Marketing trends

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

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

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

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

Why does 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

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

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

Year after year, CES signals where marketing is headed next. In 2026, the message was clear. Progress comes from connecting data, intelligence, and outcomes with discipline, not spectacle. Across AI, programmatic media, and measurement, the same priorities surfaced again and again. 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 Under the bright lights of Las Vegas, three themes cut through, and each one pointed to a future where data, intelligence, and outcomes move in lockstep. Here are the three themes that defined CES 2026. 1. Agentic AI proved that it’s only as good as its data inputs AI was once again the star of the show. At CES 2026, marketers focused less on demos and more on proof that AI improves decisions, reduces friction, and drives outcomes. Every credible use case traced back to accurate, privacy-first data. What changed at CES was how that intelligence is being applied. Agentic AI systems designed to act autonomously are moving beyond insights and into execution. From media buying to optimization, these agents are increasingly expected to make decisions at speed and scale. That shift raises the stakes for data quality. When AI is operating campaigns, not just informing them, accuracy and privacy are non-negotiable. “This year's CES made agency priorities crystal clear. Efficiency, differentiation, and outcomes. As agentic AI takes on more responsibility across planning, activation, and measurement, Experian gives agencies a robust data and identity foundation they can trust to own the outcome for every client.”Greg Williams, Chief Operating Officer Without accurate, privacy-compliant data, AI agents struggle to reflect real behavior or support responsible personalization. A reliable, privacy-first data foundation is what turns AI from an interesting experiment into an operational advantage. That advantage gets even stronger when it’s anchored in an identity graph that understands people and households across channels. When identity and intelligence move together, AI becomes more accurate, accountable, and effective at driving outcomes. In an AI first world, the strongest signal isn't scale. It's data quality. Watch our agentic media panel from our Curated Couch at CES 2026 2. Curation goes mainstream Curation is no longer experimental. At CES, it showed up as a mandated capability for buyers and sellers navigating fragmented signals and complex supply paths. Marketers want intentional media buys they can explain, defend, and repeat. AI is accelerating this shift. As AI systems take on more responsibility for planning, packaging, and optimization, curation provides the guardrails. It defines what “good” looks like (premium supply, trusted data, and clear performance goals), and allows AI to operate within those constraints driving the optimal outcomes for marketers. “Our sell-side clients walked into CES asking how to stand out in a crowded landscape. The answer kept coming back to data-driven curation. With Experian Audiences and Curated Deals, SSPs and publishers can improve targeting within PMPs, package inventory more intelligently, and prove value with confidence. As we head into 2026, data is no longer a supporting input. It needs to be at the center of every conversation.”Chris Meredith, Head of Sell-Side Rather than maximizing inventory access, curation prioritizes control, transparency, and performance. Buyers want premium supply aligned to specific goals. Sellers want clearer paths to demand. They can play the odds or own the outcome. When data leads, they own it. When curation is powered by high-fidelity audiences and a connected identity framework, it becomes even stronger. That’s what allows curated deals to deliver clarity, confidence, and repeatable performance. This shift reflects a broader move away from probability-based buying toward outcome ownership, where AI-driven systems are measured not on activity, but on results. 3. Activation and measurement finally shared the same stage Activation and measurement are now coming together around shared data and identity. CES 2026 marked a turning point where closing the loop felt achievable, not aspirational. Both the buy-side and sell-side face pressure to show that media investment drives outcomes. Agentic AI was a quiet driver of this optimism. As AI agents increasingly manage activation decisions in real time, marketers need measurement systems that can keep up. That requires a shared data and identity foundation. One that allows AI-driven actions to be evaluated against outcomes consistently, across channels and partners. In healthcare, accuracy is everything. Our clients need to reach patients and healthcare professionals in ways that respect privacy while driving meaningful outcomes. CES underscored that privacy, identity, and measurement must work in harmony. That’s how health marketers reduce risk and increase the likelihood that every message leads to better care.Sheila Wirick, Sales Director, Health Achieving that requires a consistent identity spine that connects planning, activation, and outcomes across channels. And that spine is strongest when it’s built on accurate, privacy-first data and audiences that understand people and households. That connection allows marketers to move beyond proxy metrics and evaluate performance based on tangible results. When campaigns and measurement rely on the same data foundation, AI-driven platforms can optimize toward outcomes such as new customers, account growth, or in-store activity, not just delivery metrics. That’s the connective layer that turns disconnected touch points into a measurable, outcomes-based system. Watch our healthcare marketing panel from our Curated Couch at CES 2026 Three takeaways from CES 2026 AI is maturing, but only for teams with accurate, connected, privacy-first data that AI agents can act on responsibly. Curation is scaling, giving both humans and AI systems clearer paths to quality, control, and differentiation. Activation and measurement are aligning, allowing AI-driven decisions to be judged on outcomes, not assumptions. We’re building for that world today. One where agentic AI operates on a trusted data and identity foundation, curation defines the rules, and outcomes determine success. With the right foundation and the deep data inputs, you can move faster, reduce risk, and let intelligence (human and artificial) work together to deliver results that last long after the neon lights fade. Connect with us FAQs What was the biggest shift discussed at CES 2026 for marketers? The biggest shift was the move from hype to accountability. Marketers focused on data quality, intentional media buying, and outcome-based measurement rather than experimental technology. Why did AI discussions emphasize privacy-first data? Privacy-first data supports accuracy, compliance, and trust. AI models built on unreliable or opaque data struggle to reflect real consumer behavior and create risk for brands. At Experian, privacy and compliance are built in. Every data signal, attribute, audience, and partner goes through our rigorous review process to meet federal, state, and local consumer privacy laws. With decades of experience in highly regulated industries, we’ve built processes that emphasize risk mitigation, transparency, and accountability. How does curation help reduce programmatic complexity? Curation simplifies buying by pairing premium inventory with specific audience and performance goals. This approach reduces waste and creates clearer, more repeatable buying paths. With the acquisition of Audigent, Experian is now more than just a premier data provider. We’re also a full-service curation partner. Together, we deliver end-to-end programmatic curation across data, inventory, and optimization, helping brands and publishers unlock smarter, more scalable media strategies. What does it mean to align activation and measurement? It means using the same identity and data foundation to plan campaigns and evaluate results. This alignment allows marketers to measure success based on business outcomes, not just delivery metrics. With Experian, marketers can 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. Why is identity central to all three CES themes? Identity connects data across channels and stages of the customer journey. It enables accurate AI, effective curation, and consistent measurement within one system. Experian delivers identity resolution at the scale, accuracy, and compliance required by the world’s largest enterprises. Our solutions are:- Built on trust: Backed by 40+ years as a regulated data steward and rated #1 in data accuracy by Truthset, so you can act with confidence.- Powered by our proprietary AI-enhanced identity graph: Combining breadth, accuracy, and recency across four billion identifiers, continuously refined by machine learning for maximum accuracy.- Seamlessly connected: Pre-built data integration with leading CDPs, DSPs, and MarTech platforms for faster time to value.- Always up to date: Frequent enrichment and near-real-time identity resolution through Activity Feed for timely personalization and more responsive customer engagement.- Privacy-first by design: Compliance with GLBA, FCRA, and emerging state regulations baked in at every step, supported by rigorous partner vetting. Latest posts