The digital advertising landscape has undergone a seismic shift in recent years. Privacy-conscious consumers, transformative regulations, and emerging technologies are converging to redefine how addressability — the ability to accurately reach a specific audience — functions in this new era. Addressability is a cornerstone of digital advertising, and its evolution presents both challenges and opportunities for publishers and advertisers alike.
The need for enhancing addressability is driven by a complex set of factors. More consumers are opting out of data sharing or disabling cookie-tracking, leading to a drastic reduction in the reach of traditional programmatic advertising. Nearly 70 percent of consumers are now unreachable through these conventional methods, creating an ‘addressability gap’ that publishers and advertisers are eager to bridge. The landscape is further complicated by privacy regulations such as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), which mandate solutions that balance user privacy with advertisers’ needs.
Contributing to this intricate mix is the growing shift toward video and connected TV (CTV). These platforms have long operated in a cookie-less environment and are witnessing rising demand due to their engaging nature and broad reach. However, the attractiveness of these mediums to advertisers hinges on effective addressability, highlighting the urgent need for innovative audience identification and targeting methods.
The emergence of data enablers and collaborative initiatives
Data enablers like Experian are stepping up to meet this need. These companies are providing robust, privacy-compliant data resources to improve addressability. Experian’s unique approach to identification, the Living Unit ID (LUID), is a key tool in bridging the current gap in reach.
How Experian and Microsoft Advertising are redefining addressability
We recently expanded our collaboration with Microsoft, to make our extensive data resources available through Microsoft Advertising’s data marketplace. This collaborative initiative represents a significant move, offering a compelling model of how data enablers and buy-side and sell-side platforms can work together to redefine addressability.
The benefits of this arrangement extend to all stakeholders in the ecosystem. Advertisers using Microsoft Invest can now access Experian’s audience data. This not only enhances the granularity of their audience targeting but also broadens the reach of their campaigns. Experian’s identity spine also serves as a robust framework to extend the value and reach of advertisers’ first-party data.
For publishers, the accessibility of Experian data on Microsoft Advertising’s data marketplace opens the door to greater addressability in their inventory, enabling them to offer advertisers more addressable impressions. This then amplifies the value of their inventory, potentially increasing their overall yield. For advertisers, this integration facilitates access to highly relevant audiences while simplifying campaign setup and respecting user privacy.
We can help you carve a new path toward addressability
In the ever-evolving landscape of digital advertising, such collaborative efforts are becoming critical to ensure that advertising remains effective for brands, profitable for publishers, and respectful of consumer privacy. This model of cooperation and innovation is essential to navigate the challenges of a privacy-centric, cookie-less world and unlock the true potential of every media channel.
With collaborative initiatives and innovative solutions, the industry is set to transform these challenges into opportunities, carving a new path toward addressability that respects privacy and delivers value for all stakeholders. Connect with us to learn more about how you can access our data in Microsoft Advertising’s data marketplace.
To learn more about our partner Microsoft Advertising, visit their website.
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Commerce media networks have had a strong start. Growth has been fast, demand has been strong, and brands have made it clear they want closer access to commerce-driven audiences. But as more networks mature and enter the space, many are starting to feel the same pressure point: scale. Most commerce media networks were built as managed service businesses. That model works well early on. High-touch, white-glove partnerships make sense when you’re working with a handful of strategic brands. But there’s a ceiling. There are only so many teams, only so much inventory, and only so many advertisers that model can realistically support. It’s one thing for a large retailer to build custom programs for a P&G. It’s another to do that at scale for hundreds or thousands of brands. At some point, growth slows, not because demand disappears, but because the model can’t stretch any further. The scale problem no one likes to talk about That’s where many commerce media leaders find themselves today. Pausing to assess what comes next. For a long time, growth has been measured almost entirely through media dollars. That mindset is understandable. Media is familiar, it's easy to quantify. It shows up clearly in negotiations and revenue reports. But viewing commerce media networks purely as media sales engines creates long-term risk. It can strain brand relationships, limit innovation, and distract from what commerce media networks actually do better than almost anyone else: understand consumers deeply. Signals are the real asset Commerce platforms sit close to decision-making. They see what people search for, what they consider, what they buy, and when those behaviors change. Those signals are incredibly powerful. And yet, most networks only activate them inside their own walled environments. That’s a missed opportunity. Curation represents the next area of growth for commerce media networks, and it doesn’t require replacing or diminishing existing media revenue. In fact, it complements it. No single commerce media network has all the data needed to give advertisers the scale and reach they're looking for. And no advertiser wants to recreate the same audience in dozens of disconnected platforms. That friction creates inefficiency and slows decision-making. Why collaboration supports sustainable growth The opportunity is to look beyond first-party data alone and start thinking about collaboration. Second-party data. Data partnerships. Signal sharing done responsibly and transparently. Imagine an advertiser defining an audience once and being able to understand and reach that audience across multiple commerce environments. Not through a series of disconnected buys, but through a more consistent approach built on shared understanding leading to increased reach and more impactful campaigns. That’s easier for advertisers to manage, and it creates an additional revenue stream for commerce media networks that complements media sales rather than competing with them. Curation strengthens media, it doesn't replace it Media will always play an important role. There is clear value in custom experiences tied directly to a commerce environment. Think buyouts, sponsored experiences, custom creative integrations. Those are situations where brands want to work closely with the network itself. But the signals commerce media networks hold don’t need to be limited to those moments. Those signals can be monetized independently through data products, co-ops, and partnerships that extend their value into other channels. That’s how curation adds value without undercutting existing revenue. A practical path forward for commerce media leaders For commerce media leaders thinking about their next phase of growth, the focus should be on sustainability. Building a massive media operation takes time and investment. Data-driven revenue streams can be introduced more quickly, require fewer internal resources, and provide steadier margins. It’s a practical approach. Use signal-based revenue to fund growth. Let that revenue support investment in tooling, talent, and media innovation over time. Bootstrapping, in the truest sense. Why transparency matters early There’s also a broader responsibility here. In many advertising channels, transparency followed growth, often after pressure from the market. Commerce media networks have an opportunity to do this differently. To lead with transparency from the start. To be clear with brands and consumers about how data is used, how signals are created, and how value flows through the ecosystem. Because the reality is this: commerce media networks are holding some of the most valuable intent signals in the market today. But those signals don’t retain their value in isolation. If they aren’t enhanced, combined, and made accessible in the right ways, someone else will step in to do it. And when that happens, control shifts away from the source. The bottom line The next chapter of commerce media isn’t just about selling more media alone. It’s about recognizing the value of the signals already in hand, working together to make them more useful, and building additional revenue streams that support long-term growth. That’s how commerce media networks grow without eating their own lunch. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. Latest posts
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