Perion Network's Collaboration with Experian Boosts Ad Targeting

Perion Network Partners with Experian to Enhance Ad Solutions

Perion Network (NASDAQ: PERI), a leading figure in the digital advertising technology sector, is taking a significant step forward with its collaboration with Experian, a renowned global data and analytics company. This strategic partnership aims to enhance Perion's advertising capabilities, focusing on cross-channel and cross-device targeting to elevate engagement across various customer touchpoints.

What the Partnership Entails

The integration of Experian's identity graph into Perion's technology stack is set to enrich the functionality of its AI-powered Audience Segmentation platform, SORT®. By leveraging privacy-safe data signals, this enhancement aims to optimize advertising campaign performance across multiple platforms, including Connected TV (CTV) and online channels. This holistic approach to understanding the customer journey will provide advertisers with valuable insights for their strategies.

CEO's Vision on the Collaboration

Tal Jacobson, CEO of Perion, has voiced his excitement regarding this new partnership. He emphasizes that, "By integrating their robust identity graph with our technology solutions, we’re further empowering the advertisers working with us to optimize their campaigns, creating more personalized and effective marketing strategies for driving higher engagement and conversions." Such enthusiasm highlights the potential impact this collaboration can have on the advertising landscape.

Experian's Contribution

Experian’s digital identifiers are heralded as pivotal in providing privacy-friendly solutions that could increase matching rates and enhance brand addressability. The identity graph integration is designed to give advertisers a persistent understanding of consumers, allowing them to connect households and individuals consistently over time.

A Commitment to Data-Driven Marketing

Ali Mack, Vice President at Experian, stressed the significance of strategic alliances in the realm of digital advertising. Mack noted that Perion's integration of Experian’s identity graph underscores a commitment to offering advertisers precise and actionable insights, ensuring more effective personalized marketing efforts.

This partnership exemplifies a growing trend within the digital advertising industry, demonstrating a movement toward utilizing data and technological advancements to refine targeting and measurement capabilities. As Perion enhances its advertiser-centric platform, this collaboration may significantly influence the company's future offerings in the advertising sector.

Recent Developments and Performance

While this collaboration signals positive changes, Perion has recently reported mixed results for its third quarter. The company faced challenges, with total revenues declining by 45% year-over-year, landing at $102.2 million. Additionally, adjusted EBITDA fell by 83% to $7.4 million compared to the previous year's figures. However, amidst this downturn, Perion witnessed substantial growth in its digital out-of-home advertising (up 63%), retail media (up 62%), and connected TV (up 19%).

Financial Insights

Perion also reported a decrease in net cash to $383.9 million, primarily influenced by a $24 million earnout settlement. During this quarter, the company repurchased 1.6 million shares for a total of $13.5 million. Despite the challenges presented in this quarter’s results, the full-year 2024 guidance remains optimistic, with expectations for advertising revenue recovery in early 2025.

Looking Ahead

Tal Jacobson remains hopeful about Perion's direction, emphasizing the company’s ongoing innovation and its unwavering commitment to achieving profitability, even amidst challenging market conditions. The company is forecasting a resumption in advertising revenue growth in the first quarter of 2025, with an aim for continual improvement throughout the year. This forward-thinking approach reflects Perion’s dedication to navigating current challenges while focusing on high-growth advertising sectors.

Frequently Asked Questions

What is the significance of the partnership between Perion and Experian?

The collaboration enhances Perion's advertising capabilities by integrating Experian's identity graph, improving targeting and analysis across channels.

How will the integration with Experian benefit advertisers?

The partnership will empower advertisers to optimize campaigns using privacy-safe data, leading to higher engagement and conversion rates.

What recent challenges has Perion Network faced?

Perion reported a notable decline in total revenue and adjusted EBITDA in its recent quarterly results, indicating a challenging period.

How does Perion plan to recover from its recent financial setbacks?

The company anticipates a recovery in advertising revenue starting in Q1 2025 and focuses on high-growth advertising areas to navigate challenges.

What innovative strategies is Perion employing in the digital advertising space?

Perion continues to innovate its technology solutions and enhance its platforms, integrating valuable partnerships like the one with Experian to drive data-driven marketing.

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