Experian Digital Graph Attribution Accuracy Case Study

This case study outlines how Experian's Digital Graph enhanced attribution accuracy for a demand-side platform (DSP) by resolving 84% of IDs. The DSP faced challenges in demonstrating which advertising channels effectively drove conversions across connected TV (CTV), display, and digital platforms. The lack of strong identity resolution hindered their ability to link ad views to actual conversions, which was critical for proving return on investment (ROI). To address this, the DSP utilized Experian's Digital Graph to synchronize their cookies with various digital IDs, including mobile ad IDs and CTV IDs. This integration allowed for improved impression tracking and increased digital ID match rates. The results showed a 9% increase in match rates, enabling the DSP to provide clients with clearer insights into which ads and channels delivered the highest return on ad spend (ROAS). The case study illustrates the effectiveness of leveraging advanced data solutions for improved marketing attribution.