• by Karlene Lukovitz  @KLmarketdaily, December 5, 2023

Samsung’s demand-side platform/DSP has integrated Experian’s identity capabilities and syndicated audiences to enhance campaign targeting and advertising personalization.

Samsung’s DSP enables data-driven and contextual targeting and addressable TV across screens.

The refined targeting possible through combining Samsung Ads’ ACR viewership data from millions of devices with Experian’s detailed data on households and individuals can help allocate media investment to reduce waste and drive improved engagement, conversion rates and ROI, according to the companies.

Users can also track audiences’ interaction with ads across different devices and platforms, and employ Samsung Ads’ brand safety solutions.

According to Experian, its data set spans 126 million households and 750 million hashed emails; 5,000 data attributes for enrichment, licensing and audience creation; 2,400 turnkey audiences on integrated platforms spanning eight verticals, plus 2,300 attributes per household and 250 attributes per consumer, on average.