At A Glance
AI can make your holiday advertising more efficient, but identity makes it accurate. This season, the brands that connect their AI tools to a strong identity foundation will see measurable performance.Originally appeared in Adweek
This holiday advertising season, identity is the real differentiator
Marketers are betting big on AI to run their holiday advertising, using it to build predictive audiences, generate creative at scale, and optimize media buys in real time. The draw is clear: greater efficiency, delivered at scale.
But here’s the problem: without a solid identity foundation, AI is just guessing. And in a year when consumers are cautious and competition is fierce, guesses won’t deliver the outcomes you need.
Experian’s 2025 Holiday spending trends and insights report shows that success this season will depend on connecting the right data to the right audiences in real time.
Are shoppers really using AI to make holiday purchases?
Not yet. Only 12% of consumers plan to use AI tools to shop this season, mostly for finding discounts. Instead, trusted influences (like retailer websites, product reviews, and recommendations) still guide buying decisions.
For marketers, that’s a signal to focus on credibility and connection. AI can support your holiday advertising strategy, but trust still wins the sale.
Consumer sentiment heading into the holidays is low, but that could mislead marketers
How marketers are really using AI in holiday advertising
Behind the scenes, AI is working overtime. Teams use it to segment audiences, test creative, and optimize media in real time. These capabilities are powerful, but only if they’re grounded in accurate, persistent data.
Think about the typical holiday shopper. They may browse a product online, validate it in store, and finally purchase days later from a different device than they used while browsing. If AI isn’t anchored in identity, it struggles to connect those touchpoints. Instead of amplifying relevance, it amplifies noise.
Why identity is the GPS for AI-driven holiday advertising
Identity is what turns AI from a blunt instrument into an accurate tool. By unifying fragmented signals across channels and devices, identity provides the consistent consumer view that AI needs to be effective.
With that foundation, AI can do more than churn out models. Instead, it can:
Identity doesn’t just improve efficiency; it creates accountability. And in a season where every holiday advertising campaign dollar is scrutinized, accountability is the difference between investment and waste.
How to turn complexity into clarity this holiday season
This year’s holiday advertising season is complicated. Marketers are confident, consumers are cautious, and AI is somewhere in the middle. The challenge isn’t just speed or volume, it’s accuracy.
By pairing AI with identity, you can adapt to real behavior instead of assumptions. You can build campaigns that are consistent across connected TV, retail media, and social platforms. And you can prove results when it matters most.
AI isn’t a holiday miracle. But when it’s powered by identity, it can give you clarity in a noisy season and proof of performance when budgets are under scrutiny.
What’s the real takeaway for marketers this season?
Don’t assume AI alone will save your holiday advertising strategy. It won’t. Consumers still trust human voices more than machines, and your AI models are only as strong as the data beneath them. Identity is the difference between guesswork and accuracy, between activity and impact.
This holiday season, the winners won’t be the brands that simply spend more or automate faster. They’ll be the ones that put identity at the core of their AI strategy and meet consumers where they really are.
Download Experian’s 2025 Holiday spending trends and insights report to see where consumers are spending and how identity can help your holiday advertising campaigns more effective.
About the author
Colleen Dawe
VP, Advertiser Partnerships, Experian
Colleen Dawe is VP, Advertiser Partnerships at Experian Marketing Services, where she oversees revenue growth and client success, helping advertisers harness data and identity to fuel marketing strategies. With over 15 years of experience spanning TV and digital media, she brings deep expertise in data, identity, activation, and measurement to help her clients connect innovation with business outcomes.
Holiday advertising FAQs
AI works best when it’s grounded in accurate data. Without identity, it can’t connect actions across devices or channels, which limits its effectiveness.
Identity creates a single, persistent view of your audience. That means AI can personalize content, measure conversions, and cut waste with far greater accuracy.
It’s the data layer that connects people across their devices, browsers, and behaviors—so your campaigns reach real individuals.
By tying exposure to verified outcomes—like store visits or purchases—using identity-linked data. That’s how Experian helps brands move from impressions to impact.
Latest posts
Buyers can now put Experian’s audience and contextual intelligence to work in Google Ad Manager Curation in two ways: through off-the-shelf solutions available directly in Google Ad Manager, or through Custom Curation packages that Experian builds using Google Ad Manager’s inventory supply. Together, these options bring Experian’s consumer data foundation closer to the Google supply agencies already buy, with the flexibility to choose between a ready-to-use solution and an Experian package tailored to specific campaign goals. Why targeting at the source matters Many audience strategies still apply targeting on the buy side, which means signals pass through multiple systems before an impression is evaluated. Each step can shrink the pool of requests where the audience is still recognizable, so a carefully built strategy can reach the auction at a fraction of the scale it started with. Google Ad Manager Curation moves segment evaluation closer to the ad request. When a request matches the selected Experian segment, Ad Manager sends the bid request with the associated Deal ID to the buyer’s DSP. This more direct path can support stronger match and deal-transaction rates, more accurate forecasting, and better access to the audience defined in the strategy. As AI shapes more media decisions, the quality and provenance of the data feeding those systems matter more. Evaluating audience or contextual criteria closer to the source helps preserve the connection between the strategy and the impression being considered. Two ways to get started The right entry point depends on how much customization the campaign requires. Buyers can access Experian solutions off-the-shelf directly in Google Ad Manager or work with Experian to build a Custom Curation package using Google Ad Manager inventory supply. Start off-the-shelf For buyers who want direct, self-service access to Experian audience and contextual solutions. Experian solutions are available off-the-shelf in Google Ad Manager, giving buyers a straightforward way to select the data or contextual strategy that fits their campaign and create packages through Google Ad Manager’s Curation capabilities. Experian Audiences Experian Audiences draw on a deterministic offline identity foundation that represents more than 250 million U.S. consumers and 126 million U.S. households. Buyers can choose from Experian’s Audiences spanning demographics, lifestyle, financial signals, media habits, and household characteristics. That depth adds real-world consumer context beyond digital behavior alone. Contextual Experian contextual solutions give buyers a way to reach relevant environments without relying on identity. Buyers can select contextual audiences aligned to specific interests, categories, and content to inform where media appears. Experian also offers Predictive Indexed, which uses Experian audiences to predict the contextual categories and pages to target based on the likelihood that consumers visiting those environments fall within the selected audience. This gives buyers an audience-informed way to approach contextual activation without requiring identity at the point of activation. Build a Custom Curation package For buyers who need a strategy tailored to specific audience, contextual, and inventory requirements. Experian can build Custom Curation packages using Google Ad Manager’s inventory supply based on the targeting criteria that matter for a campaign. Where off-the-shelf solutions draw on Experian data, custom packages can also incorporate partner audiences and a brand’s own first-party audiences. Packages can combine Experian audiences, partner audiences, a brand’s own first-party audiences, contextual signals, and inventory or site criteria. Experian applies those criteria against Google Ad Manager inventory supply and brings the data, targeting, and inventory together into a single curated deal. This gives buyers a way to combine audience and supply decisions rather than managing each component separately. The approach can be tailored to the campaign. A buyer might start with a defined audience and add contextual or inventory criteria, bring a brand’s established first-party audience into the strategy, or build around specific supply and audience-quality requirements. Choose the path that fits the campaign Both paths do the same underlying thing: they move the audience or contextual decision closer to the ad request, before signal loss builds across the path. Whether a campaign calls for something ready to use or a package built to spec, the result is a more direct line from strategy to impression. Ready to get started? Explore Experian solutions available off-the-shelf in Google Ad Manager or contact your Experian representative to request a Custom Curation package. Latest posts
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