At A Glance
AdTech can feel overwhelming with all its jargon, but we're breaking it down café-style. From first-party data and identity resolution to clean rooms and ID-free targeting, this guide breaks down the essential terms marketers need to know.In this article…
If you’ve ever sat in a meeting and heard an AdTech term you didn’t understand, you’re not alone. The industry evolves as quickly as a café turns over tables on a busy weekend. Even seasoned regulars can get tripped up by the jargon.
So instead of scratching your head over the “menu,” let’s walk through some of the most common terms: served café-style.
The ingredients: The many flavors of first-party data
Every meal starts with ingredients, and in AdTech, those ingredients are data. First-party data is not just one thing: it’s more like everything your favorite neighborhood café knows about you.
First-party data
The café knows your coffee preferences because you’ve told them directly; whether by ordering at the counter, calling in, or placing an order online. This is information you’ve willingly provided through your interactions, and it belongs only to that café.
First-party cookies
The barista writes down your preferences in a notebook behind the counter, so next time you walk in, they don’t have to ask. First-party cookies remember details to make your experience smoother, but only for that café.
Authenticated identity
A loyalty app that connects online orders to in-person visits. By logging in, you’re saying, “Yes, it’s really me.” Authenticated identity is proof that the customer isn’t just a face in line, but someone with a verified profile.
Persistent identity
Recognizing you whether you order through the app or in person. Persistent identity enables the ability to keep track of someone across different touchpoints, consistently, without confusing them with someone else.
Permissioned data
Agreeing to join the loyalty program and get emails. Permissioned data is a connection to the customer that the customer proactively shared with the café by signing up for their loyalty program or email newsletter.
Each piece comes from direct interactions, stored and used in different ways. That’s what makes first-party data nuanced. The saga of third-party cookie deprecation and changing privacy regulations makes it important to understand which types of data you can collect and use for marketing purposes.
And once you have those ingredients, the next step is making sure you recognize how they fit together, so you can see each customer clearly. That’s where identity resolution comes in.
The recipe: Bringing the ingredients together with identity resolution
At the café, identity resolution is what helps the staff recognize you as the same customer across every interaction. Without it, they might think you’re two different people; one who always orders breakfast and another who sometimes picks up pastries to go.
Matching
The café has a loyalty program, and the pet bakery next door has one too. When they match records across their two data sets, they realize “M. Jones” from the café is the same person as “Michelle Jones” from the bakery. That connection means they can activate a joint promotion, like free coffee with a dog treat, without either business handing over their full customer lists. In marketing, matching works the same way, linking records across data sets for activation so campaigns reach the right people.
Deduplication
Collapses duplicate profiles into a single, clean record, so you don’t get two birthday coupons, even though that would be nice to get.
That’s what Experian does at scale: we connect billions of IDs in a privacy-safe way, so you can get an accurate picture of your audience.
And once you can recognize your customers across touchpoints, the next challenge is collaborating across systems and partners for deeper insights. That’s where the behind-the-counter processes come in.
Behind the counter: Crosswalks and clean rooms
At a café, these terms are like the behind-the-counter processes that keep everything running smoothly. They may sound technical, but they all serve the same purpose: helping data collaborate across different sources, while keeping sensitive information safe. The goal is a better “meal” for the customer, deeper insights, better targeting, and more personalized campaigns. Here’s how they work.
Crosswalks
The café partners with the pet bakery next door. They both serve a lot of the same people, but they track them differently. With a crosswalk, they can use a shared key to recognize the same customer across both businesses, so you get a coffee refill, and your dog gets a treat, without either one handing over their full customer list. A crosswalk is the shared system that lets both know it is really you, without swapping personal details. It’s the bridge connecting two silos of data.
Clean rooms
The café and the pet bakery want to learn more about their shared customers, like whether dog owners are more likely to stop by for brunch on weekends. Instead of swapping their full records, they bring their data into another café’s private back room, a clean room, where they can compare trends safely and privately. Both get useful insights, while customer details stay protected. That’s a clean room: secure collaboration without exposing sensitive data.
Of course, sharing and protecting data is only part of the picture. The real test comes when you need to serve customers in new ways, especially as the industry moves beyond cookies.
Serving customers in new ways: Cookie-free to ID-free
Targeting has evolved beyond cookies, just like cafés no longer rely only on notebooks to remember regulars.
ID-free targeting
The café looks at ordering patterns, like cappuccinos selling on Mondays and croissants on Fridays, without tracking who’s ordering what. Instead of focusing on who the customer is, the café tailors choices based on the context of the situation, like time of day or day of the week. This is like contextual targeting, serving ads based on the environment or behavior in the moment, rather than on personal identity.
ID-agnostic targeting
The café realizes customers show up in all sorts of ways: walk in, online ordering, delivery. Each channel has its own “ID,” a name on the app, a credit card, or a loyalty profile. ID-agnostic targeting means no matter how you order, the café can still serve you without being locked into one system.
Just like cafés no longer rely only on notebooks to keep track of regulars, marketers no longer have to depend solely on cookies. Today, there are multiple paths, cookie-free, ID-free, and ID-agnostic, that can all help deliver better, more relevant experiences.
But even with new ways to reach people, one big question remains: how do you know if it’s actually working? That’s where measurement and outcomes come into play.
Counting tables vs. counting sales
At the café, measurement and outcomes aren’t the same.
Measurement
Tables filled, cups poured, specials ordered.
Outcomes
What it all means: higher revenue, more loyalty sign-ups, or increased sales from a new promotion.
Both matter. Measurement shows whether the café is running smoothly, but outcomes prove whether the promotions and strategies are truly paying off. Together, they help connect day-to-day activity to long-term success.
All of this brings us back to the bigger picture: understanding the menu well enough to enjoy the meal.
From menu to meal
In AdTech, there will always be new terms coming onto the menu. What matters most is understanding them well enough to know how they help you reach your business goals. Just like at the café, asking a question about the specials isn’t foolish. It’s how you make sure you get exactly what you want. The more we, as an industry, understand the “ingredients” of data and identity, the better we can cook up new solutions that serve both brands and consumers. After all, the goal isn’t just to talk about the menu, it’s to enjoy the meal.
At Experian, we help brands turn that menu into action. From identity resolution to privacy-safe data collaboration, our solutions make it easier to connect with audiences, activate campaigns, and measure real outcomes.
If you’re ready to move from decoding the jargon to delivering better customer experiences, we’re here to help
About the author
Brandon Alford
Group Product Manager, Experian
Brandon Alford is a seasoned professional in the AdTech ecosystem with a focus on identity, audience, measurement, and privacy-forward solutions. He has spent his career helping advertisers and publishers navigate the complexities of digital advertising and privacy, bringing a practical and forward-looking perspective to industry challenges and innovation.
AdTech jargon FAQs
First-party data is information a customer shares directly with a brand, like purchase history, preferences, or sign-ups. It’s the most valuable and privacy-safe data marketers can use to build personalized campaigns.
Identity resolution ensures a brand can recognize the same customer across different touchpoints. Matching links records across data sets (e.g., between partners) so campaigns reach the right people without exposing full customer lists.
A crosswalk bridges two data systems with a shared key to recognize the same customer, while a clean room allows partners to analyze data together securely without exposing sensitive details.
Cookie-free and ID-free targeting shift focus away from tracking individuals, instead tailoring ads based on context (like time of day or content being viewed) or allowing flexibility across multiple IDs.
Measurement tracks activity (like clicks or visits), while outcomes prove business impact (like sales, loyalty, or revenue). Both are essential, but outcomes show whether strategies are truly effective.
Experian provides tools for identity resolution, privacy-safe data collaboration, and campaign measurement, helping marketers move from understanding the “menu” of AdTech terms to achieving real results.
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The marketing world has been preparing for years for the end of third-party cookies, and the news has shifted again. In 2025, Google paused its plan to phase out third-party cookies in Chrome, opting instead to introduce new privacy controls that let users manage how their data is shared. Even with this change, one truth remains: privacy-first; identity-driven marketing is no longer optional. For marketers, it’s about moving beyond reliance on cookies toward durable strategies built on trust, consent, and connected data. What is cookie deprecation? Cookie deprecation refers to browsers ending support for third-party cookies, which have long allowed advertisers to track user activity across multiple websites. These cookies were the foundation of behavioral targeting and attribution. By contrast, first-party cookies, created by a brand’s own website, will continue to function. They store essential information like logins or preferences and are central to modern data collection strategies. The change aims to improve privacy and transparency, giving users more control over their information. For marketers, it represents a shift from broad tracking to consented, identity-based engagement. Experian’s view: While third-party cookies may linger longer than expected, identity should remain the cornerstone of every marketing strategy. Why is cookie deprecation reshaping the industry? The shift toward privacy-first marketing didn’t begin with Google, but Chrome’s decision to limit third-party cookies has amplified the impact. Safari and Firefox removed third-party tracking years ago, but Chrome’s dominance, with roughly 65 percent of the global browser market, makes its shift a defining moment for advertisers. Apple App Tracking Transparency (ATT): Requires user permission before app tracking. Global Privacy Control (GPC): Lets users signal how their data can be shared. General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA): Enforce consent and transparency in data use. Google Tracking Protection: Now limits cross-site tracking for 1 percent of Chrome users, about 30 million people, before a full rollout. The platform response Google’s Privacy Sandbox initiative and new user privacy control interface aim to balance personalization with user protection. These updates mark a shift toward data transparency rather than full deprecation. Experian supports this evolution by helping marketers adapt through privacy-led identity, data collaboration, and measurement solutions that meet compliance standards while maintaining addressability and performance across channels. How will cookie deprecation affect marketers? Marketers will notice several shifts: Less cross-site visibility: Without third-party cookies, connecting behavior across websites becomes difficult, making it harder to attribute conversions. Greater dependence on first-party data: Data collected directly from consumers (emails, preferences, purchase history) will be crucial for targeting and measurement. Increased adoption of alternative IDs: Solutions like Experian’s alternative IDs help maintain addressability and measurement in a cookieless world. Renewed focus on contextual advertising: Relevance now depends on where an ad appears rather than who sees it. New compliance expectations: Marketers must prove transparency and respect for consent under tightening global privacy laws. What challenges should marketers expect with cookie deprecation? Marketers face both operational and strategic hurdles as third-party cookies lose value. Addressability and targeting gaps Without universal identifiers, reaching audiences across channels becomes fragmented. Advertisers must unify data from CRM systems, mobile apps, and offline touchpoints to maintain reach. Measurement and attribution complexity As cookies disappear, so do last-click and view-through models. Solutions must rely on first-party data and probabilistic modeling to evaluate performance. Privacy and consent management Data collection now requires clear opt-ins, user control interfaces, and secure consent management systems that align with IAB standards. Resource and skill constraints Testing new identity and data solutions can be costly. Smaller teams may struggle to integrate clean rooms, universal IDs, or new reporting APIs. Experian’s role: Experian supports marketers through this transition with privacy-compliant data infrastructure, identity graphs, and measurement tools that work across every major platform. How can marketers adapt to a cookieless future? Cookies may still exist, but durable identity strategies are the future of digital marketing. Here’s how to prepare: Use first-party data: Collect information directly from your customers through loyalty programs, preference centers, and interactive content. Invest in analytics that translate this data into insight. Establish a trusted identity foundation: Experian’s Digital Graph connects more than 4.2 billion digital identifiers, linking households and devices in privacy-compliant ways. That means marketers can expand their addressable reach and understand audiences without relying on cookies. Experian’s data-collaboration solutions let you combine your first-party data with partner insights securely, unlocking deeper audience understanding. Explore alternative targeting technologies: Contextual methods powered by Experian’s data accuracy ranked #1 by Truthset, help you maintain personalization while respecting privacy. See how Experian’s identity resolution and data collaboration solutions can help you adapt in a cookieless world. What are the best practices for post-cookie marketing? Be transparent: Make consent simple and clear, and show how data adds value. Experian helps brands maintain transparency through privacy-first data solutions built on consented consumer information. Prioritize data quality: High-quality, verified data builds confidence and improves ROI. Experian’s accurate and validated data assets ensure marketers reach real people with relevant messages. Choose the right partners: Work with technology providers like Experian that support privacy regulations and enable interoperability across platforms. Keep the customer experience central: Relevance and respect earn long-term loyalty, values embedded in Experian’s approach to responsible marketing. What does the future look like for advertising without cookies? The end of cookies isn’t the end of personalization. It’s a chance to design advertising that earns consumer trust. Marketers who connect data responsibly and measure real outcomes will outperform those chasing outdated identifiers. Experian already helps global brands build this future through: Consumer Sync identity solution: Enables consistent, privacy-safe engagement across channels. Consumer View data solution: Delivers compliant, data-driven insights to inform data-driven marketing decisions. Digital and Offline Identity Graph: Provides scalable connectivity across digital and offline environments for a unified customer view. Learn how Experian can help you thrive after cookie deprecation Cookie deprecation changes how digital marketing works, but it doesn’t erase the value of data. With Experian’s identity, connectivity, and trust-based solutions, you can continue reaching audiences effectively and measure what matters. Explore how Experian can help you connect confidently in a cookieless world FAQs What is cookie deprecation? Cookie deprecation refers to browsers ending support for third-party cookies, which track users across sites. This shift promotes greater privacy and transparency while encouraging marketers to use first-party and identity-based data for targeting and measurement. Why is Google Chrome phasing out third-party cookies, and what’s changed recently? As of September 2025, Google paused its plan to fully deprecate third-party cookies in Chrome. The company will introduce new user privacy controls that allow individuals to choose how their data is shared, while continuing to test privacy-preserving APIs through its Privacy Sandbox. Which browsers are affected by third-party cookie deprecation? Safari and Firefox already block third-party cookies, and other browsers have adopted similar restrictions. While Chrome’s deprecation is paused, its large user base, more than 60 percent of global traffic, means its future policies will continue to influence how marketers plan and measure campaigns. How should marketers adapt to third-party cookie deprecation? Even with Google’s pause, marketers should keep building privacy-first strategies. Focus on:- Strengthening first-party data through loyalty programs and preference centers.- Using Experian’s Digital Graph to connect audiences across devices and environments.- Activating with Consumer Sync® for consistent, privacy-safe engagement.- Collaborating securely through Experian’s data collaboration solutions, which allow brands to share insights responsibly. Latest posts
As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we'll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns. What separates Experian's syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs). 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. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Spring cleaning and home improvement Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like "Gardening Mothers" or "Home Improvement & DIY Frequent Spenders." Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine. Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements: Purchase Transactions > Household Goods > Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Purchase Transactions > DIY and Advice Seekers > High Spenders Purchase Transactions > Home Improvement/DIY > High Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders Gardening Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening: Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Hobbies > Gardening Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers Purchase Predictors > Shoppers All Channels > Lawn and Garden Movers and new homeowners Did you know? 44% of new homeowners are between the ages of 25-39*. Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now: Life Events > New Homeowners > Last 6 Months Life Events > New Movers > Last 12 Months Mother's Day: Unveil the perfect gift Appealing to the emotion of gratitude and love, Mother's Day is a significant occasion for marketers. Activate Experian syndicated audiences such as "Mother's Day Shoppers" and "Florists & Flower Gifts High Spenders" to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother's Day: Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children Mobile Location Models > Visits > Mothers Day Shoppers Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54 Mobile Location Models > Visits > Jewelry Retail Stores Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders Father's Day: Celebrate Dads in style Highlighting the significance of paternal bonds, Father's Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the "Father's Day Shoppers" or "Growing and Expanding families" with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father's Day: Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders Mobile Location Models > Visits > Fathers Day Shoppers Mosaic – Personas – Lifestyle and Interests > Group M: Families in Motion > M45 – Growing and Expanding (Young, working-class families and single parent households that live in small city residences) Geo-Indexed > Demographics > Presence of Children: Ages: 7-9 Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders Life Events > New Parents > Child Age 0-36 Months Plan for the 2024 TV Upfronts When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It's not just about targeting a demographic; it's about captivating your unique audience. Whether it's cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics. Here are 6 audience segments that you can activate as part of your TV planning strategy: Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences: TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Summer preparation: Anticipate the fun ahead As spring transitions to summer, help your audience gear up for the upcoming season. Target "Summer break travelers" or "Memorial Day Shoppers" with offerings that align with their summer plans. Whether it's fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures. Here are 6 audience segments that you can activate to target consumers getting ready for summer: Mobile Location Models > Visits > Summer Break Travelers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Mosaic – Personas – Lifestyle and Interests > Group B: Flourishing Families > B09 – Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children) Mobile Location Models > Visits > Memorial Day Shoppers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers Did you know? Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*. Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience. Spring into effective advertising with Experian’s syndicated audiences For spring advertising campaigns, understanding your audience is the key to success. By activating Experian's syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers. Connect with our audience team 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. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide below. Download our syndicated audiences guide Check out other seasonal audiences you can activate today. Take me there Footnote *Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants. Latest posts