Experian launches digital and offline identity tool

The technology uses machine learning, deterministic and probabilistic techniques to connect identity signals and data, including mobile ad IDs, from internal and external sources.

Marketers can use the tool for analytics, audience segmentation, activation and measurement. It will be available through Experian’s identity resolution platform, Marketing Connect (SM), which is used to connect data sources, build custom segments and measure marketing effectiveness.

Kevin Dean, president and general manager of marketing services, North America, Experian, said: “The ability to connect these data elements, with consideration to data privacy, opens the door for brands and agencies to create and deliver personalised messages that are timely and relevant to their audiences.”