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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Dextro clients to achieve increased accuracy in cross-device consumer measurement and engagement NEW YORK, Feb. 6, 2017 /PRNewswire/ — Dextro Analytics, a pure play analytics company that harnesses the power of human learning and artificial reasoning to drive more informed and effective consumer marketing, is partnering with Tapad, the leading provider of unified, cross-screen marketing technology solutions and now a part of Experian. The deal is effective immediately and the scope of the partnership covers North America. Additional terms were not disclosed. Leveraging Tapad's privacy-safe Device Graph™, Dextro Analytics will be able to significantly bolster its insight engine to decode complex customer journeys. Armed with more relevant, actionable insights, marketers can use Dextro's cross-screen, closed-loop measurement systems to reach and engage the right customer at the right time through the right channel. "Being able to accurately map consumer preferences, behaviors and journeys in a privacy-safe and unified way across devices is still one of the biggest pain points for marketers," said Ajith Govind, co-founder of Dextro Analytics. "At the same time, this partnership engages customers with the right message at the right time." "Detecting latent patterns and signals, and tracing backward- and forward-looking behavioral characteristics, are keys to sustaining a competitive advantage in a crowded space," said Manmit Shrimali, co-founder of Dextro Analytics. "With the proliferation of data and devices, connecting the dots is of paramount importance." "Dextro is solving some of the biggest challenges in analytics today," said Pierre Martensson, GM of Tapad's data division. "Our partners consistently see notable improvements in both budget allocation and device optimizations after integrating with the Tapad Device Graph, and I have every confidence that Dextro will be among them." For more information about Dextro Analytics' revolutionary approach to using human learning and artificial intelligence algorithms to solve business and analytical problems, please visit http://dextroanalytics.com/. For more information about Tapad's cross-platform advertising solutions, please visit https://www.experian.com/marketing/consumer-sync Contact us today!