All posts by Experian Marketing Services
Explore the biggest Black Friday 2026 trends, deals, and data-driven strategies to reach the right shoppers this season.
At Cannes Lions 2026, we spoke with leaders from DeepIntent, IQVIA Digital, Klick Health, and PulsePoint on what it takes to move patients from awareness to care.
Learn how to reach, engage, and retain members during open enrollment with privacy-forward targeting.
Discover how Experian Audiences help build political campaign audiences using voter priorities, media behaviors, and election timing for more relevant outreach.
Discover how pharma marketers use privacy-safe health audiences to reach patients and providers while activating compliant condition-based segments.
Experian Audiences are now available in the Adobe Advertising DSP, helping marketers activate reliable audience data across connected media workflows.
Identified in The 2021 Digital Advertising Trends Report published by Postclick, marketers are striving to improve and enhance their segmentation and targeting strategies in their digital ad campaigns. Carlos Lopez, SVP of Brand Planning at Digitas Health predicted that in 2021, the challenge will be to overcome the death of third-party cookies and still deliver a personalized advertising experience. It’s fair to say that his prediction will still be impacting marketers past 2021 with the delay of cookie deprecation. These goals along with the constantly changing digital landscape paint a challenging picture for even the most advanced marketers. Marketers can be prepared for the next era of digital marketing by finding the right mix of partners that offer privacy-safe, cookie-free solutions. Smart marketers will employ these solutions and compare these results with data from cookies. The Tapad + Experian Take The Tapad Graph enables brands, agencies, and ad tech platforms to identify and target individuals and households across their digital touchpoints. With this data, they can personalize messages across devices, measure and optimize throughout the customer journey, and then report back on conversions at the individual and household levels. Tapad, now part of Experian, leverages a machine learning algorithm that determines these connections at scale by using probabilistic models with authenticated, privacy-safe, real-time data. There are a myriad of cookieless IDs emerging in the marketplace, and it’s not likely going to be a one size fits all situation. In order to be prepared for the next era of digital marketing, marketers should diversify ID partners and be proactive with testing while the cookie is still around to benchmark against. With Switchboard, a module within The Tapad Graph, we’ve been able to develop connections between traditional digital identifiers (IP Addresses, MAIDs, CTV IDs) and the new wave of cookieless IDs (UID2.0, Panorama ID, ID5 ID) that will be utilized in the future. Here’s an example of what The Tapad Graph and Switchboard looks like at the Household level with various traditional digital identifiers and cookieless IDs. Get in touch
The result of epic shifts from traditional cable to streaming television, the CTV ecosystem is experiencing compounded fragmentation, making it challenging for marketers to leverage in the most effective way for both activation and measurement. Heralded as the hot new household level device for highly engaged viewers, CTV brings massive opportunities for brands to move users down the funnel and incorporate CTV into their attribution modeling post-campaign. Leveraging CTV IDs within a cross-device identity resolution strategy can yield big benefits if you know how to do it right. Check out our breakdown of today’s CTV landscape to help you better understand how and what you can leverage for activation and measurement in the streaming-verse today. CTV Ecosystems as identifiers (for illustrative purposes only) This is just a small peak at the players and complexities of CTV IDs available for marketers today, but it illustrates the need to understand what IDs can benefit your strategies and where you can use them. Addressability and attribution Not all CTV devices and IDs are addressable; or have ad slots for biddable inventory for advertisers. For example, Apple TV devices and Apple TV + are not ad supported, but could still appear within an identity graph for measurement purposes; helping understand customer behavior and habits, which can inform marketing strategies. Having a household to individual view that's as inclusive as possible can provide valuable insights. CTV identity strategy Whether or not CTV devices or apps are addressable for advertisers, they can bring immense value when leveraged as part of a holistic identity resolution strategy. As a household level device with user authentication it can provide marketers a top-down view; unlocking household:individual targeting opportunities and unification of IDs at both levels for frequency management and customer journey mapping Get started with us Tapad, part of Experian, offers CTV ID onboarding and extension to our CTV ID Universe as a part of The Tapad Graph suite of products.
CPG companies often base marketing decisions on custom market positioning studies, surveys and generic consumer personas. There’s a better way...