CES 2025 will be an exciting opportunity to explore how we can work together to shape the year ahead. Here are four themes we expect to take center stage at the event.
“There is no better way to kick off the calendar year than with clients and industry peers that are excited to collaborate on new business opportunities. People come straight off the holidays energized by CES and with a pipeline of deals to work on for the coming month. In-person meetings always trump virtual calls and everyone in the industry comes together to make it a fruitful week.”
Crystal Jacques, Head of Enterprise Partnerships
1. Addressability in a signal-loss world
Addressability has become a cornerstone in AdTech as brands aim to deliver personalized experiences while navigating evolving privacy regulations and signal loss. This shift has prompted advertisers to rethink how they reach and engage audiences. In this environment, alternative identifiers such as UID2 and ID5 have gained traction, offering brands new avenues to target consumers across platforms while respecting privacy. Addressability has shifted from a straightforward tracking mechanism to a multifaceted strategy that combines identity solutions, contextual insights, and collaboration across the ecosystem.
ID Bridging and the new OpenRTB 2.6 specs
As the industry loses identity signals, it becomes increasingly difficult to identify audiences on the supply-side and make them reachable for the demand-side.
The supply-side has used the practice of ID bridging to do just that. ID bridging is the supply-side practice of connecting the dots between available signals to infer a user’s identity and communicate it to prospective buyers. This practicesparked debate, as buyers want full transparency into the use of a deterministic identifier versus an inferred one.
“The OpenRTB 2.6 specifications are a critical step forward in ensuring transparency and trust in programmatic advertising. By aligning with these standards, we empower our partners with the tools needed to navigate a cookieless future and drive measurable results.”
Michael Connolly, CEO, Sonobi
The industry needs widely accepted standards, and that’s what we believe the industry has with the IAB Tech Lab’s OpenRTB 2.6. The specifications dictate the data the supply-side needs to include in the Primary ID and Enhanced Identifier (EID) fields. In doing so, the demand-side receives more transparent information on when bids have inferred IDs and where they came from.
As authenticated signals decrease due to cookie deprecation and other consumer privacy measures, we will continue to see a rise in inferred identifiers. Experian’s industry-leading Digital Graph has long supported both authenticated and inferred identifiers, providing the ecosystem with connections that are accurate, scalable, and addressable. Experian will continue to support the industry with its identity resolution products and is very supportive of IAB’s efforts to bring transparency to the industry around the usage of identity signals.
2. Commerce media consolidation
As the world of commerce media expands beyond traditional retail media, we’re seeing a surge of networks across various verticals—financial, travel, and beyond—all competing to capture shoppers’ attention. With each company independently building its own media network, the need for strategic partnerships has never been more evident. Key players face challenges in scaling these networks and meeting growth targets due to infrastructure and funding limitations. In response, the industry is shifting toward partnerships – and potentially consolidation – to create networks that allow advertisers to reach customers across the entire shopping journey – from digital to in-store.
To succeed, commerce media networks must form strategic partnerships to enhance their data and identity capabilities and provide advertisers with a complete view of their customer.
“With annual growth in billions of dollars, the revenue potential for RMNs is massive. Organizing customer data, segmenting customers, generating insights, creating addressable audiences, and activating campaigns are all critical steps for a RMN to realize that revenue potential. RMNs should select a partner that provides the data, identity and analytical resources to create the winning formula for marketers, customers and retailers.”
Steve Zimmerman, Director of Analytics
With Experian’s expertise in data and identity solutions, commerce media networks can overcome data fragmentation, create high-quality audiences, and maximize addressability across their entire customer base. This collaborative, partner-led approach empowers retailers to utilize their first-party customer data but not be limited by in-house resources. As the commerce media space matures, those who embrace these partnerships and data-driven solutions will be well-positioned to capture the full potential of this expanding market.
3. Navigating complex privacy regulations
With privacy concerns intensifying, consumers are more conscious about data usage, and a series of state-level privacy laws are poised to take effect across the U.S. Multiple state-level laws makes compliance more challenging for marketers since no two laws are the same. While a federal privacy law remains unlikely for 2025, discussions around data ethics, compliance, and transparency will be prominent at CES, especially as a new administration assumes office.
Our privacy-forward audience solutions
Our Geo-Indexed and Contextually-Indexed Audiences help marketers reach the right consumers while prioritizing data privacy. Created without sensitive personal information, these audiences utilize geographic and contextual signals – not personal identifiers — to offer relevant targeting. These new tools provide both privacy and accuracy, giving advertisers and publishers a competitive edge.
“By embracing innovations in geo-based targeting and adhering to responsible data strategies, you can not only comply with these laws but continue to reach your intended audiences effectively.”
Jeremy Meade, VP, Marketing Data & Operations
As privacy regulations evolve, marketers need trusted allies who can provide transparent, compliant solutions. With deep roots in data protection and security, you can confidently partner with Experian as we proactively stay ahead of regulations and strictly follow all consumer privacy laws.
4. Rise of curation
As privacy regulations and signal loss reshape the AdTech ecosystem, curation can optimize programmatic campaigns by connecting advertisers with valuable audiences. This emerging trend utilizes audience, contextual, and supply chain signals to curate high-quality inventory packages for advertisers. By blending insights with inventory, curation ensures greater addressability, efficiency, and performance for both advertisers and publishers.
Supply-side platforms (SSPs) are taking a more active role in curating audiences and inventory. SSPs now collaborate with data providers to match buyer and publisher first-party data in real-time, creating curated private marketplaces (PMPs) that deliver transparency, efficiency, and improved match rates. SSPs can send deal IDs to multiple DSPs, which allows advertisers to deploy audience-based campaigns without restrictions on which DSPs or identifiers can be used.
However, curation isn’t without challenges. It can add complexity, lead to redundant buys, and even reduce publisher control over inventory. Transparency, quality benchmarks, and strategic partnerships will be critical for maximizing the benefits of curation in 2025.
Experian, in partnership with Audigent and others, is at the forefront of enabling privacy-forward curation strategies. Experian and Audigent’s combined capabilities bring together first-party publisher data, contextual signals, and advanced identity resolution to create curated PMPs that empower marketers to deliver precise, impactful campaigns.
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Supply-side platforms (SSPs) are expected to deliver more than inventory—they’re being asked to support sell-side targeting strategies, campaign results, and proof of performance. To meet that demand, SSPs need more than access to inventory. They need better data, better tools, and a way to bring it all together. Experian’s solutions for SSPs We built Experian’s solutions for SSPs with that demand in mind. By combining identity resolution, audience targeting, and third-party measurement, we help platforms move beyond basic transactions. Whether you’re doing sell-side targeting, supporting direct deals, or looking to support campaign validation, our tools make it easier to create value for buyers—and keep them coming back. Our solutions that help SSPs: Resolve identity across digital touchpoints using our industry-leading Digital Graph Build differentiated audiences using over 2,400 Experian Audiences and Partner Audiences in Audience Engine Support advertiser-direct relationships with tools to create, activate, and host custom segments Measure real outcomes like in-store visitation and sales through Outcomes, our third-party validated reporting suite Together, these capabilities allow SSPs to produce data-driven deals, increase addressability, and meet buyer demand for smarter, more measurable media. Campaign snapshot: Yieldmo + Experian Yieldmo, an advertising platform known for its creative formats and data-informed approach, has already put this solution to work. Here’s how they built a custom strategy for a major athletic retail client using Experian\’s joint solution for SSPs. The challenge: Drive in-store traffic and reach new buyers Yieldmo supports a leading athletic retailer’s seasonal campaigns focused on in-store traffic. This advertiser wanted to reach new buyers—specifically those who might otherwise shop with a competitor. To do this, they needed access to strong audience segments with reliable data and the flexibility to act quickly across channels. This was the first time Yieldmo applied Experian Audiences to this retailer’s campaigns. The stakes were high: the client was looking for better in-store outcomes and a more streamlined activation workflow. The solution: Experian\’s activation solution for SSPs Using Experian’s Audience Engine, which includes our proprietary and third-party data marketplace, Yieldmo built a flexible, high-performing media plan that spanned display inventory and included both conquesting and primary in-store shopper segments. The team selected and activated: Apparel and footwear audiences built from Experian and partner data providers In-store shopper segments targeting retail behavior signals Competitive purchasers to capture likely buyers from other athletic brands Our data marketplace allowed Yieldmo to combine Experian Audiences with Partner Audiences from providers like Alliant, Circana, Sports Innovation Lab, and Webbula—all in one place. Manual audience creation used to take days. Now, Yieldmo can build and activate campaigns through a streamlined, self-serve workflow. By working in the Audience Engine platform, Yieldmo was able to avoid multiple contracts and manual requests. They filtered audiences by brand, tailored segments to their goals, and launched without delays. “Experian’s data marketplace in Audience Engine fills a critical gap—letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast.”Abby Littlejohn, Director of Sales Planning, Yieldmo The results: Expected lift in store visits While final in-store lift results are pending, the early performance metrics are promising: Click-through rates are at and above historical benchmarks across both conquesting and primary shopper segments. Using Audience Engine’s self-serve tools, Yieldmo created audiences faster and more easily. They reduced their workload by minimizing the need for manual data wrangling. “We include Experian audience segments in 80% of formal RFPs. Between contract simplicity, data quality, and campaign results, Experian has become our go-to for third-party audience targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo Download the full case study Bring this to your platform Whether you’re looking to monetize more effectively, build deeper advertiser relationships, or stand out with sell-side targeting offerings, we designed Experian’s solutions for SSPs to do exactly that. With our industry-leading Digital Graph, over 2,400 syndicated audiences, partner data, flexible self-serve tools, and outcome-based measurement, SSPs can now move faster and go further—without compromising scale or precision. Get in touch with our team Latest posts
After another week under the sun at Cannes Lions 2025, one thing is abundantly clear: our industry is done talking about possibilities — it’s ready to act. From speaking engagements to packed suite meetings, and even stateside through our “Can’t Cannes” activations, the appetite for change was real — and we were right at the center of it. A front-row seat to innovation Experian made a powerful impact across the Croisette, partnering with Audiostack, Basis, Infillion, IQVIA, Magnite, NextRoll, Odeeo, OpenX, The Female Quotient, and the Unplugged Collective x The Digital Marketer, to contribute to some of the week’s most insightful conversations. Our thought leaders were everywhere—on stage, in studio interviews, at executive roundtables—offering a clear voice on retail media growth, pharma advertising disruption, AI innovation, and identity-driven personalization. Three themes that defined the week 1. AI gets real If 2024 was the year of AI buzz, then 2025 is the year AI found its footing. Conversations shifted from “what if” to “what now.” While the promise of AI was front and center, conversations with clients and partners highlighted that we’re still in the foundational phase. Real-world applications—from creative optimization to predictive segmentation—are gaining traction, but long-term value will depend on robust data architecture and trustworthy identity frameworks. MiQ and PMG debuted AI-integrated platforms that demonstrated how AI can automate creative, optimize budget allocation, and personalize media in real time. AI has moved from sidekick to strategist. \”Last year it was all about AI, but in a very general sense. This year, it’s about specific applications — a clear sign AI is evolving from a talking point into product.”Budi Tanzi, VP, Product 2. Outcomes > impressions Outcomes may have been a buzzword at Cannes, but as several industry leaders pointed out, simply saying “we drive outcomes” isn’t enough—it risks sounding like table stakes. In today’s performance-driven environment, what matters is how companies define and deliver those outcomes in unique ways. The most compelling conversations weren’t about generic promises, but about clear strategies: challenging assumptions, leaning into strengths, and making specific choices that tie data, media, and technology to measurable impact. \”By using consistent identity across planning, activation, and measurement, marketers can connect ad exposure to real-world outcomes—whether that’s an online conversion, an in-store visit, or a new customer relationship.\”Chris Feo, Chief Business Officer 3. Curation isn\’t just a tactic Curation is quickly becoming the industry’s preferred approach to cutting through complexity. As marketers contend with signal loss and inconsistent inventory quality, the shift from broad access to intentional activation is gaining momentum. At Experian, we see curation not just as packaging, but as strategic alignment—where identity, data, and inventory come together in purpose-built environments that reduce waste, enhance safety, and drive performance. \”Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional DMP-to-DSP activation flow, curation allows buyers to leverage supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers.\”Drew Stein, Managing Director, Audigent Bringing the Cannes experience stateside Not everyone can make it to the South of France—so we brought Cannes to them. Our “Can’t Cannes” events in the U.S. offered local clients a first-class experience filled with insights and networking, minus the jet lag. Final takeaways This year’s festival made one thing clear: real progress requires more than innovation; it requires integration. And that’s where Experian is focused—connecting identity to activation, and data to outcomes, in ways that are practical, scalable, and privacy-resilient. If I had to sum it up? AI is progressing from abstract to application Curation beats clutter Partnership is power And everyone’s aligned around performance We’re grateful to have been part of these conversations and even more excited about where they’ll lead next. Let’s continue the conversation If you\’re exploring how to connect identity to performance, or simplify the way you activate, measure, and grow, we’d love to talk. Latest posts
Originally appeared in AdExchanger Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts. It’s easy, and perhaps even satisfying for some – but inaccurate – to say “all that effort was for nothing.” Given Chrome’s dominance among browsers, AdTech companies had no choice but to prepare for “what if” scenarios. The same goes for cookie deprecation. Google’s plan to end support for third-party cookies would have removed a mechanism that has been a cornerstone of addressability for the past 15 years. To be clear, those efforts have not been wasted. They spurred innovation across the AdTech landscape, driving progress in privacy-first targeting, alternative identifiers, supply-path data activation, and real-time data enrichment – all of which will pay dividends for years to come. Whether born directly from Privacy Sandbox participation or inspired by the broader trend toward privacy reform, industry-wide preparation for cookie loss and browser disruption has yielded tangible benefits. Pressure from Google, Apple, and evolving regulations served as a catalyst for modernization that could shape the next decade of advertising technology. An industry anchored in product innovation AdTech is a fundamentally product-driven industry defined by short innovation cycles and the imperative to build and test rapidly. This DNA enables companies to stay resilient, evolve and deliver innovation. Change is good. Disruption can be even better – but only for those who embrace it. Google’s evolving stance on cookies and Privacy Sandbox doesn’t negate what’s been learned. If anything, it underscores the need to keep innovating. The next wave of disruption is likely right around the corner. The payoff While some may argue that the time and effort spent preparing for cookie loss was wasted, those efforts have functioned as a forcing mechanism for several innovations in data activation. Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional data management platform (DMP) to demand-side platform (DSP) activation flow, curation allows buyers to utilize supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers. As curation continues to evolve, it’s poised to play a central role in how advertisers and publishers transact. Real-time data enrichment is another area that has benefited from this period of accelerated innovation. Many companies were compelled to improve their tech stacks to align with Sandbox protocols. These updates, particularly in real-time data enrichment capabilities, are now laying the groundwork for future data activation strategies across both the buy and sell-sides. Exiting out of tunnel vision Over the past five years, the AdTech industry has invested deeply in planning for a future without cookies. Still those investments have been well worth it. While cookies are not going away, the broader deprecation of signal continues. The work that was done to prepare will inevitably inform the next evolution of our industry. Contact us Latest posts