At A Glance
As CTV viewership grows, marketers face challenges in targeting and measurement across fragmented platforms. Identity resolution and audience strategies, supported by Experian’s syndicated audiences and privacy-safe solutions, help DSPs and advertisers reach high-value audiences, improve campaign accuracy, and drive measurable outcomes.In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with George Castrissiades, General Manager of Connected TV at AdRoll.
Premium reach and fragmentation
As viewer attention fragments across platforms, how should marketers redefine “premium reach” in CTV to prioritize engagement and audience quality over scale alone?
A few years ago, ad supported streaming over-indexed on younger adults, those without much financial history and much more budget conscious. It would have been fair for B2B brands to assume that maybe they weren’t going to find their C-Suite audiences on those channels, and so connected TV(CTV) was positioned as a top of funnel tactic aimed at retail. But that’s all changed – ad-free prices are going up, and ad supported tiers are the norm across the majority of channels. 66% of adults have at least one ad supported streaming channel, and adults today spend nearly as much time streaming movies and TV as they spend on their mobile phones. Now that ad viewing audiences on CTV really span the full spectrum of demo, techno, and firmographic segments, savvy marketers should partner with platforms that offer breadth and depth of targeting and measurement to find the highest value audiences wherever they’re watching CTV and serve them highly relevant ads that draw their attention towards the screen. I know I’m jumping out of my seat whenever I see an AdTech or MarTech ad.
Identity and relevance
What does a strong identity framework unlock for delivering household- and person-level relevance across screens, and how does it reshape audience planning?
In privacy-safe ecosystems, people want to share less data and log in to websites and browsers less frequently. If you can’t resolve a household ID to a CTV device through Safari and other sources of obfuscated identity, you’re going to end up losing a lot of signal along the way. On top of that, targeting smaller, higher-value audiences means this attrition can have a profound impact on your ability to build meaningful reach and use audience forecasts to predict scale. A strong identity framework is the key to maintaining as much of your planned audience as possible and staying true to initial forecasts.
AI and outcome planning
How is AI evolving CTV from tactical bidding to strategic outcome planning, and what mechanisms are in place to validate true performance lift?
Tomorrow isn’t guaranteed, especially not in advertising. Audiences change where and when they consume media, and so shifting budget to a placement that did well yesterday is like buying a stock when it’s outperforming – the gains might be gone by then! Predictive AI is bridging the gap to find the highest value and most engaged audiences in real time, versus being purely reactive. This helps drive outcomes which we see in the form of pipeline influence, ROAS, and site traffic lift – without exponentially increasing costs. The same is true for account-based marketing(ABM) outcomes – there’s a blend of signals, account “fit” and intent data that needs to be evaluated in a deeper, more intelligent way. AI is helping to find those highest value accounts, even before they’re in market, which means smart marketers aren’t showing up late to the party.
Measurement and incrementality
What privacy-safe, closed-loop measurement frameworks should become standard to prove incremental visits and sales from CTV campaigns?
Working with a dedicated multichannel, full-funnel ad and marketing platform like AdRoll can easily let you know when a user arrives at your site and makes a purchase, but understanding how that customer arrived there and which tactics deserve the credit requires a deeper, more sophisticated workflow. Our partnership with Experian allows all devices in a household to ladder back up to a household ID, so we can ensure accuracy without pivoting on anything personally identifiable. This works perfectly in CTV, an environment that follows an app workflow of user resettable device IDs rather than IP address or email but always connects seamlessly to web tokens including cookies. Accuracy, scale, and privacy are maintained in a proven way – you see this tech underpinning the infrastructure of streaming across all the biggest players, so marketers can rest easy.
Creative and commerce
How can creative sequencing and shoppable TV experiences convert living-room attention into commerce without compromising user experience or feeling intrusive?
I like to say that CTV trades attention for action. Users lean back and focus on the messaging and visuals of the big screen rather than scrambling for the mouse or tapping to close some intrusive pop-up. This focus means that the messaging is absorbed more quickly, but creatives can wear out their welcome just as fast. Sequential messaging really helps to move the messaging along without subjecting the viewer to longer ads where attention wanes, but also increases brand recall and specific product information because the story evolves with each impression. This is a great tactic to use when you want a viewer to take a specific action later – but shoppable ads can help motivate a user to act now, and new formats can really simplify things. Shoppable can feel out of range for most – the top players in this space own major e-comm storefronts and then tie them back into their own demand-side platforms (DSPs), content, and streaming devices. For the rest of us, dipping our toes in slowly through simple and cheap solutions like QR codes can connect audiences right to a web experience from their TVs, or intermediate solutions like interactive video ads. Users love to play around with fun on-screen experiences, and there’s a whole spectrum of crawl/walk/run options available.
Trust and governance
Which shared guardrails—brand safety, fraud control, and frequency management- are essential to unlocking sustainable, scaled investment in CTV?
I’ve always thought of CTV inventory analogously to high-end watches – if you buy from the source or a well-known, reputable dealer, you’re probably buying the real thing. But that fancy timepiece the guy was selling outside the bar, that you swore looked real? Probably not. Untrusted resellers and too-good-to-be-true pricing might mean you’re running ads on a screen at a lonely gas station at 3 am to an audience of no one, and that’s not even the worst case scenario. Good relationships and deep pockets can solve brand safety and fraud issues, but not every advertiser is going to have those resources. Brand safety and fraud prevention can reduce workload and help distinguish the good stuff from the growing pool of gray area, arguably, CTV inventory that isn’t what was promised to a customer. Outsourcing this trust also goes a long way, with buyers knowing you’re not grading your own homework. Frequency management is equally as important. Once you have your audience and your good supply, it’s important not to abuse a single household just because they meet your targeting criteria. Reach is your best friend with CTV.
Data and audience strategy
How do Experian’s syndicated audiences provide a consistent, scalable foundation for planning, activation, and measurement across CTV and digital, and what outcomes are clients seeing?
We love to talk about how Experian’s data is such an integral part of so much of streaming’s architecture, and the fact that it’s built on deterministic datasets means you’re getting scaled audiences built on knowledge rather than best guesses. That means a lot when working across multiple channels, privacy-safe environments, and households with an ever-growing number of connected devices. Our customers are always delighted at how precise targeting can be, especially in the B2B/B2C space – and knowing the size of those audiences helps them to understand how budget transforms into reach in a more predictable way. It’s confidence-inspiring to point to a new audience and tell your client that these are their future customers. The best part is showing them the outcomes reporting – we consistently see a massive spike in site traffic and engagement on days when a new Experian syndicated audience is launched!
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FAQs
Identity resolution ensures marketers can connect devices and maintain audience accuracy. Experian’s identity solutions help reduce data loss and improve audience forecasts, making campaigns more effective.
With viewer attention spread across platforms, marketers need tools that offer both broad and detailed targeting. Experian’s syndicated audiences provide reliable, scalable data to help identify and reach high-value audiences across channels.
Techniques like sequential messaging and shoppable ads keep viewers engaged and encourage action. Simple tools like QR codes or interactive video ads can connect audiences to web experiences directly from their TVs.
Strong identity frameworks help DSPs maintain accurate targeting and audience reach, even in privacy-focused environments. By connecting devices to household IDs, solutions like Experian’s Digital Graph ensure DSPs can deliver relevant ads and measure performance effectively across channels.
About our expert
George Castrissiades, General Manager of Connected TV, AdRoll
George leads the CTV go-to-market strategy at NextRoll, driving rapid growth and adoption of the channel for both B2B and B2C customers. With a track record of building and scaling CTV solutions, he is focused on developing a strategic playbook that accelerates success in the evolving digital advertising landscape.
Before joining NextRoll, George spearheaded CTV product innovation at iSpot.tv and held leadership roles in product and operations at YouTube, VICE Media, Crackle, Roku, and Innovid. His expertise spans product development, monetization, and market expansion.
About AdRoll
AdRoll is a connected advertising platform built for growth-minded marketers. With powerful AI, flexible campaign tools, and seamless integrations, AdRoll helps mid-sized businesses turn complexity into clarity and clicks into customers. The AdRoll platform delivers full-funnel performance through multi-channel advertising, audience insights, and cross-channel attribution, supporting marketers across industries including ecommerce, technology, financial services, education, and more. For B2B teams, AdRoll ABM extends these capabilities with account-based precision, multi-touch campaigns, and real-time buyer intelligence. Backed by nearly 20 years of data and award-winning support, AdRoll enables marketing teams to advertise smarter, move faster, and achieve more, all from one place.
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Advertising today is more complex than ever. Consumers demand personalized, relevant experiences from brands, making it increasingly challenging to meet expectations without external support. Businesses must work with publishers, retailers, and platforms to thrive, using these partnerships for data insights that refine their strategies and fuel growth. We spoke with industry leaders from Ampersand, AppsFlyer, Audigent, Comcast Advertising, Fox, ID5, and Snowflake to gather insights on how strategic collaboration can expand audience reach, improve targeting precision, and drive measurable advertising success. 1. Expand your reach with strategic collaborations Gone are the days when brands relied solely on third-party data. By linking their first-party insights with equally valuable data from partners, brands develop a far more comprehensive understanding of their audiences. This collaborative approach creates richer audience profiles, improves targeting, and enhances campaign performance. Partnerships also create opportunities for operational efficiencies. For instance, brands that share data and expertise with collaborators can expand their audience reach without overhauling existing systems. These collaborations allow marketers to work smarter, turning shared knowledge into strategic wins. "Partnerships are everything. We can't fulfill our goals on the sale side, marketers can't fulfill their goals of finding their audience where they need to reach them and with the right level of outcomes without partnering together. Why? Because each of them has their own line of sight to the data that they have access to and the data that they know best."Justin Rosen, Ampersand 2. Identify the right partnership model Choosing the right partnership model is key to achieving your business objectives. For some, pairing first-party data with publishers' insights creates better targeting. For others, aligning with complementary brands allows them to engage shared audiences. For large-scale efforts, agencies can unify collaboration frameworks, making onboarding and activation seamless. Meanwhile, emerging categories like FinTech, hospitality, and commerce media provide brands new avenues for impactful partnerships. Evaluating these options thoroughly will ensure your collaboration aligns with long-term marketing goals. "With first-party data being really the central point of signal today, we see more and more of our advertisers identifying partnerships with maybe potentially historical competitors or partners they would've never considered."Tami Harrigan, AppsFlyer 3. Utilize the power of pooled insights Combining various data sources, like CRM records, browsing behavior, and shopping receipts, creates an in-depth view of your customers. By understanding what motivates consumers at every stage of their journey, brands can better tailor messaging and funnel marketing spend to where it matters most. This approach also enables data-driven agility. Real-time insights help brands make informed adjustments, whether it’s shifting strategies mid-campaign or identifying new growth opportunities. When brands share data responsibly, the results are campaigns that resonate and deliver measurable improvements. "A lot of advertisers have gotten smarter about their data than they were just two, three years ago. They’re now doing that segmentation on their side with their data and bringing that to Fox and saying, ‘Look, match this segment against your entire user base.’ In order to do that, we can work with providers like Experian, or with data clean rooms to really bring that data and do a direct match without going through a third party."Darren Sherriff, Fox 4. Adopt the right tools and technology The right tools empower a collaborative data ecosystem. Solutions like data clean rooms ensure privacy-first data matching and measurement. Identity frameworks, such as Unified ID 2.0 (UID2) or ID5, enable secure data alignment across platforms, simplifying audience targeting while safeguarding sensitive information. Shared dashboards are another crucial tool, providing all collaborators with clear, co-owned performance metrics. Yet, while technology is an enabler, success ultimately depends on how well tools align with each partner’s goals and build trust within the collaboration. “You have to make it accessible to non-technical personas and you have to have the ability to have it stood up and pay dividends in a short amount of time. The other thing is interoperability. We very much think as an industry we need to have interoperability with clean rooms, ones that operate on different frameworks.” David Wells, Snowflake 5. Overcome barriers to collaboration Collaboration often faces obstacles, like differing goals, fragmented data, or resource gaps. Brands can tackle these issues by aligning stakeholders on clear KPIs, standardizing data-sharing practices, and selecting tools that integrate smoothly with existing systems. Breaking down barriers early fosters fluid cooperation and improves outcomes for everyone involved. When goals, tools, and resources are in sync, these partnerships deliver lasting value and stronger results. “The key is to bring together data assets and work collaboratively to address fragmentation. The way to solve that is with more interoperability and connect the data in very privacy-safe ways, offering more opportunity to reach high fidelity audiences and incorporate better measurement methodologies.”Carmela Fournier, Comcast Advertising The path to growth through partnership Those who prioritize collaboration will outrun the competition and drive sustainable growth through smarter, more connected advertising. By choosing the right models, using powerful technology, and addressing potential obstacles, brands can co-create campaigns that resonate deeply with their audiences. Connect with our experts Latest posts
RampUp 2025 brought together some of the smartest minds in AdTech to talk about the future of our industry. I had the opportunity to ask attendees key questions about AI, data collaboration, and the challenges they wish they could solve instantly. Here’s what they had to say. Watch my interviews here AI is everywhere in ads—How is it changing things? AI’s influence on advertising is undeniable, and industry leaders at RampUp 2025 emphasized how it is transforming the way data is used across marketing workflows. The increasing presence of Generative AI like ChatGPT is making it easier to stitch together data from various sources and act on insights, helping marketers execute campaigns with more efficiency. AI is no longer just about automation; it is now deeply embedded in audience building, personalization, and measurement, enabling marketers to optimize every step of the customer journey. What’s the one AdTech headache you’d fix forever? AdTech leaders agreed that some industry challenges have lingered for too long. Many expressed frustrations with the ongoing conversation about unifying cross-screen targeting and measurement. While the technology exists, aligning business priorities remains a roadblock. Others highlighted issues like the complexity of billing and reporting, which still needs to be faster and more reliable. There was also a strong push to educate brand marketers on the continued impact of offline media, such as billboards, and how data-driven strategies can enhance the effectiveness of out-of-home advertising. Beyond these operational challenges, another recurring theme was the increasing importance of identity as the backbone of effective advertising. While brands are focused on collecting first-party data, the true challenge lies in activating that data at scale. Without a strong identity resolution strategy, first-party data alone is not enough to create meaningful audience connections across multiple platforms and devices. What's one AdTech tool or strategy you can’t live without? When it comes to must-have tools and strategies, data collaboration and clean rooms emerged as essential. These solutions help companies, agencies, and publishers work together seamlessly while maintaining security and efficiency. Another key strategy discussed was traffic shaping, which allows advertisers to push activation closer to publishers, reducing data leakage and improving overall performance. Both of these approaches are critical for advertisers aiming to scale. However, as brands continue to seek more flexibility and efficiency, the conversation at RampUp expanded beyond individual tools toward a broader industry transformation. Interoperability has become a top priority, with brands, platforms, and data providers focused on ensuring seamless connectivity across clean rooms, customer data platforms (CDPs), and activation partners. The days of being locked into a single walled garden are over—the future is about data portability. "RampUp made it clear that the industry is shifting toward curated, interoperable, and always-on identity solutions—and Experian is perfectly positioned to lead this next phase of growth."Suzanna Stevens, Sr. Enterprise Partnerships Manager This shift is also driving changes in how brands manage identity. Rather than relying on one-off data onboarding, companies are increasingly adopting subscription-based identity solutions that provide an always-on, continuously refreshed identity graph. This model ensures that brands have up-to-date customer profiles while reducing inefficiencies associated with batch processing. What privacy regulations should marketers be watching? Privacy remains one of the most pressing concerns in AdTech, and industry experts highlighted the need for a better approach to regulation. Consent management was identified as a major priority since it is fluid and directly impacts how marketers engage with consumers. There was also a strong sentiment that the current state-by-state approach to privacy regulation in the U.S. is unsustainable. Instead, the industry would benefit from a national framework that simplifies compliance and ensures more consistent data governance across all states. Final thoughts from RampUp 2025 RampUp 2025 showcased the rapid shifts happening in AdTech, from AI-driven efficiencies to the growing importance of data collaboration and privacy-first strategies. As the industry works to solve long-standing challenges, such as unification and regulatory fragmentation, innovation continues to drive new opportunities. Experian remains committed to helping advertisers and marketers navigate these changes by enabling smarter, more connected, and privacy-conscious advertising solutions. We’re excited to see how these themes evolve throughout the year and look forward to collaborating with our partners to shape the future of digital advertising. Follow us on LinkedIn or sign up for our email newsletter for more insights on the latest industry trends and data-driven marketing strategies. Contact us Latest posts
Originally appeared in AdExchanger Navigating the world of data and identity partners feels like scrolling through a dating app: a sea of options, but only a select few worth swiping right. To find your perfect match, look for a partner who ticks all the right boxes. Here’s your guide to finding your perfect match. 1. Identity resolution: It all starts with a strong foundation Great identity resolution depends on a rock-solid foundation. The best partners rely on offline data—like names, addresses, and emails—that rarely change, ensuring a consistent view of households, individuals, and their devices over time. You want someone who gives you the same understanding of your audience across every stage of a campaign. 2. In search of: A well-rounded, reliable identity partner When evaluating identity graphs, it’s essential to distinguish between digital-only graphs, offline graphs, and those rare gems who combine both. Digital graphs rely on digital identifiers, while offline graphs are grounded in persistent identifiers like name, address, and phone number. A partner who offers both creates a more complete and reliable view of consumers across channels, resulting in more effective targeting and measurement. 3. Match rates are like dating profiles—don’t be fooled by the numbers Match rates can look impressive, but they’re often misleading. They can also vary widely depending on the methodology and the IDs being tested. Some providers inflate match rates by limiting the scope of comparison or tweaking their standards. The real indicators of quality are the depth of the data, the quality of matches, and how often the graph is refreshed. Ideally, your partner updates their graph weekly or monthly. The inclusion of inactive IDs may inflate the perceived scale without reflecting the true addressable audience. It's like having a profile photo from ten years ago–a major no-no. 4. Authentic origins: Is their data genuine or just a catfish? Look into your partner’s data sources and place a premium on those with public records or direct to consumer relationships. Ask if they have the experience and expertise when it comes to all aspects of data processing from accuracy to privacy and security. Look for some clear third-party indicators for accuracy, like ratings from Truthset, but there is also a basic reality: either your partner is focused on privacy and accuracy, or they are just playing the scale game. Swipe left on those playing games. 5. The breadth to impress Depth matters as much as quality. Seek a partner with wide-ranging attributes that span key audience categories like demographics, interests, and purchase behavior. They should offer the flexibility to deliver both granular data scores and broad audience segments, empowering you to reach the right consumers across channels effectively. 6. The total package: Does your partner really have it all? A true, lifelong partner connects the dots seamlessly, offering a blend of data and identity that link households to devices while layering in rich marketing insights. This approach helps advertisers better understand their customers, reach the right audiences across channels, and measure the impact of their campaigns. The right partner is well-connected and ensures that all the pieces—identity, data, and activation—work in harmony. 7. Future-proof charm: Will they ghost you when cookies crumble? With the Identifier for Advertisers (IDFAs) gone, cookies on the wane, and IP addresses under scrutiny, a partner’s ability to adapt is critical. The most future-proofed solutions are based on offline identifiers like names and addresses, which are user provided and consented data points–making them more resistant to privacy changes. Additionally, look for partners who have made the necessary investments and are prepared to support the new wave of addressable IDs emerging as alternatives to traditional signals. 8. Privacy savvy: Do they respect boundaries? As privacy laws evolve, you need a partner with a strong history in privacy compliance and proactive leadership in navigating new regulations. Strong and transparent privacy policies and participation in privacy organizations are a good indicator of trustworthiness, especially as new rules emerge across different states. Look for a partner who takes data privacy as seriously as you do and gives you peace of mind when handling sensitive information. 9. Seamless connectivity: Do they play well with others? Data is only as useful as it is actionable. Connectivity across platforms is essential, so choose a partner with seamless integrations into the major platforms you rely on for advertising. This ensures your data quality and identity resolution remain intact throughout your campaigns, avoiding loss from multiple handoffs. 10. Killer customer service: Are they in it for the long haul? A great partner collaborates to solve challenges, not just to sell or upsell. Long-standing partnerships and testimonials about strong customer service are key indicators of reliability. Choose a partner who educates and guides you through technical and strategic challenges, fostering an environment where problem-solving and innovation thrive. Keep your standards high Only a handful of companies can meet these rigorous criteria, and you should refuse to settle for a partner that lacks any of these key dimensions. Successfully navigating signal loss, privacy compliance, and seamless omnichannel integration requires extensive resources, robust infrastructure, and years of expertise. Download our full matchmaking guide So, swipe right on a partner who can handle the complexities of modern marketing and deliver consistent, scalable successful marketing outcomes. Could we be your perfect match? Find out if it's a match today Latest posts