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.
Latest posts
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Cross-device matching and pixel-based foot traffic attribution reporting empower digital marketers with greater control of location-based campaigns.RALEIGH, N.C. (PRWEB) AUGUST 04, 2020 Tapad, part of Experian a global leader in digital identity resolution, and Reveal Mobile, a leader in location-based marketing, today announced a collaboration that combines Tapad's digital cross-device matching technology and pixel-based attribution features with Reveal Mobile’s VISIT Local, the software that hundreds of digital agencies and brands use for location-based analytics. The partnership is designed to drive improved performance by optimizing ad targeting and messaging for location-based campaigns. Powered by Tapad’s privacy-safe cross device matching, marketers using VISIT Local to power location-based campaigns can enhance how they reach shoppers. When one member of a household shops for groceries, clothes, household goods or any other consumer item, a conversation between multiple members of the household typically takes place beforehand. With cross device matching, marketers can reach everyone who has influence over what to buy and where to buy it. VISIT Local users can expand location-based services with a single click to include devices that share the same household, including targeting across multiple devices owned by the same user, allowing advertisers to maximize messaging and increase their share of wallet among consumers. “VISIT Local has always given our customers access to high-intent location-based audiences. With the addition of cross device matching from Tapad, advertisers can boost audience sizes up to 300 percent while maintaining full confidence in quality and relevance,” says Brian Handly, CEO of Reveal Mobile. “VISIT Local users can now apply multiple criteria and attributes to a single location-based audience, giving them the advanced control and transparency they need.” As reliable attribution becomes increasingly complex for marketers and ad buyers who need to prove value, the addition of Tapad’s pixel-based foot traffic attribution to VISIT Local enables the measurement of actual campaign effectiveness by tying ad views to in-store foot traffic. This new feature, which will be available in VISIT Local this fall, lets Reveal Mobile customers understand who visited a retail location as a result of being served an ad, providing a more accurate view into return on ad spend during and after advertising campaigns. “Tapad’s goal is to empower marketers with digital advertising efficiencies at scale across devices,” says Mark Connon, COO of Tapad. “With cross device matching and pixel-based foot traffic attribution, marketers using VISIT Local can better address the consumer’s preferences and habits, and deliver them consistently actionable information on user behavior. These capabilities advance location-based advertising in ways marketers need and want.” In addition to these new features, VISIT Local’s location-based audience builder now enables marketers to create custom audiences made up of people who have visited different places on different dates. 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To learn more about Reveal Mobile’s location-based marketing offerings, visit http://www.revealmobile.com. About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About Reveal MobileReveal Mobile is a leader in location-based marketing, analytics, audiences, and attribution. Creator of VISIT Local, VISIT Match and VISIT Data, the company’s products help digital agencies, brands and retailers of any size leverage location data to understand and reach the right audiences. Reveal Mobile is CCPA compliant and a member of the Network Advertising Initiative, which conducts an annual privacy certification. The company is based in Raleigh, NC. For more information, visit https://revealmobile.com. Contact us today
Overview Chartable leverages The Tapad Graph to improve cross-device attribution rates and remove non-addressable IPs for clients. Challenge Chartable needs to differentiate between consumer and potential business IP addresses to provide accurate household modeling and reduce excess data for their customers. Podcasting generally only has access to IP addresses as a form of digital ID which limits its ability to connect activity to individuals and extend it across all devices. The Tapad + Experian solution Using Tapad, now a part of Experian, Chartable is able to cut through the noise of IP data and discard any addresses deemed a shared IP or business. Then, Tapad + Experian connects individual users to their other digital IDs and users in their household; creating a richer attribution model for Chartable customers. Increase in podcast attribution rates Contact us today