Ampersand Partners with Experian to Introduce New Audience Segments into the AND Platform

By PRNewswire On Apr 8, 2021

New audience segments are now available for every brand marketer in Ampersand’s AND Platform, powering audience-first TV investments in Linear, Streaming and Addressable TV

Ampersand, the audience-first TV advertising sales and technology company, announced the availability of Experian audience segments within its AND Platform. The integration of Experian data allows Ampersand to offer multiscreen TV advertisers the ability to reach consumers and deliver relevant messages, using anonymized and aggregated data, across every brand vertical, including financial services, QSR, retail, travel and more.

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Ampersand’s AND Platform, a multiscreen TV planning, buying and measurement platform launched at the beginning of 2020, accounts for the single largest source of TV inventory in the industry, encompassing linear and streaming TV. The AND Platform provides marketers with reach across 85 million households, 120+ cable networks and more than 60% of all U.S. addressable households.

Experian data allows Ampersand multiscreen TV advertisers to deliver relevant messages across every brand vertical.

As part of the rollout, all Experian segments are accessible to both Managed Service and Self-Service beta clients of Ampersand’s AND Platform. Ampersand clients will be able to tap into Experian’s ConsumerView^SM database, which aims to help advertisers better understand their target audience, and truly gain insight into their tendencies and preferences to help brands make stronger, longer lasting connections with consumers.

The AND Platform is the first advanced buy-side TV platform to centralize campaign planning and measurement within a single interface, supporting both local and national TV investment strategies with an audience-first solution. Fueled by anonymized and aggregated viewership insights from nearly 40 million households, the platform drives improved audience-based, multiscreen campaign performance across the largest source of TV viewing in the US.

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“We launched the AND Platform last year as a platform solution that would transform how both local and national advertisers could better target, buy, measure, and optimize their multiscreen TV campaigns in a unified and more effective manner,” said Kalyan Lanka, Ampersand Vice President, Product. “Experian matches our commitment to transformation, and this partnership will act as a force multiplier in accelerating the multiscreen TV industry’s adoption of an audience-first approach, emphasizing scale of inventory, insights and superior measurement.”

“Television advertising has become very fragmented; advertisers are relying on separate ad-buying strategies for digital, linear, addressable and connected TV, resulting in ineffective campaigns and messages that do not reach the intended audience,” said Geneveive Juillard, President of Experian Marketing Services. “Our collaboration with Ampersand aims to transform TV ad buys and converge them under one roof, offering baseline audiences that can be used across screens. It opens the door for a more streamlined buying and measurement process, and more importantly, advertisers can deliver messages that resonate with their audience.”

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