Have you wondered how the shift toward real-time data is reshaping the way companies connect with consumers? Traditional methods of third-party data collection and demographic targeting are being replaced by more privacy-conscious approaches. In our next Ask the Expert segment, we explore how Experian and Captify’s partnership is harnessing the power of real-time onsite search data to enhance personalized advertising, address identity fragmentation, and provide valuable insights for navigating modern advertising challenges.
We’re joined by industry leaders, Amelia Waddington, Chief Product Officer at Captify, and Chris Feo, Experian’s SVP of Sales & Partnerships. In this segment, they discuss the complexities of identity and the innovative use of real-time data in digital advertising. Watch the full Q&A below to learn more about these topics and discover how the collaborative efforts of Experian and Captify are shaping the future of personalized advertising.
Understanding the power of real-time marketing data
Real-time data provides an up-to-the-minute view of consumer behavior, enabling marketers to make quick, informed decisions. Captify’s use of real-time search data allows for immediate insights, contrasting with traditional third-party data, which often involves delay and prompted answers. This approach allows marketers to see trends and reactions as they unfold, making it possible to tweak campaigns and strategies and always reach the most in-market consumers. By using Captify’s real-time data, we can predict consumer interests and adapt to market changes quickly.
Staying ahead of market trends with predictive analytics
Captify analyzes more than a billion search signals daily, giving brands a detailed look at changes in audience behavior. These real-time insights help businesses make timely adjustments and reach their audiences in the moments that matter. Beyond digital media, Captify’s multi-channel activation strategy extends to platforms such as connected TV and digital out-of-home, ensuring messages remain relevant and effective.
How Experian and Captify work together
Imagine being able to tailor your ads to consumers’ needs and interests in real time. Our partnership with Captify enhances ad targeting and measurement by combining Experian’s vast Digital Graph with Captify’s real-time intent data. “Captify has evolved beyond relying on third-party cookies in isolation and now uses the Experian Graph to provide a more holistic view of identity at both the individual and household levels” says Amelia Waddington, Chief Product Officer at Captify.
As privacy concerns grow, we have built and continue to invest in a signal-agnostic Digital Graph that can make connections across a wide range of identifiers, including the Experian Living Unit ID (LUID). The LUID is a unique identifier representing each household in the United States, based on real households and real people. This allows essential demographic information to be enriched to a household, enriching first-party data with detailed consumer insights, like age, gender, historical purchase behavior, and future purchase intent. By continuously adding new data and building fresh audiences and segments, we provide greater insights into the consumer base. Our Digital Graph serves as Captify’s identity spine, allowing them to connect identifiers together at both the person and household levels. This helps their clients target ads more accurately across different channels, making it easier to track and understand consumer behavior across platforms like TV, digital, and radio.
Here are five key ways our partnership enhances ad targeting and measurement:
Enhancing personalized advertising with real-time insights
Identity fragmentation is a challenge for marketers because consumer data is scattered across different devices and platforms, making it difficult to effectively understand and target consumers. Experian and Captify’s partnership provides the fuel to help advertisers by integrating real-time search data with identity graphs, allowing for accurate targeting across various channels. By combining Experian’s robust Digital Graph with Captify’s real-time intent data, advertisers can deliver highly personalized ads on connected TV that retain their relevance and impact, no matter where the consumer engages with the content.
“We ingest the Experian Graph as part of our internal Graph, allowing us to connect identifiers together at both person and household levels, which aligns with our expansion into TV, out-of-home, and audio channels.”
Amelia waddington, chief product officer, captify
Addressing identity fragmentation
A fragmented identity occurs when consumer data is scattered across different devices and platforms, making it difficult to effectively understand and target consumers. Advertisers need holistic media plans instead of fragmented strategies that risk disengaging consumers, while publishers must demonstrate their platforms’ value by targeting seamlessly.
By enriching and distributing thousands of demographic and behavioral segments, Experian provides the essential data needed to effectively target diverse audiences. Experian’s Digital Graph complements Captify’s data by connecting various identifiers, providing a complete view of individuals and households. This approach helps advertisers overcome fragmentation challenges, and ensure their messages reach the right audience across multiple touchpoints.
Optimizing creative content dynamically
Using real-time data, advertisers can adjust creative elements of their ads to better match consumer interests. This means changing parts of an ad, like images or text, based on current audience data, making it more relevant to the consumer. By partnering with Experian, Captify continues to see a rounded view of a consumer, allowing them to provide clients around the globe with data-driven creatives. These creatives achieve better results than standard ones and enable more meaningful connections with consumers.
Integrating search data into connected TV
Real-time search data plays a crucial role in enhancing the effectiveness of connected TV (CTV) advertising. Captify’s identity solution uses persistent identifiers from the Experian Digital Graph to extract value from onsite search data. Machine learning technology then categorizes these searches to understand consumer intent and create highly relevant audiences. By integrating Captify’s consumer intent data, advertisers can deliver more targeted and relevant ads on CTV platforms. This integration helps marketers reach viewers with content that resonates.
Ensuring multi-channel message consistency
Consistency in messaging across multiple channels is key for maintaining brand integrity and consumer trust. By using Experian’s identity data, Captify ensures that advertisers can deliver cohesive messages across various platforms, including TV, digital, and radio. This integration not only enhances ad targeting precision but also solidifies the brand’s presence, ensuring that every touchpoint reinforces the same core message for a unified brand experience.
Watch the full Q&A
Visit our Ask the Expert content hub to watch Amelia and Chris’ full conversation. In their discussion, they cover identity beyond identifiers, personalized advertising strategies, and the evolving consumer journey. Amelia and Chris also share about interoperability challenges in CTV and how Captify is using alternative IDs like Unified I.D. 2.0 (UID2).
About our experts
Amelia Waddington, Chief Product Officer, Captify
Amelia is Chief Product Officer at Captify, leading the Product, Engineering, Partnerships and Insight teams globally. During her three years at Captify, Amelia has delivered on her product vision to put Captify’s Search Intelligence in the hands of all advertisers—unlocking competitive advantage for clients and partners in a way that’s omnichannel, strategic, open and future-proof. She has launched Captify’s Advanced TV, cookieless and data partnerships product lines. Amelia brings over a decade of experience in driving product strategy, underpinned by expertise across data science, machine learning, and analytics. She has a PhD in computational neuroscience and previous roles include product leadership at LiveRamp and Aimia.
Chris Feo, SVP, Sales & Partnerships, Experian
As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats!
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To say that Amazon Prime Day was a raging success is a considerable understatement Prime Day, the manufactured holiday by Amazon.com to mark the site’s 20th anniversary on July 15, 2015, was the biggest day of the past year for Amazon.com…by far. Experian Marketing Services’ Hitwise® online intelligence tool reports that Amazon.com garnered over 83.3 million visits from mobile and desktop browsers on Prime Day. By comparison, Prime Day topped Cyber Monday — the previous record holder — by a staggering 51.5 percent and Black Friday by 77.2 percent. It’s actually a bit ironic that Amazon promoted Prime Day as having more deals that Black Friday. That’s because visits to Amazon.com have actually been growing so steadily that last year’s Black Friday isn’t even among the site’s 10 biggest traffic days of the last 12 months. Nearly half of the days in July this year, in fact, have had visit counts that surpassed Black Friday. Compared to the previous Wednesday (July 8), the number of visits to Amazon.com on Prime Day rose 68 percent. But Amazon wasn’t the only retailer celebrating. Prime Day was definitely more of a “a rising tide lifts all boats” kind of event. For instance, 57 of the top 100 retail sites in the Hitwise 500 also saw increased visits on July 15 compared to the Wednesday prior. Walmart and Best Buy, which offered competing deals, had a an especially strong showing on Prime Day with visits to their sites up 97 percent and 44 percent, respectively, over the previous Wednesday. Search on Amazon Prime Day So what deals were consumers flocking to Amazon.com to take advantage of? To find out, I used Hitwise to compare the search terms leading to Amazon on Prime Day compared to the previous Wednesday. No surprise, many of the products that had the greatest increase in search click share week-over-week were Amazon’s own, including the “Amazon Fire Stick” (+417 percent) and “echo” (+357 percent). But also on the list were other products that were part of Amazon’s celebratory deals, such as “Nexus 6” (+352 percent), “Instant Pot” (+271 percent) and “PS4” (+250 percent). Overall, searches for Amazon Prime Day and variations thereof were common on July 15 and Amazon.com received 59.8 percent of search clicks from “Amazon Prime Day” searches, 61.2 percent of which were paid, meaning Amazon invested heavily in making sure that it successfully captured the traffic of interested consumers. But obviously not all Prime Day searches lead to the retail giant. Media sites Wired, CNNMoney.com and NBC News each captured at least three percent of traffic following a Prime Day search. In fact, seven of the top 10 winners of “Amazon Prime Day” searches were news and media outlets, which largely did not invest in paid search for that term. Walmart, which captured 1.5 percent of “Amazon Prime Day” searches, however, did pay. Among the “Amazon Prime Day” search clicks that lead to Walmart.com, 63.6 percent were paid. Of course two can play at that game. Amazon was also busy buying search terms of competitors on Prime Day. For instance, 23.9 percent of the clicks to Amazon from searches for “Target” were paid as were 15.9 percent of “Newegg” search clicks, eight percent of search clicks from “Best Buy” searches and 2.5 percent of search clicks for “Walmart.” Sources of traffic In terms of sources of traffic to Amazon.com, News and Media sites accounted for a 56 percent greater share of upstream traffic on Prime Day (6.7 percent) than the previous Wednesday (4.3 percent). But media weren’t the only ones talking about Prime Day, consumers, too, were taking to social media to chat up the event. And while not all online chatter was positive, Social Media sites delivered 15.2 percent of all referred traffic to Amazon.com on Prime Day, up from 11.3 percent of traffic the Wednesday prior, a relative increase of 35 percent. Despite the fact that Prime Day was meant to celebrate a milestone anniversary for Amazon, the overwhelming success for Amazon and other retailers will likely make it an annual event. If that is indeed the case, consumers will come to anticipate the day much like they do Black Friday. Marketers shouldn’t discount the potential for an annual Prime Day event to disrupt normal consumer spending patterns as well as drive even more dollars to be spent through online channels. For more information on how you can leverage Hitwise, the world’s largest sample of online consumer behavior, to improve the effectiveness of your search, display, affiliate, mobile, email and social media marketing campaigns, click here.
Pat Pellegrini is General Manager for Experian Marketing Services’ Consumer Insights group in North America. He also serves as Chief Research Officer and strongly supports the important role that high quality measurement science plays in driving deeper, more actionable consumer understanding. Every year, the American Association for Public Opinion Research (AAPOR) holds its annual conference where research professionals gather to discuss the latest trends, innovations and research. As a leading provider of consumer insights, Experian Marketing Services has an important role to play within AAPOR, the top professional organization of public opinion and survey research professionals. Since joining Experian as Chief Research Officer, and now as General Manager of Consumer Insights, I have driven our organization — already known for our trusted consumer insights — to move even more aggressively on innovations in measurement science, whether that is through self-reported consumer surveys like our Simmons National Consumer Study or passive data collection like our Hitwise online intelligence data. Consumers are being profoundly affected by rapid changes in technology and we are committed to being at the forefront in developing new research approaches to ensure that our data accurately and reliably reflects consumer decisions, behaviors, attitudes, lifestyles and media preferences. Experian Marketing Services was well represented at this year’s AAPOR conference both among attendees and presenters. In fact, six exciting topics from Experian were presented at the conference based on the work we do here every single day. Having this level of recognition from our research peers and the AAPOR organization is an outstanding accomplishment that speaks to our commitment toward research quality and innovation. It’s these types of insights that will help propel the industry forward. At the conference, I was delighted to present, along with my colleague Gerry Dirksz, findings from a successful initiative that Experian Marketing Services recently undertook to produce higher response rates to our Simmons National Consumer Study. Declining response rates are an obstacle facing nearly every player in our field and one that has real implications on data quality. Because certain key segments of the population (e.g., Millennials, Hispanics, etc.) are disproportionately less likely to respond to or participate in research studies, marketers and others who rely on such research may be handicapped by potential blind spots in the resulting data which prevent them from fully understanding important consumer audiences. To prevent such blind spots from occurring in our data, we tested a new two-phased dynamic incentive program that took into consideration an individual household or specific respondent’s propensity to fall into certain “hard-to-reach” segments. With this information in hand, we were able to offer different (often higher) incentives to “hard-to-reach” respondents from the start in order to improve response rates of those segments. Compared to control groups, response rates among those whose incentives were determined by the dynamic model were significantly higher. Having now rolled out this successful process for our entire sample frame, we have seen overall response rates improve markedly. While Experian is not alone in testing new initiatives like these, we are most definitely pioneers in the space and are setting an example for others to follow now that we have demonstrated results. In this regard, I look forward to blazing new trails based on well-thought hypotheses from our expert team. This will ensure that our data continues to be the gold-standard for helping our clients better understand consumers so that they can create more relevant and engaging interactions. Other topics presented by Experian at AAPOR include: The effects of total navigational burden, length of instrument and page complexity on item non-response This paper examined item non-response for long surveys which is a major topic of concern for survey researchers, particularly those looking to collect a large number of measurements from a single source. Specifically, binary (yes/no) questions were studied and potential factors that might contribute to item non-response were identified for further exploration. Patterns of response and non-response to sexual orientation measures In this presentation, relationships and patterns of item non-response among non-Hispanics to a measure of sexual orientation contained within the Simmons National Consumer Survey were explored. Since 2009, item non-response to the sexual orientation question has declined by a rate of 26 percent with a decline among 18-34 year-old respondents of 43 percent. U.S. Hispanic receptivity to self-reported measure of sexual orientation This paper examined the effects of adding a question on sexual orientation with respect to mail survey instrument return rates and item non-response rates among the U.S. Hispanic population. A key finding from this research was the pronounced, significant difference in item non-response rates which were disproportionately higher for Hispanics compared to non-Hispanics and significantly higher for Spanish-language Hispanics versus English-language Hispanics. Does providing an email address in an initial contact study indicate respondents will be cooperators in a subsequent online panel study? This study examines how the cooperation rate for a future study differs between individuals who are willing to provide an email address in the initial phase and those who are not. Results indicate that respondents who provide an email address in the initial contact study are more cooperative in joining a subsequent online panel than those who do not provide an email address. Patterns of non-response to health, diet, nutrition and apparel measures conditioned on body mass index This study examines the relative response of overweight or obese individuals to questions concerning diet, nutrition, health and even apparel in comparison to those individuals classified in the normal range for BMI. Based on our findings, a BMI measurement, outside of the normal range, would not negatively impact a study’s non-response rate to other survey questions related to one’s self-image. For more information about these presentations, please contact us at consumerinsight@experian.com.