The world needs another third-party data marketplace – no, seriously.
Well, at least according to Experian, that is.
This week, Experian launched its own marketplace for third-party data vendors at the Consumer and Electronics Show in Las Vegas.
But the idea first began to germinate last June with the release of Experian Third-Party Onboarding, a data onboarding service, said Kim Gilberti, GM of Experian Marketing Services.
Marketers and ad tech have been largely down on third-party data in light of signal loss and increased privacy regulation, which have triggered more investment in first-party data products. But Experian’s launch of a third-party data onboarding solution last year turned out to be a prescient move, after Oracle – one of the two main onboarding players alongside LiveRamp) – abruptly exited the market in September.
Once Experian had onboarded data vendors and matched them to Experian’s own identity graph, Gilberti said the company decided to “make that a full-fledged marketplace where audiences from other data partners will be accessible.”
To start, Experian’s new data marketplace will include Attain, Circana, Dun & Bradstreet and Alliant.
