Experian has announced the launch of Digital Graph and Marketing Attributes to support ad addressability across channels. The tech combines the company’s existing Digital Graph and Marketing Attributes products, hence the straightforward naming.
Through the Digital Graph, advertisers and platform partners get access to MAIDs, CTV IDs, hashed emails, and universal IDs. They can enhance the graph with Experian’s 5,000 Marketing Attributes, including age, gender, purchase behaviors, and content consumption insights.
“The uncertainty around third-party cookies in Chrome and the overall decline in signal complicates the industry’s ability to reach the right consumer,” reads the company’s blog post on the announcement. “Our Digital Graph and Marketing Attributes solution addresses these challenges by providing identifiers for seamless cross-channel engagement.”
The combo solution bridges offline data (Marketing Attributes) and online data using Experian’s ID, Living Unit ID (LUID).
Why This Matters:
For marketers, Digital Graph and Marketing Attributes means more accurate audience targeting, better balance between reach and frequency, potentially more relevant ads, and clearer attribution and measurement. Platforms partnering with Experian also benefit. They can offer enhanced targeting and segmentation, and improved inventory monetization in the case of SSPs.
Experts React:
Experian has two vendor partners quoted in the announcement, DSP StackAdapt (recent news here) and SSP OpenX.
StackAdapt’s Denis Loboda, Senior Director of Data, says: “This partnership improves our ability to deliver precise cross-channel segmentation, reach, and measurement, helping advertisers run more successful campaigns. Our collaboration with Experian allows us to offer a differentiated solution in the market and ensure our clients can deliver the most precise and impactful ads to their audiences.”
Meanwhile, Craig Golaszewski, Senior Director of Strategic Partnerships at OpenX, says: “We built on our long-term partnership with Experian to enrich our digital IDs with Experian’s Marketing Attributes, which help provide buyers better insights to audiences, thereby helping our publishers monetize their inventory.”
Our Take:
It’s an interesting announcement because it seems to just join two things that already exist? Still, combining the two products creates a more powerful and comprehensive solution for advertisers and vendors/vendor clients. The synergy between the digital identifiers and marketing attributes allows for more sophisticated targeting, analysis, and measurement capabilities that weren’t as easily available before, when the products were separate. Or at least that’s how we interpret it. Let us know in the comments!
