As the advertising landscape changes with the decline of cookies and mobile identifiers, the need for innovative strategies is more pressing than ever.
The collaboration between Experian and Infillion offers groundbreaking solutions that help brands engage target audiences effectively in this new environment.
Identity Resolution for Cross-Channel Campaigns
The disappearance of cookies makes identity resolution vital for accurate targeting. Experian's integration with Infillion’s XGraph enables advertisers to maintain robust audience connections across devices and channels.
This cookieless identity graph ensures compliance while empowering brands to utilize household and person-level data, thus connecting impressions across connected TV (CTV), mobile, and web platforms.
Improving Audience Engagement
Infillion champions the concept of 'earned attention' in advertising. As noted by Ben Smith, VP of Product, Data Products at Infillion, "Attention should be earned, not forced."
This philosophy enhances engagement formats like TrueX, where users actively choose to interact with ads, leading to improved engagement metrics, reduced acquisition costs, and measurable brand lift.
Real-World Impact Through Smart Activation
A notable success story highlighted is the campaign with a national veterans' organization.
By leveraging Experian's tools, Infillion effectively reached specific audiences, achieving remarkable outcomes such as a 99% video completion rate and significant lifts in both brand awareness (3.6%) and donation consideration (13.7%).
Such results confirm that targeted identity solutions can lead to genuine business impact.
Future-Proofing with ID-Agnostic Strategies
Infillion’s ID-agnostic approach adapts seamlessly as the digital landscape evolves. Their methodology strengthens CTV household reach while preventing dependency on singular identifiers, ensuring advertisers retain the ability to measure success regardless of future changes in privacy regulations.
A Call to Action for Advertisers
As we reach an era marked by shifting identity frameworks and increasing privacy concerns, it's crucial for brands to adopt flexible, data-driven strategies that empower them to engage their audiences meaningfully. I encourage marketers to explore the innovative solutions offered by Experian and Infillion, which not only support compliance but also drive real engagement and measurable outcomes.
For further insights into how to navigate the future of advertising, check out Experian's identity solutions for actionable strategies and results-driven methodologies.
