Global information services company, Experian has partnered with leading news publications The Independent and The Evening Standard to use a new industry-leading solution that will future-proof digital advertising revenues and increase audience addressability at scale.

The new partnership will see the publisher use Experian Match, a first-to-market privacy-centric solution, which removes the need for registration data or third-party cookies to power targeted digital advertising.

By using first-party cookies or proprietary identifiers, Experian Match delivers meaningful insights about the likely characteristics of online audiences, regardless of which web browser they use, and without the need for publishers to continually share information about their website visitors with advertisers. Users can opt out of sharing their information at any time.

“By partnering with Experian Match, The Independent and Evening Standard feel confident in our ability to help safeguard our advertiser revenue and offer our clients a scalable, privacy-centric way to reach their target audiences across our properties, using our own first-party data and without relying on third-party cookies” said Chief Data & Marketing Officer at The Independent and Evening Standard, Jo Holdaway.