In a perfect world, we’d all have a single, go-to grocery store that carried everything on our shopping list – fresh produce, gourmet coffee beans, rare spices, and maybe even that special-grade olive oil, right alongside our wholesale bulk purchases at unbeatable prices. It would be convenient and efficient, and it’d save a lot of driving around town.
The changing data marketplace: From one-stop shop to specialized selection
For a long time, data buyers enjoyed something similar in their world: a small set of large-scale data marketplaces that offered a wide array of audiences, making it easy to load up on whatever you needed in one place. Not only are there fewer places to pick everything up, but new factors like privacy and signal deprecation are placing a spotlight on quality and addressability.
Just as our dinner plans are growing more ambitious insofar as we want health, flavor, value, and convenience all in one place – so are our data strategies. Instead of a single steak-and-potatoes meal, today’s data marketplace operators might be cooking up a complex menu of campaigns.
“Experian has been a longstanding partner of DISH Media, and we’re excited to be an early adopter of their marketplace which leverages the foundation of their identity solutions to ensure maximum cross-channel reach as we look to expand the breadth and depth of data we use for addressable TV.”
Kemal Bokhari, Head of Data, Measurement & Analytics, DISH Media
As a result, data buyers are beginning to shop around. Some still rely on large-scale marketplaces for familiar staples, but now they have reasons to explore other options. Some are turning to providers known for offering top-tier, transparently sourced segments. Others are focusing on specialty providers that excel in one area.
A more selective approach to data buying
In this environment, choosing where to “shop” for data is becoming more deliberate and selective. Data buyers aren’t just thinking about broad scale; they’re looking to prioritize quality, durability, data privacy, and differentiation. They need to place higher value on data marketplaces that can maintain audience addressability over time, despite signal loss. Sometimes, that means accepting a smaller assortment in exchange for tighter vetting and more reliable targeting. Other times it means mixing and matching – stopping by one marketplace for premium segments and another for cost-friendly, wide-reaching data sets. Either way, they can benefit from having more choices.
“Experian has been a longstanding partner of DISH Media, and we’re excited to be an early adopter of their marketplace which leverages the foundation of their identity solutions to ensure maximum cross-channel reach as we look to expand the breadth and depth of data we use for addressable TV.”
Kemal Bokhari, Head of Data, Measurement & Analytics, DISH Media
Experian’s marketplace: A trusted source for high-quality data
Experian’s vetted and curated blend of data partners and vertically-aligned audiences offers a trusted specialty store for data buyers. Experian’s marketplace, powered by identity graphs that include 126 million households, 250 million individuals, and 4 billion active digital IDs, enables partner audiences to be easily activated and maintain high addressability across display, mobile, and connected TV (CTV) channels. In particular, Experian’s marketplace provides:
Enhanced addressability and match rates
All audiences delivered from the marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning.
Enhanced addressability and match rates
All audiences delivered from the marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning.
Enhanced addressability and match rates
All audiences delivered from the marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning.
The future of data marketplaces: Precision and flexibility matter
The evolution of data marketplaces reflects the industry’s shifting priorities. Data buyers seek specificity, reliability, and adaptability to align with their diverse campaign needs. The best data strategy, much like the best grocery run, isn’t about grabbing everything in one place – it’s about carefully selecting the right ingredients to create the perfect recipe for success. This shift underscores the importance of flexibility and precision as data buyers navigate a landscape shaped by privacy regulations, signal loss, and evolving consumer expectations.
As data marketplaces adapt to meet these demands, they are redefining what it means to deliver value. Experian’s marketplace enables buyers to strike the perfect balance between reach and quality by offering enhanced match rates, precise audience planning, and seamless distribution. In this new era, data buyers have the tools and options to craft campaigns that are impactful and aligned with the increasingly selective and privacy-conscious digital landscape. The key is recognizing that today’s data strategy is about utilizing the strengths of many to create a cohesive and effective whole.
If you’re interested in learning more about Experian’s marketplace or becoming an active buyer or seller in our marketplace, please contact us.
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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.