Collaboration will bring data-driven CTV to the automotive industry to deliver campaigns to targeted audiences across screens with unmatched efficiency.

Cadent, the largest independent platform for advanced TV advertising, and Experian, the world’s leading global information services company, have expanded their data collaboration to include Experian’s automotive insights, creating a solution to identify, activate, and measure automotive audiences within CTV and addressable cross-screen media.

This collaboration combines the power of Cadent Aperture Viewer Graph’s proprietary IP-to-Household mapping technology with Experian’s world-class automotive data to improve business outcomes across screens for automotive marketers driven through the Aperture platform.

“Cadent and Experian are thrilled to advance the spirit of innovation in automotive advertising for marketers,” said Tony Yi, EVP, Business Development and GM, Platform Sales at Cadent. “Reducing fragmentation is a crucial industry-wide goal, and this joint effort combines the Aperture Platform and Experian’s automotive data, addressing the need for holistic audience targeting and measurement. We strive to integrate our products with data and measurement partners that drive and quantify outstanding business results. We look forward to leveraging this collaboration to bring cross-screen campaigns to automotive advertisers.”

Marketing Technology News: Introducing Vistar Verify: Inventory Quality Standards for Digital Out-of-Home

Aperture Platform offers an unparalleled depth of campaign coverage and performance in one platform, allowing advertisers to activate within premium CTV inventory. Aperture Viewer Graph connects audience intelligence to screens with access to over 100M+ Home Addresses, 400M+ Connected Device IDs, and 300M+ Home Device IPs, in addition to the Data and Measurement Marketplaces, leveraging a wide variety of auto-related audiences.

With coverage on 126 million US households through Experian Consumer View, including insights on consumer demographics and purchasing behaviors, as well as automotive-related assets, Experian empowers marketers to reach vehicle owners more effectively, in-market consumers, as well as those who have recently paid off their vehicle loan or are nearing the end of their lease.

“TV is experiencing a transformational shift. Today, marketers have access to data and technology that allow them to reach their target audiences in more precise ways. With Cadent, Experian auto data enables advertisers to reach highly actionable automotive audiences across screens,” said Chris Feo, SVP of Sales and Partnerships for Marketing Services at Experian.

“We are thrilled to work with Cadent to drive auto audience activation helping marketers drive strategies and generate valuable insights on campaign outcomes,” said Michael Kraut, VP of Automotive OEM Sales at Experian.

Marketing Technology News: MarTech Interview with Humberto Farias, CEO at FanHero