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.
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The marketing world has been preparing for years for the end of third-party cookies, and the news has shifted again. In 2025, Google paused its plan to phase out third-party cookies in Chrome, opting instead to introduce new privacy controls that let users manage how their data is shared. Even with this change, one truth remains: privacy-first; identity-driven marketing is no longer optional. For marketers, it’s about moving beyond reliance on cookies toward durable strategies built on trust, consent, and connected data. What is cookie deprecation? Cookie deprecation refers to browsers ending support for third-party cookies, which have long allowed advertisers to track user activity across multiple websites. These cookies were the foundation of behavioral targeting and attribution. By contrast, first-party cookies, created by a brand’s own website, will continue to function. They store essential information like logins or preferences and are central to modern data collection strategies. The change aims to improve privacy and transparency, giving users more control over their information. For marketers, it represents a shift from broad tracking to consented, identity-based engagement. Experian’s view: While third-party cookies may linger longer than expected, identity should remain the cornerstone of every marketing strategy. Why is cookie deprecation reshaping the industry? The shift toward privacy-first marketing didn’t begin with Google, but Chrome’s decision to limit third-party cookies has amplified the impact. Safari and Firefox removed third-party tracking years ago, but Chrome’s dominance, with roughly 65 percent of the global browser market, makes its shift a defining moment for advertisers. Apple App Tracking Transparency (ATT): Requires user permission before app tracking. Global Privacy Control (GPC): Lets users signal how their data can be shared. General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA): Enforce consent and transparency in data use. Google Tracking Protection: Now limits cross-site tracking for 1 percent of Chrome users, about 30 million people, before a full rollout. The platform response Google’s Privacy Sandbox initiative and new user privacy control interface aim to balance personalization with user protection. These updates mark a shift toward data transparency rather than full deprecation. Experian supports this evolution by helping marketers adapt through privacy-led identity, data collaboration, and measurement solutions that meet compliance standards while maintaining addressability and performance across channels. How will cookie deprecation affect marketers? Marketers will notice several shifts: Less cross-site visibility: Without third-party cookies, connecting behavior across websites becomes difficult, making it harder to attribute conversions. Greater dependence on first-party data: Data collected directly from consumers (emails, preferences, purchase history) will be crucial for targeting and measurement. Increased adoption of alternative IDs: Solutions like Experian’s alternative IDs help maintain addressability and measurement in a cookieless world. Renewed focus on contextual advertising: Relevance now depends on where an ad appears rather than who sees it. New compliance expectations: Marketers must prove transparency and respect for consent under tightening global privacy laws. What challenges should marketers expect with cookie deprecation? Marketers face both operational and strategic hurdles as third-party cookies lose value. Addressability and targeting gaps Without universal identifiers, reaching audiences across channels becomes fragmented. Advertisers must unify data from CRM systems, mobile apps, and offline touchpoints to maintain reach. Measurement and attribution complexity As cookies disappear, so do last-click and view-through models. Solutions must rely on first-party data and probabilistic modeling to evaluate performance. Privacy and consent management Data collection now requires clear opt-ins, user control interfaces, and secure consent management systems that align with IAB standards. Resource and skill constraints Testing new identity and data solutions can be costly. Smaller teams may struggle to integrate clean rooms, universal IDs, or new reporting APIs. Experian’s role: Experian supports marketers through this transition with privacy-compliant data infrastructure, identity graphs, and measurement tools that work across every major platform. How can marketers adapt to a cookieless future? Cookies may still exist, but durable identity strategies are the future of digital marketing. Here’s how to prepare: Use first-party data: Collect information directly from your customers through loyalty programs, preference centers, and interactive content. Invest in analytics that translate this data into insight. Establish a trusted identity foundation: Experian’s Digital Graph connects more than 4.2 billion digital identifiers, linking households and devices in privacy-compliant ways. That means marketers can expand their addressable reach and understand audiences without relying on cookies. Experian’s data-collaboration solutions let you combine your first-party data with partner insights securely, unlocking deeper audience understanding. Explore alternative targeting technologies: Contextual methods powered by Experian’s data accuracy ranked #1 by Truthset, help you maintain personalization while respecting privacy. See how Experian’s identity resolution and data collaboration solutions can help you adapt in a cookieless world. What are the best practices for post-cookie marketing? Be transparent: Make consent simple and clear, and show how data adds value. Experian helps brands maintain transparency through privacy-first data solutions built on consented consumer information. Prioritize data quality: High-quality, verified data builds confidence and improves ROI. Experian’s accurate and validated data assets ensure marketers reach real people with relevant messages. Choose the right partners: Work with technology providers like Experian that support privacy regulations and enable interoperability across platforms. Keep the customer experience central: Relevance and respect earn long-term loyalty, values embedded in Experian’s approach to responsible marketing. What does the future look like for advertising without cookies? The end of cookies isn’t the end of personalization. It’s a chance to design advertising that earns consumer trust. Marketers who connect data responsibly and measure real outcomes will outperform those chasing outdated identifiers. Experian already helps global brands build this future through: Consumer Sync identity solution: Enables consistent, privacy-safe engagement across channels. Consumer View data solution: Delivers compliant, data-driven insights to inform data-driven marketing decisions. Digital and Offline Identity Graph: Provides scalable connectivity across digital and offline environments for a unified customer view. Learn how Experian can help you thrive after cookie deprecation Cookie deprecation changes how digital marketing works, but it doesn’t erase the value of data. With Experian’s identity, connectivity, and trust-based solutions, you can continue reaching audiences effectively and measure what matters. Explore how Experian can help you connect confidently in a cookieless world FAQs What is cookie deprecation? Cookie deprecation refers to browsers ending support for third-party cookies, which track users across sites. This shift promotes greater privacy and transparency while encouraging marketers to use first-party and identity-based data for targeting and measurement. Why is Google Chrome phasing out third-party cookies, and what’s changed recently? As of September 2025, Google paused its plan to fully deprecate third-party cookies in Chrome. The company will introduce new user privacy controls that allow individuals to choose how their data is shared, while continuing to test privacy-preserving APIs through its Privacy Sandbox. Which browsers are affected by third-party cookie deprecation? Safari and Firefox already block third-party cookies, and other browsers have adopted similar restrictions. While Chrome’s deprecation is paused, its large user base, more than 60 percent of global traffic, means its future policies will continue to influence how marketers plan and measure campaigns. How should marketers adapt to third-party cookie deprecation? Even with Google’s pause, marketers should keep building privacy-first strategies. Focus on:- Strengthening first-party data through loyalty programs and preference centers.- Using Experian’s Digital Graph to connect audiences across devices and environments.- Activating with Consumer Sync® for consistent, privacy-safe engagement.- Collaborating securely through Experian’s data collaboration solutions, which allow brands to share insights responsibly. Latest posts
As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we'll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns. What separates Experian's syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs). Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Spring cleaning and home improvement Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like "Gardening Mothers" or "Home Improvement & DIY Frequent Spenders." Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine. Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements: Purchase Transactions > Household Goods > Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Purchase Transactions > DIY and Advice Seekers > High Spenders Purchase Transactions > Home Improvement/DIY > High Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders Gardening Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening: Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Hobbies > Gardening Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers Purchase Predictors > Shoppers All Channels > Lawn and Garden Movers and new homeowners Did you know? 44% of new homeowners are between the ages of 25-39*. Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now: Life Events > New Homeowners > Last 6 Months Life Events > New Movers > Last 12 Months Mother's Day: Unveil the perfect gift Appealing to the emotion of gratitude and love, Mother's Day is a significant occasion for marketers. Activate Experian syndicated audiences such as "Mother's Day Shoppers" and "Florists & Flower Gifts High Spenders" to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother's Day: Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children Mobile Location Models > Visits > Mothers Day Shoppers Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54 Mobile Location Models > Visits > Jewelry Retail Stores Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders Father's Day: Celebrate Dads in style Highlighting the significance of paternal bonds, Father's Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the "Father's Day Shoppers" or "Growing and Expanding families" with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father's Day: Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders Mobile Location Models > Visits > Fathers Day Shoppers Mosaic – Personas – Lifestyle and Interests > Group M: Families in Motion > M45 – Growing and Expanding (Young, working-class families and single parent households that live in small city residences) Geo-Indexed > Demographics > Presence of Children: Ages: 7-9 Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders Life Events > New Parents > Child Age 0-36 Months Plan for the 2024 TV Upfronts When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It's not just about targeting a demographic; it's about captivating your unique audience. Whether it's cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics. Here are 6 audience segments that you can activate as part of your TV planning strategy: Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences: TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Summer preparation: Anticipate the fun ahead As spring transitions to summer, help your audience gear up for the upcoming season. Target "Summer break travelers" or "Memorial Day Shoppers" with offerings that align with their summer plans. Whether it's fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures. Here are 6 audience segments that you can activate to target consumers getting ready for summer: Mobile Location Models > Visits > Summer Break Travelers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Mosaic – Personas – Lifestyle and Interests > Group B: Flourishing Families > B09 – Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children) Mobile Location Models > Visits > Memorial Day Shoppers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers Did you know? Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*. Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience. Spring into effective advertising with Experian’s syndicated audiences For spring advertising campaigns, understanding your audience is the key to success. By activating Experian's syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers. Connect with our audience team Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide below. Download our syndicated audiences guide Check out other seasonal audiences you can activate today. Take me there Footnote *Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants. Latest posts
In this article…What are retail media networks?How important is it to advertise with RMNs?Trends with big RMNsReasons behind these trendsCrafting your RMN ad strategy Digital advertising experienced a transformative shift in 2023, with retail media networks emerging as a focal point for advertisers seeking precision and efficacy. These networks defined how brands connect with consumers, utilizing the unique environment of digital storefronts to deliver targeted and personalized advertisements. Below, we'll discuss the diverse landscape of retail media networks, examples of these platforms, and how Experian is at the forefront of empowering advertisers within this evolving marketing ecosystem. What are retail media networks? A retail media network (RMN) is an advertising platform retailers use in their digital storefronts or online platforms. It lets brands and advertisers promote their products or services directly within the retail environment where consumers make purchasing decisions. Unlike traditional advertising channels, RMNs use the retailer's first-party data to offer targeted and personalized advertising experiences. How important is it to advertise with RMNs? RMNs offer advertisers a unique advantage — a rich set of first-party data on consumers, both on and off the platform. On-platform data includes user engagement insights, demographic information, and behavioral patterns. RMNs offer off-platform first-party data, such as cross-channel integration and CRM data integration. This data is especially important as the industry sees a shift away from the reliance on third-party cookies. One of the key challenges brands face is the lack of tracking abilities through the customer journey. However, the closed-loop measurement and attribution capabilities within RMNs help advertisers track the entire consumer journey, linking campaign spend directly to final sales and in-store purchases. The precision and accountability offered by RMNs make them a crucial strategy in the ever-evolving world of digital advertising. Trends with big RMNs Here is a list of retail media networks and their performance in 2023. The information below offers insights into their reach and effectiveness in driving sales and brand visibility. Amazon According to Pacvue’s Q4 guide, Amazon Media Network experienced a year-over-year decline in its daily spend. However, a notable quarterly increase of 3.2% suggests a recent expansion in this ad type. The current average CPC for Amazon-sponsored products is $1.21, marking a substantial 7.1% year-over-year increase. Return on ad spend (ROAS) showed a 1.5% year-over-year decrease but increased by 6.1% quarter-over-quarter, potentially caused by more efficient campaigns. The beauty category showed a particularly strong performance with a remarkable 69.4% year-over-year increase. Walmart Walmart's advertising revenues are surging at a rate twice that of Amazon, according to the Pacvue Q4 report. This quarter, the Walmart Media Network experienced a substantial 40% boost in ROAS, now at $6.93. This advancement can be attributed to strategic adjustments in the algorithm and bid rules and the incorporation of new bid features. Walmart's CPC also witnessed a noteworthy 18.3% year-over-year decrease and a 14.5% year-over-year surge in average ad spend. Walmart's growth trajectory emphasizes the shift in consumer behavior toward product discovery, as many consumers research products on the website before purchasing. Kroger Kroger developed an advanced retail media network that launched in October 2023. Their platform offers advertisers a more streamlined way to activate, measure, and optimize their campaigns, leading to improved advertising performance. The self-serve advertising platform lets advertisers promote products across the Kroger family of brands. Kroger is the biggest grocery chain in the country with a strong first-party shopper data set, providing more advanced audience targeting than many other grocery RMNs. Target Target launched its retail media network, Roundel, in 2016 to enhance the connection between brands and guests through curated media experiences. Roundel uses Target’s rich insights to create personalized advertising campaigns, reaching guests across several platforms and premium publishers. Over the past two years, Roundel has experienced over 60% growth, delivering over one billion in value for Target in 2021 and 2022. With a team of over 500 members, the platform differentiates itself by offering easy-to-use advertising solutions to brands of all sizes. Target plans to launch Roundel Media Studio, a self-service buying tool, in early 2024. Marriott In partnership with Yahoo, Marriott has created a travel media network that lets advertisers target consumers based on the hotel chain’s guest data. This collaboration allows ads to be strategically placed on various platforms, including the hotel’s websites. Marriott Media Network’s rollout will start on mobile platforms similar to traditional RMNs. Over time, it will extend to include ad placements on TV screens in guest rooms, Wi-Fi portals, and various digital screens in other areas, like lobbies and bars. This innovative approach in the hotel industry offers marketers diverse opportunities to reach their target audience. Nordstrom Nordstrom Media Network has shown considerable success, generating over $40 million in revenue and collaborating with several brand partners. Introduced in 2019, this network initially experimented with off-site campaigns and later expanded to on-site sponsored ads in 2021. Nordstrom Media Network offers data from 32 million customers and digital properties with nearly two billion annual visits. The network’s focus on personalizing the customer experience helps it stand out in the competitive retail media space and makes it a valuable player in the evolving digital advertising landscape. CVS With CVS Media Exchange, advertisers have access to a data set of 74+ million customers. This platform creates tailored campaigns for companies, helping their ads reach customers at the most critical points in their shopping journey. With options like display, video, audio, social, and in-store ad options, advertisers are seeing increases in product purchases and brand awareness. Instacart Instacart has a retail media network through its own platform and a tool called Carrot Ads, which helps grocery store chains develop RMNs through Instacart. It has a network of over 1,400 retail brands, helping advertisers reach their target audience. Advertisers have access to insights and automation to create relevant ads and track their progress. Companies like Sprouts are using Carrot Ads to create and grow their own RMNs. Together, Instacart and Sprouts offer brands a unique opportunity by facilitating targeted online campaigns on Sprouts’ website. This collaboration provides access to metrics like sales and ROAS, offering a comprehensive view of campaign performance. DoorDash DoorDash offers a comprehensive suite of advertising tools for restaurants and brands to expand their reach on the DoorDash marketplace. This flexible advertising platform extends across diverse categories, like restaurants, grocery, convenience, alcohol, and more. The platform has demonstrated success with an average return on ad spend of 4.1x from sponsored product campaigns and an average of 70% new-to-brand customers. Reasons behind these trends The surge in advertising trends within RMNs can be attributed to several critical factors, including the following: Rising retail media competition The competitive landscape within the retail world has intensified, with major players competing for a larger share of the advertising pie within their respective RMNs. This surge in competition among retailers like Lowe’s One Roof, Sprouts, 84.51, and Albertson’s Media Collective has led to a continual evolution of features and capabilities. Advertisers benefit from this competitive spirit because it drives innovation and offers enhanced tools and opportunities to refine their advertising strategies. The competitive edge creates an environment where RMNs continually improve and adapt to meet the needs of both advertisers and consumers. Third-party cookie deprecation Major web browsers are getting rid of third-party cookies, so advertisers must reevaluate their targeting and tracking strategies. Because of this, the first-party stronghold of RMNs is particularly valuable. Advertisers can rely on their reservoir of first-party data with RMNs to maintain effective audience targeting and measurement capabilities. The emphasis on first-party data aligns with advertisers' needs in the post-cookie era, making RMNs crucial partners in the pursuit of effective and privacy-conscious advertising solutions. Crafting your RMN ad strategy Crafting an effective RMN ad strategy is a multifaceted process that involves careful planning. You start with clean, scaled, and scoped data, then everything waterfalls from there. When done correctly, you reach the right audience, your ROAS/ROI results improve, your marketing spend is more effective, and your advertisers want to spend more with your RMN. Here are steps to consider when developing your RMN ad strategy. Choose the best RMN partner for your needs Selecting the right partner is a critical first step. Ensure your partner seamlessly integrates with your existing MarTech stack, avoiding any additional workload for your existing team. A symbiotic relationship with your RMN partner enhances collaboration and streamlines your advertising initiatives. Experian’s comprehensive data and identity solutions can help RMNs maximize their opportunity, with our new solution tailored to enhance RMNs’ strength in first-party shopper data. Experian’s solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue. Our goal is to ensure you capture the most advertising dollars and make your RMN operate at its peak performance. Learn more here Utilize third-party data One of the cornerstones of an effective RMN strategy is the integration of third-party data. This is where Experian steps in as a critical ally. Experian's robust third-party data solutions can enhance an RMN’s first-party data to create more scale and scope for RMN audiences. This, in turn, will open up more opportunities for advertiser investment. Utilize first-party data The main advantage of RMNs is the access to first-party data. Advertisers can use this data to create personalized and targeted campaigns. By tailoring your messages based on consumer expectations, preferences, behaviors, and purchase history, you create a more engaging and relevant ad experience. This not only boosts the effectiveness of your campaigns but also fosters a deeper connection between your brand and the audience. Promote relevant products Personalized ads are crucial for capturing audience attention and driving conversions. With retail media platforms, advertisers can personalize their campaigns to individual shoppers. Promoting products that align with your audience's specific needs and preferences increases the likelihood of conversions. Consider the consumer journey Strategic ad placement within the consumer journey is pivotal. Consider targeting consumers late in the decision-making process when they're in a shopping mindset. Placing ads at this point in the customer journey increases the chance of converting prospects into customers. Understanding the customer journey within an RMN system allows for a more targeted and impactful advertising strategy. Measure data and adapt The final step in the process is continuous measurement and adaptation. Retail media platforms include powerful analytics tools that let advertisers track and analyze ad performance in real time. Use these insights to adapt your strategy. A data-driven approach ensures your campaign remains responsive to the changing marketing dynamics. Elevate your advertising strategy with Experian Transform your advertising strategy with Experian's cutting-edge Consumer View solutions. These advanced tools excel in audience segmentation and easily integrate your first-party data with our comprehensive third-party insights. This ensures the seamless activation of your data across online and offline channels. Experian also has custom audiences and audiences that are available on-the-shelf of most major platforms. This and our onboarding capabilities make Experian the perfect partner for your RMN strategy. Connect with a member of our team today to take the next step in elevating your advertising campaigns. Connect with us Latest posts