At A Glance
Black Friday 2026 falls on November 27, but the holiday shopping season will begin weeks earlier as consumers research, compare, and buy across multiple channels. AI-powered personalization, mobile shopping, BNPL, value-driven purchasing, and other Black Friday trends will continue to shape how people shop. Brands that start planning early, build richer audiences with connected consumer data, and deliver relevant experiences throughout the season will be best positioned to win.In this article…
Not long ago, Black Friday success meant offering the best discounts on the biggest shopping day of the year. Today, that’s only part of the equation.
Consumers are now discovering products through AI, researching purchases weeks earlier, bouncing between mobile devices and physical stores, and expecting every interaction to feel personalized. By the time Black Friday arrives, many shoppers have already decided what they want to buy, and often, where they’ll buy it.
For brands, that raises the stakes. Winning Black Friday isn’t as simple as planning for a single weekend anymore. You’ll need to understand how shoppers think, plan, compare, and purchase throughout the entire holiday buying journey — and the opportunity is enormous.
Deloitte projects holiday ecommerce sales will grow 7% to 9% year over year in 2026, reaching between $305 billion and $310.7 billion. For marketers, capturing even a small share of that demand starts with understanding the trends shaping consumer behavior before the holiday rush begins.
In this guide, we’ll break down what happened during the 2025 holiday shopping season, the trends for Black Friday 2026, and how you can use data, identity, and audience insights to develop campaigns that connect with holiday shoppers before your competition does.
Lessons from Black Friday 2025
Before looking ahead to the 2026 holidays, it’s worth understanding what happened during Black Friday 2025. From AI-assisted shopping to longer buying cycles and more value-conscious consumers, here’s what stood out and what it means heading into 2026.
Holiday shopping started earlier and lasted longer
Holiday shopping hit another milestone in 2025. According to the National Retail Federation (NRF), 202.9 million consumers shopped over the Thanksgiving weekend, up from 197 million in 2024 — the highest total on record.
They also got a jumpstart on the shopping season and continued to shop well past Black Friday, with data from the NRF and Experian’s 2025 Holiday spending trends and insights report showing that:
- 45% planned to start before November
- 84% had already started holiday shopping by Thanksgiving weekend
- 62% expected to continue shopping into December
Black Friday is still a major opportunity, but today, it’s no longer the start or end point for shoppers. It’s only one moment in a much longer retail season.
Key takeaway: Plan for a longer shopping season
Instead of concentrating your marketing budget around one weekend, build campaigns that engage shoppers throughout the season.
Our holiday audiences, audience segmentation, and identity resolution help you identify and activate high-intent shoppers well before peak shopping days.
Consumers shopped everywhere
In 2025, consumers preferred a mix of both brick-and-mortar and digital shopping experiences. The NRF found that, during Thanksgiving weekend:
- 134.9 million people shopped online
- 129.5 million people visited physical stores
Black Friday was still the biggest shopping day of the weekend for both physical and digital sales, but shopping activity stayed strong throughout the weekend, with Sunday setting a new record for in-store traffic.
Key takeaway: Create one connected shopping experience
Consumers move seamlessly between online research, mobile browsing, and in-store purchases. Our Digital Graph and Offline Graph help connect those interactions into a unified customer view, so it’s easier to deliver consistent messaging and measure performance across every channel.
AI and mobile became everyday shopping tools
Arguably, one of the biggest changes in 2025 wasn’t what consumers bought but how they decided what to buy. Last year’s data trends point toward a shopping journey that’s becoming faster, more personalized, and increasingly assisted by technology and artificial intelligence (AI):
- 89% used AI in some way during the holidays (Talkdesk)
- 42% of consumers used AI to help shop for gifts, with traffic from AI sources rising nearly 700% from the 2024 holidays (Mastercard, Adobe)
- AI-generated traffic converted 31% better than traditional traffic (Adobe)
- Mobile generated a record 56.4% of online holiday revenue (Adobe)
Consumers shopped faster, compared more options, and increasingly relied on AI and mobile to make purchase decisions.
Key takeaway: AI is changing the path to purchase
AI is reshaping how consumers discover and evaluate products. Brands that combine AI with trusted customer data will be better positioned to deliver relevant recommendations, personalized offers, and seamless shopping experiences throughout the holiday season.
Shoppers prioritized value over discounts
Although consumers showed up in full force for holiday shopping, they were still deliberate about how they spent their money. Transaction growth was strongest at value-focused retailers, as shoppers prioritized affordability and convenience over impulse purchases.
Industry data tells a similar story:
- Basket sizes grew 5%
- The amount spent per item fell from $47 to $45
- Holiday Buy Now, Pay Later (BNPL) spending reached $20 billion
- More than one-quarter of shoppers planned to use BNPL
Shoppers increasingly looked for the right combination of price, convenience, financing options, and confidence before making a purchase.
Key takeaway: Treat BNPL as part of your marketing strategy
Flexible payment options now influence purchase decisions earlier in the customer journey, especially for higher-ticket purchases. We help you identify audiences more likely to respond to BNPL offers, so campaigns can be tailored before shoppers ever reach the cart.
Practical gifts won the season
The season’s biggest winners were the ones shoppers felt confident buying. Instead of one breakout product, shoppers gravitated toward categories they knew would deliver value.
The NRF found clothing and accessories were the most popular gift category, while books and other media jumped ahead of gift cards for the first time. Adobe and Mastercard also reported strong demand for electronics, toys, and jewelry.
Key takeaways: Let purchase intent shape your promotions
The strongest-performing categories reflected what shoppers were actively looking for, not just what retailers wanted to sell. Our purchase-based audiences and behavioral insights help you identify high-intent shoppers and tailor messaging around the products they’re most likely to buy.
Experian’s Black Friday 2026 predictions
While it might seem like Black Friday has lost significance as a retail holiday, the opposite is true — it’s gotten longer, more connected, and more personalized.
As shoppers become more selective and informed, we expect these behaviors to continue influencing holiday marketing strategies this upcoming holiday season.
AI-powered personalization will become a requirement
Knowing that 48% of consumers said they had used or planned to use generative AI to help with holiday shopping last year, we expect AI-powered personalization to become a competitive requirement in 2026.
Static promotions and generic landing pages will likely give way to:
- Dynamic content
- Individualized shopping experiences
- Predictive purchasing signals that adapt to each shopper’s behavior and intent
As AI becomes a larger part of the path to purchase, brands need accurate, connected consumer data to ensure those experiences feel relevant — part of the new reality of digital marketing. At Experian, AI has long been at the core of how we help you better understand and engage consumers.
Our predictive models help you forecast demand, fill data gaps with inferred attributes, and identify next-best audiences, so you can anticipate consumer needs ahead of Black Friday. Meanwhile, real-time signals like bidstream data, device activity, and behavioral trends help you optimize campaigns as shoppers move through the buying journey and ensure relevance, not just reach, during the busiest shopping days of the year.
Underpinning it all is our privacy-first identity foundation that connects household, individual, and behavioral signals into a unified customer view — even when some identifiers are missing — to help you personalize without compromising consumer trust. As AI continues to reshape marketing, we remain focused on helping you operationalize trusted data across the broader ecosystem with neutrality, flexibility, and interoperability at the center of our approach.
Value-driven shoppers will be even more selective
Consumers entered the 2025 holiday season looking for value, and the economic environment heading into Black Friday 2026 suggests that mindset is only becoming more pronounced.
Persistent inflation, higher energy costs, softer real disposable income, and declining household savings have continued to put pressure on discretionary spending. We anticipate that instead of eliminating holiday purchases altogether, many shoppers will:
- Compare prices more carefully
- Wait for offers that feel worthwhile
- Prioritize items that fit their budget and purchase intent
This ultimately means that broad, one-size-fits-all promotions are likely to be less effective than campaigns tailored to specific customer segments. Our audience segmentation, income insights, and financial behavior data help you identify which consumers are most likely to respond to premium offers, value bundles, financing options, or savings-focused messaging and deliver the right offer to the right audience.
Loyalty programs will reduce reliance on blanket discounts
As retailers look to protect margins while still attracting budget-conscious shoppers, we expect loyalty programs to play a bigger role in Black Friday 2026. Brands will increasingly use early-access shopping windows, member-exclusive pricing, and loyalty rewards to encourage purchases before peak shopping days.
This approach strengthens customer relationships while helping retailers spread demand across the holiday season and create more predictable traffic patterns that support better inventory, margin planning, staffing, and promotional efficiency.
We help brands get more value from their loyalty programs by enriching first-party customer data with identity resolution and audience insights. With more complete member profiles, you can better understand existing customers, identify high-value segments, and build more accurate lookalike audiences to acquire new shoppers with similar characteristics.
BNPL will move earlier in the purchase journey
BNPL is quickly becoming part of how shoppers decide what they can afford to buy. As household budgets face continued pressure, we anticipate that more retailers will introduce BNPL options earlier in the shopping journey instead of waiting until checkout.
Highlighting flexible payment options in digital ads, email campaigns, product pages, and promotional messaging can help reduce purchase hesitation — particularly for higher-ticket items like electronics, furniture, and home goods — and convert shoppers more effectively while they’re still comparing products and evaluating their budgets.
Our audience segmentation and financial behavior insights help you identify consumers who are more likely to respond to financing offers, making it easier to introduce BNPL messaging at the moments it’s most likely to influence consideration and conversion.
How to prepare for Black Friday 2026
Whether or not these predictions come true, preparation will matter more than ever this year. From building stronger audiences to measuring business impact, these best practices can help you create more effective holiday campaigns from start to finish.
Start campaign planning in September
By the time Black Friday arrives, many consumers have already decided where they’ll shop — which means you’ll want to launch your seasonal promotions six to eight weeks before Black Friday.
Search interest for terms like “best Black Friday sales” begins to climb steadily from late summer into fall, which makes September the ideal time to build audiences, finalize creative, and begin testing campaigns. You’ll be able to capture early demand and stay top of mind throughout the shopping season if you have your audience segmentation, campaign planning, and activation strategies in place by September.
Enrich your customer data before building audiences
Your first-party CRM data doesn’t tell the whole story. Without additional context, it’s difficult to understand factors like household income, financial behaviors, life stage, or purchase intent that influence holiday buying decisions.
Data enrichment helps you fill those gaps with third-party data and create a more complete picture of each customer before campaign budgets are spent. For example, adding income and financial attributes can distinguish shoppers looking for premium products from those primarily motivated by value, allowing you to tailor offers, messaging, and creative accordingly.
In the end, you’ll enjoy more accurate audience targeting, stronger match rates, and less wasted media spend.
Connect customer identities across channels
Holiday shoppers rarely follow a straight path to purchase. They might discover a product on social media, compare prices on their phone, open an email later that evening, and ultimately complete the purchase in-store.
Without identity resolution, those interactions often appear to come from different customers, leading to inconsistent messaging, duplicate impressions, and missed opportunities.
Our identity graph connects fragmented customer records into a persistent, privacy-first identity, giving you a unified view of each shopper across devices and channels. That foundation supports more accurate personalization, frequency capping, audience suppression, and campaign sequencing throughout the holiday season.
Measure business impact
Black Friday campaigns tend to generate impressive traffic, clicks, and revenue, but those metrics don’t always tell you whether or not your marketing influenced the purchase. Strong sales can sometimes mask poor targeting efficiency if many of those shoppers would’ve converted anyway.
Instead of focusing solely on gross sales or return on ad spend, evaluate incremental lift. Did your campaign create additional conversions, or would those customers have purchased regardless?
Our privacy-safe measurement and analytics solutions help you understand what worked, why it worked, and what to do next. By connecting identity, campaign exposure, consumer behavior, and real-world outcomes, you can better understand which audiences, channels, and strategies drove incremental holiday performance and make more informed decisions for future campaigns.
How Experian helps brands maximize Black Friday performance
Black Friday has turned into a months-long shopping journey that’s more connected, personalized, and competitive than ever before — and it’s no longer enough to have the biggest discounts. You need a complete picture of who your customers are, how they shop, and when they’re most likely to buy.
We make that possible by bringing together audience data, identity resolution, activation, and measurement in one connected ecosystem:
- Build better audiences. Reach high-intent shoppers using 3,500+ syndicated audiences built on signals like income, household structure, financial attitudes, purchase behavior, and life stage. You can also create custom audiences through our data marketplace using trusted providers like Alliant, Attain, and Kontext.
- Connect customer identities. Identity resolution links customer activity across devices and channels into a single, privacy-first profile, helping you deliver more consistent experiences from the first impression through conversion.
- Activate confidently. Launch campaigns across more than 200 programmatic, social, connected TV (CTV), and other activation platforms using our syndicated audiences, or pair those audiences with premium inventory through Curated Deals to reach shoppers wherever they’re most engaged.
- Measure campaign impact. Connect audience insights to business outcomes with privacy-safe measurement. Layer engagement, purchase environment, and behavioral signals to build campaigns grounded in how consumers shop, then measure performance as the season unfolds.
Whether you’re planning your first Black Friday campaign or refining an established strategy, we give you the data and insights to reach the right shoppers earlier, personalize every interaction, and maximize marketing performance throughout the holiday season.
Our solutions are built for an interoperable marketing ecosystem, so you can activate our trusted audience data with the flexibility to work across the platforms and partners that you choose.
For additional industry insights, explore our:
Build a data-informed strategy for Black Friday 2026 with Experian
FAQs about Black Friday 2026
Black Friday 2026 falls on Friday, November 27, 2026, the day after Thanksgiving in the United States. It kicks off the busiest holiday shopping weekend of the year, followed by Cyber Monday on November 30, 2026. Black Friday officially lasts one day, but most retailers begin holiday promotions in early November, and many launch preview deals in October, making Black Friday part of a shopping season that can span six weeks or more.
The difference between Black Friday and Cyber Monday is that Black Friday traditionally includes both in-store and online shopping, while Cyber Monday has historically focused on online-only deals. Today, many retailers offer similar promotions throughout Cyber Week, both online and in physical stores.
While retailers won’t announce all promotions until closer to November, the deepest Black Friday discounts are expected to be in electronics, TVs, laptops, appliances, apparel, home goods, and toys. Shoppers can also expect more premium product bundles, member-exclusive offers, and BNPL promotions than in previous years.
Brands should begin planning Black Friday campaigns in September and launch audience activation and awareness campaigns by early October or early November. Because many shoppers research products weeks before Black Friday, early campaigns help brands build awareness before the competition peaks.
Today’s consumers shop Black Friday both online and in-store throughout their purchase journeys. In 2025, 40% of shoppers planned to split purchases evenly between digital and physical channels, while many researched products online before completing purchases in-store.
Brands can improve Black Friday performance by using data to plan, activate, and measure campaigns more effectively.
Before the holiday season begins, you should use audience, behavioral, and purchase insights to identify high-intent shoppers and build targeted audiences. During the season, identity resolution helps deliver consistent messaging across channels, while post-campaign measurement connects audience segments to business outcomes.
Experian brings these capabilities together, enabling more accurate targeting, omnichannel activation, and privacy-first measurement that improves performance throughout the holiday shopping season.
Latest posts
It’s been over a year since Google announced they’d be deprecating the third-party cookie and in that time there’s been a major focus on two types of cookieless identity solutions. Identity vendors and marketers are strategizing which of these two future solutions best fits their needs so they can achieve privacy-safe scale once third-party cookies are no longer available for use on Chrome. Let’s break down these solutions and the considerations marketers need to take into account when deciding what partners to move forward with in the future of identity resolution. Authenticated Traffic Solutions Authenticated traffic solutions (ATS) are a type of digital identification that asks the end-user to identify themselves via personal information, most commonly email address. Often, you’ll see self-authentication at the point of entry to a website that asks you to create an account or login immediately to access the content you are seeking. E-commerce sites use authentication to keep track of consumer purchases and inform advertising decisions for that customer; and publishers use it to tailor featured content, or, more importantly for this discussion, leverage it within the ad ecosystem for targeting. While authentication can provide very valuable user data for audience segmenting and targeting, it can be limited in scale for a single publisher to leverage and monetize on their own. That’s why some identity vendors have worked to integrate themselves within as many publisher authentication modules as possible, so that they can create an aggregate of scale for the ad ecosystem to tap into. But, even this isn’t going to deliver the reach marketers truly thirst for. Alternatively, Facebook has the scale for authenticated traffic, but they keep their data inside a walled garden, so the utility of those authenticated users is only valuable within the Facebook ecosystem. So how can authenticated traffic solutions increase scale to broaden the scope of identifiers they can collect and leverage? Hint: a few of the biggest players have already figured it out. It’s the single sign-on. Google is probably the largest purveyor of a single-sign on solution that can directly impact advertising capabilities. Can you think of a site you visit that doesn’t offer a sign-in with your existing Google account? It’s a short list. Google has integrated themselves into so many applications and publishers that “Login with Gmail” is just second nature (you pictured the Gmail logo when you read that, didn’t you?). Now, if you’re about to purchase something you found off an Instagram ad, or perhaps a retailer you buy from regularly, you’ve probably noticed options to proceed with your checkout via “Amazon pay” or “Apple pay”. These are also single-sign ons. You’re authenticating yourself through Amazon or Apple to that retailer in exchange for A- the safety and security that Amazon or Apple provide for your financial information and B- skipping the annoying process of manually entering personal information over and over again at point of sale. It’s starting to sound like there’s a lot of authenticated data out there isn’t it? Well, that’s true, but again, Amazon and Apple are walled gardens. Amazon is working diligently to build out their own ecosystem to leverage their content and retail channel data for a holistic offering. And Apple keeps user data very close to the chest, constantly limiting its utility for themselves and advertisers. So what is identity resolution doing about it? The Trade Desk announced their solution; Unified ID 2.0, which promises to leverage email authenticated identity for a truly scaled solution for publishers via Javascript through Prebid. By handing over UID2.0 to an independent unbiased organization like Prebid, The Trade Desk is creating instant scale and trust in their solution. Unauthenticated Traffic Solutions Unlike ATS, unauthenticated traffic solutions do not rely on a log-in to identify a user, but they also don’t rely on third-party cookies. Instead, unauthenticated solutions (UATS) leverage their existing streams of real-time data through Javascript on publisher sites or an SDK (software development kit used by apps). The type of information UATS solutions can collect via Javascript or SDK vary, but it can include IP address, user agent and device level info. But being able to read this information at the point of entry to a website does not make a quality identifier. The best unauthenticated solutions will have the ability to set or ingest this information into a unique ID through an infrastructure with incredibly fast speed that can process trillions of anonymous data signals across multiple channels and devices. And even more so, be able to interpret those signals into a profile using machine learning– all at the moment a user enters a domain. It sounds complicated because it is, but it also has a lot of potential. The identity space cannot rest solely on authenticated traffic solutions, because, as you can see, it could limit ownership and operability to just a few power players/walled gardens. This doesn’t help the larger ecosystem monetize and personalize ad inventory. The right unauthenticated solution, however, can unify cross-device individuals and households at scale, because they’re integrated on the broadest number of publishers/SDKs across platforms, have the best algorithms to build confident connections between identifiers, and are universally transactable across the most common sell and demand side platforms. Think of it as the perfect partner- speaking a common language that everyone in the ecosystem understands and acts on. Today more than twenty cookieless identifiers are available in market for the ad ecosystem, and Google hasn’t even announced a date of deprecation. It’s important to be on the lookout for differentiators like scale and precision. Most importantly, choosing a truly cross-device partner will be key, especially as more digital devices and IDs grow in adoption, like CTV has this past year. Taking advantage of both What we will come to find, once the third-party cookie is obsolete, is that choosing just one of these solution types, or partners, will be a disadvantage. The more the industry comes together to collaborate on solutions, the more apparent it is that both of them have value, and thus employing both solutions will give marketers the best opportunities. Tapad, now part of Experian, recently announced the launch of Switchboard; a module within our identity solution; The Tapad Graph, to create this agnostic interoperability for identifiers of all types, and choice and control for the ad tech vendors and marketers who want them. By instantly creating the ability to partner with multiple solutions, Tapad + Experian is ensuring that all use cases for the third-party cookie live on in our cookieless future. Get in touch
Tapad launches global privacy-safe solution to provide continuity in the absence of third-party cookies Switchboard, a module within The Tapad Graph, will connect emerging cookieless identifiers to traditional IDs, creating a more holistic view of the consumer and driving value exchange within the advertising ecosystem Tapad, part of Experian, a global leader in cross-device digital identity resolution, and a part of Experian, announced today the launch of Switchboard, a first-of-its-kind solution to help navigate the evolving cookieless landscape. Switchboard, a module within The Tapad Graph, will operate as a global, privacy-safe solution to provide continuity in the absence of third-party cookies by connecting new cookieless identifiers to traditional digital IDs for a comprehensive view of consumers and their digital touchpoints. Switchboard will enable interoperability across the growing number of these digital identifiers and the value exchange between publishers, content creators and consumers. Leading digital identity solutions partnering with Tapad, part of Experian at the launch of Switchboard include Unified ID 2.0, ID5, Lotame Panorama ID, BritePool, Retargetly IDx and Audigent Halo ID. Tapad, part of Experian plans to expand support to additional identity solutions on an ongoing basis. In addition to these identity solutions, early partners across the ecosystem include The Trade Desk, Amobee, Martin, ShareThis, Eyeota and Catalina. “This diverse group of launch partners and testing customers will prove that Switchboard is an important tenet for the future of identity resolution. We’re excited to be proactive in our approach to give marketers time to adapt new solutions and test their function in tandem with the third-party cookie, while continuing to give our customers flexibility and control,” said Mark Connon, General Manager of Tapad, part of Experian. “Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5’s cookieless IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie,” said Mathieu Roche Co-founder & CEO of ID5. Switchboard provides value across the marketing and advertising ecosystem as the need for the ability to support multiple cookieless ID’s across ad tech increases throughout 2021. With a decade of expertise creating digital identity resolution products, Tapad, part of Experian is poised to solve this challenge through innovation and quality, privacy-safe data-driven solutions. “Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens,” said Pierre Diennet, Global Partnerships at Lotame. ”Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players.” “As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, part of Experian on this next-generation solution to provide a comprehensive view of consumers,” says Bryan Everett, Senior Vice President of Global Business Development at Amobee. “With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs.” Tapad, part of Experian is welcoming identity solutions and Tapad Graph customer participation in Switchboard throughout 2021. Stayed tuned for more updates and information on Switchboard in the coming months. Get in touch
Adapt with Tapad, a part of Experian Leading browsers have made public announcements and technical deployments to reduce the digital advertising accessibility of third-party cookies for data collection, storage, and sharing due to growing privacy concerns. As a result, there has been growing momentum to find an alternative via cookieless IDs, with the intent to create a replacement that helps ensure continuity across the ecosystem. At Tapad we’ve chosen to approach the market with a solution that provides agnostic interoperability for these cookieless identifiers, so that marketers can continue to work with the identity providers of their choice while maintaining the most holistic view of consumers across digital touchpoints. Introducing switchboard Switchboard is a module within The Tapad Graph that leverages our core capabilities across machine learning and identity management to provide a connection between traditional digital identifiers and the new wave of cookieless IDs that will be utilized in the future. Customers of Tapad can take advantage of its broad ecosystem of identifiers to drive targeting and frequency capping strategies and enable detailed measurement and attribution post-deprecation of the third-party cookie. Our goal is to accelerate the adoption, scale, and utility of cookieless IDs with the release of the Switchboard module within The Tapad Graph, while maintaining an agnostic approach to the market. Switchboard for identity solutions In the evolving landscape agencies and marketers will need to invest, test, and analyze the best combination of cookieless ID partners to meet their objectives. The Switchboard module will increase the utility and value of the cookieless ID space in conjunction with other addressable IDs, by providing a layer of connectivity that will be natively missing with the deprecation of third-party cookies. Identity solutions at launch: Switchboard for graph customers For existing Tapad customers who leverage the Switchboard module in The Tapad Graph, it will provide a seamless way to facilitate interoperability while resolving identity back to a Household or Individual. By providing this translation layer, Tapad will take on the responsibility of encryption and decryption protocols where applicable, which will deliver added functionality to our customers. Tapad + Experian partners at launch: Use cases Resolve existing first-party data with new cookieless solutions through The Tapad Graph to minimize data loss Frequency cap at the Individual and Household level via Cookieless and traditional ID Reach consumers at scale across all touchpoints and IDs Build a more inclusive and holistic view of the consumer journey Run accurate and scalable measurement before and after the formal deprecation of third-party cookies in Chrome Map online data into offline activities Hear why industry leaders are adapting with Tapad + Experian As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, a part of Experian, on this next-generation solution to provide a comprehensive view of consumers. With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs. — Bryan Everett | Senior Vice President of Global Business Development | Amobee Connecting offline and online shopper activity in a privacy-compliant way is fundamental to marketing effectiveness and determining return on ad-spend. That’s why we’re excited to be a launch partner for Tapad + Experian’s Switchboard offering; it provides a unified solution for supporting the variety of proprietary and anonymous user ID standards required by advertising demand-side platforms today. — Brian Dunphy | SVP Digital Business and Strategic Partnerships | Catalina As the industry evolves, Tapad + Experian’s Switchboard presents a privacy-safe solution that allows for the continued activation of data and an alternative to advertising within walled garden environments. We look forward to collaborating with Tapad and the industry as we collectively transition to support cookieless identity. — Don Lee |SVP of Global Platform Partnerships | Eyeota We are excited to participate in this proactive solution to the sunset of third-party cookies. Switchboard’s agnostic interoperability, with BritePool and other ID providers, will create high-value for marketers as they transition to the era of cookieless web advertising. — David J. Moore | CEO | BritePool Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens. Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players. — Pierre Diennet | Global Partnerships | Lotame At this pivotal moment in the industry, we are excited to be partnering with Tapad, a part of Experian on their cookieless initiative and making Retargetly IDx available into the Switchboard solution, providing global brands, platforms and publishers with a compliant, cookieless ID solution for the Latin American market; enabling them to target, reach and measure users at scale through the region. — Daniel Czaplinski | CEO and Co-Founder | Retargetly With Audigent’s Halo ID, we’re architecting a cookieless future where clients and partners have confidence in the actionability and interoperability of exclusive 1st party audiences, originated from some of the world’s leading publishers and creators. We see collaboration as being critical to a collective understanding of identity and Tapad, a part of Experian as a trusted partner with solutions such as Switchboard to support continuity for marketers’ addressability. — Drew Stein | CEO and Founder | Audigent Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5’s cookie-less IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie. — Mathieu Roche | CEO and Co-Founder | ID5 Addressing the current identity challenge requires transparency and collaboration. We are pleased to align ShareThis data with Tapad + Experian’s growing ecosystem. ShareThis data helps marketers evolve beyond the cookie to complete the picture. Tapad + Experian’s Switchboard offering will support ShareThis’s deep connections to clients and technology platforms, preserving and growing the accessibility of our data. — Michael Gorman | SVP Product and Business Development | ShareThis Get in touch