• by Karlene Lukovitz  @KLmarketdaily, May 7, 2020

Horizon Media, the nation’s second-largest advertising agency, has inked a deal to use TransUnion’s validated identity and audience attribute data to improve the agency’s internal ability to identify consumers across disparate data sources and platforms.

Use of the credit bureau’s data for “comprehensive identity” purposes will enable Horizon to create an infrastructure that makes faster identification matches and informs marketing decisions for its clients “across all touchpoints,” according to the companies.

“Consumers expect more personalized experiences from advertisers and marketers,” stated Laura McElhinney, Horizon Media’s chief data officer.

Horizon Media, headquartered in New York with offices in Los Angeles and Toronto, has estimated billings of $8.7 billion, per COMvergence data.

Last month, TransUnion announced a deal with Fox Corp.-owned AVOD Tubi. The credit bureau’s ID data on individuals will be merged with Tubi’s household-level user content consumption behavior to inform analytical analysis to drive individual-level ad targeting and content decisions.