LONG ISLAND CITY, N.Y. — Local connected TV ad tech operation Madhive has widened its existing relationship with data technology giant Experian. It’s a deal that is designed to give local media markets broader access to Experian marketing audiences.
Specifically, an integration of Experian services into Madhive’s products brings Experian’s audience segments, including demographics, lifestyles, interests, purchasing behaviors, and media consumption to Madhive’s Data Marketplace.
“Built with privacy in mind, these segments enable precise Connected TV targeting—such as reaching consumers with shared attributes in specific regions,” the companies said in a press release distributed Wednesday morning. “Using Experian’s understanding of people in the digital and offline world, advertisers can run audience-first campaigns across Connected TV and other channels with scale and accuracy.”
“Connecting advertisers with the right audiences in local markets has always been challenging but when done right, it’s worth it,” said Ali Mack, Vice President of AdTech at Experian. “Our collaboration with Madhive breaks new ground by combining Experian’s comprehensive audiences with their advanced Connected TV platform. This empowers local advertisers to personalize engagement with viewers and significantly improves campaign
performance.”
The Madhive Data Marketplace data providers including TransUnion and Alliant.
