At A Glance
AdRoll and Experian help marketers grow the full funnel by combining audience data, identity resolution, and connected TV (CTV) measurement. Marketers can reach new prospects, retarget across screens, and measure CTV's impact on website visits, keeping strategic decisions in human hands as AI takes on more optimization tasks.Key takeaways
- eMarketer forecasts that U.S. advertisers will spend more on connected TV ($17.73 billion) than primetime linear TV ($16.98 billion) in 2026.
- AdRoll’s Household Reach & Site Visit report, built on Experian’s Digital Graph, links CTV exposure to later website visits at the household level.
- Marketers can access Experian Audiences and Experian Audience Engine directly inside AdRoll’s campaign workflow without a separate data integration.
- AdRoll recommends a clear AI framework: people set the what and why, while AI manages the how and how much of campaign execution.
Finding new customers is only part of the challenge. Marketers also need to reach the right people across CTV and digital channels, then understand what happens after the first impression.
Will Nixon, Head of Data Partnerships at AdRoll, joined us to discuss how Experian Audiences and cross-device identity help marketers fill the funnel, prove CTV’s impact on the customer journey, and keep people in charge of strategy as AI takes on optimization.
Reach, accuracy, and proof don’t always move together
Growth marketers must balance scale, relevance, and proof. Layer too many audience segments and reach shrinks; go too broad and relevance suffers. CTV adds a measurement challenge because viewers can’t click the ad, leaving last-click attribution unable to capture the full journey.
That matters as CTV attracts more investment. For the first time, eMarketer forecasts that U.S. advertisers will commit more of their upfront TV budgets to CTV ($17.73 billion) than to primetime linear TV ($16.98 billion) in 2026.
As more budget moves to CTV, the pressure to prove it’s working grows with it. Marketers need to reach the right people consistently, then connect ad exposure to what happens next. That’s where the AdRoll and Experian partnership comes in: Experian’s audience data brings new prospects into the funnel, AdRoll’s long track record in retargeting keeps the conversation moving toward purchase, and a durable identity layer connecting the journey across screens.
Building the funnel on Experian data, inside AdRoll
AdRoll gives marketers access to Experian audience data right inside the campaign workflow, so they can plan and activate campaigns without a separate data integration.
Together, these capabilities help marketers move from understanding an audience to reaching it, then connect campaign activity across devices.
Connecting the big screen to what happens next
CTV gives marketers a powerful way to reach people, but the lack of a click can make it difficult to connect an ad exposure directly with later engagement.
AdRoll’s Household Reach & Site Visit helps marketers connect CTV exposure with later website engagement. Built on our identity graph, the report shows how many households a CTV campaign reached and how many of those households visited the marketer’s website after ad exposure.
That links two parts of the journey: CTV exposure and later website engagement from a digital device in the same household.
“This gives our sellers and our customers confidence to reinvest in CTV, because before this they were a little bit flying blind: we invested in CTV, we ran all these ads, but what was the impact of that? This helps tell that story.”
AdRollWill Nixon, Head of Data Partnerships
Where people stay in charge as AI takes on more campaign optimization
Even with AI handling more of the work, marketers still need to decide who leads and where the technology can help. AdRoll uses a simple framework: people own the what and why, and AI owns the how and how much.
People define the business outcomes and creative guardrails. AI can recommend how to allocate budgets across channels, measure performance, and learn from campaign data. The more of those decisions AI makes, the more data quality, governance, transparency, and marketer control matter.
“Humans own the what and the why: what are we trying to achieve for customers, and why does it matter to them? AI owns the how and how much: how are we going to reach the users, how much are we going to spend on each channel, and how are we going to measure it?”
AdRollWill Nixon, Head of Data Partnerships
This is also why the AdRoll and Experian relationship matters; Experian’s audience data and identity resolution give AdRoll a trusted, well-governed foundation, so marketers can rely on the data behind the how and how much while they stay focused on the what and why.
What this means for your next campaign
If you’re planning a full-funnel program, start with four questions:
Together, AdRoll and Experian help marketers connect audience understanding, activation, identity, and measurement across more of the customer journey.
Ready to grow your funnel with Experian and AdRoll?
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About our expert
Will Nixon
Head of Data Partnerships, AdRoll
Will Nixon is the Head of Data Partnerships at AdRoll, where he leads the commercial strategy for the company’s audience targeting and identity data products. A 15-year AdTech veteran, Will also leads supply path optimization strategy at AdRoll, as well as publisher development at Virool and Brand.net. Will also enjoys spending time in the mountains or the ocean while he awaits the 50-year storm.
FAQs
Experian’s Digital Graph connects mobile advertising IDs and CTV IDs to households, giving AdRoll’s Household Reach & Site Visit report the identity layer it needs. This lets marketers see how many households a CTV campaign reached and how many of those households later visited their website, closing a gap that last-click attribution can’t cover.
Experian Audiences are thousands of ready-to-use, syndicated segments covering demographics, financial profiles, intent, interests, and purchase behavior that marketers can select directly inside AdRoll. Experian Audience Engine works differently by letting marketers combine their own first-party data, such as an email list, with Experian’s Marketing Attributes to build a custom modeled audience when a syndicated segment isn’t the right fit.
CTV is harder to measure because viewers can’t click the ad, so last-click attribution models can’t capture the full path to a later action. That’s why household-level identity resolution, like the kind Experian’s Digital Graph provides, is necessary to connect a CTV ad exposure to what a household does next.
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NEW YORK, Oct. 16, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, and The Trade Desk, a global advertising technology leader, partnered to integrate The Trade Desk’s unified ID solution in April 2019. The Trade Desk’s unified ID solution’s objective is to serve as a standardized cookie ID to help marketers reach more of their audience on the open internet. After an initial six month period, Tapad reports significant adoption rates and enhanced customer results since their joint integration in April. As a result of the partnership, client brands, agencies, DMPs/ DSPs, Data Providers, Mobile Networks and Measurement/Analytics Providers, saw increased match rates up to 38% and more global coverage without compromising precision. With this combined offering, Tapad’s global, privacy-safe digital cross-device solution, The Tapad Graph, connects brands with consumers over 4 billion devices globally. Over 25 companies who license The Tapad Graph, such as Annalect, Semasio, Retargetly, and ThinkCX, have also included The Trade Desk’s unified ID solution as a key identifier in their graph output. “The vast improvement in scale that Tapad has seen illustrates the value digital identity resolution products can bring for brands,” said Nate Gawel, General Manager of Data Partnerships at The Trade Desk. “We’re looking forward to continuing work with Tapad to prove that the open internet can deliver the very same benefits many reserve for large platforms.” Adoption of the unified ID solution allows all parties across the supply chain (SSPs, DSPs, DMPs and data providers) to utilize The Trade Desk’s cookie footprint to increase their own cookie coverage across the global independent internet. For more information, please visit The Trade Desk’s unified ID solution site, or https://www.experian.com/marketing/consumer-sync to learn more about Tapad’s digital identity resolution products. About Tapad:Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity’s 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About The Trade Desk:The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize digital advertising campaigns across ad formats and devices. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, LinkedIn and YouTube. Contact us today
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