New Partners Tap Experian's Identity Graph

Consumer data giant Experian has announced new partnerships with media marketplace Sonobi and first party commerce data firm Attain.

The Sonobi deal aims to improve targeting of programmatic advertising across 'the mobile web landscape', tapping demand growing out of Google's deprecation of cookies. Experian says its identity graph contains more than 2.75 billion IDs. Justin Kennedy, COO of Sonobi comments: 'Collaborating with Experian and integrating their identity graph is crucial progress towards a post-cookie era, where targeted and effective advertising can thrive while protecting user privacy. This collaboration enhances our programmatic addressability and demonstrates our commitment to delivering better, more respectful advertising experiences'.

Attain is a permissioned commerce data platform that powers real-time purchase measurement and outcome signals for brands, and will use Experian's ID graph to allow advertisers targeting of consumers across devices, in the cookieless environment, including mobile and CTV.

Greg Koerner, VP of Digital Advertising Sales at Experian states: 'By harnessing the power of Attain's extensive outcome data and the Experian identity graph, we can easily offer marketers new avenues for reaching their target audience across multiple devices and channels'. Attain CEO Brian Mandelbaum calls the integration 'a major leap forward' for the firm's advertising capabilities, and comments: 'With this integration, we can seamlessly align advertiser data and demonstrate outcomes' true impact and correlation across different media channels. This not only provides our customers with a more comprehensive view, but it also enhances the effectiveness of their advertising strategies'.

Web sites: www.sonobi.com , www.attaindata.io and www.experianplc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.