All posts by Aimee Irwin, VP of Strategy

Programmatic advertising has become much more sophisticated over the years. As capabilities have expanded, so has complexity. Marketers are now working across more platforms, with more signals and opportunities to optimize. Despite performance improvements, it can take time to fully understand what’s driving results and how to scale them. Agentic artificial intelligence (AI) is closing that gap. Instead of just automating tasks, it introduces systems that can interpret signals, suggest next steps, and enable action within defined parameters — helping live campaigns adapt, and your marketing feel more human-centered. In this article, we’ll break down what agentic AI looks like in programmatic advertising, how it’s changing campaign planning and activation, and where it’s delivering the most impact. What is programmatic advertising in the agentic AI era? Programmatic advertising is the automated, cross-channel buying and selling of digital media across channels like display, video, and connected TV (CTV). In the age of agentic AI, marketers can identify and act on opportunities while campaigns are live, as agentic AI functions less as a passive tool and more like a dynamic teammate. With AI-powered programmatic marketing, your team can now proactively anticipate what’s likely to work next, simplify fragmented channels into a more unified strategy, and focus campaigns on outcomes that move your business forward with support from predictive insight and real-time intelligence. Machine learning now processes and analyzes massive volumes of data in milliseconds, allowing systems to decide which impression to buy, what it’s worth, and where it’ll deliver the most impact in real time. How is agentic AI reshaping programmatic marketing? Programmatic advertising has always been about automation, but agentic AI is pushing it into something more adaptive. AI-driven processes now analyze the marketplace and enable autonomous media activation with human oversight, grounded in responsible automation. As you integrate agentic AI into your advertising, it helps automate time-intensive, day-to-day tasks so your team can focus more on strategy, planning, and performance. Marketers still define the goals, set the guardrails, and oversee how AI is applied, which keeps decisions aligned with business objectives, compliance requirements, and overall campaign strategy. Here’s how marketers can benefit from agentic AI: AI accelerates and improves how fragmented signals across identity, behavior, and context are connected into a usable customer view. Optimization happens continuously, not in reporting cycles, as bids, audiences, and spend adjust in real time. Decisioning moves beyond static rules toward adaptive, data-driven prioritization. Predictive models help reduce waste by identifying low-value impressions before allocating spend. Personalization becomes more accurate while still grounded in privacy-safe, identity-first data. Learn more from industry leaders How is AI transforming media curation and supply optimization? Programmatic advertising has traditionally relied on open exchange buying, optimizing across large volumes of inventory. As AI becomes more embedded in programmatic marketing, the focus is shifting toward more intentional activation, prioritizing environments that are more likely to perform from the start. Dynamic curation and supply optimization With dynamic curation, AI aligns predictive audiences with contexts where engagement is strongest, using real-time signals to determine who to reach and where they’re most likely to engage. Campaigns are guided toward higher-probability environments upfront, rather than relying on post-impression optimization. This moves programmatic marketing away from broad open exchange buying and toward more curated, intentional activation, with continuous adjustments as signals evolve. Emerging agentic workflows Emerging agentic workflows introduce systems that analyze performance, recommend changes, and activate them within defined guardrails. Instead of waiting for reporting cycles, campaigns continuously evaluate signals and adjust in real time. AI handles day-to-day decisions like shifting spend or refining audiences, while marketers retain strategic control and accountability. Generative and analytical AI applications Not all AI in programmatic advertising is about activation. Many gains are happening behind the scenes, especially in analytics. Generative and analytical AI support tasks like attribute development, description creation, and insight acceleration. This reduces time spent on reporting and helps teams focus on understanding performance, surfacing patterns, and identifying what to scale. Experian’s curation capabilities At Experian, we combine identity-based predictive data with contextual AI models to better align audiences with available supply. With Audigent now part of Experian, audiences are indexed to the live bidstream and contextual signals, helping campaigns activate in environments where they’re more likely to perform. Experian Curated Deals package high-quality inventory, such as streaming and premium lifestyle content, with predictive audience data. When layered with our #1-ranked data accuracy by Truthset, these deals become predictive and help you activate greater confidence in campaign placement and performance. Practical use cases of AI in complex and regulated markets The value of AI in programmatic advertising becomes clearer in environments where complexity is highest, such as industries with strict regulations, fragmented data, and significant financial stakes tied to every impression. Financial services, healthcare, and retail all require approaches that balance accuracy, compliance, and measurable outcomes, built on privacy-first data and human-centered activation. The following shows how programmatic advertising can come to life in practice. Financial services In financial services, performance only matters when it’s compliant. AI helps marketers reach qualified consumers without crossing regulatory lines. Your team can: Activate identity-based audiences for lending, credit, and financial products within defined compliance guardrails. Use predictive financial attributes (where permitted) to prioritize prequalified and high-intent consumers. Support responsible offer prioritization and budget allocation based on eligibility and likelihood to respond. Operate within transparent, auditable environments designed for regulated activation. Healthcare Healthcare marketing requires accuracy without ever exposing sensitive data. AI enables more relevant engagement while maintaining strict privacy standards. With AI-powered programmatic marketing, you can: Activate privacy-safe, compliant health-interest segments without relying on protected personal data. Deliver campaigns without exposing sensitive identifiers or violating regulatory requirements. Optimize delivery based on region, timing, and contextual alignment with patient research behavior. Maintain controlled, privacy-forward environments that prioritize trust and compliance. Commerce media In commerce media, programmatic performance is measured by its impact on transactions and revenue. AI helps unify signals into a more connected, outcome-driven strategy. It empowers marketers to: Connect household-level insights to activation across CTV, display, and commerce media networks. Use AI-powered identity resolution to maintain continuity as consumers move across devices, channels, and purchase journeys. Enable dynamic curation by aligning predictive audiences with more effective inventory in real time. Adjust spend toward environments and segments that actively drive purchase behavior. As these use cases expand across industries, so does the need to ensure AI is applied responsibly. Trust, transparency, and ethical challenges in AI-powered AdTech As AI takes on a larger role in programmatic advertising, the focus is shifting from what it can do to how it does it. Marketers need to validate results and the data behind them to ensure every decision stands up to regulatory and consumer scrutiny. AI systems now influence audience selection, media investment, and measurement at scale. But those decisions are only as reliable as the data behind them. Without clear governance, it becomes difficult to answer basic but critical questions, such as, “What data informed this decision? Was it compliant?” Or, “Could bias be influencing the outcome?” This is why trust in AI starts with the data rather than the model. AI governance and data stewardship Rather than governing our clients’ AI systems, Experian helps govern the data those systems depend on. Our guiding principle is simple: responsible automation begins with governed data. We ground our AI approach in strict data governance frameworks, ensuring the data entering any model is compliant, consented to, and accurate before it’s used. We treat AI and machine learning as advanced modeling technologies operating within contractual and privacy-first guidelines, with controls for data quality, consent validation, and compliance applied upfront. In the end, you’ll have confidence that your AI outputs are not only performant but also explainable, auditable, and aligned with regulatory expectations from the beginning. Clear usage restrictions Strong governance only works when it’s paired with clear boundaries. To protect data integrity, privacy, and compliance, Experian enforces strict controls on how data is used across AI and programmatic workflows. Data is used only within defined contractual, legal, and regulatory guidelines. Sensitive information is protected and restricted from use in unauthorized environments. Data access is limited to approved, compliant systems and workflows. Data is not shared, exposed, or repurposed beyond its intended use. AI processing occurs within controlled environments that meet privacy and security standards. AI use cases are subject to appropriate review, governance, and oversight. These guardrails give you the assurance that innovation moves forward without compromising trust. Bias mitigation and responsible modeling As AI plays a larger role in audience creation and activation, models must be continuously monitored for fairness. At Experian, models are continuously reviewed and refined to reduce bias and ensure outputs align with responsible marketing practices and changing regulations. Consent and consumer control Consumer consent and control are central to responsible AI usage in programmatic advertising. Data must be sourced through compliant, transparent mechanisms, with controls that allow consumers to access, manage, and opt out of how their data is used. This aligns with regulatory frameworks such as the California Consumer Privacy Act (CCPA), the General Data Protection Regulation (GDPR), and the Health Insurance Portability and Accountability Act (HIPAA) (where applicable). How Experian enhances every stage of the agentic AI programmatic workflow AI in programmatic advertising only works if the system behind it is connected. When data, activation, and measurement are fragmented, optimization lags. Experian brings those pieces together. By connecting identity, data, activation, and measurement into one workflow, AI can continuously turn first-party data into predictive audiences, help you activate them across channels, and measure outcomes in a single, connected system. AI-ready data foundation Everything in AI programmatic advertising starts with the data. Experian transforms first-party data into a predictive asset by onboarding and enriching it with Experian Marketing Data, ranked #1 in accuracy by Truthset, and unifying it through our Digital and Offline Graph.This creates a high-integrity data layer that improves audience quality, extends reach, and supports activation across channels while maintaining privacy-forward standards. Predictive intelligence Predictive intelligence helps you understand what’s likely to work before activation begins. Experian applies behavioral modeling and signal analysis to identify high-potential audiences and generate identity-based lookalikes based on shared characteristics and patterns.As campaigns run, AI surfaces next-best opportunities so teams can adjust activation strategy in real time. Audience discovery and creation Experian simplifies audience creation by bringing everything into one place. First-party data is combined with Experian Audiences and expanded through access to Partner Audiences in our data marketplace. Instead of stitching together multiple inputs, you’re working from a more complete, connected view upfront.Our platforms and audience teams then help identify, build, and refine segments based on relevant attributes, reducing manual setup, accelerating activation, and enabling scalable, persona-based audience creation. Identity-rooted activation After you’ve defined your audiences, identity becomes critical in consistently reaching them across channels. Partner with Experian for agentic AI-driven programmatic campaigns Experian helps you turn first-party data into marketing that feels more connected, relevant, and accountable, bringing together identity, AI, and privacy-first data to support better decisions from planning to outcomes. Speak to an Experian expert about enabling agentic AI in your programmatic advertising strategy today. FAQs What is AI in programmatic advertising? AI in programmatic advertising uses machine learning to improve how media is bought, targeted, and optimized. It enhances audience discovery, activation, and measurement by analyzing large volumes of data in real time, allowing campaigns to adapt continuously instead of relying on static rules. How does Experian use AI in programmatic advertising? Experian supports programmatic advertising across the full workflow, from identity resolution and audience development to contextual indexing and outcome-based measurement. Through a combination of Experian’s platforms, data, and audience teams, marketers can turn fragmented signals into more connected, performance-driven campaigns. What is agentic AI in advertising? Agentic AI in advertising refers to systems that can analyze performance, recommend changes, and activate optimizations within defined guardrails. Unlike traditional automation, these systems adapt in real time while marketers maintain strategic oversight and control. How does Experian support privacy-first AI? Experian supports privacy-first AI through strict data governance frameworks, compliant data sourcing, and transparent modeling practices. Identity resolution and activation are designed to meet regulatory requirements while maintaining consumer trust and control. How does AI improve audience discovery? AI improves audience discovery through predictive modeling, inferred attributes, and lookalike techniques to identify high-potential audiences. It also surfaces next-best segments, reducing manual effort and accelerating time to activation. How does AI support media curation? AI supports media curation by aligning predictive audiences with high-performing environments in real time. Through dynamic curation and Experian Curated Deals, campaigns activate in more relevant contexts rather than relying on broad open exchange buying. Latest posts

What challenge was American Home Shield trying to solve with audience curation? American Home Shield (AHS) wanted to reach people in-market for home warranty products with greater accuracy and efficiency. They wanted to improve targeting, personalize campaigns across channels, and reduce cost per action (CPA). For acquisition-focused brands, audience curation can improve both media efficiency and business outcomes. AHS, a pioneer in the home warranty industry, worked with Audigent, a part of Experian, to segment and target in-market home warranty audiences more effectively through Experian Curated Deals. AHS's goals Better understand online audiences through improved targeting Segment and personalize campaigns more efficiently across channels Reach people in market for home warranty products more effectively Improve CPA How did Experian use audience curation for American Home Shield? Experian used audience curation to help AHS better identify, understand, and target online audiences in-market for home warranty products. Our audience curation approach gave AHS real-time performance insight and a more efficient way to act on what was working during the campaign. Using Audigent data, AHS identified a focused set of audience segments including: Consumers in-market for home warranty or protection DIYers New homeowners Parents Real estate buyers and sellers What audience curation approach did American Home Shield use? We applied three audience curation methods to help AHS reach relevant audiences across audio, display, and online video. This mix gave AHS broader coverage and a clearer read on which curated audiences and activation methods supported stronger acquisition efficiency. Our audience curation strategy included three methods: Contextual-based Predictive Indexed Audience-based Fallon, AHS's agency, played a critical role in shaping AHS’s audience curation strategy, media activation, and real-time optimization across channels. What results did American Home Shield see from audience curation? AHS improved acquisition efficiency and gained a stronger understanding of audience performance. Our audience curation approach helped AHS identify which curated segments delivered better results and supported more efficient media decisions. "Partnering with Audigent, a part of Experian, feels like working with a true extension of our own team. They are deeply engaged in campaign performance and collaborate closely with our media agency to optimize in real time. Through testing curation with Audigent, we have improved CPA efficiency while also gaining meaningful business efficiencies. We now have a clear understanding of which segments perform best and why, unlocking new value for our home warranty products.”Andrea Steele, Director, Media & Marketing Experian Curated Deals produced measurable gains across performance and operational efficiency, including: 18% overall improvement in CPA efficiency 3.7x more cost-efficient streaming audio than AHS’s pre-partnership benchmarks 28% lower cost for AHS prospecting display versus pre-partnership benchmarks Explore more examples of how brands are driving performance with Experian Windstar Cruises Leading athletic retailer Swiss Sense Pet brand Download our full case study with American Home Shield AHS partnered with us to segment and target in-market home warranty audiences more effectively through audience curation. Our innovative approach to curation forms the backbone of AHS’s goal of driving acquisition across online media. Download now Contact us About American Home Shield As a pioneer in the home warranty industry, American Home Shield (AHS) serves millions of customers across the U.S. and operates under the Frontdoor, Inc. umbrella. FAQs How did audience curation help American Home Shield improve CPA efficiency? Audience curation helped American Home Shield (AHS) focus media investment on in-market home warranty audiences across display, online video, and audio. Our approach gave the AHS team greater visibility into segment performance and improved CPA efficiency by 18%. Audience curation means combining audience data, inventory, and optimization into a single activation approach. Experian used audience curation to help AHS activate relevant segments more efficiently and understand which audiences were driving stronger acquisition results. How does Experian help brands use audience curation across channels? Experian helps brands apply audience curation by connecting audience strategy, activation, and optimization across media environments. That gives marketers a clearer way to compare curated audience performance, refine segment choices, and improve efficiency across channels. Why does audience curation matter for acquisition campaigns? Audience curation matters because it helps marketers align audience data and media placement more intentionally. That gives teams a clearer view of which audiences and environments are contributing to performance, enabling more informed future acquisition decisions. What are Experian Curated Deals? Experian Curated Deals unify premium data and premium inventory into optimized private marketplaces designed for performance. Delivered as simple Deal IDs, Curated Deals enrich bidstreams with real-time, privacy-safe signals and apply supply path optimization to improve efficiency and campaign outcomes. Latest posts

Healthcare organizations have invested heavily in digital engagement over the past decade. Patient portals. CRM platforms. Campaign automation. Consumer data platforms. And yet, personalization in healthcare still feels stuck. Outreach is often generic. Preventive care reminders go unopened. Screening campaigns underperform. Value based care programs struggle to engage the very patients they are designed to support. I hear a version of the same frustration from health system and life sciences leaders. Their engagement stack keeps expanding, but their impact on the patient experience remains limited. While many healthcare organizations have abundant data, most have an identity and context gap. Personalization stalls when identity never moves beyond the EHR A diagnosis tells you what care is needed, but it doesn't tell you how to reach someone, when they are most receptive, or what barriers might prevent follow-through. When identity stops at the electronic health record (EHR), engagement becomes a series of educated guesses about a real person’s needs, preferences, and circumstances. Patients don't live inside the EHR Consider how most preventive outreach works today. A patient leaves the hospital with instructions and a recommended follow-up appointment, and the system triggers a standard sequence of reminders. The intent is right. The execution is usually constrained by missing context. Will they see the message in the channel you chose? Is a caregiver involved in coordinating next steps? Is the barrier logistics, or clarity on what to do next? These factors determine whether follow-up happens. They also determine whether “personalization” actually feels personal, or just automated. In other industries, personalization advanced by connecting transactional data with behavioral and household context. In healthcare, those signals remain separate to protect patient data, often resulting in a disconnect between strong clinical insights and effective patient engagement. Connecting the dots is the hard part There's a common narrative that healthcare needs more data to improve personalization. In practice, the bigger challenge is connecting what you already have in a way teams can trust. Identity, preference, household context, and engagement history often live in different systems, and they rarely resolve cleanly to a usable profile. A privacy-safe identity foundation changes that. When organizations can link records across sources with strong match discipline, governance, and tokenization, they can turn fragmented data into more relevant decisions without exposing more than is necessary. Watch our Q&A with Cristin Liberatore from IQVIA Digital on healthcare marketing Download our 2026 State of advertising report Watch all Q&A videos with our partners How we approach this at Experian At Experian, this is the lens we use: Predict Build an AI-ready data foundation from first-party data, then enrich it responsibly so models and segmentation reflect patient and consumer context. Activate Reach people in the channels they actually use, using privacy-safe identity, tokenized activation, and governance that supports compliant engagement in regulated environments. Connect Keep identity consistent across channels, so communications feel relevant and coordinated, not repetitive or fragmented, while maintaining compliance in a tokenized or de-identified fashion. Prove Tie engagement back to meaningful outcomes using our identity spine, so teams can learn what reduces friction and improves follow-through. What privacy-safe identity makes possible in regulated patient engagement In regulated categories, accuracy, governance, and privacy are non-negotiable. That’s why I push teams to think about identity as infrastructure, because people move, households change, and preferences shift. At Experian, that infrastructure includes: Marketing Attributes and Enrichment: Adding context to first-party data so planning and decisioning reflect the person you’re trying to reach. Offline and Digital Graphs: Connect identity across touchpoints so experiences stay consistent as people move between channels. First-Party Onboarding and data marketplace: Activate consented consumer and patient data across digital environments in a privacy-safe way. Our data marketplace extends that strategy with third-party partner segments, improving your personalization efforts to encourage a more proactive approach to healthcare. Curated Deals: Support upper-funnel awareness by aligning audience insight with higher-quality inventory in environments that can improve visibility, context, and campaign efficiency. Watch our healthcare marketing panel from CES 2026 Identity must come first in healthcare marketing Healthcare personalization has plateaued because engagement strategies have stayed too narrow and disconnected from the realities that shape follow-through. The next phase of healthcare engagement will be defined by organizations that treat identity and additional patient context as the foundation for decisioning, activation, and measurement. When identity connects to real-world context through privacy-safe, governed, and tokenized practices, outreach becomes more relevant, easier to receive, and easier to act on. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. Latest posts

What advertising trends does Experian’s 2026 State of advertising report highlight? 2026 State of advertising report Experian’s 2026 State of advertising report shows that advertising trends in 2026 will be defined by how well organizations connect data, identity, and measurable outcomes. Our 2026 State of advertising report brings together perspectives from 14 leaders operating across key parts of the advertising ecosystem to show how these shifts are taking shape in practice. Download the report Watch the Q&A videos Who’s featured in Experian's 2026 State of advertising report? Our 2026 State of advertising report includes perspectives from 14 leaders across the ecosystem covering a variety of topics including: These perspectives reflect directional signals from leaders across the ecosystem. They are not exhaustive views of any one vertical. They are operational insights from teams navigating change in real time. In addition to the written analysis, you can watch the full one-on-one Q&A conversations with each partner here. Watch the Q&A videos What signals are shaping advertising trends in 2026? Five signals are shaping advertising trends in 2026. Together, they explain why advertising trends in 2026 center on clarity, connection, and measurable outcomes. Across every conversation with our partners, five themes stand out: 1. AI 2. Measurement 3. Identity, privacy, and first-party data 4. Commerce media, connected TV, mobile, and social 5. Identity Below, we spotlight three perspectives from our report. Scott Bender's perspective on AI-driven workflows Scott Bender, Head of Publisher & Platform Partnerships at Newton Research, is a media and AdTech veteran who has led go to market and revenue teams across traditional media, retail media, consulting, and early stage startups, helping organizations translate data and product strategy into scalable commercial growth. How is AI moving upstream into planning and measurement? AI is changing how teams work before campaigns run. Teams apply AI to planning and measurement first, then scale into activation with clear rules and human oversight. AI’s first impact is operational Teams are applying AI to planning and measurement before activation. The early gains are showing up in analytics, forecasting, and workflow compression, especially in areas constrained by time and data science resources. Automation works when humans define the rules Repeatable, rules-based processes are where AI performs best today. Strategy, guardrails, and judgment remain human-led. AI scales execution without removing accountability. The biggest barrier in AI is rethinking workflows AI adoption slows when teams try to layer automation onto legacy playbooks. Progress happens when workflows are redesigned for agentic execution, rather than human-only processes. “The workflows we’ve built for humans don’t always make sense for AI. Progress comes when teams redesign how work gets done, not when they simply add automation.”Scott Bender, Head of Publisher & Platform Partnerships If advertisers fix one thing in 2026 Focus on data context. Not perfect data, but a clear semantic layer that defines what data means and how it should be interpreted and used. Watch our agentic media panel at CES 2026 Greg "Arch" Archibald's perspective on commerce media’s expansion Greg "Arch" Archibald is VP, Global Ad Sales at PayPal. A sales leader for nearly 25 years, Arch has worked at some of the largest AdTech companies in the world. Now with PayPal Ads, he is helping build the foundation upon which advertisers can use true intent-based signals to inform advertising campaigns. How is commerce media expanding beyond retail? Commerce media is extending into more ecosystems and more purchase moments. Commerce media is defined through transactions that show what people buy, not intent signals that imply what people might buy. Commerce media is defined by transactions, not intent Commerce media is fundamentally powered by transactional data. Unlike retail media, which is often intent-led and vertically confined, commerce media spans horizontally across merchants, payment platforms, and ecosystems, providing a clearer view of the full consumer purchase journey. Transactional data is the true differentiator As basic targeting and inventory become commoditized, the ability to activate transactional signals at scale is what separates effective commerce media strategies. These signals help brands connect upper-funnel investment to conversion and prove measurable outcomes. On-site validates performance, off-site drives reach Effective commerce strategies balance both on-site and off-site, focusing less on where ads run and more on who is being reached based on real purchase behavior. “Transactional data is a powerful signal that helps brands reach consumers more effectively and connect upper-funnel investment to measurable outcomes.”Greg "Arch" Archibald, VP, Global Ad Sales If advertisers fix one thing in 2026 Prioritize transactional signals over intent proxies to connect spend to outcomes. Cristin Liberatore's perspective on healthcare marketing Cristin Liberatore, Sr. Director, Commercial Strategy for Pharma, IQVIA Digital, has over a decade of experience leading commercial and product strategy for data‑driven healthcare solutions, developing frameworks at IQVIA Digital that connect data, analytics, and omnichannel execution to drive meaningful business results. How do identity and privacy work together in regulated markets like healthcare? Healthcare marketing uses a dual approach that reflects distinct audiences and data environments. Teams succeed when they connect identity and privacy through governance that supports personalization and outcome measurement. Healthcare requires two playbooks: HCP and consumer On the healthcare professional (HCP) side, personalization benefits from deterministic identity and high-fidelity signals that enable “read, respond, act” marketing. On the consumer side, data is more disparate, making identity resolution and privacy-safe connection across data sets essential for relevant personalization. Timeliness is the difference between insight and impact Healthcare data varies widely in latency. The most effective marketing is powered by timely signals. Fresh signals influence whether brands respond in meaningful moments along diagnostic and treatment pathways. Sustainable identity depends on governance An identity spine paired with de-identification methodology and strong compliance frameworks allows exposure to connect to outcomes such as script lift, without compromising privacy. “Across data, activation, and measurement, healthcare marketing works best when privacy and personalization are balanced, as that push pull is ubiquitous with consumer marketing in healthcare.”Cristin Liberatore, Sr. Director, Commercial Strategy for Pharma If advertisers fix one thing in 2026 Invest in a connected identity spine that balances timeliness, personalization, and privacy across the full care journey. Watch our healthcare marketing panel at CES 2026 What do 2026 advertising trends mean for advertisers? In 2026, success will be shaped by how well advertisers connect data, decisioning, and outcomes across an increasingly complex ecosystem. The leaders featured in this report consistently point to connection as the defining factor for progress. The shifts advertisers must act on  Audiences, not channels, define strategy. Planning anchored in identity and behavior scales more effectively across screens, platforms, and formats. Measurement moves upstream. Outcomes now inform optimization in real time, rather than serving a post-campaign validation. First-party data becomes infrastructure. Activation, data governance, and interoperability matter more than ownership alone. AI accelerates decisions, not accountability. Automation works best when paired with clear rules, transparency, and human oversight. Privacy is a growth lever. Consent-driven, privacy-first design enables durable performance at scale. Advertisers that lead in 2026 will: Connect planning, activation, and measurement into a single operating framework Invest in data and identity foundations before expanding into new channels Work with partners that reduce fragmentation, not add to it  To see how these signals play out across AI, commerce media, healthcare, and more, download our 2026 State of advertising report and watch the Q&A videos with our partners. Download the report Watch the Q&A videos FAQs How should a CMO think about advertising trends in 2026? A CMO should treat advertising trends in 2026 as a shift in how teams plan, activate, and measure, not a channel shift. Teams get stronger performance when they connect data, identity, and measurement into one decision loop that guides planning, activation, and optimization. What changes when measurement guides planning, not reporting? Measurement moves closer to the moment of decision when teams use outcomes to steer optimization in real time. That approach turns measurement into a planning input that shapes budget allocation, audience strategy, and creative decisions across the lifecycle of a campaign. What role does Experian play in making these advertising trends actionable? Experian helps marketers connect identity, data, and measurement so teams plan and activate with consistency across platforms. Experian’s data and identity foundation supports audience connection and privacy-forward activation, and Experian’s measurement approach links media exposure to outcomes for clearer decisioning. Latest posts

In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Jessica Rocco, a Business Development Senior Director at Yahoo DSP (demand-side platform), about the shift toward agentic workflows and identity-led performance. How is Yahoo DSP shifting from a platform to infrastructure? Yahoo DSP has been positioning itself as more of a data backbone than a destination UI. What are the most important integrations you’re building for, and what does ‘plug-in ready’ look like in practice for an advertiser? We’re moving from DSPs as destinations to DSPs as infrastructure, as the industry shifts toward agentic workflows. This transformation is driven by data-led decisioning, greater standardization, with the ecosystem ready for it. The last decade DSP competition has been primarily about UI features. That era is behind us. Today, differentiation comes from exclusivity, integrations, and interoperability. This means at Yahoo DSP we are thinking about where our partners and advertisers are and where they want to be. In practice, that may mean they never log into our UI at all. Instead, Yahoo DSP becomes a flexible, plug-in-ready infrastructure that integrates directly into their workflows, tools, and agents. That’s why we’re building around two themes: Data: Yahoo DSP’s data can be made accessible through performance tools, transforming it into actionable insights that drive better outcomes for advertisers. Agentic AI: We see the opportunity to make a range of human and non-human activities more efficient, and we offer different paths based on the advertisers’ needs: Use our native agents in Yahoo DSP for better performance and faster execution. Combine our tools with external agents to unlock better decisioning and increased automation. Fully decouple the concept of UI and enable end-to-end workflows powered by your or your partners' agents. In summary, we’re building a flexible and interoperable environment where advertisers can bring their planning, buying, and measurement technologies and leverage the Yahoo data and tools to enable more efficient and higher-performing media buying. Why does identity sit below the interface at Yahoo DSP? When you say the advantage sits below the interface, what are the core identity building blocks today, and how are you measuring progress, authenticated reach, match rates, deduplication, or something else? Yahoo DSP treats identity as the performance layer that runs through the full campaign lifecycle. At Yahoo DSP, the core building block of that advantage is Yahoo ConnectID. It’s always activated in Yahoo DSP and powers every step of the campaign lifecycle. Built on top of our Identity Graph and today reaches 213 million logged-in users in the U.S. and 345 million globally (Yahoo data Q1 2026). The building blocks of our Identity Graph include: Deterministic and consented data:  The power of Yahoo ConnectID lies in deterministic data from consented consumer relationships across Yahoo properties and trusted partners. Privacy-centric approach: Yahoo ConnectID respects consumer privacy and choice. Consumers can opt out through Yahoo DSP’s global privacy opt-out portal. Scale and accuracy across households and users: By resolving identity at user and household levels, Yahoo ConnectID ensures greater accuracy in targeting, measurement, and frequency management. Interoperability: Yahoo ConnectID works with 40+ leading Customer Data Platforms (CDPs) and Data Management Platforms (DMPs), enabling seamless first-party data onboarding for targeting and measurement with strong match rates. The proof is in the numbers: 90% of Yahoo DSP spend runs on Yahoo ConnectID-enabled supply, reflecting the scale, trust, and performance that identity-driven activation delivers. Why do CTV and live sports validate Yahoo DSP’s approach to identity? Live sports are one of the toughest environments to get right on connected TV (CTV). Why is it a strong showcase for the Yahoo DSP identity approach, and can you share an example of impact you’ve seen on deduplicated reach or cost per unique household? When it comes to live sports, the challenge is the scale of concurrent viewers. When an ad break occurs during a live sports event, our platform receives a spike of bid requests, which can cause buyers to exhaust their budgets too quickly, leaving valuable inventory unfilled later in the event. We address this challenge with Yahoo Blueprint Performance, our enhanced AI-driven algorithm, which bids and paces more effectively, with 10x faster response times that consider the size of the spike and the advertiser’s remaining budget and flight (Internal Yahoo DSP data, Q4 2025). The result is not only more of the advertiser’s budget being spent during the event, but also a smoother distribution of impressions throughout the entire event. Yahoo ConnectID is a key input into Yahoo Blueprint Performance. It enhances effectiveness by enforcing reliable frequency capping at the Household and/or user level, eliminating wasted impressions, improving media budget allocation, and ultimately driving better, more cohesive consumer experiences. How should marketers activate commerce signals for intent with Yahoo DSP? As shopper intent and transaction signals come in from commerce partners, what’s the recommended activation workflow, and where do those signals deliver the biggest lift alongside CTV and the open web? Commerce signals have indeed brought new opportunities for advertisers. Commerce media networks are goldmines of deep audience insights such as consumer behavior, purchasing patterns, product preferences, and more. These addressable audiences offer a perfect opportunity for advertisers to activate effective campaigns. At Yahoo DSP we enable advertisers to activate data from all leading commerce data companies, from retail media networks to travel media networks and a wide range of complementary data partners. The recommended activation for advertisers is to maximize the effect of these data signals by tying them to a strong identity. This ensures that they maximize their scale and reach consumers across devices and channels. That’s why in Yahoo DSP, Yahoo ConnectID is always on to ensure precision and scale. Additionally, it’s important that data is being activated across channels, especially CTV. Combining commerce data with CTV enables advertisers to reach engaged audiences while delivering premium, relevant ad experiences. Today, CTV is increasingly influencing mid- and lower-funnel performance. At Yahoo DSP, we provide access to 100% non-walled garden CTV inventory, giving advertisers scaled reach beyond closed ecosystems and enabling consistent identity-based activation across the open web. Finally, commerce media networks can maximize impact by leveraging solutions that enable them to use their data for measurement and optimization. For example, Yahoo In-Flight Outcomes (IFO) allows advertisers to tie programmatic media investments to sales - even on a SKU level - and in-store visits in near real time. Yahoo Blueprint Performance, our advanced AI model, uses this data for in-flight optimizations that drive results. For example, a leading retail network saw a 22% lift in ROAS when activating Yahoo IFO (Yahoo DSP Q1-Q2 2025). What drives DSP selection/decision in buyer evaluations in 2026? In competitive bake-offs, what’s pushing brands and agencies towards their choice of DSP right now: Identity, supply quality, measurement, service model, or economics? And what objections are you hearing most that you’ve had to address head-on? Identity remains top of mind, as advertisers seek scaled, deterministic reach in a privacy-centric manner. Yahoo ConnectID provides that through the scale and quality of Yahoo data, built on hundreds of millions of authenticated users, enriched by interoperability with all leading data companies, such as Experian. Our foundation enables accurate targeting, holistic frequency management, and true omnichannel measurement, while delivering more cohesive ad experiences for consumers. Second, supply quality and transparency are common concerns. Advertisers want assurance that they are accessing premium, brand-safe inventory and that their investments are working as intended. We address this through direct publisher relationships, curated supply paths, and transparent buying models that allow advertisers to make efficient, informed decisions. Measurement is another challenge. Brands increasingly expect programmatic investments to prove impact against real business outcomes, not just media metrics. We meet this head-on with proprietary measurement solutions powered by Yahoo data, such as proprietary studies and Yahoo In-Flight Outcomes, complemented by partnerships with leading third-party vendors. Our teams act as an extension of internal marketing teams, helping unlock smarter budget allocation and performance optimization. Ultimately, the connective tissue across identity, supply, measurement, and optimization is data. That’s why we continue to see programmatic investment consolidate around platforms that have scaled, high-quality first-party data. Strong 1P data is the backbone of effective programmatic, and we continue to see investment shift toward platforms that can offer it at scale and with quality, and Yahoo DSP remains top of mind for advertisers. Finally, through our Agentic AI solutions, we increase team efficiency and minimize time spent on manual tasks, allowing them to focus on higher-value strategic decisions. What are practical use cases for Experian Audiences in Yahoo DSP? With Experian audiences available in Yahoo DSP, what are 2–3 ‘go-to’ plays advertisers should run (e.g., prospecting, mid-funnel qualification, suppression, measurement improvement), and what success metrics should they watch to prove incrementality? I’ll start with a prospecting use case. Yahoo DSP advertisers can activate Experian’s demographic, lifestyle, household and credit propensity segments to identify high-value prospects, while suppressing their own first-party audiences such as CRM lists, site visitors or recent purchasers to ensure that they are truly reaching net new customers.  Advertisers can easily leverage the Yahoo Conversion API (CAPI) to send conversion data back to Yahoo DSP and be able to track incremental conversions from these new audiences. Another example is reaching audiences that are in the market for a purchase. In this case, advertisers can combine Experian’s category-specific audiences, such as auto intenders, with Yahoo search signals to intersect household qualification with real-time intent. For example, an automotive brand can reach consumers who not only fall within priority income bands but are also actively searching for vehicle models or categories. Contact us About our experts Jessica Rocco, Senior Director, Business Development at Yahoo DSP Jessica Rocco is a Senior Director of Business Development for Yahoo Demand-Side Platform (DSP), with over 15 years of experience driving strategic data initiatives and partnerships across the programmatic advertising ecosystem, with a focus on identity, targeting, and measurement. Latest posts

Why does retail marketing need more than broad targeting? Retail marketing needs more than broad targeting because consumers no longer discover products in one place. Consumers move between social platforms, streaming TV, search engines, online marketplaces, and physical stores, often within the same purchase cycle. Online marketplaces like Amazon have become the primary research channel for 51% of consumers across the US, UK, and Canada, while social media now leads product discovery for 73% of Gen Z and 67% of millennials. Discovery is distributed, and it varies by generation. Channel presence alone doesn’t solve this complexity. Retailers need to understand: How consumers engage across channels Where they shop What categories they prioritize How much they are likely to spend To help retailers align strategy with how consumers discover and spend, we outline three core retail audience signals to consider and show how economic and seasonal signals shape activation decisions. Three retail audience signals marketers should use Retail performance is shaped by how consumers engage, where they shop, and what they buy. Experian Audiences help retailers consider all three signals together; channel engagement, retail channel loyalty, and purchase behavior, to build more informed activation strategies. You can find the full taxonomy paths in the appendix. What this signal represents Channel-defined retail engagers reflect consumers whose media habits shape how they discover products. In a fragmented environment, engagement behavior often determines where attention, and response, is most likely to occur. Social platforms in particular play an outsized role in discovery for younger consumers. More than two-thirds (67%) of U.S. consumers aged 16–24 say they have learned about a product through social media videos in their feeds. Younger cohorts, including Gen Z and Millennials, rely more heavily on digital platforms, both social and streaming, as part of their discovery and engagement behavior compared with older generations. Different consumers respond to different channels. Engagement signals help retailers prioritize the channels where attention is already established. Experian Audiences you can activate to reach channel-defined retail engagers: Baby Boomers Broadcast Cable TV Generation Z Streaming First Cord Cutter Households TikTok Users TV Ad Acceptor Households  What this signal represents Purchase environment loyalists reflect consumers who are defined by where they shop; whether online-only, in-store, or somewhere in between. A majority share of consumers (45%) still shop primarily in stores, while online sales still represent a growing share of overall retail activity, reflecting the ongoing importance of both physical and digital channels.  Many shoppers follow a hybrid path to purchase, with 55% visiting a retailer’s website before going to a physical store and 25% accessing it while shopping in-store, reinforcing the importance of omnichannel understanding. Mobile location and retail visitation signals help identify these purchase environment loyalists by connecting digital engagement to real-world shopping activity. By observing where consumers physically shop, in addition to how they browse online, retailers can segment audiences based on demonstrated channel loyalty. Experian Audiences you can activate to reach purchase environment loyalists: Big Box Shoppers Department Store Luxury High Spend Spenders Discount / Dollar Stores: Frequent Spenders Frequent In Store Buyer Households In-Store vs. Online: eCommerce Diehards Big Box and Club Stores: Amazon Frequent Spenders What this signal represents Purchase-driven retail planners reflect what consumers buy, and what they are likely to buy next. Past purchase behavior remains one of the strongest predictors of future spending. Research shows that repeat customers account for roughly 40% of a retailer’s revenue on average, despite representing a smaller share of total customers. These signals allow retailers to prioritize consumers based on demonstrated category demand and discretionary spend.  Experian Audiences you can activate to reach purchase-driven retail planners: Frequent Children's Product Buyers Health and Nutrition Buyer Households High Spending Beauty Buyers High Spending Electronics and Appliance Households Housewares and Home Decor Buyer Households Sporting Goods Frequent Spenders How to layer retail audiences for stronger performance Retail marketers can layer retail audiences for stronger performance by bringing together engagement, shopping behaviors and purchase patterns, these signals are most effective when layered. A household might discover products through social or streaming, prefer to purchase primarily in-store, and over-index on specific categories like beauty, apparel, or electronics. Considering these dimensions together allows retailers to align creative, channel mix, and timing with both shopping mindset and spending capacity. For example: Combine Streaming First Cord Cutter Households with eCommerce Diehards to prioritize digital-first campaigns. Layer Social Media Heavy Users with High Spending Beauty Buyers to align discovery environments with demonstrated category demand. Pair Department Store Luxury High Spend Spenders with discretionary category buyers for premium launches. Activate Discount / Dollar Stores: Frequent Spenders alongside Frequent Children's Product Buyers during key seasonal moments. By combining channel-defined retail engagers, purchase environment loyalists, and purchase-driven retail planners, retailers can move beyond single-variable targeting and build campaigns grounded in how consumers engage, shop, and spend. Prioritizing growth in a polarized spending environment Prioritizing growth in a polarized spending environment starts with recognizing how concentrated retail spend has become, with roughly 20% of consumers accounting for nearly 60% of total spending. At the same time, more shoppers are trading down to discount formats and private labels, including households earning over $100,000 annually. Retailers must defend premium margin while competing for value-driven share, often within the same campaign window. Defending and growing high-value consumers Higher-spending consumers can be identified through income tiers, investable asset indicators, premium credit card usage, and elevated category-level spend. These signals support premium product launches, loyalty reinforcement, and cross-category expansion. Prioritizing these audiences helps retailers protect margin and focus investment on consumers driving disproportionate revenue. Competing in a value-driven environment Deal seekers, coupon users, discount frequenters, and predictive bargain shoppers represent meaningful share opportunities. Targeted promotional strategies allow retailers to compete on value without eroding premium positioning among higher discretionary tiers. When are retail audiences most receptive to outreach? Retail audiences are most receptive to outreach with seasonal retail moments that influence urgency and purchase intent, making timing as important as targeting. Back-to-school and family-driven spend Back-to-school season concentrates on spending among consumers with children. Frequent children’s product buyers and mall visitors often show increased activity during this period. Retailers can align apparel, electronics, and supply campaigns with these signals to capture concentrated demand. Explore our back-to-school retail audiences Prime Day, promotional peaks, and deal behavior Major promotional events such as Prime Day and Black Friday drive heightened engagement among deal seekers, coupon users, and discount frequenters. Layering purchase predictors with value-oriented audiences helps retailers focus promotions on consumers most likely to respond. See the digital behaviors shaping 2026 See Black Friday retail audience insights  Holiday promotions Holiday periods often combine premium gifting with value-driven deal activity. Luxury department store shoppers and high discretionary category buyers may respond to premium creative, while discount shoppers prioritize event-driven promotions. Seasonal signals help retailers time outreach around predictable shifts in shopping behavior. Discover our recent 2025 Holiday shopping spending trends and insights Explore our holiday audiences What sets Experian Audiences apart? Our syndicated audiences give you an advantage across channels, offering both scale and accuracy: Experian’s 3,500+ syndicated audiences are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals. Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Explore some of our Partner Audiences that complement Experian Audiences across key retail use cases, with flexible activation through Experian’s data marketplace or leading activation platforms. Alliant Brand Propensities > Kids Products > Happiest Baby Buyer Propensity Social Propensities > DIY and Crafts > TikTok - DIY Influencers Attain Transaction Data > Past Purchases > Retail > Online Marketplaces Retail > Home Improvement > The Home Depot Kontext In-Market > Health & Beauty > Personal Care > Cosmetics > Makeup > Lip Makeup Shoppers > Home & Garden > Kitchen & Dining > Kitchen Tools & Utensils Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok, or on a platform not listed above? Contact us today. For a full list, download our syndicated audiences guide. Activate in commerce-driven environments Retail audience strategies are most effective when deployed in environments where discovery and purchase converge. Experian’s retail transaction and predictive audiences are available through our data marketplace and can be combined with partner data to build tailored segments aligned to category spend, shopping mindset, and channel receptivity. These audiences can be activated across commerce-driven and social environments, including Amazon, TikTok, and Curated Deals, allowing brands to align precision targeting with high-intent retail environments. By connecting audience intelligence to where consumers are actively browsing and buying, retailers can move from a segmentation strategy to measurable performance. Reach consumers based on real-world retail behavior with Experian Audiences From social-driven discovery to in-store visitation and category-level spend, retail growth is shaped by behavior. Experian Audiences help retailers reach consumers using signals tied to how they actually engage, shop, and spend, supporting programs aligned with real-world retail patterns. Connect with our audience experts FAQs What are Experian Audiences? Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data. They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners. Experian ranks #1 in demographic accuracy according to Truthset, and marketers can choose from 3,500+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk. For a deeper look at our audience catalog, explore our syndicated audience guide. Where can Experian Audiences be activated? You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs. Can I combine Experian data with my own first-party data? Yes, you can combine your own first-party data with Experian's 3,500+ syndicated audiences and additional segments from multiple partner data providers, as a custom audience within a Curated Deal, or self-service via Audience Engine. Appendix Channel-Defined Retail Engagers Consumer Behaviors > Generational Segments > Baby Boomers TrueTouch: Communication Preferences > Engagement Channel Preference > Broadcast Cable TV Consumer Behaviors > Generational Segments > Generation Z Television (TV) > Household/Family Viewing > Streaming First Cord Cutter Households Lifestyle and Interests (Affinity) > Personas (US) Social Media > TikTok Users Television (TV) > Ad Avoiders/Ad Acceptors > TV Ad Acceptor Households Purchase Environment Loyalists Mobile Location Models > Visits > Big Box Shoppers Retail Shoppers: Purchase Based > Shopping Behavior > Department Store Luxury High Spend Spenders Retail Shoppers: Purchase Based > Shopping Behavior > Discount / Dollar Stores: Frequent Spenders Purchase Transactions > Shopping > Frequent In Store Buyer Households Retail Shoppers: Purchase Based > Shopping Behavior > In-Store vs. Online: eCommerce Diehards TrueTouch: Communication Preferences > Purchase Behavior > Wholesale and Big Box Store Shoppers Purchase-Driven Retail Planners Purchase Transactions > Childrens Purchases > Frequent Children's Product Buyers Purchase Transactions > Health and Fitness > Health and Nutrition Buyer Households Purchase Transactions > Cosmetics and Beauty Products > High Spending Beauty and Personal Care Buyers Purchase Predictors > Shoppers All Channels > High Spending Electronics and Appliance Households Purchase Transactions > Household Goods > Housewares and Home Decor Buyer Households Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Sporting Goods Frequent Spenders Alliant Brand Propensities > Kids Products > Happiest Baby Buyer Propensity Social Propensities > DIY and Crafts > TikTok - DIY Influencers Attain Transaction Data > Past Purchases > Retail > Online Marketplaces Retail > Home Improvement > The Home Depot Kontext In-Market > Health & Beauty > Personal Care > Cosmetics > Makeup > Lip Makeup Shoppers > Home & Garden > Kitchen & Dining > Kitchen Tools & Utensils Latest posts

Commerce media networks have had a strong start. Growth has been fast, demand has been strong, and brands have made it clear they want closer access to commerce-driven audiences. But as more networks mature and enter the space, many are starting to feel the same pressure point: scale. Most commerce media networks were built as managed service businesses. That model works well early on. High-touch, white-glove partnerships make sense when you’re working with a handful of strategic brands. But there’s a ceiling. There are only so many teams, only so much inventory, and only so many advertisers that model can realistically support. It’s one thing for a large retailer to build custom programs for a P&G. It’s another to do that at scale for hundreds or thousands of brands. At some point, growth slows, not because demand disappears, but because the model can’t stretch any further. The scale problem no one likes to talk about That’s where many commerce media leaders find themselves today. Pausing to assess what comes next. For a long time, growth has been measured almost entirely through media dollars. That mindset is understandable. Media is familiar, it's easy to quantify. It shows up clearly in negotiations and revenue reports. But viewing commerce media networks purely as media sales engines creates long-term risk. It can strain brand relationships, limit innovation, and distract from what commerce media networks actually do better than almost anyone else: understand consumers deeply. Signals are the real asset Commerce platforms sit close to decision-making. They see what people search for, what they consider, what they buy, and when those behaviors change. Those signals are incredibly powerful. And yet, most networks only activate them inside their own walled environments. That’s a missed opportunity. Curation represents the next area of growth for commerce media networks, and it doesn’t require replacing or diminishing existing media revenue. In fact, it complements it. No single commerce media network has all the data needed to give advertisers the scale and reach they're looking for. And no advertiser wants to recreate the same audience in dozens of disconnected platforms. That friction creates inefficiency and slows decision-making. Why collaboration supports sustainable growth The opportunity is to look beyond first-party data alone and start thinking about collaboration. Second-party data. Data partnerships. Signal sharing done responsibly and transparently. Imagine an advertiser defining an audience once and being able to understand and reach that audience across multiple commerce environments. Not through a series of disconnected buys, but through a more consistent approach built on shared understanding leading to increased reach and more impactful campaigns. That’s easier for advertisers to manage, and it creates an additional revenue stream for commerce media networks that complements media sales rather than competing with them. Curation strengthens media, it doesn't replace it Media will always play an important role. There is clear value in custom experiences tied directly to a commerce environment. Think buyouts, sponsored experiences, custom creative integrations. Those are situations where brands want to work closely with the network itself. But the signals commerce media networks hold don’t need to be limited to those moments. Those signals can be monetized independently through data products, co-ops, and partnerships that extend their value into other channels. That’s how curation adds value without undercutting existing revenue. A practical path forward for commerce media leaders For commerce media leaders thinking about their next phase of growth, the focus should be on sustainability. Building a massive media operation takes time and investment. Data-driven revenue streams can be introduced more quickly, require fewer internal resources, and provide steadier margins. It’s a practical approach. Use signal-based revenue to fund growth. Let that revenue support investment in tooling, talent, and media innovation over time. Bootstrapping, in the truest sense. Why transparency matters early There’s also a broader responsibility here. In many advertising channels, transparency followed growth, often after pressure from the market. Commerce media networks have an opportunity to do this differently. To lead with transparency from the start. To be clear with brands and consumers about how data is used, how signals are created, and how value flows through the ecosystem. Because the reality is this: commerce media networks are holding some of the most valuable intent signals in the market today. But those signals don’t retain their value in isolation. If they aren’t enhanced, combined, and made accessible in the right ways, someone else will step in to do it. And when that happens, control shifts away from the source. The bottom line The next chapter of commerce media isn’t just about selling more media alone. It’s about recognizing the value of the signals already in hand, working together to make them more useful, and building additional revenue streams that support long-term growth. That’s how commerce media networks grow without eating their own lunch. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. Latest posts

Curation is becoming the standard for programmatic buying because it improves transparency, cost efficiency, and measurable performance in privacy-first environments. It connects trusted data with premium supply paths, making scale more accountable and aligned to outcomes. For years, success meant reaching as many impressions as possible at the lowest cost. That model delivered reach, but it didn’t always deliver results. As privacy standards tightened and signals fragmented, scale alone stopped translating into performance. In 2026, programmatic buying looks different. Advertisers are moving toward better-defined paths to results. Curation, once a niche tactic, is now becoming central to a brand’s strategy shaping how media is planned, activated, and measured. How is programmatic buying shifting from broad access to intentional activation? Programmatic buying is shifting from broad, open exchange access to curated, performance-ready supply paths. Advertisers now prioritize quality, transparency, and data alignment over raw impression volume. Curation is reshaping programmatic into something more focused, efficient, and accountable. Instead of relying on uncurated open exchange buying (the old “needle in a haystack” example), advertisers are curating both audiences and supply paths to better surface high-value opportunities at the right price. They're combining high-quality inventory with trusted data, identity, and optimization to create premium private marketplace (PMP) deals designed for performance. In practice, this means the open exchange remains the source of scale, while curation determines how that scale is accessed and optimized. Programmatic curation explained in Marketecture In a privacy-first environment, curation brings identity, quality, and control together. It allows marketers to activate across connected TV (CTV), audio, in-app and the open web while reducing waste and improving transparency. What's the performance case for curation? Curation drives measurable efficiency gains for both buyers and sellers. Experian’s identity foundation strengthens this alignment by ensuring audience consistency across curated supply paths, improving match quality, and cross-channel measurement. A growing share of programmatic spend now flows through curated private marketplaces because they improve cost control and outcomes. The shift toward curated buying paths reflects how the open exchange itself is evolving. 2026 Digital trends and predictions report 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 More than 66% of open-exchange ad spend, representing over $100 billion annually, now flows through curated PMPs. Advertisers are seeing data cost savings of 36-81% compared to uncurated open exchange buying, while publishers benefit as well, with revenue lifts of up to 70% on mobile and 13% on CTV. These gains come from alignment. Curated deals provide: More direct paths to the right inventory Improved win rates Dynamic optimization capabilities Better visibility into ad placements Flexibility to use preferred activation tools When data and supply are aligned at the deal level, performance becomes more predictable and measurable. How are supply-side platforms accelerating curation? Supply-side platforms (SSPs) are embedding curation directly into their infrastructure. This is making curated buying easier to execute at scale. SSPs like Index Exchange, Magnite, and OpenX now embed curation tools directly into their platforms that enable: Real-time optimization Data enrichment Transparent buyer-to-publisher connections Audigent’s collaboration with Index Exchange brings curated inventory directly into DV360 through Index Marketplaces. For marketers, this translates to faster activation, clearer insights, and more control across the supply path. Curation is no longer a workaround layered on top of programmatic. It’s becoming part of the core transaction. Why are agencies stepping into the curator role? Agencies are building curated marketplaces to improve performance and differentiate their media strategies. Curation gives them more control over data costs, transparency, and client outcomes. Holding company GroupM and independent agency Butler/Till are building their own curated marketplaces. These deals allow them to: Control data costs Maintain transparency Improve performance while reducing reliance on open-market bidding For advertisers, agency-curated deals provide accuracy without added complexity. For agencies, curation strengthens their strategic power beyond buying power. How does data collaboration expand curated activation? Curation works best when data partners collaborate within the deal structure. Curated PMPs allow trusted audience segments to move closer to supply without additional friction. Through Experian Curated Deals, high-performing audience segments are made available directly within curated PMPs. This includes PurpleLab’s HIPAA-compliant audiences, enabling privacy-conscious activation across verticals like B2B, CPG, health, retail, and travel. Experian Curated Deals are live across major buying platforms, including: Amazon DSP DV360 via Index Marketplaces Nexxen Marketers can activate trusted data without added contracts or data fees, expanding reach while maintaining governance and control. Audigent named Microsoft Advertising's Curator of the Year Experian's identity foundation ensures audiences remain consistent across channels. Audigent’s supply-path intelligence strengthens efficiency and optimization. Together, we create a performance-focused buying environment. How does real-time optimization keep curation flexible? Curation supports in-flight optimization tied directly to performance metrics. Curated deals evolve based on outcomes. Experian Curated Deals support in-flight optimization using metrics like conversions and return on ad spend (ROAS). Audigent supports mid-flight campaign adjustments without sacrificing transparency or control. How a pet brand beat audio campaign goals by 63% with Experian Curated Deals In emerging channels, this flexibility is especially valuable. A national e-commerce pet brand partnered with Audigent to test audio advertising for the first time using Experian Curated Deals. With limited bandwidth and a need for fast results, the team saw immediate impact. Audio campaigns beat KPIs by 63%, drove stronger purchase intent than competing platforms, and earned ongoing budget and executive support. Download the case study Performance validation is why curation continues gaining momentum. The takeaway: Curation is central to privacy-first addressability Curation now anchors privacy-first addressability. It aligns data depth, identity, and supply-path optimization within a controlled marketplace structure. By combining Experian’s identity foundation with Audigent’s activation and optimization capabilities, Experian Curated Deals help marketers: Personalize messaging across channels Optimize campaigns in real-time Prove results across every channel Activate across preferred DSPs without operational friction To explore this trend and the others shaping marketing in 2026, download our 2026 Digital trends and predictions report. Download Connect with our team if you're ready to get started with curation About the author Jake Abraham Head of Strategic Partnerships, Experian Jake Abraham is Head of Strategic Partnerships at Experian Marketing Services, where he leads efforts in publisher monetization, cloud solutions, and Experian’s data marketplace. Known for his ability to connect strategic vision with real-world execution, Jake brings deep expertise in AdTech and media innovation. Prior to Experian, Jake was Chief Commercial Officer at Audigent (acquired by Experian in 2024) and spent five years at the Hearst Corporation, where he developed content strategy for its digital agency, iCrossing. He began his career as an award-winning film and television producer, a foundation that continues to inform his creative and strategic approach to the industry. Programmatic curation FAQs What is programmatic curation? Programmatic curation packages high-quality inventory and trusted data into private marketplace deals designed for performance. Instead of buying broadly across the open exchange, marketers activate pre-aligned supply paths that improve transparency, efficiency, and outcomes. Why are more marketers moving budget into curated PMPs? Marketers are shifting budget into curated PMPs because curated deals improve cost control, transparency, and performance predictability. Curated supply paths reduce data waste, increase win rates, and align identity with premium inventory in a privacy-conscious structure. How does Experian support curated programmatic strategies? Experian supports curated programmatic strategies by combining Experian’s identity foundation with Audigent’s curation and optimization technology. Experian’s data powers audience consistency across channels, and curated deals embed that data directly into supply paths for measurable performance. How should marketers balance open exchange and curated PMPs? Marketers should treat the open exchange as a source of scale and curated PMPs as a layer of control and performance alignment. The open exchange provides reach, and curated supply paths refine how that reach is accessed, measured, and optimized. Together, they create a more accountable and flexible buying strategy. How does curation improve performance in privacy-first environments? Curation improves performance in privacy-first environments by aligning deterministic and contextual data with premium inventory inside controlled deal structures. Experian’s identity capabilities support cross-channel consistency, and curated supply paths reduce reliance on fragmented legacy identifiers. Latest posts

Why does energy marketing need more than geography targeting? Energy usage doesn’t rise and fall evenly across a service area. Even within the same ZIP code, household electricity consumption can vary, driven by differences in household size, time spent at home, technology adoption, and lifestyle choices. While location influences climate exposure, behavior shapes how energy is ultimately consumed. Seasonal moments like peak summer usage and auto sales cycles create predictable shifts in household energy needs, while moments like Earth Day influence awareness and motivation. Experian Audiences help energy and utility marketers align outreach to these moments using observable, privacy-safe signals tied to how households live, without relying on meter data. To help energy marketers plan more effective, adaptable programs, we outline household energy behaviors then show a seasonal approach that turns those behaviors into timely opportunities for activation. You can find the full taxonomy paths in the appendix. Three core energy audience categories Who they are Smart energy optimizers are households aligned with cleaner and more efficient energy choices, supported by action-based signals tied to renewable interest and smart home adoption. Smart energy optimizers are more likely to invest in connected home technology and actively manage energy use. Approximately 14% of U.S. households now use a smart thermostat, while interest in renewable energy is also growing, with about one in five U.S. homeowners considering solar. Experian Audiences you can activate to reach smart energy optimizers Eco-sustainable Travel Environmentally Green Consumers Online Solar Energy System Intenders Original Traditionalists Shopping Behavior > Smart Greens Smart Home Security System Buyers How to use these audiences Activate Smart Greens and Environmentally Green Consumers for clean energy and renewable sourcing outreach. Activate Online Solar Energy System Intenders to reach households actively researching solar or adjacent solutions, and Smart Home Security System Buyers to align your messaging around connected home energy management and conservation. Who they are Alternative energy drivers are consumers whose transportation behavior reflects fuel efficiency and alternative energy awareness. Vehicle ownership and switching signals often reflect a broader household energy mindset. EV owners and alternative fuel drivers often charge at home, with ~80% of EV charging happens at home, linking transportation decisions directly to household energy use. This serves as useful signals for messaging around charging optimization, time-of-use rates, and home energy upgrades. Experian Audiences you can activate to reach alternative energy drivers In Market-Fuel Type > Electric CUV SUV In Market-Fuel Type > Electric Luxury In Market-Fuel Type > Electric Non-Luxury In Market-Fuel Type > MPG Conscious Ownership Switchers > Alternative Fuel Ownership Switchers > Electric Ownership Switchers > PHEV Ownership-Make and Models > Tesla Model S Ownership-Make and Models > Tesla Model X Ownership-Make and Models > Toyota Prius Prime How to use these audiences Activate Electric, Plug-in Hybrid Electric Vehicle (PHEV), and Alternative Fuel Ownership Switchers to align your outreach with households actively shifting vehicle types, a shift that often increases home electricity usage and introduces charging considerations. Layer Electric CUV SUV and Electric Non-Luxury audiences for broader EV adoption messaging and use Tesla and Prius Prime owners as indicators of energy-conscious household behavior. Who they are Persuadable energy planners are households open to energy messaging tied to usage, cost, or timing rather than sustainability alone. Persuadable energy planners often have higher in-home energy use driven by larger household size and more time spent at home. More than over 70% of U.S. households cite energy costs as a major concern, making them strong candidates for usage monitoring, rate plan education, and efficiency programs framed around savings and control. Beyond usage and rate education, persuadable energy planners may also be receptive to awareness-based outreach around assistance programs, budget management tools, or flexible payment options. Using privacy-safe household context, demographics, and geo-indexed indicators, energy providers can responsibly inform communities during periods of higher demand. Experian Audiences you can activate to reach persuadable energy planners At Home Retired and Empty Nester Households At-Home: Families at Home (kids under 13) At-Home: Families at Home (kids 13+) High Spending Business and Home Office Buyers Home Office Likely Home Based Businesses Non-Committal Environmentalists Undecided Environmentalists How to use these audiences Activate Undecided Environmentalists for usage-focused and rate plan messaging. Activate Non-Committal Environmentalists for education tied to household energy impact, monitoring tools, and cost transparency rather than sustainability-led framing. Layer the Home Office and At Home Retired and Empty Nester Households to reach households with sustained, always-on energy usage driven by daytime occupancy, work equipment, and connected devices, making them strong candidates for usage monitoring, time-based rates, and efficiency programs focused on cost control. When are energy audiences most receptive to outreach? Seasonal and cultural moments influence household attention, urgency, and motivation, making timing just as important as targeting. Peak summer usage: Cooling, occupancy, and smart energy During peak summer months, residential electricity demand rises sharply as cooling becomes the largest driver of household energy use. Air conditioning alone accounts for nearly one-fifth of total residential electricity consumption in the U.S., and roughly 87% of U.S. homes use air conditioning. But not all households contribute equally to peak demand. Household behavior plays a major role. Time spent at home, driven by remote or hybrid work and daily routines, along with household size, can increase cooling needs and baseline electricity demands. These dynamics make summer an ideal moment to engage households around efficiency programs, demand-response initiatives, and connected home solutions. EV adoption and auto sales cycles shape home energy use Recent adoption and usage patterns show how electric vehicle (EV) ownership is reshaping residential energy demand. MetricData pointShare of U.S. new vehicle salesEVs account for ~9–10% of all new vehicle salesImpact on household electricity usageEV-owning households use ~20–30% more residential electricity Auto sales cycles, such as year-end promotions, model-year transitions, and incentive-driven holiday periods, often coincide with spikes in EV purchases. For utilities, these moments create opportunities to anticipate new charging demand and introduce rate plans, managed charging, and home energy programs as EVs enter the household. Earth Day and sustainability moments: Attitudes vs. action Seasonal moments like Earth Day, climate awareness campaigns, and sustainability-focused promotions draw attention to energy themes, creating a natural window for energy brands to engage, but the message matters.  While roughly 70% of Americans support clean energy, only about 30% say they’re willing to pay more for it. That gap reflects differences in how people prioritize values, cost, and day-to-day practicality. For households with strong sustainability values, these moments can be used to reinforce interest in renewable sourcing, emissions reduction, and long-term environmental impact. For others, the same moments can open the door to conversations focused on usage, affordability, and control, where energy benefits are framed through savings, efficiency, and timing. Together, these groups represent a broader opportunity for utilities to expand engagement by meeting customers where they are. Sustainability-first messaging resonates with value-driven households, while cost- and usage-led framing helps translate awareness into action for those motivated by practicality. This dual approach allows Earth Day and similar moments to support both values-led engagement and participation at scale. What sets Experian Audiences apart? Our syndicated audiences give you an advantage across channels, offering both scale and accuracy: Experian’s 3,500+ syndicated audiences are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals. Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Explore some of our Partner Audiences that complement Experian Audiences across key energy and utility use cases, with flexible activation through Experian's data marketplace or leading activation platforms. Alliant In-Market for New Green Car Moms Who Buy Green TruGreen Buyer Propensity Attain Direct Energy Rent & Utilities > Gas & Electricity Green Mountain Energy Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok or on a platform not listed above? Contact us today. For a full list, download our syndicated audiences guide. Reach households based on real-world energy behavior with Experian Audiences From peak summer cooling to EV charging and cost-driven planning, seasonal energy demand is shaped by behavior. Experian Audiences help energy and utility marketers reach households using signals tied to those real-world patterns, supporting programs aligned with how energy is actually used. Connect with our audience experts FAQs What are Experian Audiences? Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data.They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners.Experian ranks #1 in demographic accuracy according to Truthset, and marketers can choose from 3,500+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk.For a deeper look at our audience catalog, explore our syndicated audience guide. Where can Experian Audiences be activated? You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs. Can I combine Experian data with my own first-party data? Yes, you can combine your own first-party data with Experian’s 3,500+ syndicated audiences and additional segments from multiple partner data providers, as a custom audience within a Curated Deal or self-service via Audience Engine. Appendix Smart energy optimizers Travel Intent > Travel Preference > Eco-sustainable Travel GreenAware > Behavioral Greens > Environmentally Green Consumers Lifestyle and Interests (Affinity) > In-Market > Online Solar Energy System Intenders Psychographic/Attitudes > Retail Shoppers > Original Traditionalists Psychographic/Attitudes > Shopping Behavior > Smart Greens Retail Shoppers: Purchase Based > Lifestyle and Interests > Smart Home Security System Buyers Alternate energy drivers Autos, Cars and Trucks > Ownership Switchers > Alternative Fuel Autos, Cars and Trucks > Ownership Switchers > Electric Autos, Cars and Trucks > In Market-Fuel Type > Electric CUV SUV Autos, Cars and Trucks > In Market-Fuel Type > Electric Luxury Autos, Cars and Trucks > In Market-Fuel Type > Electric Non-Luxury Autos, Cars and Trucks > In Market-Fuel Type > MPG Conscious Autos, Cars and Trucks > Ownership Switchers > PHEV Autos, Cars and Trucks > Ownership-Make and Models > Tesla Model S Autos, Cars and Trucks > Ownership-Make and Models > Tesla Model X Autos, Cars and Trucks > Ownership-Make and Models > Toyota Prius Prime Persuadable energy planners Consumer Behaviors > At-Home: Retired/Empty Nesters > At Home Retired and Empty Nester Households  Consumer Behaviors > At-Home: Families at Home (kids under 13) Consumer Behaviors > At-Home: Families at Home (kids 13+) Purchase Transactions > Home Office/Business > High Spending Business and Home Office Buyers   Consumer Behaviors > Occupation: Work from Home > Home Office  Business Executives (B2B) > Work From Home (WFH) > Likely Home Based Businesses  GreenAware > Think Greens > Non-Committal Environmentalists  GreenAware > Potential Greens > Undecided Environmentalists  Alliant Automotive > In-Market > In-Market for New Green Car Purchase Behaviors > Composites > Moms Who Buy Green Brand Propensities > Home & Household Goods > TruGreen Buyer Propensity Attain Rent & Utilities > Gas & Electricity > Direct Energy Transaction Data > Past Payments > Rent & Utilities > Gas & Electricity Rent & Utilities > Gas & Electricity > Green Mountain Energy Latest posts