Experian Invests in, Partners with Addressable Advertising Specialist, Invidi

Experian Marketing Services--a company that bills itself as "focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting"--said last week that it has formed a partnership with addressable advertising specialist, Invidi. The companies' partnership also sees Experian becoming an investor in Invidi, which recently announced (see the article published on itvt.com, May 5th) that it had secured over $23 million in a Series D funding round that was led by Google. Its customers include DISH Network and DirecTV (see the articles published on itvt.com, August 26th and July 10th).

According to the companies, the partnership will see them providing consumer segmentation across traditional and digital media for advertisers, TV networks and multichannel television distributors. Experian's data will increase targeting precision to optimize efficiency and effectiveness of advanced advertising techniques that are based on "more accountable measurement of addressable television," the companies say. Experian claims to provide marketers with "the broadest and deepest set of consumer data"--gathered from 215 million individuals and 110 million households in the US.

As part of the companies' partnership, Kosta Skoulikaris, Experian's senior director of digital advertising services, will join Invidi's board as an observer. "This exciting partnership further expands our marketing footprint, highlighting Experian Marketing Services' superior targeting across traditional and digital media," Ty Taylor, president of Experian Digital Advertising Services, said in a prepared statement. "This key offering for television advertisers will help them make better decisions powered by our data, analytics and marketing technology. Working with Invidi will give advertisers increased opportunities for greater brand advocacy and significantly improve their ROI." Added Invidi CEO, David Downey: "Experian Marketing Services is an impressive addition to an already powerful group of strategic partners and further positions Invidi as the clear, best choice for addressability around the world. With EMS and Invidi working together, advertisers for the first time will be able to close the loop and truly measure the effectiveness of television advertising, while also leveraging EMS' depth and breadth of data sources for advanced targeting. Not only will advertisers learn what is working, but they will also learn what is ineffective and be able to use that information to improve future campaign performance. Television has finally taken a leap into full accountability by becoming a smart medium that gets even smarter over time."