The 2026 consumer is reconsidering how they want to engage with businesses. Research from Nielsen anticipates that in 2026, people will spend more intentionally, think more critically, and expect more from the brands they invite into their lives. They want clear value, marketing experiences that make decisions easier, and personalization that respects their privacy and improves the moment they’re in. This change has big implications for marketers. Winning in 2026 will require understanding the motivations, concerns, and trust drivers behind consumer behavior. This means embracing a privacy-first identity foundation, deep audience intelligence, high-quality and ethically sourced data, omnichannel activation, and measurement that closes the loop across channels. Below, we break down consumer shifts shaping 2026 and how you can translate them into practical strategies for 2026. How will consumer behavior change in 2026, and how should marketers respond? Consumers are going into 2026 feeling deeply cautious. According to 2026 consumer outlook data, 32.8% of global shoppers say they’re financially worse off than last year, and 73% of those consumers cite rising cost-of-living pressures as the reason. Ultimately, people are spending, but they’re directing most of their dollars toward core categories like food, health, and household care. That mix of caution and restraint is shaping what they want from brands: clear value, relevant personalization, and simple, low-effort experiences that make choices feel easier and worthwhile. Want more details on how consumer caution shaped the peak buying season in 2025? Explore our 2025 Holiday spending trends and insights report for insights that can set the foundation for your 2026 strategy. Download the report Here are the consumer trends we expect to shape decision-making most in 2026 and how Experian can help you adapt. Economic stability will outweigh values Consumers are prioritizing the realities of their household budgets going into 2026. Global consumer research shows that environmental concerns fell from the #4 global worry to #9 in 2025, while financial pressures and geopolitical issues moved to the top of the list. People still care about brand values, but economic stability is becoming a stronger driver behind how they decide what to buy, where to shop, and which brands they trust. Consumers want brands to be responsible, fair, and transparent, but they also expect brand values to align with their financial reality. InsightData pointConsumers who feel financially worse off than last year32.8%Of those, consumers citing cost-of-living pressures73%Environmental concerns falling in priority (2024 to 2025)#4 to #9 in top global worries Source: Consumer Outlook: Guide to 2026 For your marketing, this means shifting from broad value messaging to audience-specific offers tailored to each group’s financial situation, understanding: Who feels financially stretched Who still has spending flexibility Who is shifting habits subtly (frequency, basket size, channel choice) How marketers should respond to this trend Experian helps brands read financial signals with accuracy. Using generational segments, income bands, lifestyle indicators, and geo-indexed audiences, you can distinguish between: Value-seeking shoppers who prioritize stretch, savings, and reliability Higher-income households motivated by sustainability, wellness, or premium experiences Multigenerational families with diverse influencers and decision drivers Urban vs. suburban households with different price sensitivities and convenience factors Paired with Experian’s privacy-first identity graph, your brand can activate audiences aligned with consumer insights across commerce media networks (CMNs), connected TV (CTV), social platforms, and programmatic channels using curated private marketplaces (PMPs). This ensures your messaging reflects the financial realities of consumers in 2026. Experian’s predictive insight capabilities also help forecast shifts in financial mindset, enabling you to anticipate change instead of reacting to it. As financial caution shapes everyday choices, the next question becomes how to remove friction and deliver value in ways that feel simple, relevant, and worth the spend. Consumers will prioritize value, simplicity, and relevance With everyday expenses still weighing on households, people will likely simplify their shopping habits in 2026. They want brands to make decisions easier, save them time, and offer clear value without extra effort. Instead of wading through endless choices or chasing promotions, shoppers are responding to experiences that feel straightforward and trustworthy, with: Transparent pricing Clear benefits Recommendations aligned to budget and needs Frictionless decision paths For your brand, it’ll be essential to deliver carefully crafted and targeted messages at the right moment, rather than overwhelming consumers with excessive messaging. Experian helps you pinpoint what value looks like for different audiences and tailor relevant experiences. How marketers should respond to this trend To meet consumers’ demand for value and simplicity, you’ll need to understand what “easy” and “worth it” mean to each audience before you activate a campaign. Experian enables this by identifying the moments, motivations, and household realities that shape how people simplify decisions. Using Experian’s lifestyle indicators, category affinities, geo-indexed spend patterns, and financial mindset segments, you can quickly pinpoint: Which audiences want streamlined choices (e.g., fewer SKUs, clearer value cues) Which shoppers expect premium quality without complexity Which households prioritize speed and convenience over price Which consumers prefer digital-first journeys vs. in-store simplicity Then, through Experian’s privacy-first identity graph, you can reliably reach these audiences across CMNs, CTV, social, and digital environments with: Product recommendations that reduce decision fatigue Promotions tuned to value drivers Creative that matches each audience’s expectations for ease Consistent messaging that aligns across all channels Experian’s AI-powered simplicity helps reduce manual effort in this process, enabling your team to uncover opportunities, streamline workflows, and focus more time on strategy and outcomes. And as Experian continues to explore agentic workflows, you’ll be able to move from manual audience setup to intelligent audience discovery — enabling strategies you may not have considered before. Once you’ve simplified the experience, consumers will expect the next layer of relevance: helpful, respectful personalization grounded in the data they choose to share. People want personalization on their terms According to Qualtrics’ 2026 Consumer Experience Trends Report, consumers still want personalization going into 2026, but they expect it to happen on their terms: InsightData pointPrefer personalized experiences64%Say benefits outweigh privacy trade-offs39%Feel uncomfortable with many data-driven personalization tactics32% Source: 2026 Consumer Experience Trends Report First-party data is now the foundation of meaningful, privacy-first engagement. Consumers are far more willing to share information when the value exchange is obvious and when they feel in control of how that data is used. They expect brands to: Use only necessary data Explain how personalization improves the experience Offer easy preference controls Demonstrate transparent, privacy-first data practices As your brand lives up to these expectations, trust grows, and consumers become more willing to share the first-party data you need for impactful, privacy-centric personalization in 2026. Experian helps you meet these needs with Audience Engine, a self-service activation tool that enables you to quickly and accurately view and activate your first-party data and partner segments across 200+ platforms without high operational overhead. And when you need deeper insight, it also connects 3,500+ syndicated audiences and 20+ trusted third-party providers, so you can enrich your first-party data with privacy-safe insights. This includes Experian’s most recent 2025 Syndicated Audiences release, which adds 400+ updated segments — including 62 Auto Loyalists — giving you a more granular, privacy-safe view of shifting values, lifestyle preferences, and intent signals for 2026. These segments break out characteristics by generation, income, gender, and urbanicity, so your brand can analyze where demand is rising and how behaviors differ across audience groups. For example: An automaker can target Auto Loyalists: Acura with model-specific offers A luxury brand can activate Auto Loyalists: Alfa Romeo and adjust messaging by income band, age, urbanicity, or lifestyle Used together, first-party data and enriched syndicated audiences allow you to personalize responsibly, target more effectively, and respond to 2026 consumer expectations while respecting their privacy wishes. How marketers should respond to this trend The future of personalization in 2026 is first-party and zero-party data, supported by a trustworthy identity framework. Experian enables this through: Identity resolution connected to 95% of U.S. households Privacy-first activation across digital, CTV, and CMNs Data modernization that maintains accuracy and compliance Responsible automation that delivers high-performance, human-centered personalization consumers want in 2026 Mosaic® USA, our household-level consumer classification system that provides a privacy-safe view of lifestyles and preferences so you can apply personalization intelligently across channels Audience Engine, which lets you activate and enrich your first-party data for richer, permission-based insights Marketing Attributes, which gives you access to thousands of demographic, behavioral, lifestyle, financial, and interest characteristics As soon as your brand earns permission to personalize, the next expectation is to apply that personalization across channels. Omnichannel behavior and real-time micro-moments will define how people shop Consumers don’t differentiate between channels anymore. They want a seamless, cohesive shopping journey. Consumer buying trends indicate that people are shopping more frequently but purchasing fewer items per trip. This suggests more small, mission-driven decisions, often triggered by digital or mobile discovery. As shoppers move fluidly between mobile, in-store, CTV, and social platforms, they rely on time-saving cues, simple comparisons, and contextual recommendations instead of complex decision-making processes. CMNs now influence choices across the digital shelf, in-store screens, and publisher networks, blurring the lines between media and commerce. Speed also matters; anything longer than next-day delivery reduces the likelihood of a purchase. These behaviors create more micro-moments: quick, intent-driven decisions shaped by life stage, financial mindset, household composition, real-time signals, and micro-behaviors like quick trips, small-basket missions, and mobile search checks. Meeting consumers in these moments requires contextual relevance, not broad targeting. How marketers should respond to this trend Experian helps you act on omnichannel and micro-moment behavior by unifying identity and audiences across: CMNs CTV Social platforms Programmatic partners Retail media publishers In-store digital environments Meanwhile, our audience assets give you the contextual accuracy these moments demand with: Geo-indexed spenders to understand financial posture and neighborhood patterns Generational household segments to reflect digital comfort and shopping rhythms Lifestyle and interest indicators aligned to real-life needs In-market and behavioral signals to reach consumers at the moment intent appears With privacy-first identity resolution anchoring it all, your brand can deliver consistent sequencing, informed personalization, and accurate measurement across channels. This is essential when omnichannel is the expectation and micro-moments decide who wins the sale. As these real-time behaviors shift, generational differences will further shape how consumers navigate channels, interpret value, and decide which brands earn their loyalty. What’s new with Experian Marketing Data? Explore hundreds of new and updated segments now available — auto, income, lifestyle, spend, TV, and more. Syndicated Audiences Marketing Attributes How are generational shifts shaping 2026 consumer behavior? Generational dynamics are also likely to play a significant role in how people discover, evaluate, and buy in 2026. While every age group is prioritizing value, simplicity, and trust, they express these priorities differently. Experian’s Syndicated Audiences updated for November 2025 include 61 new demographic segments — broken out by generation, income band, gender, and urbanicity — to help you reach each group with accuracy. These segments are informed by decades of responsible automation and predictive modeling, giving you a clearer view of how each group behaves, even as signals shift. For example, a retail brand can use the Gen X Dual-Income Households segment to reach value-driven, digitally engaged shoppers, while another brand might activate Millennial Urban Professionals to tailor offers based on lifestyle, income, or urbanicity. Here’s how key generations will shape buying and the Experian segments that can help you act on these customer insights. Gen Z expects transparency, authenticity, and digital ease Values: Transparency, authenticity, responsible data use Digital behavior: Always-on, mobile-first, social and creator-influenced Decision drivers: Trust, clarity, seamless digital experiences Relevant Experian segments: Gen Z Urban Households, Gen Z Renters Millennials seek value alignment, financial flexibility, and reliability Values: Fair pricing, quality, reliability Digital behavior: Efficiency-focused omnichannel shoppers Decision drivers: Time savings, cost relief, trust Relevant Experian segments: Millennial Urban Professionals, Millennial Parents Gen X is increasingly digital, highly value-conscious, and loyal Values: Reliability, clarity, long-term value Digital behavior: Digitally engaged but friction-averse Decision drivers: Practicality, stability, predictable service Relevant Experian segments: Gen X Dual-Income Households As these generational differences shape how people discover, evaluate, and buy, one theme unites every age group: trust now determines whether a brand earns attention, data, and loyalty. With today’s consumers scrutinizing how their information is used, that trust might just be what helps you succeed in 2026. Why is trust the new currency in data-driven marketing? In 2026, trust will differentiate the brands that flourish. Consumers want: Clear data practices Transparent value exchanges Confidence that brands are honoring their preferences And as signals decline, first-party data strategies supported by privacy-first identity resolution and responsible automation have become the reliable, transparent foundation for trust-driven marketing. Experian’s long-standing focus on data accuracy, modernization, and compliance — from quarterly releases and updates to our twice-yearly attribute retirement process — ensures you activate with the most current, ethical, and regulation-aligned data available. These practices strengthen consumer trust and drive more accurate targeting, better match rates, and measurable performance across channels. This focus on accuracy, governance, and transparency also underpins Experian’s approach to ethical AI, ensuring innovations serve people first while giving you confidence in every decision. How can marketers apply 2026 consumer insights today? As trust becomes the deciding factor in whether consumers engage, share data, or stay loyal, marketers need clear ways to operationalize that trust. Fortunately, the insights shaping 2026 translate directly into practical actions your team can take right now. Here’s where you can start: Audit your first-party data strategy and CRM hygiene Invest in scalable, privacy-first identity resolution Tailor messaging to financial attitudes, not just demographics Use Experian’s audience segments to match consumer values, generational traits, and urbanicity Build journey-based activation across mobile, CTV, social, and CMNs Implement measurement and closed-loop analytics so every activation feeds intelligence back into planning Evaluate where predictive insight and responsible automation can reduce manual work and improve outcomes With Experian, you can reach the right people with the right message at the right moment with accuracy they can trust. Teams gain the predictive insight and responsible automation needed to act on these shifts at scale. Looking for more insights into the year ahead? If you’re planning for 2026, consumer behavior is just the starting point. Experian’s 2026 Digital trends and predictions report takes you deeper into the forces reshaping marketing — from AI moving from hype to implementation and the evolution of commerce media beyond retail. Explore Experian’s 2026 Digital trends and predictions report What role does Experian play in helping brands activate data-driven marketing? As you put these 2026 consumer insights into practice, the challenge becomes turning strategy into scaled, privacy-safe execution. Experian’s data, identity, and activation infrastructure can make the difference: Identity as the foundation: Connect first-party data to 95% of U.S. households for a unified, privacy-first view. Privacy-first activation: Engage audiences safely across every channel with compliant targeting. Actionable data depth: Combine demographic, behavioral, contextual, and household-level attributes to enrich insights. Omnichannel reach: Activate at scale across CTV, CMNs, social, programmatic, and in-store environments. Closed-loop measurement: Tie exposure to outcomes across channels, enabling more effective optimization and continuous improvement. These capabilities provide your brand with the clarity, confidence, and control necessary for future success — powered by Experian’s human-centered approach to AI, which combines privacy-first clarity, predictive insight, AI-powered simplicity, real-time intelligence, and transparent innovation to deliver trust, accuracy, and measurable performance in 2026. Build your 2026 strategy with data you can trust Those who win in 2026 will be the ones who turn shifting consumer behavior into actionable intelligence rooted in trusted identity, accurate data, and measurement that proves what works. With economic caution shaping decisions, rising privacy expectations, and omnichannel journeys becoming the norm, brands that invest now in a strong data and identity foundation will be the ones that stay visible, relevant, and resilient. Experian gives you that foundation by unifying identity, high-quality data, activation, and closed-loop measurement through a human-centered approach to AI. With privacy-first clarity, predictive insight, AI-powered simplicity, real-time intelligence, and transparent innovation, Experian helps you understand your audiences deeply, reach them responsibly, and adapt in real time as the market evolves. 2026 is coming fast. Now’s the moment to build a high-performance strategy. Connect with us FAQs What are the biggest consumer trends for 2026? The biggest consumer trends for 2026 revolve around intentional spending, value-conscious choices, low-effort experiences, and personalization that feels transparent and trustworthy. Consumers are cautiously optimistic but still managing tight budgets, prioritizing essentials, and gravitating toward brands that simplify decisions with clear value and relevant experiences that meet them across channels. Personalization remains a differentiator when it’s rooted in responsible data use and clear benefits. How can marketers use 2026 consumer insights to drive next year’s strategies? You can use 2026 consumer insights to identify your highest-opportunity audiences, match your messaging and offers to their financial reality and values, and build journey-based activation across channels instead of working in silos. Experian’s identity graph and audiences help you connect online and offline behavior into a single, actionable view. How does Experian’s identity graph help marketers in 2026? Experian’s identity graph helps marketers in 2026 by providing a privacy-first, unified view of consumers across channels, connecting first-party data to 95% of U.S. households. This allows you to recognize individuals and households accurately, enrich their data with reliable attributes, and activate personalized experiences across digital, CTV, and CMNs with confidence.The result is better targeting, higher match rates, and more consistent, relevant engagement at every touchpoint. All of this is further strengthened by Experian’s human-centered approach to AI, which enhances clarity, accuracy, and real-time relevance. What is "privacy-first" marketing, and why is it important in 2026? Privacy-first marketing uses consumer data responsibly and transparently to improve the customer experience. In 2026, consumers still want personalization but are more selective about how their data is used.With privacy-first marketing, you build trust by explaining why data is collected, giving people control, and personalizing only with consented, high-quality data. Experian supports this through our Responsible Data Practices, which prioritize fairness, accuracy, transparency, security, and inclusion. Latest posts

Identity-led local advertising that works Local advertisers run on tight budgets, short timelines, and constant pressure to prove what works. Every dollar must count. In this Ask the Expert session, Aaron Brown, Chief Scientist at Madhive, joins Ali Mack, VP of AdTech Sales at Experian, to discuss how the Maverick AI platform helps local advertisers make confident decisions, act on clear recommendations, and see outcomes they can stand behind. Why local campaigns demand accuracy, and how to deliver it Local teams juggle multiple channels, changing budgets, and heavy performance expectations. To stay competitive, local teams need quick answers to three critical questions: Which households are most valuable to reach? Which channels work best in their market? Are campaigns on on track, day by day? Delivering that level of accuracy means working from a single, trusted view of households, channels, and performance, powered by clean, connected, and continuously updated data. “When you think about local, these aren’t enormous budgets. These businesses depend on success from day one and are still finding their footing. There’s a wealth of nuanced information we need to hear from advertisers to ensure their campaigns succeed, and a wealth of insights we need to deliver back. It’s a real-time matching problem at scale to make sure everything runs profitably for our customers.”Aaron Brown, Chief Scientist Why Experian data is the foundation of local planning Data is the foundation of effective local advertising, but not all data is created equal. For local advertisers, the real advantage comes from high-quality, actionable data that pinpoints likely customers and reduces wasted spend. Experian Marketing Data provides the identity and insights spine that helps local advertisers: Identify the right households in each market Build consistent, people-based audiences across partners Activate with confidence and measure outcomes on the same foundation Madhive’s data marketplace builds on this identity layer, curating trusted data sets that advertisers can integrate directly into planning and activation. “We’re focused on creating perfect matches between businesses and consumers. The right data is critical, which is why we started the data marketplace. It’s a curated, opinionated take on the best data to drive outcomes for the companies that depend on us.”Aaron Brown, Chief Scientist Madhive's Maverick AI at the core of local advertising Madhive’s Maverick AI is the AI-powered operating system for local media. Built as a foundational layer behind Madhive’s entire workflow, Maverick AI connects the dots across planning, targeting, reporting, and storytelling. Its purpose is simple yet transformative: turn fragmented data and advertiser inputs into actionable insights at scale. What makes Maverick AI different? AI-driven intelligence It doesn’t just automate tasks; it analyzes signals, connects context across markets, and refines strategies as campaigns progress. Data connectivity Maverick AI integrates diverse data sources, including Experian’s trusted identity data, so local advertisers can target households with accuracy and measure outcomes confidently. Interactive transparency Beyond dashboards, Maverick AI works alongside sellers and advertisers, surfacing insights, flagging missing inputs, and turning transparency into clear next steps. Adaptability From structured KPIs to unstructured signals like lists of recent in-store buyers or priority ZIP codes, Maverick AI uses every clue to inform smarter, faster decisions. "Maverick AI exists to connect local advertisers with data like Experian’s. Its ability to collaborate and tell stories back to advertisers is one of its greatest strengths.”Aaron Brown, Chief Scientist How Maverick AI and Experian Marketing Data turn transparency into results Maverick AI turns performance transparency into aligned plans and faster optimizations for local advertisers and agencies. Paired with Experian’s identity data, advertisers get an accurate, household-level view of real people in real locations. That lets them build consistent local audiences, reach those audiences across connected television (CTV), social, and the open web, and confidently tie ad exposure back to outcomes that matter in each market. “Maverick AI is the foundational layer behind all our operations – targeting, reporting, and storytelling. It connects data across organizations and advertisers, including trusted data sources like Experian. AI works tirelessly to pick up context, connect the dots, and deliver great results end-to-end for our customers.”Aaron Brown, Chief Scientist Your next local campaign starts with Madhive and Experian Local advertising performance starts with a trusted identity foundation. With Experian data and Madhive’s Maverick AI platform, local advertisers can define the right households once, activate their campaigns across CTV and digital channels, and measure outcomes with confidence. Many brands are increasing investment in AI-powered planning to cut waste and grow on-target reach. Let’s work together to make your next campaign a success. Let's solve your local advertising challenges today About our experts Aaron Brown Chief Scientist, Madhive Aaron Brown is Chief Scientist at Madhive, where he leads Mad Labs, the company’s advanced innovation division. With a background spanning mathematics, computer science, and law, Aaron specializes in applying complex technical and theoretical breakthroughs to real-world business challenges. Before joining Madhive, he worked at the machine learning startup Intelligent Life. A graduate of Boston University with degrees in Mathematics and Computer Science, he also holds a J.D. from the University of Southern Queensland and lives in New York City. Ali Mack VP of AdTech Sales, Experian Ali Mack leads Experian’s AdTech business, overseeing global revenue across the company’s expansive tech and media portfolio. With over a decade of experience in digital and TV advertising, Ali drives strategic growth by aligning sales, customer success, and solutions teams to deliver impactful outcomes for clients and partners.   She has successfully guided teams through two major acquisitions, integrating sales organizations and product portfolios into unified go-to-market strategies. Under her leadership, Experian has consistently exceeded revenue targets while fostering collaborative, results-driven teams and mentoring emerging leaders. Working closely with finance, product, and marketing, Ali develops strategies that support a diverse ecosystem of publishers, brands, and technology partners, positioning Experian at the forefront of data-driven advertising and identity resolution.  FAQs What makes local advertising so challenging? Local advertisers face tight budgets, short timelines, and high pressure for results. They must reach the right households, tailor messaging, and optimize campaigns across zip codes. Experian’s data solutions and Madhive’s Maverick AI platform help overcome challenges like location targeting and data activation without losing signal. How does Madhive’s Maverick AI platform help advertisers achieve better results? Madhive’s Maverick AI platform centralizes operations, targeting, and reporting while enabling granular local planning at scale. It integrates Experian’s data to target households accurately, optimize campaigns across markets, and deliver measurable results, even for advertisers with limited budgets. How do Experian and Madhive foster collaboration in local advertising? Madhive’s Maverick AI platform provides transparency and clear recommendations, aligning advertisers on goals. Experian’s data solutions further enhance this process by providing a unified view of audience behavior, ensuring campaigns remain cohesive and effective across all channels. Latest posts

Audigent, a part of Experian, Dun & Bradstreet, and Experian are collaborating to help business-to-business (B2B) marketers target more effectively. Now, B2B marketers can reach verified decision-makers, keep the same audience across channels, and activate on connected TV (CTV) and digital via the Experian data marketplace. Together, Dun & Bradstreet’s trusted business data, Audigent’s curation and Deal ID activation, and Experian’s identity resolution drive efficient, measurable results.

Personalization without context misses the moment Marketers have spent years perfecting personalization — but personalization alone often misses the mark. We’ve all seen it. You shop for a weekend getaway, then get served travel ads weeks later when you’re already home. The data was right. The timing wasn’t. Personalization based only on identity and behavior knows who you are but not when or why you’re ready to act. At Experian, we believe AI should make marketing feel more human. That means understanding people in context, recognizing their environment, mindset, and the moment, to create relevance that feels timely, not intrusive. The context gap: Why identity and behavior aren’t enough Identity and behavioral data can reveal the kind of consumer someone is and the kind of products they may want to buy. But they don’t explain what’s happening right now. The missing layer is context: the dynamic, real-time signal that shows why this moment matters. Context bridges the gap between knowing something about a consumer and understanding their intent. In an era of fragmented signals and stricter privacy rules, context is one of the most reliable ways to stay relevant without over-reliance on personal identifiers. It helps marketers adapt to shifting needs while keeping privacy intact. How Experian interprets context in real-time By context, we mean all the subtle, in-the-moment signals, like time of day, location, or what someone’s watching, that shape what people care about in real-time. At Experian, our technology interprets these in real-time: Temporal signals Time-based patterns such as daypart (morning vs. evening), recency (how fresh a signal is), seasonality (holidays, life events), and micro-moments (split-second intent-driven actions). Environmental signals The media or content environment; what type of program, article, or channel someone is engaging with when they see your ad. Situational intent Signals like browsing behavior or purchase patterns that hint at a person’s stage in the buying journey, from early research to final decision. By layering these signals over verified identity and behavioral data, Experian’s AI-powered technology helps marketers predict not just who will act, but when they’re ready to act. Experian’s approach: Turning context into relevance Consumer behavior changes by the minute, and marketers need to adapt just as quickly. Our technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring your campaigns deliver meaningful relevance, not just broader reach. Our process combines: Input Clean, accurate identity and audience data anchored in our privacy-first framework. Enrichment Our models fuse household, device, and publisher context to reveal moment-based intent. Activation We're investing in agentic workflows that help marketers plan and execute performance campaigns at scale, activated via our real-time technology that dynamically adjusts deals and surfaces contextually aligned opportunities. Governance Every signal and recommendation follows Experian’s principles of transparency, consent, and ethical oversight. We call this AI-powered simplicity tools that help marketers work more efficiently, with intelligence that feels intuitive and human-centered. How context changes the game for marketers AI without real-time context can only react based on what it already knows. AI-powered by in-the-moment contextual data points enables marketers to anticipate, not just react. A travel brand can shift creative from “dreaming” to “booking” mode when AI detects signals of active planning. A retailer can align promotions with trending content or regional weather shifts in real time. A CPG brand can trigger different product messages based on the context of recipes or household occasions. Adjustments based on contextual signals compound into meaningful gains — higher engagement, better efficiency, and a consumer experience that feels natural rather than intrusive. Context makes AI more human Context introduces empathy into automation. It’s what keeps AI from overstepping, ensuring the message fits the moment. When marketers respect timing, environment, and intent, ads feel like service, not surveillance. Context transforms relevance into respect. At Experian, our vision is to make every signal serve people, not profiles. Because the more our technology (including our AI tools and capabilities) understands context, the more human marketing becomes. At Experian, responsible intelligence is built in Every contextual model we deploy adheres to our standards for transparent and responsible innovation. We validate inputs, monitor model drift, and ensure no context-based variable introduces bias or privacy risk. This is what responsible automation looks like in practice: intelligent, explainable, and ethical. From who to when: Context is the future of AI-driven marketing Identity tells us who someone is. Context tells us when it matters. The next wave of AI-driven marketing will unite privacy-first identity with contextual intelligence to deliver real-time relevance, responsibly. At Experian, we’re building that future now. Our AI-driven capabilities bring identity, insight, and generative intelligence together so brands, agencies, and platforms can reach the right people, at the right moment, with relevance and respect. Get started now About the author Matthew Griffiths SVP of Technology, Audigent, a part of Experian Matthew Griffiths is a seasoned technology entrepreneur and a driving force in advertising technology, data technology, and AI. As the Co-Founder and former CTO (now SVP of Technology) at Audigent, a part of Experian, he plays a pivotal role in shaping the company’s cutting-edge solutions for data activation, curation, and identity management. With years of executive experience across the U.S., Africa, and the U.K., Matthew has a proven track record of leadership in steering the adoption and use of cutting-edge technologies to drive business outcomes. His expertise spans from collaborating with top global corporations and governments to spearheading award-winning technology projects that deliver life-changing impacts in some of the world's most underserved communities. Matthew’s dynamic approach to solving complex business and technology challenges makes him a visionary leader in the AdTech space, consistently driving innovation and performance through technology. FAQs How does context make AI-driven marketing more effective? Context makes AI-driven marketing more effective because it helps marketers understand people in context, recognizing their environment, mindset, and the moment, to create relevance that feels timely, not intrusive. Context helps marketers understand not just who a person is, but when and why they’re ready to act. Experian’s AI-powered technology layers contextual signals over verified identity data to deliver relevance that feels intuitive, not invasive. This approach connects recognition with understanding, making every campaign more effective and more human. What is the context gap in AI-driven marketing? Identity and behavioral data can reveal the kind of consumer someone is and the kind of products they may want to buy. But they don’t explain what’s happening right now. That’s the context gap—the missing link between knowing something about a consumer and understanding their intent.  Context closes this gap by analyzing environmental, temporal, and situational signals that reveal intent—without using invasive identifiers. Does Experian interpret contextual signals in real-time? Yes, at Experian, our technology interprets contextual signals, including temporal, environmental, and situational, in real-time. By layering these signals over Experian’s verified identity and behavioral data graph, marketers can predict when consumers are most receptive, turning data into real-time opportunity. What does responsible intelligence look like in practice? At Experian, every contextual model we deploy adheres to our standards for transparent and responsible innovation. We validate inputs, monitor model drift, and ensure no context-based variable introduces bias or privacy risk. What does Experian’s foundation in responsible automation look like? - Privacy-first clarity: We unify household, individual, device, demographic, behavioral, publisher first-party signals, and contextual data points to build a reliable view of consumers, even when certain signals are missing. This clarity helps marketers personalize, target, activate, and measure with confidence.- Predictive insight: Our models go beyond describing the past. They forecast behaviors, fill gaps with inferred attributes, create lookalikes, and recommend next-best audiences so clients can anticipate opportunity.- AI-powered simplicity: We’re investing in generative AI and exploring emerging agentic workflows to reimagine how marketers work. Our vision is to move beyond basic audience recommendations toward intelligent audience discovery and automated setup, helping teams uncover opportunities they may not have considered, while spending less time on manual work and more time on strategy and outcomes.- Real-time intelligence: Consumer journeys never stand still. Our AI-powered technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring campaigns deliver meaningful relevance, not just broader reach.- Transparent and responsible innovation: We drive safe, modular experimentation, from generative applications to agentic workflows, always balancing bold ideas with ethical guardrails. We stay at the forefront of evolving legislation and regulation, ensuring our innovations protect consumers, brands, and the broader ecosystem while moving the industry forward responsibly. Latest posts

In the past, first-party onboarding focused on activating a brand’s own customer data, while third-party onboarding allowed advertisers to tap into external audiences. But the rise of commerce media networks (CMNs) — which now influence over 14% of all digital ad spend — has blurred those once-clear lines. CMNs, retail media ecosystems, and brand partnerships are reshaping how data is shared, accessed, and activated. Today, the question isn’t just who owns the data but why it’s being used. Whether to strengthen customer relationships or create new revenue opportunities, intent now shapes how data must be governed, shared, and measured. ​​For brands with strong first-party data, this shift creates opportunities to deliver more personalized, privacy-safe campaigns to their own audiences and to extend that data’s value by enabling partners to reach new segments. In this connected ecosystem, data onboarding enables brands to activate, scale, and monetize their data responsibly, turning first-party insights into privacy-led growth opportunities. Trusted onboarding partners like Experian can help marketers activate first-party audiences with accuracy while scaling and connecting those audiences across the ecosystem for compliant, revenue-generating collaboration. What is data onboarding? Data onboarding moves offline consumer data — like CRM records, loyalty details, or transaction histories — into digital environments for activation and measurement. It connects real-world insight with digital engagement across display, social, search, connected TV (CTV), and commerce media. Data onboarding is now a strategic pillar for marketers managing signal loss, disconnected data, and rising privacy expectations. The approach you take and who owns the data determine what kind of onboarding it is: First-party onboarding: A brand activates its own customer data across digital platforms. Third-party onboarding: A brand enables others to use its data, often monetizing it — common in CMNs or commerce media ecosystems. Experian helps marketers succeed in both models. With AI-driven identity resolution, persistent identifiers, and privacy-first infrastructure, we make onboarding accurate, compliant, and scalable, regardless of who owns the data. Why do marketers need data onboarding? Even the most data-rich brands often have a limited view and reach when it comes to their audiences. They’re confined to the data they collect directly and to the owned channels they use to engage those people. Customer files may reveal who’s already in the ecosystem, but not always where those people spend time, how they behave across channels, or why they make certain decisions. Onboarding bridges that gap. It transforms offline data into digital activation power, allowing marketers to connect insight with action. Experian makes this possible at scale with trusted identity resolution, data ranked #1 in accuracy by Truthset, audience modeling expertise, and seamless data integration across platforms, helping marketers activate confidently and compliantly. With Experian’s onboarding solutions, marketers can achieve: Unified customer identity across devices, channels, and touchpoints. Cross-channel personalization with consistent, relevant messaging wherever customers engage. Scaled, privacy-compliant reach beyond owned channels without sacrificing control or consent. Better insights and audience creation by blending first-party and Experian Marketing Data for a deeper understanding. Cross-channel activation with deep integrations into the advertising ecosystem. Core steps in the onboarding process While onboarding can vary across use cases, the core process remains consistent. Experian’s AI-enhanced identity infrastructure streamlines every stage of data migration and activation, making each step safer and faster: Data ingestion: Transfer the data into the onboarding environment using privacy-safe encryption and consented parameters to protect sensitive information responsibly from the start. Transformation: Cleanse, standardize, and format records to align with digital identifiers. This eliminates inconsistencies and makes every record easier to recognize and activate later. Identity resolution: Link offline identifiers (names, emails, addresses) to hashed digital equivalents like mobile advertising IDs (MAIDs), CTV IDs, and universal IDs via Experian’s Offline and Digital Graphs. Identity resolution connects customers to their digital presence without exposing personal information. Identity matching: Match hashed emails, MAIDs, and device-graph identifiers to activation partners for each audience across demand-side platforms (DSPs), social, and CTV platforms. This expands your audience reach while maintaining accuracy and privacy. Activation: Deliver privacy-safe audiences to DSPs, social, search, or CMN shelves from third-party data providers (not the CMN’s own data) — or directly to an advertiser’s seat for immediate activation. You’ll turn insights into action and be able to reach the right people with relevant, compliant messaging. Behind this flow is Experian’s identity graph, which links 250 million U.S. individuals, 900 million hashed emails, and 4.2 billion digital identifiers refreshed weekly. It’s the foundation that keeps onboarding accurate as the signal landscape shifts. First-party vs. third-party onboarding Every digital marketing data point has a story, but whose story it tells depends on who’s using it. That distinction defines the difference between first-party and third-party onboarding. Both are essential to modern marketing, but they carry different expectations for control, consent, and accountability. First-party onboarding: Activate your own data safely and strategically First-party onboarding starts with the data a brand earns directly from its own customers through trusted relationships. This data belongs to the brand, as customers have given consent, and the brand has the responsibility (and opportunity) to use it well. That data might include: CRM records Loyalty-program data Purchase or transaction histories Website or app interactions Email subscribers or reward members How first-party onboarding works in practice The onboarding process connects this offline data to digital identity so marketers can reach their existing customers across channels. For example, a credit card company might take its CRM file of cardholders, hash the email addresses, and upload that file to a DSP via Experian’s Audience Engine. Experian’s identity graph resolves those emails to privacy-safe digital identifiers like MAIDs, CTV IDs, or universal IDs. The result is a ready-to-activate audience that can be reached on CTV, social, and display without exposing raw personally identifiable information (PII). Why control matters in first-party onboarding The advantage of first-party onboarding is control; the brand decides what to share and how to use it. It’s a powerful way to: Personalize messages for known customers Re-engage lapsed buyers or loyalty members Suppress existing customers from prospecting campaigns Measure performance with closed-loop attribution Doing first-party onboarding responsibly That control comes with responsibility. Even consented customer data that has been consented to can pose risks if handled carelessly or shared with unverified partners. Experian’s First-Party Onboarding sits on a privacy-first identity foundation, governed by decades of compliance leadership under laws like the Gramm-Leach-Bliley Act (GLBA) and Fair Credit Reporting Act (FCRA). We connect data and identity responsibly, so marketers can activate with confidence while protecting consumers. Why first-party onboarding matters First-party onboarding is the cornerstone of responsible marketing. It allows brands to deepen relationships they already have, using data that customers have freely shared. And with Experian’s secure First-Party Onboarding, that data stays encrypted, compliant, and under the brand’s control from start to finish. Third-party onboarding: Share and monetize data responsibly Third-party onboarding begins when a brand allows someone else to use its data. It’s how data providers, publishers, and especially CMNs monetize their audiences — turning first-party customer insights into addressable, privacy-safe segments that advertisers can buy and activate across digital channels. How third-party onboarding works in practice Think of it as data collaboration at scale. Let’s say a retailer collects first-party shopper data like product purchases, loyalty card usage, and store visits. Then, they partner with Experian to make that audience available to outside advertisers, such as a consumer packaged goods (CPG) brand. Through Experian Third-Party Onboarding, those audiences are resolved, privacy-protected, and distributed to integrated destinations such as The Trade Desk, Magnite, or NBCUniversal for activation. To the retailer, it’s their first-party data. To the CPG, it’s third-party data they can use for targeted campaigns. To Experian, it’s an opportunity to ensure the entire exchange is accurate and compliant. Why scale matters in third-party onboarding The benefit of third-party onboarding is scale. It enables data owners to monetize their insights, while giving advertisers access to richer audiences they couldn’t build on their own. It’s the engine behind CMNs, commerce media, and the growing data-sharing economy. With a partner like Experian, that scale becomes even more powerful. Our advanced modeling and identity solutions help brands expand their audiences responsibly using lookalike and predictive modeling to identify high-value segments, increase reach, and maximize performance across every activation channel. The responsibilities of data sharing in third-party onboarding As data ecosystems grow, so does the opportunity to collaborate responsibly. Once data leaves its original owner’s ecosystem: Consent obligations become more complex. Control over downstream usage can blur. Regulatory oversight increases, especially around transparency and consumer rights. With the right governance in place, these responsibilities can help strengthen partnerships, protect consumers, and create a foundation for sustainable growth. Experian’s ethical enablement role in third-party onboarding Experian’s enablement role is both technical and ethical. Our deep expertise enables us to partner with brands and support their monetization efforts, helping them derive new value from their data while maintaining the highest standards of privacy and compliance. Meanwhile, our infrastructure ensures third-party data onboarding happens securely and transparently: Identity resolution expands reach without overexposing identifiers. Data verification and governance ensure partners meet strict privacy standards. Revenue-share structures maintain fairness without hidden costs. Cross-channel integrations enable you to onboard your data once and activate it everywhere (programmatic, CTV, or social) through Experian’s 30+ direct and 200+ indirect destination partnerships. Why third-party onboarding matters Third-party onboarding is the foundation of modern data collaboration. When done through Experian, it becomes a trusted extension of your brand’s identity governed by the same privacy, consent, and accuracy standards that strengthen your first-party ecosystem. We help brands uncover new opportunities for growth, partnership, and responsible innovation. When first-party onboarding turns into third-party onboarding When data ownership shifts, privacy expectations change, and the rules of onboarding start to look a little different. This stage can feel complex, but with the right approach, the crossover becomes clear. It’s a natural evolution that helps brands connect data more effectively and collaborate confidently. Here’s what that can look like in practice. A retailer uses its own first-party data to engage loyal shoppers through its website, app, or email program. The data is secure, consented, and fully under the retailer’s control. Then comes collaboration. The retailer decides to partner with a brand, like a CPG company, to reach those same shoppers across connected TV or the open web. In that moment, the retailer’s first-party data becomes the CPG’s third-party data. Ownership doesn’t really change, but accountability does, along with new privacy and compliance considerations. This “crossover moment,” when first-party onboarding turns into third-party activation, is a small shift with big potential that can lead to new reach, deepen collaboration, and strengthen customer connections across the marketing ecosystem when managed responsibly. Why clarity matters in the crossover between first- and third-party onboarding When data starts flowing beyond owned channels, questions naturally come up. Marketers want to know things like: Who “owns” the audience once it’s shared with a partner or DSP? Whose privacy notice applies — the retailer’s, the brand’s, or both? How do we keep match accuracy without overexposing PII? Who’s responsible for opt-outs and suppression compliance downstream? These are the right questions to be asking, and they’re signs of a mature, data-driven strategy. Asking them is what helps brands strengthen governance, build trust, and get more value from collaboration. With the right framework in place, what could feel complicated becomes clear, opening the door to more confident growth across CMNs and other shared-data environments. How Experian brings clarity and control to the first- and third-party onboarding crossover As a neutral, privacy-first partner, we provide the infrastructure that keeps data secure, compliant, and meaningful wherever it flows. Our onboarding solutions help both sides of the partnership — retailers and advertisers — maintain trust through: Clear ownership and consent management: Experian enforces data-handling rules that preserve each party’s control. Every record is matched and activated in accordance with strict consent parameters and Global Data Principles that exceed industry standards. Accurate, privacy-safe identity resolution: Our Offline and Digital Graphs connect people to their devices, households, and behaviors using hashed identifiers, ensuring match precision while protecting individuals. AI-powered contextual intelligence: Experian’s AI models analyze real-world behavior and contextual signals to enhance match quality and extend reach without reliance on cookies. For CMNs, that means better off-site activation, targeting the right shoppers in the right environments while maintaining compliance. Trusted integrations and transparent reporting: With direct integrations into 30+ programmatic and TV destinations, Experian delivers consistent match rates and unified measurement through solutions like Activity Feed and Experian Outcomes. This is how Experian transforms complex data challenges into seamless, scalable collaborations that give marketers the confidence to expand responsibly into commerce media and commerce ecosystems. The new standard of responsible AI and commerce media Commerce media represents the future of audience activation, but only if the transition is managed responsibly. As the lines blur between data ownership and activation rights, Experian’s AI-driven, privacy-first identity framework acts as the connective tissue between retailers, brands, and platforms. We help CMNs: Enrich shopper data with Experian Marketing Attributes for deeper insights. Extend addressability off-site using privacy-safe identity resolution. Optimize activation through real-time, contextually aware audience expansion. Measure results transparently through privacy-compliant feedback loops. In short, we ensure that when your first-party onboarding becomes third-party activation, trust and performance stay intact. Why choose Experian's onboarding solutions? Many view onboarding as a data transfer, but we treat it as a trust process where accuracy, privacy, and performance align. Here’s why marketers choose us: 1. Unmatched data and identity foundation When brands struggle with incomplete or siloed customer data, Experian’s unified foundation connects fragmented records into a single, accurate identity. Our Offline and Digital Graphs link households, individuals, and devices with persistent accuracy. Updated weekly and built on decades of historical data, our graphs maintain 97% household coverage across the U.S., even through signal loss. 2. Privacy-first and compliance-led Given tightening regulations and growing consumer expectations, privacy compliance is essential. With decades as a regulated data steward, we apply the same rigorous controls from our financial operations to marketing data. Every data partner is verified for transparency and compliance with consent requirements, and all consumer data is governed by Experian’s Global Data Principles, which exceed industry standards. We help brands meet their privacy and consent obligations confidently while maintaining the data integrity that drives results. 3. Real-time, contextual activation Experian’s industry-leading Offline and Digital Graphs are widely adopted across the advertising ecosystem, powering identity resolution and audience activation for the world’s top marketers. Our integrations span 30+ direct and 200+ indirect activation platforms, including leading DSPs, CTV networks, and commerce environments. With real-time, AI-driven contextual intelligence, Experian enables privacy-safe targeting even in signal-limited environments through solutions like Contextually-Indexed Audiences that deliver reach without reliance on cookies or personal identifiers. 4. Platform flexibility Modern marketing requires interoperability. Experian’s onboarding framework is technically integrated across multiple platforms, offering brands and data providers the freedom to activate where they choose. Whether through self-service onboarding in Audience Engine for first-party data or managed onboarding for third-party monetization, Experian scales with your organization, providing transparent pricing, seamless delivery, and dedicated support teams to ensure every connection performs. 5. Human-centered innovation Marketing should strengthen relationships and build trust. Our AI-driven identity systems are designed to protect privacy, respect individuals, and create real human value — helping brands connect with people meaningfully. They aren’t built to collect more data but to make better use of the data you already have by connecting insights responsibly and ethically.  Every innovation at Experian is guided by the principle of balancing personalization with compliance. Top use cases for Experian’s onboarding solutions Our onboarding solutions are transforming how brands operate across industries every day. Whether you’re deepening loyalty, expanding reach, or proving performance, Experian helps connect data responsibly to drive measurable results. Here’s where we make the biggest impact: Automotive: Connect purchase intent data with digital identifiers for more efficient targeting. Commerce media: Use both first- and third-party onboarding — first-party for on-site activation and owned marketing, third-party for off-site activation and monetization — all while maintaining compliance and accurate attribution. CPG: Activate shopper data through retailer partnerships to drive off-site reach and stronger brand collaboration. Data providers: Monetize audience segments across Experian’s programmatic and TV integrations. Financial services: Deliver compliant, personalized cross-channel offers with unified identity. Healthcare: Use National Provider Identifier (NPI) onboarding to reach healthcare professionals compliantly. Retail: Power loyalty personalization, partner monetization, and CMN audience activation. Across each use case, Experian’s privacy-first identity foundation turns data onboarding into a trusted driver of growth and stronger customer relationships. Navigate the new data economy with Experian Data onboarding has come a long way, mirroring the changes in marketing itself. We’ve moved from relying on third-party cookies to empowering first-party data, and now to building collaborative ecosystems like CMNs. At Experian, we’re right in the middle of that evolution. With decades of data expertise, privacy leadership, and AI-driven activation, we help marketers connect more responsibly, measure what matters, and grow with confidence. Want to see what that looks like for your brand? Let’s build safer connections together. Start connecting responsibly Data onboarding FAQs What is Experian First-Party Onboarding and Third-Party Onboarding? Experian First-Party Onboarding helps brands take the customer data they already own, like CRM lists or loyalty files, and use it safely across digital channels for targeting, personalization, and measurement. Experian Third-Party Onboarding helps retailers, publishers, and data providers share or monetize their audiences responsibly with partners through secure, privacy-first activation.Both are powered by Experian’s trusted identity foundation that keeps every connection accurate, compliant, and privacy-safe. What’s the difference between first-party and third-party data onboarding? The difference between first- and third-party onboarding is who’s using the data. First-party means a brand is activating its own customer information, while third-party means that data is being shared or used by another advertiser or partner. When does first-party onboarding become third-party onboarding? First-party onboarding becomes third-party onboarding most often in CMNs or commerce media. When a retailer monetizes its first-party shopper data for use by CPGs or advertisers, the use case shifts to third-party onboarding. Why do marketers need both first- and third-party onboarding? First-party onboarding helps brands reach and understand their existing customers, while third-party onboarding helps expand reach, enable partnerships, and monetize data responsibly. Latest posts

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 Curation 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 Identity resolution 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, Infillion 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 About the author Jeremy Meade VP, Marketing Data Product & Operations, Experian Jeremy Meade is VP, Marketing Data Product & Operations at Experian Marketing Services. With over 15 years of experience in marketing data, Jeremy has consistently led data product, engineering, and analytics functions. He has also played a pivotal role in spearheading the implementation of policies and procedures to ensure compliance with state privacy regulations at two industry-leading companies. Third-party data 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