Paramount Vantage, Paramount’s ad-product unit, and Experian have formed a new partnership to supply consumers with highly targeted, data-driven advertising as well as personalized video content.
Paramount Vantage will gain audience analytics through Experian’s Partner Innovation Initiative. This will offer Paramount Vantage with data that will allow it to contact consumers when they are most likely to engage with its products and messaging.
“Through our collaboration with Experian, we’re enhancing our Vantage offering with unique, fast-moving data signals that enable us to improve performance for our advertisers while ensuring that our content continues to resonate with our audience’s needs,” said Travis Scoles, executive vice president, advanced advertising at Paramount, in a statement.
“We’re excited to bring this solution to market and continue pushing the envelope in delivering personalized, data-driven advertising that will set new industry standards,” the executive said.
Experian’s chief business officer, Chris Feo, stated, “It is increasingly important for brands to deliver targeted marketing that cuts through the noise, reaching the right audience when and where they consume media.”
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He continued: “We are excited to innovate with Paramount to provide consumers with the most relevant advertising, helping them meet their insurance needs.”
As a result of its relationship with Experian, Paramount Vantage will be able to include these new signals, improving targeting precision and driving better results for advertisers.
This means Paramount Vantage can reach out to prospective new customers with material that is relevant to them in the least disruptive way.
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