At A Glance
First-party data creates value when marketers activate it. In 2026, leading brands will move beyond data collection by connecting, enriching, and activating their first-party data across channels. With identity as the foundation, first-party data activation improves relevance, efficiency, and measurement. Experian helps marketers turn static records into scalable audiences that perform across media.Why does activation expand the value of first-party data?
First-party data already delivers value through insight, personalization, and owned-channel engagement. In 2026, marketers expand that value by activating first-party data across owned and paid media channels. Activation is how existing data investments scale beyond CRM into broader audience strategies.
Simply capturing customer data used to feel like a win. Building a CRM, capturing emails, and logging transactions delivered valuable insights and fueled owned channels like email and direct mail. But that was largely where activation stopped.
In 2026, that mindset is no longer enough. Owning first-party data is now just the starting point. The real advantage comes from what marketers do next. Safely turning static records into addressable, scalable audiences is where first-party data can continue to prove its value.
How are marketers shifting from data collection to data connection?
As signals fragment, marketers are shifting from data collection to data connection to make first-party data usable across channels. Experian supports this shift by helping marketers onboard and resolve their data into a clean, connected foundation using our identity graphs. Connecting offline and online interactions allows brands to unify customer data across touchpoints to make it actionable. That connection enables more use cases, from audience activation and measurement to personalization and cross-channel optimization.
Most brands recognize the value of their own data. Fewer have the infrastructure to make it work across the media ecosystem. Data often sits in silos, disconnected from activation platforms, analytics, and measurement. Without the ability to unify, enrich, and deploy that data, first-party data remains underutilized.
In 2026, leading marketers are closing that gap by turning first-party data into audiences they can reach across owned and paid channels, bringing consistency to targeting and measurement. That same connectivity also enables better suppression, allowing brands to avoid targeting existing customers in prospecting campaigns. For consumers, this reduces irrelevant and repetitive ads. For marketers, it improves efficiency and protects the customer experience.
With Experian’s identity foundation in place, first-party data becomes usable across the media ecosystem. Marketers can enrich their first-party data with behavioral, demographic, and lifestyle insights, combined with trusted partner data, and activated across channels like social, programmatic, and TV, from a single environment.
Why is first-party data becoming central to media planning?
First-party data has become central to media planning because it gives marketers control, consistency, and continuity across channels. As media environments fragment, first-party data provides a stable signal that supports activation, personalization, and measurement at scale.
Rather than relying on any single data source, marketers are increasingly combining their own first-party data with trusted third-party and partner data to extend reach, improve relevance, and fill gaps in their own insights. Doing so effectively requires deterministic matching, privacy-first infrastructure, and partners that can support both owned and syndicated data at scale.
This approach allows brands to maintain control over their customer relationships while continuing to utilize third-party data for prospecting, modeling, and performance optimization across channels. As a result, first-party data activation is now central to how media strategies are planned and executed.
2026 Digital trends and predictions report
Our 2026 Digital trends and predictions report is available now and reveals five trends that will define 2026. From curation becoming the standard in programmatic to AI moving from hype to implementation, each trend reflects a shift toward more connected, data-driven marketing. The interplay between them will define how marketers will lead in 2026.
What business impact does first-party data activation deliver?
First-party data activation delivers measurable business impact, including:
- 70% of B2B marketers plan to increase their use of first-party data, more than any other data strategy.
- 67% percent of brands and 80% of publishers expect to grow their first-party data sets in the next year.
- The payoff is tangible. Activating first-party data can reduce customer acquisition costs by up to 50% and drive a 10-15% lift in revenue.
Activation drives efficiency. Brands that put their own data to work see lower acquisition costs and stronger revenue lift. These gains come from relevance. When marketers activate audiences built from known customer relationships, they reduce waste and optimize toward outcomes that matter.
Experian’s Audience Engine supports this model at scale. Audience Engine helps marketers onboard and activate first-party data through a single unified platform. It connects more than 3,500 syndicated audiences, over 50 media platforms, and 20+ third-party data providers. Marketers can combine, gain insights from, and deploy first-party data quickly.
What should marketers plan for first-party data activation in 2026?
In 2026, marketers should plan for first-party data to operate across onboarding, activation, and measurement as a connected workflow. Planning now centers on interoperability, scalable activation tools, and privacy-forward enrichment rather than isolated data use cases. Identity underpins each of these three shifts.
Why first-party data activation matters to marketers in 2026
In 2026, first-party data delivers value when marketers activate it across channels. The opportunity is to extend the value of what already exists through activation, enrichment, and identity-led connection across channels. That means uncovering insights within your existing customer base, building lookalikes from your highest-value audiences, and activating those segments across every channel.
With Experian’s Audience Engine, marketers can onboard, enrich, and activate their first-party data in one secure, interoperable platform. Identity connects to outcomes. Performance becomes measurable. Privacy stays at the core.
To explore this trend and the others shaping marketing in 2026, download our 2026 Digital trends and predictions report.
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About the authors
Doug McLennan
Sr. Director, Product Management, Experian
Doug McLennan is the Senior Director of Product Management at Experian Marketing Services where he is focused on product strategy for activation. His past work includes managing syndicated audiences at Oracle Data Cloud and building personalized video ad products at an agency. Doug lives in Colorado and skis as much as his family will allow.
Rachael Weinstein
Director of Product Management, Experian
Rachael Weinstein is the Director of Product Management at Experian Marketing Services where she is focused on product strategy. Previously, she held product roles in advanced TV at WarnerMedia and worked in analytics across multiple startups.
First-party data activation FAQs
First-party data activation means using a brand’s own customer data to build addressable audiences across paid and owned channels. Experian’s identity spine connects, enriches, and activates that first-party data consistently while preserving control and privacy.
First-party data needs identity to connect customer records across devices, platforms, and environments into a unified view. Experian identity resolution makes it possible to activate, measure, and manage frequency consistently across paid and owned media.
First-party data activation improves efficiency by reducing waste and increasing relevance. Marketers focus spend on known and modeled audiences, suppress existing customers in prospecting, and optimize toward outcomes rather than impressions.
Experian supports first-party data activation by resolving, enriching, and activating customer data using identity as the foundation. Through Audience Engine, Experian enables onboarding, audience creation, cross-channel activation, and measurement within one environment.
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Study reveals that brands with more mature identity programs were significantly more likely to be successful in achieving their key objectives Tapad, a part of Experian, a global leader in cross-device digital identity resolution and a part of Experian, has commissioned Forrester Consulting, part of a leading research and advisory firm, to conduct a new study that evaluates the current state of customer data-driven marketing and explores how marketers can use identity solutions to deliver privacy safe and engaging experiences, in an evolving data landscape. The study highlights the changing ground rules for digital marketing and the threat that poses to marketers’ ability to deliver against long standing KPIs and campaign goals. Nearly two-thirds (62%) of respondents said that the forces of data deprecation will have a significant (40%) or critical (21%) impact on their marketing strategies over the next two years. Among those surveyed, identity resolution strategies have surfaced as an opportunity to create more powerful customer experiences, with 66% aiming to have it help improve customer trust and implement more ethical data collection and use practices, while nearly 60% believe it will point the way to more effective personalization and data management practices. Although organizations are eager to implement identity resolution strategies, a complex web of solutions and partners makes execution a challenge. For example, respondents report using at least eight identity solutions on average, across nearly six vendor partners, and they expect that fragmentation to persist in the ‘cookieless’ future. Additionally, brands’ identity resolution technologies typically represent a patchwork of homegrown and commercial solutions. Eighty-one percent of respondents use both in-house and commercial identity resolution tools today, and 47% use a near-equal blend of the two. Despite the challenges, many brands have the foundation for a strong identity resolution strategy in place, and they are thriving as a result. Specifically, more mature brands were 79% more successful at improving privacy safeguards to reduce regulatory and compliance risk, 247% more successful at improving marketing ROI, and over four times more effective at improving customer trust compared to their low-maturity peers. Additional insights include: Marketers Are Increasingly Playing a Key Strategic Role Within the Organization, But There is a Mandate to Demonstrate Value. Nearly three-quarters of respondents in our study agree the marketing function is more strategically important to their organization than it used to be, while almost two-thirds agree there’s more pressure than ever to prove the ROI or business performance of their activities. Consumers Expect Brands to Deliver Engaging Experiences Across Highly Fragmented Journeys: Tapad, a part of Experian found that 72% of respondents agree that customers demand more relevant, personalized experiences at the time and place of their choosing. At the same time, 67% of respondents recognize that customer purchase journeys take place over more touchpoints and channels than ever, and 59% of respondents agree that those journeys are less predictable and linear than they once were. Marketing Runs on Data, But the Rules Governing Customer Data Usage are Ever-Evolving: According to the study, 70% of decision-makers agree that consumer data is the lifeblood of their marketing strategies – fueling the personalized, omnichannel experiences customers demand. At the same time, 69% of respondents recognize that customers are increasingly aware of how their data is being used. At least two-thirds agree that data deprecation, including tighter restrictions on data use (66%), as well as operating system and browser changes impacting third-party cookies (68%) means that legacy marketing strategies are unlikely to remain viable in the long-term.“ Our latest survey findings give us a better understanding of how our customers and other companies around the world are trying to master the relationship between people, their data and their devices,” said Mark Connon, General Manager at Tapad, a part of Experian. “This research shows why it's fundamental for the industry to continuously work to develop solutions that are agnostic. Tapad, a part of Experian has worked tirelessly to deliver on this with our Tapad Graph, and by introducing solutions like Switchboard to help the evolving ecosystem and in turn helping customers reap the benefits of better identity in both short and long-term.” The study is founded on an online survey of over 300 decision-makers at global brands and agencies, which was fielded from March to April, 2021. Data deprecation and identity are fast-developing, moving targets, so this study delivers targeted insights and recommendations for how to prepare for coming shifts in customer data strategies – whether they manifest tomorrow or a year from now. Get in touch
With the recent announcement of delaying third-party cookie deprecation to 2024, the industry has more time to rethink how to identify and communicate with consumers.
As today’s digital landscape gets more and more complicated there are more ways for brands to connect with users and drive purchases and more ways for ad tech to target and measure those touch points. As in-person shopping picks up steam due to the re-normalization of society post-COVID 19; the connection between digital ads and in-person purchases needs to be made once again. With the rise of Connected TV throughout the pandemic there are even more digital opportunities to target a user. But how do you make sure that those brand engagements are captured and correctly attributed to offline purchases and conversions? The answer lies in a holistic identity resolution strategy. Cross-device identity resolution with The Tapad Graph connects the identifiers and devices of individuals within a household to each other; enabling targeting, frequency capping, extension, segmentation and measurement or attribution between devices; including Connected TV and hashed (privacy-protected) email addresses along with Cookies, Mobile Ad Ids and IP Address. Brands can join their first-party data to The Tapad Graph to execute strategies that connect online and offline data for pre, mid and post-campaign efficiencies. Let’s imagine a scenario in which an outdoor retail brand is targeting users watching specific content on a Connected TV device. Powered by identity resolution, they start with a general ad on CTV and continue targeting down individual paths with each user. When one of them converts in store and makes a purchase; the outdoor retailer can connect that action through location and in-store traffic data with the cross-device identity resolution used to execute the digital campaign. Now the actions of the user online and offline are resolved for more accurate measurement and attribution after the campaign ends. But it doesn’t stop there– the brand's CRM data can be reactivated for the next digital campaign and leveraged to capitalize on the most effective media mix for the user who made the purchase previously. These combined insights can be invaluable in shaping up future campaign strategies with geo-contextual ads, recommended additional products and personalization to help drive more conversions and purchases in-store or online. As in-person shopping picks back up and marketers are tasked once again with balancing online and in-store KPIs, the right identity resolution strategy can unlock necessary efficiencies for retailers, ad tech vendors and agencies tasked with supporting these initiatives. Get in touch