Ditch the cookie, not the data with the next evolution of contextual targeting
Today, we’re excited to announce Contextually-Indexed Audiences, a game-changer in contextual targeting. Experian’s new solution offers advertisers a powerful, privacy-safe solution that combines the precision of deterministic audience targeting with the flexibility of contextual targeting. Powered by real-time analysis from two million websites, access to 1,400 trusted audience segments, and easy activation through the top demand-side platform’s contextual marketplace or Audigent private marketplaces (PMPs), this solution offers advertisers a scalable way to reach their target consumers.
With this solution, advertisers can reach consumers on websites that over-index for visitors with the demographics, behaviors, or interests, they are looking to target. For example, an automotive brand can select Experian’s “Contextually-indexed in-market for a luxury electric car” audience segment and reach consumers when they are browsing websites that often attract that exact segment. Best of all, this is done in a privacy-safe way since it’s not reliant on cookies, mobile ad IDs (MAIDs) or other user identifiers.
How Contextually-Indexed Audiences work
Contextually-Indexed Audiences harness advanced machine learning technology to move beyond traditional keyword-based strategies. The solution works in three steps:
- First, it analyzes traffic from over two million websites and mobile apps to identify the types of frequent visitors to those platforms.
- Next, using Experian’s Digital Graph, it resolves the identities of those visitors and maps them to more than 1,400 of Experian’s Syndicated Audiences, determining which audiences are most overrepresented on each site.
- Finally, the relevant audiences are assigned to those sites, allowing advertisers to deliver ads to people in those audiences while they are actively browsing the websites — without relying on user identifiers.
Customer success story
A leading auto manufacturer was among the first clients to activate this new solution while we were in beta. The goal was to identify new contextual targeting solutions that focus on privacy while maintaining scale and performance. The client identified two key target audiences: first-time vehicle buyers and experienced buyers. The initial campaigns using this new solution were highly successful. Even as the campaign scaled to twice the original volume, it continued to deliver three times the targeted click-through rate (CTR) goal.
“Partnering with industry leaders like Experian, we’re pushing the boundaries of contextual targeting with innovative data strategies that offer buyers greater flexibility and improved performance. These advanced contextual solutions are exciting as they not only drive results but also have the same privacy safeguards as traditional contextual targeting.”
Matt Griffith, CTO & Co-Founder, Audigent
Benefits of Contextually-Indexed Audiences
- Accurate consumer reach: Real-time integrations with over two million websites and apps coupled with machine-learning indexing technology ensure audience segments are constantly refreshed, which means advertisers reach consumers based on their latest habits.
- Privacy-safe audience targeting: These audiences are not reliant on cookies or any other user identifiers for targeting.
- Audience customization: Create the right audience segment for your campaign by using a combination of over 1,400 audiences across 12 data categories like demographics, politics, health, travel, finance, and TV.
- Flexible activation: Activate these audiences instantly in the top demand-side platform’s contextual marketplace or utilize our partnership with Audigent to create a custom private marketplace (PMP), where they can be activated across any media buying platform. When using a PMP, advertisers benefit from additional performance optimization capabilities.
Experian’s Contextually-Indexed Audiences offer advertisers a powerful solution that combines the precision of audience targeting with the flexibility of contextual targeting. With real-time analysis of over two million sites and access to 1,400 trusted audience segments, advertisers can reach consumers based on their exact behaviors and interests. This is done in a privacy-safe, yet scalable way since it’s not reliant on cookies or other user identifiers. Whether activating instantly through the top demand-side platform or customizing through Audigent PMPs, this is the future of audience targeting.
Ditch the cookie, not the data, and elevate your strategy today.
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Same-sex marriage is a hot button topic no matter on which side of the issue you stand. But there can be no denying that same-sex couples are finding an expanding number of options in the U.S. and abroad should they decide to legally wed. The 2010 LGBT Consumer Report explores the household arrangements and behaviors of America's LGBT consumers—in particular, those associated with marriage—compared to America's heterosexual population. You will learn that despite being less than half as likely to be married, lesbian, gay and bisexual adults are 22% more likely than their "straight" counterparts to have recently wed or to be planning nuptials for the next year. Looking for that perfect gift for the newly wed couple? You will also get some shopping tips for identifying favored retailers of lesbian, gay and bisexual shoppers. We'll start by sizing the LGBT market. An estimated 3.7% of the non-Hispanic adult population (7.1 million adults) self-identifies as LGBT, which can be broken down as follows: The average heterosexual adult lives in a household with 1.9 other individuals, including adults and kids. By comparison, the average lesbian shares her home with only 1.6 other people. Gay men live in the smallest households, sharing their home with only one other person, on average. Over a third of gay or bisexual men (38%) share their home with at least one other adult male, compared with only 24% of heterosexual men who live under the same roof as another adult male. Thirty-five percent of gay or bisexual men say they live with one (and only one) other adult male, a living arrangement that has a higher chance of consisting of a same-sex, co-habiting couple. Over half of lesbians or bisexual women (53%) share their home with at least one other adult female, compared with only 23% of heterosexual women who live under the same roof as another adult female. Forty-three percent of lesbian or bisexual women say they live with one (and only one) other adult female, a living arrangement that has a higher chance of consisting of a same-sex, co-habiting couple. Lesbian, Gay and Bisexual adults (LGB) as a group are less than half as likely as heterosexuals to be married. Only 26% of LGB adults are wed, compared with 57% of “straight” adults. Of all LGB adults, bisexuals are the most likely group to be married, with over 4 in 10 reporting they are presently wed. Lesbians are more than four and a half times more likely than gay men to be married, with 23% of lesbians having tied the knot versus only 5% of gay men. Lesbian, gay and bisexual adults as a group are 22% more likely than heterosexual adults to have either tied the knot in the last 12 months or have plans to wed in the coming year. 5.7% of lesbian, gay or bisexual adults are newly weds or “soonly” weds vs. 4.6% of heterosexual adults. Lesbian, gay and bisexual adults are twice as likely to shop at Neiman Marcus, making the department store the number one retailer with a wedding registry program among LGB shoppers. With many retailers ending their registry programs in favor of gift cards, we looked at how stores without registry programs stack up among lesbian, gay and bisexual shoppers. LGB adults are almost twice as likely to shop at J. Crew, making the store the number one retailer without a wedding registry program among LGB shoppers.
With the 82nd Academy Awards® just around the corner and only days before final voting ballots are due back to accounting firm PricewaterhouseCoopers, Experian Simmons is taking a close look at the American movie-going population. In any given month, over 56 million adults (26% of the adult population) make a trip to the cinema to take in a film. Movie-going typically reaches its peak in mid-summer, and 2009 was no exception. Experian Simmons DataStreamSM reports that in July of last year, 32% of adults went to movies, the highest level observed at any point in the year. In October of the same year, the percentage of past-month adult cinema-goers had dropped to just 19%, the lowest point observed in all of 2009. In this month’s Consumer Insights report, Experian Simmons sizes the movie-going audience, examines their receptivity to cinema ads—including pre-show commercials and product placement within films—online movie searches as well as Americans’ penchant for tuning into the Academy Awards. All data comes from the Simmons Summer 2009 National Consumer Study. Two-thirds of the adult population have gone to the movies at least once in the last 6 months. Nearly half (46%) have been in the last 90 days and a quarter (26%) have been in the last month. Young adults are, as expected, more likely to go to the movies than older adults, but adults over 50 outnumber young adults when it comes to raw number of movie-goers as you will see in the following chart. Over 147 million individuals have gone to the movies at least once in the last 6 months. With 20.8 million adults ages 18 to 24 going to the movies in the last 6 months, this age group accounts for only 14% of the movie-going population. Adults ages 50 and over, on the other hand, account for 37% of the movie-going population with over 55 million adults in this age group going to the theater at least once in the last 6 months. Among all adults who had been to the movies at least once in the last 6 months, 68% have been at least once in the last 30 days. Many movie-goers (39%) have been only once in the last month and only 7% have been four or more times. Young adults ages 18 to 24 are much more likely than the average movie-goer to have been to the theater in the last month with 75% reporting having been at least once and 10% having been 4 times or more. Experian Simmons DataStreamSM reports similar trends in past 30 day movie-going for 2008 and 2009 with the peak for this behavior occurring in both years on almost the exact same date. During the week of July 22, 2009 32% of adults reported having been to the theater during the last 30 days and during the week of July 21, 2008, 29% reported going. Cinema Blockbusters that month in ’09 included Bruno and Harry Potter and the Half-Blood Prince. In July of ’08, Mama Mia and The Dark Knight were released. When it comes to product placement in movies, frequent cinema-goers are most likely to respond. In fact, 41% of adults who went to the movies 4 or more times in the last 90 days are classified by the Simmons Movie Product Placement segmentation system as “Emulators,” those consumers who notice, remember and are driven to buy products placed into the context of a film. By comparison, only 28% of consumers who went to a movie only once in the last 90 days are Emulators. Forty-eight percent of Horror film fans say they often pay attention to commercials that show along with movie previews in movie theaters making them the most receptive to cinema advertisements followed by Romantic Comedy fans and Family movie fans. Only 39% of Foreign Language or Independent film fans say they pay attention to such ads. Nearly a quarter of all movie-goers get movie information, reviews or show times online in any given month. Aside from the obvious movie sites, you are likely to find movie information seekers on these sites: Californians like foreign language and independent films, whereas New Englanders have more of a penchant for Comedies and Southerners are among the most likely to see Horror films. Below are the top 5 metro areas for finding adults who say they usually see the three selected movie genres when they go to the theater. One-in-seven American adults tuned into the last Academy Awards® ceremony on ABC, including many non-movie-goers. Nine percent of adults who had not been to the movies even once in the past six months tuned into the last awards show and ultimately comprised 19% of all 2009 Oscar® viewers. Still, the more frequently a consumer goes to the movies, the more likely he or she is to watch the annual Academy Awards® ceremony.