Experian Match has been built to answer the following industry challenges:
- The deprecation of the third party cookie. Already ineffective in 50% of all traffic, the hole left by third party cookies creates a big and growing problem for the industry as Advertisers struggle to engage audiences effectively at scale across inventory.
- An over dependency on logged in user data to fill the cookie void. The lack of scalable identity solutions exists today due to the fact that authenticated (logged-in) traffic is still limited amongst publishers beyond Walled Gardens.
- The need to raise the bar over data privacy and control. The challenge presented by the regulator to the ad tech industry over the use and flow of consumer data is significant. A new approach is needed which facilitates effective advertising whilst minimising the movement and accessibility of data.
Experian Match is a privacy-centric solution that provides greater protection and control to consumers. Leveraging InfoSum's decentralised technology, Experian Match enables the secure linkage of first party IDs and allows rich consumer insights to be overlaid onto previously unknown audiences without the need for third-party cookies or end user registration data. This is how it works:
After inserting relevant privacy wording, Publishers and Advertisers send Experian logs of IDs and IPs.
Experian conducts a process of 'cohorting', grouping IDs together, applying a random Match key and where possible associating household data attributes.
Within the InfoSum platform, the Match table is securely hosted and can be queried by participating parties (without data ever being moved or exposed – noting parties can only query their own first party IDs).
Audiences can then be analysed, profiled, and activated in campaigns via connected publishers and supply side platforms.
Data Privacy and security are important consideration and with Experian Match these concerns are solved instantly as no data has to be moved between companies
Paul Davison, Vice Media Group, President of Agency Development, DigiDay October `20
Experian Match provides the public with greater confidence in how their data is used, knowing that it will not be continually shared between publishers and advertisers but will be used in a more controlled and secure way.
Research Live, October ‘20
Experian has gone a long way to creating a data driven ecosystem that’s fit for the future (beyond cookies). In my view, it is a really exciting opportunity for advertisers and publishers alike.
Rob Webster, Industry Consultant and Commentator, The Drum October 2020
By removing the need to move data between the various parties, Experian Match is able to bring both advertisers and media owners to market considerably faster than traditional solutions
Richard Foster, Chief Revenue Officer, InfoSum
Enrich with Experian or first party data to prospect across connected media with no reliance on party cookies.
Help advertisers engage with their customers across your inventory.
There is no need to ingest, store or manage data in your system.
Easy to deploy tags with no reliance on third party cookies.
Enrich with Experian or first party data to prospect across connected media with no reliance on third party cookies.
Increase match rate into publishers that have limited or no registration data.
Data remains under your control and never leaves your bunker.
Due to low data requirements during page load, there is no disruption to the user experience.
Agencies are facing increasing pressure to transparently deliver on specific audiences, however the ability to do so has been impacted by GDPR and consent frameworks.
The demand still exists from their brands, as ROI expectations increase, along with the marketplace complexity, so being able to support brands to deliver in a scalable way, across an increasing number of channels, has never been more pertinent.
Essentially, brands are looking for specific, scalable audiences across all channels in a process that is close to the one they have followed over the past years.
Experian Match delivers this for agencies, keeping the process consistent and even expanding on previous capabilities, giving agencies greater control and influence over clients’ planning and strategy, while minimising legal risk and data privacy issues.
Consumers need to be able to trust Publishers and Advertisers with their data. Experian Match is a privacy first solution that avoids unnecessary transfers of data between different parties; Consumer data sits within secure bunkers on the InfoSum platform and is never moved or shared.
Experian Match helps relevant advertising to be shown online whilst respecting the choice and personal data of the consumer.