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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NEW YORK, June 1, 2016 /PRNewswire/ — Are Traasdahl, CEO and founder of Tapad, the leader in cross-device marketing technology and now a part of Experian, has been named Founder of the Year by the Nordic Startup Awards. The Nordic Startup Awards' Founder of the Year Award recognizes an individual that has shown exceptional achievements in fundraising, customer growth, financial savvy, and/or leadership throughout the past year. The Nordic Startup Awards evaluates hundreds of players in the startup ecosystem, ranging from investors and founders, to developers and journalists in Denmark, Sweden, Iceland, Norway and Finland. Taking place in two stages, each country selects its nominees for consideration for the regional awards which were held in Iceland on May 31, 2016. Traasdahl is recognized for his continuous investment in Tapad as a whole, as well as his dedication to growing and developing Tapad since founding the company in 2010. He has led Tapad from startup through a steady period of growth resulting in an acquisition by the Telenor Group for $360 million in February 2016. "I am truly honored to be named Founder of the Year by the Nordic Startup Awards, among so many other remarkable leaders in the space," said Traasdahl. "That said, this has always been a team effort. We started Tapad with the goal of giving employees unprecedented growth opportunities while developing breakthrough solutions for our clients. This is a win for everyone at Tapad who has committed themselves to these principles over the past four-and-a-half years." Tapad is reinforcing its commitment to fostering entrepreneurship with the launch of their new Propeller Program. Through Propeller, Tapad will host five early-stage companies at Tapad's New York headquarters for a year to set them up for global expansion. In its inaugural year, the first participants will come from Traasdahl's native Norway. For more information on the Nordic Startup Awards, please visit: http://www.nordicstartupawards.com/. Contact us today!
NEW YORK, May 4, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology and now a part of Experian, has been honored with two iMedia ASPY Awards. Announced on May 3rd at the iMedia Summit in Lost Pines, TX, Tapad's 2016 ASPY Awards include "Best Customer Service" and "Best Mobile Partner." In 2015, Tapad's proprietary technology, Tapad Device Graph™, was named "Best New Media Innovation" and Tapad employee Chris Martin was awarded the "Rising Star Award." The iMedia ASPY Awards – determined exclusively by agency votes – recognize the industry's top marketing technology, media companies and publishers for outstanding service to agencies. The award for "Best Customer Service" recognizes Tapad's client services team and their dedication to helping agencies fully understand their consumers' behavior and achieve the best cross-screen campaign ROI through Tapad's Campaign Pulse and TV Pulse analytics reporting. The "Best Mobile Partner" win recognizes the abilities of the Tapad Device Graph™ to deliver unified cross-screen solutions for the company's partners. "We are privileged to have a talented and dynamic group of people on our client services team, and we are honored to be recognized by iMedia Connection and our agency partners," said Tapad Founder and CEO, Are Traasdahl. "We have always strived to provide the best solutions and the best customer support, so it's extremely gratifying to be rewarded for our efforts. If our clients and partners are happy, we are happy." For more information on the iMedia ASPY Awards please visit: http://aspyawards.com. Read the full press release here. Contact us today!