All posts by Aimee Irwin, VP of Strategy

If you buy media today, you’re already feeling the shift: the best results don’t always come from broad, open auctions or static “safe site” lists; they’re coming from deals that combine the right data with the right inventory and let algorithms optimize in real time. That’s curation. And when it’s done right, it reduces data and media waste for buyers and raises eCPMs (effective cost per thousand impressions) and win rates for publishers.  As part of our Cannes Content Studio series, leaders from Butler/Till, Index Exchange, OpenX, PubMatic, and Yieldmo discuss how curation cuts waste and lifts results. What is real curation? Real curation isn’t “packaging inventory.” It’s a strategic framework built on three pillars:  1. Unique data Privacy-compliant and accurate. 2. Strong supply connections Access to quality inventory from publishers at scale. 3. Optimization tools To measure, refine, and improve performance throughout the campaign lifecycle. Why it matters: Manual approaches hit a ceiling. They can’t react quickly to shifting content, identity signals, or auction dynamics. That’s where technology partners come in, keeping the optimization loop running continuously. Intelligence at every touchpoint Curation isn’t about shifting control between platforms. It’s about better brand decisions, connecting opportunity-rich supply to the brand’s preferred buying platform and enriching each buy with audience data. In practice, supply-side platforms (SSPs) are ingesting richer signals to route inventory more effectively and support frequency caps and deal prioritization, in collaboration with demand-side platforms (DSPs). "I think we’re seeing a shift toward bringing more DSP capabilities into the SSP, like supply-side targeting and data driven curation. Advancements in areas like CTV are enabling targeting based on content signals, and SSPs are pulling in more data to inform which supply is sent to the DSP, helping with things like frequency caps."Matt Sattel Why page-level targeting beats static lists Static domain lists were a useful first step for quality control. The intent was sound, but the approach was too cumbersome for today’s signal-rich buying. Today, AI and contextual engines read the page, not just the site, and adapt in real time. Page-level logic delivers three key benefits:  Accuracy by targeting high-intent, page-level content.  Relevance by matching the creative to both the content and the audience context. Speed by enabling campaigns to move away from underperforming pages in real time, without waiting for a manual trafficking change.  "AI-driven contextual engines evaluate the page, not just the domain, to curate inventory in real time. That moves curation from static allowlists to adaptive logic for greater accuracy, relevance, and speed."Sophia Su Partnerships broaden who influences the buy Curation works when publishers, agencies, data partners, and platforms share signals and KPIs.  Horizontal curation (across multiple SSPs) assembles broader, higher-quality reach and resilience, ideal for scale and diversity of supply.  Vertical curation (an SSP’s in-house product) provides deep controls within a single exchange, useful for specific inventory strategies.  Creative and data now shape supply and demand: better creative decisioning, tested against richer signals, improves outcomes.  DSPs remain central for activation and pacing. But the sell-side’s growing intelligence means more accurate inventory routing and signal application before a bid ever fires.  "Curation will continue to evolve through deeper data partnerships and expanded use across publishers and agencies, with more sophisticated types of optimization. DSPs will remain critical to activation, even as sell-side decisioning plays a larger role in identifying and shaping the supply to select."Mike McNeeley Curation delivers access and measurable performance Here’s what curated deals are delivering. For buyers ResultType of result36-81%savings on data segments10-70%lower cost per click (CPCs)1.5-3xhigher click-through rates (CTRs)10-30%higher video completion rates For publishers ResultType of result20%bid density118%win rate10%revenue on discovered inventory25%eCRM on incremental impressions Why it works: When data, supply, and optimization are integrated, you reduce waste, surface better impressions, and let algorithms compound your advantage. That’s why curated private marketplaces (PMPs) have grown at ~19% compound annual growth rate (CAGR) since 2019.  "Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. Smarter packaging and signal application tighten auctions and strengthen outcomes."Howard Luks Holistic curation streamlines planning and outcomes Curation adds the data layer earlier in the buying process, starting at the supply-side. This creates more opportunities to reach the right audience and improves scale and performance. By replacing multiple line items with a single curated deal, campaign setup becomes faster and less error-prone. Curated deals also simplify measurement by including the necessary context for accurate attribution, while dynamic adjustments ensure campaigns remain optimized without requiring manual updates. "Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. Smarter packaging and signal application tighten auctions and strengthen outcomes."Gina Whelehan It’s much more streamlined, bringing more pieces together so we’re thoughtful and holistic. Adding the audience and data element creates more scale and strategy in how we curate supply and data, and ultimately better results for clients. The bottom line Curation has matured from buzzword to performance system. DSPs still anchor activation and pacing, but better sell-side pipes now pre-route inventory and apply signals before any bid starts, making the whole system faster and more accurate. When you combine unique signals, tight supply connections, and always-on optimization, you gain addressability, reduce waste, and achieve better business outcomes for both buyers and sellers.  Curation isn’t just a trend; it’s where programmatic advertising is headed. Start testing curated PMPs today to see the difference for yourself. Explore curated PMPs with Audigent FAQs What is curation in performance marketing? Curation in performance marketing is the process of combining data, inventory, and optimization to deliver better results. Audigent supports curated strategies through privacy-safe data and advanced integrations. How does curation benefit marketers? Curation reduces wasted spend by targeting high-quality impressions and optimizing campaigns in real time. Audigent’s solutions help marketers achieve higher click-through rates, lower costs, and better engagement across channels. What are curated PMPs, and why are they important? Curated PMPs are deals that use curated data and inventory to deliver measurable results. They help buyers save on data costs, improve ad performance, and achieve better video completion rates, while publishers see higher win rates and revenue. How does Audigent support curated strategies? Audigent provides unique data assets, privacy-safe integrations, and optimization tools that help marketers and publishers create curated deals. Our solutions ensure campaigns are more efficient, targeted, and effective from start to finish. What’s the difference between horizontal and vertical curation? Horizontal curation combines inventory across multiple platforms for broader reach and diversity, while vertical curation focuses on deep control within a single platform. Both approaches can be tailored to specific campaign goals with Audigent's expertise. Latest posts

In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us FAQs Why is identity resolution critical for CTV and cross-channel campaigns?  Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web.  What strategies help address the loss of cookies and mobile IDs?  Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade.   How can engagement translate into measurable results?  Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration.  What makes cross-channel targeting more effective?  By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith, VP Product, Data Products  Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts

Audigent, a part of Experian, was named Microsoft Advertising’s Curator of the Year. The honor recognizes Audigent’s leadership for advancing privacy-safe, sell-side curation that packages high-quality audiences with premium supply for measurable campaign performance. Once only a buzzword, curation has become a mainstream strategy for activating advertisers’ first-party data and streamlining programmatic buying. To recognize this shift and the leaders driving it, Microsoft introduced Curate and established the Curator of the Year award to celebrate excellence in this category. Audigent was recognized for: End-to-end curation from audience planning through activation for outcomes-based, closed-loop programs. Breadth of deal and supply types using unique datasets, real-time supply connections and always-on optimization. Data-driven activation with curation across a large publisher footprint that utilizes Experian marketing data, first-party data, and partner audiences. Audigent’s unique, contextual, and predictive audience data solutions are built into all programmatic media buying. The combination of Audigent’s Real-Time Data and Curation Platform and first-party data, along with Experian identity and optimization, turns real engagement into ready-to-activate audiences. These audiences are available within Microsoft Curate and across omnichannel buying. "Audigent is proud to be named Microsoft Advertising’s Curator of the Year. This is a clear validation of the work our team has done to make curation the new standard in data-driven programmatic activation. We will continue to set the standard by expanding curated deals in Microsoft Curate. This will help maximize efficiency across the bidstream.”Chris Meredith, Head of Supply Side Partnerships Together, Experian and Audigent connect identity to inventory, enabling advertisers to reach the right audiences with precision and scale. By harnessing Experian identity and audience solutions and activating Audigent-curated deals in Microsoft Curate, brands can unlock new levels of efficiency and performance across every programmatic channel. This recognition sets the stage for even greater innovation, collaboration, and results in the year ahead. Ready to design your curated library? Let's connect Latest posts

How third-party data has changed and why it matters in 2025 For years, third-party data operated in an expansive, lightly regulated marketplace: fast-moving, high-growth, and filled with players eager to capitalize on digital marketing’s demand for audience insights.   That era is over. Regulatory scrutiny, stricter compliance standards, and rising consumer expectations have already transformed the market. Today, third-party data belongs to partners with proven expertise and built-in compliance. This isn’t a space for opportunistic newcomers; it’s one that rewards long-term commitment and trust.  Even the rapid rise of retail media networks (RMNs) reflects this shift. These platforms are built on long-standing, trusted relationships between brands, retailers, and data partners, utilizing that foundation in new ways to reach audiences responsibly and effectively. The best providers have already made this transition; those still “shifting” are catching up. From growth to governance: A market defined by accountability The third-party data ecosystem has matured. After years of rapid expansion and recalibration, the market has stabilized around a new standard: data quality and regulatory accountability. Third-party data enriches first-party insights with attributes such as income, gender, and interests that round out the customer view. But when the industry grew unchecked, unreliable providers diluted quality and trust. This resulted in a decline in the overall value and reliability of the third-party data marketplace. That breakdown led directly to today’s privacy laws, now active across more than 20 U.S. states and numerous countries worldwide. These regulations reflect a permanent consumer expectation: relevance delivered responsibly. Consumers aren’t rejecting personalization; they’re rejecting how it’s been done in the past. They still want relevant, tailored experiences, but they expect brands to deliver them through ethical, transparent data practices. Does third-party data still matter in a privacy-first era?  Third-party data isn’t disappearing, if anything, it’s become more important. Brands will always need additional insight to deepen customer understanding; first-party data alone only reflects what’s already known. The industry has entered a mature phase where data quality and compliance are table stakes. The companies leading today built their data infrastructure on rigorous standards, regulatory foresight, and transparent governance. That same foundation powers the next wave of innovation, including the explosive growth of RMNs. RMNs rely on responsibly sourced third-party data to enrich shopper insights, validate audiences, and extend addressability beyond their own walls. Trusted data partners make that expansion possible, connecting retail environments with broader media ecosystems while maintaining privacy and accuracy. High-quality, compliant third-party data remains essential because it: Fills knowledge gaps Good third-party marketing data complements first-party insights with demographic, behavioral, and transactional context, providing the missing puzzle pieces to complete the full customer profile.  Improves accuracy Filling in gaps in customer understanding helps you identify, reach, and engage your customers more effectively. This helps improve the delivery of relevant messages and offers to your customers and prospects across channels.  Builds connections Third-party data helps brands build loyalty with consumers by speaking to their interests, and intent behind purchases.  Fuels prospecting Third-party data can help you find your best prospects. By enriching customer files, you can understand who your best customers are, and how to find more of them. By modeling this data, you can determine who your best customers are and source prospects similar to them.  Advancements in AI and machine learning are reshaping how this data is used across the ecosystem. What was once primarily a buy-side tactic is now expanding into the sell-side, where publishers and platforms are using data to curate, package, and activate audiences more intelligently. As AI enhances modeling accuracy and automation, third-party data will play an even greater role in connecting brands and consumers in more meaningful, privacy-conscious ways.  The bottom line: it’s not about having more data; it’s about having better, verified data you can trust. How can you spot a trustworthy data partner?  The strongest third-party data partners demonstrate accountability through experience, infrastructure, and integrity. Swipe right on the perfect data partner Look for providers that: Operate with clear data principles  Trustworthy partners publish and follow codified data principles that guide every step of data handling. Experian adheres to a set of global data principles designed to ensure ethical practices and consumer protection across all our operations. Treat new privacy regulations as routine  For mature providers, evolving privacy laws are routine, not disruptive. At Experian, privacy and compliance have long been built in. Every partner and audience goes through Experian’s rigorous review process to meet federal, state, and local consumer privacy laws. Decades of experience have shaped processes that emphasize risk mitigation, transparency, and accountability. Stay deeply connected  Leading data companies maintain deep relationships with technology partners and industry and regulatory groups to ensure that ethical data practices are put into practice and their customers are aware of platform-specific regulations. Experian's relationships with demand-side platforms (DSPs), supply-side platforms (SSPs), and even social platforms like Meta, ensures we are aware of any platform-specific initiatives that may impact audience targeting. We’re also active participants in many trade groups to ensure that the industry puts ethical data practices in place to ensure consumers still receive personalized experiences but their data usage and collection is opt-in, transparent and handled with their privacy at the center of the transaction. Have a proven track record in the industry  Longevity matters in a regulated and compliance-driven industry. Providers that have thrived through economic cycles and regulatory shifts are the ones equipped for the future. The ability to source high-quality third-party data is core to their business, not an afterthought. Our data is ranked #1 in accuracy by Truthset, giving our clients confidence that every decision they make is backed by the industry’s most reliable insights. Why the future of third-party data depends on accountability  The third-party data industry has already crossed the threshold from expansion to accountability. The companies leading this era have established their credibility through governance and proof. The future belongs to providers that:  Build with regulatory foresight  Maintain rigorous quality assurance  Prioritize partnership over profit The Wild West days are long gone. The third-party data ecosystem is now defined by stability, transparency, and shared responsibility. Partner with Experian for data you can trust and results you can prove  When accuracy and accountability define success, you need a partner built on both. Work with the company that’s setting the standard for responsible data-driven marketing and helping brands connect with people in meaningful, measurable ways.  Get started FAQs What is third-party data? Third-party data is information collected by organizations that don’t have a direct relationship with the consumer. It supplements first-party data by adding demographic, behavioral, and interest-based insights. Why are privacy regulations reshaping data practices? Privacy regulations are reshaping data practices because consumers expect control over how their information is used. That expectation led directly to today’s privacy laws, now active across more than 20 U.S. states and numerous countries worldwide. These regulations reflect a permanent consumer expectation: relevance delivered responsibly. Consumers aren’t rejecting personalization; they’re rejecting how it’s been done in the past. They still want relevant, tailored experiences, but they expect brands to deliver them through ethical, transparent data practices. Laws like the CCPA and state-level privacy acts enforce this expectation, holding brands and data providers accountable for the ethical use of data. Can brands still use third-party data safely? Yes, brands can still use third-party data safely when sourced responsibly. Partnering with established, compliant providers like Experian ensures both legal protection and data accuracy.  How does Experian ensure compliance with evolving privacy regulations? Experian adheres to a set of global data principles designed to ensure ethical practices and consumer protection across all our operations. At Experian, privacy and compliance have long been built in. Every partner and audience goes through Experian’s rigorous review process to meet federal, state, and local consumer privacy laws. Decades of experience have shaped processes that emphasize risk mitigation, transparency, and accountability. Experian's relationships with demand-side platforms (DSPs), supply-side platforms (SSPs), and even social platforms like Meta, ensures we are aware of any platform-specific initiatives that may impact audience targeting. We’re also active participants in many trade groups to ensure that the industry puts ethical data practices in place to ensure consumers still receive personalized experiences but their data usage and collection is opt-in, transparent and handled with their privacy at the center of the transaction. What should marketers look for in a data partner? Marketers should look for transparency, longevity, and evidence of compliance when looking for a data partner. The best partners can clearly explain how their data is sourced, validated, and maintained. Read Experian's guide on how you can swipe right on the perfect data partner here. Latest posts

What makes data “good” in the age of AI? In AI-driven marketing, data quality now defines success. “Good data” in AI isn’t about volume; it’s about the balance of accuracy, freshness, consent, and interoperability. As algorithms guide decisions, they must learn from data that’s both accurate and ethical. At Experian, we believe good data must meet four conditions: 1. Accurate Verified and anchored in real human identity. 2. Fresh Continuously updated to reflect today’s consumers. 3. Consented Collected and governed transparently. 4. Interoperable Easily integrated across platforms through a secure, signal-agnostic identity spine, enabling seamless data activation. This is the data AI can trust and the data that keeps marketing relevant, predictive, and privacy-first. Listen to InfoSum's Identity Architect's podcast for more on AI, outcomes, and curation Why does data accuracy matter more than ever? AI models are only as intelligent as their inputs. Incomplete or inconsistent data leads to bad predictions and wasted spend. As the industry moves toward agentic advertising, where autonomous systems handle campaign buying and optimization, data accuracy becomes even more critical. If your ad server or audience data is flawed, these new AI agents will simply automate bad decisions faster. Experian applies rigorous quality filters and conflict resolution rules to ensure our data is both deterministic and accurate. Deterministic signals alone don’t guarantee accuracy; they must be verified, deduplicated, and contextualized. Our identity resolution process anchors every attribute to real people, giving brands and platforms the confidence that every insight stems from truth, not noise. Our data is ranked #1 in accuracy by Truthset, giving our clients confidence that every decision they make is backed by the industry’s most reliable insights. See how Experian's Digital Graph improved attribution accuracy for a demand-side platform (DSP) with 84% of IDs resolved Just because it is deterministic, doesn’t mean it’s highly accurate. You still need to refine and validate your data to make sure it tells a consistent story. You need to anchor your data around real people. Calculate the real impact of data accuracy Why does AI need fresh data? Outdated data can’t predict tomorrow’s behavior. AI thrives on recency. At Experian, our audiences are refreshed continuously to mirror real-world signals, from purchase intent to media habits, so every campaign reflects what’s happening now, not six months ago. And we don’t just advocate for fresh data, we rely on it ourselves. Our own AI-powered models, used across our audience and identity platforms, are continuously retrained on the most current, consented signals. This allows us to see firsthand how freshness drives better accuracy, faster optimization cycles, and more relevant outcomes. But freshness alone isn’t enough. With predictive insights, our models go beyond describing the past. They forecast behaviors, fill gaps with inferred attributes, and recommend next-best audiences, helping you anticipate opportunity before it happens. Fresh and predictive data means you’re reaching people in the moment that matters and shaping what comes next. With AI, that’s what defines performance. Explore Experian's most popular audiences, ready to activate now How do consent and governance build trust in AI? Responsible AI starts with responsible data. With 20 U.S. states now enforcing privacy laws, data compliance isn’t optional, it’s operational. At Experian, privacy and compliance are built in. Every data signal, attribute, audience, and partner goes through our rigorous review process to meet federal, state, and local consumer privacy laws. With decades of experience in highly regulated industries, we’ve built processes that emphasize risk mitigation, transparency, and accountability. Governance isn’t just about regulation, it’s also about innovation done right. We drive transparent and responsible innovation through safe, modular experimentation, from generative applications to agentic workflows. By balancing bold ideas with ethical guardrails and staying ahead of evolving legislation, we ensure our innovations protect consumers, brands, and the broader ecosystem while moving the industry forward responsibly. Compliance and governance aren’t just boxes to check; they’re the foundation that gives AI its license to operate. How does interoperability enable AI’s full potential? AI delivers its best insights when data connects seamlessly across fragmented environments. Our signal-agnostic identity spine allows data to move securely between platforms (connected TV, retail media networks, and demand-side platforms) without losing context or compliance. Interoperability isn’t just about moving data between systems; it’s about connecting insights across them. When signals connect across environments, AI gains a more complete view of the customer journey revealing true behavior patterns, intent signals, and cross-channel impact that would otherwise remain hidden. This unified perspective allows AI to connect insights in real time, improving predictions, performance, and personalization while protecting privacy. Where do AI and human oversight meet? AI can make marketing more predictive, but people make it meaningful. At Experian, our technology brings identity, insight, and generative intelligence together so brands, agencies, and platforms can reach the right people with relevance, respect, and simplicity. Our AI-powered models surface connections, recommend audiences, and uncover insights that would take humans months to find. But our experts shape the process, crafting the right inputs, ensuring data quality, reviewing model outputs, and refining recommendations based on industry knowledge and client goals. It’s this partnership between advanced AI and experienced people that turns predictions into actionable, trustworthy solutions. What “good data” looks like in action “Good data” becomes most powerful when it’s put to work. At Experian, our marketing data and identity solutions help brands and their partners connect accurate, consented, and interoperable data across the ecosystem, turning insight into measurable outcomes. Learn more about Experian's data solutions Learn more about Experian's identity solutions When Windstar Cruises and their agency partner MMGY set out to connect digital media spend to real-world bookings, they turned to Experian’s marketing data and identity solutions to close the attribution loop. By deploying pixels across digital placements and using Experian’s identity graph to connect ad exposure data with reservation records, we created a closed-loop attribution system that revealed the full traveler journey, from impression to confirmed booking. The results were clear: 6,500+ bookings directly tied to digital campaigns, representing more than $20 million in revenue, with a 13:1 ROAS and $236 average cost per booking. Attributed audiences booked $500 higher on average, and MMGY’s Terminal audience segments powered by Experian data achieved a 28:1 ROAS. This collaboration shows that responsible, high-quality data and AI-driven insights don’t just tell a better story; they deliver measurable business performance. Download the full case study How to choose the partner built for responsible AI Why the future of AI depends on “good” data The next phase of AI-driven marketing won’t be defined by who has the most data, but by who has the best. Leaders will: Operate with clear data principles grounded in transparency and truth Build consent and compliance into every workflow Keep data accurate, current, and interoperable Pair automation with human oversight   AI success starts with good data. And good data starts with Experian, where accuracy, privacy, and purpose come together to make marketing more human, not less. Partner with Experian for AI you can trust FAQs What defines “good data” according to Experian? At Experian, we define "good data" as the balance of accuracy, consent, freshness, and interoperability. We apply rigorous governance, validation, and cleansing across every signal to ensure that AI systems learn from real-time behaviors, not assumptions. This approach turns data into a foundation for reliable, ethical, and high-performing intelligence. How does Experian ensure AI-ready data accuracy? Experian ensures AI-ready data accuracy through advanced cleansing, conflict resolution, and human anchoring. Experian ensures AI models rely on verified, high-quality inputs. Experian's data is ranked #1 in accuracy by Truthset. Can Experian help brands stay compliant with privacy laws? Yes, Experian can help brands stay compliant with privacy laws. Experian’s privacy-first governance framework integrates ongoing audits, legal oversight, and consent management to ensure compliance with all federal, state, and global privacy laws. Compliance isn’t an afterthought; it’s embedded in every step of our data lifecycle. How does Experian make AI more human? Experian makes AI more human by pairing innovation with human oversight to ensure AI helps marketers understand people, not just profiles. At Experian, we believe the future of marketing is intelligent, respectful, and human-centered. AI has long been part of how we help brands connect identity, behavior, and context to deliver personalization that balances privacy with performance. Our AI-powered solutions combine predictive insight, real-time intelligence, and responsible automation to make every interaction more relevant and ethical. Where can marketers access Experian’s high-quality data? Marketers can activate Experian's high-quality data directly in Experian’s Audience Engine, or on-the-shelf of our platform partners where Experian Audiences are ready to activate. Built on trusted identity data and enhanced with partner insights, it’s where accuracy meets accessibility, helping brands power campaigns with confidence across every channel. Latest posts

Artificial intelligence (AI) is becoming a bigger part of modern advertising, changing how brands connect with people. At Experian, we believe this technology should make marketing more human, not less. We use AI to help marketers understand consumer behavior, respect privacy, and deliver messages that matter. As part of our latest Cannes Content Studio series, we spoke with leaders from AdRoll, MiQ, OpenX, Optable, PMG, PubMatic, and Yieldmo. Their insights show a clear path forward; one where technology supports human strategy to create more meaningful connections.  1. How does AI help you see audiences more clearly? AI decodes complex behavioral signals to reveal the values and mindsets behind decisions, and increasingly, it predicts what audiences will care about next. This allows marketers to deliver timely, relevant messages that resonate with audiences. At Experian, we help brands use these insights to connect more meaningfully and ethically. Takeaway: Experian’s tools help brands uncover audience insights, enabling more meaningful and ethical connections. 2. Where does AI actually save time, and improve results? Running campaigns is time-consuming. Solutions like Agentic AI now orchestrate end-to-end campaign workflows, audience building, trafficking, QA, pacing, and routine optimizations, so teams focus on strategy and creativity. Many leaders (94%) are investing broadly in AI to drive efficiency and impact, and 49% of marketers use it daily for image and video generation, shifting repetitive tasks from people to tools. By quickly combining past and current performance data, AI can pre-optimize before launch and refine mid-flight, while marketers steer the message and experience. "AI uses past campaign data to optimize performance before launch, continues learning during the campaign, and refines strategies based on the insights it generates, driving better results over time.”Howard Luks Takeaway: Experian’s solutions streamline campaign workflows, allowing marketers to focus on creativity and strategy while improving results. 3. How do AI and human strategy work together in real time? AI handles real-time data analysis and optimization, freeing marketers to focus on strategy, messaging, and creativity. By defining audiences once and activating them across platforms, teams can adapt quickly and confidently. At Experian, we combine machine intelligence with human insight to deliver smarter, more agile campaigns. “AI analyzes data, pulls insights, and automates optimizations, allowing marketers to focus on strategy, messaging, and creativity instead of spending time digging through numbers and data."Lizzie Chapman Takeaway: Experian solutions empower marketers to adapt quickly and confidently, combining human strategy with insights. 4. What does privacy-first look like now? Relying on simple, static data points is no longer enough. A modern approach to identity blends deterministic data (like known identifiers) with modeled components, ensuring data remains de-identified where possible. Clear, transparent guardrails, permitted-use policies, retention limits, sensitive-category blocks, and audit trails, help brands balance personalization with privacy, build trust, and respect user choice. "A new blend of identity systems combines deterministic data, known identifiers, and model driven components, creating fresh ways to address identity and activate campaigns with precision.” Vlad Stesin Takeaway: Experian’s privacy-first identity solutions help brands balance personalization with safety, ensuring trust and compliance. 5. Which new data signals matter, and why? AI is unlocking a new generation of data signals, like content context, sentiment, emotional tone, suitability, attention, and commerce intent, that go beyond legacy identifiers like cookies and demographics. These signals can help brand messages appear in the most relevant environments and by high-value audiences. Used well, they improve relevance, avoid placements near unsuitable or off-brand content, and drive stronger campaign outcomes. "Unlocking new data sets (like emotion, sentiment, and context), AI is creating innovative ways to connect client content with advertising opportunities and rethink how we approach the market.” Sam Bloom Takeaway: Experian’s solutions use advanced data signals to help marketers create more effective and innovative campaigns. Why Experian for human-centered AI? We deliver on the promise of AI-powered marketing through five pillars: See audiences clearly across households, individuals, and devices. Recommend next‑best audiences and automate setup for faster execution. Adapt in real‑time to keep relevance high. Innovate responsibly with strong governance and transparency. Plan, activate, and measure campaigns on one unified platform. The future of intelligent marketing AI will keep accelerating, but the goal stands: make marketing more human. Teams that blend privacy‑first identity, predictive insight, AI‑powered simplicity, and real‑time intelligence will earn trust and drive outcomes. Experian helps you bring those pieces together so every campaign moves from assumptions to clarity, and from activity to measurable results. Talk to Experian about building human-centered AI into your marketing strategy FAQs How does AI help marketers understand audiences better? AI analyzes complex signals, behaviors, values, and mindsets to provide a clearer picture of what matters to audiences. That clarity makes messaging feel personal and relevant. Learn more about Experian’s Digital Graph and how it can help marketers understand audiences better.  Where is AI improving campaign efficiency today?   Automation reduces manual setup and reporting, so teams focus on strategy and creative. Nearly half of marketers (49%) use AI daily for image and video generation, reflecting this shift.  What does “smarter activation across platforms” mean? Smarter activation across platforms means defining audiences once, then carrying them across channels with live feedback, so relevance and suitability stay high. See how Experian enables smarter activation with our data and identity solutions.  How is AI changing identity?  Privacy‑first identity blends deterministic and modeled components, keeping data de‑identified where possible. Experian’s solutions balance personalization with safety. Learn about Experian’s identity solutions is changing identity.  Why is structured data important for AI‑driven marketing?   AI systems rely heavily on brand‑managed sources. 86% of citations come from websites, listings, and reviews, so clean, accurate, structured data makes your answers and your brand more discoverable. Discover how Experian supports structured data for AI-driven marketing.  Latest posts

In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with George Castrissiades, General Manager of Connected TV at AdRoll. Premium reach and fragmentation As viewer attention fragments across platforms, how should marketers redefine “premium reach” in CTV to prioritize engagement and audience quality over scale alone? A few years ago, ad supported streaming over-indexed on younger adults, those without much financial history and much more budget conscious. It would have been fair for B2B brands to assume that maybe they weren’t going to find their C-Suite audiences on those channels, and so connected TV(CTV) was positioned as a top of funnel tactic aimed at retail. But that’s all changed - ad-free prices are going up, and ad supported tiers are the norm across the majority of channels. 66% of adults have at least one ad supported streaming channel, and adults today spend nearly as much time streaming movies and TV as they spend on their mobile phones. Now that ad viewing audiences on CTV really span the full spectrum of demo, techno, and firmographic segments, savvy marketers should partner with platforms that offer breadth and depth of targeting and measurement to find the highest value audiences wherever they’re watching CTV and serve them highly relevant ads that draw their attention towards the screen. I know I’m jumping out of my seat whenever I see an AdTech or MarTech ad. Identity and relevance What does a strong identity framework unlock for delivering household- and person-level relevance across screens, and how does it reshape audience planning? In privacy-safe ecosystems, people want to share less data and log in to websites and browsers less frequently. If you can’t resolve a household ID to a CTV device through Safari and other sources of obfuscated identity, you’re going to end up losing a lot of signal along the way. On top of that, targeting smaller, higher-value audiences means this attrition can have a profound impact on your ability to build meaningful reach and use audience forecasts to predict scale. A strong identity framework is the key to maintaining as much of your planned audience as possible and staying true to initial forecasts. AI and outcome planning How is AI evolving CTV from tactical bidding to strategic outcome planning, and what mechanisms are in place to validate true performance lift? Tomorrow isn’t guaranteed, especially not in advertising. Audiences change where and when they consume media, and so shifting budget to a placement that did well yesterday is like buying a stock when it’s outperforming - the gains might be gone by then! Predictive AI is bridging the gap to find the highest value and most engaged audiences in real time, versus being purely reactive. This helps drive outcomes which we see in the form of pipeline influence, ROAS, and site traffic lift - without exponentially increasing costs. The same is true for account-based marketing(ABM) outcomes - there’s a blend of signals, account “fit” and intent data that needs to be evaluated in a deeper, more intelligent way. AI is helping to find those highest value accounts, even before they’re in market, which means smart marketers aren’t showing up late to the party. Measurement and incrementality What privacy-safe, closed-loop measurement frameworks should become standard to prove incremental visits and sales from CTV campaigns? Working with a dedicated multichannel, full-funnel ad and marketing platform like AdRoll can easily let you know when a user arrives at your site and makes a purchase, but understanding how that customer arrived there and which tactics deserve the credit requires a deeper, more sophisticated workflow. Our partnership with Experian allows all devices in a household to ladder back up to a household ID, so we can ensure accuracy without pivoting on anything personally identifiable. This works perfectly in CTV, an environment that follows an app workflow of user resettable device IDs rather than IP address or email but always connects seamlessly to web tokens including cookies. Accuracy, scale, and privacy are maintained in a proven way - you see this tech underpinning the infrastructure of streaming across all the biggest players, so marketers can rest easy. Creative and commerce How can creative sequencing and shoppable TV experiences convert living-room attention into commerce without compromising user experience or feeling intrusive? I like to say that CTV trades attention for action. Users lean back and focus on the messaging and visuals of the big screen rather than scrambling for the mouse or tapping to close some intrusive pop-up. This focus means that the messaging is absorbed more quickly, but creatives can wear out their welcome just as fast. Sequential messaging really helps to move the messaging along without subjecting the viewer to longer ads where attention wanes, but also increases brand recall and specific product information because the story evolves with each impression. This is a great tactic to use when you want a viewer to take a specific action later - but shoppable ads can help motivate a user to act now, and new formats can really simplify things. Shoppable can feel out of range for most - the top players in this space own major e-comm storefronts and then tie them back into their own demand-side platforms (DSPs), content, and streaming devices. For the rest of us, dipping our toes in slowly through simple and cheap solutions like QR codes can connect audiences right to a web experience from their TVs, or intermediate solutions like interactive video ads. Users love to play around with fun on-screen experiences, and there’s a whole spectrum of crawl/walk/run options available. Trust and governance Which shared guardrails—brand safety, fraud control, and frequency management- are essential to unlocking sustainable, scaled investment in CTV? I’ve always thought of CTV inventory analogously to high-end watches - if you buy from the source or a well-known, reputable dealer, you’re probably buying the real thing. But that fancy timepiece the guy was selling outside the bar, that you swore looked real? Probably not. Untrusted resellers and too-good-to-be-true pricing might mean you’re running ads on a screen at a lonely gas station at 3 am to an audience of no one, and that's not even the worst case scenario. Good relationships and deep pockets can solve brand safety and fraud issues, but not every advertiser is going to have those resources. Brand safety and fraud prevention can reduce workload and help distinguish the good stuff from the growing pool of gray area, arguably, CTV inventory that isn’t what was promised to a customer. Outsourcing this trust also goes a long way, with buyers knowing you’re not grading your own homework. Frequency management is equally as important. Once you have your audience and your good supply, it’s important not to abuse a single household just because they meet your targeting criteria. Reach is your best friend with CTV. Data and audience strategy How do Experian’s syndicated audiences provide a consistent, scalable foundation for planning, activation, and measurement across CTV and digital, and what outcomes are clients seeing? We love to talk about how Experian’s data is such an integral part of so much of streaming’s architecture, and the fact that it’s built on deterministic datasets means you’re getting scaled audiences built on knowledge rather than best guesses. That means a lot when working across multiple channels, privacy-safe environments, and households with an ever-growing number of connected devices. Our customers are always delighted at how precise targeting can be, especially in the B2B/B2C space - and knowing the size of those audiences helps them to understand how budget transforms into reach in a more predictable way. It’s confidence-inspiring to point to a new audience and tell your client that these are their future customers. The best part is showing them the outcomes reporting - we consistently see a massive spike in site traffic and engagement on days when a new Experian syndicated audience is launched! Contact us FAQs Why is identity resolution important in CTV? Identity resolution ensures marketers can connect devices and maintain audience accuracy. Experian's identity solutions help reduce data loss and improve audience forecasts, making campaigns more effective. How can marketers find the right audiences on CTV? With viewer attention spread across platforms, marketers need tools that offer both broad and detailed targeting. Experian's syndicated audiences provide reliable, scalable data to help identify and reach high-value audiences across channels. How can creative strategies improve CTV campaigns? Techniques like sequential messaging and shoppable ads keep viewers engaged and encourage action. Simple tools like QR codes or interactive video ads can connect audiences to web experiences directly from their TVs. How do DSPs benefit from strong identity frameworks in CTV? Strong identity frameworks help DSPs maintain accurate targeting and audience reach, even in privacy-focused environments. By connecting devices to household IDs, solutions like Experian’s Digital Graph ensure DSPs can deliver relevant ads and measure performance effectively across channels. About our expert George Castrissiades, General Manager of Connected TV, AdRoll George leads the CTV go-to-market strategy at NextRoll, driving rapid growth and adoption of the channel for both B2B and B2C customers. With a track record of building and scaling CTV solutions, he is focused on developing a strategic playbook that accelerates success in the evolving digital advertising landscape. Before joining NextRoll, George spearheaded CTV product innovation at iSpot.tv and held leadership roles in product and operations at YouTube, VICE Media, Crackle, Roku, and Innovid. His expertise spans product development, monetization, and market expansion. About AdRoll AdRoll is a connected advertising platform built for growth-minded marketers. With powerful AI, flexible campaign tools, and seamless integrations, AdRoll helps mid-sized businesses turn complexity into clarity and clicks into customers. The AdRoll platform delivers full-funnel performance through multi-channel advertising, audience insights, and cross-channel attribution, supporting marketers across industries including ecommerce, technology, financial services, education, and more. For B2B teams, AdRoll ABM extends these capabilities with account-based precision, multi-touch campaigns, and real-time buyer intelligence. Backed by nearly 20 years of data and award-winning support, AdRoll enables marketing teams to advertise smarter, move faster, and achieve more, all from one place. Latest posts

Every marketer has seen it: a customer browses reviews on a laptop, adds items to a cart on mobile, then “disappears.” In reality, they just likely switched devices or logged in with a different email. Identity resolution connects these scattered signals into a single profile so you never lose sight of the customer journey. Identity resolution is what helps you keep track of customers who bounce around. Connecting scattered signals into a single customer profile can help you deliver seamless experiences, meet strengthening privacy standards, turn first-party data into measurable results, and fuel better customer analytics. See our identity resolution solution in action Learn about it here What is identity resolution? Identity resolution is the process of pulling together the different identifiers a customer uses and connecting them to a single profile. Without it, you’re left with an incomplete picture of the customer — like a cart tied to one email, an app login tied to another device, or a loyalty swipe that never links back to the same person. Common identifiers include: Cookies: Short-lived browser data Emails: Plain-text and hashed Device IDs: Mobile advertising IDs (MAIDs) or app-based identifiers Loyalty IDs: Program numbers that tie online and offline activity Hashed PII: Personally identifiable information (PII) encrypted for privacy Ultimately, identity resolution can help you recognize the same customer wherever they engage. Why does identity resolution matter now? Marketers face incomplete views, data silos, privacy regulations, and shrinking visibility: Rising consumer expectations: People want seamless, personalized journeys across touchpoints. Privacy-first environment: Consumer privacy legislation (like the GDPR, CCPA, GLBA, FCRA, and new state laws) makes compliance non-negotiable. Signal loss: The decline of cookies, MAIDs, and walled gardens are pushing brands toward first-party data. Experian utilizes AI and machine learning to fill these gaps, predict behaviors, and connect signals across devices — providing marketers with a clear, privacy-safe view of their customers, even when traditional identifiers are missing. In this environment, identity resolution matters because it gives marketers a way to deliver seamless, personalized customer experiences and engage audiences effectively while respecting their privacy. It’s the basis for turning consented first-party data into measurable marketing outcomes without sacrificing trust. Talk to an expert Why is identity resolution critical in a privacy-first world? Even as cookies linger, marketers have already shifted their strategies to rely on first-party data, where choice and transparency are the baseline expectation. At Experian, our long history as a regulated data steward makes us a uniquely capable and trusted partner for managing modern compliance expectations. Our identity resolution solutions maximize the value of permission-based data while meeting consumer demand for privacy, personalization, and control. Struggling with scattered customer data? Experian makes identity resolution seamless Learn more How does identity resolution help brands? Identity resolution turns fragmented signals into unified profiles that drive personalization, efficiency, and compliance. Here’s how it creates measurable business impact. Creates a unified customer view One of the biggest advantages of identity resolution is the ability to integrate data from loyalty programs, point-of-sale (POS) systems, customer relationship management (CRM) platforms, web analytics, and offline sources into a single, comprehensive profile. Experian strengthens identity resolution with AI-driven clustering models that resolve household and individual identities across billions of signals with greater accuracy. With a clearer picture of each customer, brands see higher match rates and larger addressable audiences, which translates to more substantial reach and better return on ad spend (ROAS). Enables better personalization Customers constantly switch devices, update their information, and change preferences. Experian makes it easier to keep pace with these changes through frequent data enrichment and near-real-time identity resolution via Activity Feed. Combined with our long-standing use of AI and machine learning, this approach ensures shifting behaviors are captured quickly, enabling timely personalization, and more responsive engagement. With less delay from data to action, the result is faster response times and higher conversion rates. Improves the customer experience Customers notice when brands deliver relevant ads and contextual content across every channel. Consistency matters! But consistency doesn’t just happen on its own; it comes from identity resolution, which keeps the customer journey connected. As brands maintain continuity, they build trust, strengthen engagement, and increase customer lifetime value. Drives better marketing ROI Not every profile is valuable. Identity resolution helps marketers identify the highest-value audiences and reduce wasted spend. That efficiency leads to lower CPA and a higher overall ROI across campaigns. The power of modeling from a stronger foundation When you have a unified customer view, your models are built on better data. That means you can find more people who look like your best customers, build more responsive audience segments, and target with greater accuracy. This foundation can lead to better spending, more relevant campaigns, and a higher ROI. Maintains privacy compliance With GLBA/FCRA-grade standards and consumer choice mechanisms like opt-outs and data correction, you can protect your brand while maintaining personalization — without compromising legal or ethical safeguards. What are some identity resolution use cases and examples? Every industry faces its own unique identity challenges, but identity resolution is the common thread that turns scattered data into connected experiences. Let’s break down how companies in different verticals are putting it to work (and the kinds of results they’re seeing). Retail and e-commerce Shoppers bounce between websites, carts, and checkout lines, leaving behind scattered signals in the process. In retail, identity resolution bridges the gap between online and in-store experiences by matching online carts with loyalty swipes or connecting connected TV (CTV) exposure to in-store sales. This means fewer silos, better targeting, and more personalized offers wherever people shop. Our 2025 Digital trends and predictions report calls out that omnichannel experiences aren’t optional anymore. With CTV and social dominating spend, brands need identity resolution to cut through silos and build a complete view of customer behavior. Read the full report Financial services In financial services, identity resolution makes it possible to deliver personalized, compliant offers like refinancing options for likely mortgage switchers or the right rewards card for frequent spenders. Our partnership with FMCG Direct to create Consumer Financial Insights® and Financial Personalities® segments helps banks, insurers, and lenders understand behaviors — such as credit card use, deposit balances, and investment habits — without exposing sensitive details. Read more below about how our financial audiences enable privacy-safe personalization. Explore privacy-safe financial audiences Travel and hospitality Travel decisions aren’t always planned out in advance. Many bookings happen spur-of-the-moment, which is why real-time identity resolution is so powerful; it keeps the journey seamless when travelers jump from phone to laptop to tablet and presents relevant offers right as decisions are being made. Windstar Cruises put this information into action with Experian’s identity graph to connect digital interactions with actual bookings, which drove 6,500+ reservations and $20 million in revenue. Get the $20 million Windstar Cruises playbook here Media and TV Viewers tend to hop around between linear TV, streaming apps, and social feeds. And without identity resolution, every screen looks like a different person. Marketers can accurately plan, activate, and measure campaigns by unifying viewing behaviors into one ID with Experian’s AI-powered identity graph. Optimum Media tackled its multiscreen challenge by partnering with Experian for identity solutions. Layering our audience insights and our AI-driven Digital Graph onto their subscriber data, they were able to connect the dots across channels, reach the right households, and measure results instead of just impressions. In the end, they finally got a clear view of what works across every screen. Learn how Optimum Media mastered multiscreen measurement Curious how identity resolution can power your customer analytics? We can walk you through it. Chat with an expert Healthcare and pharma Healthcare marketers can’t afford slip-ups with HIPAA regulations. Identity resolution makes it possible to engage the right patients and providers with de-identified audiences rather than third-party cookies. At Experian, AI and machine learning have always been part of how we power identity resolution. In healthcare, that means using AI-enhanced modeling to connect de-identified clinical and claims data with lifestyle insights. The result is a more comprehensive picture of the patient journey that helps close care gaps, reduce wasted spending, and improve outcomes. By working with partners like Komodo, PurpleLab, and Health Union, we make it possible to activate campaigns at scale that boost engagement and adherence while keeping patient privacy front and center: Komodo Health enriches our identity graph with insights from millions of de-identified patient journeys plus lifestyle data, giving brands a fuller view of where care gaps exist and how to close them. PurpleLab connects real-world clinical and claims data to Experian’s platform, letting advertisers activate HIPAA-compliant audiences across CTV, mobile, and social with the ability to measure real outcomes like prescription lift and provider engagement. Health Union contributes a data set built from 50 million+ patient IDs and 44 billion+ patient-reported data points. Combined with our identity and modeling capabilities, this expands match rates and unlocks up to 76% net-new reach, so campaigns reach patients and caregivers in critical health moments. As a result, healthcare brands can launch campaigns that are privacy-first, highly targeted, and proven to drive meaningful impact. Audio People use audio while commuting, working out, and even folding laundry. It can be one of the hardest channels to track because of how frequently listeners switch between apps, stations, and devices. Experian’s identity resolution partnerships with Audacy and DAX change the game: Audacy helps tie scattered listening into a single view, so advertisers can follow audiences across devices and keep ads relevant in the moment. DAX pairs Experian’s 2,400+ syndicated audiences with its audio network, enabling brands to target precisely and launch impactful campaigns at scale. These partnerships turn audio into an accurate channel where ads feel personal, privacy-safe, and measurable. Gaming Gamers don’t stick to one platform. Player data gets scattered across mobile, console, and PC, so it’s tough to keep track of individuals. Experian helps stitch those signals together so publishers can finally see the whole picture, personalize gameplay, and keep players coming back. With enriched profiles, publishers can deliver offers that resonate and unlock fresh revenue by packaging high-value gaming audiences for advertisers outside the industry. Unity, a leading gaming platform, is tapping into Experian’s syndicated audiences to gain player insights and help advertisers reach gamers across mobile, web, and CTV. For global publishers, unifying player data with Experian has driven higher engagement and stronger ad ROI. Discover how to unlock revenue with unified player data How should I evaluate identity resolution providers? When choosing an identity resolution partner, look for: Data scale and quality: The value of identity resolution depends on how complete and accurate the underlying data is. The right provider should bring together a wide range of identifiers from online and offline sources, maintaining high accuracy so your customer profiles are broad and reliable. Match accuracy and recency: The best partners also refresh their data regularly and can blend deterministic (exact, one-to-one matches) with probabilistic (pattern-based matches) methods. That way, you get the accuracy of “this email is definitely that customer” with the reach of “this device likely belongs to the same person.” Privacy and compliance readiness: Compliance can’t be an afterthought. Your identity partner should be ready for GLBA, FCRA, GDPR, CCPA, and the latest state-level rules with built-in tools for opt-outs, corrections, and deletions. Integration flexibility: A good provider fits into your world, not the other way around. Look for pre-built integrations with your customer data platform (CDP), demand-side platform (DSP), or marketing tech (MarTech) stack so you can get up and running without the heavy IT lift. Data analytics capabilities: You need proof that identity resolution drives ROI. Look for closed-loop measurement that ties unified IDs directly to campaign performance, so you can see what’s working and optimize with confidence. How Experian enables enterprise-grade identity resolution Experian delivers identity resolution at the scale, accuracy, and compliance required by the world’s largest enterprises. Our solutions are: Built on trust: Backed by 40+ years as a regulated data steward and rated #1 in data accuracy by Truthset, so you can act with confidence. Powered by our proprietary AI-enhanced identity graph: Combining breadth, accuracy, and recency across four billion identifiers, continuously refined by machine learning for maximum accuracy. Seamlessly connected: Pre-built data integration with leading CDPs, DSPs, and MarTech platforms for faster time to value. Always up to date: Frequent enrichment and near-real-time identity resolution through Activity Feed for timely personalization and more responsive customer engagement. Privacy-first by design: Compliance with GLBA, FCRA, and emerging state regulations baked in at every step, supported by rigorous partner vetting. The bottom line Identity resolution turns fragmented signals into connected, measurable, and compliant experiences. From retail to gaming, brands using it see stronger personalization, engagement, and ROI. With Experian, you get the data, trust, and responsible AI innovation to make identity resolution work across every channel. Our approach uses AI to connect identities, predict behaviors, and deliver personalization that balances privacy with performance. If you’re ready to turn fragmented data into growth, now’s the time to start. The world’s leading brands trust us to power identity resolution at scale. See how we can do the same for you. Identity resolution FAQs What’s the difference between deterministic and probabilistic matching? Deterministic uses exact identifiers (like an email) for accuracy, while probabilistic uses signals and algorithms to expand reach. Best-in-class providers usually combine both. How does identity resolution improve ROI? Identity resolution helps with personalization by unifying scattered signals into one profile. It reduces wasted spend and increases match rates, which means bigger addressable audiences and higher ROAS. Can identity resolution work without third-party cookies? Yes. With first-party data and hashed PII, brands can still maintain addressability and personalization. What industries benefit most from identity resolution? Retail, finance, travel, media, gaming, and audio all use identity resolution to personalize, attribute sales, and improve efficiency. How is Experian different from a CDP? A customer data platform unifies the data you already own. Meanwhile, we add depth, scale, and higher match rates by layering in our identity graph and data enrichment. Is Experian identity resolution privacy-compliant? Yes. Experian is GLBA/FCRA compliant, GDPR/CCPA ready, and supports consumer opt-outs and corrections to ensure responsible personalization. Latest posts

In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Allison Dewey (Director, Data & Curation) at 33Across. Navigating complexity in digital advertising Digital advertising is more fragmented and privacy-constrained than ever. How is 33Across helping marketers cut through that complexity to drive real outcomes, and what makes your approach distinct?  Reaching audiences without compromising scale or performance is one of the toughest challenges for marketers. Users consume content across multiple devices and channels, making it difficult for marketers to identify and accurately target them with the right message. 33Across segments leverage AI-powered contextual and behavioral signals across privacy-safe environments to help marketers accurately identify audiences, whether they’re streaming content on their connected TV or researching products on their mobile device. What sets us apart is that we don’t just identify valuable audiences; we help marketers also target cookieless inventory and power it with real-time signals. Marketplace integration milestones What excites you most about bringing 33Across audiences into Experian’s data marketplace? We’re excited to bring 33Across audiences into Experian’s data marketplace because it connects our unique segments with a powerful data ecosystem that marketers already trust. Buyers looking to activate audiences that are both privacy-safe and performant continue to tap into the Experian data marketplace for high-quality, high-performing data. We offer a wide range of audience verticals, including B2B, demographic, retail purchase data, interest and intent, and political data. In addition, we offer the ability to create custom segments across verticals.  Our intent-based audiences, built from contextual and engagement signals, help buyers reach consumers on CTV, desktop, or mobile devices with scale.  Being part of Experian’s data marketplace accelerates access to these audiences, drives better ROI, and helps brands future-proof their strategies today. Retail demand signals Retail brands are racing toward privacy-safe, first-party data. Which 33Across retail datasets or segments are experiencing the highest demand, and what makes them a must-have?  Retail marketers are leaning into contextual and behavioral intent signals to complement their first-party data strategies. At 33Across, we’re seeing high demand for segments tied to shopping intent, including in-market consumers browsing for categories like fashion, home goods, electronics, and health & wellness. What makes these segments essential is their real-time nature - they can capture consumer interest as it happens. For retail brands looking to expand their reach while respecting privacy, our segments offer scalable, actionable intent that drives results. B2B without cookies Reaching real B2B decision-makers at scale is tough with or without signals. How does 33Across deliver both precision and reach in this environment?  B2B marketing often struggles with balancing scale and specificity. 33Across addresses this by combining contextual precision with AI-modeled behavioral signals; this segment approach reaches professionals actively engaging with relevant content and topics, even in environments where IDs are unavailable. Marketers gain access to more signals and, in turn, better reach from 33Across’ unique publisher integrations and audience curation built from machine learning and AI. We surface intent through content consumption patterns and contextual engagement, unlocking valuable, privacy-safe signals at scale. Allowing B2B marketers to reach real decision-makers in a signal-sparse world.  Use cases With retail, B2B, and beyond, can you share an example of how brands in these verticals are utilizing your audiences? Top brands that have a user-focused approach use 33Across audiences to drive scale; performance. These brands enable our segments to precisely reach the right users across devices and increase conversion rates; brand awareness. By reaching the right users, brands have higher conversion rates and increase campaign efficiency. Supply path innovation As identifiers disappear, advertisers are looking for scalable, privacy-safe ways to reach real people. How is 33Across helping unlock more addressable inventory and drive performance? By combining contextual, semantic, and engagement-based signals, we deliver intent-based targeting that performs across CTV, display and video. Higher addressability helps marketers not only extend their reach but also deliver personalized messaging across digital channels in a privacy-compliant way.  Contact us FAQs How can advertisers reach audiences without traditional identifiers?  By using contextual and engagement-based signals, advertisers can target consumers across CTV, mobile, and desktop in a privacy compliant way, even as identifiers become less available.  What audience segments are most in demand for retail marketers?  Segments tied to shopping intent, such as consumers browsing fashion, electronics, or health products, are highly sought after because they capture real time interest and drive results.  How can B2B marketers find decision-makers without cookies?  Combining content engagement patterns with machine learning allows marketers to reach professionals actively engaging with relevant topics, even in environments where IDs are unavailable.  What makes privacy safe audience targeting effective?  Privacy safe targeting uses real time contextual and behavioral signals to deliver relevant messaging across devices and channels without compromising consumer trust.  How can real-time intent signals drive demand?  Real time intent signals allow advertisers to capture consumer interest as it happens, helping demand side platforms and brands deliver timely, relevant ads that increase engagement and drive conversions across devices like CTV, mobile, and desktop.  About our expert Allison Dewey, Director of Data and Curation, 33Across Allison Dewey is the Director of Data & Curation at 33Across, where she oversees data partnerships, integrations, and supply-side curation. With a deep expertise in audience targeting and signal optimization, Allison plays a key role in connecting data into the programmatic world. Allison holds a Bachelor's degree in Psychology from Bates College. About 33Across Rooted in over 15 years of data expertise, 33Across harnesses signals to enrich and expand marketers’ audiences and reach them wherever they consume content. Built from over 300 billion proprietary data signals, we apply machine learning and AI to create over 1,500 B2C and B2B segments using privacy-first principles to reach audiences.   Latest posts