All posts by Steve Podzamsky, Lead Product Manager

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 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

Why does activation expand the value of first-party data? First-party data already delivers value through insight, personalization, and owned-channel engagement. In 2026, marketers expand that value by activating first-party data across owned and paid media channels. Activation is how existing data investments scale beyond CRM into broader audience strategies. Simply capturing customer data used to feel like a win. Building a CRM, capturing emails, and logging transactions delivered valuable insights and fueled owned channels like email and direct mail. But that was largely where activation stopped. In 2026, that mindset is no longer enough. Owning first-party data is now just the starting point. The real advantage comes from what marketers do next. Safely turning static records into addressable, scalable audiences is where first-party data can continue to prove its value. How are marketers shifting from data collection to data connection? As signals fragment, marketers are shifting from data collection to data connection to make first-party data usable across channels. Experian supports this shift by helping marketers onboard and resolve their data into a clean, connected foundation using our identity graphs. Connecting offline and online interactions allows brands to unify customer data across touchpoints to make it actionable. That connection enables more use cases, from audience activation and measurement to personalization and cross-channel optimization. Most brands recognize the value of their own data. Fewer have the infrastructure to make it work across the media ecosystem. Data often sits in silos, disconnected from activation platforms, analytics, and measurement. Without the ability to unify, enrich, and deploy that data, first-party data remains underutilized. In 2026, leading marketers are closing that gap by turning first-party data into audiences they can reach across owned and paid channels, bringing consistency to targeting and measurement. That same connectivity also enables better suppression, allowing brands to avoid targeting existing customers in prospecting campaigns. For consumers, this reduces irrelevant and repetitive ads. For marketers, it improves efficiency and protects the customer experience. With Experian’s identity foundation in place, first-party data becomes usable across the media ecosystem. Marketers can enrich their first-party data with behavioral, demographic, and lifestyle insights, combined with trusted partner data, and activated across channels like social, programmatic, and TV, from a single environment. Why is first-party data becoming central to media planning? First-party data has become central to media planning because it gives marketers control, consistency, and continuity across channels. As media environments fragment, first-party data provides a stable signal that supports activation, personalization, and measurement at scale. Rather than relying on any single data source, marketers are increasingly combining their own first-party data with trusted third-party and partner data to extend reach, improve relevance, and fill gaps in their own insights. Doing so effectively requires deterministic matching, privacy-first infrastructure, and partners that can support both owned and syndicated data at scale. This approach allows brands to maintain control over their customer relationships while continuing to utilize third-party data for prospecting, modeling, and performance optimization across channels. As a result, first-party data activation is now central to how media strategies are planned and executed. 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 What business impact does first-party data activation deliver? First-party data activation delivers measurable business impact, including: 70% of B2B marketers plan to increase their use of first-party data, more than any other data strategy. 67% percent of brands and 80% of publishers expect to grow their first-party data sets in the next year. The payoff is tangible. Activating first-party data can reduce customer acquisition costs by up to 50% and drive a 10-15% lift in revenue. Activation drives efficiency. Brands that put their own data to work see lower acquisition costs and stronger revenue lift. These gains come from relevance. When marketers activate audiences built from known customer relationships, they reduce waste and optimize toward outcomes that matter. Experian’s Audience Engine supports this model at scale. Audience Engine helps marketers onboard and activate first-party data through a single unified platform. It connects more than 3,500 syndicated audiences, over 50 media platforms, and 20+ third-party data providers. Marketers can combine, gain insights from, and deploy first-party data quickly. What should marketers plan for first-party data activation in 2026? In 2026, marketers should plan for first-party data to operate across onboarding, activation, and measurement as a connected workflow. Planning now centers on interoperability, scalable activation tools, and privacy-forward enrichment rather than isolated data use cases. Identity underpins each of these three shifts. 1. First-party onboarding is table-stakes Bring your CRM into programmatic and TV to extend reach, lower activation costs, and combine with trusted syndicated and partner audiences for scale. 2. Unified activation tools accelerate execution Use a unified activation toolset like Experian's Audience Engine to view and activate your first-party data and partner segments across 50 platforms (including display, connected TV, and social) while also building lookalike audiences to reach new customers similar to your best ones. Planning for first-party activation doesn't require starting at scale. For small and mid-sized businesses, the path forward can begin with manageable, privacy-safe data onboarding and testing. Tools like Experian’s Audience Engine offer scalable entry points, helping all marketers (not just enterprises) implement first-party data activation. 3. AI-driven enrichment enhances performance Machine learning can identify patterns, predict behavior, model lookalikes, and uncover actionable insights to increase reach and relevance, even as traditional signals fragment. With Experian’s in-house modeling capabilities, marketers gain faster access to advanced machine learning and the ability to define their own model parameters. This gives teams direct control over how audiences are built and optimized, allowing them to activate insights quickly, iterate as strategies evolve, and avoid the limitations of black-box third parties and long development cycles Why first-party data activation matters to marketers in 2026 In 2026, first-party data delivers value when marketers activate it across channels. The opportunity is to extend the value of what already exists through activation, enrichment, and identity-led connection across channels. That means uncovering insights within your existing customer base, building lookalikes from your highest-value audiences, and activating those segments across every channel. With Experian’s Audience Engine, marketers can onboard, enrich, and activate their first-party data in one secure, interoperable platform. Identity connects to outcomes. Performance becomes measurable. Privacy stays at the core. To explore this trend and the others shaping marketing in 2026, download our 2026 Digital trends and predictions report. Download Ready to connect with our team? About the authors Doug McLennan Sr. Director, Product Management, Experian Doug McLennan is the Senior Director of Product Management at Experian Marketing Services where he is focused on product strategy for activation. His past work includes managing syndicated audiences at Oracle Data Cloud and building personalized video ad products at an agency. Doug lives in Colorado and skis as much as his family will allow. Rachael Weinstein Director of Product Management, Experian Rachael Weinstein is the Director of Product Management at Experian Marketing Services where she is focused on product strategy. Previously, she held product roles in advanced TV at WarnerMedia and worked in analytics across multiple startups. First-party data activation FAQs What is first-party data activation? First-party data activation means using a brand’s own customer data to build addressable audiences across paid and owned channels. Experian’s identity spine connects, enriches, and activates that first-party data consistently while preserving control and privacy. Why does first-party data need identity to work across channels? First-party data needs identity to connect customer records across devices, platforms, and environments into a unified view. Experian identity resolution makes it possible to activate, measure, and manage frequency consistently across paid and owned media. How does first-party data activation improve efficiency? First-party data activation improves efficiency by reducing waste and increasing relevance. Marketers focus spend on known and modeled audiences, suppress existing customers in prospecting, and optimize toward outcomes rather than impressions. How does Experian support first-party data activation? Experian supports first-party data activation by resolving, enriching, and activating customer data using identity as the foundation. Through Audience Engine, Experian enables onboarding, audience creation, cross-channel activation, and measurement within one environment. Latest posts

I’ve officially been at Experian Marketing Services for one month. That’s long enough to get past the onboarding checklists, meet an incredible number of people, and start connecting the dots between what I believed from the outside and what I now see clearly from the inside. What’s surprised me most is not the scale of Experian's assets. Everyone knows Experian operates at massive scale. It’s the uniqueness of how those assets come together. Identity. Activation. Curation. Optimization. Measurement. And a culture that understands the responsibility that comes with being the identity and data backbone for the AdTech ecosystem. There’s real energy here around not just what’s possible, but how to do it the right way. Very early on, this felt like the right move. The people confirmed it immediately. The leadership team reinforced it just as quickly. There’s alignment around how we go to market, how we think about identity, and how seriously we take client trust. That matters, especially in a moment when marketers are being asked to do more with less, prove everything, and still protect the consumer at every turn. The reality marketers are facing right now I’ve spent my career working with brands and agencies navigating change. What’s different right now is the level of fragmentation. Signals are everywhere. They’re coming from transactions, media exposure, location, content consumption, commerce, and increasingly from AI-driven interactions that don’t follow traditional linear paths. The challenge is no longer access to data. It’s coherence. If I’m a marketer today, my core question is simple: How do I tie a durable identity structure to constantly evolving consumer signals, and feed that intelligence into the right places at the right time? Especially as I start interacting with AI buying agents that will make decisions on my behalf. If the signals those systems receive are noisy, incomplete, or misaligned with my brand, I lose control fast. Identity has to be the foundation That’s where identity stops being a background capability and becomes foundational. Without a strong, continuously refreshed identity framework, everything downstream breaks. Planning becomes guesswork. Activation becomes inefficient. Measurement becomes misleading. I see too many brands treating identity as a one-time project. Build a graph. Do some householding. Declare victory. But people change. Households change. Signals multiply. Identity has to evolve just as fast. One of the biggest misconceptions I walked into was how narrowly Experian is often viewed. Many marketers still think of us as a place to buy attributes. Full stop. What I see now is a connected system that supports the full marketing lifecycle: Audience creation Activation Curation Optimization Measurement All grounded in identity and executed in a way that’s measurable and privacy-forward. Audigent + Experian’s data marketplace. This is where things click. This becomes even more powerful when you layer in Audigent. Audigent was foundational in defining curation, the idea that it’s not just about having data or inventory, but about intentionally pairing the right audience signals with the right supply to drive outcomes. When you combine Audigent’s curation expertise with Experian’s identity, data, and marketplace capabilities, something meaningful happens. That same philosophy extends directly into our data marketplace. It’s not just about accessing unique data sets. It’s about safely combining Experian data with partner data, or even multiple partner data sets together, to create audiences that simply don’t exist anywhere else. Then tying those audiences to real-world exposure and conversion across online and offline environments. This matters across industries, but especially in two places: Regulated verticals like healthcare and financial services, where accuracy and privacy are non-negotiable. Industries sitting on valuable first-party data like retail, travel, and automotive. No single company has all the signals they need. The opportunity is in collaboration. Partnering data in a trusted environment to create better outcomes and, in many cases, entirely new revenue streams. Looking ahead As AI continues to reshape how media is planned and bought, signals will become the currency. Not just any signals. The right ones. Curated, contextual, and connected to identity in a way that reflects real consumer behavior. Marketers who win will be the ones who control that signal flow, rather than reacting to it. After one month, what excites me most is that Experian is built for this moment. Years of investment in identity. A data marketplace designed for collaboration. And teams who understand that our job is not just to help marketers reach people, but to help them do it responsibly, efficiently, and in a way that actually drives outcomes. We’re just getting started. 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

How should CMOs think about data as part of their audience strategy? The best digital marketers possess excellent storytelling capabilities—and they fuel the plot with data. When you think about it, your audience strategy is the whole story, and the type of data you use helps create each chapter. Just as any good book incorporates numerous literary devices, you must use more than one type of data to develop a dynamic, relevant, and timely narrative that captures your target users’ attention. In 2026, marketers should prioritize and invest in data and targeting strategies beyond just first-party to drive growth, improve efficiency, and strengthen customer relationships. 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 Why is first-party data not sufficient on its own? First-party data provides a strong foundation for targeting and measurement. It reflects information consumers have shared directly through brand interactions. That makes it reliable and central to audience strategy. That foundation alone does not tell the full story. First-party data defines known customers, but limits reach and frequency. Growth depends on expanding beyond existing relationships. Think of first-party data as a way to create an outline, not the whole story, about your target audiences—the main characters in your marketing. To flesh out the entire narrative about them, you must source, connect, and activate additional data. The ability to unify different data sources with accuracy, scale, and privacy at the forefront sits at the core of Experian’s business. We unify household, individual, device, demographic, behavioral, and first-party signals, along with contextual and geographic data points, to build a reliable view of consumers, even when specific signals are missing. This clarity helps you personalize, target, activate, and measure with confidence. By layering third-party data, contextual data, and geolocation data onto your first-party data foundation, your advertising strategies become stronger than if you used any of these sources as standalone solutions. How do different types of third-party data add depth to audience profiles? Third-party data expands understanding beyond known customers. If first-party data is the outline, third-party data helps with “character development”—a.k.a., adding detail to your audience profiles. Good third-party marketing data complements first-party insights with demographic, behavioral, and transactional context, providing the missing puzzle pieces to complete the full customer profile. Filling in gaps in customer understanding helps you identify, reach, and engage current and new customers more effectively. Third-party data allows brands to build loyalty with consumers by speaking to their interests and intent behind purchases. Third-party data opens up new targeting tactics for advertisers, such as: Behavioral How people engage with brands or how they use social media Demographic Age, gender, education, income, and religion Health A combination of demographics, behaviors, and health needs Interest Delivering ads based on interests, hobbies, or online activities Location Where people live, work, or spend large amounts of time Psychographics Shared characteristics like attitudes, lifestyles, and interests Purchases Using previous purchase behavior to identify the right audiences In addition to targeting, third-party data also remains critical to AI models, which must train on both structured and unstructured data. At Experian, our AI-powered technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring campaigns deliver meaningful relevance, not just broader reach. How are contextual and geographic approaches reshaping audience targeting? Contextual and geographic approaches to targeting focus on environment and behavior rather than identifiers. Regulatory scrutiny, stricter and more fragmented compliance standards, and rising consumer expectations are transforming how marketers approach third-party data targeting. Evolving privacy laws and inconsistent identifiers across environments require new approaches that balance performance and privacy. Contextual and geographic targeting help marketers reach relevant audiences while maintaining privacy. What is data-informed contextual targeting? Contextual targeting connects audience attributes to the content environments people choose. It helps determine the setting of your story—where your characters spend their time. Solutions like Experian’s Contextually-Indexed Audiences harness advanced machine learning technology to combine contextual signals (a tried–and-true targeting tactic) with third-party targeting to ensure marketers reach their target audiences on the content they tend to consume, regardless of environment or location. What’s excellent about data-informed contextual targeting is that it moves beyond traditional keyword-based strategies to reach consumers on websites that over-index for visitors with the demographics, behaviors, or interests they are looking to target. What is data-informed geotargeting? Geotargeting uses shared location patterns to support relevance at scale. Geotargeting is another possibility for further developing the scene of your story. People with similar behaviors and interests tend to live in similar areas, which is why so much effort goes into location planning for brick-and-mortar stores. Data-informed geotargeting combines geos with third-party data to make more informed media buys based on common behaviors within a geographic location. We launched our Geo-Indexed audiences, which use advanced indexing technology to identify and reach consumers based on their geographic attributes. These audiences help marketers discover, segment, and craft messaging for consumers without relying on sensitive personal information, enabling them to reach target audiences while maintaining data privacy confidently. What role does AI play in third-party data targeting? AI acts like an automated editor of your book, refining and finding new ways to put valuable third-party audiences and data to work without relying on segments linked to known or disparate identifiers. We’ve used AI and machine learning at Experian for decades to bring identity, insight, and generative intelligence together so brands and agencies can reach the right people, with relevance, respect, and simplicity. Why does a balanced, integrated approach that combines first-party, third-party, contextual, and geo-targeting data matter? The combined effects of integrating third-party, contextual, and geotargeting data (and the marketing tactics it underpins) with first-party data will drive your success. Think of how any good author crafts a story. Regardless of whether it’s fiction or non-fiction, they draw on both first-person experience and external research and sources to develop their plot. No single data source tells the full story. Integration allows marketers to understand audiences more completely and act with confidence. Pooling these inputs together moves you closer to your goal of understanding the whole story about your target customers. In fact, an almost even number of marketers plan to use contextual targeting (41%) and first-party data (40%) as their main targeting strategies, amid privacy laws and the loss of persistent advertisers. Primary data strategyPercent of marketers that plan to use this data strategyContextual targeting41%First-party data40% A brand with strong first-party insights can extend reach by layering in additional signals. For example, a nutrition brand that knows who purchases protein supplements can expand prospecting by combining: First-party signals Customers who purchase protein supplements Contextual signals Engagement with fitness blogs, healthy recipe content, or workout apps Geographic signals Consumers located in the Greater Philadelphia area By connecting these inputs, the brand can identify new health-conscious audiences with similar interests and behaviors. This approach supports privacy-safe targeting while improving engagement and performance. How can marketers build an integrated data strategy in 2026? An integrated data strategy reduces friction and supports scale. The right data partner offers a unified solution that helps unify data, activate audiences, and adapt as the ecosystem evolves. Here’s how: Organize data Create a clean, usable data foundation by eliminating fragmented silos. Experian’s solutions unify disparate data, enabling identity resolution and a single customer view. Create a complete profile Experian links a persistent offline core of personally identifiable information (PII) data with fresh digital signals, giving you a high-fidelity view of consumers to decorate with marketing data. This allows for improved customer understanding and personalized marketing that competitors struggle to replicate. Build addressable audience segments Create audiences using a mixture of signals, including first-party data, third-party behavioral, interest, and demographic data, as well as contextual signals. If you partner with Experian, you can use audiences built on our identity graph to guarantee accuracy, scale, and maximum addressability. Drive innovation Look for partners and platforms that prioritize innovation in finding new ways to reach target audiences across the ecosystem. You don’t want a vendor or a system that can’t keep pace and adapt with our rapidly evolving industry. Marketers who want to create and activate campaigns more efficiently and effectively in 2026 need an integrated approach that combines first-party, third-party, contextual, and geotargeting data. Streamlining data integration and activation positions brands and agencies for sustainable growth and stronger consumer relationships in a privacy-conscious marketplace. Build your next chapter on a connected data foundation As audience strategies evolve, connection and interoperability matter more than ever. Connect with our team to learn how Experian helps marketers unify data, identity, and activation across channels. About the author Scott Kozub VP, Product Management, Experian Scott Kozub is the Vice President of the Product Management team at Experian Marketing Services working across the entire product portfolio. He has over 20 years of product experience in the marketing and advertising space.  He’s been with a few startups and spent many years at FICO and Oracle Data Cloud heavily focused on loyalty marketing and advertising technology. FAQs How should CMOs think about data as part of their 2026 audience strategy? In 2026, CMOs should prioritize and invest in data and targeting strategies that combine first-party, third-party, contextual, and geographic data to drive growth, improve efficiency, and strengthen customer relationships.  Why is first-party data not sufficient on its own?  First-party data is not sufficient on its own because first-party data defines known customers but limits reach and frequency. Growth depends on expanding beyond existing relationships. The ability to unify different data sources with accuracy, scale, and privacy at the forefront sits at the core of Experian’s business. We unify household, individual, device, demographic, behavioral, and first-party signals, along with contextual and geographic data points, to build a reliable view of consumers, even when specific signals are missing. This clarity helps you personalize, target, activate, and measure with confidence. How do different types of third-party data add depth to audience profiles? Third-party data expands understanding beyond known customers. Third-party data opens up new targeting tactics for advertisers, such as:  - Location: Where people live, work, or spend large amounts of time- Health: A combination of demographics, behaviors, and health needs- Purchases: Using previous purchase behavior to identify the right audiences - Behavioral: How people engage with brands or how they use social media - Interest: Delivering ads based on interests, hobbies, or online activities- Psychographics: Shared characteristics like attitudes, lifestyles, and interests- Demographic: Age, gender, education, income, and religion  In addition to targeting, third-party data also remains critical to AI models, which must train on both structured and unstructured data. At Experian, our AI-powered technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring campaigns deliver meaningful relevance, not just broader reach.  What is data-informed contextual targeting? Data-informed contextual targeting connects audience attributes to the content environments people choose. It helps determine the setting of your story—where your characters spend their time. Experian’s Contextually-Indexed Audiences harness advanced machine learning technology to combine contextual signals (a tried–and-true targeting tactic) with third-party targeting to ensure marketers reach their target audiences on the content they tend to consume, regardless of environment or location. What is data-informed geotargeting? Data-informed geotargeting uses shared location patterns to support relevance at scale. Experian launched our Geo-Indexed audiences, which use advanced indexing technology to identify and reach consumers based on their geographic attributes. These audiences help marketers discover, segment, and craft messaging for consumers without relying on sensitive personal information, enabling them to reach target audiences while maintaining data privacy confidently. What role does AI play in third-party data targeting? In third-party data targeting, AI refines and finds new ways to put valuable third-party audiences and data to work without relying on segments linked to known or disparate identifiers. We’ve used AI and machine learning at Experian for decades to bring identity, insight, and generative intelligence together so brands and agencies can reach the right people, with relevance, respect, and simplicity.  Latest posts

For years, marketers have worked around a familiar disconnect. Campaigns go live first. Measurement follows later. Insights arrive after audiences are reached, and budgets are committed. That gap has slowed decisions, blurred performance signals, and limited marketers’ ability to respond when it counts. In 2026, that model changes. Activation and measurement no longer operate as separate steps. They function as a single system, where insight informs action as campaigns unfold. Consistency across identity, data, and decision-making sits at the center of this shift, connecting the full campaign lifecycle from planning through outcomes. How is marketing measurement shifting from post-campaign reporting to in-flight intelligence in 2026? Marketing measurement in 2026 is moving from retrospective reporting to real-time input that shapes campaigns while they run. Instead of explaining performance after delivery, measurement now guides creative, audience, and channel decisions as verified outcomes appear. Historically, measurement worked like a post-mortem. Dashboards showed what happened after campaigns ended, or weeks after impressions were delivered. Those insights supported long-term planning but rarely influenced performance in the moment. That dynamic has changed. Today, marketers embed measurement directly into activation. Campaigns adapt while they run. Creative evolves based on engagement quality. Audience strategies adjust as verified outcomes come into view. Channel investments respond to performance signals, not assumptions. Connected ecosystems make this possible. Experian helps marketers plan, activate, and measure within a single framework by linking audiences, identity, and outcomes. When planning and performance live in the same environment, insight becomes actionable in the moment. Why is identity the connective layer between activation and measurement? Identity provides the consistent thread that links planning, activation, and outcomes into a unified system. Without it, marketers rely on proxy signals and disconnected views of performance. For years, fragmented identity frameworks made it difficult to connect media exposure to real-world outcomes. Without a consistent way to recognize audiences across planning, activation, and measurement, marketers relied on proxy metrics and modeled assumptions. That's changing as identity becomes interoperable across the ecosystem. Experian’s Digital and Offline Graphs help marketers onboard and resolve their data into a clean, connected foundation that supports everything that follows. From building audiences enriched with behavioral, demographic, and lifestyle insights, to activating those audiences across channels like connected TV (CTV), social, and programmatic through direct integrations with more than 200 platforms. When identity stays consistent from the first impression through final outcome, marketers gain a clearer view of what drives performance and where to act next. 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 How does closed-loop measurement become standard in 2026? Closed-loop measurement is becoming the default as activation and measurement come together. Marketers now tie exposure directly to verified business outcomes instead of relying on inferred signals. In partnership with MMGY Global, we helped Windstar Cruises connect digital impressions directly to bookings. The result was more than 6,500 verified bookings and $20 million in revenue tied back to campaign exposure. That translated to a 13:1 return on ad spend. Download the full case study here This level of accountability changes how marketers optimize. Instead of relying on clicks or inferred intent, teams can measure outcomes that reflect business impact. Store visits. Purchases. Site activity. These signals now guide decisions while campaigns are live. Through curated private marketplace deals and supply-path optimization, Experian also helps reduce cost, and improve reach and performance. With Experian and Audigent operating as one, marketers gain access to scalable, privacy-conscious data solutions that support both addressability and accountability across the supply chain. What should marketers plan for as activation and measurement connect in 2026? Marketing teams should prepare for an operating model built around continuous feedback, unified systems, and verified outcomes. This shift changes how success is defined and managed. Marketers should plan for: Always-on feedback loops Real-time signals guide creative, audience, and channel decisions while campaigns are in flight. Unified planning, activation, and outcome validation Integrated identity and audience frameworks allow marketers to trace value across every impression, not just the last click. Outcome-based performance signals Measurement will focus less on surface-level performance and more on true business impact, including sales, bookings, and long-term value. Greater use of first-party data Connected first-party data supports consistent activation and outcome validation across channels. Whether you're activating your own data or reaching new audiences, Experian connects every stage of the campaign. From early planners to last-minute buyers, we help you show up in the moments that matter and prove what is working. The takeaway Marketing's next chapter centers on connection. As data systems unify, activation and measurement operate as one. Insight flows directly into action. Decisions are guided by intelligence, not delayed reporting. With Experian, marketers plan, reach, and measure in a connected cycle. Every impression is measurable. Every audience is accurate. Every decision is powered by data ranked #1 in accuracy by Truthset. To explore this trend and the others shaping marketing in 2026, download our 2026 Digital trends and predictions report. Download Ready to connect with our team? About the author Ali Mack VP, AdTech Sales, Experian Ali Mack leads Experian’s AdTech business, overseeing global revenue across the company’s expansive tech and media portfolio. With over a decade of experience in digital and TV advertising, Ali drives strategic growth by aligning sales, customer success, and solutions teams to deliver impactful outcomes for clients and partners. She has successfully guided teams through two major acquisitions, integrating sales organizations and product portfolios into unified go-to-market strategies. Under her leadership, Experian has consistently exceeded revenue targets while fostering collaborative, results-driven teams and mentoring emerging leaders. Working closely with finance, product, and marketing, Ali develops strategies that support a diverse ecosystem of publishers, brands, and technology partners, positioning Experian at the forefront of data-driven advertising and identity resolution. FAQS How is marketing measurement shifting from post-campaign reporting to in-flight intelligence in 2026? Marketing measurement in 2026 is moving from retrospective reporting to real-time input that shapes campaigns while they run. Instead of explaining performance after delivery, measurement now guides creative, audience, and channel decisions as verified outcomes appear. Connected ecosystems make this possible. Experian helps marketers plan, activate, and measure within a single framework by linking audiences, identity, and outcomes. When planning and performance live in the same environment, insight becomes actionable in the moment. Why is identity the connective layer between activation and measurement? Identity provides the consistent thread that links planning, activation, and outcomes into a unified system. Without it, marketers rely on proxy signals and disconnected views of performance. Experian’s Digital and Offline Graphs help marketers onboard and resolve their data into a clean, connected foundation that supports everything that follows. From building audiences enriched with behavioral, demographic, and lifestyle insights, to activating those audiences across channels like connected TV (CTV), social, and programmatic through direct integrations with more than 200 platforms. How does closed-loop measurement become standard in 2026? Closed-loop measurement is becoming the default as activation and measurement come together. Marketers now tie exposure directly to verified business outcomes instead of relying on inferred signals. In partnership with MMGY Global, we helped Windstar Cruises connect digital impressions directly to bookings. The result was more than 6,500 verified bookings and $20 million in revenue tied back to campaign exposure. That translated to a 13:1 return on ad spend. What should marketers plan for as activation and measurement connect in 2026? Marketers should plan for: always-on feedback loops, unified planning, activation, and outcome validation, outcome-based performance signals, and greater use of first-party data. Whether you're activating your own data or reaching new audiences, Experian connects every stage of the campaign. From early planners to last-minute buyers, we help you show up in the moments that matter and prove what is working. Latest posts

Claritas, known for advanced consumer segmentation, is bringing its premium audiences into Experian Data Marketplace. PRIZM® Premier, P$YCLE® Premier, ConneXions® Premier and CultureCode® audiences are now available, giving marketers access to more than 1,700 syndicated segments in a frictionless, privacy-compliant way. Marketers can move from planning to activation faster, with lifestyle, and financial audiences built for modern media. The value of these insights is clear: richer, behavior-driven audience intelligence that supports more relevant targeting across connected TV (CTV), digital, and linear. How Claritas audiences are built Claritas audiences are built from more than 10,000 predictive behavioral indicators, robust survey linkages, and household-level demographic data. These inputs create deterministic, privacy-safe signals that go beyond broad demographic proxies and help reveal consumer intent. That detail matters in CTV and programmatic environments. Marketers can activate pre-modeled segments tied to automotive ownership, financial behaviors, telecom preferences, and brand affinities. Three ways Claritas audience support omnichannel activation High-fidelity signals for more effective targeting Claritas uses deterministic, behavior-based indicators to add context around lifestyle, purchase patterns, financial posture and technology behaviors. Each segment includes Living Unit ID (LUID) counts, CPM transparency, and match-rate details. Broad reach across channels Many segments include 30M–50M+ active LUIDs, supporting broad reach without sacrificing audience clarity. Activate these audiences in omnichannel campaigns across the destinations that matter most, including CTV, programmatic display/video, paid social, and email, enabled through integrations with major demand side platforms (DSPs) and activation platforms. Privacy-first design Claritas data is built from consented, privacy-safe inputs and does not rely on cookies or exposed personally identifiable information (PII). This approach supports cookieless media, including CTV. Where Experian adds lift to audience activation Experian's data marketplace and our identity and governance tools help operationalize Claritas segments for activation:  Enhanced addressability: Deterministic identity resolution maps Claritas signals to reachable, active audiences. It utilizes Experian identity graphs, which are rooted in verified data, spanning 126 million U.S. households, 250 million individuals, and over four billion active digital identifiers. Activation: Integrations with major DSPs and media platforms support fast deployment. Governance: Our controls support responsible data handling through the activation workflow, and ensure available audiences comply to all federal, state, and local consumer privacy regulations. Together, Claritas segmentation depth and our identity resolution support audience planning, activation, and measurement at scale. How marketers use Claritas audiences Automotive: Connect with owners and intentenders A luxury automotive brand can target “Cadillac owners” or “Likely Luxury Intenders” using Claritas behavioral automotive indicators. With more than 42 million available LUIDs for Cadillac owners, original equipment manufacturers (OEM) can support CTV campaigns, conquest strategies, and multicultural initiatives with more confidence. Financial services: Reach high-value households Using P$YCLE® Premier, a card issuer can target consumers who actively use travel reward cards or who fall into specific wealth tiers. These insights help tailor offers, personalize messaging, and reach consumers more likely to convert, supported by Claritas’ AI-driven optimization that can increase conversions by up to 30%. The advantage: Claritas depth plus Experian scale Claritas audiences in Experian’s data marketplace give marketers a direct path from insight to activation. Claritas brings behavioral intelligence and segmentation depth and we bring identity, scale, and governance. Together, you can plan, activate, and measure campaigns with stronger audience clarity from day one. Contact us to get started FAQs What are Claritas audiences in Experian’s data marketplace? Claritas audiences are syndicated consumer segments built from behavioral, lifestyle, financial, and demographic data. Through Experian’s data marketplace, marketers can activate more than 1,700 Claritas segments using privacy-compliant, deterministic signals. Where can marketers activate Claritas audiences? Marketers can activate Claritas audiences directly through Experian’s data marketplace across CTV, programmatic display, social, email, and linear. Integrations with major DSPs and Experian identity resolution support privacy-compliant activation at scale. How are Claritas audiences built? Claritas audiences are built from more than 10,000 predictive behavioral indicators, survey-based insights, and household-level demographics. How does Experian support Claritas audience activation? Experian supports activation through identity resolution, governance controls, and direct platform integrations. Claritas signals are mapped to reachable audiences using the Experian identity graph.  Latest posts

Why AI data governance determines trust in automated decisions AI is reshaping audience strategy, media investment, and measurement. Automated systems now make more decisions at scale and in real time. Trust in those decisions depends on the data that informs them. AI data governance provides the framework that allows organizations to answer foundational questions like: Which information or inputs guided this decision? Is the model respecting consumer rights? Could bias be influencing the outcome? If AI made the wrong call, how would we know? Without governed data, these questions remain unanswered. AI data governance creates accountability by establishing quality controls, consent validation and auditability before data enters automated systems. Most organizations are still building their readiness to govern data at scale. Many vendors highlight “fast insights” or “transparent reporting,” but few can support true data governance — the auditability, privacy-by-design, quality controls, and continuous compliance required for responsible AI. That foundation is where responsible automation begins. And it’s why trust in AI starts with data governance. Responsible automation begins with governed data Automation produces reliable outcomes only when data is accurate, current, consented and interoperable. AI data governance makes responsible automation possible by applying controls before data reaches models, workflows, or activation channels. AI systems may interpret context, predict signals, and act in real time. But no model, logic layer, or LLM can be responsible if the data feeding it isn’t governed responsibly from the start. This raises a core question: How do we ensure AI systems behave responsibly, at scale, across every channel and workflow? The answer begins with trust. And trust begins with AI data governance. Governing the data foundation for responsible AI Experian’s role in AI readiness begins at the data foundation. Our focus is on rigorously governing the data foundation so our clients have inputs they can trust. AI data governance at Experian includes: Model governance reviews before releasing new modeled attributes Feature-level checks ensuring no prohibited or sensitive signals are included Compliance-aware rebuilding and re-scoring, incorporating opt-outs and regulatory changes Validated delivery, ensuring attributes reflect the most current opt-outs, deletes, and compliance requirements By governing data at the source, we give our clients a transparent, accurate, and compliant starting point. Clients maintain responsibility for bias review within their own AI or LLM systems — but they can only perform those reviews effectively when the inputs are governed from the start. This is how AI data governance supports responsible automation downstream. 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 Privacy-by-design strengthens AI data governance Privacy gaps compound quickly when AI is involved. Once data enters automated workflows, errors or compliance issues become harder, and sometimes impossible, to correct. AI data governance addresses this risk through privacy-first design. Experian privacy-first AI data governance through: Consent-based, regulated identity resolution A signal-agnostic identity foundation that avoids exposing personal identifiers Ongoing validation and source verification before every refresh and delivery Compliance applied to each delivery, with opt-outs and deletes reflected immediately Governed attributes provided to clients, ensuring downstream applications remain compliant as data and regulations evolve Experian doesn’t govern our client’s AI. We govern the data their AI depends on, giving them confidence that what they load into any automated system meets the highest privacy and compliance standards. Good data isn’t just accurate or fresh. Good data is governed data. How AI data governance supports responsible automation at scale With AI data governance in place, organizations can build AI workflows that behave responsibly, predictably, and in alignment with compliance standards. Responsible automation emerges through four interconnected layers: 1. Input Privacy-first, governed data: accurate, consented, continuously updated, and compliant. 2. Enrichment Predictive and contextual insights built from governed data, ensuring downstream intelligence reflects current and compliant information. 3. Orchestration Reliable, AI-powered workflows where governed data inputs ensures consistency in audience selection, activation, and measurement at scale. 4. Guardrails Transparent, responsible innovation. Clients apply their own model governance, explainability, and oversight supported by the visibility they have into Experian’s governed inputs. Together, these layers show how data governance enables AI governance. AI integrity starts with AI data governance Automation is becoming widely accessible, but responsible AI still depends on governed data. Experian provides AI data governance to ensure the data that powers your AI workflows is accurate, compliant, consented, and refreshed with up-to-date opt-out and regulatory changes. That governance carries downstream, giving our clients confidence that their automated systems remain aligned with consumer expectations and regulatory requirements. We don’t build your AI. We enable it — by delivering the governed data it needs. Experian brings identity, insight, and privacy-first governance together to help marketers reach people with relevance, respect, and simplicity. Responsible AI starts with responsible data. AI data governance is the foundation that supports everything that follows. Get started About the author Jeremy Meade VP, Marketing Data Product & Operations, Experian Jeremy Meade is VP, Marketing Data Product & Operations at Experian Marketing Services. With over 15 years of experience in marketing data, Jeremy has consistently led data product, engineering, and analytics functions. He has also played a pivotal role in spearheading the implementation of policies and procedures to ensure compliance with state privacy regulations at two industry-leading companies. FAQs about AI data governance What is AI data governance? AI data governance is the framework that manages data quality, consent, compliance and auditability before data enters AI systems. Why does AI data governance matter? AI decisions reflect the data used as inputs. Governance provides transparency, accountability and trust in automated outcomes. Does AI data governance prevent bias? AI data governance does not eliminate bias in models. It provides governed inputs that allow organizations to identify and address bias more effectively. How does privacy-first design support AI data governance? Privacy-first governance applies consent validation and compliance controls before data is activated, reducing downstream risk. Who is responsible for AI governance? Organizations govern their AI systems. Data providers govern the data foundation that feeds those systems. Latest posts

A decade ago, you could buy media by broad categories and call it a day. But today, your audience lives in a curated world. They watch what they want, skip what they don’t, and expect what they see to match their interests. Research shows that when ads are tailored to households, people pay more attention, stay engaged longer, and are more likely to remember your ads. That shift in expectations is why addressable advertising continues to grow. It’s a practical response to how media works today, with audiences moving fluidly across platforms, streaming spread across services, and measurement spanning screens and environments. Under these conditions, reaching the right people depends on clarity, not approximation. Artificial intelligence (AI) strengthens that clarity. When applied responsibly, AI helps connect signals, deepen audience understanding, and deliver relevant messages while protecting consumer data. The result is advertising that feels more human, not less. What is addressable advertising? Addressable advertising is the ability to deliver personalized ads to specific individuals or households and measure results using privacy-safe data and identity.  It works across digital, connected TV (CTV), linear TV, and over-the-top (OTT) streaming and relies on strong identity resolution and accurate data inputs to ensure your audience definitions remain consistent across channels and over time. Benefits of addressable advertising Addressable advertising changes how advertising performs by delivering messages to defined audiences, reducing wasted impressions, and making results simpler to measure. BenefitWhat it means for youClarityReach the right audience with the personalized messages they want, instead of hoping the right people are watchingEfficiencyAvoid wasted impressions by focusing spend where interest already existsHigher ROIImprove conversion by delivering messages that feel relevantOmnichannel consistencyCarry the same message across digital and TV without starting overMeasurable impactConnect exposure to actions so performance is clearPrivacy and complianceActivate audiences responsibly using privacy-safe data, clear governance, and compliant practices These are some of the reasons that addressable advertising has moved from a niche tactic to a core strategy. When audiences are clear, identity is connected, and measurement is built in, advertising becomes relevant, accountable, and easy to improve over time. Addressable advertising vs. traditional advertising Unlike traditional advertising, addressable advertising doesn’t depend on broad exposure or assumptions. It’s personalized by design and measurable by default, making it possible to connect ad exposure to outcomes. Another distinction is in how addressable delivers advertising to audiences and how performance is measured. Traditional media buysAddressable advertising buysYou pay for broad reachYou pay for relevant reach to defined audiencesAds run by placement or programAds are delivered to known households or individualsPersonalization is limitedPersonalization is built into deliveryMeasurement indicates trends, not who actually actedMeasurement connects exposure to actions by linking ads to defined audiences across channels But before you can activate addressable advertising, you need to understand who you’re actually trying to reach. What is an addressable audience? An addressable audience is a group of people you can identify and reach using data-based targeting. In other words, they’re not anonymous “maybe” viewers. They’re a defined audience you can activate across channels. Here’s what typically builds addressable audiences: FactorWhat it isWhy it mattersFirst-party dataData from your own relationships (site activity, app activity, CRM, emails, purchases)It’s your most direct view of existing customers and prospectsThird-party household and individual dataDemographic, behavioral, lifestyle, interest, and intent attributes from trusted providersIt fills gaps so your audience definitions don’t collapse when your own data is limitedIdentity resolutionA privacy-first way to match people across devices, households, and channelsIt improves accuracy so you don’t over-message the same people or miss them entirelyContextual signalsPage-level, content, or viewing context where ads appearIt reinforces relevance in the moment and complements addressable targeting when identity signals are limited How Experian helps with addressable audiences Experian helps you build and activate addressable audiences at scale without losing accuracy or trust. With more than 3,500 syndicated audiences available, you can activate consistently across 200+ destinations — including social platforms like Meta and Pinterest, TV and programmatic environments, and private marketplaces (PMPs) through Audigent. That means reaching people based on who they are, where they live, and their household makeup, using data governed with care. Our approach is built on accuracy first, which is why Experian data is ranked #1 in accuracy by Truthset for key demographic attributes. And when standard customer segments aren’t enough, Experian Partner Audiences expand what’s possible. These unique audiences are available through Experian’s data marketplace, within Audigent for PMP activation, and directly on platforms like DIRECTV, Dish, Magnite, OpenAP, and The Trade Desk. The evolution of addressability and why it matters more than ever As the media ecosystem shifts, reaching people across browsers, apps, CTV, and streaming platforms has become more complex. Signals are fragmenting everywhere as expectations for relevant, personalized experiences continue to rise, while reliable identifiers become increasingly challenging to access. In response, addressability is shifting from a channel-specific tactic to an identity-driven approach to reach and measure defined audiences across screens. That evolution puts new pressure on performance. Marketing budgets require accuracy and accountability, which means targeting must deliver measurable reach and outcomes you can trust. At the same time, the growth of CTV and streaming is expanding addressable TV opportunities. As CTV inventory grows, so does the need for cross-channel, identity-based activation that works consistently and supports reach, frequency, and measurement in one connected view. That’s why identity has become the foundation for making addressable advertising work today. When to apply addressable advertising You don’t need addressable for everything, but it shines when you need your spend to go farther with accurate targeting and resonant messaging. ScenarioWhy addressable helpsProduct launches and seasonal pushesReach people who are more likely to care without flooding everyone elseHigh-consideration purchases (auto, travel, financial services)Focus on likely intent and suppress audiences that don’t fitCross-channel campaigns (digital, TV, mobile)Keep messaging consistent across screensWhen using first-party data with AIUse AI customer segmentation to scale responsibly and improve performance without sacrificing accuracyRegulated categoriesRely on compliant data practices and clearer controls for regulated industries Addressable advertising is one way to put relevance and respect into practice — but it shouldn’t be the only time these principles apply. Marketers are expected to be thoughtful about who they reach, how often they show up, and how data is used across every channel. Addressable simply makes it easier to live up to that standard when accuracy, accountability, and scale matter most. Addressable advertising and third-party data There’s a common misconception that third-party data is no longer useful, but what’s really changed is the environment around it. In the early days of digital advertising, third-party data often felt like the Wild West. Today, modern third-party data is more transparent, better governed, and held to far higher standards with: Clear data sourcing Documented consent practices Regular quality audits Strict limits on how data can be used Used responsibly, third-party data plays a critical role in addressable advertising by complementing your first-party data and keeping audience strategies flexible as signals change. Benefits of third-party data When paired with identity resolution, high-quality third-party data helps you: Fill first-party gaps: Add demographic, behavioral, and interest-based insight when your own data is limited. Expand prospecting: Reach new audiences through modeling and lookalike expansion. Enrich segmentation: Combine household, behavioral, and interest signals to tailor creative, offers, and messaging to interests for more accurate and personalized activation. Support cross-channel addressability: Maintain consistent audience reach across devices and channels even as individual signals change. Why work with Experian for your data needs? At Experian, we approach third-party data with the belief that trust comes first. Our data is privacy-compliant, ethically sourced, and governed by strict standards so you can use it confidently. Accuracy matters just as much. Our identity and data-quality framework verifies that the data behind your audiences holds up in the real world — a key reason Experian is ranked #1 by Truthset for key demographic attributes. And because addressable advertising only delivers value when audiences move seamlessly from planning to activation, our audiences are interoperable by design. You can activate them across digital, social, and CTV platforms without rebuilding or reformatting your strategy for each channel. How AI is redefining customer segmentation Addressable advertising depends on audiences that stay accurate as people move across devices, platforms, and moments. Traditional segmentation built on static rules and snapshots in time can’t keep up with that reality. AI customer segmentation analyzes massive sets of household and individual data (such as intent, household demographics, purchase behavior, and content consumption) to identify patterns, predict intent, and group people into addressable audiences. As the AI advertising ecosystem continues to mature, reflected in industry frameworks like the LUMA AI Lumascape, segmentation and identity have become foundational layers rather than standalone tools. Those audiences update as conditions change, so they stay relevant instead of aging out. Here’s how AI-driven segmentation supports addressable advertising. What AI enablesWhy it mattersPredictive, intent-based audiencesAnalyze behavioral and transactional data to group people based on likely next actionsBroader audience availabilityAs more data signals are incorporated responsibly, AI makes it possible to support a wider range of addressable audience options without sacrificing accuracyDeeper insights from dataDiscover what people care about, how intent is forming, and which signals are most important with larger, more diverse data setsReal-time audience updatesKeep segments aligned as behaviors change, not weeks laterHigher accuracy, less guessworkRely on data-driven patterns for decision-making instead of assumptionsOngoing optimizationRefine audiences throughout the campaign lifecycle as performance signals come in We’ve used machine learning and analytics for decades to support responsible segmentation — balancing performance with privacy and transparency. That foundation now supports addressable advertising that adapts in real time while staying grounded in trust. Addressable TV: Targeting in the streaming era TV has become an addressable channel powered by data and identity resolution. CTV and OTT streaming are booming, while linear TV continues to decline, reshaping how people watch and how advertising works alongside it. For the first time, CTV spending is expected to outpace traditional TV ad spending in 2028, reaching $46.89 billion and signaling that addressable TV is now central to the media mix. With CTV and OTT platforms, advertising can now be delivered at the household level. That means two homes watching the same show can see different ads based on who lives there and what they like. This is what makes addressable TV possible. Benefits of addressable TV As streaming inventory continues to grow, addressable TV creates new ways to bring relevance and accountability to a channel once defined by broad exposure. Experian links identity data across streaming, linear, and digital platforms to help you manage frequency, attribution, and household-level insights in one connected view. Addressable TV also raises the bar. To manage reach, frequency, and measurement across streaming and linear environments, addressable TV depends on identity resolution that connects households across screens. Here’s how addressable TV helps you when identity is in place. What addressable TV enablesWhy it mattersHousehold-level targetingDeliver messages that reflect who’s watching, not just what’s onFrequency control across screensReduce overexposure and improve viewer experienceCross-channel measurement and attributionConnect TV exposure to digital actions, site visits, and conversionsMore efficient use of TV spendBring accuracy, accountability, and outcome-based insight to premium inventory and improve reach of streaming-first, harder-to-reach viewer segments Ultimately, addressable TV isn’t a replacement for linear TV, but it is an evolution. As streaming becomes the default viewing experience, the ability to engage TV audiences with the same care and clarity as digital is essential. Use cases for addressable advertising Addressable advertising works across industries because it adapts to how people make decisions. The examples below are illustrative scenarios that show how addressable audiences, identity resolution, and AI-driven segmentation can come together in practice using Experian solutions. Retail: Seasonal promotions A home décor retailer could use identity resolution and AI-driven segmentation to build addressable audiences, such as holiday decorators and recent movers, who are more likely to engage during peak seasonal periods. Campaigns could then be activated across CTV, display, and social, helping the retailer stay visible across screens while tailoring creative to seasonal intent. Automotive: In-market car buyers An auto brand might identify consumers nearing lease expiration using automotive-specific data tied to household and individual attributes. By suppressing current owners, the brand could avoid wasted impressions and activate addressable audiences across OTT and mobile to reach likely buyers during active consideration. Financial services: Credit card launch For a new credit card launch, a national bank could use modeled financial segments to reach credit-qualified prospects. Addressable digital advertising campaigns could apply frequency controls and personalized messaging, balancing reach with relevance while seamlessly measuring response. Streaming media: New subscriber growth A streaming platform looking to grow subscriptions could use an identity graph to exclude current subscribers. Likely viewers could then be targeted across CTV based on content preferences and viewing behavior, keeping spend focused on net-new growth. Media and entertainment: Audience expansion for a new release Ahead of a new release, a film studio could use behavioral and lifestyle data to identify likely moviegoers and fans of similar franchises. Addressable campaigns across CTV and digital video could help drive awareness and opening weekend attendance. Travel: High-value traveler acquisition A travel brand could use travel propensity data and household-level demographics to identify frequent flyers and family vacation planners. Personalized offers could then be activated across display, social, and programmatic channels to increase bookings while keeping spend focused on higher-value travelers. How Experian enables more effective addressable campaigns Addressable advertising is most effective when identity, data, and activation are connected from the start. Experian brings trusted household and individual data, privacy-first identity resolution, and broad activation partnerships together so you can move from audience insights to activation with minimal friction. Here’s how that comes to life across our core offerings. Identity resolution with Consumer Sync Consumer Sync connects devices, emails, digital identifiers, and offline data into a single, privacy-safe identity foundation. This connection helps your audiences stay consistent across streaming, linear TV, mobile, and digital despite changing signals. Audience insight and segmentation with Consumer View Consumer View supports clear segmentation, prospecting, and enrichment across industries. It combines demographic, behavioral, and interest-based data to help you build accurate, intent-driven audiences that reflect real people, not assumptions. Data is continuously updated and governed for accuracy. Omnichannel activation with Audience Engine Audience Engine enables direct activation of Experian audiences across CTV, digital, social, and programmatic platforms. It supports suppression, frequency management, and cross-channel consistency to keep messaging aligned and exposure controlled. More efficient media through curation and Curated Deals Curation combines data, identity, and inventory through Experian Curated Deals. These deal IDs, available off-the-shelf or privately, make it easier to activate high-quality audiences and premium inventory in the platforms you already use without custom setup. AI-enhanced segmentation and optimization Our AI-enhanced models analyze large data sets to create and refresh addressable audiences in real time, supporting intent-based targeting and ongoing optimization throughout the campaign lifecycle. These models work seamlessly with demand-side platforms (DSPs), ad platforms, and data clean rooms, so audience insights flow directly into activation and measurement without added complexity. Seamless integration with your ecosystem As an advertiser, you want addressable advertising to fit naturally into how you already plan and buy media. That’s why integration matters as much as insight. Experian integrates with leading DSPs, ad platforms, and data clean rooms, so you can activate addressable audiences in the environments you already use without reworking your strategy or adding complexity. This approach helps you: Build and activate addressable audiences: Reach the people you want with accuracy and respect. Activate across channels: Keep messaging consistent across digital, TV, and streaming. Optimize with data ranked #1 in accuracy by Truthset: Improve performance using the industry’s most reliable data. When identity, data, AI, and activation come together, addressable advertising does what it’s supposed to do: deliver relevance naturally, measure impact clearly, and give you confidence in every decision along the way. That’s the foundation for campaigns people want to engage with. Start creating campaigns audiences want to see Experian can help you apply addressable advertising in ways that respect consumers, perform across channels, and stand up to real-world measurement. Connect with our experts today to explore how addressable audiences, AI-driven segmentation, and identity-powered activation can work together in support of your goals. FAQs about addressable advertising What is addressable advertising? Addressable data-driven advertising involves delivering personalized ads to specific individuals or households using privacy-safe data and identity. What is an addressable audience? An addressable audience is a defined group of consumers you can identify and reach based on known household or individual attributes. What makes advertising addressable? Advertising becomes addressable when it’s possible to identify the audience by linking devices and households to people through identity graphs. This allows you to measure ad performance at the audience level and provide more personalized advertising. Is addressable advertising just for TV? Addressable advertising isn’t just for TV; it also works across digital, mobile, streaming, and social channels. How does AI help addressable advertising? AI improves addressable advertising by analyzing large data sets to predict intent, build more accurate audiences, boost performance over time, and improve your ability to find and build your audiences. Can addressable advertising work without cookies? Yes — identity resolution and first-party data are key to cookieless addressability. How does Experian support addressable advertising? Experian supports addressable advertising by providing trusted consumer data, privacy-centric identity resolution, and curated audience segments that activate across CTV, digital, mobile, and streaming platforms. Latest posts