How AI is reshaping identity and marketing: Insights from Cannes Lions 2025

Marketers are under more pressure than ever before to prove ROI and efficiency of marketing activities in relation to business performance. On top of that, there are new privacy regulations and uncertainty around what new technologies will have to be implemented in order to replace the granular level targeting and measurement the industry historically has used third-party cookies for. It’s clear marketers are going to need the right tech stack and partners to continue to prove their team’s efficacy. We recently partnered with Forrester Consulting to evaluate the current state of customer data-driven marketing and surveyed over 300 global marketing decision makers at the brand and agency levels. We found that marketing is facing increased demands today, insights from the study include:Consumers expect brands to deliver engaging experiences across highly fragmented journeys. Seventy-two percent of decision-makers reported that customers demand more relevant, personalized experiences at the time and place of their choosing. Marketing runs on data, but the rules governing customer data usage are changing quickly. More than 70% of study participants stated that consumer data is the lifeblood of their marketing strategies, fueling the personalized, omnichannel experiences customers demand. These demands paint a challenging picture. Just as marketers are poised (and tasked) with delivering greater value to their organizations and customers, the ground rules are changing and threatening their ability to deliver. Indeed, 62% of respondents said that the forces of data deprecation will have either a “Significant” (40%) or “Critical” (21%) impact on their marketing strategies over the next two years. Effective identity resolution can help brands prepare for data deprecation challenges Marketers face a daunting landscape, but they can leverage the data, technology, and processes that comprise identity resolution to address business objectives, combat ecosystem complexity, and future-proof customer engagement efforts. By utilizing identity resolution, marketers will be able to match and connect multiple identifiers across devices and touchpoints. This allows for a cohesive, omnichannel view that enables brands to continue to deliver personalized and contextually relevant messages throughout the customer journey and without the use of cookies. The identity graph is the underlying infrastructure that defines connections between the numerous, fluid, and disparate identifiers created during moments of consumer engagement, turning disparate signals into addressable and actionable steps. These connections enable brands to bolster their ability to gain deeper customer insights and power audience building, attribution, and connected measurement. Identity resolution encompasses a wide range of capabilities that support an equally diverse set of marketing use cases. These include the targeting, personalization, and measurement of both known and pseudonymous audiences in the offline and digital worlds, which enables marketers to improve customer data management, drive more effective personalization, and gain insights and efficiencies through measurement across touchpoints. By taking the time to vet the privacy procedures and data collection processes of identity solutions you can reduce your regulatory risk and maintain customer trust. In an open-ended survey response, a marketer shared, “We’ve found that users are willing to volunteer data when they understand what it’s being used for and are asked for clear consent.” Finding the right partners to help navigate the changes The scramble to find an alternative to third-party cookies has slowed down since Google announced they will be delaying their cookie removal until late 2023. However, this gives marketers a unique opportunity to take advantage of the additional time and feel more prepared and confident in their solutions. With the delay, marketers can now test ID solutions and compare apples to apples with data from the third-party cookie while it’s still active and addressable. Test and find a solution that works now, so there are no surprises once cookies have finally made their way out the door in 2023. At Tapad, a part of Experian, we’ve developed a solution that provides agnostic interoperability for the myriad of cookieless identifiers emerging in the market. As a new module in the Tapad Graph, Switchboard will connect traditional digital identifiers to cookieless IDs to support the entire ad ecosystem with privacy-safe future-proof identity resolution. Get in touch 

Email hashing was originally intended to be used as an email security feature that has ended up being a very powerful marketing tool. A hashed email is a cryptographic function that changes an email address to a random code which can be used as an anonymous customer identifier. This code is privacy-safe and cannot be traced back to the customer’s email address. However, this hashed email can function like a digital passport that traces every behavior and action a customer takes when logged into an account that is authenticated with an email, making hashed emails a goldmine for customer data. Today emails are used across traditional publishers and within the CTV ecosystem; tying them to more consumer touch points than ever before. Why the emphasis now? Cookies are on their way out the door and have been the primary way that many marketers have tracked their existing and potential customers. In order to replace this granular level of data, marketers are likely going to need multiple solutions. With so many cookieless solutions and IDs appearing in the marketplace, the mapping of the customer journey is bound to be fragmented. Relying on first-party data, such as hashed email, is just one way to reduce that fragmentation; as it can serve as an authenticated starting point for cross-device identity resolution that can be leveraged for targeting, personalization and measurement. How can Tapad + Experian help? Tapad + Experian's Hashed Email Onboarding is a privacy-safe way to connect consumer email addresses to their related digital devices and other digital identifiers through high precision probabilistic identity. By onboarding hashed emails and incorporating them within your Tapad Graph file you can: Build a more holistic view of individuals and households and their relationship to email addresses in your first-party data set Leverage these relationships for increased cross-device scale for targeting Employ personalization tactics at the household or individual level across devices Create new audience segments and look-alike models for cross-channel activation Design more inclusive measurement and attribution for customer journey mapping Tapad, a part of Experian has built a hashed email onboarding product feature that works with the existing flexibility of The Tapad Graph to deliver the most holistic consumer view, combined with the attributes you need, in the structure that works best for your business objectives. Get in touch

The result of epic shifts from traditional cable to streaming television, the CTV ecosystem is experiencing compounded fragmentation, making it challenging for marketers to leverage in the most effective way for both activation and measurement. Heralded as the hot new household level device for highly engaged viewers, CTV brings massive opportunities for brands to move users down the funnel and incorporate CTV into their attribution modeling post-campaign. Leveraging CTV IDs within a cross-device identity resolution strategy can yield big benefits if you know how to do it right. Check out our breakdown of today’s CTV landscape to help you better understand how and what you can leverage for activation and measurement in the streaming-verse today. CTV Ecosystems as identifiers (for illustrative purposes only) This is just a small peak at the players and complexities of CTV IDs available for marketers today, but it illustrates the need to understand what IDs can benefit your strategies and where you can use them. Addressability and attribution Not all CTV devices and IDs are addressable; or have ad slots for biddable inventory for advertisers. For example, Apple TV devices and Apple TV + are not ad supported, but could still appear within an identity graph for measurement purposes; helping understand customer behavior and habits, which can inform marketing strategies. Having a household to individual view that's as inclusive as possible can provide valuable insights. CTV identity strategy Whether or not CTV devices or apps are addressable for advertisers, they can bring immense value when leveraged as part of a holistic identity resolution strategy. As a household level device with user authentication it can provide marketers a top-down view; unlocking household:individual targeting opportunities and unification of IDs at both levels for frequency management and customer journey mapping Get started with us Tapad, part of Experian, offers CTV ID onboarding and extension to our CTV ID Universe as a part of The Tapad Graph suite of products.