Paramount, Experian to Partner in New Ad Data Initiative [Video]

Paramount‘s ad-product unit, Paramount Vantage, and Experian are partnering in a new initiative to provide highly targeted, data-driven advertising and deliver personalized video content to consumers.

Paramount Vantage will attain audience insights courtesy of Experian’s Partner Innovation Initiative. This will provide Paramount Vantage with data that enables it to reach consumers at a time when they are most likely to connect 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,” he added.

Chris Feo, chief business officer at Experian, said in a statement, “It …