New Collaboration Leads to Better Targeting for MULO Brands
Experian and Media.net (one of the world’s largest Supply-Side Platforms (SSPs)) are collaborating to amp up real-time contextual search intent and rich audience data. They believe this collaboration will help solve the problems of growing signal loss and audience fragmentation and enable advertisers to improve their targeting and results.
The move goes beyond basic contextual keyword targeting by layering search intent data from Media.net with Experian’s demographic, behavioral, and lifestyle segments.
Media.net has 15+ years of experience running search intent-driven ad platforms. Rather than using keyword-based solutions, the company uses real-time search insights and combines them with full-funnel advertiser performance data. This will lead to a better understanding of audience intent and deliver more precise and effective targeting.
For example, one (undisclosed) MULO (multi-location) travel brand applied this technique to reduce costs and improve campaign effectiveness. They used Experian’s syndicated third-party audiences across curated private marketplace deals (PMPs) to enhance media performance.
After testing 10 different segments against contextual alternatives and focusing on the top four performers, the campaign reduced cost per booking by more than 80 percent. Results dropped from $128 in February to $26 in March, then leveled out at $37 in April. These gains came from reducing the number of intermediaries in the buying process and using curated PMPs to access higher-quality inventory, showing how thoughtful audience targeting and smarter curation can drive stronger results in performance-heavy categories like travel.
Experian’s syndicated audiences provide access to over 2,400 pre-built audiences across 15 verticals, including demographics, lifestyle, auto, and financial sectors. In addition to these pre-built segments, advertisers will be able to create custom audiences tailored to their specific campaign objectives, further differentiating this collaboration from standard audience integrations available in the market.
The collaboration responds directly to consumer preferences. A January 2025 study by Sapio Research found that 69% of consumers are more likely to engage with ads relevant to the content they’re viewing, with 44% trying new brands after seeing contextually relevant advertising.
For more about the technologies and collaborations improving advertising effectiveness and targeting, please join us at Street Fight LIVE 2025 on September 30th at Microsoft’s headquarters. Our first speakers have been announced, and opportunities are still open for speakers and sponsors.
