{"id":8328,"date":"2024-08-01T17:25:27","date_gmt":"2024-08-01T17:25:27","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/experian-rolls-out-retail-media-network-solution\/"},"modified":"2024-08-01T17:25:27","modified_gmt":"2024-08-01T17:25:27","slug":"experian-rolls-out-retail-media-network-solution","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/experian-rolls-out-retail-media-network-solution\/","title":{"rendered":"Experian rolls out retail media network solution"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>This week, Experian announced a solution for retail media networks (RMNs) to improve the ability to identify customers within its network, help advertisers reach these customers and measure a campaign\u2019s impact. Additionally, it is designed to find patterns in audience behavior to improve campaign performance.<\/p>\n<p><strong>Why we care.<\/strong> <a rel=\"nofollow\" href=\"https:\/\/martech.org\/internet-advertising-up-7-3-reaching-record-high-in-u-s\/\">RMNs saw 16.3% growth in the U.S. last year<\/a> as more advertisers took advantage of retailers\u2019 deep connection with shoppers. Data-rich Experian is a valuable partner in providing identity resolution in a privacy-compliant way to advertisers and RMNs. This helps advertisers deliver more relevant messages to customers in the RMN and increases retailers\u2019 ad revenue by making their networks more attractive. Also, many RMNs include ad opportunities within their owned channels (website, app, in-store) and \u201coffsite\u201d ways to connect with customers through CTV and third-party sites. As RMNs expand, identity resolution becomes even more important.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/73-of-marketers-planning-to-up-rmn-spend\/\" target=\"_blank\"><strong><em>Marketers plan to up RMN spend<\/em><\/strong><\/a><\/p>\n<p><strong>RMN solution.<\/strong> The Experian solution includes five offerings:<\/p>\n<ul>\n<li>Identity resolution: Uses the Experian Graph (126 million households; 250 million individuals) to expand the understanding of customers based on first-party data.<\/li>\n<li>Expanded insights: It can generate detailed customer profile reports to help find high-value customers and develop accurate look-alike audiences for campaigns.<\/li>\n<li>Create audiences: Helps enrich first-party data using Experian Marketing Data or Experian\u2019s Partner Audiences network.<\/li>\n<li>Maximize reach and distribution: Using Experian\u2019s adtech partners, RMNs can expand campaigns beyond their owned channels to programmatic, CTV and social media.<\/li>\n<li>Measurement: Measure campaign effectiveness by connecting ad exposures in one channel to purchases and other actions online or in-store.<\/li>\n<\/ul>\n<p><strong>Advertisers benefit.<\/strong> \u201cAdvertisers are under increasing pressure to justify media investments as the availability of reliable performance data diminishes,\u201d Andrew Frank, VP distinguished analyst with Gartner for Marketing Leaders told MarTech. \u201cIdentity solutions can help tie conversions to ads, which is essential to proving their value. They also offer new customer insights with strategic value.\u201d<\/p>\n<p>Frank added: \u201cHowever, while it\u2019s tempting to use identity resolution (IDR) to retarget visitors who have recently expressed interest in a product, this is where controversies associated with cross-site tracking become most visible. Advertisers need to carefully consider tradeoffs involved in using IDR for behavioral targeting separately from measurement, insights, and optimization.\u201d<\/p>\n<p><strong>Proving RMN value.<\/strong> Experian\u2019s entry into the market \u201csignals that RMN viability is on the rise as an alternative to relying exclusively on the largest walled gardens for performance marketing,\u201d said Frank.<\/p>\n<p>Although Google just issued <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/third-party-cookies-will-not-be-deprecated-from-chrome\/\" target=\"_blank\">a head-spinning reversal <\/a>on third-party cookie deprecation for the Chrome browser, advertisers are seeking transparent, privacy-compliant alternatives that keep up with customer expectations and data regulations.<\/p>\n<p>\u201cRMNs need a way to measure and optimize ad performance to prove their value to marketers,\u201d Frank said. \u201cBut they also need to be cautious about privacy, which favors working with partners experienced in compliance and staffed with legal expertise.\u201d<\/p>\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile is-vertically-aligned-center has-black-color has-white-background-color has-text-color has-background\" style=\"grid-template-columns:44% auto\">\n<figure class=\"wp-block-media-text__media\"><a rel=\"nofollow\" href=\"https:\/\/www.surveymonkey.com\/r\/HN2NQGJ\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" data-lazy-sizes=\"(max-width: 549px) 100vw, 549px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"549\" height=\"354\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp?resize=549%2C354&#038;ssl=1\" alt=\"2024 Replacement Survey Logo\" class=\"wp-image-392896 size-full\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo.png.webp 549w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-524x338.png.webp 524w,https:\/\/martech.org\/wp-content\/uploads\/2024\/06\/2024-replacement-survey-logo-175x113.png.webp 175w\" sizes=\"(max-width: 549px) 100vw, 549px\"\/><\/a><\/figure>\n<\/div>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/experian-rolls-out-retail-media-network-solution\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>This week, Experian announced a solution for retail media networks (RMNs) to improve the ability to identify customers within its network, help advertisers reach these customers and measure a campaign\u2019s impact. Additionally, it is designed to find patterns in audience behavior to improve campaign performance. Why we care. RMNs saw 16.3% growth in the U.S. [&hellip;]<\/p>","protected":false},"author":3,"featured_media":8329,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Experian rolls out retail media network solution - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/experian-rolls-out-retail-media-network-solution\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Experian rolls out retail media network solution\" \/>\n<meta property=\"og:description\" content=\"This week, Experian announced a solution for retail media networks (RMNs) to improve the ability to identify customers within its network, help advertisers reach these customers and measure a campaign\u2019s impact. 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