Experian and Turn Link for Digital Ad Measurement

In the US, data and analytics provider Experian Marketing Services has partnered with digital ad platform Turn to help advertisers plan, measure and manage their campaigns.

The Turn platform allows digital marketers to address customized audiences through its optimization algorithms, software and analytics, all available in a real-time integrated environment.

Through the partnership, Experian will integrate its Audience IQ digital targeting product into Turn's platform, to provide access to offline direct marketing data from almost every US household. Data utilized through the Audience IQ product is anonymous and non-personally identifiable.

'By utilizing Turn's real-time data and media management capabilities to power the Audience IQ product, Experian Marketing Services is providing brands and agencies with a fundamentally new and incredibly powerful tool for integrating offline and online advertising campaign strategy and execution,' states Turn President and CEO, Bill Demas.

Experian Marketing Services Group President Matt Seeley says the partnership will help his firm apply its expertise in direct marketing to the online world.

Web sites: www.experianplc.com and www.turn.com .