Experian offers a new solution to help retail media networks expand their reach and improve campaign performance with identity resolution, audience insights, and measurement tools.
Experian’s new solution is positioned around helping retail media networks get a more complete picture of their customers while better targeting and measuring campaigns around the web. The offering addresses a desire among retail media networks to access online and offline data points beyond those gleaned from their owned platforms. Experian, one of the major credit reporting agencies, boasts an identity graph with insights into 126 million households, 250 million individuals, and 3.8 billion digital IDs.
The retail media solution carries five main services: identity resolution leaning on Experian’s identity graph; expanded insights, such as customer profile reports; audience creation tools that allow retail media networks to devise custom segments for their advertiser partners; enhanced reach and distribution that taps into an Experian partner network of over 20 companies that includes ad-tech firms like The Trade Desk and Magnite; and measurement tools that try to tie advertising closer to results.
Also Read: Cloud Next ’24: Google Cloud, Mercedes-Benz Deepen AI Partnership
Retail media networks seek richer data sets as they expand into offsite marketing channels, including open-web programmatic, social, and connected TV. Much of the category’s growth has come from onsite ad sales—running campaigns on a retailer’s app or website—. Still, the balance shifts as the industry matures and pushes to realize full-funnel capabilities.
According to Anne Passon, head of retail sales, Experian is courting retail media networks at different stages of their growth journey. A retailer still in the early days of building its platform may need more help organizing and cleaning up first-party data, while an older, more sophisticated platform may face limited onsite inventory.
“Our identity resolution and measurement solutions will appeal to all RMNs—no matter their size or category,” said Passon via email. Experian’s identity graphs allow RMNs to connect addressable identifiers to the household, making it easier to reach—and measure—customers across channels.”
Also Read: Reminder – Google Is Turning Off All Universal Analytics Services and APIs
Experian has strengthened its presence in the retail media landscape this year. In May, it acquired a strategic stake in Reward, a commerce media company that was the credit reporting giant’s existing commercial partner.
