At A Glance
As commerce media reshapes digital advertising, the line between first- and third-party onboarding is blurring. Whether you’re activating data for your own campaigns or helping partners reach new audiences, how that data is used matters more than ever. This article explores what happens when first-party data becomes third-party, how the new environment changes activation, and how Experian helps brands navigate it all with privacy-led identity, efficient modeling, and seamless ecosystem connections.In this article…
In the past, first-party onboarding focused on activating a brand’s own customer data, while third-party onboarding allowed advertisers to tap into external audiences. But the rise of commerce media networks (CMNs) — which now influence over 14% of all digital ad spend — has blurred those once-clear lines.
CMNs, retail media ecosystems, and brand partnerships are reshaping how data is shared, accessed, and activated. Today, the question isn’t just who owns the data but why it’s being used. Whether to strengthen customer relationships or create new revenue opportunities, intent now shapes how data must be governed, shared, and measured.
For brands with strong first-party data, this shift creates opportunities to deliver more personalized, privacy-safe campaigns to their own audiences and to extend that data’s value by enabling partners to reach new segments.
In this connected ecosystem, data onboarding enables brands to activate, scale, and monetize their data responsibly, turning first-party insights into privacy-led growth opportunities. Trusted onboarding partners like Experian can help marketers activate first-party audiences with accuracy while scaling and connecting those audiences across the ecosystem for compliant, revenue-generating collaboration.
What is data onboarding?
Data onboarding moves offline consumer data — like CRM records, loyalty details, or transaction histories — into digital environments for activation and measurement. It connects real-world insight with digital engagement across display, social, search, connected TV (CTV), and commerce media. Data onboarding is now a strategic pillar for marketers managing signal loss, disconnected data, and rising privacy expectations.
The approach you take and who owns the data determine what kind of onboarding it is:
- First-party onboarding: A brand activates its own customer data across digital platforms.
- Third-party onboarding: A brand enables others to use its data, often monetizing it — common in CMNs or commerce media ecosystems.
Experian helps marketers succeed in both models. With AI-driven identity resolution, persistent identifiers, and privacy-first infrastructure, we make onboarding accurate, compliant, and scalable, regardless of who owns the data.
Why do marketers need data onboarding?
Even the most data-rich brands often have a limited view and reach when it comes to their audiences. They’re confined to the data they collect directly and to the owned channels they use to engage those people. Customer files may reveal who’s already in the ecosystem, but not always where those people spend time, how they behave across channels, or why they make certain decisions.
Onboarding bridges that gap. It transforms offline data into digital activation power, allowing marketers to connect insight with action. Experian makes this possible at scale with trusted identity resolution, data ranked #1 in accuracy by Truthset, audience modeling expertise, and seamless data integration across platforms, helping marketers activate confidently and compliantly.
With Experian’s onboarding solutions, marketers can achieve:
- Unified customer identity across devices, channels, and touchpoints.
- Cross-channel personalization with consistent, relevant messaging wherever customers engage.
- Scaled, privacy-compliant reach beyond owned channels without sacrificing control or consent.
- Better insights and audience creation by blending first-party and Experian Marketing Data for a deeper understanding.
- Cross-channel activation with deep integrations into the advertising ecosystem.
Core steps in the onboarding process
While onboarding can vary across use cases, the core process remains consistent. Experian’s AI-enhanced identity infrastructure streamlines every stage of data migration and activation, making each step safer and faster:
- Data ingestion: Transfer the data into the onboarding environment using privacy-safe encryption and consented parameters to protect sensitive information responsibly from the start.
- Transformation: Cleanse, standardize, and format records to align with digital identifiers. This eliminates inconsistencies and makes every record easier to recognize and activate later.
- Identity resolution: Link offline identifiers (names, emails, addresses) to hashed digital equivalents like mobile advertising IDs (MAIDs), CTV IDs, and universal IDs via Experian’s Offline and Digital Graphs. Identity resolution connects customers to their digital presence without exposing personal information.
- Identity matching: Match hashed emails, MAIDs, and device-graph identifiers to activation partners for each audience across demand-side platforms (DSPs), social, and CTV platforms. This expands your audience reach while maintaining accuracy and privacy.
- Activation: Deliver privacy-safe audiences to DSPs, social, search, or CMN shelves from third-party data providers (not the CMN’s own data) — or directly to an advertiser’s seat for immediate activation. You’ll turn insights into action and be able to reach the right people with relevant, compliant messaging.
Behind this flow is Experian’s identity graph, which links 250 million U.S. individuals, 900 million hashed emails, and 4.2 billion digital identifiers refreshed weekly. It’s the foundation that keeps onboarding accurate as the signal landscape shifts.
First-party vs. third-party onboarding
Every digital marketing data point has a story, but whose story it tells depends on who’s using it. That distinction defines the difference between first-party and third-party onboarding. Both are essential to modern marketing, but they carry different expectations for control, consent, and accountability.
First-party onboarding: Activate your own data safely and strategically
First-party onboarding starts with the data a brand earns directly from its own customers through trusted relationships. This data belongs to the brand, as customers have given consent, and the brand has the responsibility (and opportunity) to use it well.
That data might include:
- CRM records
- Loyalty-program data
- Purchase or transaction histories
- Website or app interactions
- Email subscribers or reward members
How first-party onboarding works in practice
The onboarding process connects this offline data to digital identity so marketers can reach their existing customers across channels.
For example, a credit card company might take its CRM file of cardholders, hash the email addresses, and upload that file to a DSP via Experian’s Audience Engine. Experian’s identity graph resolves those emails to privacy-safe digital identifiers like MAIDs, CTV IDs, or universal IDs. The result is a ready-to-activate audience that can be reached on CTV, social, and display without exposing raw personally identifiable information (PII).
Why control matters in first-party onboarding
The advantage of first-party onboarding is control; the brand decides what to share and how to use it. It’s a powerful way to:
- Personalize messages for known customers
- Re-engage lapsed buyers or loyalty members
- Suppress existing customers from prospecting campaigns
- Measure performance with closed-loop attribution
Doing first-party onboarding responsibly
That control comes with responsibility. Even consented customer data that has been consented to can pose risks if handled carelessly or shared with unverified partners. Experian’s First-Party Onboarding sits on a privacy-first identity foundation, governed by decades of compliance leadership under laws like the Gramm-Leach-Bliley Act (GLBA) and Fair Credit Reporting Act (FCRA).
We connect data and identity responsibly, so marketers can activate with confidence while protecting consumers.
Why first-party onboarding matters
First-party onboarding is the cornerstone of responsible marketing. It allows brands to deepen relationships they already have, using data that customers have freely shared. And with Experian’s secure First-Party Onboarding, that data stays encrypted, compliant, and under the brand’s control from start to finish.
Third-party onboarding: Share and monetize data responsibly
Third-party onboarding begins when a brand allows someone else to use its data. It’s how data providers, publishers, and especially CMNs monetize their audiences — turning first-party customer insights into addressable, privacy-safe segments that advertisers can buy and activate across digital channels.
How third-party onboarding works in practice
Think of it as data collaboration at scale. Let’s say a retailer collects first-party shopper data like product purchases, loyalty card usage, and store visits. Then, they partner with Experian to make that audience available to outside advertisers, such as a consumer packaged goods (CPG) brand.
Through Experian Third-Party Onboarding, those audiences are resolved, privacy-protected, and distributed to integrated destinations such as The Trade Desk, Magnite, or NBCUniversal for activation.
- To the retailer, it’s their first-party data.
- To the CPG, it’s third-party data they can use for targeted campaigns.
- To Experian, it’s an opportunity to ensure the entire exchange is accurate and compliant.
Why scale matters in third-party onboarding
The benefit of third-party onboarding is scale. It enables data owners to monetize their insights, while giving advertisers access to richer audiences they couldn’t build on their own. It’s the engine behind CMNs, commerce media, and the growing data-sharing economy.
With a partner like Experian, that scale becomes even more powerful. Our advanced modeling and identity solutions help brands expand their audiences responsibly using lookalike and predictive modeling to identify high-value segments, increase reach, and maximize performance across every activation channel.
The responsibilities of data sharing in third-party onboarding
As data ecosystems grow, so does the opportunity to collaborate responsibly. Once data leaves its original owner’s ecosystem:
- Consent obligations become more complex.
- Control over downstream usage can blur.
- Regulatory oversight increases, especially around transparency and consumer rights.
With the right governance in place, these responsibilities can help strengthen partnerships, protect consumers, and create a foundation for sustainable growth.
Experian’s ethical enablement role in third-party onboarding
Experian’s enablement role is both technical and ethical. Our deep expertise enables us to partner with brands and support their monetization efforts, helping them derive new value from their data while maintaining the highest standards of privacy and compliance. Meanwhile, our infrastructure ensures third-party data onboarding happens securely and transparently:
- Identity resolution expands reach without overexposing identifiers.
- Data verification and governance ensure partners meet strict privacy standards.
- Revenue-share structures maintain fairness without hidden costs.
- Cross-channel integrations enable you to onboard your data once and activate it everywhere (programmatic, CTV, or social) through Experian’s 30+ direct and 200+ indirect destination partnerships.
Why third-party onboarding matters
Third-party onboarding is the foundation of modern data collaboration. When done through Experian, it becomes a trusted extension of your brand’s identity governed by the same privacy, consent, and accuracy standards that strengthen your first-party ecosystem. We help brands uncover new opportunities for growth, partnership, and responsible innovation.
When first-party onboarding turns into third-party onboarding
When data ownership shifts, privacy expectations change, and the rules of onboarding start to look a little different. This stage can feel complex, but with the right approach, the crossover becomes clear. It’s a natural evolution that helps brands connect data more effectively and collaborate confidently.
Here’s what that can look like in practice. A retailer uses its own first-party data to engage loyal shoppers through its website, app, or email program. The data is secure, consented, and fully under the retailer’s control. Then comes collaboration. The retailer decides to partner with a brand, like a CPG company, to reach those same shoppers across connected TV or the open web.
In that moment, the retailer’s first-party data becomes the CPG’s third-party data. Ownership doesn’t really change, but accountability does, along with new privacy and compliance considerations.
This “crossover moment,” when first-party onboarding turns into third-party activation, is a small shift with big potential that can lead to new reach, deepen collaboration, and strengthen customer connections across the marketing ecosystem when managed responsibly.
Why clarity matters in the crossover between first- and third-party onboarding
When data starts flowing beyond owned channels, questions naturally come up. Marketers want to know things like:
- Who “owns” the audience once it’s shared with a partner or DSP?
- Whose privacy notice applies — the retailer’s, the brand’s, or both?
- How do we keep match accuracy without overexposing PII?
- Who’s responsible for opt-outs and suppression compliance downstream?
These are the right questions to be asking, and they’re signs of a mature, data-driven strategy. Asking them is what helps brands strengthen governance, build trust, and get more value from collaboration. With the right framework in place, what could feel complicated becomes clear, opening the door to more confident growth across CMNs and other shared-data environments.
How Experian brings clarity and control to the first- and third-party onboarding crossover
As a neutral, privacy-first partner, we provide the infrastructure that keeps data secure, compliant, and meaningful wherever it flows. Our onboarding solutions help both sides of the partnership — retailers and advertisers — maintain trust through:
- Clear ownership and consent management: Experian enforces data-handling rules that preserve each party’s control. Every record is matched and activated in accordance with strict consent parameters and Global Data Principles that exceed industry standards.
- Accurate, privacy-safe identity resolution: Our Offline and Digital Graphs connect people to their devices, households, and behaviors using hashed identifiers, ensuring match precision while protecting individuals.
- AI-powered contextual intelligence: Experian’s AI models analyze real-world behavior and contextual signals to enhance match quality and extend reach without reliance on cookies. For CMNs, that means better off-site activation, targeting the right shoppers in the right environments while maintaining compliance.
- Trusted integrations and transparent reporting: With direct integrations into 30+ programmatic and TV destinations, Experian delivers consistent match rates and unified measurement through solutions like Activity Feed and Experian Outcomes.
This is how Experian transforms complex data challenges into seamless, scalable collaborations that give marketers the confidence to expand responsibly into commerce media and commerce ecosystems.
The new standard of responsible AI and commerce media
Commerce media represents the future of audience activation, but only if the transition is managed responsibly. As the lines blur between data ownership and activation rights, Experian’s AI-driven, privacy-first identity framework acts as the connective tissue between retailers, brands, and platforms.
We help CMNs:
- Enrich shopper data with Experian Marketing Attributes for deeper insights.
- Extend addressability off-site using privacy-safe identity resolution.
- Optimize activation through real-time, contextually aware audience expansion.
- Measure results transparently through privacy-compliant feedback loops.
In short, we ensure that when your first-party onboarding becomes third-party activation, trust and performance stay intact.
Why choose Experian’s onboarding solutions?
Many view onboarding as a data transfer, but we treat it as a trust process where accuracy, privacy, and performance align. Here’s why marketers choose us:
1. Unmatched data and identity foundation
When brands struggle with incomplete or siloed customer data, Experian’s unified foundation connects fragmented records into a single, accurate identity.
Our Offline and Digital Graphs link households, individuals, and devices with persistent accuracy. Updated weekly and built on decades of historical data, our graphs maintain 97% household coverage across the U.S., even through signal loss.
2. Privacy-first and compliance-led
Given tightening regulations and growing consumer expectations, privacy compliance is essential. With decades as a regulated data steward, we apply the same rigorous controls from our financial operations to marketing data.
Every data partner is verified for transparency and compliance with consent requirements, and all consumer data is governed by Experian’s Global Data Principles, which exceed industry standards. We help brands meet their privacy and consent obligations confidently while maintaining the data integrity that drives results.
3. Real-time, contextual activation
Experian’s industry-leading Offline and Digital Graphs are widely adopted across the advertising ecosystem, powering identity resolution and audience activation for the world’s top marketers. Our integrations span 30+ direct and 200+ indirect activation platforms, including leading DSPs, CTV networks, and commerce environments.
With real-time, AI-driven contextual intelligence, Experian enables privacy-safe targeting even in signal-limited environments through solutions like Contextually-Indexed Audiences that deliver reach without reliance on cookies or personal identifiers.
4. Platform flexibility
Modern marketing requires interoperability. Experian’s onboarding framework is technically integrated across multiple platforms, offering brands and data providers the freedom to activate where they choose.
Whether through self-service onboarding in Audience Engine for first-party data or managed onboarding for third-party monetization, Experian scales with your organization, providing transparent pricing, seamless delivery, and dedicated support teams to ensure every connection performs.
5. Human-centered innovation
Marketing should strengthen relationships and build trust. Our AI-driven identity systems are designed to protect privacy, respect individuals, and create real human value — helping brands connect with people meaningfully. They aren’t built to collect more data but to make better use of the data you already have by connecting insights responsibly and ethically.
Every innovation at Experian is guided by the principle of balancing personalization with compliance.
Top use cases for Experian’s onboarding solutions
Our onboarding solutions are transforming how brands operate across industries every day. Whether you’re deepening loyalty, expanding reach, or proving performance, Experian helps connect data responsibly to drive measurable results.
Here’s where we make the biggest impact:
- Automotive: Connect purchase intent data with digital identifiers for more efficient targeting.
- Commerce media: Use both first- and third-party onboarding — first-party for on-site activation and owned marketing, third-party for off-site activation and monetization —all while maintaining compliance and accurate attribution.
- CPG: Activate shopper data through retailer partnerships to drive off-site reach and stronger brand collaboration.
- Data providers: Monetize audience segments across Experian’s programmatic and TV integrations.
- Financial services: Deliver compliant, personalized cross-channel offers with unified identity.
- Healthcare: Use National Provider Identifier (NPI) onboarding to reach healthcare professionals compliantly.
- Retail: Power loyalty personalization, partner monetization, and CMN audience activation.
Across each use case, Experian’s privacy-first identity foundation turns data onboarding into a trusted driver of growth and stronger customer relationships.
Navigate the new data economy with Experian
Data onboarding has come a long way, mirroring the changes in marketing itself. We’ve moved from relying on third-party cookies to empowering first-party data, and now to building collaborative ecosystems like CMNs.
At Experian, we’re right in the middle of that evolution. With decades of data expertise, privacy leadership, and AI-driven activation, we help marketers connect more responsibly, measure what matters, and grow with confidence.
Want to see what that looks like for your brand? Let’s build safer connections together.
Start connecting responsibly
Data onboarding FAQs
Experian First-Party Onboarding helps brands take the customer data they already own, like CRM lists or loyalty files, and use it safely across digital channels for targeting, personalization, and measurement. Experian Third-Party Onboarding helps retailers, publishers, and data providers share or monetize their audiences responsibly with partners through secure, privacy-first activation.
Both are powered by Experian’s trusted identity foundation that keeps every connection accurate, compliant, and privacy-safe.
The difference between first- and third-party onboarding is who’s using the data. First-party means a brand is activating its own customer information, while third-party means that data is being shared or used by another advertiser or partner.
First-party onboarding becomes third-party onboarding most often in CMNs or commerce media. When a retailer monetizes its first-party shopper data for use by CPGs or advertisers, the use case shifts to third-party onboarding.
First-party onboarding helps brands reach and understand their existing customers, while third-party onboarding helps expand reach, enable partnerships, and monetize data responsibly.
Latest posts
The advertising ecosystem has seen significant transformation over the past few years, with increased privacy regulation, changes in available signals, and the rise of channels like connected TV and retail media. These changes are impacting the way that consumers interact with brands and how brands understand and continue to deliver relevant messages to consumers with precision. Experian has been helping marketers navigate these changes, and as a result, our marketing data and identity solutions underpin much of today’s advertising industry. We’re committed to empowering marketers and agencies to understand and reach their target audiences, across all channels. Today, we are excited to announce our acquisition of Audigent—a leading data and activation platform in the advertising industry. With Audigent’s combination of first-party publisher data, inventory and deep supply-side distribution relationships, publishers, big and small, can empower marketers to better understand their customers, expand the reach of their target audiences and activate those audiences across the most impactful inventory. I am excited to bring together Audigent’s supply-side network as a natural extension to our existing demand-side capabilities. Audigent’s ability to combine inventory with targeted audiences using first-party, third-party and contextual signals provides the best of all worlds, allowing marketers to deliver campaigns centered on consumer choices, preferences, and behaviors. The addition of Audigent further strengthens our strategy to be the premier independent provider of marketing data and identity, ultimately creating more relevant experiences for consumers. To learn more about Experian and Audigent, visit https://www.experian.com/marketing/ and https://audigent.com/. Contact us
Retail media has been on everyone’s radar for a while. Commerce media has also established itself as a significant player in the AdTech industry over the past few years. While retail media focuses on engaging customers within a retailer’s ecosystem, commerce media goes beyond these boundaries to capture the entire shopping journey, spanning multiple touchpoints, channels, and platforms.But what is commerce media, and why should we care? Commerce media is here to stay Estimated to hit $33.86 billion this year and more than double by 2028, the hunt is on to capture as much of retail media’s projected ad spend as possible. However, given the numerous verticals expanding their retail media strategy to include any touchpoint within the commerce channel, it might be time to lower the retail media flag and hoist the LUMA dubbed "commerce media flag." So why are Travel, Financial Services, and other verticals focusing on the commerce media ship? Authenticated and digital users (usually app-driven) Consented data that provides unique insight into the household’s or consumer’s intent/purchase behavior Emerging focus on advertising as an important revenue stream for the future With all this “data” at their disposal — why is it not smooth sailing for commerce media to build an ad-supported business? What’s missing for them to acquire the lucrative billions efficiently and effectively? Why retail media networks are important Retail media networks (RMNs) are now a major tool for brands to connect with shoppers. These networks gather valuable data from customers who browse and shop on e-commerce sites and apps. What makes RMNs so powerful is that they allow brands to advertise directly to people who are already interested in buying, leading to more successful sales. For marketers, RMNs offer a clear way to reach potential customers and ensure their advertising dollars are well spent. But as competition grows and consumer habits change, these networks must keep improving. To stay ahead, brands will have to find new ways to use RMNs effectively, linking them with other parts of the commerce media world to unlock even greater results. Differences between building a loyalty program and developing ad products Loyalty programs are the backbone of commerce media networks; however, creating a loyalty program is much different than building an advertising product. It requires commerce companies to bring on additional people, technology, and partners to execute flawlessly. There are four areas to consider: 1. Organizing your data at scale To successfully build an ad-supported business at scale, data must be organized to initiate action (targeting and/or measurement). However, this requires changes in company culture. Both the business and technology infrastructure must be updated. Additionally, commerce media companies must update their mindset around creating and selling products. 2. People We have seen this story before, with large opportunities comes the requirement for new talent. Where are we seeing commerce media companies recruit from? AdTech and MarTech. Whether it’s engineers or data scientists, business development and partnership leads, or even your direct sales team, the poaching has begun. To build a successful business around advertising, experts are needed who can navigate the waters. 3. Partner vs. build The Requests for Information (RFIs) and Requests for Proposals (RFPs) for any combination of agency, demand-side platform, supply-side platform, customer data platform, identity graph, clean room, and beyond are piling up. One trend is clear: commerce media companies are looking for collaborative partners to provide a true strategic partnership to take on the complexities of the transition away from retail media. 4. Identity will remain the keystone to success All commerce media companies have some identity data that reveals a slice of their customers’ viewpoint. Yet, unlocking the broad view of these audiences is crucial to success. These companies need to use the “full pie” to see well-rounded profiles, gain the reach required to access them across many channels, and turn opportunities into revenue. Advertisers can finally close the loop with commerce media networks Commerce media companies with real-time transaction data enable advertisers to see true ROI on their ad spend when products move off the shelves. Measuring real product lift/sale touch points across multiple channels will put performance and measurement front and center. Programmatic was the promise of performance advertising. Well, commerce media may finally fulfill that vow, creating enough value for companies to make it a real competitor to social channels. While retail media will always exist, the transition to commerce media has become increasingly popular and is here to stay. The journey might not be a straight shot to perfect results, but the data, partnerships, and resources are out there and ready to hop aboard to help guide commerce media companies to success. The future of commerce media Commerce media shows no signs of slowing down. More industries are seeing the benefit of making every customer touchpoint an opportunity to drive sales. Whether through social media shopping or in-app purchases, commerce media pushes businesses to create smoother, more connected shopping experiences for consumers. In the future, brands won’t just compete on prices or products — they’ll stand out by offering simple, seamless shopping experiences across all devices. With better data and tools to track consumer behavior, brands will be able to personalize their ads and measure their success in real time. Commerce media allows brands to see a direct link between their ads and sales. Those who can adapt and keep up with these changes will come out on top. Create a connected customer view with Experian At Experian, we empower RMNs to unlock the full potential of their first-party data through comprehensive identity and audience solutions. Our data-driven capabilities enable RMNs to build a deeper understanding of their customers, optimize audience targeting across channels, and create enriched, actionable segments that drive measurable outcomes. By seamlessly connecting our offline and digital data, we help RMNs organize identities into households, device IDs, and more. Each household is enriched with valuable marketing insights, allowing you to gain better customer understanding, create targeted advertising, and reach the right customers across different devices. Additionally, you’ll be able to measure the effectiveness of your advertising efforts. With our support, RMNs can maximize revenue opportunities, extend reach, and confidently demonstrate the value of the network to advertisers. Contact us today to find out how Experian can help you succeed in commerce media. Contact us Latest posts
Originally appeared on MarTech Series Marketing’s understanding of identity has evolved rapidly over the past decade, much like the shifting media landscape itself. From the early days of basic direct mail targeting to today's complex omnichannel environment, identity has become both more powerful and more fragmented. Each era has brought new tools, challenges, and opportunities, shaping how brands interact with their customers. We’ve moved from traditional media like mail, newspapers, and linear/network TV, to cable TV, the internet, mobile devices, and apps. Now, multiple streaming platforms dominate, creating a far more complex media landscape. As a result, understanding the customer journey and reaching consumers across these various touchpoints has become increasingly difficult. Managing frequency and ensuring effective communication across channels is now more challenging than ever. This development has led to a fragmented view of the consumer, making it harder for marketers to ensure that they are reaching the right audience at the right time while also avoiding oversaturation. Marketers must now navigate a fragmented customer journey across multiple channels, each with its own identity signals, to stitch together a cohesive view of the customer. Let’s break down this evolution, era by era, to understand how identity has progressed—and where it’s headed. 2010-2015: The rise of digital identity – Cookies and MAIDs Between 2010 and 2015, the digital era fundamentally changed how marketers approached identity. Mobile usage surged during this time, and programmatic advertising emerged as the dominant method for reaching consumers across the internet. The introduction of cookies and mobile advertising IDs (MAIDs) became the foundation for tracking users across the web and mobile apps. With these identifiers, marketers gained new capabilities to deliver targeted, personalized messages and drive efficiency through programmatic advertising. This era gave birth to powerful tools for targeting. Marketers could now follow users’ digital footprints, regardless of whether they were browsing on desktop or mobile. This leap in precision allowed brands to optimize spend and performance at scale, but it came with its limitations. Identity was still tied to specific browsers or devices, leaving gaps when users switched platforms. The fragmentation across different devices and the reliance on cookies and MAIDs meant that a seamless, unified view of the customer was still out of reach. 2015-2020: The age of walled gardens From 2015 to 2020, the identity landscape grew more complex with the rise of walled gardens. Platforms like Facebook, Google, and Amazon created closed ecosystems of first-party data, offering rich, self-declared insights about consumers. These platforms built massive advertising businesses on the strength of their user data, giving marketers unprecedented targeting precision within their environments. However, the rise of walled gardens also marked the start of new challenges. While these platforms provided detailed identity solutions within their walls, they didn’t communicate with one another. Marketers could target users with pinpoint accuracy inside Facebook or Google, but they couldn’t connect those identities across different ecosystems. This siloed approach to identity left marketers with an incomplete picture of the customer journey, and brands struggled to piece together a cohesive understanding of their audience across platforms. The promise of detailed targeting was tempered by the fragmentation of the landscape. Marketers were dealing with disparate identity solutions, making it difficult to track users as they moved between these closed environments and the open web. 2020-2025: The multi-ID landscape – CTV, retail media, signal loss, and privacy By 2020, the identity landscape had splintered further, with the rise of connected TV (CTV) and retail media adding even more complexity to the mix. Consumers now engaged with brands across an increasing number of channels—CTV, mobile, desktop, and even in-store—and each of these channels had its own identifiers and systems for tracking. Simultaneously, privacy regulations are tightening the rules around data collection and usage. This, coupled with the planned deprecation of third-party cookies and MAIDs has thrown marketers into a state of flux. The tools they had relied on for years were disappearing, and new solutions had yet to fully emerge. The multi-ID landscape was born, where brands had to navigate multiple identity systems across different platforms, devices, and environments. Retail media networks became another significant player in the identity game. As large retailers like Amazon and Walmart built their own advertising ecosystems, they added yet another layer of first-party data to the mix. While these platforms offer robust insights into consumer behavior, they also operate within their own walled gardens, further fragmenting the identity landscape. With cookies and MAIDs being phased out, the industry began to experiment with alternatives like first-party data, contextual targeting, and new universal identity solutions. The challenge and opportunity for marketers lies in unifying these fragmented identity signals to create a consistent and actionable view of the customer. 2025: The omnichannel imperative Looking ahead to 2025 and beyond, the identity landscape will continue to evolve, but the focus remains the same: activating and measuring across an increasingly fragmented and complex media environment. Consumers now expect seamless, personalized experiences across every channel—from CTV to digital to mobile—and marketers need to keep up. The future of identity lies in interoperability, scale, and availability. Marketers need solutions that can connect the dots across different platforms and devices, allowing them to follow their customers through every stage of the journey. Identity must be actionable in real-time, allowing for personalization and relevance across every touchpoint, so that media can be measurable and attributable. Brands that succeed in 2025 and beyond will be those that invest in scalable, omnichannel identity solutions. They’ll need to embrace privacy-friendly approaches like first-party data, while also ensuring their systems can adapt to an ever-changing landscape. Adapting to the future of identity The evolution of identity has been marked by increasing complexity, but also by growing opportunity. As marketers adapt to a world without third-party cookies and MAIDs, the need for unified identity solutions has never been more urgent. Brands that can navigate the multi-ID landscape will unlock new levels of efficiency and personalization, while those that fail to adapt risk falling behind. The path forward is clear: invest in identity solutions that bridge the gaps between devices, platforms, and channels, providing a full view of the customer. The future of marketing belongs to those who can manage identity in a fragmented world—and those who can’t will struggle to stay relevant. 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