Infillion And Experian Forge Partnership To Boost Audience Engagement Without Cookies

In a significant move for the advertising industry, Infillion, a leading full-service media platform, has announced a strategic integration with Experian, the foremost global information services company. This collaboration is set to redefine the landscape of digital advertising by enabling advertisers on Infillion's MediaMath platform to utilize Experian's identity spine, thereby expanding reach and addressability in a world moving away from cookies.

Experian is now among the various identity players integrated into the Infillion platform, marking a crucial step in the company's ID-agnostic strategy. The integration leverages Experian’s extensive identity graph, which encompasses data on over 126 million households and 250 million individuals in the United States, including almost 500 million mobile ad IDs (MAIDs) and 200 million CTV IDs. This wealth of data is instrumental for marketers aiming to connect with their target audiences more effectively and measure campaign performance with precision.

Ben Smith, VP of Product and Data Products at Infillion, emphasized the importance of this integration, stating, "Impeccable service and leading technology have always been central to our offerings. With Experian’s identity graph, we are significantly enhancing our advertising capabilities, providing our customers with superior identity solutions. This enables a comprehensive view of the consumer journey and drives campaign engagement within a cookieless environment."

The partnership between Infillion and Experian signifies both companies' commitment to innovation and adaptability in the rapidly changing digital landscape. By combining their expertise and resources, advertisers are better equipped to navigate the complexities of today's identity ecosystem confidently.

Chris Feo, SVP of Sales and Partnerships for Marketing Services at Experian, highlighted the collaboration's role in enhancing identity and reach within the ecosystem. "This partnership not only underscores our dedication to innovation but also provides advertisers with a solid foundation for data-driven advertising in today’s evolving identity landscapes," Feo remarked.

Infillion stands as the only global media buying platform that merges MediaMath's industry-leading data and technology with TrueX's unmatched interactive video and CTV technology. Serving over 1,400 leading agencies and brands worldwide, Infillion offers premium managed- and self-service media solutions that ensure guaranteed attention in an increasingly opaque media environment. Headquartered in New York City, Infillion also encompasses Gimbal location-based technology, InStadium, NeXt, Analytiks.ai, and Phonic. Recognized as one of Fast Company’s Most Innovative Companies 2024, Infillion continues to lead in media, marketing, and advertising technology.

Experian leads as the world's premier global information services company, empowering consumers and clients to manage data with confidence during significant life events. From personal finance management to business growth by connecting with new customers, Experian facilitates smarter decisions and responsible lending while helping prevent identity fraud and crime. With a team of 22,000 people across 32 countries, Experian is committed to technological investment, innovation, and helping clients maximize every opportunity. The company is headquartered in Dublin, Ireland, listed on the London Stock Exchange, and is a constituent of the FTSE 100 Index.

This collaboration between Infillion and Experian not only marks a milestone in advancing digital advertising capabilities but also reflects both companies' foresight in navigating the future of an evolving digital ecosystem.