Experian Marketing Services, a provider of data-driven marketing services, and Neustar, a provider of real-time information services, on Thursday announced a partnership to offer data onboarding
products.
The offerings will help improve addressable coverage across direct-match partners in media channels that include mobile, display, email, and TV.
Using Neustar’s data
onboarding product, Omnichannel Onboarding, advertisers now have the ability to move beyond onboarding of Customer Relationship Management (CRM) audiences to also onboard audience segments derived
from transactions, such as point-of-sale data, credit card purchases, and more.
Neustar’s Omnichannel Onboarding product is responsible for collecting, corroborating, and validating
consumer and business identities for marketing purposes.
The partnership gives Neustar’s Omnichannel Onboarding the benefit of integrating with Experian Marketing Services’ new
digital data cooperative, as well as Experian’s data quality, matching logic, and global media partnerships.
“We see a data activation gap in the industry, and that’s why
we’ve joined forces with Experian to provide a complete end-to-end omnichannel onboarding and activation solution,” Ted Prince, senior vice president, corporate development, Neustar, told
Real-Time Daily via email. “We hear from our customers that they struggle with connecting and activating their audiences across a plethora of channels.
"We see this as the next
level in omnichannel marketing, a move beyond just CRM customer file matching to accurate data activation across all media touchpoints and devices, along with online and offline channels.”
The partnership also seeks to improve audience targeting: “With ‘stale’ or ‘dirty’ data, marketers waste dollars by sending irrelevant messaging, oversaturating some
consumers, and never reaching others,” Scott Paprocki, senior director of product management, Experian Marketing Services, told Real-Time Daily via email.”
Both companies
said they’ll tap into existing partnerships with publishers, monetization platforms, and email partners. They’ll also use Experian’s digital data exchange cooperative, which will
allow clients to maximize customer reach across digital touch-points.
The new service will be a two-pronged approach to building an addressable cookie and mobile identity pool by pursuing both
paid relationships and proprietary co-op data.
The partnership also aims to give marketers the ability to seamlessly activate their first-, second- or third-party data across multiple channels
and devices.