Marketing trends

Retail media networks (RMNs) are on the brink of a major shift. While they are poised to capture over 20% of ad spend in 2025, on-site monetization won't be the growth driver it once was. With advertisers consolidating spend among just six or seven RMNs on average, including giants like Amazon and Walmart, it’s hard for smaller RMNs to compete. Off-site retail media ad spend is projected to grow 42.1% in 2025 - nearly three times the rate of on-site growth (15.1%), according to eMarketer's November 2024 forecast. This dramatic shift underscores that while on-site placements are maturing, off-site is where the momentum (and money) is heading. To remain competitive, RMNs must move beyond traditional, on-site placements and embrace a broader, more integrated approach to media activation. The future of retail media is about utilizing enriched first-party data to drive performance across the open web, connected TV (CTV), and other digital channels. Break free from your owned and operated properties Historically, RMNs have limited ad placements to their own digital properties. While this approach has delivered high-margin returns - on-site ad margins can reach 70-90%, compared to 20-40% for off-site - it’s also inherently limiting. Retailers only have so much owned inventory to sell, and advertisers demand greater scale and flexibility. As brands push for more reach, RMNs must extend their impact beyond owned-and-operated (O&O) properties. Omnichannel retail media ad spending is forecast to hit $61.2 billion in 2025. Brands are looking beyond retail sites to build integrated, multi-channel strategies that drive results across the funnel.eMarketer Off-site doesn’t just mean digital. Walmart’s recent expansion of its Fuel and Convenience stations - planning to open or remodel 45 in 2025, bringing the total to 450 - shows how physical spaces are also becoming extensions of a retailer’s media network. These locations create new touchpoints where advertisers can engage shoppers with timely, context-aware messaging while they fuel up or grab a snack. These quick-stop environments are ideal for limited-time offers or impulse-triggering messages - especially since 68% of U.S. adults say discounts contribute to their latest in-store impulse purchase. Maximize the value of first-party data One of retail media’s biggest promises is the power of first-party data for precision targeting. While on-site ads are inherently lower-funnel, off-site activation allows advertisers to move up the funnel and apply retailer customer data holistically across the open web. For example, DoorDash and Macy’s now offer self-service audience data to advertisers via The Trade Desk, allowing brands to target consumers programmatically. Meanwhile, Walmart is taking a different approach - cloning The Trade Desk’s technology to maintain its walled garden. These moves demonstrate how retailers are rethinking data monetization strategies to scale beyond O&O limitations. Drive new revenue streams with off-site activation Off-site activation enables RMNs to drive incremental reach on channels where audiences are actively engaging, including CTV, programmatic display, and social media. This expansion allows brands to connect with consumers beyond retail websites. Retailers are also utilizing non-endemic advertising opportunities in environments like gas stations and kiosks. Unlike traditional grocery or apparel aisles, these spaces are brand-neutral, allowing advertisers who don’t sell products in-store to still activate campaigns using retailer data. In fact, 53% of brands have already partnered with a retailer that doesn’t carry their product, and that number is expected to grow as advertisers seek new ways to tap into retail media’s rich targeting capabilities. Retailers looking to extend the value of their data beyond O&O inventory have two primary off-site opportunities: First, they can use an identity graph to resolve customer identifiers into addressable IDs that can be enriched with additional attributes and activated across channels like the open web and CTV. This allows retailers to find and reach known customers with relevant messaging outside of their owned platforms. For example, a grocery RMN can identify lapsed snack buyers and deliver streaming TV ads that reengage them on CTV platforms. CTV retail media ad spending alone is expected to grow 43.1% this year, reaching $4.86 billion, highlighting the appetite for video-based upper-funnel strategies. Second, RMNs can broaden reach by activating first-party audiences, syndicated segments, or custom-built audiences through onboarding capabilities. These audiences can be sent to a variety of programmatic and CTV destinations, enabling advertisers to engage shoppers in high-impact environments. For example, a home improvement retailer can send its audience segments to programmatic ad exchanges, ensuring DIY shoppers see relevant offers even while browsing unrelated sites. Together, these approaches allow retailers to monetize their data more effectively while giving brands the ability to reach consumers in moments that matter beyond just retail websites and apps.  Scale and measure success with data partnerships For smaller RMNs to compete with larger players, they need more than just inventory - they need the ability to scale campaigns and prove performance. Data partnerships play a critical role in both expansion and measurement. Measurement remains one of the biggest challenges for RMNs moving off-site. On-site retail media offers closed-loop attribution, but off-site activations introduce complexity. Retailers can work with an identity resolution partner like Experian to connect ad exposures to actual retail outcomes, such as store visits or purchases, across digital and physical environments. Whether it's through pixels placed on campaign ads or TV impression logs, these connections help RMNs demonstrate real impact. This approach helps unify disparate data - such as a CTV ad exposure and a subsequent online or in-store purchase - into a clear, measurable outcome. These insights not only show what’s working, but help RMNs optimize future campaigns and provide advertisers with transparent, third-party-validated reporting. As retailers like Walmart integrate loyalty programs like Walmart+ into their physical extensions, they gain valuable behavioral insights into how customers shop across formats - from fueling up to filling carts. These data signals help refine identity graphs and improve measurement across increasingly hybrid consumer journeys. Beyond ads: The data monetization opportunity Smaller RMNs may struggle to scale ad-supported revenue, but there’s another path forward: Data-as-a-Service (DaaS). Providing anonymized, privacy-compliant audience insights to brands offers a high-margin, scalable revenue stream. In fact, some retailers are already embracing this model by licensing their data to programmatic platforms. A playbook for smaller RMNs to win off-site The future of retail media belongs to those who harness data to influence consumer behavior across all digital marketing channels. To succeed, RMNs should focus on: Moving beyond owned inventory: Activate first-party data across CTV, social, and programmatic channels to meet advertisers where their audiences are. Expanding reach through partnerships: Collaborate with identity resolution providers to maximize match rates and campaign effectiveness. Building a full-funnel offering: Position off-site retail media as a brand-building play, tapping into ad budgets that traditionally fund upper-funnel campaigns. Monetizing data, not just ads: Explore DaaS models to generate passive revenue. The time to move off-site is now Retailers that wait too long to embrace off-site activation risk falling behind. Those that expand beyond their owned inventory, invest in off-site data strategies, and build strategic partnerships will be the ones that shape the future of retail media. Experian isn’t just part of the RMN conversation. We’re driving it. Let’s talk. Connect with our team Latest posts

Retail media networks (RMNs) are on track to capture over $128 billion in ad spend by 2028, growing nearly 25% year over year​. But behind this rapid expansion, RMNs face a challenge that could slow their momentum: they lack the complete picture of their customers.   Retailers sit on a goldmine of first-party data—loyalty programs, online purchases, and in-store transactions—but their customer view is often fragmented, incomplete, or entirely anonymous. Without a strong identity foundation, RMNs struggle to: Scale advertiser reach beyond logged-in users Seamlessly match audiences across channels (CTV, programmatic, social) Deliver the precise targeting and measurement that advertisers demand The reality? Data is only valuable if it’s usable. And right now, too many RMNs are leaving value on the table. The identity challenge: If you can’t see it, you can’t monetize it Retailers have two types of customers: Known customers: Logged-in or self-identified users with purchase history and identifiable attributes. Unknown customers: Shoppers who browse, purchase in-store, or check out as guests—leaving behind only partial or anonymous data. Although many retailers have a loyalty program, it’s unlikely they are capturing a full view of all of their customers, especially outside of their four walls. When retailers don’t know their customers, they can’t effectively: Understand what messages will resonate with what audiences Extend their audiences beyond their owned platforms Provide advertisers with the reach and addressability they demand Accurately measure media performance and prove ROI But this challenge isn’t unsolvable—it’s an identity problem, and Experian is built to fix it. The missing link: Clean, enriched, and connected data Assuming your data is ready to activate is a costly mistake. Too often, RMN data is messy, siloed, and incomplete, making it difficult to deliver the precision and performance advertisers expect. Experian flips the script—helping RMNs transform fragmented signals into a complete, connected picture of their audience. Here’s how Experian helps RMNs go from fragmented to first-class Clean and optimize We organize messy customer data, removing duplicates and filling in gaps. Enrich and enhance Our insights add depth to profiles with demographics, behavior, and purchase intent signals. For example, an RMN may know a shopper recently bought a car seat—but not that they lease a luxury SUV. That auto data is critical to securing auto ad dollars, and it’s exactly the kind of insight Experian provides. Expand and connect Using digital identifiers like hashed emails (HEMs), mobile ad IDs (MAIDs), and connected TV (CTV) IDs, we help extend audience reach across every channel advertisers care about. The result? A complete and addressable audience picture that RMNs can activate confidently—on-site and off. We partnered with one of the largest RMNs in the world to overhaul its first-party shopper data ahead of industry changes. By anchoring its data to stable digital IDs, addressability skyrocketed by nearly 300%. That’s the Experian difference—turning guesswork into confidence. Retailers who master identity will win the RMN race In an increasingly competitive RMN landscape, identity isn’t optional—it’s everything. Advertisers demand scale, accuracy, and measurable impact. Only RMNs with a robust identity foundation will rise above the competition. RMNs that prioritize identity resolution and data enrichment will: Drive more revenue by increasing the size of their addressable audience Keep advertisers engaged with better targeting and measurement Capture RMN market share by offering scale and accuracy Don’t just compete—lead. Ready to transform? Experian will show you how Fixing data inside the RMN ecosystem is just the beginning. In part two, we’ll cover: Why RMNs should be activating their enriched first-party data across CTV, programmatic, and social. Why off-site expansion is the future of maximizing revenue. How Experian’s data and identity solutions power off-site activation.  Experian isn’t just part of the RMN conversation. We’re driving it. Let’s talk. Connect with our team Latest posts

At this year’s Shoptalk, one thing was crystal clear: Retailers are no longer just competing on price or product—they’re competing on experience. And in that race, customer expectations are not just the starting line—they’re the finish line, too. Over three days of discussions, demos, and side conversations, Shoptalk 2025 delivered a fresh look at how brands and advertisers are adapting to an increasingly blended retail environment. The show spotlighted not just what's new in retail media and AdTech—but how the industry is rethinking the entire shopper journey. What we heard again and again on the ground was this: there is no one-size-fits-all playbook anymore. Every retailer is navigating their own unique mix of identity, data, tech, and consumer needs. The winners will be those who stay nimble while staying connected to what customers actually want. Experience is everything Across sessions and show floor chats, the core message was this: customers expect more—and retailers must rise to meet that moment. Whether it’s a personalized in-store interaction or a seamless connected TV (CTV) ad experience, people want value, inspiration, and storytelling wherever they shop. That means digital and physical channels must work together effortlessly. Retailers aren’t just “digitizing” the in-store experience anymore—they’re rethinking how to make the entire shopping journey feel easy, consistent, and enjoyable. This shift isn’t just about touchpoints. It’s about changing the way retailers think about the customer experience. Loyalty isn’t a program, it’s every interaction Loyalty emerged as a major theme—one that goes well beyond points and perks. Speakers from Wayfair, DSW, and Lowe’s emphasized that every customer interaction, not just formal programs, should be viewed as an opportunity to build emotional loyalty. Sarah Crockett, CMO of DSW, shared that emotional tactics resonate more deeply than transactional rewards—echoing a broader shift toward customer-centric, experience-driven engagement. “Loyalty today isn’t just about perks. It’s about trust, connection, and knowing your customer on a deeper level. Every interaction is a chance to build that relationship.”Sam Zahedi, Sr. Enterprise Partnerships Manager Retail media gets real Retail media networks (RMNs) took center stage, but the tone is changing. With so many players flooding the space, retailers and advertisers alike are asking tougher questions: How do you stand out? How do you prove value? And perhaps most critically—how do you build trust? Standardization came up in several sessions, but as Harvey Ma from Sam’s Club MAP pointed out, standardization alone won’t fix what's been lost: foundational trust and transparency. Advertisers want more than impressions—they want insights, outcomes, and measurement they can count on. “There’s no one playbook—nor should there be. Every retailer, every RMN, and every customer is different. Success comes from building strategies as unique as the audiences they serve.”Anne Passon, Sr. Director, Sales, Retail Many brands came to our team asking how Experian can help extend their audiences into new environments like social and CTV. Here’s how we do it: We work with our RMN partners to take their organized, clean, complete, and highly usable customer records and expand them to include other digital identifiers. By adding digital IDs such as hashed emails (HEMs), mobile ad IDs (MAIDs), CTV IDs, and Universal IDs like Unified I.D. 2.0 (UID2) or ID5, we ensure that the retailer's entire customer base can be reached. On their own, RMNs only know the digital identity of a portion of their customer base. With Experian's help, they can add digital IDs to their entire customer base. As a result, marketers can reach all of an RMN's customers, including those whose identities were previously unknown. They can reach these customers both onsite and offsite, thanks to the array of addressable IDs we provide. This increase in addressability leads to higher revenue for the RMN. Moving at the speed of people One of the most thought-provoking moments came from Nikki Laughlin from McClatchy Media during a Brand Innovators session. She asked a simple but powerful question: How can we move at the speed of people if we’re always looking backward at data? It’s a challenge we’re hearing more often—marketers want to be proactive, not just reactive. That requires faster insights, cleaner connections between signals, and a shift from static audiences to living, evolving ones. Experian's identity and data solutions aren’t just about better targeting—they’re about helping brands activate smarter, faster, and with more confidence across the full media ecosystem. A marketplace of possibilities The best part of Shoptalk? The spontaneous moments. The side conversations where ideas turned into opportunities. We had several discussions that signaled new partnerships on the horizon—some with current clients, others brand new. What united them was a desire to co-create: to build something more tailored, more agile, more customer-first. Of course, there were also shared challenges. Retailers are navigating how to stay customer-centric while grappling with complex, sometimes controversial tech—from AI to influencers to evolving data privacy norms. But if there was one consistent thread, it was this: retailers are hungry for clarity and collaboration. Forget the playbook, follow the customer Shoptalk 2025 reminded us that while tech and trends come and go, the most successful retail strategies still start with one thing: knowing your customer. That’s what fuels smarter activation, stronger measurement, and more meaningful experiences—whether online, in-store, or across emerging media channels. If you're rethinking your retail strategy or want to explore how Experian can support your goals across identity, retail media, or CTV, let’s talk. Let's connect and explore what's possible Latest posts

In a perfect world, we’d all have a single, go-to grocery store that carried everything on our shopping list - fresh produce, gourmet coffee beans, rare spices, and maybe even that special-grade olive oil, right alongside our wholesale bulk purchases at unbeatable prices. It would be convenient and efficient, and it’d save a lot of driving around town. The changing data marketplace: From one-stop shop to specialized selection For a long time, data buyers enjoyed something similar in their world: a small set of large-scale data marketplaces that offered a wide array of audiences, making it easy to load up on whatever you needed in one place. Not only are there fewer places to pick everything up, but new factors like privacy and signal deprecation are placing a spotlight on quality and addressability. Just as our dinner plans are growing more ambitious insofar as we want health, flavor, value, and convenience all in one place - so are our data strategies. Instead of a single steak-and-potatoes meal, today’s data marketplace operators might be cooking up a complex menu of campaigns. As a result, data buyers are beginning to shop around. Some still rely on large-scale marketplaces for familiar staples, but now they have reasons to explore other options. Some are turning to providers known for offering top-tier, transparently sourced segments. Others are focusing on specialty providers that excel in one area. A more selective approach to data buying In this environment, choosing where to “shop” for data is becoming more deliberate and selective. Data buyers aren’t just thinking about broad scale; they’re looking to prioritize quality, durability, data privacy, and differentiation. They need to place higher value on data marketplaces that can maintain audience addressability over time, despite signal loss. Sometimes, that means accepting a smaller assortment in exchange for tighter vetting and more reliable targeting. Other times it means mixing and matching - stopping by one marketplace for premium segments and another for cost-friendly, wide-reaching data sets. Either way, they can benefit from having more choices. Experian’s marketplace: A trusted source for high-quality data Experian’s vetted and curated blend of data partners and vertically-aligned audiences offers a trusted specialty store for data buyers. Experian’s marketplace, powered by identity graphs that include 126 million households, 250 million individuals, and 4 billion active digital IDs, enables partner audiences to be easily activated and maintain high addressability across display, mobile, and connected TV (CTV) channels. In particular, Experian’s marketplace provides: Enhanced addressability and match rates All audiences delivered from the marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning. Audience diversity and scale Access a broad range of audiences across top verticals from our partner audiences, which can be combined with one another and with 2,400+ Experian Audiences. The ability to join audiences across data providers ensures that buyers can build the perfect audience for the campaign. Trusted compliance and oversight With decades of experience, Experian is a trusted expert in data compliance. Our rigorous data partner review ensures available audiences comply with all federal, state, and local consumer privacy regulations. The future of data marketplaces: Precision and flexibility matter The evolution of data marketplaces reflects the industry's shifting priorities. Data buyers seek specificity, reliability, and adaptability to align with their diverse campaign needs. The best data strategy, much like the best grocery run, isn’t about grabbing everything in one place - it’s about carefully selecting the right ingredients to create the perfect recipe for success. This shift underscores the importance of flexibility and precision as data buyers navigate a landscape shaped by privacy regulations, signal loss, and evolving consumer expectations. As data marketplaces adapt to meet these demands, they are redefining what it means to deliver value. Experian’s marketplace enables buyers to strike the perfect balance between reach and quality by offering enhanced match rates, precise audience planning, and seamless distribution. In this new era, data buyers have the tools and options to craft campaigns that are impactful and aligned with the increasingly selective and privacy-conscious digital landscape. The key is recognizing that today’s data strategy is about utilizing the strengths of many to create a cohesive and effective whole. If you're interested in learning more about Experian's marketplace or becoming an active buyer or seller in our marketplace, please contact us. Contact us Latest posts

Advertising today is more complex than ever. Consumers demand personalized, relevant experiences from brands, making it increasingly challenging to meet expectations without external support. Businesses must work with publishers, retailers, and platforms to thrive, using these partnerships for data insights that refine their strategies and fuel growth. We spoke with industry leaders from Ampersand, AppsFlyer, Audigent, Comcast Advertising, Fox, ID5, and Snowflake to gather insights on how strategic collaboration can expand audience reach, improve targeting precision, and drive measurable advertising success. 1. Expand your reach with strategic collaborations Gone are the days when brands relied solely on third-party data. By linking their first-party insights with equally valuable data from partners, brands develop a far more comprehensive understanding of their audiences. This collaborative approach creates richer audience profiles, improves targeting, and enhances campaign performance. Partnerships also create opportunities for operational efficiencies. For instance, brands that share data and expertise with collaborators can expand their audience reach without overhauling existing systems. These collaborations allow marketers to work smarter, turning shared knowledge into strategic wins. "Partnerships are everything. We can't fulfill our goals on the sale side, marketers can't fulfill their goals of finding their audience where they need to reach them and with the right level of outcomes without partnering together. Why? Because each of them has their own line of sight to the data that they have access to and the data that they know best."Justin Rosen, Ampersand 2. Identify the right partnership model Choosing the right partnership model is key to achieving your business objectives. For some, pairing first-party data with publishers' insights creates better targeting. For others, aligning with complementary brands allows them to engage shared audiences. For large-scale efforts, agencies can unify collaboration frameworks, making onboarding and activation seamless. Meanwhile, emerging categories like FinTech, hospitality, and commerce media provide brands new avenues for impactful partnerships. Evaluating these options thoroughly will ensure your collaboration aligns with long-term marketing goals. "With first-party data being really the central point of signal today, we see more and more of our advertisers identifying partnerships with maybe potentially historical competitors or partners they would've never considered."Tami Harrigan, AppsFlyer 3. Utilize the power of pooled insights Combining various data sources, like CRM records, browsing behavior, and shopping receipts, creates an in-depth view of your customers. By understanding what motivates consumers at every stage of their journey, brands can better tailor messaging and funnel marketing spend to where it matters most. This approach also enables data-driven agility. Real-time insights help brands make informed adjustments, whether it’s shifting strategies mid-campaign or identifying new growth opportunities. When brands share data responsibly, the results are campaigns that resonate and deliver measurable improvements. "A lot of advertisers have gotten smarter about their data than they were just two, three years ago. They’re now doing that segmentation on their side with their data and bringing that to Fox and saying, ‘Look, match this segment against your entire user base.’ In order to do that, we can work with providers like Experian, or with data clean rooms to really bring that data and do a direct match without going through a third party."Darren Sherriff, Fox 4. Adopt the right tools and technology The right tools empower a collaborative data ecosystem. Solutions like data clean rooms ensure privacy-first data matching and measurement. Identity frameworks, such as Unified ID 2.0 (UID2) or ID5, enable secure data alignment across platforms, simplifying audience targeting while safeguarding sensitive information. Shared dashboards are another crucial tool, providing all collaborators with clear, co-owned performance metrics. Yet, while technology is an enabler, success ultimately depends on how well tools align with each partner’s goals and build trust within the collaboration. “You have to make it accessible to non-technical personas and you have to have the ability to have it stood up and pay dividends in a short amount of time. The other thing is interoperability. We very much think as an industry we need to have interoperability with clean rooms, ones that operate on different frameworks.” David Wells, Snowflake 5. Overcome barriers to collaboration Collaboration often faces obstacles, like differing goals, fragmented data, or resource gaps. Brands can tackle these issues by aligning stakeholders on clear KPIs, standardizing data-sharing practices, and selecting tools that integrate smoothly with existing systems. Breaking down barriers early fosters fluid cooperation and improves outcomes for everyone involved. When goals, tools, and resources are in sync, these partnerships deliver lasting value and stronger results. “The key is to bring together data assets and work collaboratively to address fragmentation. The way to solve that is with more interoperability and connect the data in very privacy-safe ways, offering more opportunity to reach high fidelity audiences and incorporate better measurement methodologies.”Carmela Fournier, Comcast Advertising The path to growth through partnership Those who prioritize collaboration will outrun the competition and drive sustainable growth through smarter, more connected advertising. By choosing the right models, using powerful technology, and addressing potential obstacles, brands can co-create campaigns that resonate deeply with their audiences. Connect with our experts Latest posts

RampUp 2025 brought together some of the smartest minds in AdTech to talk about the future of our industry. I had the opportunity to ask attendees key questions about AI, data collaboration, and the challenges they wish they could solve instantly. Here’s what they had to say. Watch my interviews here AI is everywhere in ads—How is it changing things? AI’s influence on advertising is undeniable, and industry leaders at RampUp 2025 emphasized how it is transforming the way data is used across marketing workflows. The increasing presence of Generative AI like ChatGPT is making it easier to stitch together data from various sources and act on insights, helping marketers execute campaigns with more efficiency. AI is no longer just about automation; it is now deeply embedded in audience building, personalization, and measurement, enabling marketers to optimize every step of the customer journey. What’s the one AdTech headache you’d fix forever? AdTech leaders agreed that some industry challenges have lingered for too long. Many expressed frustrations with the ongoing conversation about unifying cross-screen targeting and measurement. While the technology exists, aligning business priorities remains a roadblock. Others highlighted issues like the complexity of billing and reporting, which still needs to be faster and more reliable. There was also a strong push to educate brand marketers on the continued impact of offline media, such as billboards, and how data-driven strategies can enhance the effectiveness of out-of-home advertising. Beyond these operational challenges, another recurring theme was the increasing importance of identity as the backbone of effective advertising. While brands are focused on collecting first-party data, the true challenge lies in activating that data at scale. Without a strong identity resolution strategy, first-party data alone is not enough to create meaningful audience connections across multiple platforms and devices. What's one AdTech tool or strategy you can’t live without? When it comes to must-have tools and strategies, data collaboration and clean rooms emerged as essential. These solutions help companies, agencies, and publishers work together seamlessly while maintaining security and efficiency. Another key strategy discussed was traffic shaping, which allows advertisers to push activation closer to publishers, reducing data leakage and improving overall performance. Both of these approaches are critical for advertisers aiming to scale. However, as brands continue to seek more flexibility and efficiency, the conversation at RampUp expanded beyond individual tools toward a broader industry transformation. Interoperability has become a top priority, with brands, platforms, and data providers focused on ensuring seamless connectivity across clean rooms, customer data platforms (CDPs), and activation partners. The days of being locked into a single walled garden are over—the future is about data portability. "RampUp made it clear that the industry is shifting toward curated, interoperable, and always-on identity solutions—and Experian is perfectly positioned to lead this next phase of growth."Suzanna Stevens, Sr. Enterprise Partnerships Manager This shift is also driving changes in how brands manage identity. Rather than relying on one-off data onboarding, companies are increasingly adopting subscription-based identity solutions that provide an always-on, continuously refreshed identity graph. This model ensures that brands have up-to-date customer profiles while reducing inefficiencies associated with batch processing. What privacy regulations should marketers be watching? Privacy remains one of the most pressing concerns in AdTech, and industry experts highlighted the need for a better approach to regulation. Consent management was identified as a major priority since it is fluid and directly impacts how marketers engage with consumers. There was also a strong sentiment that the current state-by-state approach to privacy regulation in the U.S. is unsustainable. Instead, the industry would benefit from a national framework that simplifies compliance and ensures more consistent data governance across all states. Final thoughts from RampUp 2025 RampUp 2025 showcased the rapid shifts happening in AdTech, from AI-driven efficiencies to the growing importance of data collaboration and privacy-first strategies. As the industry works to solve long-standing challenges, such as unification and regulatory fragmentation, innovation continues to drive new opportunities. Experian remains committed to helping advertisers and marketers navigate these changes by enabling smarter, more connected, and privacy-conscious advertising solutions. We’re excited to see how these themes evolve throughout the year and look forward to collaborating with our partners to shape the future of digital advertising. Follow us on LinkedIn or sign up for our email newsletter for more insights on the latest industry trends and data-driven marketing strategies. Contact us Latest posts

Originally appeared in AdExchanger Navigating the world of data and identity partners feels like scrolling through a dating app: a sea of options, but only a select few worth swiping right. To find your perfect match, look for a partner who ticks all the right boxes. Here’s your guide to finding your perfect match. 1. Identity resolution: It all starts with a strong foundation Great identity resolution depends on a rock-solid foundation. The best partners rely on offline data—like names, addresses, and emails—that rarely change, ensuring a consistent view of households, individuals, and their devices over time. You want someone who gives you the same understanding of your audience across every stage of a campaign. 2. In search of: A well-rounded, reliable identity partner When evaluating identity graphs, it’s essential to distinguish between digital-only graphs, offline graphs, and those rare gems who combine both. Digital graphs rely on digital identifiers, while offline graphs are grounded in persistent identifiers like name, address, and phone number. A partner who offers both creates a more complete and reliable view of consumers across channels, resulting in more effective targeting and measurement. 3. Match rates are like dating profiles—don’t be fooled by the numbers Match rates can look impressive, but they’re often misleading. They can also vary widely depending on the methodology and the IDs being tested. Some providers inflate match rates by limiting the scope of comparison or tweaking their standards. The real indicators of quality are the depth of the data, the quality of matches, and how often the graph is refreshed. Ideally, your partner updates their graph weekly or monthly. The inclusion of inactive IDs may inflate the perceived scale without reflecting the true addressable audience. It's like having a profile photo from ten years ago–a major no-no. 4. Authentic origins: Is their data genuine or just a catfish? Look into your partner’s data sources and place a premium on those with public records or direct to consumer relationships. Ask if they have the experience and expertise when it comes to all aspects of data processing from accuracy to privacy and security. Look for some clear third-party indicators for accuracy, like ratings from Truthset, but there is also a basic reality: either your partner is focused on privacy and accuracy, or they are just playing the scale game. Swipe left on those playing games. 5. The breadth to impress Depth matters as much as quality. Seek a partner with wide-ranging attributes that span key audience categories like demographics, interests, and purchase behavior. They should offer the flexibility to deliver both granular data scores and broad audience segments, empowering you to reach the right consumers across channels effectively. 6. The total package: Does your partner really have it all? A true, lifelong partner connects the dots seamlessly, offering a blend of data and identity that link households to devices while layering in rich marketing insights. This approach helps advertisers better understand their customers, reach the right audiences across channels, and measure the impact of their campaigns. The right partner is well-connected and ensures that all the pieces—identity, data, and activation—work in harmony. 7. Future-proof charm: Will they ghost you when cookies crumble? With the Identifier for Advertisers (IDFAs) gone, cookies on the wane, and IP addresses under scrutiny, a partner’s ability to adapt is critical. The most future-proofed solutions are based on offline identifiers like names and addresses, which are user provided and consented data points–making them more resistant to privacy changes. Additionally, look for partners who have made the necessary investments and are prepared to support the new wave of addressable IDs emerging as alternatives to traditional signals. 8. Privacy savvy: Do they respect boundaries? As privacy laws evolve, you need a partner with a strong history in privacy compliance and proactive leadership in navigating new regulations. Strong and transparent privacy policies and participation in privacy organizations are a good indicator of trustworthiness, especially as new rules emerge across different states. Look for a partner who takes data privacy as seriously as you do and gives you peace of mind when handling sensitive information. 9. Seamless connectivity: Do they play well with others? Data is only as useful as it is actionable. Connectivity across platforms is essential, so choose a partner with seamless integrations into the major platforms you rely on for advertising. This ensures your data quality and identity resolution remain intact throughout your campaigns, avoiding loss from multiple handoffs. 10. Killer customer service: Are they in it for the long haul? A great partner collaborates to solve challenges, not just to sell or upsell. Long-standing partnerships and testimonials about strong customer service are key indicators of reliability. Choose a partner who educates and guides you through technical and strategic challenges, fostering an environment where problem-solving and innovation thrive. Keep your standards high Only a handful of companies can meet these rigorous criteria, and you should refuse to settle for a partner that lacks any of these key dimensions. Successfully navigating signal loss, privacy compliance, and seamless omnichannel integration requires extensive resources, robust infrastructure, and years of expertise. 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Linear TV advertising — also known as traditional or broadcast TV advertising — refers to scheduled ad programming broadcasted over traditional channels. While it doesn’t dominate the spotlight as it used to, it’s still a significant force in advertising today because of its vast potential to reach broad audiences and create memorable moments through high-profile events.

We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections. Here are five key insights to consider. 1. Build on trust with first-party data Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules. Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns. "We've been preparing and leaning into educating our clients around the value of first-party data. These are very important and primary considerations in any of our campaigns."April Weeks, Basis Technologies 2. Align metrics with business goals To demonstrate clear value, campaigns need to tie their outcomes to broader goals. Relying only on click-through rates or CPMs won’t cut it. Metrics that measure meaningful results, like driving sales or increasing customer retention, provide greater transparency than surface level data, like clicks or impressions. A continuous feedback loop between targeting and measurement ensures campaigns can be refined to better align with business objectives. This feedback helps marketers understand who they are targeting and how those audiences are driving key business results. Shifting focus to metrics that resonate with stakeholders ensures that marketing efforts are evaluated based on their true contribution to the company's objectives. "The television industry has access to more data than ever before, and at Samsung Ads, our ACR technology helps us provide valuable insights about what content and ads are being viewed. This abundance of data enables us to support clients in aligning their campaigns with business objectives effectively."Justin Evans, Samsung Ads 3. Personalize experiences to boost engagement Personalization drives stronger customer relationships by delivering tailored experiences to individual customer needs. Using data-driven insights to fine-tune offers and messaging makes interactions more relevant, strengthening brand loyalty. Combining behavioral, lifestyle, and transactional data provides a comprehensive understanding of the customer journey and ensures each touchpoint feels personal. Testing and iterating on personalization strategies also helps identify which data and approaches yield the best results. Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes. "Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don't necessarily need to own all of it but have a clear rationale and strategy about where you're using which data sets."Paul Frampton, CvE 4. Utilize advanced measurement tools for smarter decisions Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts. With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible. Learn how Swiss Sense measured marketing outcomes using Mosaic® "We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we've introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads."Luc Dumont, Madhive 5. Adapt quickly to stay competitive The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities. Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies. "Falling behind is not really an option. There's always a change in advertising and in data where there's a new horizon. The people who stay close to that and innovate will always follow it."Amelia Waddington, Captify Shaping the future Building meaningful consumer connections requires advertisers to combine robust data strategies with flexibility and innovation. By focusing on these five considerations, marketers can adapt to today’s challenges while preparing for what’s ahead. Connect with our experts Latest posts