More Accurate Targeting Across Channels
As consumers hop from stores to search to social and beyond, customer relationship management (CRM) solutions - and other technology used to gather, match and implement user data - are struggling to make connections and send relevant messaging to prospects.
A new partnership between Experian and Neustar looks to change that - improving targeting and experience while reducing media dollar waste by connecting first-, second- or third-party data across multiple channels and devices (online, mobile, email, TV, POS) via either Experian’s Audience Engine or through Neustar’s PlatformOne DMP. The partnership should help advertisers serve better, cheaper and more accurate ads.
“Marketers will be able to have the best-in-class solution, powered by a combination of Neustar and Experian, to target and deliver audience data wherever they need to without any data loss, extra cost, and wasted time that comes from a disjointed, multi-partner approach,” said Kevin Dean, president and general manager of targeting at Experian Marketing Services. “There are numerous consumer and business benefits to the responsible collection and usage of data in a privacy-compliant manner, and advertisers now will have an onboarding alternative that can increase audience scale and reach.”