At A Glance
Infillion and Experian collaborate to help advertisers connect with audiences across devices and channels, as cookies and mobile identifiers disappear. By integrating Experian's Digital Graph and Offline Identity Resolution, Infillion strengthens identity connections, improves campaign reach, and enhances audience engagement across CTV, mobile, and web.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.
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Identity resolution FAQs
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.
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.
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.
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, now offers turnkey, outcome-driven deals for brands through Amazon DSP, expanding advertisers’ options for advertising across the open internet. While buyers continue to activate through established supply paths with Amazon DSP, this collaboration introduces sell-side curation that expands data access and reduces overall buyer costs. Three paths to activation With Audigent's curation services now available through Amazon DSP, buyers have streamlined access to premium open-internet inventory and measurable results. Advertisers now have three simple ways to build or tap into curated deals: Off-the-shelf deals in Inventory Hub on Amazon DSP Buyers can access hundreds of pre-built curated deals, each designed to align with common campaign goals and accelerate time to market. Custom deal libraries built around KPIs Advertisers can work directly with Audigent and Amazon Ads to build tailored deal libraries that reflect their unique performance objectives. SimplePMP with AI-driven intelligence Audigent's proprietary AI technology powers its SimplePMP product, offering advertisers sophisticated segment recommendations to identify relevant audiences and inventory with enhanced accuracy. Data that drives performance Turnkey curation only works if the data behind it is immediate, precise, and actionable. With Audigent providing curation via Amazon DSP, each deal fuses premium, real-world signals with hand-picked inventory so every impression can move the needle. How turnkey curation works Here are three ready-made examples to spark ideas 1. Weather in real time When the temperature climbs above 85°F, a beverage brand’s “Hot-Day Hydration” creative can launch automatically. Twenty-four hours before a heavy-rain forecast, big-box retailers can push “Storm-Ready Supplies” for generators and batteries. Weather-triggered audiences from The Weather Company mean you buy only when conditions drive demand. 2. Moments that matter to fans Live Nation ticket-purchase signals that pinpoint two peak travel-booking windows—right after fans secure out-of-town concert or game tickets and again during the week leading up to the event—so airlines, online travel agencies, and hotels can serve timely seat-sale or last-minute lodging offers when intent (and conversion rates) are highest. 3. Intent you can see Bombora B2B signals surface companies researching topics like “zero-trust security” or “cloud cost reduction.” A cybersecurity SaaS can reach those accounts with demo ads, and an office-furniture brand can court firms exploring “hybrid-workspace redesign.” Media spend zeroes in on buyers already in-market. A customer-centric approach Audigent delivers turnkey, customer-centric solutions across the open internet through Amazon DSP, prioritizing quality over quantity through premium web inventory. As buyers and sellers embrace more direct, transparent, and addressable supply paths, this streamlined approach boosts efficiency and drives meaningful outcomes for brands. Interested in trying this new path with Amazon Ads and Audigent? Email: audigent_sales@experian.com. What's next? Audigent is committed to enhancing our curation services available through Amazon DSP. We're focusing on: Expanding our suite of turnkey solutions to address evolving advertiser needs in the open internet space Developing new data-driven insights to further refine audience segmentation and inventory selection Continuously improving our technology to deliver even greater value and efficiency for advertisers As the advertising landscape evolves, Audigent will continue to innovate, ensuring our offerings complement and enhance the capabilities available through Amazon DSP. Ready to cut supply path costs? Connect with us to design your first curated library Latest posts
Marketers aren’t thinking in channels anymore: they’re thinking in audiences. As consumer media habits have scattered across devices, platforms and formats, brands have shifted their focus from managing one channel at a time to delivering a connected experience. That’s the core of omnichannel marketing: meeting people where they are and making each touchpoint feel like part of a larger narrative. However, most brands still encounter the same roadblocks: siloed data, fragmented planning and tools that don’t integrate. And while the industry talks a great deal about omnichannel marketing, few are actually doing it well. The brands that figure it out won’t just reach more people; they’ll improve brand perception while improving the customer journey, achieving better outcomes, and optimizing their media spend more efficiently. Learn more about this trend in our 2025 Digital trends and predictions report. Learn more Why omnichannel is no longer optional Omnichannel marketing has long been a goal, but recent shifts in media and technology now make it a necessity. According to Forrester, 21% of global B2C business and tech professionals identified enhancing omnichannel or cross-channel customer experiences as a top priority for their organization today. Connected TV (CTV) and commerce media networks are emerging as dominant channels, necessitating the coordination of messaging across an expanding ecosystem of streaming, programmatic display, and commerce-driven environments in addition to the multitude of other addressable (and non-addressable) channels. Fortunately, identity solutions continue to evolve, enabling marketers to maintain audience addressability in digital channels even as traditional signals decline and privacy regulations intensify. Consumers expect this kind of cohesion. They don’t see “channels" – they just see a brand. A member of your loyalty program might browse a product online, see the exact item later on their socials, and then receive an email offer. If those messages feel disconnected or out of sync, this will not be a good customer experience, and a brand risks wasting impressions and losing conversions. Omnichannel isn’t about showing up in more places. It’s about showing up with a consistent message. The opportunities inherent in true omnichannel execution Despite the industry’s movement toward omnichannel marketing strategies, there are a few untapped opportunities brands would benefit from pursuing. Break down planning silos to optimize performance Many marketers still plan and measure media in silos: programmatic display, CTV, commerce media, search, social, email, SMS, and each might have their own budgets, strategies, and KPIs. This disjointed approach leads to inconsistent messaging, inefficient spend, and overexposure or underexposure to key audiences. The opportunity? Shift toward integrated media planning and measurement. By aligning teams and KPIs across channels, marketers can optimize frequency, coordinate creative sequencing, and better attribute business outcomes. Breaking down internal silos improves the customer experience and drives more effective performance. With two-thirds of North American CMOs naming siloed data as their biggest obstacle, those who solve it stand to gain a clear advantage. Encourage interoperability to activate audiences consistently Omnichannel success depends on defining an audience once and reaching them everywhere. But in today’s ecosystem, where walled gardens control inventory and many tools remain disjointed, this is easier said than done. Just under a third of marketers say the tools they use don’t work well together. The opportunity? Invest in interoperable systems that give you control over your data and privacy-safe solutions like clean rooms or universal IDs that enable consistent audience activation across platforms. Advocate for a unified identity framework Audience data remains fragmented: commerce media networks control shopper data, TV platforms hold viewership data, and walled gardens provide limited data transparency and determine which data they will share, making it difficult to recognize, reach, and follow the customer journey across digital touchpoints. Without a unified view, campaigns remain disconnected and cross-channel attribution is difficult. The opportunity? Advocate for a centralized, privacy-conscious identity framework that bridges fragmented data sources. This would allow marketers to recognize consumers across platforms and deliver cohesive messaging. Marketers need solutions that enable connected audience activation while respecting privacy requirements and platform-specific constraints. Without this, omnichannel remains an aspiration rather than a reality. Data and identity: The tools you need in your toolkit to make omnichannel work Implementing omnichannel right starts with establishing identity. Brands need a foundation that lets them connect the dots: across data, platforms and channels. Here’s how: Build a unified identity foundation “A single view of the customer is the foundation of a successful omnichannel program,” says Forrester in a December 2023 report on omnichannel. This begins by connecting disparate data sources, including persistent offline information, such as addresses, emails, names, and phone numbers, with digital signals, in a privacy compliant way. And this, in turn, creates a strong identity foundation. Solutions that integrate hashed email addresses (HEMs), mobile ad IDs (MAIDs), IP addresses, CTV IDs, and universal IDs enable brands to resolve customer identities across different platforms, ensuring that campaigns remain addressable as users transition between channels. Activate audiences everywhere, without the hassle Brands should be able to define an audience once and activate it across all addressable channels without unnecessary complexity. Interoperability between demand-side platforms (DSPs), supply-side platforms (SSPs), clean rooms, and private marketplaces (PMPs) ensures that high-quality audiences are matched with premium inventory in a targeted, transparent, and efficient manner. This connectivity helps maintain consistent audience targeting—even as consumers engage in different environments. By working with a partner that seamlessly integrates with major platforms, marketers ensure that data quality and identity resolution remain intact throughout campaigns, avoiding data loss that occurs when data is transferred between different, disparate platforms. Measure across channels, and the customer journey Effective omnichannel marketing isn’t just about reaching audiences—it’s about understanding how different touchpoints contribute to conversions. Advanced attribution models, incrementality testing, and cross-platform frequency management enable brands to use consistent identity across campaign planning, activation and measurement so they connect ad exposures to real-world outcomes. Achieving this requires a strong identity resolution partner—one that can unify audience data across environments and power accurate, privacy-compliant measurement at scale. The future of omnichannel marketing Omnichannel is becoming the baseline expectation for modern marketing. The brands that figure out how to connect the dots across the increasingly disparate media landscape will drive better performance and build stronger customer relationships. By working with a partner that can offer you an end-to-end data and identity solution focused on consumers, not channels, you can better understand your best customers (and your next customers), reach them across channels, and measure cross-channel campaigns more effectively, making true omnichannel execution more achievable. Get started today About the author Kimberley Klevstad Account Director, Retail, Experian Kimberley Klevstad is 25-year industry veteran with a wide range of experience driving strategic growth for global accounts across print, online, mobile, location-based and streaming audio platforms. Kimberley is currently a member of the Experian Marketing Services Retail team, advising top retail brands on data and identity strategies that will deepen loyalty and drive acquisition in an increasingly competitive landscape. Latest posts
Audigent, a part of Experian, is excited to announce that curated audience and contextual inventory packages are now accessible on Google Display and Video 360 (DV360), delivered via Index Marketplaces. These premium deals offer industry-leading targeting solutions, combining high-quality data and inventory to enhance scale, value, and performance across connected TV (CTV), display, and online video (OLV). The integration launches with over 250 ready-to-run deals covering various sectors, including some available for DV360 buyers for the first time, such as automotive, B2B, seasonal retail, sports fandom, travel, and weather, among others. Each deal combines exclusive audience data with premium inventory under a single DV360 deal ID. The supply-side activation lets you scale campaigns without cookies or device IDs, so results stay consistent even as traditional tracking disappears. "We’re excited to expand Audigent’s curated, data-enriched packages in DV360 with Index Exchange. Putting Experian’s audiences and Audigent's premium supply inside a single deal ID accelerates smarter decisions for marketers—letting brands activate, test, and see results right away.”Chris Feo, Chief Business Officer, Experian Why these packages stand out Unique targeting and supply packages Each package fuses exclusive data with handpicked inventory and ships as a single, ready-to-trade deal ID. Deep partner bench Audiences are sourced from first-party publisher data as well as data leaders such as Experian, Affinity Answers, Acxiom, Bombora, Circana, Dun & Bradstreet, Resonate, Sports Innovation Lab, The Weather Company, and more, providing buyers with deterministic purchase, intent, behavioral, and lifestyle signals in one flight. Future-proofed addressability Packages rely on Audigent’s identity framework, contextual intelligence, and supply-side data activation rather than third-party cookies or device IDs, keeping reach intact as identifiers fade. Three reasons these packages drive results Signal-agnostic reach: Cookieless, device-less targeting preserves scale today and tomorrow. Instant activation: Traders simply add the pre-curated deal ID to a DV360 line item and go live in seconds. Built-in quality assurance: Exclusive audience data is paired with hand-vetted inventory, so you start closer to KPIs from day one. Direct-to-source media buying that pays off By packaging curated, data-enriched deals directly atop Index Exchange, via the Index Marketplaces platform, Audigent eliminates extra hops and integrates premium partner data into a single price, with no additional data management platform (DMP) fees. That means higher match rates, simplified audience management, and a cleaner, greener path that concentrates spend on top-tier publishers. Paired with Index Exchange’s omnichannel reach, brands see stronger performance and lower waste, no trade-offs required. "Our goal with Index Marketplaces is to streamline access to premium supply, high-quality data, and measurable outcomes. Hosting Audigent's ready-to-run deals on Index lets DV360 buyers tap addressable inventory curated for scale, sustainability, and speed – no extra steps, just better results."Paul Zovighian, Vice President of Marketplaces, Index Exchange Real-world use cases Audigent’s deep data collaboration bench isn’t window dressing; it’s baked into every package. Deterministic signals from Experian and fellow data leaders come pre-loaded, so you tap high-intent, high-match audiences the instant you activate a deal ID. In-market auto shoppers Reach consumers actively researching specific vehicle types, such as compact cars, SUVs, trucks, or luxury models, using deterministic data from Experian. These segments predict purchase intent within the next 180 days, enabling the delivery of accurate messaging at the moment of consideration. B2B account growth Target decision-maker employees at companies segmented by employee count: 11–50, 51–250, or 251+, using Dun & Bradstreet’s data. Or reach small business professionals and business decision-makers via deals utilizing Bombora’s data assets. Sports fandom Engage verified MLB fans based on purchase behavior, powered by Sports Innovation Lab. Extend reach to contextual sports content, including live sports and sports-related programming across CTV and OLV. Seasonal retail bursts Engage gift-givers and in-market segments for gifts and occasions. Target DIY home improvers and verified affinity audiences for home projects. Reach back-to-school families by targeting parents preparing for the school year with Affinity Answers’ event-based segments. Weather-driven behavior Activate campaigns based on how real-time or forecasted weather conditions (like sunny days, outdoor activity suitability, or severe weather alerts) influence mindsets and decisions, powered by The Weather Company's data. "This collaboration integrates The Weather Company’s industry‑leading weather forecast data into DV360, the world’s largest buying platform, enabling real‑time relevance through curated deals. Experian contributes deep expertise in consumer audiences, The Weather Company delivers unmatched precision in timing and location, and Index Exchange adds efficiency and transparency – together creating a streamlined, turnkey solution for activation." Dave Olesnevich, VP of Data and Ad Product, The Weather Company Ready to activate? Search Audigent in DV360’s Marketplace, select the Audigent package that fits your KPIs, and add the deal ID to your line item. Prefer a custom build? Reach out to us at partnershipsales@experian to curate a package tailored to your campaign goals. The quickest path to performance is just one deal ID away. Contact us now Latest posts