recent economic crisis with greater resilience. In many ways it's wrong to refer to the BRICs as "developing" markets — by some measures they can be considered just as developed as the "developed" markets. Manufacturers and service providers have to be interested in the BRICs. Their sheer size, allied with these growth rates, means they offer huge potential. Growth rates in the BRICs for a range of items have been rapid. Data from Global TGI, an international network of market and media research companies spanning over 50 countries and six continents, shows this very clearly. In this post we look at three examples in diverse sectors. These charts show the trend over the last decade in the ownership in the BRICs markets of cars, microwave ovens and bank cards. They are based on the total measured urban adult Global TGI population in all cases. We can also compare this with the trend in the U.S. sourcing data from Experian Simmons. Boom in car ownership There has been dramatic increase in the ownership of cars over the last decade in Russia (80%), India (90%) and China (200% growth). These rates of growth are a clear sign of how economic development spreads wealth and makes items affordable to increasing numbers of consumers. The exception to this picture is Brazil, where car ownership was considerably higher than in the other BRICs at the opening of the new century, and growth has been more serene. By comparison to the BRICs we see from Experian Simmons that in the U.S. (as well as Great Britain) there has been virtually no percentage growth — new purchases are largely replacement purchases. The microwave oven market heats up Purchasing a microwave oven for your home is by no means as expensive an undertaking as purchasing a car, but it requires the availability of sufficient disposable income. In this category we see from Global TGI significant growth in all the BRICs over the last decade — from a 50% increase in Brazil to over 700% in Russia. The growth story in Russia is typical of many categories in fast-growing markets: ten years ago a microwave oven was still an expensive item for most households given their purchasing capacity, and ownership was largely the preserve of the well-off. Subsequently however, it has become affordable as well as being regarded as necessary by most people, and penetration has grown dramatically. As with automobiles, growth of microwave ovens in the U.S. has remained flat with fully 89% of all American homes already owning a microwave. Financial sophistication The growth in ownership of credit and debit cards arises from people's need to manage money, and greater levels of financial sophistication. Clearly it also represents a huge opportunity for financial institutions. It has been striking across all the BRICS — and there is still potential for more, perhaps in India most of all. Again we see from very little growth over the same period in the U.S. and Britain, which were already saturated. Today, 83% of Americans have a debit or credit card, as do 90% of Brits. Consumer growth in the BRICs will continue Across many other categories the same picture can be seen, of rapid growth yet still much further potential. We can anticipate growth in the BRICs and other developing markets continuing to outpace growth in western markets across the full range of consumption categories. With economic growth happening at different speeds this trend seems likely to last for a long time. Furthermore, it's not only that they are growing faster. In population terms, the BRICs together represent 42% of the people of the world. Their large populations mean that they will increasingly dominate world markets in absolute numbers too. When this rapid macro-economic development is considered along with the sheer size of their consumer markets and the speed of their growth evident from these Global TGI figures, it is very clear why many manufacturers are focusing attention very closely on the BRICs. Learn more about how Experian Simmons and Global TGI can provide you with consumer insights across the globe with comparisons to the United States.
In the digital age, print coupons are dinosaurs, right? Not one bit. In fact, according to Experian Simmons, users of printed coupons — those obtained from newspapers, magazines, mail, etc.—outnumber users of digital coupons by a margin of almost 3-to-1. As of February 14, 2011 (the latest date for which data was available at the time of this post), 68% of all U.S. adults said their household uses print coupons, a number that has remained relatively unchanged during the past five years. 68% of all U.S. adults said their household uses print coupons, a number that has remained relatively unchanged during the past five years. By comparison, Experian Simmons also reports that 22% of all U.S. adults say their household uses digital coupons obtained from email or the Internet. That figure may be lower than the usage reported for any measured type of print coupon, including those handed out in or near stores, but adoption of digital coupons is growing: in 2005, just 12% of American adults used digital coupons. Smartphones adoption will continue to propel digital coupon use to historic highs in the months and years to come. According to an analysis featured in the 2010 U.S. Household Consumer Trend and Benchmark Report, 34% of U.S. iPhone owners use digital coupons compared with just 21% of non-iPhone owners. Interestingly, use of print coupons among iPhone owners doesn’t suffer a bit. In fact, as of February 14, 2011, 68% of iPhone owners reported that their household used print coupons versus 64% of non-iPhone owners, making it obvious that merchants should give their customers an option of using both print and digital coupons. For further consumer insights, download the 2010 U.S. Household Consumer Trend and Benchmark Report, which includes trends on economic outlook by household income, charitable contributions and planned automobile purchases.