At A Glance
Commerce media needs a neutral connective layer across shopper data, advertiser data, and the broader media ecosystem. Close to 90% of U.S. retail media spend goes to two platforms according to eMarketer, on-site inventory is reaching practical limits, and advertisers want proof that holds up across networks. Experian provides that layer through identity, data collaboration, audience intelligence, activation, and measurement.Key takeaways
- Nearly 90% of U.S. retail media spend goes to Amazon and Walmart, leaving every other network competing for proof, reach, and identity consistency.
- Experian’s identity foundation covers 250 million U.S. consumers and 126 million households, extended across more than 4.2 billion devices.
- A leading retail media network grew addressability by nearly 300% after anchoring shopper data to stable digital identifiers like mobile ad IDs (MAIDs), hashed emails (HEMs), and Unified I.D. 2.0 (UID2).
- Experian’s Audience Engine and Experian Third-Party Onboarding let networks extend first-party audiences into off-site channels without losing match quality or control.
Commerce media spending keeps climbing, and most of it lands in a small number of places. U.S. advertisers are expected to spend roughly $71 billion on retail media in 2026 according to eMarketer, and close to 90% of it will go to Amazon and Walmart. Every other network competes for what’s left, usually by buying identity, enrichment, activation, and measurement from separate partners, on separate timelines, that were never built to work as one system.
That competition hinges on three problems a network can’t solve with owned data and owned inventory alone.
Each of these improves when the data a network already holds connects cleanly to the identity, consumer intelligence, activation, and measurement layers the rest of the ecosystem runs on. Experian brings those pieces together into a single, neutral infrastructure: not another point solution to add to the stack, but the connective layer underneath it, the same shopper data, advertiser data, identity resolution, audience intelligence, activation, and measurement capabilities that already support parts of the ecosystem today, now operating as one connected flow instead of a list of separate capabilities.
What advertisers now expect from a commerce media network
Advertisers evaluate a network on more than its on-site inventory. They’re asking:
- Can you reach my shoppers when they are away from your site?
- Can you describe those shoppers in a way that is useful for planning?
- Can you show that the media impacted sales?
Most networks answer the first question partially, the second in transaction terms, and the third in attributed return on ad spend (ROAS). That gap is where budget is won and lost. Advertisers are also spreading spend across more networks than before, with almost half now funding commerce media from two or three separate budgets, which makes consistency across partners a buying criterion in its own right.
We help networks answer all three questions using the customer data they already hold, connected to identity, consumer intelligence, and measurement that works across channels and partners.
The advertisers those networks sell to are asking themselves the same three questions, using their own first-party data. That’s exactly where the two sides of this connect.
How the flow works: From shopper and advertiser data to measurement
A network and the advertiser it sells to are asking the same three questions, using two different sets of first-party data: who are these shoppers, can I reach them, and can I prove this worked? Our connective layer runs in both directions, through five stages:
Every stage runs on the same identity foundation, which is what keeps the network’s view and the advertiser’s view of the same shopper in agreement, rather than two separate systems producing two different answers.
Where Experian sits in your existing stack
Almost no commerce media network runs on a single vendor. Most operate a mix of identity, onboarding, activation, clean room, and ad serving partners, assembled over several years and expensive to unwind. Which layer is limiting everything above it?
In most networks, that layer is the customer data itself. When loyalty, e-commerce, CRM, and transaction records don’t resolve to the same person or household, every downstream system carries the problem forward. Match rates come in lower than expected, audience counts shrink at the point of activation, and measurement inherits gaps it can’t correct for.
Experian works as the connective layer across that stack. We strengthen the data and identity foundation before it enters the workflows a network already runs, and we stay connected through audience creation, activation, curation, and measurement so match rates, audience scale, and results improve at every stage, not only at the start.
Networks that already work with an onboarding or identity provider keep those relationships. Networks that want a second activation path can add one without a migration.
None of this works unless Experian stays neutral. We are not a competing network, a walled garden, or an identity graph trying to own the record. That neutrality is what lets the same infrastructure sit underneath a network’s own systems and an advertiser’s first-party data at the same time, without either side worrying about who else can see their side of the deal.
This matters more as AI takes on more of the planning, activation, and optimization decisions inside commerce media. Those systems work from whatever view of the customer they are given, which is exactly where our approach to AI starts: AI should make commerce media more human, not less. Our privacy-first identity gives those systems a reliable view of the customer even when signals are missing. Predictive insight turns that view into next-best audience recommendations instead of static reporting delivered after the fact. Real-time intelligence lets activation and curation adjust to context and timing while a campaign is still running. Every one of our capabilities runs on the same transparent, governed foundation that makes the rest of our connective layer trustworthy, which is what keeps AI-driven decisions accurate and accountable, not just fast.
Experian is an independent identity and data partner. We work across the agencies, platforms, publishers, commerce media networks, and clean rooms a network already uses, which keeps identity strategy flexible as the ecosystem changes. Ownership, pricing, and partner priorities all move over time. A network with more than one path to identity and activation keeps its options open.
Case study: How our infrastructure enhanced addressability by 300% for a leading retail media network
A leading RMN has worked with Experian since 2021 to better understand its customers, organize first-party shopper data, and activate audiences across the digital ecosystem. Experian supported this RMN in reducing reliance on third-party cookies by anchoring shopper data to more stable digital identifiers, including mobile ad IDs (MAIDs), hashed emails (HEMs), CTV IDs, and Unified ID 2.0 (UID2). As a result, addressability across owned platforms and programmatic channels increased by nearly 300%. This improvement supported more consistent reach and measurement throughout the shopper journey.
How does Experian help commerce media networks grow media revenue?
Experian helps commerce media networks grow media revenue by:
- Knowing who its shoppers actually are
- Packaging that knowledge into audiences advertisers will pay for
- Activating those audiences at maximum scale beyond its own inventory
- Proving what the media did
Connect fragmented customer data to one identity
Every commerce media network captures authenticated first-party data, online or offline. On its own, that data covers only part of a customer or household’s addressable footprint, and it’s usually spread across loyalty, e-Commerce, CRM, and point-of-sale systems that were never designed to agree with each other. We resolve those records to a single persistent profile, then connect that identity to digital environments. Our identity foundation covers 250 million U.S. consumers and 126 million U.S. households, extended across more than 4.2 billion devices and trillions of digital signals.
Networks get fewer duplicate customers, more complete household views, and higher match rates in the platforms they already activate through. Every audience and measurement result downstream gets more reliable at the same time. Every CMN captures authenticated first-party data, whether collected online or offline. On its own, that data represents only a portion of a customer or household’s addressable footprint. By connecting to Experian’s identity graphs, CMNs gain a broader view of their customers across offline and digital environments, supported by coverage across 126 million households, 250 million individuals, and 4.2 billion digital IDs.
Work with more partners without renegotiating how data moves
Every step a network takes beyond its own environment raises the same question from legal and privacy teams. Where does the data go, who can see it, and what happens to it after the campaign.
Those questions are where commerce media programs stall. Loyalty and transaction data is the most valuable asset a network has and the most tightly governed, and raw customer records usually cannot move between a retailer, a brand, and an activation partner at all. Collaboration has to run on matched, permissioned outputs.
Experian supports that collaboration across the ecosystem. Networks can work with advertisers, agencies, publishers, and measurement partners through Experian’s environment, through crosswalks inside their own infrastructure, or through vetted clean room partners. Match happens on privacy-protected identifiers, so partners can measure overlap, build shared audiences, and evaluate outcomes while each side keeps its records.
Understand shoppers beyond what they bought
SKU-level purchase data shows what someone bought. Advertisers increasingly buy on the fuller picture: who that shopper is, what else they are in the market for, and what shapes the decision.
We add that real-world context. Networks can build customer profiles that go deeper than purchase behavior alone, incorporating demographics, lifestyle attributes, TrueTouchSM, Mosaic® USA, and more. These insights help networks identify high-value segments, understand the customer journeys behind their transaction data, and create differentiated audiences at scale. Audience insights also work as a pre-sales tool, giving sellers something specific to walk an advertiser through before a dollar is committed. That same context is what makes a network appeal to advertisers outside its core categories, which is where a growing share of commerce media revenue is coming from.
Build audiences advertisers will pay more for
Commerce media networks can enrich first-party data with Experian Marketing Data to build custom segments for advertisers. More than 5,000 Marketing Attributes are available, with an average of 250 attributes per consumer, spanning demographics, lifestyle, media preferences, and behavioral signals.
Teams can build, model, and expand those audiences in one place through Audience Engine, drawing on more than 3,500 syndicated audiences from 20+ third-party data providers and activating across more than 200 media platforms, and package first-party audiences alongside trusted third-party data sets through Partner Audiences. Both widen what a network can sell and who they can sell to, without expanding the technology they have to build.
Attract advertisers outside your categories
Endemic advertisers, the brands that sell their products through the network, are finite. The brands that sell through it will only fund so much, and competition for that spend is what compresses rates.
Non-endemic demand is the release valve. These are advertisers with nothing on the shelf: financial services, telecom, travel, and automotive brands that want access to verified shopper audiences and are bidding on different placements. A non-endemic buyer needs demographic, lifestyle, and behavioral context to recognize their customer inside a shopper audience described by one retailer’s categories.
Enrichment gives a network that vocabulary. The same audiences already serving endemic advertisers become legible and buyable to advertisers who have never sold a product in the store, which turns audience monetization into a second revenue line rather than a bigger share of the first.
Extend reach beyond owned inventory
On-site is the most profitable inventory a network owns. It’s also the inventory that runs out first. Off-site is where the next increment of revenue is, and off-site spending is currently growing at roughly twice the rate of on-site.
Off-site runs on different economics and different controls. Margins are thinner, typically 20% to 40% against 70% to 90% on-site, transparency takes more work to maintain, and audiences have to hold their quality once they leave the environment that created them. That’s what the activation layer solves for.
Networks can move audiences from owned platforms into programmatic, connected TV, and social, applying the same identity consistently across more than 200 social, programmatic, TV, curated media, clean room, and partner environments, including The Trade Desk and Magnite through Experian’s Third-Party Onboarding, supported by self-service tools, native integrations, and transparent pricing. Third-Party Onboarding offers data providers a 50% increase in programmatic addressability and a 73% increase in CTV addressability.
Curation brings a network’s audiences and premium off-site inventory together into private marketplace deals, so the audience and the supply travel as one package and advertisers get scale without giving up relevance. Experian can manage those deals through Curated Deals, and networks ready to build and price their own can self-serve through Deal Engine. Either way, the network’s first-party data stays at the center of the offer.
Turn measurement into a reason advertisers reinvest
Measurement decides where next quarter’s budget goes. Networks that help advertisers prove incremental business impact tend to keep and grow those budgets. When proof stops at attributed ROAS, the conversation moves to price.
The obstacle is structural. A network sees what happened inside its own environment. The comparison an advertiser needs also covers what those shoppers did everywhere else, which is how incremental sales get separated from sales that would have happened anyway. Commerce media measurement is still inconsistent across networks, and no single partner changes that. What a network controls is whether its measurement rests on one consistent identity foundation, which is what makes results comparable across channels and defensible to a buyer.
“Accurate data is the backbone of effective commerce media strategies, and Experian’s top-tier data solutions are critical for precise targeting and audience delivery. Experian’s advanced capabilities in data onboarding, customer audiences, and robust identity graphs allow advertisers to seamlessly reach the right audiences.”
NexChapter IncArt Sebastian, CEO
How can commerce media networks partner with Experian?
Experian can partner with CMNs regardless of the challenges they’re looking to solve. Some need identity quality before anything else works. Some have clean data and want a path off-site. Some can activate anywhere and want to prove incrementality to a buyer asking harder questions than last year.
Experian works across whichever of those layers is the constraint, alongside the partners a network already has. Tell us where your network is today and we’ll show you what changes first.
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FAQs
A commerce media network is a retailer, marketplace, or publisher that sells advertising against its own first-party shopper or customer data, typically across on-site placements, off-site media, and connected TV. Commerce media networks compete for advertiser budgets by proving they can reach real shoppers and show how that media affected sales.
Experian helps commerce media networks increase revenue by resolving fragmented first-party data into one identity, turning that identity into audiences advertisers want to buy, activating those audiences beyond owned inventory, and proving the media’s impact on sales. This turns a network’s existing customer data into packaged, sellable, and measurable audiences across on-site and off-site inventory.
Working with Experian doesn’t mean replacing a network’s existing identity or activation partners. Experian strengthens the data and identity foundation underneath existing onboarding, activation, and clean room relationships, so networks keep what already works and add capability where it’s missing.
Experian stays neutral across the commerce media ecosystem instead of operating as a competing network, a walled garden, or an identity graph trying to own the record. That neutrality lets Experian’s infrastructure sit underneath a network’s own systems and an advertiser’s first-party data at the same time, without either side losing visibility into who can see their data.
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Adapt with Tapad, a part of Experian Leading browsers have made public announcements and technical deployments to reduce the digital advertising accessibility of third-party cookies for data collection, storage, and sharing due to growing privacy concerns. As a result, there has been growing momentum to find an alternative via cookieless IDs, with the intent to create a replacement that helps ensure continuity across the ecosystem. At Tapad we’ve chosen to approach the market with a solution that provides agnostic interoperability for these cookieless identifiers, so that marketers can continue to work with the identity providers of their choice while maintaining the most holistic view of consumers across digital touchpoints. Introducing switchboard Switchboard is a module within The Tapad Graph that leverages our core capabilities across machine learning and identity management to provide a connection between traditional digital identifiers and the new wave of cookieless IDs that will be utilized in the future. Customers of Tapad can take advantage of its broad ecosystem of identifiers to drive targeting and frequency capping strategies and enable detailed measurement and attribution post-deprecation of the third-party cookie. Our goal is to accelerate the adoption, scale, and utility of cookieless IDs with the release of the Switchboard module within The Tapad Graph, while maintaining an agnostic approach to the market. Switchboard for identity solutions In the evolving landscape agencies and marketers will need to invest, test, and analyze the best combination of cookieless ID partners to meet their objectives. The Switchboard module will increase the utility and value of the cookieless ID space in conjunction with other addressable IDs, by providing a layer of connectivity that will be natively missing with the deprecation of third-party cookies. Identity solutions at launch: Switchboard for graph customers For existing Tapad customers who leverage the Switchboard module in The Tapad Graph, it will provide a seamless way to facilitate interoperability while resolving identity back to a Household or Individual. By providing this translation layer, Tapad will take on the responsibility of encryption and decryption protocols where applicable, which will deliver added functionality to our customers. Tapad + Experian partners at launch: Use cases Resolve existing first-party data with new cookieless solutions through The Tapad Graph to minimize data loss Frequency cap at the Individual and Household level via Cookieless and traditional ID Reach consumers at scale across all touchpoints and IDs Build a more inclusive and holistic view of the consumer journey Run accurate and scalable measurement before and after the formal deprecation of third-party cookies in Chrome Map online data into offline activities Hear why industry leaders are adapting with Tapad + Experian As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, a part of Experian, on this next-generation solution to provide a comprehensive view of consumers. With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs. — Bryan Everett | Senior Vice President of Global Business Development | Amobee Connecting offline and online shopper activity in a privacy-compliant way is fundamental to marketing effectiveness and determining return on ad-spend. That’s why we’re excited to be a launch partner for Tapad + Experian’s Switchboard offering; it provides a unified solution for supporting the variety of proprietary and anonymous user ID standards required by advertising demand-side platforms today. — Brian Dunphy | SVP Digital Business and Strategic Partnerships | Catalina As the industry evolves, Tapad + Experian’s Switchboard presents a privacy-safe solution that allows for the continued activation of data and an alternative to advertising within walled garden environments. We look forward to collaborating with Tapad and the industry as we collectively transition to support cookieless identity. — Don Lee |SVP of Global Platform Partnerships | Eyeota We are excited to participate in this proactive solution to the sunset of third-party cookies. Switchboard’s agnostic interoperability, with BritePool and other ID providers, will create high-value for marketers as they transition to the era of cookieless web advertising. — David J. Moore | CEO | BritePool Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens. Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players. — Pierre Diennet | Global Partnerships | Lotame At this pivotal moment in the industry, we are excited to be partnering with Tapad, a part of Experian on their cookieless initiative and making Retargetly IDx available into the Switchboard solution, providing global brands, platforms and publishers with a compliant, cookieless ID solution for the Latin American market; enabling them to target, reach and measure users at scale through the region. — Daniel Czaplinski | CEO and Co-Founder | Retargetly With Audigent’s Halo ID, we’re architecting a cookieless future where clients and partners have confidence in the actionability and interoperability of exclusive 1st party audiences, originated from some of the world’s leading publishers and creators. We see collaboration as being critical to a collective understanding of identity and Tapad, a part of Experian as a trusted partner with solutions such as Switchboard to support continuity for marketers’ addressability. — Drew Stein | CEO and Founder | Audigent Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5’s cookie-less IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie. — Mathieu Roche | CEO and Co-Founder | ID5 Addressing the current identity challenge requires transparency and collaboration. We are pleased to align ShareThis data with Tapad + Experian’s growing ecosystem. ShareThis data helps marketers evolve beyond the cookie to complete the picture. Tapad + Experian’s Switchboard offering will support ShareThis’s deep connections to clients and technology platforms, preserving and growing the accessibility of our data. — Michael Gorman | SVP Product and Business Development | ShareThis Get in touch
With the emergence of email addresses as a currency for brands to communicate with their consumers offline; attaching email data to in-store purchases lays the groundwork for future advertising strategies. However, this advantage in having an additional digital touchpoint also creates a new challenge for marketers. How do they connect what they know about their customers via offline data and PII, or personally identifiable information, with what they want to know about their online behaviors and interactions? Taken a step further, how can they create actionable strategies that connect these two streams of consumer insights in order to drive them to make more future purchases; and even become loyalists? At a time when the shift from traditional to online shopping feels more like a landslide; connecting online and offline data has never been more valuable or more urgent. The solution for these marketers lies in the framework of identity resolution; and a key capability called hashed email onboarding. Hashed email onboarding is a privacy-safe way to connect consumer email addresses to their related digital devices and other digital identifiers. The methodology prevents the consumers actual email address from being readable; while still providing marketers a connection between those emails and other touchpoints for an individual. Instead of understanding the customer journey in two distinct parts; how they interact with a brand or company offline and separately how they interact with a brand online; hashed email onboarding allows for the two parts to be woven together in a holistic view of that consumer. The power of connecting these data sets can be seen when combining offline and online attribution and measurement to improve frequency capping and look-alike modeling. It’s important to note that not all identity resolution vendors that onboard hashed emails function in the same way or provide the same level of data. Some connect only to desktop or only to mobile devices; while others don’t actually make direct linkages at all- they simply provide the hashed emails as a targetable digital audience for upload. While hashed email onboarding and the connection between offline and online data is a powerful strategy; it needs to be as structured as possible across the most data available to reveal truly efficient targeting and measurement strategies. Tapad, a part of Experian has built a hashed email product feature that works with the existing flexibility of The Tapad Graph to deliver the most holistic consumer view in the structure that works best for your business objectives. Get in touch
To our valued customers and partners, it’s been an exciting week here at Tapad! As announced in a press release this morning, Tapad is now a member of the Experian family. We’re thrilled to continue to grow as a leader in identity resolution under the umbrella of a global expert in data, analytics and technology. Tapad and Experian are deeply connected by our commitment to serving the needs of our customers; and with a focus on quality of the data we provide, we have a common goal for the future of identity in the advertising ecosystem. As part of this announcement, we wanted to assure you, our valued customer, that we remain deeply committed to serving you today just as we always have. Nothing will change in your daily operations with Tapad. Experian immediately recognized that the success and growth of Tapad was directly tied to the strength and depth of its team members. As such, the acquisition will not result in any changes to day-to-day contacts at Tapad, or processes with weekly graph deliveries and other product support. Experian’s faith and investment in Tapad’s future and the future of identity resolution underscores what we’ve always believed our products could achieve and that we will be able to continue serving brands, advertisers, publishers, and the advertising and marketing ecosystem for years to come. On a personal note, I am excited to be transitioning my role as Chief Operating Officer of Tapad to the General Manager position of a global business that’s achieved exponential growth over the past several years; culminating in this strategic acquisition that will no doubt bring even more value to our customers in the future. We remain committed to open communication and welcome any questions you may have. Thank you,Mark Connon | General Manager, Tapad Contact us today