Advances in retail media — and what they mean for the future of advertising

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. BenefitWhat it means for youClarityReach the right audience with the personalized messages they want, instead of hoping the right people are watchingEfficiencyAvoid wasted impressions by focusing spend where interest already existsHigher ROIImprove conversion by delivering messages that feel relevantOmnichannel consistencyCarry the same message across digital and TV without starting overMeasurable impactConnect exposure to actions so performance is clearPrivacy and complianceActivate 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 buysAddressable advertising buysYou pay for broad reachYou pay for relevant reach to defined audiencesAds run by placement or programAds are delivered to known households or individualsPersonalization is limitedPersonalization is built into deliveryMeasurement indicates trends, not who actually actedMeasurement 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: FactorWhat it isWhy it mattersFirst-party dataData from your own relationships (site activity, app activity, CRM, emails, purchases)It’s your most direct view of existing customers and prospectsThird-party household and individual dataDemographic, behavioral, lifestyle, interest, and intent attributes from trusted providersIt fills gaps so your audience definitions don’t collapse when your own data is limitedIdentity resolutionA privacy-first way to match people across devices, households, and channelsIt improves accuracy so you don’t over-message the same people or miss them entirelyContextual signalsPage-level, content, or viewing context where ads appearIt 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. ScenarioWhy addressable helpsProduct launches and seasonal pushesReach people who are more likely to care without flooding everyone elseHigh-consideration purchases (auto, travel, financial services)Focus on likely intent and suppress audiences that don’t fitCross-channel campaigns (digital, TV, mobile)Keep messaging consistent across screensWhen using first-party data with AIUse AI customer segmentation to scale responsibly and improve performance without sacrificing accuracyRegulated categoriesRely 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 enablesWhy it mattersPredictive, intent-based audiencesAnalyze behavioral and transactional data to group people based on likely next actionsBroader audience availabilityAs more data signals are incorporated responsibly, AI makes it possible to support a wider range of addressable audience options without sacrificing accuracyDeeper insights from dataDiscover what people care about, how intent is forming, and which signals are most important with larger, more diverse data setsReal-time audience updatesKeep segments aligned as behaviors change, not weeks laterHigher accuracy, less guessworkRely on data-driven patterns for decision-making instead of assumptionsOngoing optimizationRefine 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 enablesWhy it mattersHousehold-level targetingDeliver messages that reflect who’s watching, not just what’s onFrequency control across screensReduce overexposure and improve viewer experienceCross-channel measurement and attributionConnect TV exposure to digital actions, site visits, and conversionsMore efficient use of TV spendBring 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 What is addressable advertising? Addressable data-driven advertising involves delivering personalized ads to specific individuals or households using privacy-safe data and identity. What is an addressable audience? An addressable audience is a defined group of consumers you can identify and reach based on known household or individual attributes. What makes advertising addressable? 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. Is addressable advertising just for TV? Addressable advertising isn’t just for TV; it also works across digital, mobile, streaming, and social channels. How does AI help addressable advertising? 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. Can addressable advertising work without cookies? Yes — identity resolution and first-party data are key to cookieless addressability. How does Experian support addressable advertising? 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

Year after year, CES signals where marketing is headed next. In 2026, the message was clear. Progress comes from connecting data, intelligence, and outcomes with discipline, not spectacle. Across AI, programmatic media, and measurement, the same priorities surfaced again and again. Under the bright lights of Las Vegas, three themes cut through, and each one pointed to a future where data, intelligence, and outcomes move in lockstep. Here are the three themes that defined CES 2026. 1. Agentic AI proved that it’s only as good as its data inputs AI was once again the star of the show. At CES 2026, marketers focused less on demos and more on proof that AI improves decisions, reduces friction, and drives outcomes. Every credible use case traced back to accurate, privacy-first data. What changed at CES was how that intelligence is being applied. Agentic AI systems designed to act autonomously are moving beyond insights and into execution. From media buying to optimization, these agents are increasingly expected to make decisions at speed and scale. That shift raises the stakes for data quality. When AI is operating campaigns, not just informing them, accuracy and privacy are non-negotiable. “This year's CES made agency priorities crystal clear. Efficiency, differentiation, and outcomes. As agentic AI takes on more responsibility across planning, activation, and measurement, Experian gives agencies a robust data and identity foundation they can trust to own the outcome for every client.”Greg Williams, Chief Operating Officer Without accurate, privacy-compliant data, AI agents struggle to reflect real behavior or support responsible personalization. A reliable, privacy-first data foundation is what turns AI from an interesting experiment into an operational advantage. That advantage gets even stronger when it’s anchored in an identity graph that understands people and households across channels. When identity and intelligence move together, AI becomes more accurate, accountable, and effective at driving outcomes. In an AI first world, the strongest signal isn't scale. It's data quality. 2. Curation goes mainstream Curation is no longer experimental. At CES, it showed up as a mandated capability for buyers and sellers navigating fragmented signals and complex supply paths. Marketers want intentional media buys they can explain, defend, and repeat. AI is accelerating this shift. As AI systems take on more responsibility for planning, packaging, and optimization, curation provides the guardrails. It defines what “good” looks like (premium supply, trusted data, and clear performance goals), and allows AI to operate within those constraints driving the optimal outcomes for marketers. “Our sell-side clients walked into CES asking how to stand out in a crowded landscape. The answer kept coming back to data-driven curation. With Experian Audiences and Curated Deals, SSPs and publishers can improve targeting within PMPs, package inventory more intelligently, and prove value with confidence. As we head into 2026, data is no longer a supporting input. It needs to be at the center of every conversation.”Chris Meredith, Head of Sell-Side Rather than maximizing inventory access, curation prioritizes control, transparency, and performance. Buyers want premium supply aligned to specific goals. Sellers want clearer paths to demand. They can play the odds or own the outcome. When data leads, they own it. When curation is powered by high-fidelity audiences and a connected identity framework, it becomes even stronger. That’s what allows curated deals to deliver clarity, confidence, and repeatable performance. This shift reflects a broader move away from probability-based buying toward outcome ownership, where AI-driven systems are measured not on activity, but on results. 3. Activation and measurement finally shared the same stage Activation and measurement are now coming together around shared data and identity. CES 2026 marked a turning point where closing the loop felt achievable, not aspirational. Both the buy-side and sell-side face pressure to show that media investment drives outcomes. Agentic AI was a quiet driver of this optimism. As AI agents increasingly manage activation decisions in real time, marketers need measurement systems that can keep up. That requires a shared data and identity foundation. One that allows AI-driven actions to be evaluated against outcomes consistently, across channels and partners. In healthcare, accuracy is everything. Our clients need to reach patients and healthcare professionals in ways that respect privacy while driving meaningful outcomes. CES underscored that privacy, identity, and measurement must work in harmony. That’s how health marketers reduce risk and increase the likelihood that every message leads to better care.Sheila Wirick, Sales Director, Health Achieving that requires a consistent identity spine that connects planning, activation, and outcomes across channels. And that spine is strongest when it’s built on accurate, privacy-first data and audiences that understand people and households. That connection allows marketers to move beyond proxy metrics and evaluate performance based on tangible results. When campaigns and measurement rely on the same data foundation, AI-driven platforms can optimize toward outcomes such as new customers, account growth, or in-store activity, not just delivery metrics. That’s the connective layer that turns disconnected touch points into a measurable, outcomes-based system. Our 2026 Digital trends and predictions report is available now and reveals five trends that will define 2026. From curation becoming the standard in programmatic to AI moving from hype to implementation, each trend reflects a shift toward more connected, data-driven marketing. The interplay between them will define how marketers will lead in 2026. Download now Three takeaways from CES 2026 AI is maturing, but only for teams with accurate, connected, privacy-first data that AI agents can act on responsibly. Curation is scaling, giving both humans and AI systems clearer paths to quality, control, and differentiation. Activation and measurement are aligning, allowing AI-driven decisions to be judged on outcomes, not assumptions. We’re building for that world today. One where agentic AI operates on a trusted data and identity foundation, curation defines the rules, and outcomes determine success. With the right foundation and the deep data inputs, you can move faster, reduce risk, and let intelligence (human and artificial) work together to deliver results that last long after the neon lights fade. Connect with us FAQs What was the biggest shift discussed at CES 2026 for marketers? The biggest shift was the move from hype to accountability. Marketers focused on data quality, intentional media buying, and outcome-based measurement rather than experimental technology. Why did AI discussions emphasize privacy-first data? Privacy-first data supports accuracy, compliance, and trust. AI models built on unreliable or opaque data struggle to reflect real consumer behavior and create risk for brands. At Experian, privacy and compliance are built in. Every data signal, attribute, audience, and partner goes through our rigorous review process to meet federal, state, and local consumer privacy laws. With decades of experience in highly regulated industries, we’ve built processes that emphasize risk mitigation, transparency, and accountability. How does curation help reduce programmatic complexity? Curation simplifies buying by pairing premium inventory with specific audience and performance goals. This approach reduces waste and creates clearer, more repeatable buying paths. With the acquisition of Audigent, Experian is now more than just a premier data provider. We’re also a full-service curation partner. Together, we deliver end-to-end programmatic curation across data, inventory, and optimization, helping brands and publishers unlock smarter, more scalable media strategies. What does it mean to align activation and measurement? It means using the same identity and data foundation to plan campaigns and evaluate results. This alignment allows marketers to measure success based on business outcomes, not just delivery metrics. With Experian, marketers can plan, reach, and measure in a connected cycle. Every impression is measurable. Every audience is accurate. Every decision is powered by data ranked #1 in accuracy by Truthset. Why is identity central to all three CES themes? Identity connects data across channels and stages of the customer journey. It enables accurate AI, effective curation, and consistent measurement within one system. Experian delivers identity resolution at the scale, accuracy, and compliance required by the world’s largest enterprises. Our solutions are:- Built on trust: Backed by 40+ years as a regulated data steward and rated #1 in data accuracy by Truthset, so you can act with confidence.- Powered by our proprietary AI-enhanced identity graph: Combining breadth, accuracy, and recency across four billion identifiers, continuously refined by machine learning for maximum accuracy.- Seamlessly connected: Pre-built data integration with leading CDPs, DSPs, and MarTech platforms for faster time to value.- Always up to date: Frequent enrichment and near-real-time identity resolution through Activity Feed for timely personalization and more responsive customer engagement.- Privacy-first by design: Compliance with GLBA, FCRA, and emerging state regulations baked in at every step, supported by rigorous partner vetting. Latest posts

Why an identity framework matters more than any single identifier   The challenge facing marketers today isn't a single identifier on a deprecation timeline; it’s the increasing fragmentation of signals and identifiers across browsers, devices, apps, and platforms. This shift introduces complexity into how audiences are reached and measured, as signals behave differently in every environment, and it becomes more complex to piece together a complete view of the consumer. Each environment contributes to its own set of visibility gaps, making identity less predictable and more uneven. The result is a patchwork of inconsistent identity signals rather than a single, predictable decline. While you can’t control how platforms evolve, you can control how you respond to fragmentation. The future won’t be defined by the loss of any single identifier, but by your ability to unify, interpret, and activate the many signals that remain. Marketers who adopt a flexible, identity framework will be best positioned to create consistency in an otherwise fragmented landscape. At Experian, we believe flexibility starts with intelligence. For decades, we’ve used AI and machine learning to help marketers understand people’s behavior more clearly, respect their privacy, and deliver messages that drive business outcomes. Our technology brings identity, insight, and intelligence together, so even as the number of signals grows and becomes more varied across environments, marketers can reach the right people with relevance, respect, and simplicity. This intelligence acts as the connective tissue across fragmented ecosystems, ensuring marketers can recognize and reach audiences consistently wherever they appear. What forces are driving fragmentation in identity and signals? Changes to traditional IDs Since Apple introduced App Tracking Transparency (ATT), access to the Identifier for Advertisers (IDFA) has become inconsistent across apps and devices. Google’s evolving Android privacy roadmap adds another layer of variability, fragmenting mobile addressability. Safari and Firefox have long restricted third-party cookies, while Chrome continues to support them for now. This creates different signal availability across browsers, contributing to an uneven and increasingly fragmented identity landscape on the open web. Shifts in signals IPv4 to IPv6 migration introduces mismatched identity structures that complicate continuity across environments. Platform-driven fragmentation Closed ecosystems and uneven adoption of evolving RTB standards (like OpenRTB 2.6 updates designed to support new identifiers and consent signals) create differences in which identifiers and consent signals are shared in the bidstream. At the same time, the rise of alternative or “universal” IDs—often developed by individual platforms, publishers, or technology companies—means that multiple ID types can appear within the same auction, each with its own structure, rules, and level of support. These differences reduce interoperability across platforms and contribute to a more fragmented activation landscape. Each change creates an identity silo. Together, they form an ecosystem defined by fragmentation rather than absence. Without an identity framework, these environments operate as disconnected identity islands. A multi-ID world requires a unified identity framework Alternative IDs play an important role, but they also expand the number of signals marketers must reconcile. Without a consistent identity layer, more IDs often mean more complexity—not more clarity. Common alternative IDs in use today: UID2: The Trade Desk’s Unified I.D. 2.0, an iteration of their original Unified ID 1.0, which was still reliant on third-party cookies, creates persistent IDs with user-provided email addresses and phone numbers. ID5: This independent identity provider builds an identity infrastructure that powers addressable advertising across channels. It can create an ID based on both deterministic and probabilistic data. Hadron ID: Hadron ID is a unique, interoperable identity system (including first-party, audience-based, contextual, deterministic, and probabilistic) developed by Audigent, now part of Experian, to drive revenue for publishers by making their audience data and inventory actionable for media buyers. Industry reports suggest roughly one-third to two-fifths of open-auction traffic carries alternative IDs, sometimes multiple per request. Among Experian clients, adoption of alternative IDs rose 50% year over year, with a 30% increase in IDs resolved to individuals via our Digital Graph. Identity isn’t disappearing; it’s multiplying. A modern identity framework resolves these identifiers into a single, privacy-safe consumer view. Why CTV makes an identity framework essential Beyond alternative IDs, device-level identifiers also play a major role in today’s ecosystem and add to the fragmentation marketers must navigate. Connected TV (CTV) environments introduce additional fragmentation. CTV IDs A CTV ID is an identifier used to deliver, target, and measure ads on CTV devices, including smart TVs, streaming devices, gaming consoles, and more. Unlike MAIDs, which act as universal device identifiers across apps, CTV environments often generate multiple, platform-specific IDs for the same physical device. Different operating systems, publishers, or streaming platforms may each assign their own identifier—such as Roku ID for Advertisers, Amazon Fire Advertising ID, Samsung TIFA, or Apple IDFA for CTV. As a result, a single household or TV can appear under several distinct IDs, making cross-app or cross-platform recognition more complex and further reinforcing the need for a unified identity framework. Experian’s identity framework is powered by predictive and generative intelligence that makes resolution faster and more human-centered. Our AI models fill gaps where data signals are missing, infer behaviors responsibly, and continuously optimize for accuracy, so marketers can personalize ads responsibly, even in a fragmented ecosystem. More importantly, our framework normalizes signals across disconnected environments, creating a consistent identity spine that follows the consumer through their fragmented digital journey. An identity framework connects online and offline signals Fragmentation extends beyond digital environments. Marketers manage offline data from in-store transactions, loyalty programs, household identifiers, and phone numbers that rarely align cleanly with digital signals. As consumers move between online and offline touch points, an identity framework connects these signals into a coherent view of the individual. This foundation allows marketers to recognize the same consumer across environments that expose different identifiers. Four keys to future-proofing your media with an identity framework 1. Know your customer: Unify and enrich your first-party data First-party data is a marketer’s most durable asset, but it’s often scattered and incomplete. Unify it: Bring CRM records, site interactions, and loyalty data into a single platform to build a holistic customer view. Use Offline Identity Resolution to resolve your first-party offline personally identifiable information (PII) back to a consolidated consumer profile, removing duplication of users in your data set. Enrich it: Append Experian Marketing Attributes to uncover demographics, lifestyle markers, and purchase behaviors you can’t see on your own, and use Offline Identity Append to fill in missing offline data points (such as name, address, phone, etc.) to create a more complete and actionable customer profile. This gives you richer profiles that drive more personalized targeting and messaging. Fragmented ecosystems make unified first-party data even more essential. A connected view allows marketers to anchor identity against a stable, proprietary foundation. As identifiers vary across environments, marketers need flexible, privacy-first ways to understand where their audiences are and how to reach them. 2. Find your customer: Expand how you discover and reach audiences in a fragmented landscape As identifiers vary across environments, marketers need flexible, privacy-first ways to understand where their audiences are and how to reach them. Contextual signals: Experian’s Contextually-Indexed Audiences map content to consumer insights, so you can target intent-rich environments. Geographic insights: Our Geo-Indexed Audiences help you find regions that over-index for specific traits and activate them across your preferred platforms. Syndicated and Partner Audiences: Choose from 3,500+ prebuilt segments or 30+ partner data sources spanning health, retail, travel, and more. Curation: As a full-service curation partner, we enable private marketplace (PMP) deals that are privacy-safe, identity-agnostic, and performance-optimized. Together, these approaches help you confidently reach your audiences – using multiple types of signals that complement your identity strategy and create a clearer picture across fragmented environments. 3. Reach your customer: Maximize scale through interoperability As signals and identifiers proliferate across environments, interoperability is essential to maintain consistent reach. Experian’s Offline and Digital Graphs unify disparate signals (MAIDs, CTV IDs, alternative IDs, IP, and more) so marketers can recognize and engage audiences reliably across channels, devices, and platforms. Interoperability matters because it turns a collection of disconnected identifiers into a coherent identity framework that can actually be activated. The following capabilities demonstrate how that comes to life. Unified identity: Create a consistent view of your audience, even when different environments expose different identifiers. Experian’s identity framework connects these signals into a single, actionable identity spine. Expanded reach: OpenX enriched its supply-side identity graph with Experian’s audiences, making our data available directly across OpenX supply and formats. By matching more of the starting audience and identifying more users in the bidstream, marketers see higher match and activation rates, extending reach in hard-to-address environments like Safari and mobile web. Measure success: Optimize based on outcomes If you can't measure your marketing, you can't improve it. Experian Outcomes, powered by our holistic understanding of the user across online and offline touch points, closes the loop by connecting media exposures to real-world actions (store visits, purchases, or site conversions). With these insights, you can: Prove ROI across digital and TV Attribute success to the right channels and tactics Continuously refine targeting, creative, and spend allocation Outcome-based measurement makes your strategy adaptive, so dollars flow to what drives results. As signals multiply across environments, connecting exposures to outcomes requires a unified identity foundation. Experian closes the loop by unifying exposures across disconnected touch points, enabling holistic attribution and optimization. Our AI-powered simplicity drives continuous improvement. From predictive modeling to agentic workflows that automate optimization, we’re investing in generative AI to help marketers spend less time on manual setup and more time on strategy and outcomes. The Experian identity framework advantage Experian connects fragmented signals into a single, actionable identity framework built for long-term resilience. What our identity framework delivers Interoperability: We support all major identifiers, including alternative IDs, IP address (v4 and v6), contextual signals, and both first- and third-party data. Flexibility: Whether you’re activating syndicated audiences, tapping into partner audiences from 30+ data providers, or curating custom segments through Audigent, our solutions meet you where you are. Scale: With four billion IDs resolved in our Digital Graph and 280 million telephones in our Offline Graph, we deliver unmatched reach across digital and offline environments. AI that makes marketing more human: We bring together identity, insight, and automation through responsible AI, helping marketers see audiences clearly, act with intelligence, and optimize with respect for privacy. Our approach is delivering results across a range of programmatic players. These outcomes demonstrate how a unified identity framework delivers performance in environments where signals, identifiers, and devices operate in silos. Proven results powered by Experian’s identity framework Sonobi increased programmatic addressability across the mobile web by 25% and delivered a 20% lift in impression value through our identity graph, driving stronger campaign connections and greater publisher returns. One DSP used our Digital Graph to match more MAIDs, CTV IDs, and IP addresses to online conversions, enabling increased accuracy of their attribution and measurement. They achieved an 84% synced ID rate and a 9% increase in match rate. For Cuebiq, we significantly increased match rates and resolved data from cookieless environments, such as Safari. By combining separate data streams and resolving 85% of total events to a household, Cuebiq expanded on the household IDs to identify MAIDs that are observed in-store, enabling accurate cross-channel measurement. Our Digital Graph allowed MiQ and their clients to expand the reach of their seed audiences across devices by 51% and cookieless IDs by 64%. As a result, MiQ can provide marketers with future-proofed connected planning, advanced targeting, and precise measurement. We’re your partner in building identity framework that lasts: resilient to change, adaptive to new signals, and focused on outcomes. What comes next for signals and identity? The future isn’t defined by any single identifier. It’s defined by the ability to unify and activate across a fragmented identity ecosystem. The winners will be those who adopt interoperable, outcome-driven identity frameworks today. Those strategies will increasingly be powered by responsible AI, systems that simplify workflows, predict opportunity, and optimize in real time while keeping people at the center. At Experian, we see AI not as automation for its own sake, but as a way to make marketing more human, relevant, and respectful. Your playbook for navigating fragmentation Experian connects the fragmented identity ecosystem, unifying alternative IDs, IP signals, contextual data, and first- and third-party assets into a consistent, actionable identity foundation. With proven lift across partners like Sonobi and new offerings like Contextually-Indexed Audiences, we help you build campaigns that perform in a fragmented landscape. Download our 2026 Digital trends and predictions report to explore how identity, interoperability, and measurement will define the future of advertising. Download About the author Henry Schenker Group Product Manager, Experian Henry has nearly 15 years of experience in Digital Advertising, Social Media Marketing, Data Licensing & Analytics, Front-End Engineering, Technical Architecture & Integrations, Profit & Loss Management, and Enterprise-Level Contract Negotiation across the U.S., EMEA, and Asia Pacific regions. Prior to re-joining Experian, Henry held critical go-to-market and product roles at noted industry-disruptors Media.Monks and Attain. From 2018 – 2020, he served as the Vice President, APAC of Innovid (now publicly traded, NYSE:CTV), leading the company's expansion into Japan, Singapore, and Australia. The preceding 4 years with Tapad (acquired by Experian), allowed Henry to become a seasoned Sales Engineer, grow and lead a global Technical Integrations team, and relocate to Singapore, leading sales and operations in the APAC region. Before beginning his career and learning front-end engineering on-the-job at Wyng (formerly Offerpop), Henry received a dual-major (BA/BS) in Sociology and Economics & Finance from Bard College in New York. FAQs Why is signal and identity fragmentation increasing across digital and offline channels? Signal and identity fragmentation is increasing across digital and offline channels because consumers now engage across more devices, platforms, and environments. Each environment introduces its own identifiers and privacy rules. This growth creates more signals overall, which increases the need for unification rather than reliance on a single ID. How should marketers think about alternative IDs in a multi-signal ecosystem? Alternative IDs add reach and coverage when they connect through a common identity framework. They work best alongside first-party data, device identifiers, and contextual signals. Resolution turns multiple IDs into one consistent view of the consumer. What role does unified identity play in CTV and cross-device media? CTV environments often assign multiple platform-specific identifiers to the same household or device. A unified identity layer links those identifiers together. This approach supports consistent audience recognition across streaming apps, devices, and digital channels. How does unified identity support accurate measurement and attribution? Unified identity connects media exposure to outcomes across digital, TV, and offline touch points. It enables marketers to see how different channels contribute to real actions like visits or purchases. Measurement improves when identity remains consistent across the full journey. Why does an identity strategy matter beyond digital advertising? Identity extends into offline signals such as transactions, loyalty activity, and household data. A unified foundation aligns online and offline interactions into one coherent profile. This connection supports planning, activation, and measurement across the entire customer experience. Latest posts