In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion.
Adapting to signal loss
What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade?
As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen.
Connecting audiences across channels
How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile?
Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels.
The value of earned attention
Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands?
Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift.
To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact.
Creative innovation and location insights
Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market?
One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product.
We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy.
Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs.
Future ready media strategies
How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes?
We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates.
Raising the bar for media accountability
Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability?
From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions.
When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression.
All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness.
Driving impact across the funnel
What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration?
We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel.
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Identity resolution FAQs
Identity resolution ensures accurate connections between devices, households, and individuals. Experian’s Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web.
Solutions like Experian’s Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade.
Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration.
By linking CTV impressions to households and extending those connections to mobile and web, Experian’s identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach.
About our expert
Ben Smith
VP Product, Data Products, Infillion
Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019.
About Infillion
Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems.
Latest posts
What is the most valued asset an advertiser has? Is it their brand? Is it their inventory? Is it their ever-improving website? The answer is simple – it’s their CRM file. Without it, nothing else matters. People have several options when it comes to the wide variety of products and services in the marketplace, so advertisers need to communicate with their customers in a relevant manner through media channels their customers prefer. This creates a more pleasant experience for the customer, and the potential for a lifelong relationship. And the CRM file is the first part of that equation. The second part of the equation is quality, third-party information. When combined, advertisers can have a holistic view into the customer’s behaviors, preferences and interests – keys to relevant communication. And of course, Experian is here to help! OmniActivation is built upon Experian’s ability to leverage/match an advertiser’s own customer file including the names and addresses, email, phone numbers, social IDs, digital IDs, etc., with various media partners and destinations. As you can imagine, there is complexity in how each of these identifying points can be used for successful matching/targeting. For this article, we want to focus on the value of being able to match using the client’s names/addresses. Our clients have a common goal to ensure that they are sending the right messages/right offers at the right time to their customers to drive business and revenue. Matching (using name and address) is the ultimate means of being able to accomplish that goal. Experian has perfected the ability to match using names/addresses and has provided this support for decades to benefit our clients. Our matching expertise relies on the following three critical factors: Security: Experian ensures the security of any data by using encryption or secure transfer protocols in receiving data for matching projects. We understand the value of personally identifiable information (PII) and our high security standards reflect that focus. Accuracy: Our ability to match PII using custom logic and parameters ensures that we are identifying the most accurate matches. Matching PII between two files is the most direct and accurate way to target. We can identify PII matches based upon individual, household and address levels and have consistently outperformed our competitors on name/address matching standards. Confidence: Experian is a trusted third party for our clients and their most valued asset, their CRM files. While we know that the complexity of matching will continue to expand including all types of current and new digital applications, Experian is confident that the value of PII matching will continue to be a cornerstone for our clients to reach their customers.
The Tapad Graph Now Offered in Adobe Audience Manager, part of Adobe Analytics Cloud New York, NY — August 7, 2018 — Tapad, now part of Experian, is advancing personalization for the modern marketer, announced today that its proprietary Tapad Graph is now integrated with Adobe Audience Manager, part of Adobe Analytics Cloud, helping marketers expand their view of consumers and boost results through Tapad’s probabilistic solution. Tapad has been working closely with the Adobe Audience Manager team on this integration. With the Tapad Graph integration, customers based in the U.S. and Canada can use the Tapad Device Graph to expand the reach of audiences defined and activated in Adobe Audience Manager to extend first- and third-party data and deliver personalization across paid, earned and owned channels, publisher sites, programmatic, and more. Tapad worked closely with Adobe to develop the integration, allowing marketers to enable first-party data that has been previously tied to cookies and mobile. This offering has been beta-tested by leading organizations across retail, financial services, telecom providers, and more. “We're excited to publicly announce the solution our team has been closely designing over the past 12 months with Adobe,” said Chris Feo, SVP, Global Data Licensing and Strategic Partnerships at Tapad. “This solution will give marketers in the U.S. and Canada the ability to unlock increased value from Adobe Audience Manager through the power of the Tapad Graph and its ability to expand customer prospects.” Tapad has repeatedly proven its ability to provide marketers with a unified view of the customer across channels and screens. With the Tapad Graph, a global identity graph that currently supports more than 100 enterprise customers and 200 integration partners, marketers can extend their reach and customize messages based on user and household-level data. Contact us today
Marketers Can Now Harness The Tapad Graph In Concert With Twine’s Vetted, Verified TrueData™ Identity Graph. Los Angeles and New York – August 2, 2018 – Tapad, now part of Experian, is reinventing personalization for the modern marketer, today announced that it is partnering with mobile data leader Twine Data to bring Twine’s hundreds of millions of deterministic mobile identity connections to The Tapad Graph. Together, the two companies will create one of the largest portable identity graph & CRM onboarding services in the U.S., through the integration of Tapad’s best in class cross-device capability and Twine’s deterministic identity graph. "Twine is a respected player in the onboarding space", said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "Through Tapad and Twine’s partnership, our clients can now use their first-party CRM data to leverage the full power of The Tapad Graph — fueling a wide range of data-driven marketing use cases, including audience extension, attribution, and personalization." At the core of one-to-one marketing and true personalization is identity resolution. For marketers, the ability to accurately and safely connect customer activity across desktop/laptop, mobile, CTV, tablets, as well as CRM and offline touchpoints is ultimately what enables informed and personalized future conversations with each customer. Tapad is known for the precision, accuracy, and scale of their cross device connections, setting them up as an ideal partner for Twine’s TrueData deterministic identity graph. “We believe that by combining Tapad’s renowned cross-device connectivity and our deterministic identity graph, marketers will finally be able to seamlessly segment users based on digital and offline behaviors as well as easily distribute those audiences to both DMP and DSP environments for personalized messaging,” said Elliott Easterling, CEO of Twine Data. With this partnership, Tapad will build a client's cross-device graph off of identities onboarded by Twine from a client's offline CRM. The resulting identity graph can either be delivered directly to brands looking to host their own identity graph, or can be leveraged in a managed fashion for marketers looking for simple connectivity of their offline CRM audiences to their DSPs. To date, Twine & Tapad have seen full connectivity rates* for CRM segments from advertisers at between 259 percent and 322 percent at major DSPs. *Full Connectivity Rate is defined as {total unique desktop, laptop, and mobile devices active at DSP} / {unique CRM users in original audience post cleansing}. It represents the final match rate of the clean audience in CRM format to onboarded audience at a client’s DSP instance. This metric encompasses Twine’s onboarding & linkage validation and Tapad’s cross-device amplification. Contact us today About TapadTapad, Inc. is the marketing technology company reinventing personalization for the modern marketer through its identity-driven solutions. The company's signature Tapad Graph connects millions of consumers across billions of devices. The world's largest brands and most effective marketers entrust Tapad to provide an accurate, privacy-conscious and unified approach to connecting with consumers across screens. In 2018, Tapad introduced its Tapad Customer Data Platform (CDP), purpose-built to offer marketers a highly personalized and privacy-safe platform to convert first-, second- and third-party data into actionable, results-driven campaigns. Tapad is based in New York and has offices in Chicago, London, Oslo, Singapore and Tokyo. Tapad's numerous awards include: Forbes' Most Promising Companies, Deloitte's Technology Fast 500, Crain's Fast 50, TMCnet Tech Culture Award and Global Startup Award's "Startup Founder of the Year." Tapad was acquired by the Telenor Group in 2016. Telenor Group is one of the world's largest mobile operators across Scandinavia and Asia. About TwineTwine is a mobile data platform that believes true, honest, accurate data is the fuel that helps our partners grow their businesses efficiently and effectively; Twine’s TrueData is used by brands, agencies, and ad tech partners across the country and across the globe. Twine’s app publisher partners generate revenue while maintaining control over their data; their marketer partners get comprehensive, high quality mobile targeting and intelligence. To learn more about Twine, visit www.twinedata.com.