At A Glance
Addressable advertising helps you reach addressable audiences with relevant messages across digital, TV, and streaming. As signals fragment across browsers, apps, and platforms, AI customer segmentation and privacy-first identity separate guesswork from accuracy. Experian brings trusted data, identity resolution, and activation partnerships together so you can connect with people in ways that feel relevant, respectful, and measurable.In this article…
A decade ago, you could buy media by broad categories and call it a day. But today, your audience lives in a curated world. They watch what they want, skip what they don’t, and expect what they see to match their interests. Research shows that when ads are tailored to households, people pay more attention, stay engaged longer, and are more likely to remember your ads.
That shift in expectations is why addressable advertising continues to grow. It’s a practical response to how media works today, with audiences moving fluidly across platforms, streaming spread across services, and measurement spanning screens and environments. Under these conditions, reaching the right people depends on clarity, not approximation.
Artificial intelligence (AI) strengthens that clarity. When applied responsibly, AI helps connect signals, deepen audience understanding, and deliver relevant messages while protecting consumer data. The result is advertising that feels more human, not less.
What is addressable advertising?
Addressable advertising is the ability to deliver personalized ads to specific individuals or households and measure results using privacy-safe data and identity. It works across digital, connected TV (CTV), linear TV, and over-the-top (OTT) streaming and relies on strong identity resolution and accurate data inputs to ensure your audience definitions remain consistent across channels and over time.
Benefits of addressable advertising
Addressable advertising changes how advertising performs by delivering messages to defined audiences, reducing wasted impressions, and making results simpler to measure.
| Benefit | What it means for you |
| Clarity | Reach the right audience with the personalized messages they want, instead of hoping the right people are watching |
| Efficiency | Avoid wasted impressions by focusing spend where interest already exists |
| Higher ROI | Improve conversion by delivering messages that feel relevant |
| Omnichannel consistency | Carry the same message across digital and TV without starting over |
| Measurable impact | Connect exposure to actions so performance is clear |
| Privacy and compliance | Activate audiences responsibly using privacy-safe data, clear governance, and compliant practices |
These are some of the reasons that addressable advertising has moved from a niche tactic to a core strategy. When audiences are clear, identity is connected, and measurement is built in, advertising becomes relevant, accountable, and easy to improve over time.
Addressable advertising vs. traditional advertising
Unlike traditional advertising, addressable advertising doesn’t depend on broad exposure or assumptions. It’s personalized by design and measurable by default, making it possible to connect ad exposure to outcomes. Another distinction is in how addressable delivers advertising to audiences and how performance is measured.
| Traditional media buys | Addressable advertising buys |
| You pay for broad reach | You pay for relevant reach to defined audiences |
| Ads run by placement or program | Ads are delivered to known households or individuals |
| Personalization is limited | Personalization is built into delivery |
| Measurement indicates trends, not who actually acted | Measurement connects exposure to actions by linking ads to defined audiences across channels |
But before you can activate addressable advertising, you need to understand who you’re actually trying to reach.
What is an addressable audience?
An addressable audience is a group of people you can identify and reach using data-based targeting. In other words, they’re not anonymous “maybe” viewers. They’re a defined audience you can activate across channels.
Here’s what typically builds addressable audiences:
| Factor | What it is | Why it matters |
| First-party data | Data from your own relationships (site activity, app activity, CRM, emails, purchases) | It’s your most direct view of existing customers and prospects |
| Third-party household and individual data | Demographic, behavioral, lifestyle, interest, and intent attributes from trusted providers | It fills gaps so your audience definitions don’t collapse when your own data is limited |
| Identity resolution | A privacy-first way to match people across devices, households, and channels | It improves accuracy so you don’t over-message the same people or miss them entirely |
| Contextual signals | Page-level, content, or viewing context where ads appear | It reinforces relevance in the moment and complements addressable targeting when identity signals are limited |
How Experian helps with addressable audiences
Experian helps you build and activate addressable audiences at scale without losing accuracy or trust. With more than 3,500 syndicated audiences available, you can activate consistently across 200+ destinations — including social platforms like Meta and Pinterest, TV and programmatic environments, and private marketplaces (PMPs) through Audigent.
That means reaching people based on who they are, where they live, and their household makeup, using data governed with care. Our approach is built on accuracy first, which is why Experian data is ranked #1 in accuracy by Truthset for key demographic attributes.
And when standard customer segments aren’t enough, Experian Partner Audiences expand what’s possible. These unique audiences are available through Experian’s data marketplace, within Audigent for PMP activation, and directly on platforms like DIRECTV, Dish, Magnite, OpenAP, and The Trade Desk.
The evolution of addressability and why it matters more than ever
As the media ecosystem shifts, reaching people across browsers, apps, CTV, and streaming platforms has become more complex. Signals are fragmenting everywhere as expectations for relevant, personalized experiences continue to rise, while reliable identifiers become increasingly challenging to access.
In response, addressability is shifting from a channel-specific tactic to an identity-driven approach to reach and measure defined audiences across screens.
That evolution puts new pressure on performance. Marketing budgets require accuracy and accountability, which means targeting must deliver measurable reach and outcomes you can trust.
At the same time, the growth of CTV and streaming is expanding addressable TV opportunities. As CTV inventory grows, so does the need for cross-channel, identity-based activation that works consistently and supports reach, frequency, and measurement in one connected view. That’s why identity has become the foundation for making addressable advertising work today.
When to apply addressable advertising
You don’t need addressable for everything, but it shines when you need your spend to go farther with accurate targeting and resonant messaging.
| Scenario | Why addressable helps |
| Product launches and seasonal pushes | Reach people who are more likely to care without flooding everyone else |
| High-consideration purchases (auto, travel, financial services) | Focus on likely intent and suppress audiences that don’t fit |
| Cross-channel campaigns (digital, TV, mobile) | Keep messaging consistent across screens |
| When using first-party data with AI | Use AI customer segmentation to scale responsibly and improve performance without sacrificing accuracy |
| Regulated categories | Rely on compliant data practices and clearer controls for regulated industries |
Addressable advertising is one way to put relevance and respect into practice — but it shouldn’t be the only time these principles apply. Marketers are expected to be thoughtful about who they reach, how often they show up, and how data is used across every channel. Addressable simply makes it easier to live up to that standard when accuracy, accountability, and scale matter most.
Addressable advertising and third-party data
There’s a common misconception that third-party data is no longer useful, but what’s really changed is the environment around it.
In the early days of digital advertising, third-party data often felt like the Wild West. Today, modern third-party data is more transparent, better governed, and held to far higher standards with:
- Clear data sourcing
- Documented consent practices
- Regular quality audits
- Strict limits on how data can be used
Used responsibly, third-party data plays a critical role in addressable advertising by complementing your first-party data and keeping audience strategies flexible as signals change.
Benefits of third-party data
When paired with identity resolution, high-quality third-party data helps you:
- Fill first-party gaps: Add demographic, behavioral, and interest-based insight when your own data is limited.
- Expand prospecting: Reach new audiences through modeling and lookalike expansion.
- Enrich segmentation: Combine household, behavioral, and interest signals to tailor creative, offers, and messaging to interests for more accurate and personalized activation.
- Support cross-channel addressability: Maintain consistent audience reach across devices and channels even as individual signals change.
Why work with Experian for your data needs?
At Experian, we approach third-party data with the belief that trust comes first. Our data is privacy-compliant, ethically sourced, and governed by strict standards so you can use it confidently.
Accuracy matters just as much. Our identity and data-quality framework verifies that the data behind your audiences holds up in the real world — a key reason Experian is ranked #1 by Truthset for key demographic attributes.
And because addressable advertising only delivers value when audiences move seamlessly from planning to activation, our audiences are interoperable by design. You can activate them across digital, social, and CTV platforms without rebuilding or reformatting your strategy for each channel.
How AI is redefining customer segmentation
Addressable advertising depends on audiences that stay accurate as people move across devices, platforms, and moments. Traditional segmentation built on static rules and snapshots in time can’t keep up with that reality.
AI customer segmentation analyzes massive sets of household and individual data (such as intent, household demographics, purchase behavior, and content consumption) to identify patterns, predict intent, and group people into addressable audiences.
As the AI advertising ecosystem continues to mature, reflected in industry frameworks like the LUMA AI Lumascape, segmentation and identity have become foundational layers rather than standalone tools. Those audiences update as conditions change, so they stay relevant instead of aging out.
Here’s how AI-driven segmentation supports addressable advertising.
| What AI enables | Why it matters |
| Predictive, intent-based audiences | Analyze behavioral and transactional data to group people based on likely next actions |
| Broader audience availability | As more data signals are incorporated responsibly, AI makes it possible to support a wider range of addressable audience options without sacrificing accuracy |
| Deeper insights from data | Discover what people care about, how intent is forming, and which signals are most important with larger, more diverse data sets |
| Real-time audience updates | Keep segments aligned as behaviors change, not weeks later |
| Higher accuracy, less guesswork | Rely on data-driven patterns for decision-making instead of assumptions |
| Ongoing optimization | Refine audiences throughout the campaign lifecycle as performance signals come in |
We’ve used machine learning and analytics for decades to support responsible segmentation — balancing performance with privacy and transparency.
That foundation now supports addressable advertising that adapts in real time while staying grounded in trust.
Addressable TV: Targeting in the streaming era
TV has become an addressable channel powered by data and identity resolution. CTV and OTT streaming are booming, while linear TV continues to decline, reshaping how people watch and how advertising works alongside it. For the first time, CTV spending is expected to outpace traditional TV ad spending in 2028, reaching $46.89 billion and signaling that addressable TV is now central to the media mix.
With CTV and OTT platforms, advertising can now be delivered at the household level. That means two homes watching the same show can see different ads based on who lives there and what they like. This is what makes addressable TV possible.
Benefits of addressable TV
As streaming inventory continues to grow, addressable TV creates new ways to bring relevance and accountability to a channel once defined by broad exposure. Experian links identity data across streaming, linear, and digital platforms to help you manage frequency, attribution, and household-level insights in one connected view.
Addressable TV also raises the bar. To manage reach, frequency, and measurement across streaming and linear environments, addressable TV depends on identity resolution that connects households across screens.
Here’s how addressable TV helps you when identity is in place.
| What addressable TV enables | Why it matters |
| Household-level targeting | Deliver messages that reflect who’s watching, not just what’s on |
| Frequency control across screens | Reduce overexposure and improve viewer experience |
| Cross-channel measurement and attribution | Connect TV exposure to digital actions, site visits, and conversions |
| More efficient use of TV spend | Bring accuracy, accountability, and outcome-based insight to premium inventory and improve reach of streaming-first, harder-to-reach viewer segments |
Ultimately, addressable TV isn’t a replacement for linear TV, but it is an evolution. As streaming becomes the default viewing experience, the ability to engage TV audiences with the same care and clarity as digital is essential.
Use cases for addressable advertising
Addressable advertising works across industries because it adapts to how people make decisions. The examples below are illustrative scenarios that show how addressable audiences, identity resolution, and AI-driven segmentation can come together in practice using Experian solutions.
Retail: Seasonal promotions
A home décor retailer could use identity resolution and AI-driven segmentation to build addressable audiences, such as holiday decorators and recent movers, who are more likely to engage during peak seasonal periods.
Campaigns could then be activated across CTV, display, and social, helping the retailer stay visible across screens while tailoring creative to seasonal intent.
Automotive: In-market car buyers
An auto brand might identify consumers nearing lease expiration using automotive-specific data tied to household and individual attributes.
By suppressing current owners, the brand could avoid wasted impressions and activate addressable audiences across OTT and mobile to reach likely buyers during active consideration.
Financial services: Credit card launch
For a new credit card launch, a national bank could use modeled financial segments to reach credit-qualified prospects.
Addressable digital advertising campaigns could apply frequency controls and personalized messaging, balancing reach with relevance while seamlessly measuring response.
Streaming media: New subscriber growth
A streaming platform looking to grow subscriptions could use an identity graph to exclude current subscribers.
Likely viewers could then be targeted across CTV based on content preferences and viewing behavior, keeping spend focused on net-new growth.
Media and entertainment: Audience expansion for a new release
Ahead of a new release, a film studio could use behavioral and lifestyle data to identify likely moviegoers and fans of similar franchises.
Addressable campaigns across CTV and digital video could help drive awareness and opening weekend attendance.
Travel: High-value traveler acquisition
A travel brand could use travel propensity data and household-level demographics to identify frequent flyers and family vacation planners.
Personalized offers could then be activated across display, social, and programmatic channels to increase bookings while keeping spend focused on higher-value travelers.
How Experian enables more effective addressable campaigns
Addressable advertising is most effective when identity, data, and activation are connected from the start.
Experian brings trusted household and individual data, privacy-first identity resolution, and broad activation partnerships together so you can move from audience insights to activation with minimal friction. Here’s how that comes to life across our core offerings.
Identity resolution with Consumer Sync
Consumer Sync connects devices, emails, digital identifiers, and offline data into a single, privacy-safe identity foundation. This connection helps your audiences stay consistent across streaming, linear TV, mobile, and digital despite changing signals.
Audience insight and segmentation with Consumer View
Consumer View supports clear segmentation, prospecting, and enrichment across industries. It combines demographic, behavioral, and interest-based data to help you build accurate, intent-driven audiences that reflect real people, not assumptions. Data is continuously updated and governed for accuracy.
Omnichannel activation with Audience Engine
Audience Engine enables direct activation of Experian audiences across CTV, digital, social, and programmatic platforms. It supports suppression, frequency management, and cross-channel consistency to keep messaging aligned and exposure controlled.
More efficient media through curation and Curated Deals
Curation combines data, identity, and inventory through Experian Curated Deals. These deal IDs, available off-the-shelf or privately, make it easier to activate high-quality audiences and premium inventory in the platforms you already use without custom setup.
AI-enhanced segmentation and optimization
Our AI-enhanced models analyze large data sets to create and refresh addressable audiences in real time, supporting intent-based targeting and ongoing optimization throughout the campaign lifecycle. These models work seamlessly with demand-side platforms (DSPs), ad platforms, and data clean rooms, so audience insights flow directly into activation and measurement without added complexity.
Seamless integration with your ecosystem
As an advertiser, you want addressable advertising to fit naturally into how you already plan and buy media. That’s why integration matters as much as insight.
Experian integrates with leading DSPs, ad platforms, and data clean rooms, so you can activate addressable audiences in the environments you already use without reworking your strategy or adding complexity. This approach helps you:
- Build and activate addressable audiences: Reach the people you want with accuracy and respect.
- Activate across channels: Keep messaging consistent across digital, TV, and streaming.
- Optimize with data ranked #1 in accuracy by Truthset: Improve performance using the industry’s most reliable data.
When identity, data, AI, and activation come together, addressable advertising does what it’s supposed to do: deliver relevance naturally, measure impact clearly, and give you confidence in every decision along the way.
That’s the foundation for campaigns people want to engage with.
Start creating campaigns audiences want to see
Experian can help you apply addressable advertising in ways that respect consumers, perform across channels, and stand up to real-world measurement.
Connect with our experts today to explore how addressable audiences, AI-driven segmentation, and identity-powered activation can work together in support of your goals.
FAQs about addressable advertising
Addressable data-driven advertising involves delivering personalized ads to specific individuals or households using privacy-safe data and identity.
An addressable audience is a defined group of consumers you can identify and reach based on known household or individual attributes.
Advertising becomes addressable when it’s possible to identify the audience by linking devices and households to people through identity graphs. This allows you to measure ad performance at the audience level and provide more personalized advertising.
Addressable advertising isn’t just for TV; it also works across digital, mobile, streaming, and social channels.
AI improves addressable advertising by analyzing large data sets to predict intent, build more accurate audiences, boost performance over time, and improve your ability to find and build your audiences.
Yes — identity resolution and first-party data are key to cookieless addressability.
Experian supports addressable advertising by providing trusted consumer data, privacy-centric identity resolution, and curated audience segments that activate across CTV, digital, mobile, and streaming platforms.
Latest posts
2023 has been an unprecedented year for AdTech. With new challenges arising every day — from ongoing signal loss to changing consumer privacy regulations– staying on top of trends is more important than ever before. To help you stay informed on successful tactics from across our ecosystem we’ve compiled a list of our top five 2023 AdTech blog posts. Keep reading to learn about the top themes from CES and Cannes this year, why contextual targeting is so popular, and more – so you can remain competitive in today's rapidly changing environment. #5 CES 2023: Clean rooms, activation, and more Experian attended CES in January to kick off the AdTech year, connecting with partners, clients, and industry leaders to understand their challenges and goals. Discussions were focused on clean rooms and digital activation to address data deprecation and consumer privacy. Clean rooms have the potential to standardize data and address interoperability issues. Digital activation was predicted to increase significantly in 2023, with more focus on demand-side, video, and supply-side platforms. Did digital activation increase in 2023? Download our 2024 Digital audience trends and predictions report to find out. Read our full 2023 CES recap here. #4 Experian identity resolution now available in AWS Clean Rooms Earlier this year, Experian announced that our identity resolution solution is now available in AWS Clean Rooms. Through this new partnership, customers can pair Experian's identity capabilities with AWS Clean Rooms to safely collaborate and access deeper insights without exposing sensitive data. Check out the full announcement to hear from Kalyani Koppisetti, Principal Partner Solution Architect at AWS, Matt Miller, Business Development Principal at AWS, and Tyler Middleton, Sr. Partner Marketing Manager at Experian. #3 Four key themes from Cannes Lions 2023 At Cannes Lions 2023, discussions revolved around four main themes: Signal loss: Experts discussed the importance of adapting paid media strategies to align with consumer behaviors. Collaboration: Discussions highlighted the need for industry players to collaborate and focus on solutions that benefit all stakeholders in the ecosystem. Personalization: This was a key topic and emphasized the growing significance of tailored content, data-driven insights, and first-party data solutions for advertisers adapting to cookie deprecation and the evolving consumer privacy landscape. Balancing AI and creativity: Attendees explored how to balance AI capabilities and nurture creativity while maintaining a human touch. Cannes 2024 will be here before we know it and Experian will be there. To get ready, check out this post by Tyler Middleton, Sr. Partner Marketing Manager, to hear from a first-time Cannes attendee, #2 Three key insights from our 2023 Holiday spending report Experian's annual Holiday spending trends and insights report analyzed recent trends, consumer spending habits, and anticipated what was to come in the 2023 holiday shopping season. This blog post covered three key insights from our report: Consumers are starting their holiday shopping earlier, particularly with online sales. Online sales have been increasing year-over-year, surpassing in-store sales. Spending during the 2022 holiday season was lower than in previous years but is expected to be on par with what was seen in 2023. For advice from our experts and access to all of our predictions for this year’s holiday shopping season, download our 2023 Holiday spending trends and insights report today. #1 How contextual ad targeting addresses signal loss Our most viewed blog post of 2023 was How contextual ad targeting addresses signal loss. Marketers are seeking new solutions due to signal loss caused by the phasing out of third-party cookies. Contextual ad targeting offers a way to combine contextual signals with machine learning for more accurate targeting. Experian's Jason Andersen and Yieldmo's Alex Johnston discuss the challenges of signal loss, addressability, the importance of good creative, and tips for digital ad success in this blog post. By understanding contextual advertising, marketers can create powerful and effective campaigns to reach target audiences. Subscribe to our newsletter Sign up for our email newsletter to receive our latest blog posts, product and partnership announcements, thought leadership, and more straight to your inbox. Subscribe Contact us today Latest posts
In this article…Why AI and CTV are a great matchThe rising popularity of CTVHow is AI already being used in CTV?Demand-side platforms Artificial intelligence (AI) and connected TV (CTV) have a perfect synergy that’s revolutionizing how advertisers connect with their audiences. CTV serves as a medium for streaming content, while AI acts as a sophisticated technology that improves the performance of CTV advertising campaigns. The integration of these two technologies has paved the way for advertisers to reach their target audience more effectively, making CTV advertising a powerful and efficient tool. In this blog post, we’ll dive into how these technologies work together — and why you should jump on board with AI for CTV advertising if you haven’t already. Why AI and CTV are a great match CTV and AI are transforming how advertisers connect with their audiences and improving the performance of their advertising campaigns in the CTV space. They work together to make advertising smarter and more enjoyable for everyone involved. AI uses sophisticated computer programs to analyze and understand data, while CTV refers to the streaming services that consumers use at home. But what makes them a great match in advertising? AI uses data to determine which TV ads are most exciting and relevant to certain people, and it can even adjust ads in real time to ensure viewers are always getting the most personalized experience. AI can provide suggestions to viewers based on previously watched content to help them find what they’d enjoy watching next. To sum it up, AI allows for: Precise targeting: AI uses data to determine which TV ads are most exciting and relevant to certain people. Personalization: AI can adjust ads in real time to ensure viewers are always getting the most personalized experience. Effective ad insertion: AI can provide suggestions to viewers based on previously watched content to help them find what they’d enjoy watching next. CTV facilitates these AI-driven strategies for enhanced user engagement and satisfaction. The rising popularity of CTV CTV has become increasingly popular as people change the way they watch TV. Instead of the traditional approach, more viewers are now choosing CTV platforms for their entertainment. One of the main reasons for this shift is that CTV offers greater flexibility and lets viewers watch content at their convenience. The ability to skip ads on many CTV platforms also improves the experience. CTV offers a great opportunity to interact with your target audience in a more engaging way. CTV allows for highly targeted advertising capabilities so you can reach specific demographics and households with tailored messages. Additionally, CTV provides valuable data insights that enable you to measure campaign effectiveness accurately. If you haven’t embraced this advertising channel yet, you may be missing out on a growing and engaged audience. Here are three reasons you should add CTV to your advertising strategy. Global video ad impressions As a global platform, CTV has the unique ability to reach audiences worldwide. Unlike traditional TV, CTV transcends geographical boundaries and brings marketers a global audience, which makes it an ideal channel for global ad campaigns. No matter your target audience, they’re consuming content on CTV. In fact, a recent study showed that 51% of global video ad impressions came from CTV in 2022. This abundance of global video ad impressions generates vast amounts of data, which AI can process in real time to help you make data-driven decisions and optimize your campaigns for diverse international audiences. AI can analyze viewer data from various regions, identify audience preferences and behaviors across borders, and tailor ad content accordingly. These data analysis capabilities ensure your ads get in front of the right viewers. Viewers prefer ad-supported CTV In 2020, the viewing time of ad-supported CTV surged by 55% while subscription video on demand decreased by 30%, according to TVision Insights. Viewers have a well-established preference for ad-supported CTV due, in part, to cost-effective access to premium content. Viewers are more engaged and less resistant to ads, as AI tailors ad content to viewer preferences and behavior to enhance ad relevance. AI-powered insights can also aid in viewer retention and help you optimize your CTV campaigns. By accommodating viewers’ preference for ad-supported CTV and harnessing AI to improve the ad experience, you’re more likely to be successful in your marketing efforts. CTV outpaces mobile and desktop for digital video viewing eMarketer recently reported that U.S. adults spend 7.5+ hours each day on CTV — more than half of their digital video viewing time. Comparatively, they only spend 37.5% of their viewing time on mobile and 10% on desktops and laptops. These statistics demonstrate that CTV has become the preferred platform for digital video consumption, as viewers enjoy larger screens with superior quality for an immersive experience. It's important to note that AI is an essential CTV marketing tool, as it allows for precise targeting and content optimization. By utilizing AI on CTV, you can take advantage of this trend and deliver more engaging and effective campaigns to a growing and engaged audience. How is AI already being used in CTV? CTV has been integrated with AI across various facets and has revolutionized the television landscape. Here's a look at how AI is already shaping the CTV experience: Generative AI ads Generative AI ads are taking CTV personalization to a whole new level. These innovative ads are customized versions of the same CTV ad to suit individual viewers. Some AI tools can generate several versions of the same CTV ad — swapping the actor’s clothing and voiceover elements like store locations, local deals, promo codes, and more — and can create up to thousands of personalized iterations in just a few seconds. Such capabilities are a game-changing approach to connecting with your audience. Next, we dive into the advantages and impact of generative AI ads, and explore their transformative role in CTV advertising. Contextual ads vs personal data Generative AI ads use personal data, such as viewing history and demographics, to create highly personalized ad experiences. This sets them apart from contextual ads, which rely solely on the content being viewed. Using AI to harness this data, you can move beyond traditional contextual targeting and ensure your ads connect with viewers on a more individualized level. Generative AI ads can be used to A/B test Generative AI ads are not just about personalization; they also open the door to A/B testing. Being able to create several versions of one ad quickly allows you to experiment with various ad elements, such as messaging, visuals, and calls to action, to identify what works best for different segments of your audience and drives the best performance. This flexibility is especially valuable for refining ad campaigns and maximizing their impact. What’s next for AI-generated ads like this? The potential of AI-generated ads is exciting. As AI technologies constantly advance, we can expect even more personalized and automated CTV advertising. It’s a good idea to keep up with the latest AI-driven innovations to create more effective ad campaigns in the fast-evolving CTV space. The possibilities are endless, and you’ll likely find the most success when you embrace AI in CTV advertising. Optimize streaming quality AI helps viewers enjoy more seamless CTV experiences. By assessing network speed and user preferences, AI optimizes video quality in real time to reduce buffering interruptions. For instance, streaming platforms use AI to adjust video settings based on a user's connection speed. This guarantees an uninterrupted and enjoyable viewing experience. Review content for compliance AI also has a part to play in quality assurance and compliance management. It assesses content alignment with technical parameters and moderates compliance with local age restrictions and privacy regulations. This means AI can identify and filter out unsuitable content to provide a safer and more enjoyable viewing environment for audiences while safeguarding brands from association with undesirable material. Voice command AI-powered voice command technology is increasingly used to control CTV viewing. This technology is embedded in streaming devices and smart TVs and allows viewers to interact with their CTV content through voice-activated commands. This personalizes the viewing experience and improves convenience, as it eliminates the need for remote controls. CTV-integrated voice assistants like Google Assistant, Amazon Alexa, Apple Siri, and Samsung Bixby offer a more human-like interaction with the television, allowing users to give commands and receive tailored responses. Content recommendations AI can offer content recommendations that provide viewers a more personalized and engaging experience. Major over-the-top (OTT) services like Netflix, Hulu, and Amazon Prime use AI-driven data analysis to deliver tailored content suggestions to their audiences. By analyzing user habits in detail, AI can recommend content based on factors such as actors, genres, reviews, and countries of origin. This personalized approach helps viewers discover content that matches their preferences and enhances their viewing experience. Advertising Programmatic ad buying, driven by AI, automatically matches ad placements to specific audience segments based on behavioral patterns. It improves ad delivery by moving away from gross rating points (GRP) to more intelligent and targeted placements. This benefits marketers by ensuring ads are seen by the right people at the right time. It’s also cost-effective for publishers, as it maximizes the sale of ad spots to suitable buyers. Automatic content recognition (ACR) technology, which AI powers, is integrated into smart TVs and streaming devices to improve ad relevance. It provides contextual targeting and extends the reach of ads across multiple devices. For example, platforms like Roku use ACR data to display ads to viewers who haven’t seen them on traditional TV. Similarly, Samba TV retargets mobile users based on IP address and aligns their viewing habits with their smart TVs. Demand-side platforms CTV advertising relies heavily on demand-side platforms (DSPs) to efficiently manage and optimize ad campaigns. These platforms use machine learning and AI in several important ways: Using machine learning and AI to address data fragmentation Data is abundant but fragmented when it comes to CTV advertising. DSPs are flooded with a massive amount of data, including information about households, viewer behavior, and viewing patterns. This data is far too much for manual analysis to handle effectively, which is where AI comes in. By integrating machine learning algorithms into DSPs, AI can harmonize this fragmented data and provide valuable insights and a holistic view of your audience. AI can process zettabytes of data in real time, which streamlines the decision-making process and empowers you to compete quickly for limited CTV impression opportunities. Predicting advertising outcomes with AI AI is quickly changing the way we predict and optimize advertising outcomes. TV buying and optimization platforms are now using AI to improve ad performance. With machine learning, these platforms can anticipate which ad creatives will produce the best results based on various non-creative factors. These include the context of the ad, the audience's profiles, the time of day it is displayed, and the frequency of the ad display. By relying on AI to make these predictions, you can make sure your campaigns are highly optimized for success and deliver more relevant, compelling ads to viewers. Optimizing generative ads AI is also driving optimization in generative ads. These personalized versions of the same CTV ad can be tailored to suit individual viewers. By utilizing AI-driven analytics, DSPs can process extensive amounts of data in real time and optimize generative ads to ensure they align with viewers' preferences and behaviors. This level of personalization is a game-changer in CTV advertising that boosts engagement and delivers content that truly resonates with the audience. Add AI to your CTV strategy today Integrating AI into your CTV strategy can help you stay competitive and ensure your ad campaigns are effective and engaging. At Experian, we’re ready to help you elevate your CTV advertising and implement AI as part of your strategy. Our solutions, such as Consumer View and Consumer Sync, provide valuable audience insights, enhance targeting capabilities, and optimize engagement on TV. Plus, our partnerships with leading media marketing solutions can help you achieve greater success through effective advanced television advertising. As you incorporate AI into your CTV strategy, you’ll be able to make more data-driven decisions, deliver more relevant content, and reach the right audience at the right time. Explore Experian's TV solutions and empower your CTV advertising with AI today. Start exploring Latest posts
The digital advertising landscape is undergoing a significant transformation with the gradual deprecation of third-party cookies. This shift necessitates the adoption of new strategies for audience targeting and data management. In our next Ask the Expert segment, we explore this evolution, discussing new strategies for audience targeting and data management in a world without cookies. We’re joined by industry leaders, Gabe Richman, Senior Director of Data Partnerships at The Trade Desk, and Chris Feo, Experian’s SVP of Sales & Partnership who spotlight The Trade Desk’s innovative approach to navigating a cookieless future. Tune in to our Q&A below to learn more about these topics and learn how the collaborative efforts of Experian and The Trade Desk offer a glimpse into the future of advertising. Cookieless IDs are the new face of identity in advertising Traditional tracking and targeting techniques are being replaced by more advanced and privacy-conscious methods. Unified I.D. 2.0 (UID2), led by The Trade Desk, exemplifies this shift, offering a new identifier based on encrypted email addresses or phone numbers. This approach not only caters to the evolving privacy regulations but also places greater control in the hands of consumers. UID2’s design fundamentally differs from cookies since it is rooted in transparency and consumer consent. UID2: A catalyst for industry-wide adoption UID2’s journey reflects a rising industry-wide recognition of its value across the industry. The adoption of UID2 by major publishers, demand-side platforms, and advertisers indicates a shift toward more sustainable and consumer-friendly approaches to identity in advertising. This is particularly evident in areas like connected TV (CTV), where UID2 is rapidly becoming a currency and standard. “The purpose of UID2 is not only to create a better ID for advertisers and publishers to achieve their objectives, but also to benefit the consumers. Unlike cookies, UID2 provides transparency and control to the consumers for the first time.”gabe richman, sr. director, data partnerships, the trade desk How Experian and The Trade Desk work together The partnership between The Trade Desk and Experian goes beyond adapting to the absence of cookies. Our joint efforts highlight a commitment to developing solutions that cater to advertiser’s needs while respecting consumer privacy, a balancing act becoming increasingly crucial in today’s digital ecosystem. The Trade Desk's emphasis on UID2 as a foundational element in the open web, campaign design, and activation is a testament to the potential of new identifiers in enhancing advertising efficacy. Similarly, our ability to utilize these identifiers to deliver detailed audience insights offers advertisers a powerful tool to remain effective in a post-cookie world. Experian’s role in the adoption of UID2 Experian's integration strategies have played a critical role in diversifying the applications of UID2. By partnering with The Trade Desk, we help broaden the reach and effectiveness of UID2 across various advertising channels. In terms of reach – by incorporating a prominent cookieless ID, we further amplify the reach of UID2. The increased adoption of this new ID allows the digital ecosystem the ability to interact using an alternative identifier, thereby broadening the potential audience. In terms of effectiveness – we help advertisers serve relevant ads to the right audiences, ensuring the relevance of the ads and control over their frequency. Targeting with Geo-Indexed audiences The Trade Desk works with Experian to ingest and host our syndicated audiences. This partnership gives The Trade Desk’s clients access to over 2,400 syndicated audiences that span across eight verticals. This includes access to our new Geo-Indexed audiences that allow brands to reach consumers and households based on geographic regions that over-index for a common set of attributes, ultimately offering brands a targeting solution that prioritizes both consumer privacy and accuracy. What a future beyond cookies looks like Looking ahead, the focus in advertising is not solely on replacing cookies but on a broader evolution of the industry. This includes continuing to apply machine learning technologies, like artificial intelligence (AI), to enhance ad personalization and effectiveness. The interplay between creative content, audience insights, and privacy-compliant targeting will become increasingly important as the industry evolves. As cookies become a thing of the past, the initiatives spearheaded by The Trade Desk and Experian will likely set the tone for the next era of digital advertising, and emerging solutions like UID2 are leading the way. Watch the full Q&A Visit our Ask the Expert content hub to watch Gabe and Chris' full conversation about cookieless advertising. In their conversation, Gabe and Chris share more about UID2, consumer transparency, and the importance of consumer data for targeted advertising. Connect with us About our experts Gabe Richman, Sr. Director, Data Partnerships, The Trade Desk Gabe Richman is the Senior Director of Data Partnerships at The Trade Desk where he focuses on global identity strategy and platform partnerships as well as driving UID2 and EUID adoption across the broader ecosystem. Prior to joining The Trade Desk in 2021, Gabe held various roles in AdTech at HealthVerity, Wunderkind and LiveRamp. For the last decade Gabe has taken pride in helping advertisers and platforms alike demystify the complex identity landscape and embrace the change needed to preserve the open internet. Gabe is a graduate of the University of Maryland and resides in Los Angeles. Chris Feo, SVP, Sales & Partnerships, Experian As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats! Latest posts