Through the agreement, Experian Marketing Services is one of the first marketing services provider to apply direct marketing capabilities to an online environment through its Audience IQ(SM) product. Powered by the Turn Platform, Audience IQ enables advertisers to potentially access offline direct marketing data from almost every U.S. household, which will provide an expansive addressable audience that can be accessed across the digital advertising landscape.
“By incorporating Turn’s leading-edge technology, Experian Marketing Services can now apply our expertise in direct marketing to the online world, creating targeted audiences for advertisers to plan, measure and manage digital advertising campaigns,” said Matt Seeley, group president, Experian Marketing Services North America. “No other platform in the industry has the same offline direct marketing capabilities for online, that Experian Marketing Services offers.”
“Turn is thrilled to be strategically partnering with a marketing leader like Experian Marketing Services,” said Bill Demas, President and CEO of Turn. “By utilizing Turn’s real-time data and media management capabilities to power the Audience IQ product, Experian Marketing Services is providing brands and agencies with a fundamentally new and incredibly powerful tool for integrating offline and online advertising campaign strategy and execution.”
Experian Marketing Services is a single-service provider for advertisers and agencies to create all their addressable advertising needs. As such, the Audience IQ platform combined with the Turn Platform is already the preferred media trading desk for Experian Interactive, a top five online advertiser in the U.S.