In the post-cookie landscape, staying ahead requires innovative strategies and partnerships. This case study dives into how MiQ, a leader in the cookieless era, strengthened its Identity Spine with the integration of Experian’s cross-device Graph.
Challenge
MiQ faced a pivotal challenge in avoiding a static approach to strategies and partners while evolving its cookieless initiatives. MiQ aimed to build omnichannel interoperability by integrating privacy-first partners into its Identity Spine. MiQ’s primary objectives included:
- Reaching target audiences in privacy-compliant ways.
- Expanding their cookieless targeting solutions.
- Maintaining or increasing the scale expected from cookie-based targeting.
Solution
To address these challenges, MiQ strategically incorporated Experian’s cross-device Graph into its proprietary Identity Spine. MiQ’s Identity Spine seamlessly connects over 60 cookieless data feeds and 25 ID solutions. The integration allowed MiQ to:
- Create a unified view: MiQ now has a unified view of its clients’ target audiences, enhancing its understanding and targeting capabilities.
- Increase scale: By matching first-party data to multiple universal IDs, MiQ expanded its reach across devices, contributing to a 51% increase in seed audience reach and a 64% increase in universal IDs.
- Improve efficiency: The combination of Experian’s data with MiQ’s Identity Spine facilitated cross-device ID resolution, leading to more accurate measurement and reporting.
Experian’s global data coverage complemented MiQ’s regional expertise, amplifying global reach and adaptability to changing regulations.
“Experian’s Graph has bolstered our alreadycomprehensive, multi-ID Identity Spine withincredible data on cross-device ownershipand cross-channel behavior.”
Georgie Haig, Strategy and Partnerships Director, MiQ Digital
Results
The integration of Experian’s data solution significantly contributed to the success of MiQ’s Identity Spine expansion. The results speak volumes:
- A 51% increase in seed audience reach across devices.
- A 64% boost in reaching audiences through universal IDs.
- Experian’s Graph added 6.5 devices to each matched IP address, enhancing scale and targeting capabilities.
- A 70% match rate in associating MiQ-provided IP addresses with universal IDs.
These outcomes showcase how Experian’s Graph empowered MiQ to find, grow, and measure customers across screens, providing a future-proofed solution for evolving industry challenges.
Evolve your cookieless strategies with Experian
MiQ’s Identity Spine sustains its success through a robust data partnership with Experian, a partnership that continuously evolves as MiQ explores expanded applications of our products. The exploration aims to further enrich MiQ’s data-driven solutions.
Download the full case study to uncover the strategies that empowered MiQ’s successful expansion of its Identity Spine with Experian’s Graph. Your path to navigating the cookieless landscape, enhanced targeting, and measurement starts here.
About MiQ Digital
MiQ is a global programmatic media partner for marketers and agencies, with 19 offices across Europe, North America, and the Asia-Pacific region. They specialize in connecting data from multiple sources to solve business problems for their clients. They are award-winning experts in data science, analytics, and programmatic trading, focused on ensuring clients’ media investments are spent on the right audiences in the right environments.
To learn more, please visit www.wearemiq.com.
Latest posts
While effective affiliate marketing relies on two groups, the publishers (affiliates) who display advertisements online and the advertisers (merchants) who aim to increase sales for their online shop, incorporating insights from Experian Marketing Services’ Hitwise can strengthen affiliate programs.
New data from Experian Marketing Services’ Simmons® ConnectSM mobile and digital panel sheds light on the way smartphone users spend time using their phone, with the average adult clocking 58 minutes daily on their device. On average, smartphone owners devote 26% of the time they spend on their phone talking and another 20% texting. Social networking eats up 16% of smartphone time while browsing the mobile web accounts for 14% of time spent. Emailing and playing games account for roughly 9% and 8% of daily smartphone time, respectively, while use of the phone’s camera and GPS each take up another 2% of our smartphone day. *Activities include use of a smartphone’s native features dedicated to each activity as well as downloaded apps whose primary function falls under the given activity. For instance, “watch video” includes the act of watching video on the smartphone’s native video player as well as use of video apps such as YouTube, Netflix, etc. iPhone versus Android users Smartphone users may constantly debate which operating system is supreme, but we see clear differences between the ways consumers use their phone depending on the operating system that runs it. For starters, iPhone users spend an hour and fifteen minutes using their phones per day, a full 26 minutes more than the typical Android phone owner. Additionally, iPhone and Android smartphone owners use their phones in markedly different ways. For instance, 28% of the time that Android users spend using their phones is dedicated to talking, whereas iPhone users spend only 22% of their smartphone time talking on the device. Android owners also devote a greater share of time visiting websites on their phone than iPhone owners. On the other hand, iPhone owners spend a disproportionately greater share of smartphone time than Android owners texting, emailing, using the camera and social networking. Note on time spent It may surprise some to read that an activity like watching video accounts for such a small share (less than 1%) of the typical adult’s daily smartphone use. However, for the charts above to sum to a single daily total it was necessary to calculate individual activity contribution using a base of all smartphone owners, including those who don’t spend any time engaging in a given activity during a typical day. The chart below provides additional insights into the time spent engaging in the major smartphone activities examining only those individuals who engaged in each activity during a 24-hour period. I’ve also added into the chart a reach and frequency metric to indicate the popularity of each activity and the number of times per day that individuals engage in them. In the chart, the activities with the largest bubbles are those in which the greatest share of smartphone owners engage during a typical day and include the usual suspects: talking (79%), texting (76%), visiting websites (62%), emailing (61%) and social networking (52%). Activities with the fewest daily participants are: watching video, which 2.3% of smartphone owners do during a typical day, and reading, which just 0.5% of smartphone owners do daily. Given that nearly 98% of smartphone users don’t watch videos on their phone during a typical day, it’s easier to understand why video comprises such a low share of the average adult’s daily smartphone use. However, the chart above reveals that those who do watch video on their phone spend, on average, 5 minutes a day watching videos spread out over 4.2 different viewing sessions. For more information on consumers’ usage of smartphones, digital tablets, computers and other traditional and digital media platforms, check out Simmons Connect.
New health information exchanges are prompting data quality efforts, as state and local healthcare agencies look to electronically share patient data.