Serasa Experian expands operations in the advertising market » Portal Insights

A Serasa Consumerstartup from Serasa Experianin partnership with Adobe recently increased its insertion in the digital advertising market through DMP (Data Management Platform) and now offers new audiences based on interest groups and behavior.

The data is grouped in no specific order and without user registration information, offering security to people in the system without compromising the performance of the new tool, which seeks better targeting in ads.

The objective of the new segmentation tool is to improve the performance and conversion rates of companies' digital marketing campaigns without increasing costs and expenses proportionally, further optimizing conversion.

This is only possible with a better understanding and definition of the user profile that the platform offers, through the compilation of data from the more than 30 million accesses per month that the platform offers. Serasa Consumer it has.

O Serasa Consumer is a financial platform where it is possible to check credit, negotiate debts with better interest rates and identify the best credit options.

Second Pedro Dias Lopesdirector of the startup:

“We interact with more than 30 million people and, as a result, we better understand each person’s consumption habits and moment in their financial journey. From this, it was possible to think of new ways to help companies communicate better with the correct audience, through profile, interest and behavior segmentation.”

This segmentation will allow the market to make more strategic decisions within companies, reducing waste and eliminating harmful insertions of products and services in unnecessary segments.

Through this, it will be possible to refine marketing funnels, achieving increasingly higher conversion rates.

O DMP partially existed within the Facebook Ads through an extension that could be added to the platform. In June 2018 it was deactivated.

Today, with the DMPit is possible to resume more assertive segmentations using the Serasa.

It is now up to digital marketing professionals to start using the new features to test their real effectiveness in paid advertising.

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