At A Glance
Reaching the right audience is becoming more challenging as digital advertising grows increasingly fragmented, and privacy regulations change. 33Across addresses this by providing real-time intent signals and contextual insights, helping marketers connect with consumers across devices like CTV, mobile, and desktop. Integration into Experian's marketplace makes these solutions more accessible, helping advertisers achieve measurable results.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.
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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.
Cookieless targeting FAQs
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.
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.
Combining content engagement patterns with machine learning allows marketers to reach professionals actively engaging with relevant topics, even in environments where IDs are unavailable.
Privacy safe targeting uses real time contextual and behavioral signals to deliver relevant messaging across devices and channels without compromising consumer trust.
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.
Latest posts
Supply-side platforms (SSPs) are expected to deliver more than inventory—they’re being asked to support sell-side targeting strategies, campaign results, and proof of performance. To meet that demand, SSPs need more than access to inventory. They need better data, better tools, and a way to bring it all together. Experian’s solutions for SSPs We built Experian’s solutions for SSPs with that demand in mind. By combining identity resolution, audience targeting, and third-party measurement, we help platforms move beyond basic transactions. Whether you’re doing sell-side targeting, supporting direct deals, or looking to support campaign validation, our tools make it easier to create value for buyers—and keep them coming back. Our solutions that help SSPs: Resolve identity across digital touchpoints using our industry-leading Digital Graph Build differentiated audiences using over 2,400 Experian Audiences and Partner Audiences in Audience Engine Support advertiser-direct relationships with tools to create, activate, and host custom segments Measure real outcomes like in-store visitation and sales through Outcomes, our third-party validated reporting suite Together, these capabilities allow SSPs to produce data-driven deals, increase addressability, and meet buyer demand for smarter, more measurable media. Campaign snapshot: Yieldmo + Experian Yieldmo, an advertising platform known for its creative formats and data-informed approach, has already put this solution to work. Here’s how they built a custom strategy for a major athletic retail client using Experian's solutions for SSPs. The challenge: Drive in-store traffic and reach new buyers Yieldmo supports a leading athletic retailer’s seasonal campaigns focused on in-store traffic. This advertiser wanted to reach new buyers—specifically those who might otherwise shop with a competitor. To do this, they needed access to strong audience segments with reliable data and the flexibility to act quickly across channels. This was the first time Yieldmo applied Experian Audiences to this retailer’s campaigns. The stakes were high: the client was looking for better in-store outcomes and a more streamlined activation workflow. The solution: Experian's activation solution for SSPs Using Experian’s Audience Engine, which includes our proprietary and third-party data marketplace, Yieldmo built a flexible, high-performing media plan that spanned display inventory and included both conquesting and primary in-store shopper segments. The team selected and activated: Apparel and footwear audiences built from Experian and partner data providers In-store shopper segments targeting retail behavior signals Competitive purchasers to capture likely buyers from other athletic brands Our data marketplace allowed Yieldmo to combine Experian Audiences with Partner Audiences from providers like Alliant, Circana, Sports Innovation Lab, and Webbula—all in one place. Manual audience creation used to take days. Now, Yieldmo can build and activate campaigns through a streamlined, self-serve workflow. By working in the Audience Engine platform, Yieldmo was able to avoid multiple contracts and manual requests. They filtered audiences by brand, tailored segments to their goals, and launched without delays. “Experian’s data marketplace in Audience Engine fills a critical gap—letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast.”Abby Littlejohn, Director of Sales Planning, Yieldmo The results: Expected lift in store visits While final in-store lift results are pending, the early performance metrics are promising: Click-through rates are at and above historical benchmarks across both conquesting and primary shopper segments. Using Audience Engine’s self-serve tools, Yieldmo created audiences faster and more easily. They reduced their workload by minimizing the need for manual data wrangling. “We include Experian audience segments in 80% of formal RFPs. Between contract simplicity, data quality, and campaign results, Experian has become our go-to for third-party audience targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo Download the full case study Bring this to your platform Whether you’re looking to monetize more effectively, build deeper advertiser relationships, or stand out with sell-side targeting offerings, we designed Experian’s solutions for SSPs to do exactly that. With our industry-leading Digital Graph, over 2,400 syndicated audiences, partner data, flexible self-serve tools, and outcome-based measurement, SSPs can now move faster and go further—without compromising scale or precision. Get in touch with our team Latest posts
After another week under the sun at Cannes Lions 2025, one thing is abundantly clear: our industry is done talking about possibilities — it’s ready to act. From speaking engagements to packed suite meetings, and even stateside through our “Can’t Cannes” activations, the appetite for change was real — and we were right at the center of it. A front-row seat to innovation Experian made a powerful impact across the Croisette, partnering with Audiostack, Basis, Infillion, IQVIA, Magnite, NextRoll, Odeeo, OpenX, The Female Quotient, and the Unplugged Collective x The Digital Marketer, to contribute to some of the week’s most insightful conversations. Our thought leaders were everywhere—on stage, in studio interviews, at executive roundtables—offering a clear voice on retail media growth, pharma advertising disruption, AI innovation, and identity-driven personalization. Three themes that defined the week 1. AI gets real If 2024 was the year of AI buzz, then 2025 is the year AI found its footing. Conversations shifted from “what if” to “what now.” While the promise of AI was front and center, conversations with clients and partners highlighted that we’re still in the foundational phase. Real-world applications—from creative optimization to predictive segmentation—are gaining traction, but long-term value will depend on robust data architecture and trustworthy identity frameworks. MiQ and PMG debuted AI-integrated platforms that demonstrated how AI can automate creative, optimize budget allocation, and personalize media in real time. AI has moved from sidekick to strategist. "Last year it was all about AI, but in a very general sense. This year, it’s about specific applications — a clear sign AI is evolving from a talking point into product.”Budi Tanzi, VP, Product 2. Outcomes > impressions Outcomes may have been a buzzword at Cannes, but as several industry leaders pointed out, simply saying “we drive outcomes” isn’t enough—it risks sounding like table stakes. In today’s performance-driven environment, what matters is how companies define and deliver those outcomes in unique ways. The most compelling conversations weren’t about generic promises, but about clear strategies: challenging assumptions, leaning into strengths, and making specific choices that tie data, media, and technology to measurable impact. "By using consistent identity across planning, activation, and measurement, marketers can connect ad exposure to real-world outcomes—whether that’s an online conversion, an in-store visit, or a new customer relationship."Chris Feo, Chief Business Officer 3. Curation isn't just a tactic Curation is quickly becoming the industry’s preferred approach to cutting through complexity. As marketers contend with signal loss and inconsistent inventory quality, the shift from broad access to intentional activation is gaining momentum. At Experian, we see curation not just as packaging, but as strategic alignment—where identity, data, and inventory come together in purpose-built environments that reduce waste, enhance safety, and drive performance. "Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional DMP-to-DSP activation flow, curation allows buyers to leverage supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers."Drew Stein, Managing Director, Audigent Bringing the Cannes experience stateside Not everyone can make it to the South of France—so we brought Cannes to them. Our “Can’t Cannes” events in the U.S. offered local clients a first-class experience filled with insights and networking, minus the jet lag. Final takeaways This year’s festival made one thing clear: real progress requires more than innovation; it requires integration. And that’s where Experian is focused—connecting identity to activation, and data to outcomes, in ways that are practical, scalable, and privacy-resilient. If I had to sum it up? AI is progressing from abstract to application Curation beats clutter Partnership is power And everyone’s aligned around performance We’re grateful to have been part of these conversations and even more excited about where they’ll lead next. Let’s continue the conversation If you're exploring how to connect identity to performance, or simplify the way you activate, measure, and grow, we’d love to talk. Latest posts
Originally appeared in AdExchanger Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts. It’s easy, and perhaps even satisfying for some – but inaccurate – to say “all that effort was for nothing.” Given Chrome’s dominance among browsers, AdTech companies had no choice but to prepare for “what if” scenarios. The same goes for cookie deprecation. Google’s plan to end support for third-party cookies would have removed a mechanism that has been a cornerstone of addressability for the past 15 years. To be clear, those efforts have not been wasted. They spurred innovation across the AdTech landscape, driving progress in privacy-first targeting, alternative identifiers, supply-path data activation, and real-time data enrichment – all of which will pay dividends for years to come. Whether born directly from Privacy Sandbox participation or inspired by the broader trend toward privacy reform, industry-wide preparation for cookie loss and browser disruption has yielded tangible benefits. Pressure from Google, Apple, and evolving regulations served as a catalyst for modernization that could shape the next decade of advertising technology. An industry anchored in product innovation AdTech is a fundamentally product-driven industry defined by short innovation cycles and the imperative to build and test rapidly. This DNA enables companies to stay resilient, evolve and deliver innovation. Change is good. Disruption can be even better – but only for those who embrace it. Google’s evolving stance on cookies and Privacy Sandbox doesn’t negate what’s been learned. If anything, it underscores the need to keep innovating. The next wave of disruption is likely right around the corner. The payoff While some may argue that the time and effort spent preparing for cookie loss was wasted, those efforts have functioned as a forcing mechanism for several innovations in data activation. Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional data management platform (DMP) to demand-side platform (DSP) activation flow, curation allows buyers to utilize supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers. As curation continues to evolve, it’s poised to play a central role in how advertisers and publishers transact. Real-time data enrichment is another area that has benefited from this period of accelerated innovation. Many companies were compelled to improve their tech stacks to align with Sandbox protocols. These updates, particularly in real-time data enrichment capabilities, are now laying the groundwork for future data activation strategies across both the buy and sell-sides. Exiting out of tunnel vision Over the past five years, the AdTech industry has invested deeply in planning for a future without cookies. Still those investments have been well worth it. While cookies are not going away, the broader deprecation of signal continues. The work that was done to prepare will inevitably inform the next evolution of our industry. Contact us Latest posts