At A Glance
Curation in AdTech packages enriched audience data and premium inventory into curated private marketplace deals designed for performance and transparency. As identity signals fragment and privacy expectations rise, curated programmatic buying gives marketers greater control, cleaner supply paths, and measurable outcomes. Experian and Audigent power end-to-end curation across data, inventory, and optimization.In this article…
Curation in AdTech is the strategic packaging of enriched audience data and premium inventory into a single, performance-ready deal, typically executed through private marketplaces (PMPs). It gives marketers greater control over targeting, supply paths, and measurement in a privacy-first environment.
Programmatic buying has grown more complex. Buyers face inefficient advertising and audience definition and identification, shrinking margins, and growing pressure to perform in a privacy-first world. Add in fragmented tech, shifting privacy regulations, and inconsistent identity signals, and reaching the right audience at scale has never been more complex (or costly).
Meanwhile, advertisers demand more transparency, publishers want control, and consumers expect relevance without feeling watched. Open exchanges, legacy data management platforms (DMPs), and spray-and-pray strategies just aren’t cutting it.
That’s why curation has seen increased adoption in the AdTech space. In programmatic advertising, curation refers to the strategic integration of enriched data and quality inventory into a single package — often executed as a PMP deal. This approach reshapes how campaigns are built, activated, and optimized by enabling performance-ready buys that reduce waste, increase relevance, and give marketers greater control over outcomes.
Curation does more than bundle data and inventory. It modernizes audience activation by enriching bidstreams with real-time, privacy-safe signals and optimizing the full supply path before inefficiencies impact performance.
It’s no wonder then that curation investments are accelerating, PMPs are gaining traction, and buyers are shifting budgets accordingly. Over 66% of the $150 billion+ open exchange programmatic market now flows through curated PMPs, with industry giants like Google publicly backing curation as a core strategy.
What does programmatic curation mean in AdTech?
Programmatic curation is the process of filtering, structuring, and packaging enriched data with high-quality programmatic inventory — enhanced by real-time optimization to create more targeted, efficient, and transparent media buys. The most effective approaches enrich bidstreams with real-time, privacy-safe signals and apply AI-powered optimization across supply and informed by demand signals. This creates curated private marketplaces that are designed for performance, not just packaging.
Instead of buying at scale and hoping for the best, curation prioritizes accuracy and value over volume, resulting in more targeted, efficient, and transparent media buys.
As privacy regulations reshape targeting, curation is becoming a key differentiator in an increasingly crowded AdTech space. It connects robust data with quality supply, helping marketers stay effective while giving publishers new ways to monetize with control.
But not all curation is created equal. Programmatic curation requires these core elements:
1. Comprehensive identity
To help drive addressability and consistency in today’s omnichannel world.
2. Unique audiences
Unique, high quality, privacy-compliant, and valuable.
3. Full signal visibility
Real-time integrations across supply and demand opening unfiltered views across the buy.
4. Strong supply connections
Access to quality inventory from publishers at scale.
5. AI-powered optimization
To measure, refine, and improve performance during a campaign and improve performance throughout the campaign lifecycle. Ideally, this includes supply path optimization (SPO) that routes spend toward more efficient supply sources and reduces waste.
6. Ability to report on outcomes
To close the loop attributing media exposure to real-world outcomes.
Without all of these elements, a so-called “curator” may simply be repackaging inventory without delivering the full value of a curated approach.
Experian Curated Deals take curation a step further by unifying premium data and premium inventory into optimized private marketplaces that simplify activation and help solve media inefficiencies by unifying audience signals across channels and enriching inventory with real-time data at scale. Delivered through simple Deal IDs, Curated Deals are designed to fit directly into agency and brand workflows in leading demand-side platforms (DSPs), without contracts, minimums, or hidden fees.
Why does curation matter if cookies still exist?
Curation matters even though cookies still exist because identity fragmentation is already here. While third-party cookies and mobile IDs like the identifier for advertisers (IDFA) haven’t gone away, the industry has already pivoted in anticipation of their decline.
Even without Google flipping the switch, signal loss is here thanks to Apple’s App Tracking Transparency (ATT), tighter compliance rules, and new tracking restrictions. Marketers are dealing with less data, more fragmentation, and fewer reliable IDs. So if you want to run an effective, scalable media campaign today, you need tools that go beyond third-party cookies.
That’s why programmatic curation is gaining ground as a better, more sustainable way to buy media. Investments in programmatic curation are growing, and not just for identity resolution. Marketers are leaning in because it:
- Combines verified audience data with premium inventory
- Supports ID-free or context-aware targeting
- Enables scalable, identity-agnostic strategies
- Improves data quality through enrichment
- Supports cookieless and deviceless strategies that are not tied to a single identifier
- Enables persistent targeting across environments where traditional IDs are unavailable
- Creates more controlled, pre-approved media paths via PMPs and reduces wasted spend through SPO applied on the supply-side.
“Curation will be bigger than header bidding and as big as programmatic or RTB — that’s our bet.”
Index ExchangeAndrew Casale, CEO
Whether cookies stay or go in the future, curation works for an ecosystem that demands better, cleaner, and adaptable media buying. The priority isn’t “cookies vs no cookies.” It’s building addressable, privacy-safe activation that performs even when identity signals are fragmented.
Who benefits from programmatic curation?
Curation creates value across the media ecosystem because it aligns incentives around data quality, supply integrity, and measurable outcomes. By bringing better data, cleaner supply, and more intentional targeting into programmatic advertising, it helps brands, agencies, and media buyers drive stronger performance, gives publishers more control, and creates a more respectful experience for consumers.
And unlike traditional approaches, curation is built for what’s now and what’s next. Here’s how each group benefits and why it matters.
Agency holding companies
Curation helps agency holding companies run more efficient campaigns by connecting high-quality data with premium supply. It delivers:
- Streamline fragmented supply paths and reduce wasted spend
- Integrate seamlessly with existing data and SPO strategies
- Improve audience accuracy in privacy-constrained environments
- Package premium data and inventory into performance-ready PMPs
- Increase transparency and control across buying strategies
- Accelerate testing and optimization without rebuilding campaign structures
When executed through Experian Curated Deals, these benefits become even more actionable. Curated Deals unify premium data and premium inventory into optimized private marketplaces delivered via simple Deal IDs that integrate directly into leading DSP workflows.
Holding companies can activate instantly through self-service deal creation, without contracts or minimum commitments. Built-in supply path optimization routes spend toward more efficient sources, while real-time signal enrichment enhances audience relevance at the moment of bid. A percent-of-media pricing model bundles data and inventory into one streamlined package, helping teams reduce complexity while improving performance.
Independent agencies
Independent agencies operate with leaner teams and fewer internal resources, yet face the same expectations for performance and innovation as larger firms. Curation helps level the playing field by simplifying execution and packaging premium data with quality inventory into scalable private marketplaces.
Curation enables independent agencies to:
- Access performance-ready inventory without building custom integrations
- Improve efficiency through cleaner supply paths
- Strengthen audience targeting in cookieless or fragmented environments
- Launch campaigns more confidently with predictable scale
- Engage with accessible minimums that support agency growth
Through Experian Curated Deals, independent agencies gain access to enterprise-grade data, premium publisher relationships, and optimization tools without enterprise friction. Curated Deals are delivered as ready-to-activate Deal IDs with no contracts, minimums, or hidden fees. Agencies can choose between self-service activation or flexible managed service support that scales with their workflow. Built-in supply path optimization and real-time signal enrichment help smaller teams drive measurable performance gains without adding operational burden.
This approach empowers independent agencies to compete confidently, expand capabilities, and grow client relationships with more efficient media strategies.
Brand direct marketers
For brand marketers, curation simplifies programmatic activation while improving transparency and performance. In-house marketers often face limited resources, evolving privacy requirements, inconsistent access to partners, and pressure to deliver measurable results across fragmented channels. Curation helps consolidate data and inventory into more intentional, performance-ready private marketplaces that are easier to activate and optimize.
Curation enables brand marketers to:
- Reduce reliance on legacy identifiers while maintaining scalable reach
- Improve media efficiency through cleaner supply paths
- Align audience strategy more closely to business goals
- Increase transparency into where and how media dollars are working
- Future-proof campaigns in an increasingly privacy-conscious environment
- Simplify media investment with bundled data and inventory pricing
When powered through Experian Curated Deals, brands gain even greater simplicity and flexibility. Curated Deals unify premium data and premium inventory into optimized private marketplaces delivered via Deal IDs, allowing teams to activate instantly with no contracts, minimums, or hidden fees.
With built-in supply path optimization, real-time signal enrichment, and a percent-of-media pricing model that bundles data and inventory into one package, Curated Deals help brand teams streamline workflows while driving stronger performance. Flexible managed service support and transparent reporting ensure in-house marketers can scale confidently, whether operating independently or alongside agency partners.
Publishers
For publishers, curation makes inventory more addressable without giving up control. It enables:
- Smarter packaging that aligns with buyer needs and campaign goals
- Higher CPMs by curating inventory above open exchange floors
- More control over how audiences are accessed and how inventory is monetized
- Access to higher-value demand through curated, data-backed deals
- Better protection of proprietary audience in a privacy-conscious environment
Consumers
At the end of the chain, curation improves the ad experience for those who matter most: your audience. It supports:
- Higher-quality content alignment for more natural, less disruptive ad experiences tailored to their interests
- Less invasive tracking, as targeting becomes more data-smart and privacy-aware, with reduced reliance on legacy identifiers and personally identifiable information (PII).
Curation is setting a new standard for how data, inventory, and experience come together across the ad ecosystem. When media is smarter, cleaner, and more intentional, everyone wins.
What’s Experian’s role in powering curation?
Experian powers curation by combining identity, premium audiences, and outcome measurement into integrated private marketplace deals. With our 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 do Experian Curated Deals enable?
Experian Curated Deals unify premium data and premium inventory into optimized PMPs delivered through simple Deal IDs. They are designed to integrate directly into agency and brand workflows within leading DSPs. Experian Curated Deals make it easier to activate high-performing, privacy-compliant campaigns at scale with:
- End-to-end curation across data, inventory, and real-time optimization
- Pre-packaged and custom PMP deals with built-in performance signalsScalable, privacy-first media solutions aligned to brand objectives, verticals, and KPIs
- Delivered as simple Deal IDs that activate instantly in leading DSPs, with no minimums, fees, or contracts
Flexible support models
Curated Deals are available via self-service activation or fully managed support, based on your team’s workflow and resourcing needs:
- Audience and data strategy guidance
- Performance strategy and optimization support
- Transparent reporting and insights across audience, supply, and creative
These aren’t just theoretical; curated marketplace deals are already delivering measurable gains. In OpenX, Audigent-curated campaigns increased bid competition by 20% and drove a 118% spike in impressions won over a two-month period.
Key benefits of curation for our partners
By bringing together our data depth and Audigent’s curation technology, we offer our partners a full suite of value-added capabilities, including:
- High-quality, verified data ranked #1 in accuracy by Truthset ensuring confidence in audience accuracy across fragmented environments. Powered by Experian’s identity graph and deep programmatic data insights plus real-time, privacy-safe signal enrichment that improves relevance at the moment of bid.
- Data enrichment layers that boost addressability, accuracy, and contextual relevance.
- Privacy-compliant infrastructure built for secure, cookieless data use at scale.
- Platform integration across leading DSPs and supply-side platforms (SSPs) for seamless activation and optimization. including built-in supply path optimization to reduce waste in fragmented supply chains. This reduces reliance on legacy DMP layering or fragmented SSP-native curation tools.
Experian Curated Deals are built for scale across today’s fragmented ecosystem. This scale enables advertisers to build once and activate everywhere, maintaining reach and accuracy even as identifiers fragment.
- 7.26+ billion first-party IDs
- 24.3+ billion first-party device graph
- 1.7+ billion MAIDs
- 1.8+ billion monthly traffic across 900K+ web and mobile sites, plus 2.5+ million daily contextuality indexed webpages.
How did Boiron improve performance through curated PMPs?
A leading homeopathic brand, Boiron, partnered with Audigent to scale customer acquisition for its flu relief product without increasing media investment. They wanted to reach new, privacy-compliant audiences while improving CPA across display and video. Using Audigent’s curated SmartPMPs and CognitivePMPs, the campaign delivered measurable performance improvements:
- 80% lower CPA on display than historical benchmarks
- 40% lower CPA on video
- 30% reduction in data costs
- Significant media efficiency gains through real-time supply and data optimization
- Fully future-proof targeting with zero reliance on cookies or MAIDs
Boiron’s success story is just one example of how Experian Curated Deals can deliver efficiency and impact in a privacy-conscious environment. It also shows how percent-of-media pricing can create savings opportunities by bundling data and inventory into a single deal.
Experian’s curation capabilities
Together with Audigent, our curated solutions go beyond basic packaging. Every deal is designed for performance, privacy, and relevance, so you can activate smarter media with greater confidence:
- Deal ID-ready audiences for fast, turnkey activation
- Performance-specific curation, including viewability, CTR, and outcome-based targeting
- Custom audience + inventory packages tailored to campaign goals
- Vertical-specific curation for industries like auto, retail, CPG, and financial services
- Real-time optimization signals embedded into every curated deal with supply path optimization built in to route spend toward more efficient supply sources.
What types of Curated Deals does Experian offer?
Experian Curated Deals support multiple activation strategies depending on campaign goals.
Contextual-based deals
Contextual-based deals are built for persistent relevance. Contextual PMPs reach consumers based on the content they’re engaging with and remain effective across environments where IDs are limited or unavailable.
Audience-based deals
Audience-based deals are built for bottom-funnel tactics. These private marketplaces use audiences to refine inventory and create custom curated deals, combining first-party publisher segments, Experian Audiences, Partner Audiences, and your first-party data where needed, including onboarding and lookalike modeling for expanded scale.
Predictive Indexed deals
Predictive Indexed deals are built for scalable, privacy-friendly reach. Predictive indexing analyzes signals and content consumption across a network of over two million web and mobile sites and apps to build ID-less private marketplaces that are cookieless, deviceless, and futureproofed.
Audience-based deals
Audience-based deals are built for bottom-funnel tactics. These private marketplaces use audiences to refine inventory and create custom curated deals, combining first-party publisher segments, Experian Audiences, Partner Audiences, and your first-party data where needed, including onboarding and lookalike modeling for expanded scale.
Don’t wait: Curate today
The future of programmatic advertising will be won by marketers and publishers who embrace smarter, cleaner ways to activate their data, inventory, and strategy now. With Experian, you’re getting Curated Deals that unify premium data and premium inventory into optimized private marketplaces, enriched with real-time signals and built-in supply path optimization.
Whether you’re trying to reduce media waste, gain supply path control, or future-proof your campaigns, Curated Deals can get you there faster. And because Curated Deals are delivered via simple Deal IDs, you can activate instantly across your preferred platforms with no minimums, fees, or contracts. Let’s activate your first Curated Deal. Smarter buying starts where premium data meets premium inventory.
FAQs about curation in AdTech
Programmatic curation is the packaging of trusted audience data with premium publisher inventory into private marketplace deals built for performance and accountability. It gives marketers more control over targeting, supply quality, and measurement.
Open exchange buying emphasizes broad reach across diverse inventory sources while curation pre-selects enriched audiences and vetted supply paths before bidding begins, which improves transparency, efficiency, and outcome alignment.
Private marketplaces are central to curation strategies because they provide structured, pre-approved access to inventory. When combined with enriched data and identity resolution, PMPs create accountable media paths that reduce waste and support measurable performance.
Experian’s data is built on a privacy-conscious identity foundation that connects offline and digital identifiers responsibly. Experian Curated Deals integrate identity resolution, enrichment, and outcome measurement without relying solely on legacy identifiers.
Experian’s measurement approach ties media exposure to real-world outcomes such as visits, conversions, and sales. By using identity resolution across channels, Experian connects activation directly to business impact.
Latest posts
It’s been over a year since Google announced they’d be deprecating the third-party cookie and in that time there’s been a major focus on two types of cookieless identity solutions. Identity vendors and marketers are strategizing which of these two future solutions best fits their needs so they can achieve privacy-safe scale once third-party cookies are no longer available for use on Chrome. Let’s break down these solutions and the considerations marketers need to take into account when deciding what partners to move forward with in the future of identity resolution. Authenticated Traffic Solutions Authenticated traffic solutions (ATS) are a type of digital identification that asks the end-user to identify themselves via personal information, most commonly email address. Often, you’ll see self-authentication at the point of entry to a website that asks you to create an account or login immediately to access the content you are seeking. E-commerce sites use authentication to keep track of consumer purchases and inform advertising decisions for that customer; and publishers use it to tailor featured content, or, more importantly for this discussion, leverage it within the ad ecosystem for targeting. While authentication can provide very valuable user data for audience segmenting and targeting, it can be limited in scale for a single publisher to leverage and monetize on their own. That’s why some identity vendors have worked to integrate themselves within as many publisher authentication modules as possible, so that they can create an aggregate of scale for the ad ecosystem to tap into. But, even this isn’t going to deliver the reach marketers truly thirst for. Alternatively, Facebook has the scale for authenticated traffic, but they keep their data inside a walled garden, so the utility of those authenticated users is only valuable within the Facebook ecosystem. So how can authenticated traffic solutions increase scale to broaden the scope of identifiers they can collect and leverage? Hint: a few of the biggest players have already figured it out. It’s the single sign-on. Google is probably the largest purveyor of a single-sign on solution that can directly impact advertising capabilities. Can you think of a site you visit that doesn’t offer a sign-in with your existing Google account? It’s a short list. Google has integrated themselves into so many applications and publishers that “Login with Gmail” is just second nature (you pictured the Gmail logo when you read that, didn’t you?). Now, if you’re about to purchase something you found off an Instagram ad, or perhaps a retailer you buy from regularly, you’ve probably noticed options to proceed with your checkout via “Amazon pay” or “Apple pay”. These are also single-sign ons. You’re authenticating yourself through Amazon or Apple to that retailer in exchange for A- the safety and security that Amazon or Apple provide for your financial information and B- skipping the annoying process of manually entering personal information over and over again at point of sale. It’s starting to sound like there’s a lot of authenticated data out there isn’t it? Well, that’s true, but again, Amazon and Apple are walled gardens. Amazon is working diligently to build out their own ecosystem to leverage their content and retail channel data for a holistic offering. And Apple keeps user data very close to the chest, constantly limiting its utility for themselves and advertisers. So what is identity resolution doing about it? The Trade Desk announced their solution; Unified ID 2.0, which promises to leverage email authenticated identity for a truly scaled solution for publishers via Javascript through Prebid. By handing over UID2.0 to an independent unbiased organization like Prebid, The Trade Desk is creating instant scale and trust in their solution. Unauthenticated Traffic Solutions Unlike ATS, unauthenticated traffic solutions do not rely on a log-in to identify a user, but they also don’t rely on third-party cookies. Instead, unauthenticated solutions (UATS) leverage their existing streams of real-time data through Javascript on publisher sites or an SDK (software development kit used by apps). The type of information UATS solutions can collect via Javascript or SDK vary, but it can include IP address, user agent and device level info. But being able to read this information at the point of entry to a website does not make a quality identifier. The best unauthenticated solutions will have the ability to set or ingest this information into a unique ID through an infrastructure with incredibly fast speed that can process trillions of anonymous data signals across multiple channels and devices. And even more so, be able to interpret those signals into a profile using machine learning– all at the moment a user enters a domain. It sounds complicated because it is, but it also has a lot of potential. The identity space cannot rest solely on authenticated traffic solutions, because, as you can see, it could limit ownership and operability to just a few power players/walled gardens. This doesn’t help the larger ecosystem monetize and personalize ad inventory. The right unauthenticated solution, however, can unify cross-device individuals and households at scale, because they’re integrated on the broadest number of publishers/SDKs across platforms, have the best algorithms to build confident connections between identifiers, and are universally transactable across the most common sell and demand side platforms. Think of it as the perfect partner- speaking a common language that everyone in the ecosystem understands and acts on. Today more than twenty cookieless identifiers are available in market for the ad ecosystem, and Google hasn’t even announced a date of deprecation. It’s important to be on the lookout for differentiators like scale and precision. Most importantly, choosing a truly cross-device partner will be key, especially as more digital devices and IDs grow in adoption, like CTV has this past year. Taking advantage of both What we will come to find, once the third-party cookie is obsolete, is that choosing just one of these solution types, or partners, will be a disadvantage. The more the industry comes together to collaborate on solutions, the more apparent it is that both of them have value, and thus employing both solutions will give marketers the best opportunities. Tapad, now part of Experian, recently announced the launch of Switchboard; a module within our identity solution; The Tapad Graph, to create this agnostic interoperability for identifiers of all types, and choice and control for the ad tech vendors and marketers who want them. By instantly creating the ability to partner with multiple solutions, Tapad + Experian is ensuring that all use cases for the third-party cookie live on in our cookieless future. Get in touch
Tapad launches global privacy-safe solution to provide continuity in the absence of third-party cookies Switchboard, a module within The Tapad Graph, will connect emerging cookieless identifiers to traditional IDs, creating a more holistic view of the consumer and driving value exchange within the advertising ecosystem Tapad, part of Experian, a global leader in cross-device digital identity resolution, and a part of Experian, announced today the launch of Switchboard, a first-of-its-kind solution to help navigate the evolving cookieless landscape. Switchboard, a module within The Tapad Graph, will operate as a global, privacy-safe solution to provide continuity in the absence of third-party cookies by connecting new cookieless identifiers to traditional digital IDs for a comprehensive view of consumers and their digital touchpoints. Switchboard will enable interoperability across the growing number of these digital identifiers and the value exchange between publishers, content creators and consumers. Leading digital identity solutions partnering with Tapad, part of Experian at the launch of Switchboard include Unified ID 2.0, ID5, Lotame Panorama ID, BritePool, Retargetly IDx and Audigent Halo ID. Tapad, part of Experian plans to expand support to additional identity solutions on an ongoing basis. In addition to these identity solutions, early partners across the ecosystem include The Trade Desk, Amobee, Martin, ShareThis, Eyeota and Catalina. “This diverse group of launch partners and testing customers will prove that Switchboard is an important tenet for the future of identity resolution. We’re excited to be proactive in our approach to give marketers time to adapt new solutions and test their function in tandem with the third-party cookie, while continuing to give our customers flexibility and control,” said Mark Connon, General Manager of Tapad, part of Experian. “Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5's cookieless IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie,” said Mathieu Roche Co-founder & CEO of ID5. Switchboard provides value across the marketing and advertising ecosystem as the need for the ability to support multiple cookieless ID’s across ad tech increases throughout 2021. With a decade of expertise creating digital identity resolution products, Tapad, part of Experian is poised to solve this challenge through innovation and quality, privacy-safe data-driven solutions. “Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens,” said Pierre Diennet, Global Partnerships at Lotame. ”Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players.” “As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, part of Experian on this next-generation solution to provide a comprehensive view of consumers,” says Bryan Everett, Senior Vice President of Global Business Development at Amobee. “With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs.” Tapad, part of Experian is welcoming identity solutions and Tapad Graph customer participation in Switchboard throughout 2021. Stayed tuned for more updates and information on Switchboard in the coming months. Get in touch
Adapt with Tapad, a part of Experian Leading browsers have made public announcements and technical deployments to reduce the digital advertising accessibility of third-party cookies for data collection, storage, and sharing due to growing privacy concerns. As a result, there has been growing momentum to find an alternative via cookieless IDs, with the intent to create a replacement that helps ensure continuity across the ecosystem. At Tapad we’ve chosen to approach the market with a solution that provides agnostic interoperability for these cookieless identifiers, so that marketers can continue to work with the identity providers of their choice while maintaining the most holistic view of consumers across digital touchpoints. Introducing switchboard Switchboard is a module within The Tapad Graph that leverages our core capabilities across machine learning and identity management to provide a connection between traditional digital identifiers and the new wave of cookieless IDs that will be utilized in the future. Customers of Tapad can take advantage of its broad ecosystem of identifiers to drive targeting and frequency capping strategies and enable detailed measurement and attribution post-deprecation of the third-party cookie. Our goal is to accelerate the adoption, scale, and utility of cookieless IDs with the release of the Switchboard module within The Tapad Graph, while maintaining an agnostic approach to the market. Switchboard for identity solutions In the evolving landscape agencies and marketers will need to invest, test, and analyze the best combination of cookieless ID partners to meet their objectives. The Switchboard module will increase the utility and value of the cookieless ID space in conjunction with other addressable IDs, by providing a layer of connectivity that will be natively missing with the deprecation of third-party cookies. Identity solutions at launch: Switchboard for graph customers For existing Tapad customers who leverage the Switchboard module in The Tapad Graph, it will provide a seamless way to facilitate interoperability while resolving identity back to a Household or Individual. By providing this translation layer, Tapad will take on the responsibility of encryption and decryption protocols where applicable, which will deliver added functionality to our customers. Tapad + Experian partners at launch: Use cases Resolve existing first-party data with new cookieless solutions through The Tapad Graph to minimize data loss Frequency cap at the Individual and Household level via Cookieless and traditional ID Reach consumers at scale across all touchpoints and IDs Build a more inclusive and holistic view of the consumer journey Run accurate and scalable measurement before and after the formal deprecation of third-party cookies in Chrome Map online data into offline activities Hear why industry leaders are adapting with Tapad + Experian As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, a part of Experian, on this next-generation solution to provide a comprehensive view of consumers. With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs. — Bryan Everett | Senior Vice President of Global Business Development | Amobee Connecting offline and online shopper activity in a privacy-compliant way is fundamental to marketing effectiveness and determining return on ad-spend. That’s why we’re excited to be a launch partner for Tapad + Experian's Switchboard offering; it provides a unified solution for supporting the variety of proprietary and anonymous user ID standards required by advertising demand-side platforms today. — Brian Dunphy | SVP Digital Business and Strategic Partnerships | Catalina As the industry evolves, Tapad + Experian's Switchboard presents a privacy-safe solution that allows for the continued activation of data and an alternative to advertising within walled garden environments. We look forward to collaborating with Tapad and the industry as we collectively transition to support cookieless identity. — Don Lee |SVP of Global Platform Partnerships | Eyeota We are excited to participate in this proactive solution to the sunset of third-party cookies. Switchboard’s agnostic interoperability, with BritePool and other ID providers, will create high-value for marketers as they transition to the era of cookieless web advertising. — David J. Moore | CEO | BritePool Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens. Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players. — Pierre Diennet | Global Partnerships | Lotame At this pivotal moment in the industry, we are excited to be partnering with Tapad, a part of Experian on their cookieless initiative and making Retargetly IDx available into the Switchboard solution, providing global brands, platforms and publishers with a compliant, cookieless ID solution for the Latin American market; enabling them to target, reach and measure users at scale through the region. — Daniel Czaplinski | CEO and Co-Founder | Retargetly With Audigent’s Halo ID, we’re architecting a cookieless future where clients and partners have confidence in the actionability and interoperability of exclusive 1st party audiences, originated from some of the world’s leading publishers and creators. We see collaboration as being critical to a collective understanding of identity and Tapad, a part of Experian as a trusted partner with solutions such as Switchboard to support continuity for marketers’ addressability. — Drew Stein | CEO and Founder | Audigent Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5’s cookie-less IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie. — Mathieu Roche | CEO and Co-Founder | ID5 Addressing the current identity challenge requires transparency and collaboration. We are pleased to align ShareThis data with Tapad + Experian’s growing ecosystem. ShareThis data helps marketers evolve beyond the cookie to complete the picture. Tapad + Experian’s Switchboard offering will support ShareThis’s deep connections to clients and technology platforms, preserving and growing the accessibility of our data. — Michael Gorman | SVP Product and Business Development | ShareThis Get in touch