Experian Marketing Services has unveiled an audience management platform designed to link and match data across marketing ecosystems.
The Audience Engine platform is a unified, automated platform for targeting, execution and measurement of addressable advertising campaigns.
Experian developed the platform to automate the process of finding an advertiser’s audiences at scale, across channels, networks, and online and offline platforms. It provides users with a single, agnostic platform to create, understand and activate their addressable advertising campaigns leveraging a combination of first-, second- and third-party data sources. For TV advertisers, this includes linear, addressable and over-the-top audiences, such as connected TV.
While in beta over the last nine months, more than 70 brands have used Audience Engine to launch addressable TV campaigns. Brands across verticals including major automotive, travel, retail and consumer packaged goods have already seen success, with an average sales lift of 67%.
“We built Audience Engine with an open ecosystem in mind. As a result, we’ve been very successful in securing major accounts that have contributed to the impressive scale of our platform,” said Kevin Dean, president and general manager of targeting at Experian. “Our audience management platform allows media companies to monetise their data by making it accessible to the industry in a privacy-compliant, agnostic environment. Meanwhile, the media companies remain in control of their data and how that data is used for marketing.”
Today at 10:27 am
