Advertisers can expect to see more Experian data when working with Audacy. The company has inked a deal that will give it access to Experian targeting capabilities that will not only offer a more comprehensive view of digital audio listeners but will also allow for the delivery of more relevant content and more precise advertising targeting. Audacy will use the data to help advertisers reach specific groups with greater accuracy.
Experian’s digital identity graph works by collecting information on a particular listener and combining it with other data to build a cohesive profile for that listener. The data collection focuses on finding unique identifiers such as phone numbers, email addresses, or customer IDs to build a singular view of a customer. As each data point is found, the data is mapped into a profile of the listener called an identity graph. Experian’s website says with many consumers interacting with businesses on a variety of devices, the data can also identify a single customer on different devices and channels to remove duplicate data to create a single profile.
Audacy will also integrate Experian’s Audiences into its platform, allowing advertisers to build and reach target audiences in real-time using listener insights such as demographics, shopping behaviors, and interests. Audacy says the integration will lead to more personalized and relevant advertising experiences, providing advertisers with a higher return on investment.
“Historically, audio advertising lacked precise targeting capabilities, making it challenging for advertisers to reach specific audiences. By integrating our digital identity graph and syndicated audiences with Audacy’s platform, we’re transforming how advertisers connect with listeners,” said Chris Feo, Chief Business Officer at Experian. “This collaboration enables more effective audience targeting and delivers personalized, impactful audio experiences across all channels.”
Audacy, the parent of Audacy Podcasts, Pineapple Street Studios, and Podcorn, as well as its own Audacy app, says its digital revenue grew 12% during the second quarter. The company has not yet reported Q3 revenue. Audacy is wrapping up its Chapter 11 reorganization, and the Experian deal offers a clue as to where it sees its opportunities going forward.
“As we continue the re-imagination of Audacy, our investments in our digital audio product suite are essential,” said Brian Benedik, Chief Revenue Officer at Audacy. “The creation of an Experian-powered Audacy identity graph is an important step in the process and allows us to create more value for both marketing partners and our listeners.”
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