Experian is excited to introduce our new Geo-Indexed audiences. Our Geo-Indexed audiences use a new advanced indexing classification technology to identify and reach consumers based on their geo-regional attributes. These audiences can help you discover, segment, and craft messaging for consumers without the use of sensitive personal information, so you can confidently reach your target audience without sacrificing data privacy.
In this blog post, we’ll review how our new Geo-Indexed audiences can help you reach your audience while balancing data privacy and accuracy.
How we collect and use data is changing
The AdTech industry is undergoing a transformation as various forces shape its trajectory. One significant factor is legislation, with as many as 26 states currently considering data privacy laws. Consumer preferences also play a crucial role, as more individuals look to brands for responsible and ethical data handling practices. According to Forbes, 82% of people view brands positively when they consciously opt to refrain from using personal data for personalized ads. Major players in the field such as Apple and Google are actively pushing for a shift away from traditional methods like cookies and other identifiers in data collection and usage. These developments mark a considerable shift in how we use data.
Many brands are seeking a few solutions to continue to find and reach their target audience online, but at Experian, we see a great opportunity for innovation and impact within geo-based targeting solutions.
“We predict that over the next year, you will begin to see innovations in geo-based targeting methodologies that satisfy the industry’s need for audience targeting with responsible data strategies. By embracing innovations in geo-based targeting and adhering to responsible data strategies, you can not only comply with these laws but continue to reach your intended audiences effectively.”
jeremy meade, vp, marketing data & operations
Introducing Experian’s Geo-Indexed audiences
Geo-Indexed audiences from Experian allow brands to reach consumers and households based on geographic regions that over-index for a common set of attributes.
Our Geo-Indexed audiences give brands the ability to:
- Stay connected: Maintain a touchpoint with consumers as other audience targeting solutions disappear or reduce scale due to new legislation.
- Expand your audience reach: With our sophisticated geo-indexing methodology, you will be reaching your target audience’s circle of influence within the geo-region.
- Execute where you want: By linking our Geo-Indexed audiences to Experian’s persistent identifiers, you can activate these audiences on the shelf of your platform of choice.
As a part of the release of Geo-Indexed audiences, we will be rolling out three main categories:
- Language
- Ethnic Group
- Demographics which include:
- Education
- Household Income
- Marital Status
- Occupation
- Presence of Children
Over the next year, we will continue to release new audiences within Geo-Indexed audiences.
How you can use Geo-Indexed audiences
An Auto brand has a new corporate policy restricting the use of sensitive personal information in audience targeting but would like to reach high-income earners. To reach their target audience they use the Geo-Indexed audiences to reach households who are in geographic regions that index highly for income ranges ‘$175,000 – $199,999’ and ‘$200,000+.’
Prioritize privacy without sacrificing accuracy with Experian’s Geo-Indexed audiences
Our Geo-Indexed audiences are available in most major data and demand-side platforms. Visit our partner page for more information.
Don’t see our audiences on your platform of choice? We can help you build and activate an Experian audience on the platform of your choice.
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by AdExchanger // Friday, March 15th, 2019 – 12:06 am “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today's column is written by Preethy Vaidyanathan, chief product officer at Tapad, a part of Experian For years marketers asked, “How do we get more data?” Now that they've mastered data mining, marketers want to know what’s next. The time has come for organizations to make their abundance of digital data actionable, increase ROI and reach consumers with consistent, personalized experiences across all touchpoints. A seamless consumer experience can only be achieved by consolidating digital data. Organizations, however, are finding that consolidating data silos is more time-consuming and complicated than initially expected. The challenges One of the most pervasive obstacles companies face in when consolidating data is adopting inefficient and costly tactics that quickly become outdated. For instance, over the last couple of years, many companies turned to enterprise data warehouses to consolidate data silos, but some were too expensive or poorly suited for raw, unstructured and semi-structured data. This led companies to adopt data management initiatives, which bogged down many enterprises. Perception among senior level executives is another challenge. Many still question the need for digital transformation – achieving greater efficiencies through updating business and organizational processes with new technologies. Gartner found that more than half (54%) of senior executives say their digital business objective is transformational, while 46% say their objective is optimization. Digital transformation and data consolidation require time and effort. So, many large organizations work to overcome data silos as part of a multiyear digital transformation versus an immediate action item, delaying the benefits the company sees from taking on this project. All of these challenges make delaying progress in data consolidation easy, but companies should remember the impetus for doing so: creating a seamless customer experience that, in turn, drives business results. Brands with higher quality customer experience grow revenue faster than direct competitors with lower quality customer experience. The approach Many brands go into the digital transformation process assuming they have massive amounts of customer data, and that much of it is valuable or will be in the future. They might spend months aggregating that data in data stores or data lakes – at great expense. The trouble is that their data was scattered across multiple databases, which means it’s highly fragmented. As a result of this fragmentation, marketers can’t activate their data in ways that enhance the customer experience. To do so, companies must ensure their digital data is highly flexible so it can provide a holistic view of the consumer journey across every digital, in-store, in-venue and offline channel. I’d recommend that organizations taking on data centralization initiatives prioritize use cases that offer the company the greatest benefit. This is where organizations should establish a “crawl, walk, run” approach to data centralization to ensure key executives buy into the process. Starting with a subset of use cases, such as customer retention or upsell, or with a campaign, which is an even smaller starting point, allows executives to see the benefits of data consolidation projects relatively quickly. Once they validate these initial benefits, they can expand the range of use cases or campaigns, as well as the marketing ROI for their business. While data centralization is a long-term project that may take several years to complete, it doesn’t mean a business can’t get started now and see measurable results quickly. Break down data consolidation into stages so the organization can experience wins along the way. At the end of the day, data consolidation will help organizations deliver more effective marketing campaigns that drive business growth. Follow Experian Marketing Services (@ExperianMktg_US) and AdExchanger (@adexchanger) on Twitter. Contact us today!
Tapad's technology enhances Bidtellect clients frequency capping and audience extension capabilities cross device. NEW YORK, Feb. 28, 2019 /PRNewswire/ — Tapad, part of Experian, is a global marketing technology company and leader in digital identity resolution solutions, today announced a new partnership with Bidtellect, a leading native Demand-Side Platform (DSP). Bidtellect's paid content distribution platform will leverage The Tapad Graph™ as its first cross-device partner. The integration will offer Bidtellect's clients in the U.S. and Canada cross-device frequency capping and enhanced audience extension capabilities. The combination of Tapad's leading cross-device technology, with Bidtellect's unparalleled scale and optimization capabilities, will allow content marketers within brands and agencies to develop even more strategic, effective content marketing campaigns. The Tapad Graph™ will allow content marketers to gain greater reach and create more relevant, unified messaging with targeted delivery, when used in conjunction with Bidtellect's technology. Marketers can expect to benefit from amplified reach, and enhanced, privacy-safe engagement with desired audiences as a result of this partnership. "Partnering with Tapad, the leaders in cross-device data, provides Bidtellect with a complete solution that leverages both probabilistic and deterministic mapping strategies," said Mike Conway, Chief Technology Officer at Bidtellect. "The Tapad relationship expands our audience size by providing the opportunity to reach the same user across multiple devices and, when used in conjunction with our frequency capping functionality, ensures increased reach, reduced ad saturation, and elimination of wasted ad spend." As the partnership progresses, Tapad will also work with Bidtellect to provide advanced attribution for conversions and engagement metrics including connectivity and amplification. These advanced insights will help brands and agencies develop a more holistic approach to content marketing, so they can build audiences and influence bidding algorithms that directly impact their business. "We're thrilled to be working with Bidtellect as the company's first cross-device partner," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "At Tapad, we are continuously advancing our identity resolution solutions to keep pace with the ever-changing needs of marketers. As a part of that commitment, we look to work with partners where our technology is able to enhance their offering to better serve marketers. We are looking forward to creating that superior experience with the Bidtellect team." Contact us today to get started
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