Tru Optik, the only audience measurement and data management platform built for OTT and Connected TV, has partnered with Experian Marketing Services to offer a service providing real-time census-level viewer data for over-the-top (OTT) TV programs and ad exposure across all screens. Tru Optik clients will be able to measure and segment content and ad exposure based on lifestyle, demographic and purchase behavior powered by Experian’s ConsumerView marketing database. Tru Optik has the world’s largest database of OTT media and entertainment consumption. Experian’s ConsumerView is the world’s largest and most accurate consumer marketing database. Together this will allow for comprehensive metrics for valuing advertising on OTT networks and platforms, and close a conspicuous gap in TV audience measurement. It’s widely accepted that digital is the future of TV. One third of Millennial television viewing already occurs “over the top,” mainly via Connected TV (CTV) devices such as Roku, Apple TV, smart TVs and gaming consoles that stream OTT content to TV screens. While OTT offers the possibility of reaching TV viewers with unprecedented precision, barely one percent of TV advertising dollars flow through OTT. There are three reasons why advertising dollars are not catching up to viewership: No measurement – advertisers have no visibility to OTT ad exposure, and can’t relate it to other media; Fuzzy targeting – the advertising industry relies on cookies or SDK’s (device-specific software development kits) to capture consumer data for ad targeting. However, CTV is a cookie-less ecosystem accessible via dozens of devices, rendering cookies useless making SDK’s impractical; No attribution – lack of measurement means there’s no way to connect OTT ad expenditures to desired outcomes like purchases. Tru Optik CEO, Andre Swanston, sums up the problem: “If you can’t fully measure it, you can’t fully monetize it. Tru Optik’s technology and first-party data combined with Experian’s data will enable media companies and advertisers to understand and value audiences for OTT content. In other words, it will provide the currency that is necessary to truly open not only the OTT ad market, but also provide better insight as to the value of product placement and licensing of content to subscription video services like Netflix and Amazon." By providing census-level audience measurement and profiling data for programming and ad exposure across OTT platforms and connected devices, Tru Optik and Experian Marketing Services have removed all three barriers to OTT advertising and monetization. Tru Optik and Experian Marketing Services use cookie-less methods that allow anonymous, aggregated behavior and profile information to be connected and protected across all digital devices belonging to the same individuals or households, including CTV. This enables “cross device” OTT and addressable campaign analysis, which is critical for accurate attribution. “Tru Optik is at the forefront of empowering media companies and brands to harness the power of CTV. By partnering with Experian they are adding a trusted and reliable source of audience and consumer data to enhance their measurement and segmentation ability,” said Kevin Dean, President and General Manager of Targeting, Experian Marketing Services. Tru Optik is careful to distinguish its offering from traditional audience measurement products. “This is not a panel based ‘ratings’ service,” said Swanston. “With respect to media companies and marketers, your data belongs to you; it is not part of a Co-op.” “Experian Marketing Services is far and away the industry leader in audience creation for addressable TV, connecting advertisers to 100 percent of the household-level addressable TV operators in the U.S. “ said David Wiesenfeld, Tru Optik’s Chief Strategist. “With Tru Optik already having the world’s largest media consumption database, the addition of purchase, preference, and profiling information from Experian will give clients unmatched insight into their audiences and marketing efficacy.”
In recent years, leasing has strongly returned as an option for consumers to choose when looking to get into a new vehicle and maintain an affordable monthly payment. Experian Automotive’s latest infographic examines the lift in leasing, as well as key attributes in the auto finance market. Click here to download the PDF.
Experian had the honor of celebrating innovative achievements in marketing with a few of our superstar clients at the 2016 Marketing&Tech Innovation Awards presented by Direct Marketing News and The Hub. The second annual awards program honors achievements in marketing leveraging data and technology. Three Experian Marketing Services’ client programs were recognized for their innovation in analytics, email marketing and omnichannel marketing. Hosted in New York City as part of the 2016 Marketing&Tech Innovation Summit, Delta, Golf Golfsmith International, Delta Airlines and American Eagle Outfitters were all recognized alongside Experian for innovative marketing campaigns that used the Experian Marketing Suite, a flexible cloud-based marketing platform. What’s hard to believe is how much marketing has changed due to data technology… and much of the credit for innovation within the space goes to the exceptional tech talent. Experian Marketing Services’ chief technology officer, Emad Georgy was recognized with a “2016 Star of MarTech” award for Marketing Technologist of the year. Through the development of the Experian Marketing Suite, Georgy created a marketing product that allows the interactions between a brand and its customers to be meaningful and engaging, every time. Georgy is an advocate for what he calls “a more human tech culture” because scalability is not just about technology and architecture — it also is about people and growing leaders. His team of developers, engineers, strategists, data scientists and technologists support clients across more than 30 countries. We published more information about the award-winning campaigns in a press release, here is a link: http://www.prnewswire.com/news-releases/experian-recognized-with-four-awards-at-2016-marketingtech-innovation-awards-300237326.html Emad Georgy as well as all three client campaigns are featured in articles in the April edition of Direct Marketing News which are available online here.
Experian’s groundbreaking generative AI-powered tool, Experian Assistant, has earned the prestigious 2025 BIG Innovation Award in the Products for Financial Services category. This recognition underscores Experian’s commitment to pushing the boundaries of innovation by helping businesses achieve success and enhancing consumer experiences. The BIG Innovation Awards, celebrated since 2011, honor organizations and solutions that redefine excellence through creativity and measurable impact. Experian Assistant was recognized for transforming how financial institutions approach data and analytics, enabling faster, smarter decision-making that enhances customer experiences and operational efficiency. Redefining Financial Services Integrated with the Experian Ascend Platform™, Experian Assistant functions as a 24/7 data expert, enabling financial institutions to optimize their credit and fraud models with ease. Using natural language processing (NLP), the virtual assistant guides users providing insights, recommendations and coding assistance. The impact is transformative: Experian Assistant cuts model-development timelines from months to just days— and even hours in some cases. By helping users analyze credit and fraud data, adjust model attributes and streamline workflows, it empowers organizations to innovate faster and make data-driven decisions with confidence. Powered by agentic AI technology, Experian Assistant reimagines how data scientists and analysts approach their work. It accelerates insights, fosters collaboration and empowers businesses to deliver exceptional customer experiences while reducing the time and resources needed to bring new initiatives to market. Driving Results Across Industries While tailored for financial services, Experian Assistant’s capabilities extend across industries. Businesses can leverage its tools for data exploration, model deployment, performance monitoring and faster time-to-market for new offerings. With Experian Assistant, users gain a powerful edge in scoring more consumers, optimizing processes and enhancing overall customer satisfaction. Recognized Excellence The 2025 BIG Innovation Awards spotlight trailblazers evaluated on creativity, impact and results by seasoned business leaders. This accolade solidifies Experian Assistant’s position as a game-changing solution in financial services and beyond.
We are thrilled that for the sixth consecutive year, Experian has earned a score of 100 on the Human Rights Campaign Foundation’s (HRCF) 2025 Corporate Equality Index (CEI). This recognition underscores our commitment to LGBTQ+ workplace equality. We are honored to join the ranks of 765 U.S. businesses that have been awarded the HRCF’s Equality 100 Award, celebrating our leadership in fostering an inclusive workplace. Experian’s dedication to supporting the LGBTQ+ community is reflected in several key initiatives: Name Change Process: We have a process for transgender and non-binary consumers to update their names on credit reports, ensuring their identities are accurately represented. LGBTQ+ Allyship 101 Training: This new training program is available to all Experian employees, promoting allyship and understanding within our workforce. Pride ERG Parenting Committee: Launched to support parents, grandparents and guardians of LGBTQ+ individuals, this committee provides valuable resources and community. Transgender Resource Guide: This guide supports employees who are transitioning at work, offering education and resources for colleagues and managers. Partnerships: We collaborate with organizations such as Out & Equal, GenderCool, The Trevor Project and Born This Way Foundation’s Channel Kindness to provide financial health, mental health and other resources to empower both our internal and external communities. At Experian, we are proud to be part of this movement towards greater equality and inclusion. We remain dedicated to fostering a workplace where every employee feels respected, valued and empowered to bring their authentic selves to work. Learn more about how we drive social impact in English, Portuguese and Spanish.
Achieving Top Workplace recognition for 12 consecutive years is no small feat, yet Experian North America has done just that. Named a Top Workplace by the Orange County Register once again, this milestone reflects not just policies or benefits but what truly makes Experian exceptional: our people. As Hiq Lee, Chief People Officer at Experian North America, notes, this honor is a testament to the remarkable contributions of our team. Experian’s employees shape an environment where innovation, inclusivity, and purpose thrive. More Than Work What sets Experian apart is our engagement with the world and community. Through initiatives like the Experian Volunteer Leadership Network and partnerships with organizations such as the Octane Foundation for Innovation and the Hispanic Chamber of Commerce of Orange County Education Foundation, our impact extends beyond the workplace. In 2024, we earned additional recognitions, including being named one of the World’s Best Workplaces™ by Fortune and Great Place to Work®. We were also recognized as one of the Best Workplaces for Parents, Millennials, and in Technology. The Secret to Success Our success lies in focusing on people. Experian is a place where careers are built, ideas are encouraged, and employees feel valued. Initiatives such as, Employee Resource Groups foster belonging, Mental Health First Aiders provide support, and technology hackathons inspire creativity. Innovation at the Core Innovation continues to drive our success. By leveraging technologies like artificial intelligence and machine learning, we are redefining decision-making and fraud prevention. This commitment to innovation empowers businesses and consumers worldwide, aligning with our mission to promote financial inclusivity. Looking Ahead For Experian, being a Top Workplace for more than a decade isn’t a finish line—it’s a springboard. With an ongoing commitment to our employees and communities, we continue to evolve, creating better experiences for our team, clients, and the world.
