All posts by Hayley Schneider, Content Marketing Manager

Experian is excited to announce that Experian Audiences are now accessible on FreeWheel, a global technology platform for the TV advertising industry. This includes FreeWheel’s leading sell-and-buy-side programmatic advertising platforms, which provide premium inventory for digital and TV campaigns. With Experian Audiences available within FreeWheel, advertisers can access the data they need to create and activate high-impact, targeted, and personalized campaigns across linear, digital, and advanced TV. Unlock unmatched audience precision With this integration, FreeWheel customers gain access to Experian's syndicated audiences powered by Experian Marketing Data. Experian offers 2,400 ready-to-use audiences across 15 data verticals, including demographic, lifestyle and interests, retail purchases, and auto. Backed by a deep understanding of people in the offline and digital worlds, Experian's data is ranked #1 in accuracy by Truthset, giving advertisers confidence that they are reaching the right people. “With the expansion of our collaboration with FreeWheel, we're enabling digital and television advertisers to access Experian Audiences with unprecedented ease. This integration equips brands with ready-to-use audiences, allowing them to build highly personalized campaigns that precisely reach the right consumers. This helps drive measurable impact and improves the effectiveness of brands' advertising strategies.”ali mack, vp of adtech, experian Publishers using Audience Manager, FreeWheel’s audience-enabled solution, can unify audiences across devices and ad types, including linear, through the FreeWheel Identity Network. Advertisers using Beeswax, FreeWheel’s demand-side platform (DSP), can target these audiences across multiple devices and platforms to ensure their campaigns resonate and deliver better results. Whether advertisers are targeting holiday shoppers or in-market car shoppers, Experian's data ensures campaigns are timely, relevant, and effective. Boost your campaigns with targeted audience solutions When it comes to capturing the interest of car buyers or connecting with valuable holiday shoppers, our collaboration provides audience targeting to ensure a marketer's message hits home when it counts. Capture TV viewers at the right moment. Developed in partnership with the Advertising Research Foundation (ARF), Experian's TV viewership audiences allow advertisers to reach households based on actual viewing habits, from how a household consumes TV to the brand of TV they own. Drive auto sales with in-market targeting. Reach in-market and near-market car buyers to support vehicle launches and end-of-year promotions, ensuring advertisers’ messages hit consumers actively looking for a vehicle. Maximize retail success during the holiday. The holiday shopping season presents an ideal opportunity to capture attention, drive sales, and build lasting customer relationships. Experian can help you capitalize on the holiday season with precisely targeted audiences, including shopping styles, discount-seekers, gift-givers, and holiday travelers. Transform your campaigns with Experian Audiences With Experian Audiences available in FreeWheel’s platforms, advertisers can access the data they need to create high-impact campaigns across TV and digital platforms. Whether your goal is to drive sales during the holiday season or reach in-market car shoppers, Experian's trusted data ensures you'll reach the right audience at the right time with the right message. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Download now Latest posts

With U.S. brands expected to invest over $28 billion in connected TV (CTV) in 2024, balancing linear TV and CTV is now a top priority. Advertisers need to integrate these platforms as the TV landscape evolves to reach audiences with various viewing habits. A successful strategy requires both linear and CTV approaches to effectively reach audiences at scale. We interviewed experts from Comcast Advertising, Disney, Fox, Samsung Ads, Snowflake, and others to gain insights on the evolving landscape of linear and CTV. In our video, they discuss audience fragmentation, data-driven targeting, measurement challenges, and more. Watch now to hear their perspectives. Five considerations for connecting with linear TV and CTV audiences 1. Adapt to audience fragmentation With consumers' rapid shift toward streaming, it's easy to overlook the enduring significance of linear TV, which still commands a large portion of viewership. According to Jamie Power of the Walt Disney Company, roughly half of the current ad supply remains linear, highlighting the need for brands to adapt their strategies to target traditional TV viewers and cord-cutters. As streaming continues to rise, ensuring your strategy integrates both CTV and linear TV is crucial for reaching the full spectrum of audiences. "I don't think that we thought the world would shift so quickly to streaming, but it's not always just all about streaming; there's still such a massive audience in linear."jamie power, disney 2. Combine linear TV’s reach with CTV’s precision Blending the reach of linear TV with the granular targeting capabilities of CTV allows advertisers to engage both broad and niche audiences. Data is critical in understanding audience behavior across these platforms, enabling brands to create highly relevant campaigns tailored to specific audience segments. This strategic use of data enhances engagement and ensures that the right viewers see advertising campaigns. "The future of TV is really around managing the fragmentation of audiences and making sure that you can reach those audiences addressably wherever they're watching TV."carmela fournier, comcast Advertising 3. Manage frequency across platforms Cross-platform campaigns require managing ad frequency to avoid oversaturation while ensuring adequate exposure. With a variety of offline and digital IDs resolved to consumers, our Digital and Offline Graphs can help maintain consistent messaging across linear TV and CTV. This approach allows advertisers to strike the right balance, preventing ad fatigue and delivering the right audience reach for campaign impact. "You've got to make sure that you're not reaching the same homes too many times, that you're reaching everybody the right amount of times."justin rosen, ampersand 4. Focus on consistent measurement Linear TV and CTV offer different data granularities, necessitating tailored approaches for accurate cross-platform campaign measurement. Bridging these data gaps requires advanced tools that streamline reporting for both mediums. As the industry moves toward consistent measurement standards, advertisers must adopt solutions that provide a comprehensive view of campaign performance, enabling them to optimize their cross-platform efforts. "Where I think there are pitfalls are with the measurement piece, it's highly fragmented, there's more work to be done, we're not necessarily unified in terms of a consistent approach to measurement."april weeks, basis 5. Align with shifts in audience behavior The success of cross-platform campaigns hinges on staying agile and responsive to shifting audience preferences. As CTV adoption grows, advertisers must proactively adjust their strategies to align with how viewers engage across linear and streaming platforms. Ideas include: Regularly updating creative Adjusting the media mix Utilizing real-time data insights to ensure campaigns remain relevant "At Fox we were a traditional linear company, and essentially what we're trying to do is merge the reach and the scale of TV as well as the reach and the scale of all the cord-cutters and cord-nevers that Tubi possesses." Darren Sherriff - Foxdarren sherriff, fox As streaming TV rapidly changes, brands must stay ahead of trends and shifts in consumer behavior to tap into CTV's growing potential. By focusing on these opportunities, advertisers can blend linear TV and CTV, ensuring their campaigns reach audiences wherever they watch. Connect with Experian's TV experts As a trusted leader in data and identity services, Experian offers the expertise to help you succeed in television marketing. With our strong partnerships with key players in the TV industry, we provide access to unique marketing opportunities. Learn how Experian’s data and identity solutions can deliver outstanding results in advanced TV advertising. Partner with us today to enhance your marketing strategies using our Consumer View and Consumer Sync solutions. Connect with our TV experts Latest posts

This holiday shopping season, marketers will look to take advantage of the surge in spending across channels like connected TV (CTV), programmatic, and mobile. Despite challenges such as privacy regulations and Google's new cookie deprecation plan, this moment presents a unique opportunity for marketers to reshape their traditional approaches to consumer engagement and capitalize on these changes.  As we approach the holiday season, understanding how consumers spend, where they shop, and how their shopping habits are changing are key components to consider when crafting your holiday advertising campaigns. Our 2024 Holiday spending trends and insights report utilizes our expertise in data and insights to highlight emerging consumer behaviors and spending patterns. In our report, we share what these trends mean for marketers and how Experian can help, so you can refine your messaging and target the right audience through the best channels. In this blog post, we cover three insights from our report. Watch our video for a recap below. 1. Consumers are shopping evenly throughout the holiday season 35% of holiday shopping was done in December, peaking at 9% of total holiday sales the week before Christmas. Cyber Week, the five-day period between Thanksgiving and Cyber Monday, and the week before Christmas brought the highest weekly sales for the past two holiday seasons. What this means for marketers Prepare for an extended promotional period. Schedule your marketing campaigns and sales initiatives to maximize impact during the extended season, focusing on the peaks of Cyber Week and the week before Christmas. How Experian can help you target these shoppers Experian's data, ranked #1 in accuracy by Truthset, offers advertisers the ability to reach people based on demographic, geographic, and behavioral attributes (e.g. websites visited and purchase history).  Our audiences are available on-the-shelf of most major platforms, making it easy for you to activate and target holiday shoppers. We recently released 19 new holiday-focused audience segments. Here are a few you can activate: Black Friday Shoppers  Cyber Monday Shoppers  Big Box/Club Store Shoppers  Luxury Gift Shoppers  Discount Holiday Shoppers  Holiday Airline Travel  2. Online shopping is leveling out Online holiday spending continues to remain around a third of all holiday shopping spending. We are starting to see online shopping slow and level out – people are going back in-store. The high amount of online shopping we saw during the pandemic is starting to return to pre-pandemic behaviors.  Consumers are spending more in-store at department and discount stores but are shopping online for office/electronics/games, mass retailers, and apparel. 84% of holiday shopping was done in-store for discount stores. 79% of holiday shopping was done in-store for department stores. 64% of holiday shopping was done online for office, electronics, and games stores. What this means for marketers Digital and physical experiences work together. Retailers should have a multi-channel plan to reach consumers, tailoring their approach to their target audience and product and creating engaging in-store experiences to drive visitors.  How Experian can help you target and measure across channels We connect online and offline data to enable precise targeting and measurement of marketing efforts across multiple channels. Read our case study with Cuebiq to learn how they used our Activity Feed solution to deliver in-store lift analyses to their clients.  3. CTV is the top channel to reach consumers Over two-thirds of the U.S. population now use CTV, and the average time spent among adults is expected to surpass two hours per day in 2024. CTV offers a creative ad experience similar to its linear counterpart but provides more sophisticated targeting and analytics capabilities.  What this means for marketers As CTV viewing continues to dominate, the importance of cross-device targeting and measurement increases. How Experian can help you reach shoppers across devices Later this year, we’ll add support for IPv6 in our Digital Graph as well as phone-based UID2s. This is in addition to our current coverage of IPv4 and email-based UID2s. As a result, all IP signals and UID2s will be resolved back to Experian’s household and individual profiles and their associated devices, which means marketers and platforms can better understand the full customer journey and reach people across their devices. Download our 2024 Holiday spending trends and insights report This holiday season is about more than just transactions – it’s about cultivating meaningful connections with your audience. Download our 2024 Holiday spending trends and insights report to access all of our predictions for this year's holiday season. Download now When you work with Experian for your holiday shopping campaigns, you're getting:   Accurate consumer insights: Better understand your customers' behavioral and demographic attributes with our #1 ranked data covering the full U.S. population. Signal-agnostic identity solutions: Our deep understanding of people in the offline and digital worlds provides you a persistent linkage of personally identifiable information (PII) data and digital IDs, ensuring you accurate cross-device targeting, addressability and measurement.   Secure connectivity: Bring data and identity to life in a way that meets your needs by securely sharing data between partners, utilizing the integrations we have across the ecosystem, and using our marketing data in flexible ways.     Make the most of this holiday shopping season with Experian. Contact us today to get started.  Contact us Latest posts

It’s been one week since the highly anticipated Cannes Lions 2024—the event of the year for advertising and creativity. We are excited to present our top five takeaways from the event, revealing the industry's priorities for the year ahead. Navigating the post-cookie era One of the pivotal discussions at Cannes Lions 2024 centered around signal loss and identity resolution. The industry is grappling with the impact of third-party cookie deprecation, driving a move toward alternative identifiers such as Unified I.D. 2.0 (UID2) and ID5, and contextual targeting. This shift aims to uphold accurate audience targeting while addressing privacy concerns through authenticated forms of identity. Brands and agencies are actively exploring these new strategies to replace traditional cookie-based methods with stable, privacy-compliant solutions. First-party data providers are also seeking data onboarding solutions to navigate this transition. They need streamlined integration processes, comprehensive ID-matching capabilities, and transparent pricing structures. Fortified by our roots in offline data and significant investments in our Graph, and our newest offering, Third-Party Onboarding, you can count on Experian's solutions to maintain strong signal coverage in a cookieless world so you can have uninterrupted, effective marketing. Unifying targeting across TV platforms Another focal point at Cannes Lions 2024 was the challenge of navigating TV fragmentation. Advertisers strive for unified targeting across diverse TV platforms, including connected TV (CTV) and traditional linear TV. They emphasize integrating data sources and ad servers to reach audiences across these platforms. CTV continues to stand out in conversations as a crucial and expanding area for advertising, offering new opportunities for targeted campaigns and broader audience engagement. We're fueling the expansion of CTV advertising through our signal-agnostic Graph, which seamlessly integrates CTV IDs, universal identifiers such as UID2, IP addresses, and mobile ad IDs (MAIDs) for targeted campaigns. Our newest offering, Third-Party Onboarding, also provides connectivity to more than 10 TV destinations. Transforming marketing with AI We would be remiss not to mention the hottest topic at Cannes Lions 2024, the transformative power of AI within data and identity. Discussions highlighted AI's pivotal role in revolutionizing marketing strategies by enhancing campaign planning, dynamic optimization, measurement, and analytics. AI is not just a tool; it enables marketers to work smarter and faster. With real-time data enrichment, AI will empower marketers to manage large-scale campaigns with unprecedented efficiency and precision. Marketers envision a future where AI seamlessly integrates into every aspect of their strategy, from understanding and predicting consumer behavior to automating personalized engagement. They see AI as the key to unlocking new levels of precision and efficiency, allowing them to adjust real-time campaigns based on consumer interactions and preferences. This vision includes using AI for deeper audience insights, ensuring that every marketing touchpoint is relevant and impactful. Striving for strategies for proven ROI Discussions on measurement at Cannes Lions 2024 focused on how measurement metrics are evolving to keep pace with industry changes. Cross-device, multi-touch attribution, and outcome-based metrics like consumer lifetime value and conversion rates are becoming more important. Accurate measurement is critical for demonstrating campaign impact and optimizing future marketing efforts.  These developments reflect a shift toward more sophisticated measurement practices to optimize marketing strategies and prove tangible ROI. Through our Consumer Sync solutions, you can improve your attribution quality to understand the true path to conversion by linking all digital touchpoints to a single person. Creating integrated consumer experiences with retail media networks Retail media networks (RMNs) are becoming more integrated and connected. Their goal is to provide consumers with a unified online and physical store experience and create a comprehensive marketplace where retailers can work together and use shared data to better reach and engage with their audiences. "Throughout the conversations, it's been clear that there's a lot of demand and interest in building and growing retail media networks. What strikes me is that Experian products, both across identity and data, can be a big support to help grow and fill in these gaps."budi tanzi, vp, product Discussions at Cannes Lions 2024 emphasized how collaborations with technology providers and industry groups can help set measurement standards and ensure transparency. These partnerships can enable RMNs to expand their reach and compete with larger advertising platforms, driving industry growth and innovation. Experian offers comprehensive solutions for RMNs. Our Profile Insights and Enrichment tools offer valuable customer behavior insights, driving smarter inventory management. We enhance ad targeting beyond item-level purchases with accurate data and syndicated audiences, aligning with broader media strategies. Third-Party Onboarding enables expansion beyond owned and operated inventory, supported by our Graph for enhanced connectivity. "Data providers are excited to eliminate digital hops in their data flow using Experian Third-Party Onboarding. Third-Party Onboarding is uniquely set up to reduce friction for third-party data and the ecosystem in general."adam kobus, director of data partnerships Experian events at Cannes Lions 2024 This year, we hosted a kick-off happy hour, content studio, and members of our team joined various panels across the Croisette. Here’s a recap of our week at Cannes. Experian's kick-off event with Audigent and LG Ad Solutions To kick off the week, we co-hosted a happy hour with Audigent and LG Ad Solutions. At our sold-out event, attendees enjoyed a live performance from St. Lucia. Content studio We interviewed 27 thought leaders across the industry in our content studio. Our interviews covered topics like:• Signal loss• Connected and linear TV• Data collaboration• Future of addressability and personalization• Retail media networks• And more We'll be sharing more from our content studio over the coming months. Follow us on LinkedIn or sign up for our email newsletter for the latest updates. Panel participation The Experian team participated in four panels throughout the week across the Croisette: Scott Kozub, VP, Product Management, joined the Brand Innovators panel, "Future of media,” where he discussed how media companies can adapt their content and distribution strategies to cater to changing consumption habits as media becomes more fragmented across devices and platforms. Kimberly Gilberti, Chief Product Officer, joined OpenX's panel, "Unlocking addressability: Navigating the post-cookie era,” to discuss the prevailing strategies for achieving addressability in a cookieless world. Budi Tanzi, VP, Product, participated in Audigent's panel, "Curation in regulated industries,” where they talked about why curation is effective in regulated markets like finance and health. Rachael Donnelly, Chief Marketing Officer, joined The Female Quotient in the Equality Lounge for their panel "Emotional agility: Leading beyond the double standard," where they explored the power of diverse storytelling and its impact on audience engagement, brand building, and the bottom line. Let's keep the momentum going As we wrap up another exciting week at Cannes Lions, the discussions have shown us the potential for innovation in signal loss, TV fragmentation, AI, measurement, and retail media networks. These topics pave the way for a more connected future in advertising. Which trends are you most excited about? Let’s continue the conversation! Reach out to us, and let's dive deeper into these topics together. Stay connected We understand that customers may be experiencing uncertainty with their marketing strategies with Oracle’s exit from advertising. Experian is one of Oracle’s primary data providers powering their audiences. We can help marketers easily make the switch from Oracle audiences to Experian audiences without changes in advertising effectiveness or efficiency. We have mapped Oracle audiences to Experian audiences to make it easy for you to switch your campaign targeting to Experian. Reach out to your account representative or our audiences team for information about audience mapping and finding the most relevant Experian audience for your campaigns. Connect with our audiences team Latest posts

At Experian, we power data-driven advertising through connectivity. Today, we're excited to introduce our newest offering, which drives that connectivity: Experian Third-Party Onboarding. This new capability empowers third-party data providers by streamlining the monetization of their audiences through Experian’s expansive network of over 20 programmatic, social, and TV platforms. Data onboarding typically presents challenges, including complicated integration processes, limited ID matching capabilities, and opaque pricing structures, all compounded by less-than-ideal customer service. Experian Third-Party Onboarding eliminates the common barriers in the onboarding process and leaves users with a simple yet powerful solution for data providers to increase the adoption of their audiences and maximize their revenue. A leap forward in data connectivity Experian Third-Party Onboarding builds upon the investment and infrastructure used to distribute Experian's own audience segments. Notably, in 2020, we began the transformation of moving away from third-party partners to using our own direct connections for audience distribution. Compared to the competition, Experian’s Third-Party Onboarding capabilities offers data providers: Enhanced programmatic addressability: 50% increase in programmatic addressability compared to the competition. Superior CTV addressability: As a top identity partner in TV, we provide a 73% increase in CTV addressability as compared to the competition. Vast digital reach: Approximately 3.8B digital IDs that are active and addressable on a weekly basis. The first data providers to use Experian’s third-party onboarding capabilities are Adentro, Kontext, L2, and Webbula.  "Moving beyond cookie-only third-party onboarding solutions is critical for our users in the age of cookie deprecation, and Experian's identity capabilities do that. Experian's match rates and speed to turn around audiences to a large number of platforms is critical for our political buyers during this very busy campaign season."Paul Westcott, EVP, L2 Benefits to Experian Third-Party Onboarding Experian’s unique onboarding process enhances current capabilities and sets new benchmarks in the industry. The comprehensive benefits of Experian’s Third-Party Onboarding include: Future-proof your addressability: With Experian's advanced digital and offline identity capabilities embedded within this new onboarding solution, user audiences will automatically be expanded to a deep set of identifiers (e.g., CTV IDs, MAIDs, IPs, UID2s, ID5s, and more) to ensure scale and maximum addressability. Seize the CTV opportunity: Tap into the explosive growth of connected TV (CTV), the fastest-growing major ad channel in the U.S., with connectivity to more than ten TV destinations.  Simple pricing structure: Straightforward revenue-share pricing structure free of hidden costs, ensuring clarity and trust in all financial dealings. Streamlined reporting: Gain valuable insights with self-service reporting available within days of receiving data from the platform. Drive growth and adoption with faster reporting, allowing you to track usage by segment, advertiser, or destination effortlessly. Efficiency and support: A self-service, user-friendly interface gives you control over taxonomy field names, CPMs, and destinations. It is complemented by a dedicated account team, which reduces the burden on user resources and guarantees a seamless experience from onboarding to activation to reporting. Support for syndicated and custom audiences: Seamlessly onboard bulk syndicated audience taxonomies and custom audiences to programmatic, social, and TV platforms through our existing integrations. “Both activation platforms and data providers familiar with our world-class identity capabilities and top-notch service have proactively asked Experian to provide third-party onboarding services. After listening carefully to how we can improve upon their current setup, we are excited to bring a solution to the market that directly addresses their needs.”Scott Kozub, VP, Product Management, Experian Stay ahead of the curve Maintaining a competitive edge with your data is no longer optional; it's imperative. Experian Third-Party Onboarding arms users with advanced connectivity, unparalleled data expertise, and thorough support, positioning them at the forefront of industry innovations.  Reach out to our team today to learn more about Experian Third-Party Onboarding and how it can make your data go further. Go further now Read the AdExchanger press release about Third-Party Onboarding Learn more Latest posts

Retail media networks (RMNs) rank among the fastest-growing media channels. According to eMarketer, retail media spend is forecasted to account for more than a fifth of overall digital spending in 2025, and retail media spend will grow by 21.8%. For RMNs, the path to realizing this opportunity is marked by navigating through a series of critical stages, each with its own set of challenges and solutions. Retail media strategies Simply put, RMNs need to know who their customers are, where they are, and how to reach them to succeed. But we know nothing is that simple. This blog post reviews the three pivotal stages of RMN success, offering a roadmap for networks aiming to optimize their operations and claim their share of the rapidly growing category. Stage 1: Develop a data foundation In a world where traditional tracking methods are fading, first-party data has become essential for targeted advertising. Retailers have a wealth of this valuable data due to their direct consumer relationships. The initial step in establishing an RMN is to organize and utilize this data effectively. Steps to develop a data foundation: Organize data: Bring together fragmented shopper data, loyalty program information, and other customer data into a unified location. Clean and deduplicate this data to create consistent customer profiles. Enhance profiles: Gain insights into your customers and your brand’s customers so you can learn who your best, lapsed, and non-customers are. Append additional attributes to your shopper data, including media consumption habits, lifestyle preferences, demographic information, and more. Use identity graphs: Identity providers, like Experian, enable you to learn about the anonymous – and known - visitors on your platform and organize disparate customer data points into households. This will allow RMNs to connect addressable identifiers to the household, making it easier to reach customers across channels. Create audience segments: With a solid data foundation, RMNs can build audience segments beyond basic shopper data. These segments will make your data more attractive and actionable for media buyers. For example, consider a retailer that knows its shoppers are primarily young professionals, but a CPG brand wants to target not only these shoppers but also young professionals who are parents. By partnering with an identity solution provider like Experian, the retailer can append additional data to identify and target the young parents within their existing customer base, enabling the CPG brand to reach both audience segments effectively. “Retail media networks thrive on clean, accurate, and actionable data. Simply put, it's crucial to know who your customers are, when they're most engaged, and where to reach them to drive effective marketing strategies and maximize ROI.”anne passon, sr. director, sales, retail Stage 2: Become a publisher for optimal retail media growth The next step for RMNs is to transition from building a data foundation to helping marketers reach their target audience, essentially becoming a publisher. This involves two main processes: organizing advertising inventory and connecting it to demand. Steps to become a publisher: Audit and organize inventory: Conduct a thorough review of all existing ad spaces, including websites, apps, and in-store placements. Identify gaps and consider creating new advertising opportunities, such as website and app features, interactive digital experiences, or expanded in-store touchpoints. Connect inventory to demand: Integrate the organized inventory with platforms, allowing advertisers to access it easily. This often involves using supply-side platforms (SSPs) and demand-side platforms (DSPs). Continuing with our example, the CPG brand can work with its DSP or SSP partners and easily access your ad inventory, and effectively target the young professional and young parent audience segments. Stage 3: Scale inventory for retail media growth As RMNs progress to the final stage of their success journey, they may face the challenge of limited inventory within their owned and operated (O&O) channels. To meet marketers' expansive reach requirements and to continue to drive growth and profitability for their organizations, RMNs must expand their inventory beyond O&O. Steps to scale inventory: Utilize data collaboration tools: Clean rooms allow secure merging and enrichment of data from various sources, creating richer audience profiles while maintaining privacy. Resolve identity and enhance addressability: Identity graphs help resolve known customer identifiers (e.g. emails) into addressable IDs (e.g. mobile IDs and connected TV IDs), which can be used to reach customers across all the platforms they consume media. Expand audience reach: Onboarders, like Experian, help extend data and audiences to programmatic destinations beyond a retailer's O&O inventory. By mapping audiences to digital identifiers maintained by identity partners, RMNs can significantly widen their reach, meeting advertisers' needs for engaging with broader and more diverse audience segments. The CPG brand can now reach young professionals and young parents on the retailer’s platform and in all the other places where they consume media, like watching their favorite shows on connected TV (CTV) or browsing the web on their phones. Measurement across stages for retail media growth Measurement is crucial and must be conducted during and after a campaign to understand and validate performance. Here are two types of measurement to consider: Cross-device campaign measurement: Measure performance by connecting an ad exposure in one environment (e.g. CTV) to an action in another (e.g. mobile purchase). This holistic, cross-device approach requires a partner for identity resolution as it will ensure that the impact of a campaign is fully understood. Aggregate performance analysis: Understand performance in aggregate across several campaign studies. Receive independent third-party measurement validation that you can promote to advertisers to drive increased spend. For our CPG brand, these measurement reports ensure that they can track the performance of their campaigns from the initial exposure on a CTV to the final purchase made on a mobile device, providing comprehensive insights and validation of their advertising strategy. The retailer can aggregate these studies and promote their network’s effectiveness to prospective advertisers. Accelerate retail media growth with strategic partnerships The journey through the stages of RMN success is riddled with deep technical challenges that are often beyond the institutional capabilities of non-media businesses. The intricacies of data management, audience insights, identity resolution, precise cross-device targeting, and measurement require specialized expertise and technologies that may not be readily available in-house. RMNs stand to benefit from forging strategic partnerships with companies that possess not only the necessary technological tools but also a profound understanding of the media landscape. The steps outlined here will accelerate your growth and ensure you capitalize on the opportunity in front of you. Connect with a member of our team to learn how we can support your journey toward RMN success. Contact us to enhance your retail media strategies Contact us Latest posts

Get ready for Cannes Lions 2024—the advertising industry is buzzing with excitement. This year's event promises to be a center of innovation, ideas, and networking. Here are five themes we expect will take center stage in conversations and how Experian can help marketers be prepared for what’s ahead. Cookie deprecation and signal loss At Cannes Lions 2024, the theme of transitioning to a cookieless advertising ecosystem is likely to dominate discussions. The saga of cookie deprecation continues to unfold, with Google recently pushing back the demise of third-party cookies once again. Experian remains fully committed to prioritizing continued testing of different industry solutions, including the Google Privacy Sandbox, to help customers prepare for a future without cookies. We've identified six viable alternatives to third-party cookies, how these alternatives fall short, and how Experian can help you navigate these alternatives. With Experian, the loss of cookies does not equate to a loss of coverage. With our strong roots in offline data and significant investments in our Graph, Experian ensures uninterrupted and effective marketing with robust signal coverage, with or without cookies. Based on early tests, we expect our Graph to maintain 97% of its household coverage. Read how MiQ, a leader in the cookieless era, strengthened its Identity Spine with the integration of Experian’s cross-device Graph here. Commerce The theme of commerce is poised to be a central topic of discussion at Cannes Lions 2024, reflecting the emergence and growth of retail media networks (RMNs). Evolving customer expectations are a key driver, with consumers demanding seamless and personalized experiences across all touchpoints of their shopping journey. The importance of bridging physical and digital experiences to create a cohesive customer journey will undoubtedly feature prominently in discussions at Cannes. Experian's Consumer Sync offerings facilitate seamless integration between online and in-person interactions, fostering a cohesive approach to engaging audiences across various platforms while measuring campaign effectiveness. As we heard at Shoptalk 2024, the evolution of retail media is propelling us into a new era of advertising and first-party data monetization. The integration of e-commerce with advertising presents an exciting opportunity for brands to drive direct sales through ads displayed within retail platforms, blurring the lines between marketing and commerce. Our Consumer View solutions provide access to over 5,000 demographic and behavioral data points, enriching your customer profiles for deeper insights. By combining first-party data with Experian's industry-leading data sets, you can create bespoke audience segments that drive increased return on investment (ROI), going beyond conventional category-based targeting strategies. Looking ahead, the future outlook for RMNs remains promising, with anticipated growth and expansion as brands increasingly recognize the value of reaching consumers precisely at the point of purchase. Connected TV At Cannes Lions 2024, we anticipate discussions to focus on how connected TV (CTV) can continue to live up to its promise. CTV is the most rapidly expanding advertising channel in the U.S and 95% of advertisers plan to increase their share of spend on programmatic CTV in 2024, according to The Trade Desk's latest CTV report. The growing adoption of CTV among viewers, driven by factors like quality content, reduced ad interruptions, and cost-saving alternatives to traditional cable, signals a shift in consumer behavior that marketers cannot afford to overlook. Experian supports the growth of advertising interest in CTV through our signal-agnostic Graph that connects CTV IDs, universal IDs like Unified I.D. 2.0 (UID2), IPs, and mobile ad IDs (MAIDs) for effective activation. Our digital identity resolution with Activity Feed provides insights into CTV viewership behavior, linking CTV exposure to e-commerce conversions. CTV also enables greater collaboration, and we've recently announced new partnerships with CTV industry leaders Microsoft, Samsung, Attain, Sonobi, and EDO. Consumer privacy Consumers are increasingly aware of privacy concerns surrounding their data and numerous laws are going into effect across the U.S. at the state level. Most recently, there has been momentum on a federal data privacy law. We expect consumer privacy to be a significant topic of discussion at Cannes Lions 2024, reflecting the growing importance of ethical data practices in advertising. In a recent Q&A with Datavant, Jeremy Meade, VP of Marketing Data & Product Operations at Experian, highlights the importance of balancing data privacy and utility, focusing on "data for good" practices while using de-identification techniques to support research without compromising consumer privacy. Our Geo-Indexed audiences are an example of how Experian can help you reach your audience while balancing data privacy and accuracy. Our Geo-Indexed audiences combine location data with audience insights to deliver targeted marketing solutions. These audiences are created without the use of sensitive personal information, so you can confidently reach your target audience without sacrificing data privacy. With deep roots in data protection and security, you can confidently partner with Experian as we proactively stay ahead of regulations and strictly follow all consumer privacy laws.​ Campaigns and competition The theme of campaigns and competition is poised to be an important discussion point, driven by the convergence of major global events like the U.S. presidential election and this summer’s games—both occurring once every four years. These landmark occasions present opportunities for marketers to craft targeted campaigns that resonate with specific audience segments. As we approach the 2024 election season, the advertising landscape is primed for growth, with political ad spending projected to exceed $10 billion. Effective audience targeting during this crucial period can sway voters, shape public opinion, and influence election outcomes. Experian's 240+ politically relevant syndicated audiences, including our 10 political personas, enable a nuanced understanding of voter viewpoints and empower tailored engagement strategies to connect more effectively with constituents. At the same time, this summer’s games in Paris offer a unique opportunity for sports marketing. With one billion viewers expected to tune in, the global spectacle presents a platform to engage with passionate sports audiences worldwide. Using Experian's syndicated audiences, marketers can precisely target sporting goods shoppers, avid fans, athletes, and spectators alike. The combination of these major events emphasizes the need for careful planning and data-driven strategies and marketers should take advantage of the excitement surrounding both events. 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

With the back-to-school season approaching, marketers are preparing to engage both eager students and parents. Our Q&A video with Experian experts shares our predictions and tips for the 2024 back-to-school season so you can craft effective back-to-school marketing campaigns. From early campaign launches to the rise of online shopping and budget-conscious consumer behaviors, let’s explore what lies ahead and how brands and agencies can prepare. Watch the highlights from our video below. Three trends for the 2024 back-to-school marketing season Campaigns will start earlier We expect back-to-school marketing efforts to kick off earlier than usual. Brands will launch campaigns with special promotions to secure mind and market share ahead of competitors. Additionally, the traditional back-to-school season is extending, urging marketers to prolong their campaigns to capture the attention of consumers who are taking more time to make purchasing decisions. Online shopping will continue to rise The surge in online shopping during the pandemic has become a lasting trend – and is especially appreciated by busy parents seeking convenience. Brands should focus on enhancing online and mobile shopping experiences, including options for in-store pickup and delivery. Marketers should prioritize their online presence and optimize e-commerce platforms, including experimenting with shoppable ads on connected TV (CTV), to meet the needs of families shopping for back-to-school supplies. Budget consciousness is top of mind With inflation on the rise and tighter budgets at home, households are becoming more selective in their back-to-school spending. Marketers should align their efforts with value-driven products and prioritize advertising that resonates with these financial priorities. Strategies for brands and agencies Next, let's explore strategies brands and agencies can use to prepare for the upcoming back-to-school season. Brands First, we'll highlight three recommended strategies for brands. Maintain an evergreen presence Launch your back-to-school campaigns early and maintain a steady presence throughout the season. Experian's TrueTouchTM audience insights can guide your channel selection for maximum impact, helping you decide on key channels such as email, digital video, or specific social media platforms. Build loyalty programs that deepen customer relationships Use your customer data to create loyalty programs that foster stronger connections with your audience. By using insights from Experian, you can gain a holistic understanding of customer profiles and identify potential back-to-school prospects within your existing customer base. On average, Experian has 250 behavioral and demographic marketing attributes per individual, which means we can decorate households and people with marketing data to get a full customer profile and fill in any gaps you have on your audience. Prioritize value and convenience Offer flexible shopping options like in-store, online, and buy online, pick up in-store (BOPIS) to cater to busy families. Partner with services like Shipt or Instacart to streamline shopping experiences. Agencies Now, we'll share two ways agencies can effectively prepare for the back-to-school season. Engage early and extend your campaigns Initiate conversations with brands earlier to ensure timely planning and execution. Extend campaign durations to capture late-decision makers. Adapt your channel strategies Shift focus to digital channels like CTV and social media, aligning with evolving consumer habits and preferences. Experian works with major platforms, marketers, and agencies, which means we have existing partnerships across the ecosystem for you to connect with and bring your consumer data to life to meet your needs. Watch the full Q&A The 2024 back-to-school season promises new challenges and opportunities for marketers. By starting campaigns earlier, optimizing online experiences, and aligning with budget-conscious consumers, brands and agencies can position themselves for success. Watch our full Q&A video where our experts cover: Tactics we predict marketers will employ to navigate signal loss Which channels will be the most successful Recommended audiences for targeting And more! Watch now Latest posts

Marketing success can sometimes come in the most unlikely of combinations — reminiscent of a great chef crafting a delicious dish from ingredients rarely used together. In advertising, this type of outside-the-box thinking can give you a competitive advantage over peers who are operating within the normal limits. In this blog post, we will explore how both financial and non-financial advertisers can use consumer financial marketing data in their ad campaigns to connect with the right consumers. This type of strategic thinking will make campaigns more effective, resonate more deeply with audiences, and turn your chicken into coq au vin. Background on Financial Audiences FMCG Direct, a Deluxe company, in partnership with Experian, has developed financial audiences that deeply understand consumer financial behavior. These audiences are not just static lists of potential customers but are constantly updated to provide a multi-dimensional view of consumer financial habits, including investing, borrowing, credit card preferences, and more. Central to this effort are Consumer Financial Insights®, Financial Personalities® and ConsumerSpend® models. These tools are built utilizing a combination of FMCG Direct, a Deluxe company in-depth consumer research, sophisticated clustering techniques, and Experian's extensive consumer marketing data. FMCG Direct, a Deluxe company financial audience segments The Financial Personalities® segments categorize consumers based on their financial behaviors and preferences, dividing them into distinct categories such as insurance, credit card usage, and investment habits. This allows for a targeted approach considering each consumer's unique financial behavior and potential needs. Meanwhile, Consumer Financial Insights® segments offer a detailed and tiered view of a consumer's economic status, including insights into household deposits, investable assets, net assets, and the likelihood of mortgage refinancing, all categorized into specific tiers to reflect varying levels of wealth and investment. Lastly, ConsumerSpend® segments provide a look at how and where a household allocates their disposable income.  Broken up by nine unique categories, marketers can better understand where people are spending their money each year. These predictive segments are built through extensive research, surveying over 25,000 consumer households across the United States. Each household's financial profile encompasses a wide array of data points, such as total household assets, deposit balances, and investable assets.   The result? A granular understanding of consumer financial behaviors, which marketers can use to tailor their financial services offerings. However, the potential applications of these insights extend far beyond the confines of financial products and services. Here are some ideas to help you get started. Advertising campaigns for travel and leisure Launch campaigns that precisely cater to different consumer segments' unique financial personalities and spending behaviors.  Credit Card Financial Personality: Launch digital ads for luxury travel experiences tailored to consumers known for extensive credit card usage in travel, capitalizing on their affinity for high-end leisure activities. Deposits (Bank) Financial Personality: Implement advertising campaigns for budget-friendly travel options tailored to consumers with modest bank deposits and prudent spending habits. These ads could highlight affordable vacation packages, discount travel deals, and value travel bundles, catering to those prioritizing cost efficiency and practical travel solutions. Ideas focusing on home improvement and decor Craft advertising campaigns aimed at audiences with modest net worth, using insights into their financial profiles to promote accessible and essential products and services.  Net Asset Score (Lower Tiers): Develop ad campaigns for cost-effective home improvement services and budget-friendly home appliance options, targeting consumers whose net asset scores indicate more modest financial resources. These ads should highlight the products' durability and energy efficiency, appealing to the consumers' need for long-term savings. Discretionary Spend – Home Furnishing: Design ad campaigns for upscale home furnishing collections, targeting audiences with significant discretionary spending power. These ads should spotlight your home furnishings' premium quality, sophisticated design, and superior craftsmanship, appealing to consumers' tastes for luxury and exclusivity. Campaigns for consumers in entertainment Execute targeted advertising campaigns designed for consumers with high disposable income, utilizing insights from their net asset and investable asset scores.  Net Asset Score (Higher Tiers): Launch advertising campaigns for premium entertainment experiences, including exclusive concert seats, backstage passes, and custom festival packages. Target consumers whose net asset scores suggest significant disposable income to ensure your promotions reach the most likely attendees. Discretionary Spend — Entertainment: Design advertising campaigns for high-profile music and entertainment events, focusing on individuals known for their significant expenditures on entertainment. Create promotions that resonate with their lifestyle, emphasizing the connection between a vibrant social life and exclusive entertainment opportunities. As you can see by understanding and utilizing the nuances of financial data, advertisers can create highly targeted, relevant, and effective campaigns across various sectors. This approach exemplifies the innovative spirit of audience usage, proving that with a bit of creativity, data applications are as limitless as our imagination. Financial Personalities and Consumer Financial Insight audiences and their in-platform names Find these syndicated audiences in your demand and supply-side platform of choice. Insurance financial personality - Audiences to help understand a consumer's behavior and confidence in their ability to find the right life insurance. Financial Personalities > Insurance Financial Personality Credit card personality – Used to identify consumers based on their credit card usage and behaviors. Financial Personalities > Credit Card Financial Personality Deposits financial personality – These audiences include consumers who are likely to look for bank offers based on their spending behaviors. Financial Personalities > Deposits Financial Personality Investments financial personality – Audiences to help understand a consumer’s comfort and behaviors with making financial investments. Financial Personalities > Investments Financial Personality Home equity financial personality – Audiences to help understand a consumer’s home equity circumstances and behaviors. Financial Personalities > Home Equity Financial Personality Mortgage financial personality – Audiences to help understand a consumer’s behavior and preferences with mortgages. Financial Personalities > Mortgage Financial Personality Investable assets (FLA/Fair Lending Friendly)* – Audiences that include consumers who have available investable assets in seven total tiers with Tier 1 being the highest, and Tier 7 being the lowest. Consumer Financial Insights > Investable Assets Net asset score (FLA/Fair Lending Friendly) – Predict a consumers likely net asset score ranging from less than $25,000 to over $5,000,000. Consumer Financial Insights > Net Assets Score (Net Worth) Discretionary spend – Predicts the annual discretionary spend for the category listed in the audience.Consumer Financial Insights > Discretionary Spend – Travel Consumer Financial Insights > Discretionary Spend – Jewelry Consumer Financial Insights > Discretionary Spend – Home Furnishings Consumer Financial Insights > Discretionary Spend – Entertainment Consumer Financial Insights > Discretionary Spend – Electronics Consumer Financial Insights > Discretionary Spend – Education Consumer Financial Insights > Discretionary Spend – Donations Consumer Financial Insights > Discretionary Spend – Dining Out Consumer Financial Insights > Discretionary Spend – Total Consumer Financial Insights > Discretionary Spend – Clothing/Apparel Household deposits/balances (FLA/Fair Lending Friendly) – Audiences that include households that have bank deposits balance in six total tiers with Tier 1 being the highest, and Tier 6 being the lowest. Consumer Financial Insights > Household Deposits/Balances Investment Balances (FLA/ Fair Lending Friendly) – Audiences that include consumers who have an investment balance in six total tiers with Tier 1 being the highest, and Tier 6 being the lowest. Consumer Financial Insights > Investment Balances Mortgage refinance (FLA/Fair Lending Friendly) – Predicts the likelihood the consumer is to refinance their mortgage. Consumer Financial Insights > Mortgage Refinance Footnote * “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws.   Latest posts