SAN JUAN, Puerto Rico\u2014Not that long ago, data for advanced targeting for cross-channel advertising was hard to come by. But now, \u201cThere\u2019s a lot more data out in the ecosystem now than there ever was,\u201d and advertisers need help putting it all together, says Experian\u2019s Brad Danaher.<\/p>\n
Experian helps advertisers determine the data segments that will perform best and use those segments more seamlessly. In this interview at the recent Beet Retreat 2018<\/a>, Danaher talks about the company\u2019s Audience Engine platform and heightened concerns about consumer data privacy.<\/p>\n The company launched Audience Platform in 2016 to facilitate cross-channel audience targeting and closed-loop analytics. Citing one function, Danaher says the platform takes in data from MVPD\u2019s and \u201ccan quickly, within seconds, determine the size of the audience that the advertiser wants. That is something that is removing a pain point.<\/p>\n \u201cIt\u2019s often been very cumbersome to create segments. And there\u2019s still some difficulty there, but this platform helps to speed up the precise of sizing up the segments so that then the media plans can be put into place a little quicker,\u201d he adds.<\/p>\n Both the buy- and sell-side have similar concerns with regard to advanced audience targeting.<\/p>\n \u201cThe buy-side is trying to solve their advertisers\u2019 desire for an interesting segment, one that is effective for them,\u201d he says. Experian<\/a> provides its own data sets \u201cand we also have a team that helps them craft it together. A bit of a service model.\u201d<\/p>\n On the sell-side, \u201cthey also need help guiding their clients and just understanding data, and also quickly matching first-party data as well as using that third-party data.\u201d<\/p>\n Consumer data privacy was one topic of discussion at Beet Retreat 2018. Danaher says the company understands the concern all too well.<\/p>\n \u201cThat is actually in line with what we\u2019re all about at Experian. As a credit bureau, we have all the rights to use it as a credit bureau, but also in our marketing data that is all opt-in data. It is not behavioral data or taken from online sources inappropriately.\u201d<\/p>\n Looking forward, Danaher says Experian is very focused on identity, linkage and advanced data and measurement. Using data that\u2019s effective and then measuring that on the back end \u201cwill prove the value of the data and prove that you did it right. That\u2019s the advantage of targeted TV is that you can see it turns out and very clearly the cause and effect.\u201d<\/p>\n