Eyeota has announced that it is now activating Experian WorldView as Digital Audience Data in 36 countries around the globe. Multinational brands can now leverage Experian WorldView audience data for consistent and privacy-centric digital targeting on programmatic and social channels.
Today, as global privacy initiatives give consumers more control over their data, marketers are tasked with navigating regional privacy regulations and creating loyalty, retention, and acquisition programmes, utilizing nothing more than their first-party data resources. However, with fewer customers providing actionable first-party data and the upcoming deprecation of third-party cookies, today’s brands struggle to understand and target prospective consumers on digital channels.
To meet the growing need for privacy-compliant audience solutions, Eyeota and Experian have collaborated to provide WorldView digital audiences to help brands better identify, understand, and target their consumers online.
Experian’s WorldView data encompasses offline visual representations of key socio-demographic attributes across the globe. Representing 81% of the world population, attributes are segmented as 250m x 250m geolocation grids. WorldView data has traditionally been used by marketers to make effective global location planning and consumer insight decisions.
Leveraging Eyeota’s proprietary, privacy-compliant data onboarding technology, Experian WorldView offline data is matched to digital identifiers such as browser, hashed email, and Universal IDs such as ID5 and The Trade Desk UID2 using Eyeota’s agnostic identity graph Translate. WorldView digital audiences are distributed across Eyeota’s expansive network of demand-side platforms (DSPs), supply-side platforms (SSPs), data management platforms (DMPs), social channels, and more for insights, personalization, and targeting.
Experian WorldView digital audiences span ten consumer groups: City Advantage, Upmarket Homeowners, Aspiring Families, Affluent Elders, Mid-range Employees, Family Economy, Metro Resilience, Aging Locals, Urban Workforce, and Rural Community audience segments. Advertisers and marketers can activate Experian WorldView across the following countries, despite variances in national and regional privacy regulations:
- Africa: South Africa
- Asia: Hong Kong, Indonesia, India, Japan, South Korea, Malaysia, Philippines, Singapore, Thailand, Turkey, Vietnam
- Europe: Austria, Belgium, Czechia, Germany, Denmark, Spain, Finland, France, United Kingdom, Italy, Netherlands, Norway, Poland, Portugal, Sweden, Switzerland
- North America: Canada, Mexico, United States of America, Puerto Rico
- South America: Argentina, Brazil
Oceania: Australia, New Zealand
“Eyeota has been a key partner of Experian for some time now, enabling access to audiences defined by Experian in key digital channels. We have now built on this and can now offer consistent privacy-centric solutions for digital audience targeting and segmentation across 36 global markets. It is a real first, solving real problems for advertisers globally,” said Colin Grieves, Managing Director of Marketing Services UK&I at Experian.
This is already delivering proven results for clients. In one example, Eyeota and Experian partnered with a luxury automaker’s ad agency to produce breakthrough results in the fiercely competitive electric vehicle category. The companies created a unique Facebook audience targeting strategy to identify and connect with high-net-worth individuals most likely to be drawn to energy-saving transport. Together, they helped the automaker develop a custom audience profile that combined Eyeota income and socio-demographic audience data with an Experian WorldView group called “City Advantage.” As a result, the campaign delivered an above 81% increase in lift of ad recall versus consumers targeted using Facebook native user interest targeting data. The campaign also revealed key demographics within the target audience. This ad successfully reached people between the ages of 35-44 and 55-64, an insight that could not have been uncovered using native Facebook user data.
“We are proud to be Experian’s data onboarding and activation partner to take their WorldView audiences online for brand marketer needs,” said Kristina Prokop, co-founder at Eyeota, a Dun & Bradstreet company. “A longstanding international partner, we’ve worked closely with Experian, and we continue to help them bring their offline data products across the globe into the digital ecosystem.”
The rise in global privacy regulations has impacted brand trust when it comes to using third-party data with confidence. That’s why Eyeota has committed to external validation of its data and practices. Eyeota was one of the first companies globally to be awarded the data transparency compliance seal from the IAB Tech Lab, and the company ranked as the number one audience data provider for privacy compliance and has also been awarded a Neutronian Certification Badge.
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