As privacy regulations, signal loss, and consumer expectations change, marketers face growing challenges in creating meaningful connections. In our latest Ask the Expert segment, Tom Wolfe, SVP at Viant, and Ali Mack, VP of AdTech Sales at Experian explore how first- and third-party data strategies, advancements in connected TV (CTV), and AI tools empower marketers to build smarter campaigns tailored to modern demands.
Identity-driven advertising built on first-party data
With the decline of traditional third-party signals and the rise of privacy-first advertising, first-party data is more important than ever. By collecting data directly from customers, marketers ensure they have accurate, user-consented data to fuel personalized advertising. Viant’s identity graph takes these first-party signals—such as email addresses, household locations, and phone numbers—and connects them with additional attributes in a privacy-safe way. This approach empowers marketers to build precise audience segments without relying on cookies, which Viant phased out over a decade ago.
Combining first-party data and privacy-first solutions to build trust
By combining first-party data strategies with privacy-first solutions, marketers can build long-term success while earning consumer trust. The Viant Household ID eliminates reliance on cookies while enabling secure, compliant campaign management. Additionally, Viant’s partnerships with cleanrooms further protect their clients’ data integrity and ensure smooth collaboration between trusted parties. Beyond safeguarding consumer information, the Viant ecosystem allows their clients to integrate data seamlessly from audience segmentation to campaign activation and reporting.
How first and third-party data work together
While first-party data is crucial for precise, personalized advertising, it isn’t always sufficient—especially for smaller or emerging brands that haven’t yet amassed audience data. Third-party data plays a pivotal role in these scenarios by supplementing first-party insights, offering a broader view of consumer behavior, leading to new growth opportunities.
Viant collaborates with partners like Experian to help marketers seamlessly merge their customer information with additional consumer insights. Viant and their clients benefit from Experian’s identity data to match various identifiers such as hashed emails, device IDs, or other platform-specific tags and map them back to a single consumer profile. With a unified view of the consumer, marketers can refine targeting, expand their reach, and maintain consistency across channels. By utilizing first- and third-party data solutions, marketers can build well-rounded, effective campaigns that resonate with diverse audiences.
“Our clients have embraced the Viant Household ID because it powers a comprehensive, seamless flow from segment creation to targeting, activation, and measurement.”
Tom Wolfe, SVP Business Development, Viant
CTV as a core marketing channel
CTV is emerging as the core platform for immersive and effective advertising by merging the visual storytelling power of traditional TV with the precision of digital tools. Viant helps marketers optimize CTV capabilities by building connections between premium publishers and data, allowing marketers to personalize experiences. Whether it’s tailored ads for families watching a live sports event or pinpointing niche interests, CTV enables marketers to reach diverse audiences with meaningful ads. Beyond awareness, Viant drives results for their clients and monitors that performance across each stage of the funnel. Marketers can use the key insights to optimize their media buys on CTV and achieve even higher ROI.
Viant takes CTV performance a step further with its direct access programs. Stronger data matching via publisher partnerships improves accuracy, helping marketers connect with their ideal audience. Viant’s recent data shows that campaigns incorporating CTV achieve a conversion rate of 12.89%, outperforming campaigns lacking it by a wide margin. This dramatic improvement highlights the power of precise targeting combined with Viant’s advanced CTV tools. For marketers, this translates to impactful storytelling supported by tangible results.
“CTV drives high-level brand awareness via sight, sound, motion, and emotion, but it also powers activity through the funnel.”
Tom Wolfe, SVP Business Development, Viant
AI is streamlining marketing from start to finish
AI is transforming advertising by automating tasks like performance tracking and audience segmentation, allowing marketers to focus on strategy and creativity. At Viant, AI is part of the company’s DNA, helping marketers drive more efficient and effective campaigns.
With real-time data insights and streamlined processes, teams can quickly refine messaging and optimize budgets. This efficiency not only saves time but also empowers marketers to channel their energy into creating impactful strategies that resonate with their audiences. The integration of AI into Viant’s ecosystem also simplifies overall workflows, optimizing campaign execution from start to finish. With performance tracking made easier and segmentation automated, marketers can rely on data accuracy and actionable insights to make confident decisions.
How Experian and Viant work together
Experian’s syndicated audiences—demographic, auto, TV, FLA (Financial Fair Lending Act), and more—are available within Viant’s platform. Experian’s partnership with Viant enables the deployment of custom audiences specifically designed to meet distinct campaign objectives. Together, Experian and Viant provide solutions that support first-party data strategies, third-party data integration, CTV optimization, AI-driven insights, and identity resolution, creating a cohesive and privacy-forward marketing ecosystem.
“At Viant, we focus on the sensible, scalable, impactful opportunities.”
Tom Wolfe, SVP Business Development, Viant
Watch the full Q&A
Visit our Ask the Expert content hub to watch the full conversation with Tom and Ali and learn more about Viant’s scalable identity solutions.
Contact us
About our expert
Tom Wolfe, SVP Business Development, Viant
As SVP of Business Development at Viant, Tom and his team forge strategic business partnerships that fuel the company’s growth and business strategy. He is a seasoned industry veteran with more than 25 years of expertise in content distribution, advertising, and technology, particularly in CTV. Throughout his career, Tom has played a pivotal role in establishing and managing multiple businesses at major companies such as Roku, TiVo, YuMe, and Comcast. Additionally, he has provided valuable advisory services to organizations including VIZIO, Vice Media, and many others across the ecosystem. Tom holds a B.A. in Political Science from Lehigh University and has shared his knowledge as a guest lecturer at both New York University and Drexel University.
Latest posts
In this article…Typical paths to programmatic TV ad buying What platforms can your programmatic ads show on?Where to get started with programmatic TV buying How to optimize your bids for smarter ad spend In advertising, it’s crucial to maintain efficiency and cost-effectiveness through every campaign. Whether you’re a seasoned marketer or just starting with programmatic advertising, finding the best deal for programmatic TV ads is essential. In this blog post, you’ll learn about the intricacies of programmatic TV and how you can uncover the best paths, platforms, and strategies to maximize your advertising budget. Typical paths to programmatic TV ad buying Programmatic advertising has revolutionized how businesses reach their target audience on television and has become an increasingly popular marketing approach. So far, in 2023, 87% of connected TV (CTV) ads have been bought using programmatic methods. That percentage is expected to continue rising as more advertisers take advantage of this buying method. To find the best deal for cheap programmatic TV, it’s essential to understand the typical paths to programmatic media buying: direct deals and programmatic auctions. Direct deals One common route for programmatic ad buying is direct deals with publishers and broadcasters. This approach gives you more control over your ad placements, allowing you to negotiate pricing and secure prime time slots. However, this method can be expensive as premium placements often have a premium price tag. Programmatic auctions Another option is programmatic auctions, where advertisers bid on available ad inventory in real time. These auctions can be public or private, each with its own benefits. Public auction Public auctions are the primary marketplace for cheap programmatic TV ad buying, and advertisers compete in real-time for available ad slots. This option can be cost-effective if you are strategic with bidding. However, it can be highly competitive, which could drive up prices. Private auction A private auction provides a more controlled bidding environment. These auctions offer access to premium inventory and the ability to negotiate directly with publishers and broadcasters. Prices are typically higher at private auctions, but they can lead to more exclusive, high-quality ad placements to better reach your target audiences. Auction vs. direct The auction vs. direct debate is crucial for finding the best deal in programmatic TV advertising. Direct programmatic ad buying involves establishing personal relationships with publishers and broadcasters. This approach offers more control over ad placements, creates the potential for long-term partnerships and premium positions, and allows for more negotiation power on pricing. On the other hand, the auction route relies on real-time programmatic auctions that give advertisers more efficiency, dynamic pricing through competitive bidding, and access to diverse ad inventory. This approach also allows better data-driven decision-making to help advertisers with precise targeting and optimization. What platforms can your programmatic ads show on? Programmatic ads are limited to traditional television. You can use various platforms to broaden your audience reach, including blogs, lifestreams, and more. Multiple platform options also let advertisers search around for cheap programmatic ad buys. Some popular platforms include: Display and video YouTube videos Custom publisher formats Audio ads Unexpected platforms where you can buy programmatic TV ads Some unexpected platforms offer unique opportunities to find the best programmatic TV deals. Some of these examples include: YouTube shorts Mobile games Music streaming apps Pinterest TikTok Try local Local (linear) television advertising often flies under the radar, but it can be a goldmine for finding cheap programmatic ad buys. Customize your messages to local audiences by focusing on specific geographic regions. This level of specificity can lead to highly efficient ad campaigns with lower costs compared to national or global placements. Where to get started with programmatic TV buying When it comes to programmatic TV ad buying, you have two main options: using an agency or going directly to the marketplace. Using an agency Advertising agencies have the expertise to navigate the complexities of programmatic TV ad buying. By working with one, you may be able to find better deals and get help negotiating terms and optimizing your campaigns. However, remember that agency fees could take up a large portion of your budget. Going to the marketplace For a more hands-on approach, you can explore programmatic ad buying directly through the marketplace. This approach gives you direct control over your campaigns and the ability to explore different deals and platforms. However, you’ll want to understand programmatic advertising strongly to ensure you make the most of the marketplace. How to optimize your bids for smarter ad spend Finding the best deal doesn’t end with choosing the right options for programmatic buying. You need to focus on smart bidding strategies to optimize your advertising budget. Choose placement based on segmentation Segmentation is vital to maximizing your ad spend. By targeting the specific audience segments most likely to convert, you can make the most of your budget. Platforms often offer options to narrow your audience based on behavior, interests, and demographics. Work with an identity resolution provider Identity resolution is the process of matching online and offline customer data, giving you a comprehensive view of your target audience. By working with an identity resolution provider, you can make informed decisions about where and when to place your programmatic TV ads for the best results. Create an omnichannel view of your campaign To find the best deals on cheap programmatic ads, it’s essential to have an omnichannel view of your advertising campaign. By coordinating your programmatic media with other channels, you can create a seamless and cohesive brand experience for your audience. Get started with programmatic TV today Now that you better understand programmatic TV ad buying, you’re ready to get started. But how can Experian help you make the most of your programmatic advertising efforts? At Experian, we offer a suite of data-driven solutions to enhance your programmatic TV advertising campaigns. Our extensive data and identity resolution capabilities empower you to make informed decisions to improve your targeting capabilities, optimize engagement, and more. By working together, you can unlock the potential of your programmatic TV ads and find the best deals to optimize your advertising budget. Get started today Latest posts
As we approach 2024, marketers must grasp the evolving landscape of digital activation. Understanding emerging audience trends and activation strategies is key to developing impactful marketing initiatives and positioning your brand for success. In Experian's 2024 Digital audience trends and predictions report you'll find: Data-driven insights that will empower you to confidently develop marketing strategies that resonate with your audience and drive meaningful results. Insights from Experian experts and our industry-leading data. Our outlook for 2024 marketing trends. In this blog post, we'll provide a sneak peek of the 2024 marketing trends you can expect in our full report. Digital activation Digital activation grew by 63% between 2022 and 2023. We expect digital activation to increase in 2024 but at a slower rate than in 2023 due to economic uncertainty caused by high-interest rates, recent state privacy regulations, and work stoppages in the entertainment and automotive industries. Top digital audiences Which digital audiences are advertisers purchasing from Experian? We are seeing growth in four major data categories: Automotive, Demographics, Lifestyle and Interests, and Retail Shoppers: Purchase Based audiences. Here are a few audiences within these categories that you can activate on-the-shelf of your preferred platform: Automotive: Autos, Cars, and Trucks > In Market-Make and Models Demographics: Demographics > Homeowners/Renters > Renter Lifestyle and Interests: Lifestyle and Interests (Affinity) > Activities and Entertainment > Wine Lovers Retail Shoppers: Purchase Based: Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders Top digital audiences by industry What are the top digital audiences being activated by industry? Download our 2024 Digital audience trends and predictions report to discover the top digital audiences in the following industries: Automotive Health Financial Services Retail & CPG Download our new 2025 Digital trends and predictions report Marketers, agencies, and platforms are facing new challenges as privacy regulations evolve, AI technology advances, and consumer behaviors shift. Our latest report highlights actionable strategies for navigating these changes and improving how you connect with audiences, measure impact, and deliver results. What you'll learn Navigating signal loss: Explore the rise of alternative IDs and contextual targeting as privacy regulations and signal loss reshape data-driven advertising. Connected TV (CTV): Understand the growth of connected TV (CTV), the importance of frequency capping, and strategies for effective audience activation. Omnichannel campaigns: Learn how marketers are moving from channel-specific strategies to audience-led omnichannel campaigns that tell a more cohesive story. Retail media networks: Learn how retail media networks (RMNs) are capitalizing on enriched first-party data to learn more about their customers and reach them across on-site and off-site inventory. Curation: Examine how curation is transforming programmatic campaigns by combining audience, contextual, and supply chain signals to deliver premium inventory packages that maximize addressability, efficiency, and performance. Download now Contact us Latest posts
2023 has been an unprecedented year for AdTech. With new challenges arising every day — from ongoing signal loss to changing consumer privacy regulations– staying on top of trends is more important than ever before. To help you stay informed on successful tactics from across our ecosystem we’ve compiled a list of our top five 2023 AdTech blog posts. Keep reading to learn about the top themes from CES and Cannes this year, why contextual targeting is so popular, and more – so you can remain competitive in today's rapidly changing environment. #5 CES 2023: Clean rooms, activation, and more Experian attended CES in January to kick off the AdTech year, connecting with partners, clients, and industry leaders to understand their challenges and goals. Discussions were focused on clean rooms and digital activation to address data deprecation and consumer privacy. Clean rooms have the potential to standardize data and address interoperability issues. Digital activation was predicted to increase significantly in 2023, with more focus on demand-side, video, and supply-side platforms. Did digital activation increase in 2023? Download our 2024 Digital audience trends and predictions report to find out. Read our full 2023 CES recap here. #4 Experian identity resolution now available in AWS Clean Rooms Earlier this year, Experian announced that our identity resolution solution is now available in AWS Clean Rooms. Through this new partnership, customers can pair Experian's identity capabilities with AWS Clean Rooms to safely collaborate and access deeper insights without exposing sensitive data. Check out the full announcement to hear from Kalyani Koppisetti, Principal Partner Solution Architect at AWS, Matt Miller, Business Development Principal at AWS, and Tyler Middleton, Sr. Partner Marketing Manager at Experian. #3 Four key themes from Cannes Lions 2023 At Cannes Lions 2023, discussions revolved around four main themes: Signal loss: Experts discussed the importance of adapting paid media strategies to align with consumer behaviors. Collaboration: Discussions highlighted the need for industry players to collaborate and focus on solutions that benefit all stakeholders in the ecosystem. Personalization: This was a key topic and emphasized the growing significance of tailored content, data-driven insights, and first-party data solutions for advertisers adapting to cookie deprecation and the evolving consumer privacy landscape. Balancing AI and creativity: Attendees explored how to balance AI capabilities and nurture creativity while maintaining a human touch. Cannes 2024 will be here before we know it and Experian will be there. To get ready, check out this post by Tyler Middleton, Sr. Partner Marketing Manager, to hear from a first-time Cannes attendee, #2 Three key insights from our 2023 Holiday spending report Experian's annual Holiday spending trends and insights report analyzed recent trends, consumer spending habits, and anticipated what was to come in the 2023 holiday shopping season. This blog post covered three key insights from our report: Consumers are starting their holiday shopping earlier, particularly with online sales. Online sales have been increasing year-over-year, surpassing in-store sales. Spending during the 2022 holiday season was lower than in previous years but is expected to be on par with what was seen in 2023. For advice from our experts and access to all of our predictions for this year’s holiday shopping season, download our 2023 Holiday spending trends and insights report today. #1 How contextual ad targeting addresses signal loss Our most viewed blog post of 2023 was How contextual ad targeting addresses signal loss. Marketers are seeking new solutions due to signal loss caused by the phasing out of third-party cookies. Contextual ad targeting offers a way to combine contextual signals with machine learning for more accurate targeting. Experian's Jason Andersen and Yieldmo's Alex Johnston discuss the challenges of signal loss, addressability, the importance of good creative, and tips for digital ad success in this blog post. By understanding contextual advertising, marketers can create powerful and effective campaigns to reach target audiences. Subscribe to our newsletter Sign up for our email newsletter to receive our latest blog posts, product and partnership announcements, thought leadership, and more straight to your inbox. Subscribe Contact us today Latest posts