Advanced Data and Innovative Technology Power Experian's Efforts to Help Marketers

Our society relies heavily on digital devices and channels, and with that the concept of identity has quickly become the foundation of every customer interaction--particularly within the digital advertising ecosystem. In response to the emerging strategic importance of identity, Experian today announced a new innovative solution that uses the fusion of data and artificial intelligence, to help marketers connect Mobile Ad IDs (MAIDs) with digital and offline identity attributes to better understand their target audiences. Powered by Experian's vast data assets and identity platform, the new solution incorporates machine-learning algorithms, as well as deterministic and probabilistic techniques, to sift and connect billions of advanced identity signals and data elements, including MAIDs, from a wide variety of internal and external sources. The outcome of this process allows brand marketers to implement more effective analytics, audience segmentation and activation, and measurement capabilities. "Experian has always been a leader in identity resolution, helping brand marketers more accurately identify and understand customers, while also keeping customers at the heart of every marketing strategy," said Kevin Dean, Experian's president and general manager of Marketing Services, North America.