33Across, the technology company powering supply-side data activation, has announced the availability of Equifax’s IXI Network™ financial-based targeting segments within its proprietary Glossary platform. For the first time, marketers can directly activate IXI Network audiences across CTV, app, and display inventory via 33Across’s curated private marketplaces (PMPs)—bringing financial-based targeting closer to the supply side with greater precision, control, and performance.

The IXI Network, long trusted by top financial institutions and marketers, links offline consumer asset intelligence with online programmatic media. By making these segments available in Glossary, 33Across enables network members to bridge the gap between audience segmentation and real-time execution across the open internet.

How It Works

Through Glossary, IXI Network segments are:

• Curated in PMPs – Bundling Equifax’s direct-measured, anonymized U.S. consumer asset data with premium, brand-safe inventory.

• Filtered at the Supply Level – Applying data before inventory reaches DSPs, eliminating non-performant supply.

• Activated Across Channels – Extending offline wealth insights into CTV, display, and in-app environments at scale.

• Optimized in Real Time – Using Glossary’s AI-driven supply-path intelligence to maximize KPIs like CTR, VCR, and viewability.

“Glossary was built to help brands improve programmatic performance and execute against their quality standards,” said Paul Bell, President of 33Across. “The Equifax IXI Network data is the gold standard for directly measured, anonymous consumer assets, and we’re excited for Network members to expand its application across the supply side.”

Melinda McBride, SVP of Partnerships and GM of Data-Driven Marketing at Equifax, added:

“Our IXI wealth segments represent 45% of the nation’s assets. Customers have long used them to inform critical business decisions, and now they can activate those insights programmatically with greater efficiency and scale.”

Why It Matters

This move strengthens the case for supply-side intelligence in programmatic advertising. By merging audience quality, content relevance, and inventory performance in one workflow, 33Across is positioning Glossary as a next-generation activation hub for brands looking to modernize their digital targeting strategies.

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