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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Every brand wants to be part of the culture. Few know how to show up without crashing the party. The brands that get it right stay true to who they are, and the moments they create tend to stick long after the attention moves on. At Cannes Lions 2026, leaders from Alaska Airlines, Fetch, FreeWheel, Goodway Group, Grupo Bimbo, OAAA, PMG, Quan Media Group, Significant, The Weather Company, and Wpromote talked through what real cultural relevance looks like, from finding the right moments to keeping them alive long after the attention fades. Watch the conversation below to hear what it takes for brands to earn their place in culture. Watch the conversation How brands earn their way into cultural moments Build the strategy behind the creative A clear rationale helps bold ideas earn internal support and achieve the intended outcome. Make cultural relevance feel genuine A cultural connection lands when it reflects something people already care about, not when a brand forces it. Move quickly and stay true to the brand Teams create strong brand moments when they act on an opportunity without compromising the brand’s identity. Plan the second act Once attention drops, give people new ways to relive the experience and remain part of it. Read the early audience response Comments, shares, and other reactions can show whether an idea connects before campaign data offers a more complete view. Add value to the experience Brands earn attention when they give people something worthwhile, not when they simply place a logo in the moment. Featured partners Alaska Airlines – Eric Edge, Chief Marketing Officer Fetch – Emily Starer-Wallace, General Manager of Data Partnerships FreeWheel – Larry Allen, Vice President of Global Strategy, Data, Measurement and Addressable Goodway Group – Mike Wolk, Senior Vice President of Partnerships Grupo Bimbo – Catherine Berger, Vice President of Marketing Transformation and Services OAAA – Anna Bager, President and Chief Executive Officer PMG – Chad Stoller, Global Head of Media Quan Media Group – Brian Rappaport, Chief Executive Officer Significant – Jesse Unger, Co-Founder The Weather Company – AnneMette Bontaites, Vice President of Sales Wpromote – Deanna Cullen, Vice President of Media Investment Want more conversations like this one? Connect with us to learn more about how streaming media helps brands reach real people across every screen. This is one of several conversations from Cannes Lions 2026 on how brands can show up in culture with relevance that feels real. Subscribe to our newsletter to receive our next Cannes conversation, fresh takes on cultural relevance, and honest advice from industry leaders on how brands earn a real place in culture. Subscribe to our newsletter For more from Cannes Lions 2026, continue with another conversation in the series What it takes to move patients from awareness to care What commerce media can see beyond a single retailer What streaming media reveals about cross-screen viewing Contact us Latest posts
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