- Experian unveiled a latest solution designed to assist retail media networks improve identity resolution, ad targeting and attribution, Marketing Dive can exclusively share.
- The consumer credit reporting company’s identity graph connects addressable IDs to customers while a third-party onboarding product improves reach and distribution. Experian’s Activity Feed assists with measuring campaigns and promoting’s impact on driving other actions, like a purchase order online or in store.
- The launch comes as retail media networks are extending into offsite media channels, adding fresh layers of complexity to their operations. Companies like Experian see a possibility to round out gaps in retail media data through partnership.
Experian’s latest solution is positioned around helping retail media networks get a more complete picture of their customers while higher targeting and measuring campaigns around the net. The offering addresses a desire amongst retail media networks to access online and offline data points beyond those gleaned from their owned platforms. Experian, one in all the most important credit reporting agencies, boasts an identity graph with insights into 126 million households, 250 million individuals and three.8 billion digital IDs.
The retail media solution carries five important services: identity resolution leaning on Experian’s identity graph; expanded insights, equivalent to customer profile reports; audience creation tools that allow retail media networks to plot custom segments for their advertiser partners; enhanced reach and distribution that taps into an Experian partner network of over 20 corporations that features ad-tech firms like The Trade Desk and Magnite; and measurement tools that attempt to tie promoting closer to results.
Retail media networks are seeking richer data sets as they crack further into offsite marketing channels, including open-web programmatic, social and connected TV. Much of the expansion for the category to this point has come from onsite ad sales — running campaigns on a retailer’s app or website — however the balance is shifting because the industry matures and pushes to understand full-funnel capabilities.
Experian is courting retail media networks at different stages of their growth journey, in line with Anne Passon, head of retail sales. A retailer still within the early days of constructing its platform might have more help organizing and cleansing up first-party data while an older, more sophisticated platform could also be bumping up against limited onsite inventory.
“Our identity resolution and measurement solutions shall be appealing to all RMNs — irrespective of their size or category,” said Passon over email. “Experian’s identity graphs allow RMNs to attach addressable identifiers to the household, making it easier to succeed in — and measure — customers across channels.”
Experian has gotten a stronger foothold within the retail media landscape this yr. In May, it acquired a strategic stake in Reward, a commerce media company that was an existing industrial partner of the credit reporting giant.
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