Samsung Ads’ Experian partnership increases accuracy and impact of advertising campaigns
In December 2023, Samsung Ads partnered with Experian to optimize the accuracy and relevance of ads displayed using the Samsung demand-side platform (DSP).1 Advertisers can now access Experian’s detailed consumer data directly from the Samsung DSP, bringing a heightened level of rigor to targeting viewers.
Samsung Ads integrates these new audience insights with unrivaled viewing data derived from more than 73 million US Smart TVs to deliver data-driven ad campaigns that are more impactful and cost-effective.
Understanding audiences and predicting behavior
The Samsung Ads team already uses automated content recognition (ACR) technology to understand what viewers are watching across linear, streaming and gaming formats. Now Samsung Ads combines this information with identity data, which includes a viewer’s physical location, type of device and IP address. By analyzing both sets of viewership data, the Samsung Ads team develops a more holistic view of a given household and a better understanding of each consumer's interests and needs. The data can also help companies predict audience behavior. For example, a travel brand can determine the likelihood that a household will purchase a family-friendly cruise and only deliver ads to the most relevant viewers.
Targeting viewers with more precision
Samsung Ads uses Experian’s syndicated audiences to more effectively tailor the content and distribution of marketing campaigns. Syndicated audiences are developed using consumers’ buying behaviors, lifestyles, habits and other characteristics, and include 250 attributes per consumer. More accurate targeting can increase engagement, conversion rates and ROI across social media, TV and online and mobile channels.
Syndicated audience data includes:2
● 128 million households, each with an average of 2,300 attributes
● 750 million hashed emails
● 5,000 data attributes for enrichment, licensing and audience creation
● 2,400 ready-to-use audiences to target campaigns
Optimizing advertising spend and improving attribution
Now brands can reduce wasted advertising spend and improve campaign efficiency by quickly identifying and connecting with their intended audiences, and delivering tailored ads in relevant content environments across all screens.
Advertisers also improve attribution when they understand how viewers are interacting with their ads across different devices and platforms. Samsung Ads can leverage better attribution to maximize campaign performance by quickly making any needed adjustments.
Ensuring brand safety and security
Digital advertisers are especially concerned about protecting their brands and maintaining consumer trust in the wake of cybersecurity threats. Samsung Ads presents ads in a safe and secure environment and ensures that brands only interact with consumers who have agreed to be included in its ACR data, personalized ad tracking and voice recognition services.
“The new partnership between Experian and Samsung Ads is an exciting development for advertisers as they look to maximize the effectiveness of their marketing campaigns,” says Alex Boras, platform lead at Samsung DSP. “With hands-on access to Experian’s identity solution and audiences directly within our platform, Samsung DSP, advertisers can now better address their most important audiences on the screens they use most.”
1 Experian, “Experian and Samsung Ads partnership makes Experian identity and syndicated audiences available directly within Samsung’s demand-side platform (DSP),” December 5, 2023.
2 Experian, “Experian and Samsung Ads partnership makes Experian identity and syndicated audiences available directly within Samsung’s demand-side platform (DSP),” December 5, 2023.
