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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In 2022, Google began changing the availability of the information available in User-Agent strings across their Chromium browsers. The change is to use the set of HTTP request header fields called Client Hints. Through this process, a server can request, and if approved by the client, receive information that would have been previously freely available in the User-Agent string. This change is likely to have an impact on publishers across the open web that may use User-Agent information today. To explain what this change means, how it will impact the AdTech industry, and what you can do to prepare, we spoke with Nate West, our Director of Product. What is the difference between User-Agents and Client Hints? A User-Agent (UA) is a string, or line of text, that identifies information about a web server’s browser and operating system. For example, it can indicate if a device is on Safari on a Mac or Chrome on Windows. Here is an example UA string from a Mac laptop running Chrome: To limit the passive fingerprinting of users, Google is reducing components of the UA strings in their Chromium browsers and introducing Client Hints. When there is a trusted relationship between first-party domain owners and third-party servers, Client Hints can be used to share the same data. This transition began in early 2022 with bigger expected changes beginning in February 2023. You can see in the above example, Chrome/109.0.0.0, where browser version information is already no longer available from the UA string on this desktop Chrome browser. How can you use User-Agent device attributes today? UA string information can be used for a variety of reasons. It is a component in web servers that has been available for decades. In the AdTech space, it can be used in various ad targeting use cases. It can be used by publishers to better understand their audience. The shift to limit access and information shared is to prevent nefarious usage of the data. What are the benefits of Client Hints? By using Client Hints, a domain owner, or publisher, can manage access to data activity that occurs on their web properties. Having that control may be advantageous. The format of the information shared is also cleaner than parsing a string from User-Agents. Although, given that Client Hints are not the norm across all browsers, a long-term solution may be needed to manage UA strings and Client Hints. An advantage of capturing and sharing Client Hint information is to be prepared and understand if there is any impact to your systems and processes. This will help with the currently planned transition by Google, but also should the full UA string become further restricted. Who will be impacted by this change? Publishers across the open web should lean in to understand this change and any potential impact to them. The programmatic ecosystem supporting real-time bidding (RTB) needs to continue pushing for adoption of OpenRTB 2.6, which supports the passing of client hint information in place of data from UA strings. What is Google’s timeline for implementing Client Hints? Source: Google Do businesses have to implement Client Hints? What happens if they don’t? Not capturing and sharing with trusted partners can impact capabilities in place today. Given Chromium browsers account for a sizable portion of web traffic, the impact will vary for each publisher and tech company in the ecosystem. I would assess how UA strings are in use today, where you may have security concerns or not, and look to get more information on how to maintain data sharing with trusted partners. We can help you adopt Client Hints Reach out to our Customer Success team at tapadcustomersuccess@experian.com to explore the best options to handle the User-Agent changes and implement Client Hints. As leaders in the AdTech space, we’re here to help you successfully make this transition. Together we can review the options available to put you and your team on the best path forward. About our expert Nate West, Director of Product Nate West joined Experian in 2022 as the Director of Product for our identity graph. Nate focuses on making sure our partners maintain and grow identity resolution solutions today in an ever-changing future state. He has over a decade of experience working for media organizations and AdTech platforms. Latest posts
Up next in our Ask the Expert series, Ben Rothke, Senior Information Security Manager, reviews two certifications that should be part of your information security strategy: Service Organization Control (SOC) 2 Type 2 and International Organization for Standardization (ISO) 27001. Tapad, a part of Experian, is 27001 and SOC 2 Type 2 compliant. Two information security certifications you can trust Seals from Good Housekeeping and Underwriters Laboratories give consumers confidence that they can trust the product that they’re buying. For IT solutions or service providers, what, or who can you turn to for that seal of approval? There are many equivalent third-party attestations you can use. But which should you trust? The International Organization for Standardization (ISO) 27001 The American Institute of Certified Public Accountants (AICPA) System and Organization Controls (SOC) International Organization for Standardization (ISO) 27001 is an international standard for information security from the ISO. ISO 27001 is globally acknowledged and sets requirements for controls, maintenance, and certification of an information security management system (ISMS). This international standard provides organizations with a framework to identify, manage and reduce risks related to the security of information System and Organization Controls (SOC) The SOC, as defined by the AICPA, is a set of audit reports. SOC reports, like 27001 certificates, are used by service organizations to give their customers the confidence they have adequate information security controls in place to protect the data that they handle. SOC 2 is an assessment of controls at a service organization regarding security, availability, processing integrity, confidentiality, and privacy. The purpose of the report is to provide extensive information and assurance to a broad range of users about the controls at a service organization that are relevant to the security, availability, and processing integrity of the systems that process user data, as well as the confidentiality and privacy of the information processed by these systems. Why ISO 27001 and SOC 2 are important The value of these third-party attestations is two-fold: Organizations can show they have passed an independent external audit Third-party attestations save organizations the time of having to do their own audits In addition to 27001 and SOC 2 Type 2 compliance, we are also certified with ISO 27017 and 27018, which are add-ons to 27001 that are specific to cloud computing. We take the security and privacy of our customers’ data as seriously as they do. Every cloud service provider (CSP) has a responsibility matrix that details what security and privacy tasks they are responsible for and which ones the customer is responsible for. Any cloud customer that needs to be made aware of what their security tasks are is putting themselves at risk. So, when you want to engage a CSP, ask them for their attestations. They worked hard for them and will be proud to share their compliance. We’re powered by decades of setting standards in marketing services At Experian, we’re a privacy-first business. We’re highly focused on respecting people, their data, and their privacy. We continue to show our dedication to information security by completing these security audits every year. The constant changes to data compliance regulations can be challenging to navigate, but you don’t have to do it alone. Contact us today. We will be your guide so you can ethically and confidently reach your customers. Contact us today About our expert Ben Rothke, Senior Information Security Manager Ben Rothke, CISSP, CISA, is a Senior Information Security Manager at Tapad, a part of Experian. He has over 25 years of industry experience in information systems security and privacy. His areas of expertise are in risk management and mitigation, security and privacy regulatory issues, cryptography, and security policy development. Ben is the author of Computer Security – 20 Things Every Employee Should Know (McGraw-Hill), and writes security and privacy book reviews for the RSA Conference Blog and Security Management magazine. Latest posts
Experian kicks off the AdTech year at CES What better way to jump-start start 2023 than a trip to Las Vegas for the Consumer Electronics Show (CES). Our team was thrilled to participate in this annual kick-off with the AdTech community. The uniqueness of what CES has become for our industry can be defined as the intersection between technology brands, digital, television, and AdTech. CES creates the space necessary for marketing and advertising leaders to collaborate to drive rewarding outcomes for the year ahead. Our goal in attending CES was to connect with our partners, clients, and industry leaders to build relationships, form strategic plans, and listen. The opportunity to learn about our industry’s challenges and goals enables us to develop initiatives, drive success, and support our clients and partners. Keep reading for our 2023 CES AdTech recap. “I have been to CES too many times to mention the number; this year was as energetic, collaborative, engaged, and effective as I can ever recall. Our presence was first-class and meticulously organized, which made our interactions as robust as possible. It's a team effort, and we appreciate all the work that goes into this event. “ – Greg Koerner, Vice President of Digital Advertising Sales Our CES AdTech recap Supporting publishers and advertisers is top of mind for us. Many of our conversations focused on the technologies we deliver or collaborate with our partners to provide. Clean rooms and activation were two common themes throughout our discussions. Clean rooms Consumer privacy, regulatory requirements, and data deprecation are driving the AdTech industry to talk about and explore clean rooms. There’s a need to address data collection, storage, analysis, and sharing. Clean rooms are a potential solution that can standardize data and address interoperability issues. Activation In 2023, we predict that digital activation will increase. We continue to see increased demand for environments where alternative identifiers are being transacted (like demand side platforms and video). Social platforms will continue to experience volatility and advertisers will shift their focus to demand-side, video, and supply-side platforms. Download our 2023 Digital audience trends and predictions report to learn where you should activate your audiences in 2023. We can help plan your 2023 digital activation strategy. How we support clean rooms and activation Our Consumer Sync and Consumer View products support these areas and can help you understand people better–so you and your customers can connect with confidence. What is Consumer Sync? Consumer Sync, our consumer identity product, enables signal agnostic collaboration across marketers and technologies, bringing together digital devices, IDs, households, and attributes. Consumer Sync’s Resolution and Collaboration solutions can help you gain a better understanding of your consumers and make identities actionable in any environment. What is Consumer View? Consumer View, our data discovery product, offers marketers a robust, privacy-first understanding of their customers and prospects. Grounded in consumer identity, Consumer View provides the data foundation to engage consumers where, when, and how they want. Consumer View’s Audience and Attribution solutions provide expansive coverage so that you can fill in the gaps to better understand your prospects. Additionally, our collaborative efforts with strong partnerships across the clean room ecosystem and with our activation partners help our clients serve the best ads, at the best times, to the right audience. “CES is back and was a great way to kick off the new year! We were able to meet with a high volume of clients to eagerly talk about building new solutions for the TV space. We are excited to see where these conversations lead in the next few months.” – Ali Mack, Senior Director of TV Advertising Sales Let’s navigate what’s new in our industry, together We can help you connect with your consumers in innovative, impactful ways. Contact us to continue the conversation and learn more about our Consumer Sync and Consumer View products. We can help you take advantage of the opportunities on the horizon.