Experian and AUDIENCES Partner on First-Party Data Activation
Experian and AUDIENCES have launched a partnership to help brands more effectively activate their first-party customer data across the media ecosystem. The solution operates within the brand's own cloud infrastructure, ensuring transparency and control.
Experian and AUDIENCES have announced a new partnership aimed at enabling brands and agencies to better leverage their first-party customer data within the media landscape.
The collaboration integrates Experian's consumer insights, data enrichment, and identity capabilities with AUDIENCES' cloud-native technology. The solution is deployed within the brand's or data owner's cloud infrastructure, providing transparency and control over customer data.
Experian states its signal-agnostic identity capabilities offer 85% household connectivity across 500 million digital identifiers. The partnership is designed to improve brands' reach, media effectiveness, and return on investment from first-party data.
Initially, the companies are working with a select group of brands to validate key use cases. The goal is to simplify audience activation across channels including search, social, programmatic advertising, and connected TV.