At A Glance
Updated in 2025 after Experian’s acquisition of Audigent and Google’s decision to retain third-party cookies, this article explains that signal fragmentation remains. Experian is evolving its Digital Graph and integrating Audigent’s capabilities, while working with partners like The Trade Desk and ID5 to deliver privacy-safe reach, measurement, and performance across traditional identifiers and emerging alternatives.Experian offers a suite of next-generation tools built on the Experian Digital Graph to help marketers adapt to ongoing signal fragmentation and privacy regulation. These solutions enable brands to maintain behavioral targeting and campaign performance even as traditional signals decrease.
Through Experian’s integration with Audigent, we now offer early access to Curated Deals, contextually-indexed audiences, and Geo-Indexed Audiences that help advertisers test privacy-first audience activation in a period of accelerating signal fragmentation.
Experian and Audigent offer a data management platform (DMP) that enables publishers to collect, manage, and understand their first-party data, while also accessing third-party data, to better monetize their data assets.
At the same time, Experian continues to advance its signal-agnostic Digital Graph, which already covers industry-standard universal IDs, like Unified ID 2.0 (UID2) and ID5, as well as both IPv4 and IPv6, which are becoming more and more prevalent.
Together, these updates give marketers a reliable, privacy-forward foundation for audience reach, cross-device targeting, and measurement as signal fragmentation continues to reshape digital advertising.
How is Experian’s Digital Graph evolving in a multi-signal world?
Signal fragmentation is reshaping how marketers reach and measure audiences, so we continue to strengthen the Experian Digital Graph to keep performance steady across channels. Recent updates focus on improving connectivity, accuracy, and durability:
- More signals to keep reach strong: We added IPv6 and phone-based UID2s to our Digital Graph, building on the hashed email (HEM)-based UID2s we already support.
- Better AI models for cleaner identity data: We improved our AI clustering and device classification models to sharpen ID resolution.
- More stable customer profiles: We enhanced stability in our Digital Graph by tying it more closely to our Offline Graph, ensuring more complete customer profiles that last over time.
Together, these updates give marketers a more resilient identity foundation and help maintain performance in a market defined by rising signal fragmentation.
How is Experian advancing contextual targeting and geo-based targeting with our partners?
AWith more signals in market and traditional identifiers becoming less reliable advertisers are returning to tactics that don’t rely on cookies. Contextual targeting and geo-based targeting have both delivered results for years, and are becoming even more important as marketers look for consistent ways to reach audiences without relying on ID-level data.
Experian is modernizing these approaches by pairing Experian Marketing Data with contextual and geographic signals to create privacy-first activation paths that hold up as identifiers fade.
With our acquisition of Audigent, we’re expanding the ways marketers can activate privacy-forward audiences at scale. Together, these capabilities strengthen how brands reach people with relevant experiences, even as traditional IDs fade:
- Contextually- Indexed Audiences: We index Experian’s syndicated audiences against contextual signals inside private marketplace (PMP) deals using Experian’s Digital Graph and Audigent’s Hadron ID. In a 15-day test with a national advertiser, this ID-less approach exceeded click-through rate goals by 25% while matching the scale and delivery of ID-based campaigns.
- Geo-Indexed Audiences: We also offer Geo-Indexed Audiences that use location-based signals to reach consumers in the right places and moments, providing another durable option when IDs are unavailable or restricted.
- Evolving toward more intent-rich signals: Looking ahead, we are developing ways to incorporate additional intent indicators, such as content consumption patterns and repeated contextual behaviors, to give marketers stronger cues about where their audiences are in their decision process, all without relying on user-level identifiers.
Together, these tactics make contextual and geo-based targeting more measurable, scalable, and privacy-safe, helping marketers keep performance steady as signal fragmentation accelerates.
Which alternative IDs does Experian’s Digital Graph support?
Experian’s signal-agnostic Digital Graph is designed to interoperate across identity frameworks and connect digital identifiers into a single, privacy-compliant system. It now supports alternative IDs such as:
- UID2s
- ID5 IDs
- HEMs
- Connected TV (CTV) IDs
Our Digital Graph is rebuilt weekly to maintain high accuracy and addressability across campaigns. These capabilities ensure marketers can continue cross-device activation and measurement as legacy signals decline.
“Experian is a valued partner in Nexxen’s unified identity graph powering the Nexxen data platforms, which bring us the ability to seamlessly onboard client data, activate campaigns, and measure performance while maximizing biddable opportunities for our advertisers. They help ensure our clients can continue reaching audiences at scale and successfully execute campaigns.”
NexxenChance Johnson, Chief Commercial Officer
What’s next for Experian’s identity and connectivity roadmap?
As digital signals change and CTV viewership grows, we continue to expand the identifiers supported within the Experian Digital Graph. Recent additions such as IPv6 and phone-based UID2s, alongside existing IPv4 and email-based IDs, help marketers and platforms understand the full customer journey across screens and households within a privacy-first framework.
We are committed to maintaining and increasing connectivity in the digital world, ensuring that clients can reach their audiences even as familiar signals decline. A core part of that commitment is strengthening the overlap between our Offline and Digital Graphs. This work improves cross-channel consistency and gives marketers more reliable links between individuals, households, and devices.
As we keep investing in identity resilience, clients can expect ongoing innovation that supports addressability and performance despite evolving privacy constraints.
How can marketers maintain addressability at scale today?
Experian’s connected toolkit of signal-agnostic advertising solutions empowers brands to continue reaching audiences with confidence:
- Identity resolution through Experian’s Digital Graph
- Curation via Audigent
- Cross-device measurement built for privacy compliance
- Universal ID interoperability across platforms
As the industry adjusts to signal fragmentation, Experian provides the scale, trust, and connectivity required to sustain effective targeting.
A resilient path forward for addressable advertising
As the AdTech industry continues to evolve, Experian’s Digital Graph continues to power interoperability, scale, and privacy-safe measurement.
With data ranked #1 in accuracy by Truthset, collaborations across the AdTech ecosystem, and ongoing support for universal IDs, Experian gives marketers a reliable path to addressable, measurable, and privacy-first advertising.
Connect with our team
About the author
Budi Tanzi, VP of Product and Solution Engineering, Experian Marketing Services
Budi Tanzi is the Vice President of Product at Experian Marketing Services, overseeing all Identity Products. Prior to joining Experian, Budi worked at various stakeholders of the ad-tech ecosystem, such as Tapad, Sizmek and StrikeAd. During his career, he held leadership roles in both Product Management and Solution Engineering. Budi has been living in New York for almost 11 years and enjoys being outdoors as well as sailing around NYC whenever possible.
FAQs
Experian’s Digital Graph enables consistent audience targeting and measurement across browsers and devices using privacy-compliant identifiers. It connects verified digital data, giving advertisers continuity as traditional IDs become less reliable.
Experian’s Digital Graph supports consistent audience targeting and measurement across browsers and devices using privacy-compliant identifiers. By connecting verified digital data, the Digital Graph gives marketers continuity as signals such as cookies, device IDs, and IP-based identifiers become less reliable. Recent updates, including IPv6, phone-based UID2s, and improved AI clustering, help you maintain reach and accuracy even as digital signals shift.
Experian works with a variety of partners to source digital IDs. We work with The Trade Desk and ID5 to incorporate their universal IDs into our Digital Graph. Additionally, Audigent, now a part of Experian, offers Curated Deals, which are a non-cookie dependent way to provide reach and relevance.
Yes. Experian’s identity and data solutions align with IAB Data Privacy Standards and regulations such as the California Consumer Privacy Act (CCPA), ensuring transparent and compliant data use.
Our current focus is to increase the overlap between our Offline and Digital Graphs, enabling more cross-channel addressability for our clients. We also continue expanding supported identifiers and improving our AI models to maintain performance as signal fragmentation grows.
You can reach out directly to explore privacy-first activation options, including contextual, geo-indexed, curated deals, and ID-based strategies supported by the Experian Digital Graph.
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The digital advertising landscape is undergoing a significant transformation with the gradual deprecation of third-party cookies. This shift necessitates the adoption of new strategies for audience targeting and data management. In our next Ask the Expert segment, we explore this evolution, discussing new strategies for audience targeting and data management in a world without cookies. We’re joined by industry leaders, Gabe Richman, Senior Director of Data Partnerships at The Trade Desk, and Chris Feo, Experian’s SVP of Sales & Partnership who spotlight The Trade Desk’s innovative approach to navigating a cookieless future. Tune in to our Q&A below to learn more about these topics and learn how the collaborative efforts of Experian and The Trade Desk offer a glimpse into the future of advertising. Cookieless IDs are the new face of identity in advertising Traditional tracking and targeting techniques are being replaced by more advanced and privacy-conscious methods. Unified I.D. 2.0 (UID2), led by The Trade Desk, exemplifies this shift, offering a new identifier based on encrypted email addresses or phone numbers. This approach not only caters to the evolving privacy regulations but also places greater control in the hands of consumers. UID2’s design fundamentally differs from cookies since it is rooted in transparency and consumer consent. UID2: A catalyst for industry-wide adoption UID2’s journey reflects a rising industry-wide recognition of its value across the industry. The adoption of UID2 by major publishers, demand-side platforms, and advertisers indicates a shift toward more sustainable and consumer-friendly approaches to identity in advertising. This is particularly evident in areas like connected TV (CTV), where UID2 is rapidly becoming a currency and standard. “The purpose of UID2 is not only to create a better ID for advertisers and publishers to achieve their objectives, but also to benefit the consumers. Unlike cookies, UID2 provides transparency and control to the consumers for the first time.”gabe richman, sr. director, data partnerships, the trade desk How Experian and The Trade Desk work together The partnership between The Trade Desk and Experian goes beyond adapting to the absence of cookies. Our joint efforts highlight a commitment to developing solutions that cater to advertiser’s needs while respecting consumer privacy, a balancing act becoming increasingly crucial in today’s digital ecosystem. The Trade Desk's emphasis on UID2 as a foundational element in the open web, campaign design, and activation is a testament to the potential of new identifiers in enhancing advertising efficacy. Similarly, our ability to utilize these identifiers to deliver detailed audience insights offers advertisers a powerful tool to remain effective in a post-cookie world. Experian’s role in the adoption of UID2 Experian's integration strategies have played a critical role in diversifying the applications of UID2. By partnering with The Trade Desk, we help broaden the reach and effectiveness of UID2 across various advertising channels. In terms of reach – by incorporating a prominent cookieless ID, we further amplify the reach of UID2. The increased adoption of this new ID allows the digital ecosystem the ability to interact using an alternative identifier, thereby broadening the potential audience. In terms of effectiveness – we help advertisers serve relevant ads to the right audiences, ensuring the relevance of the ads and control over their frequency. Targeting with Geo-Indexed audiences The Trade Desk works with Experian to ingest and host our syndicated audiences. This partnership gives The Trade Desk’s clients access to over 2,400 syndicated audiences that span across eight verticals. This includes access to our new Geo-Indexed audiences that allow brands to reach consumers and households based on geographic regions that over-index for a common set of attributes, ultimately offering brands a targeting solution that prioritizes both consumer privacy and accuracy. What a future beyond cookies looks like Looking ahead, the focus in advertising is not solely on replacing cookies but on a broader evolution of the industry. This includes continuing to apply machine learning technologies, like artificial intelligence (AI), to enhance ad personalization and effectiveness. The interplay between creative content, audience insights, and privacy-compliant targeting will become increasingly important as the industry evolves. As cookies become a thing of the past, the initiatives spearheaded by The Trade Desk and Experian will likely set the tone for the next era of digital advertising, and emerging solutions like UID2 are leading the way. Watch the full Q&A Visit our Ask the Expert content hub to watch Gabe and Chris' full conversation about cookieless advertising. In their conversation, Gabe and Chris share more about UID2, consumer transparency, and the importance of consumer data for targeted advertising. Connect with us About our experts Gabe Richman, Sr. Director, Data Partnerships, The Trade Desk Gabe Richman is the Senior Director of Data Partnerships at The Trade Desk where he focuses on global identity strategy and platform partnerships as well as driving UID2 and EUID adoption across the broader ecosystem. Prior to joining The Trade Desk in 2021, Gabe held various roles in AdTech at HealthVerity, Wunderkind and LiveRamp. For the last decade Gabe has taken pride in helping advertisers and platforms alike demystify the complex identity landscape and embrace the change needed to preserve the open internet. Gabe is a graduate of the University of Maryland and resides in Los Angeles. Chris Feo, SVP, Sales & Partnerships, Experian As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats! Latest posts
Magnite and Experian have formed a strategic integration to enhance cross-device audience targeting in the advertising industry. Magnite, the largest independent sell-side platform, and Experian, a leader in consumer data and identity solutions, aim to optimize advertising capabilities by activating Experian's Consumer View in Magnite Access, an omnichannel audience product suite. This marks one of Experian’s first forays into a direct sell-side integration, a crucial step for the cookieless era. This collaboration offers targeting and efficiency across digital channels, providing advertisers and agencies with a more effective way to reach consumers. With Experian's robust deterministic offline data, generated from consumer purchase activity, enriched with insights on over 250 million U.S. consumers and 126 million U.S. households, advertisers can look forward to a new benchmark in targeted advertising available through Magnite Access. Thriving in a cookieless world With the looming deprecation of third-party cookies, audience, and identity solutions using first-party data are shifting to the sell-side. To that end, Magnite developed Magnite Access, a suite of omnichannel audience products that make it easier for media owners and their advertising partners to maximize the value of their first-party data assets. Access is adept at thriving in a post-cookie world through its effective utilization of sell-side first-party data, including within Magnite Streaming and SpringServe. Magnite Access’ deterministic and probabilistic tools provide sellers and buyers with a comprehensive solution to leverage their first-party data for audience targeting and insights. Experian's solutions are built to work efficiently in offline environments, making them well-equipped to thrive in a cookieless world. Brands can benefit from Experian's deep integrations within the ecosystem, providing data and audience solutions designed to perform in cookieless environments. "We're excited about the collaborative approach between Magnite and Experian. This off-the-shelf integration of Experian's syndicated audiences and the streamlined ability to receive custom audiences will provide a more accurate and cohesive consumer view, allowing us to reach our target audience and enhance campaign performance seamlessly."sam bloom, ceo, camelot Reach and impact As companies continue to rely on data-driven insights to make smarter, more efficient business decisions, partnerships between leading data and technology providers are becoming increasingly valuable. "Integrating with Magnite allows us to translate our extensive offline and online data into actionable, intelligent solutions for making smarter, more efficient business decisions. With Magnite's expertise in the omnichannel sell-side environment, this partnership is poised to empower businesses with the tools they need to succeed in today's data-driven landscape."chris feo, svp, sales & partnerships, experian Strengthening foundations within streaming Magnite's cutting-edge streaming solutions, integrated with Experian's robust data, facilitate a connection between data and inventory, providing enhanced targeting capabilities and consumer insights. "By integrating Experian's Consumer View capabilities into our platform, we are enabling advertisers to unlock improved targeting capabilities while benefiting from Experian's wealth of consumer insights. Our collaboration with Experian amplifies the value of our streaming solutions and enhances the overall advertising ecosystem by seamlessly connecting data, identity, and inventory."kristen williams, svp, strategic partnerships, magnite Precision and innovation: A new advertising era The synergistic partnership between Magnite and Experian is paving the way for a new era in advertising, offering targeting efficiency across digital channels. This collaboration is not merely a confluence of technologies but a testament to both companies' relentless pursuit of excellence in creating a consumer-conscious advertising ecosystem. By harnessing the wealth of consumer insights and integrating state-of-the-art technologies, Magnite and Experian are contributing to shaping the future of advertising, emphasizing accuracy and efficiency. It's a revolutionary stride toward understanding and reaching the consumer in more meaningful and impactful ways, setting new benchmarks in the advertising world. In a rapidly evolving digital landscape, this collaboration stands as a beacon, guiding brands toward intelligent, informed, and innovative advertising solutions, redefining the possibilities in targeted advertising and audience solutions. Connect with us to learn more about how you can access Experian’s Consumer View data solutions in Magnite Access. To learn more about our partner Magnite, visit their website. Latest posts
At the recent Beet Retreat 2023 in Santa Monica, a fireside chat featuring Kimberly Gilberti, Experian’s Chief Product Officer, shed light on how connected TV (CTV) is changing content delivery and introducing a profound shift in audience engagement and advertising strategies. In this blog post, we’ll recap Gilberti’s discussion about advertising on CTV. CTV's transformative impact on media consumption CTV brings together the nostalgia of traditional television and the cutting-edge capabilities of digital targeting, opening new doors for advertisers to connect more meaningfully with audiences. This integration heralds a new wave of viewer engagement opportunities. The revolution goes beyond altering content consumption modes; it fundamentally transforms how audiences interact with media. Advertisers now have the tools to forge deeper, more personalized connections with their audience, thanks to CTV. "The evolution of media is exciting, offering endless opportunities due to the vast inventory and engaged audiences. The key to using this is understanding the consumer, the 'who' behind the viewing."kimberly gilberti, chief product officer The evolution of advertising on CTV In CTV, traditional advertising strategies are being re-evaluated. Advertisers must pivot to meet changing viewer trends, focusing on campaigns that resonate on a personal level and harness the targeted delivery capabilities of the medium. Data and technology stand at the forefront of advertising on CTV. Effective collection, analysis, and application of audience data are crucial for creating impactful CTV campaigns. Advanced analytics tools are essential in deciphering complex viewer habits. Companies like Experian are key players, offering the necessary tools and insights for advertisers to navigate the CTV space effectively. "Experian's unique data assets are incredibly valuable. We understand consumers wherever they are, connecting the offline and online worlds. Our database, rooted in real people's information, is extensive and privacy-focused, covering virtually every U.S. household."kimberly gilberti, chief product officer The complexities and opportunities in advertising on CTV Even though the CTV landscape is filled with vast opportunities and significant challenges, one major hurdle is accurately identifying viewers within shared household accounts, complicating targeted advertising on CTV efforts. Additionally, the fragmentation of content across multiple streaming platforms amplifies the challenge of reaching specific audience segments. The presence of 'walled gardens' adds another layer of complexity in achieving a comprehensive understanding of audience behavior across different platforms. Despite these challenges, the potential for effective, personalized advertising on CTV is immense. Key to unlocking this potential is the accurate measurement of ROI and the alignment of content with viewer preferences. These areas of focus underscore the need for sophisticated identity resolution and audience analysis solutions. Collaboration is the key to unlocking CTV's potential The future of advertising on CTV relies on collaboration. Joint efforts from advertisers, agencies, technology providers, and publishers are essential for sharing data and insights while maintaining consumer privacy. This collective approach is pivotal in tackling the challenges of advertising on CTV and harnessing its full potential. As the industry dives deeper into the CTV landscape, insights from Beet Retreat 2023 and leaders like Gilberti underscore the importance of understanding and engaging with your consumers. The collaborative efforts of the industry, bolstered by technological and data-driven expertise, are critical in capitalizing on the power of CTV. Experian’s Collaboration solution connects our client's and partner's data to unlock more robust insights, smarter activation, and more holistic measurement for online and offline media efforts. To learn more about what our data collaboration services can do for your business in this new era of CTV, visit our website or connect with a member of our team today. Start collaborating with Experian Latest posts