Long Island City, N.Y. is witnessing a significant development in the local connected TV ad tech space. Madhive, a local operation, has taken a step forward by deepening its existing relationship with data technology giant Experian. This move is aimed at providing local media markets with enhanced access to Experian's marketing audiences.

Uniting Local TV with Comprehensive Audience Insights

Integration of Experian Services into Madhive's Products

The integration of Experian services into Madhive's products is a game-changer. It brings a wealth of information such as demographics, lifestyles, interests, purchasing behaviors, and media consumption to Madhive's Data Marketplace. These segments enable precise Connected TV targeting, allowing advertisers to reach consumers with shared attributes in specific regions. With privacy at the forefront, this integration offers a unique opportunity for local advertisers to connect with their target audiences in a more targeted and effective manner.

For instance, advertisers can now run audience-first campaigns across Connected TV and other channels with scale and accuracy. By leveraging Experian's understanding of people in the digital and offline world, local advertisers can personalize their engagement with viewers, leading to significantly improved campaign performance.

Ali Mack, Vice President of AdTech at Experian, emphasizes the importance of this collaboration. He states, "Connecting advertisers with the right audiences in local markets has always been challenging but when done right, it’s worth it. Our collaboration with Madhive breaks new ground by combining Experian’s comprehensive audiences with their advanced Connected TV platform."

Madhive Data Marketplace Data Providers

The Madhive Data Marketplace is home to a diverse range of data providers, including TransUnion and Alliant. These providers add value to the ecosystem by offering additional data sources and insights. With their participation, advertisers have access to a wider pool of information, enabling them to make more informed decisions and create more targeted campaigns.

For example, TransUnion's data can provide valuable insights into credit histories and financial behaviors, while Alliant's data may offer unique perspectives on specific consumer segments. This combination of data from different providers enhances the overall effectiveness of the Madhive Data Marketplace and empowers advertisers to reach their target audiences more precisely.

The integration of Experian services and the participation of data providers like TransUnion and Alliant create a powerful ecosystem that benefits both advertisers and local media markets. It opens up new opportunities for local advertisers to connect with their audiences and drive better results.