From identity to outcomes: Five ways to reshape your marketing strategies

Brand and tech leaders share insights to guide marketers forward

Cannes Lions 2025 brought its usual charm, rosé, and lively discussions, but what stood out was a shift in tone: brand and tech leaders aren’t talking in theories anymore – they’re rebuilding how advertising works. From identity to outcomes, the consensus was clear: marketers need bold, structural changes to thrive.

At Experian, we spoke with leaders from Ampersand, Butler/Till, Comcast Advertising, Fox, OpenX, Optable, Snowflake, VideoAmp, and Yieldmo. Their message? Foundational change, not incremental tweaks, is the way forward.

Here are five moves marketers and CMOs should be making right now.

1. Make identity the foundation, not an add-on

Identity must be the core of your marketing strategy, not an afterthought. Building a strong identity framework from the outset ensures that your data and tech stack work seamlessly across channels. This means investing in first-party data assets and identity resolution tools that inform every campaign and tactic. Identity isn’t just a feature; it’s the base layer of everything successful marketers do today.

“There’s no AI strategy without a data and identity strategy. Marketers who want to stretch every media dollar and personalize each touchpoint need a unified, deeper view of the consumer – insight they can carry straight into downstream ad platforms.”

David Wells, Snowflake

Next step: Treat identity resolution as a prerequisite to every campaign, not a task to address later. Align your data management platform (DMP), customer data platform (CDP), and collaboration partners around a unified identity spine (Experian’s or your own) to ensure data flows uninterrupted from planning to reporting.

2. Curate, don’t automate. Programmatic is getting personal

Programmatic advertising remains relevant, but its purpose is evolving from mere automation to intelligent, data-driven curation. This shift requires moving beyond static site lists to dynamic, page-level contextual engines that determine, in real-time, which impressions to display. Today, it’s about carefully selecting and curating inventory to ensure transparency, quality, and relevance for your audience. Marketers are increasingly turning to private marketplaces (PMPs) that offer curated, brand safe inventory and clear supply paths to deliver meaningful results.

Expect continued growth in curated PMPs, AI-assisted forecasting, and supply-side innovations that combine premium connected TV (CTV) inventory with deterministic data. The goal is to reach the right viewer and understand exactly how and why they got there.

“What we’re talking about right now is almost like curation 2.0, which is bringing more of the capabilities that historically sat with the demand-side platform (DSP) into the hands of the supply-side platform (SSP) – that is, supply-side targeting, or what we call data-driven curation.“

Matt Sattel, OpenX

Next step: Audit your supply chain. If you can’t clearly explain every step from bid request to delivery, explore curated deals or direct SSP partnerships that align with your quality and transparency standards.

3. Connect teams like you connect data

Fragmented results often stem from fragmented teams. Persistent silos (like TV buys on one floor, digital on another, and data science somewhere else) slow down budgets and create inconsistent messaging.

Forward thinking organizations are restructuring teams around unified KPIs and shared data. When planners, buyers, and analysts work together (or at least share dashboards), campaigns move faster and creative stays consistent.

“We restructured our teams to focus on all forms of video – linear, streaming, and online. This allowed us to embrace partners who cross over these verticals and technical approaches.”

Gina Whelehan, Butler/Till

Next step: Map your current workflow end-to-end. Where does a brief stall or data stop flowing? Restructure teams or create shared success metrics to eliminate bottlenecks.

4. Turn disconnected data into unified insights

Marketers have spent years gathering massive amounts of data, but hoarding data isn’t a winning strategy. The future belongs to those who can collaborate with partners to connect and utilize data effectively, all while respecting privacy and security. Rather than chasing the next data source, leading marketers are finding ways to safely connect data already available in-house or via partners. This might involve data clean rooms, secure data sharing agreements, or joint analytics initiatives – but the common thread is working together on data, not operating in isolation.

“We’ve been encouraging marketers to tie in first-party data and to really utilize that data and to work with trusted sources and deterministic sources in order to overcome a lot of the challenges around signal loss with cookies, in particular. The other way is also clean rooms. Clean rooms really enable the opportunity to collaborate in a private, safe way, and connecting to those more deterministic sources in order to deliver the results that advertisers are looking for.”

Carmela Fournier, Comcast Advertising

Next step: Identify gaps in your first-party data. Then, collaborate with a provider like Experian to safely match data sets and unlock insights without exposing sensitive info.

5. Focus on outcomes, not clicks

Impressions, clicks, and other output metrics have been the currency of marketing for decades. But the consensus at Cannes is that those proxies aren’t enough – business outcomes are what matter now. Marketers must shift their focus to measuring real results, such as sales lift, new customer acquisition, lifetime value, or brand impact, rather than getting bogged down in intermediate metrics. This move to outcome-based measurement changes how campaigns are planned and judged: success is defined by the value created, not just the volume delivered.

Unified, identity-based analytics are finally making it possible to see who saw an ad and what they did next, across TV, CTV, and digital. That intel drives smarter budget shifts and tighter creative feedback loops.

“Outcome-based measurement is table stakes in today’s media ecosystem, and Ampersand has woven it into almost everything we do. Thanks to Experian’s strength in identity, audience insights, and outcome measurement, we can give advertisers the attribution they need at every stage of the funnel.”

Justin Rosen, Ampersand

Next step: Identify metrics that matter to your bottom line, then find a partner who can measure them accurately. If measurement stacks don’t talk to each other, they’re holding you back.

Preparing for the challenges ahead

The common thread across these five moves is connection – connecting data, teams, and outcomes. Marketers who act on these imperatives will be ready for whatever new screen, format, or privacy rule comes next.

Experian can help you:

• Establish an identity spine
• Enable secure data collaboration in or out of clean room environments
• Curate premium CTV inventory with deterministic audiences
• Measure business outcomes across every channel

Ready to make your next bold move?

Let’s start a conversation

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