Experian strikes adtech deal for ‘smart media inventory’

Experian is joining forces with adtech company Yieldmo in a partnership which the duo claim will provide better experiences for consumers and better results for marketers and publishers.

Experian and Yieldmo’s joint initiative ad product combines Experian’s digital identity and targeting capabilities with Yieldmo’s creative format technology and what it insists is “outcome-maximising curation”.

Through Yieldmo’s “Smart Exchange”, ad packages are purchased through automated channels, designed to be easy to buy with just the click of a button. Layered with Experian’s identity and targeting data, it is claimed Yieldmo’s decisioning is made smarter, and buyers can be confident that they are reaching the right people.

Experian Marketing Services chief commercial officer Jeremy Hlavacek said: “There are major changes happening in the data landscape right now. We believe the sell-side of the industry has an opportunity to change the game by packaging media with the right targeting and identity assets.

“This initiative shows the power of data control with smart inventory curation and creative formats, driving results for clients.”

Yieldmo chief revenue officer and general manager of Exchange Jeremy Steinberg added: “We know that our data curation boosts outcomes for buyers and sellers on every campaign, and is enhanced further by smart creative technology, which outperforms standard formats by increasing time spent, viewability, CTR, and attention rate.

“By combining that technology with market leading digital identity and data, we further help our clients achieve new levels of performance and success.”