Reach and addressability to link companies to people without cookies may appear simple, but for many businesses without multiple targeting alternatives, convincing consumers to click on an ad can be difficult.

Infillion’s research demonstrates growing fear that the advertising industry has reached a “zero-click” era. Some argue for the expanding use of generative artificial intelligence (generative AI).

According to the study, consumers are three times more likely to go directly to the brand’s website in an other browser window or use a search engine to look for the brand than to click on an ad.

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Marketers agree that there is no one solution for targeting advertisements without cookies, therefore companies form partnerships to fill the gaps.

To achieve one of those aims, Infillion, a global media-buying platform that combines true[x] and MediaMath services, collaborated with Experian, which provides an identity graph that enables businesses to understand and connect households to users and devices. And when integrations work smoothly, everything becomes lot easier.

Experian’s SVP of Sales and Partnerships, Chris Feo, stated that the integration is without issues. “This is like an assembly line,” he explained. “It is totally automated. There is no human interaction from us. It’s all about how quickly our customer can integrate the solution into their system.

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Feo stated that the company has the potential to create procedures on top of the data rather than simply ingest it.

Experian chose to collaborate with Infillion because of the extensive data sets that the company can access as both a buy-side and sell-side platform. The company is more than just a technology or service provider, and Feo believes its talents make for an intriguing mix.

Infillion’s solutions appear to work nicely with Experian’s underlying identity graph, which includes data like addresses and devices. It does not include generative artificial intelligence (GAI) or AI for privacy reasons, but Consumer View, a predictive audience and attribute tool, does. This type of product comprises the household’s annual revenue as well as a list of hobbies or the intention to purchase a vehicle or upgrade golf clubs.

Feo anticipates that these products will enhance their use of GAI for ad targeting. “You’re always going to need an underlying seed dataset,” he said, adding that GAI will develop predictive look-alike algorithms over the next two to four years because “the industry is just beginning.”

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Infillion started as a location-based advertising company. Gimbal bought true[x] from Disney in 2020, and MediaMath in the previous year, allowing it to add a demand side platform (DMP).

According to Ben Smith, vice president of product for Infillion’s data products group, brands require a variety of technologies to maintain the same reach and targeting capabilities that cookies provided.

The three technologies comprise:

Cohort-based solutions, such as Google Privacy Sandbox and contextual targeting, lack a distinct identity.

Another type of approach is household-level identity.

Universal IDs are the third component of this stack.

“If you’re not integrating all three types of ID, you will not be able to get the same reach and addressability,” Smith stated.

Infillion offers a GAI technology called Brain that advertisers use to optimize campaigns.

MediaMath’s patented AI performance model automatically directs resources to the most effective strategies and channels.

The company also has SDK connectors with streaming publishers, allowing it to collect survey data, as well as an integration with mobile publishers for location data. The data is obtained using an opt-in value exchange rather than cookies. Predictive audiences are created based on this data.