We’re excited to introduce the next segment in our Q&A series, Ask the Expert! Ask the Expert features a series of conversations with product experts where we dive into the areas you care most about like identity resolution, targeting, attribution, and more. Our next segment features a conversation about sell-side targeting.
Mike Chowla, SVP of Product at OpenX joins us to chat with Experian’s SVP of Sales & Partnerships, Chris Feo. OpenX is the world’s leading sell-side platform for audience, data, and identity targeting. In their conversation, Mike and Chris review:
- The shift to targeting on the sell-side
- How first- and third-party data are being used on the sell-side
- How OpenX is thinking about alternative IDs
What is sell-side targeting?
Sell-side targeting optimizes the way buyers and supply-side platforms (SSPs) work together. This approach moves the responsibility of inventory and audience targeting from the demand-side platform (DSP) into the SSP, providing advertisers with increased reach and better performance.
With sell-side targeting, locating your target audience becomes easier as you have a more direct connection with publishers. This increases your ability to scale against a target audience. Specifically, the SSP directly matches the buyer’s audience or data segment to the publisher inventory and audience and automatically sends the impression to the buyer’s DSP of choice via a deal ID, providing advertisers with improved reach and performance metrics as well as control over their inventory. With more direct access, your budget can likely go further, and you can decrease your effective cost per mille (eCPM) and get more working media.
“Supply-side targeting is the next phase of how supply path optimization (SPO) and buyers will need to work more closely with SSPs.” – Mike Chowla, SVP, Product, OpenX
Buying on the sell-side vs. open exchange
When buying on the open exchange, you have access to a vast number of impressions. With sell-side targeting, you can apply your campaign targeting directly on the supply-side and activate those impressions through a deal ID. Sell-side targeting works across various formats including web display, mobile, in-app, and connected TV (CTV) for a seamless advertising experience.
OpenX offers the unique capability to match users using their device graph within their SSP. This means you can target users from traditional data sources such as cookies or mobile ad IDs (MAIDs) and reach them in CTV or app environments. This gives you even more reach and precision in your advertising efforts.
The role of first- and third-party data on the sell-side
Buyers are showing a keen interest in bringing their own first-party data into the process of sell-side targeting. Meanwhile, certain agencies have been actively involved in working with identity and data. OpenX is currently collaborating with several agency ID solutions such as Choreograph, Merkel, and Horizon.
Buyers are also purchasing third-party data and data segments from various providers through OpenX’s platform for sell-side targeting purposes. By utilizing this data on the supply side, buyers are able to increase the match rate against their first- and third-party data segments in all environments. This ultimately maximizes scale against these audiences and drives a more efficient CPM due to eliminating waste.
Measurement and attribution on the sell-side
In the current state of SSP advertising, there is more of an emphasis on targeting capabilities than measurement and attribution. That said, SSPs can provide granular log level reports that can be utilized for multi-touch attribution (MTA) or mixed media models (MMM). These granular insights not only inform measurement and attribution models, but they also provide valuable optimization insights such as clearing price.
Additionally, advertisers have all of the same reporting options that they’re used to getting through their DSP because their buys are activated via deal ID in the DSP of their choice.
What to consider when transitioning to sell-side targeting
There are two primary items you should consider when transitioning to sell-side targeting:
- Supply
- Reach
Reach
Collaborating with partners who have the right capabilities can greatly improve reach and audience extension across different devices. For instance, if you bring your first-party audience or a third-party audience and are identifying that consumer via a cookie or MAID, being able to extend that targeting segment to other devices and platforms can be highly beneficial.
Supply
It’s crucial to collaborate with partners who have the right access to supply and direct connections with publishers. While targeting is essential, it’s equally important to have high-quality supply to drive performance.
Reaching consumers in a cookieless future
Whether you’re targeting on the demand or sell-side, it always starts with the consumer and who you’re trying to reach.
Significant changes in the consumer privacy landscape are impacting advertisers’ ability to access various signals emitted by consumers through their devices and browsers. Recent developments from Apple and Google have further amplified this situation.
Alternative IDs as a solution to signal loss
In response, we’re seeing the emergence of alternative IDs like UID2, Ramp ID, and ID5. OpenX supports these types of IDs and considers them crucial for audience buying in a privacy-centric cookie-less future.
We are still in the early stages of this evolution. While some of the IDs have good coverage, cookies will continue to be the primary targeting method as long as they remain available.
Nevertheless, we see alternative IDs as one of several solutions that will become increasingly important as third-party cookies disappear. Contextual buying will also emerge, and a set of solutions will come together to enable advertisers to keep finding their audience in a cookie-less world.
Overcoming signal loss with identity resolution
Looking ahead, as we continue to lose signals due to the evolving consumer privacy landscape, we will witness two things:
- Continued fragmentation
- A wide variety of identifiers
Content will continue to be available on various devices. We’re currently experiencing the emergence of connected TV, but who knows what other devices will surface over the next five to ten years. As cookies disappear, which have been the primary identifier, and alternative IDs are introduced, the wide variety of identifiers will create further fragmentation. This highlights the need for identity in the future.
Identity resolution at Experian matches fragmented identifiers to a single profile to create a unified, cross-channel view of your consumers. Our identity resolution solutions can help future-proof your marketing strategies.
How Experian and OpenX work together
Experian is a key player in OpenX’s OpenAudience solution and helps to power many of their data segments as well as their identity graph. While OpenX collaborates with a variety of providers and operates a fully interoperable platform, Experian remains valuable to the core technology within OpenX’s SSP.
“Experian powers a lot of the data segments and identity graph that OpenX has in our OpenAudience capabilities as part of our SSP.” – Mike Chowla, SVP, Product, OpenX
Watch the full Q&A
Visit our Ask the Expert content hub to watch Mike and Chris’s full conversation on sell-side targeting. In the Q&A, Mike and Chris also share their thoughts on the impact artificial intelligence (AI) will have on the AdTech industry and their go-to sources for staying up to date on all things AdTech.
About our experts
Mike Chowla, SVP, Product, OpenX
Mike Chowla is the SVP of Product at OpenX where he leads product development and innovation, from customer discovery and user research to the development, delivery, and support of a market-leading product suite. Chowla holds a BS in Engineering from the University of Southern California, and an MBA from The University of Pennsylvania.
Chris Feo, Chief Business Officer, 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!
Latest posts
Agencies, platforms, and marketers stand at the crossroads of transformation, as privacy regulations tighten, technology accelerates, and consumer behaviors evolve. Yet these challenges also present extraordinary opportunities. Our 2025 Digital trends and predictions report highlights five trends that will shape 2025 and digs into: What’s changing in the market How to keep learning about your customers How to reach your customers in different places How to measure what’s really working along the way In this blog post, we’ll give you a sneak peek of three of these trends — from cracking the code of signal loss to tapping into the buzz around connected TV (CTV) and stepping up your omnichannel game. Think of it as a taste test before the main course. Ready for the full menu? Download our report to get the lowdown on all five trends. Download now 1. Signal loss: A rich appetizer of alternate ingredients As traditional cookies crumble, marketers need fresh ingredients to keep the flavor coming. Already, about 40% of browser traffic doesn’t support third-party cookies, and marketers are spicing things up with first-party data, alternative identifiers like Unified I.D. 2.0 (UID2) and ID5, and contextual targeting strategies. In fact, 50% more of our clients received alternative IDs (UID2, ID5, Hadron ID) in their Digital Graph in 2024 compared to 2023. The number of alternative IDs resolved to individuals in our Digital Graph increased by 30% year-over-year – as everyone looks beyond the cookie jar. There is no secret sauce to replace cookies. Instead, expect a multi-ID recipe that brings together different identifiers, unified by an identity graph. This approach turns a fragmented pantry of data into a cohesive meal, giving you a complete view of your customer on every plate. 2. The rising power of CTV: A hearty entrée of opportunities CTV is quickly becoming the main dish on the streaming menu, as viewers load up on their favorite shows. While CTV is slated to make up 20% of daily U.S. media consumption by 2026, advertisers are still holding back on pouring in the ad spend. To unlock its full flavor, marketers need to whip up solutions like frequency capping and unified audience activation. Although CTV will account for 20% of daily U.S. media consumption by 2026, it’s projected to command only 8.1% of ad spend. Frequency capping and unified audience activation solutions will be key to unlocking CTV’s full potential. By 2025, nearly half of CTV "diners" will choose free ad-supported streaming TV (FAST). Marketers need strategies to prevent ad overexposure. With 50% of U.S. consumers avoiding products due to ad overload, and 30% of marketers willing to increase their CTV spend if frequency capping improves, unified identity solutions help ensure every impression is served just right. 3. Omnichannel: A flavorful fusion plate No one likes a one-flavor meal. Marketers are moving beyond single-channel “side dishes” to omnichannel “fusion feasts” that blend direct mail, digital, CTV, and retail media networks (RMNs) into a truly cohesive culinary experience. Even though only 21% of global B2C professionals currently put omnichannel at the top of their shopping list, the growing demand for seamless, audience-first campaigns is heating up. In 2025, having an audience-first approach will be like having a perfect pairing for every course. Unified identity solutions act as your master sommelier, ensuring that each channel complements the next, and every customer enjoys a well-rounded, memorable journey. Vertical trends: A dessert sampler from four unique kitchens Different markets have their own signature flavors. In Auto, crossover utility vehicles (CUVs) claim 51% of new vehicle registrations, and consumers in the 35-54 age group and families are the primary buyers. Automotive marketers should prioritize CUV advertising with a strong focus on family-oriented and income-appropriate messaging In Financial Services, marketers need to anticipate shifts in consumer behavior tied to economic conditions, such as increasing demand for deposit products when interest rates are high. For insurance, aligning campaigns with life events, like new home purchases or marriage, can maximize engagement. In Healthcare, advertisers are prioritizing personalized, regulation-compliant campaigns that address social determinants of health (SDOH). In Retail, advertisers are increasingly activating on both CTV and social platforms, with many managing their own in-house campaigns. While larger brands often rely on media agencies, a shift toward in-house media buying is emerging among some bigger players, offering more control over audience targeting and performance metrics. Our report covers each vertical’s unique menu, helping you select the right “ingredients” for your customers. With the top Experian Audiences on hand, you can create feasts that delight, nourish, and convert. Hungry for more? Download our full menu The three “samples” you’ve just tasted are just the starters. Our 2025 Digital trends and predictions report serves up five insights, complete with strategies, data, and tools to help you adapt, scale, and thrive in 2025. Ready for the full menu? Download our report now and discover all five trends that will shape your marketing “cookbook” in 2025. Bon appétit! Download now Latest posts
Swiss Sense’s mission is to provide exceptional sleep comfort for all. The European retailer analyzed their customer data in one market to better understand their ideal customer profile and scale these learnings to other markets. To achieve this, Swiss Sense used Experian’s Mosaic® data, a profiling tool that segments households into categories based on their lifestyle, interests, and demographics. Using Mosaic data, Swiss Sense identified key customer personas and tailored their communications to match. Partnering with Experian, they created personalized product recommendations and delivered targeted messaging through direct mail, out-of-home (OOH) advertising, and leafleting campaigns. What is Mosiac? Experian’s Mosaic data helps businesses understand their customers better by grouping households into segments based on their lifestyles, interests, and financial situations. It gives marketers a clear picture of who their customers are, so they can create more targeted campaigns. Challenge: Utilize data-driven insights to drive market-specific growth strategies Swiss Sense wanted to expand its presence across all of its markets. To achieve this, they analyzed customer data in the Netherlands to identify their ideal customer profiles and replicate their success in other regions. Their objectives included: Develop regional strategies Integrate data-driven insights into their local and international marketing strategy The solution to achieve data-driven marketing Swiss Sense saw that Experian could provide a data-driven view of customers in other countries using both Global and local Mosaic profiles. They chose Experian as their partner to ensure a persona-based segmentation across multiple countries. This partnership allowed Swiss Sense to: Gain consistent customer insights across all operational markets. Equip marketing and operational teams with precise data for targeting and personalization. Drive adoption of the segmentation strategy by giving end users access to a bespoke dashboard with the data. Results: Driving targeted marketing and personalized experiences with Mosiac By partnering with Experian, Swiss Sense was able to seamlessly implement a solution tailored to their unique needs. Swiss Sense gained an overview of its customer base while using the more granular Mosaic data in each country to gain the optimal understanding of each region’s customers. These insights helped Swiss Sense’s marketing team, allowing them to craft targeted customer content, suggest relevant imagery, and adopt the right tone of voice. Identifying key Mosaic growth segments further enabled Swiss Sense to focus marketing efforts on regions and cities over-indexing for their ideal customer types. This led to the execution of highly targeted offline campaigns, including: Direct mail flyers delivered to target audiences’ homes OOH advertising in cities where key segments over-index Distributing leaflets in public places such as target town centers Download our case study for the full details of Swiss Sense’s journey to international growth. Download the full case study now About Swiss Sense Founded by the Diks family in 2006, Swiss Sense is a Dutch family-owned retailer specializing in high-quality beds, mattresses, and bedroom accessories. With over 2,000 employees and stores across multiple European countries, Swiss Sense is dedicated to providing exceptional sleep comfort for all. To learn more, please visit www.SwissSense.nl. Latest posts
Every year, the Experian team attends the Consumer Electronics Show (CES) in Las Vegas to study the latest technological advancements and innovations that shape the AdTech industry. The energy at CES 2025 was palpable, with a whirlwind of conversations around artificial intelligence (AI), connected TV (CTV), privacy-first solutions, and sustainability in advertising. Here are four standout themes from this year’s event. 1. The AI evolution: More buzzwords, but growing potential AI dominated discussions this year, but the gap between hype and practical application was still evident. While some vendors showcased innovative tools for campaign optimization and audience creation, much of the buzz felt aspirational. The use of AI to generate audiences based on new types of data is a promising sign of things to come. Data providers, including those collaborating with Experian, are beginning to test AI tools to enhance audience accuracy and scale. The AI space still feels frenetic, but the potential for transformative change is undeniable. "AI was a hot topic, with discussions ranging from campaign optimization tools to audience selection. While many leaned on buzzwords, there were glimpses of legitimate use cases."Brooke Logan, VP of Data Strategy and Partnerships 2. CTV: A race for quality and curation CTV remained a popular topic at CES, particularly around the challenges of fragmentation and scale. Sellers are grappling with an oversupply of inventory, leading to a renewed focus on curation. Conversations highlighted the importance of premium audiences, brand safety, and identity resolution. In the fragmented CTV landscape, advertisers want to be able to define an audience once, have that audience be highly addressable, and then activate everywhere. One standout theme was the shift in CTV monetization strategies. With linear TV revenues declining, major publishers are exploring ways to maximize yields on streaming platforms. Direct-sold premium inventory still reigns, but programmatic is gaining traction—a trend we’re seeing driven by publishers seeking scalable solutions. "CTV remains fragmented. While premium inventory is largely direct-sold, big publishers are exploring ways to boost yield on streaming as linear revenue declines."Lauren Portell, Sr. Account Executive, Advanced TV 3. Privacy-first solutions The regulatory landscape continues to evolve, and advertisers are responding with innovative, privacy-centric methodologies. For industries like healthcare, privacy-first solutions are being developed from the ground up to comply with current and future regulations. The emphasis on cookieless and contextual advertising remains strong, with data providers utilizing first-party data to enrich audience targeting strategies. "Providers across verticals that are typically more sensitive are developing methodologies from the ground up based on current and future potential privacy regulations."Adam Kobus, Director of Data Partnerships 4. Eco-conscious advertising: Building a sustainable future Sustainability emerged as a growing focus, as indicated by initiatives like Scope3 and Experian’s own carbon reduction goals. Companies are exploring ways to reduce the environmental impact of ad serving and data management. For example, platforms like AdGood are transforming unused CTV inventory into opportunities for non-profit initiatives. While not strictly eco-focused, these efforts signal a shift toward more conscientious advertising practices. "Sustainability is gaining attention, with efforts to reduce the carbon footprint through eco-conscious advertising, data management practices, and ad serving."Erin Wolf, Sr. Account Executive, Demand Partnerships The buzz around Experian The launch of the Experian marketplace and the Audigent acquisition were major talking points, underscoring Experian’s commitment to innovation in AdTech. Together, Experian and Audigent will be an end-to-end solution where publishers big and small can empower marketers to better understand their customers, create precise audience segments, and activate those audiences across the best inventory. Likewise, Experian’s new data marketplace connects TV operators, programmers, supply partners, and demand platforms with top-tier third-party audiences across retail, CPG, health, B2B, and location intelligence. All audiences delivered from our marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. An exciting year ahead CES 2025 underscored the rapid evolution of the advertising ecosystem. From AI to CTV and privacy-first solutions, the industry is adapting to new challenges and opportunities. As Experian continues to lean into these trends, our role in powering data-driven advertising through connectivity remains more focused than ever. We’re excited to see how these themes will evolve throughout the year and look forward to collaborating with our partners to shape the future of digital advertising. Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Latest posts