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»experian

Mo’ Match Rates Mo’ Problems As Cross-Device Vendors Aim For Scale

Cross-device identity match rates have shot up in recent years, but brands and agencies remain skeptical of the results. “We were consistently disappointed with cross-device identity matches,” said David Kohl, CEO of the digital media advisory firm Morgan Digital Ventures. “There’s a gap in understanding of what’s possible between vendors and the buy side, [which... Continue reading »
by James Hercher // October 10th, 2016 //
»
PE Firm Symphony Acquires Experian’s Consumer Insights Assets For $47M

Private equity firm Symphony Technology Group (STG) has acquired Experian Marketing Services’ Consumer Insights division for $47 million. This entity consists of Simmons Research and consumer clickstream data company Hitwise. Symphony will bring on about 300 people as a result of the deal. Although the deal price could increase by $5 million, which is contingent... Continue reading »
by Kelly Liyakasa // December 14th, 2015 //
»
Equifax Sees OTT Video As The Next Frontier For Marketing Services

Equifax's marketing services business has flown under the radar. The company manages a consumer credit database on some 600 million individuals and 80 million businesses and, unbeknownst to many, has a dedicated marketing services practice that competes with Experian Marketing Services. Called IXI Services, this division of Equifax helps financial services companies and other consumer... Continue reading »
by Kelly Liyakasa // August 27th, 2015 //
»
We Need To Fix The Ad Tech Talent Drought

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jay Stocki, vice president of digital services at Experian Marketing Services. Within ad tech, it’s no secret that the demand for quality talent far exceeds the supply. What was once... Continue reading »
by AdExchanger // February 25th, 2015 //
»
How AdTruth Adds Truth To Cross-Device Connections

Want to see a marketer rip out her hair? Ask her to begin identifying consumers across devices. It’s not an easy thing to do, but vendors have been building tools to help. When Experian Marketing Services acquired 41st Parameter last October, it also got the latter’s subsidiary, AdTruth. AdTruth’s core product is the AdTruth ID,... Continue reading »
by Ryan Joe // July 2nd, 2014 //
»
What ‘Battlestar Galactica’ Can Teach Us About Geotargeting

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Marcus Tewksbury, global vice president for product strategy at Experian Marketing Services. In the highly addictive, long-running television series “Battlestar Galactica,” there is a pivotal moment where warring factions from the... Continue reading »
by AdExchanger // June 17th, 2014 //
»
Data Regulation: What Could Go Wrong?

Questions lingered after the Federal Trade Commission (FTC) presented to the data marketing space a 100-plus-page push for greater transparency Tuesday. The FTC’s manifesto, “Data Brokers: A Call for Transparency and Accountability,” sparked debate about what a data broker is and the potential pitfalls for a proposed centralized portal through which consumers can control the... Continue reading »
by Kelly Liyakasa // May 29th, 2014 //
»
FTC To Congress: Regulate Marketing Data Providers

The Federal Trade Commission (FTC) welcomed direct marketers and data companies back from the holiday weekend with a 100-plus page report (called "Data Brokers: A Call for Transparency and Accountability") and a recommendation that Congress enact legislation to ensure industry transparency and customer control over how their data is used. The report singled out nine... Continue reading »
by Kelly Liyakasa // May 27th, 2014 //
»
The Fading Divide Between Data Services And Digital Agencies

Just a few years ago, brands needed to be educated around the messaging and measurement technologies available in the digital age. That imperative has since shifted as marketing departments try to figure out how they take that technology and maximize results. As a side effect, the line between data and marketing services providers like Experian... Continue reading »
by Ryan Joe // May 21st, 2014 //
»
Direct Marketers Speak Out Against New Data Protection Legislation

Senators John D. (Jay) Rockefeller IV (D-WV) and Edward Markey (D-Mass.) introduced legislation Wednesday that would require data brokers to be accountable and transparent about the information they collect and sell about consumers, but the direct marketing industry is already pushing back hard. “Consumers deserve to know what information about their personal lives is being... Continue reading »
by Don Willmott // February 13th, 2014 //
»
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