At A Glance
The challenge facing marketers today is not the decline of a single identifier, but the fragmentation of signals across browsers, devices, apps and platforms. A resilient identity framework unifies these signals into a consistent, privacy-safe view of the consumer, allowing marketers to reach, measure and optimize across environments that expose different identifiers.In this article…
Why an identity framework matters more than any single identifier
The challenge facing marketers today isn’t a single identifier on a deprecation timeline; it’s the increasing fragmentation of signals and identifiers across browsers, devices, apps, and platforms. This shift introduces complexity into how audiences are reached and measured, as signals behave differently in every environment, and it becomes more complex to piece together a complete view of the consumer.
Each environment contributes to its own set of visibility gaps, making identity less predictable and more uneven. The result is a patchwork of inconsistent identity signals rather than a single, predictable decline.
While you can’t control how platforms evolve, you can control how you respond to fragmentation. The future won’t be defined by the loss of any single identifier, but by your ability to unify, interpret, and activate the many signals that remain. Marketers who adopt a flexible, identity framework will be best positioned to create consistency in an otherwise fragmented landscape.
At Experian, we believe flexibility starts with intelligence. For decades, we’ve used AI and machine learning to help marketers understand people’s behavior more clearly, respect their privacy, and deliver messages that drive business outcomes. Our technology brings identity, insight, and intelligence together, so even as the number of signals grows and becomes more varied across environments, marketers can reach the right people with relevance, respect, and simplicity. This intelligence acts as the connective tissue across fragmented ecosystems, ensuring marketers can recognize and reach audiences consistently wherever they appear.
What forces are driving fragmentation in identity and signals?
Changes to traditional IDs
Since Apple introduced App Tracking Transparency (ATT), access to the Identifier for Advertisers (IDFA) has become inconsistent across apps and devices. Google’s evolving Android privacy roadmap adds another layer of variability, fragmenting mobile addressability. Safari and Firefox have long restricted third-party cookies, while Chrome continues to support them for now. This creates different signal availability across browsers, contributing to an uneven and increasingly fragmented identity landscape on the open web.
Shifts in signals
IPv4 to IPv6 migration introduces mismatched identity structures that complicate continuity across environments.
Platform-driven fragmentation
Closed ecosystems and uneven adoption of evolving RTB standards (like OpenRTB 2.6 updates designed to support new identifiers and consent signals) create differences in which identifiers and consent signals are shared in the bidstream. At the same time, the rise of alternative or “universal” IDs—often developed by individual platforms, publishers, or technology companies—means that multiple ID types can appear within the same auction, each with its own structure, rules, and level of support. These differences reduce interoperability across platforms and contribute to a more fragmented activation landscape.
Each change creates an identity silo. Together, they form an ecosystem defined by fragmentation rather than absence. Without an identity framework, these environments operate as disconnected identity islands.
A multi-ID world requires a unified identity framework
Alternative IDs play an important role, but they also expand the number of signals marketers must reconcile. Without a consistent identity layer, more IDs often mean more complexity—not more clarity. Common alternative IDs in use today:
- UID2: The Trade Desk’s Unified I.D. 2.0, an iteration of their original Unified ID 1.0, which was still reliant on third-party cookies, creates persistent IDs with user-provided email addresses and phone numbers.
- ID5: This independent identity provider builds an identity infrastructure that powers addressable advertising across channels. It can create an ID based on both deterministic and probabilistic data.
- Hadron ID: Hadron ID is a unique, interoperable identity system (including first-party, audience-based, contextual, deterministic, and probabilistic) developed by Audigent, now part of Experian, to drive revenue for publishers by making their audience data and inventory actionable for media buyers.
Industry reports suggest roughly one-third to two-fifths of open-auction traffic carries alternative IDs, sometimes multiple per request. Among Experian clients, adoption of alternative IDs rose 50% year over year, with a 30% increase in IDs resolved to individuals via our Digital Graph.
Identity isn’t disappearing; it’s multiplying. A modern identity framework resolves these identifiers into a single, privacy-safe consumer view.
Why CTV makes an identity framework essential
Beyond alternative IDs, device-level identifiers also play a major role in today’s ecosystem and add to the fragmentation marketers must navigate. Connected TV (CTV) environments introduce additional fragmentation.
CTV IDs
A CTV ID is an identifier used to deliver, target, and measure ads on CTV devices, including smart TVs, streaming devices, gaming consoles, and more. Unlike MAIDs, which act as universal device identifiers across apps, CTV environments often generate multiple, platform-specific IDs for the same physical device. Different operating systems, publishers, or streaming platforms may each assign their own identifier—such as Roku ID for Advertisers, Amazon Fire Advertising ID, Samsung TIFA, or Apple IDFA for CTV. As a result, a single household or TV can appear under several distinct IDs, making cross-app or cross-platform recognition more complex and further reinforcing the need for a unified identity framework.
Experian’s identity framework is powered by predictive and generative intelligence that makes resolution faster and more human-centered. Our AI models fill gaps where data signals are missing, infer behaviors responsibly, and continuously optimize for accuracy, so marketers can personalize ads responsibly, even in a fragmented ecosystem. More importantly, our framework normalizes signals across disconnected environments, creating a consistent identity spine that follows the consumer through their fragmented digital journey.
An identity framework connects online and offline signals
Fragmentation extends beyond digital environments. Marketers manage offline data from in-store transactions, loyalty programs, household identifiers, and phone numbers that rarely align cleanly with digital signals.
As consumers move between online and offline touch points, an identity framework connects these signals into a coherent view of the individual. This foundation allows marketers to recognize the same consumer across environments that expose different identifiers.
Four keys to future-proofing your media with an identity framework
1. Know your customer: Unify and enrich your first-party data
First-party data is a marketer’s most durable asset, but it’s often scattered and incomplete.
- Unify it: Bring CRM records, site interactions, and loyalty data into a single platform to build a holistic customer view. Use Offline Identity Resolution to resolve your first-party offline personally identifiable information (PII) back to a consolidated consumer profile, removing duplication of users in your data set.
- Enrich it: Append Experian Marketing Attributes to uncover demographics, lifestyle markers, and purchase behaviors you can’t see on your own, and use Offline Identity Append to fill in missing offline data points (such as name, address, phone, etc.) to create a more complete and actionable customer profile.
This gives you richer profiles that drive more personalized targeting and messaging. Fragmented ecosystems make unified first-party data even more essential. A connected view allows marketers to anchor identity against a stable, proprietary foundation. As identifiers vary across environments, marketers need flexible, privacy-first ways to understand where their audiences are and how to reach them.
2. Find your customer: Expand how you discover and reach audiences in a fragmented landscape
As identifiers vary across environments, marketers need flexible, privacy-first ways to understand where their audiences are and how to reach them.
- Contextual signals: Experian’s Contextually-Indexed Audiences map content to consumer insights, so you can target intent-rich environments.
- Geographic insights: Our Geo-Indexed Audiences help you find regions that over-index for specific traits and activate them across your preferred platforms.
- Syndicated and Partner Audiences: Choose from 3,500+ prebuilt segments or 30+ partner data sources spanning health, retail, travel, and more.
- Curation: As a full-service curation partner, we enable private marketplace (PMP) deals that are privacy-safe, identity-agnostic, and performance-optimized.
Together, these approaches help you confidently reach your audiences – using multiple types of signals that complement your identity strategy and create a clearer picture across fragmented environments.
3. Reach your customer: Maximize scale through interoperability
As signals and identifiers proliferate across environments, interoperability is essential to maintain consistent reach. Experian’s Offline and Digital Graphs unify disparate signals (MAIDs, CTV IDs, alternative IDs, IP, and more) so marketers can recognize and engage audiences reliably across channels, devices, and platforms.
Interoperability matters because it turns a collection of disconnected identifiers into a coherent identity framework that can actually be activated. The following capabilities demonstrate how that comes to life.
- Unified identity: Create a consistent view of your audience, even when different environments expose different identifiers. Experian’s identity framework connects these signals into a single, actionable identity spine.
- Expanded reach: OpenX enriched its supply-side identity graph with Experian’s audiences, making our data available directly across OpenX supply and formats. By matching more of the starting audience and identifying more users in the bidstream, marketers see higher match and activation rates, extending reach in hard-to-address environments like Safari and mobile web.
Measure success: Optimize based on outcomes
If you can’t measure your marketing, you can’t improve it. Experian Outcomes, powered by our holistic understanding of the user across online and offline touch points, closes the loop by connecting media exposures to real-world actions (store visits, purchases, or site conversions).
With these insights, you can:
- Prove ROI across digital and TV
- Attribute success to the right channels and tactics
- Continuously refine targeting, creative, and spend allocation
Outcome-based measurement makes your strategy adaptive, so dollars flow to what drives results.
As signals multiply across environments, connecting exposures to outcomes requires a unified identity foundation. Experian closes the loop by unifying exposures across disconnected touch points, enabling holistic attribution and optimization. Our AI-powered simplicity drives continuous improvement. From predictive modeling to agentic workflows that automate optimization, we’re investing in generative AI to help marketers spend less time on manual setup and more time on strategy and outcomes.
The Experian identity framework advantage
Experian connects fragmented signals into a single, actionable identity framework built for long-term resilience.
What our identity framework delivers
- Interoperability: We support all major identifiers, including alternative IDs, IP address (v4 and v6), contextual signals, and both first- and third-party data.
- Flexibility: Whether you’re activating syndicated audiences, tapping into partner audiences from 30+ data providers, or curating custom segments through Audigent, our solutions meet you where you are.
- Scale: With four billion IDs resolved in our Digital Graph and 280 million telephones in our Offline Graph, we deliver unmatched reach across digital and offline environments.
- AI that makes marketing more human: We bring together identity, insight, and automation through responsible AI, helping marketers see audiences clearly, act with intelligence, and optimize with respect for privacy.
Our approach is delivering results across a range of programmatic players. These outcomes demonstrate how a unified identity framework delivers performance in environments where signals, identifiers, and devices operate in silos.
Proven results powered by Experian’s identity framework
- Sonobi increased programmatic addressability across the mobile web by 25% and delivered a 20% lift in impression value through our identity graph, driving stronger campaign connections and greater publisher returns.
- One DSP used our Digital Graph to match more MAIDs, CTV IDs, and IP addresses to online conversions, enabling increased accuracy of their attribution and measurement. They achieved an 84% synced ID rate and a 9% increase in match rate.
- For Cuebiq, we significantly increased match rates and resolved data from cookieless environments, such as Safari. By combining separate data streams and resolving 85% of total events to a household, Cuebiq expanded on the household IDs to identify MAIDs that are observed in-store, enabling accurate cross-channel measurement.
- Our Digital Graph allowed MiQ and their clients to expand the reach of their seed audiences across devices by 51% and cookieless IDs by 64%. As a result, MiQ can provide marketers with future-proofed connected planning, advanced targeting, and precise measurement.
We’re your partner in building identity framework that lasts: resilient to change, adaptive to new signals, and focused on outcomes.
What comes next for signals and identity?
The future isn’t defined by any single identifier. It’s defined by the ability to unify and activate across a fragmented identity ecosystem. The winners will be those who adopt interoperable, outcome-driven identity frameworks today.
Those strategies will increasingly be powered by responsible AI, systems that simplify workflows, predict opportunity, and optimize in real time while keeping people at the center. At Experian, we see AI not as automation for its own sake, but as a way to make marketing more human, relevant, and respectful.
Your playbook for navigating fragmentation
Experian connects the fragmented identity ecosystem, unifying alternative IDs, IP signals, contextual data, and first- and third-party assets into a consistent, actionable identity foundation. With proven lift across partners like Sonobi and new offerings like Contextually-Indexed Audiences, we help you build campaigns that perform in a fragmented landscape.
Download our 2026 Digital trends and predictions report to explore how identity, interoperability, and measurement will define the future of advertising.
About the author
Henry Schenker
Group Product Manager, Experian
Henry has nearly 15 years of experience in Digital Advertising, Social Media Marketing, Data Licensing & Analytics, Front-End Engineering, Technical Architecture & Integrations, Profit & Loss Management, and Enterprise-Level Contract Negotiation across the U.S., EMEA, and Asia Pacific regions.
Prior to re-joining Experian, Henry held critical go-to-market and product roles at noted industry-disruptors Media.Monks and Attain. From 2018 – 2020, he served as the Vice President, APAC of Innovid (now publicly traded, NYSE:CTV), leading the company’s expansion into Japan, Singapore, and Australia. The preceding 4 years with Tapad (acquired by Experian), allowed Henry to become a seasoned Sales Engineer, grow and lead a global Technical Integrations team, and relocate to Singapore, leading sales and operations in the APAC region. Before beginning his career and learning front-end engineering on-the-job at Wyng (formerly Offerpop), Henry received a dual-major (BA/BS) in Sociology and Economics & Finance from Bard College in New York.
FAQs
Signal and identity fragmentation is increasing across digital and offline channels because consumers now engage across more devices, platforms, and environments. Each environment introduces its own identifiers and privacy rules. This growth creates more signals overall, which increases the need for unification rather than reliance on a single ID.
Alternative IDs add reach and coverage when they connect through a common identity framework. They work best alongside first-party data, device identifiers, and contextual signals. Resolution turns multiple IDs into one consistent view of the consumer.
CTV environments often assign multiple platform-specific identifiers to the same household or device. A unified identity layer links those identifiers together. This approach supports consistent audience recognition across streaming apps, devices, and digital channels.
Unified identity connects media exposure to outcomes across digital, TV, and offline touch points. It enables marketers to see how different channels contribute to real actions like visits or purchases. Measurement improves when identity remains consistent across the full journey.
Identity extends into offline signals such as transactions, loyalty activity, and household data. A unified foundation aligns online and offline interactions into one coherent profile. This connection supports planning, activation, and measurement across the entire customer experience.
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At Experian, we understand the importance of audience targeting when it comes to crafting a successful marketing campaign. That's why we've invested in developing 2,400+ syndicated audiences, which span across multiple verticals and categories, including demographic, and lifestyle and interest data. We are excited to share a curated list of audience recommendations to support your campaign planning so you can confidently connect with your audience. What separates Experian’s syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs). Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. New audience segments to consider for Q4 campaign planning These new audiences, recently released on major platforms, offer unique opportunities to align your campaign planning with the latest consumer trends and behaviors. Here are four new Experian audiences to include in your Q4 campaign planning: Holiday Shoppers: Black Friday Holiday Travel – Budget Savvy Airline Geo-Indexed Audiences – Hybrid Vehicle 24-Month Future Car Buyers Seasonal audiences for Q4 Political audiences As the 2024 election approaches, moving beyond broad categorizations like “Democrat,” “Republican,” or “Independent” is crucial. Voters want candidates who align with their beliefs and values and Experian’s political personas offer a nuanced understanding of American voters to craft tailored engagement strategies. Experian has created 10 political personas to help better understand the American voter so you can reach consumers based on their viewpoints on key political issues. Additionally, over 200 politically relevant Experian audiences are available for activation on-the-shelf of the leading TV, demand, and supply platforms. Learn more here Holiday audiences This upcoming holiday season serves as the perfect opportunity to drive sales and build customer relationships. Experian has recently introduced 19 new audiences that can help you reach relevant shoppers across major ad platforms including TV and programmatic. By using Experian’s audiences in your holiday advertising campaigns, you can reach last-minute shoppers, discount-seeking shoppers, gift-givers, and holiday travelers. Just as shoppers seek the perfect gifts, your holiday advertising campaigns can capture the right shoppers this holiday season with the right strategy. Read our holiday audience guide now Our top 10 audience recommendations for Q4 Based on the top Experian audiences activated in Q4 of 2023, our top 10 list is designed to help agencies and media buyers plan data-driven advertising campaigns. Household income level 1) $100,000+: This segment contains consumers who are likely to have an estimated household income of $100,000+. 2) $75,000+: This segment contains consumers who are likely to have an estimated household income of $75,000+. Demographics 3) Ages: 25-54: This segment contains consumers who are likely to be aged 25-54. 4) Ages: 30-39: This segment contains consumers who are likely to be aged 30-39. 5) Ages: 35-39: This segment contains consumers who are likely to be aged 35-39. 6) Ages: 40-49: This segment contains consumers who are likely to be aged 40-49. Homeowners 7) Homeowner: This segment contains consumers who are likely to be homeowners. Military 8) Inactive: This segment contains consumers who are likely to be inactive military. Automotive 9) In-market for a small, mid-size SUV: This segment contains consumers who are likely to be in the market to buy a mid-size SUV in the next 180 days. 10) In-market for a full-size SUV: This segment contains consumers who are likely to be in the market to buy a full-size SUV in the next 180 days. You can find the complete audience segment name in the appendix. Activate the right audiences with Experian When you choose Experian’s syndicated audiences, you gain access to over 2,400 audiences that span across 15 verticals and categories. These audiences are directly available for activation on over 30 platforms and can be sent to over 200 media platforms. Experian is ranked #1 for data accuracy (as validated by Truthset), and Experian Marketing Data is the foundation for successful targeting, enrichment, and activation. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Connect with our audience team Appendix Here are the complete audience segment names (taxonomy paths) for all audience segments discussed in this blog post. New audiences Autos, Cars and Trucks > Near Market > 24-Month Future Car Buyers Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Black Friday Autos, Cars and Trucks > Ownership – Geo-Indexed > Geo-Indexed Audiences –Hybrid Vehicle Retail Shoppers: Purchase Based > Seasonal > Holiday Budget Savvy Airline Travelers Household income level Demographics > Household Income (HHI) > $100,000+ Demographics > Household Income (HHI) > $75,000+ Demographics: Ages Demographics > Ages > 25-54 Demographics > Ages > 30-39 Demographics > Ages > 35-39 Demographics > Ages > 40-49 Homeowners Demographics > Homeowners/Renters > Homeowner Military Lifestyle and Interests (Affinity) > Occupation > Military – Inactive Automotive Autos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUV Autos, Cars and Trucks > In Market-Body Styles > Full-Size SUVs Latest posts
Experian, the leader in powering data-driven advertising through connectivity, is thrilled to unveil our latest solution, Digital Graph and Marketing Attributes. This joint solution supplies marketers and platforms with the insights and connectivity needed to understand who their customers are and reach them across digital channels. The uncertainty around third-party cookies in Chrome and the overall decline in signal complicates the industry’s ability to reach the right consumer. Omnichannel media consumption results in scattered data, making it harder for marketers and platforms to understand consumer behavior and reach them across channels. These challenges call for a comprehensive solution. Our Digital Graph and Marketing Attributes solution addresses these challenges by providing identifiers for seamless cross-channel engagement. By adding Marketing Attributes, like demographic and behavioral data, marketers and platforms also gain a better understanding of their customers. This solution uses Experian’s Living Unit ID (LUID) to combine offline and digital data, giving customers deeper insights into consumer behavior, greater audience reach, and improved cross-channel visibility. Benefits of Digital Graph and Marketing Attributes Both our Digital Graph and Marketing Attributes provide value to clients as standalone products. When clients license our Digital Graph and Marketing Attributes joint solution, they have more data at their fingertips, unlocking: Consumer connectivity: When clients license Experian’s Digital Graph, they get access to digital identifiers like mobile ad IDs (MAIDs), connected TV (CTV) IDs, hashed emails (HEMs), and universal IDs so they can target the right consumers with the relevant messages across all digital media channels. Consumer insights: Experian’s 5,000 Marketing Attributes provide our clients with detailed consumer information and insights, such as age, gender, purchase behaviors, and content consumption habits. Marketing Attributes help clients create more relevant messaging and informed audience segmentation. Client examples How OpenX offers richer targeting and more connectivity with Experian OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in audience, data, and identity-targeting. With industry-leading technology, exceptional client service, and extensive scalability across all formats, including CTV, app, mobile web, and desktop, OpenX has a legacy of innovating products that enhance buyer outcomes and publisher revenue while addressing complex challenges in programmatic. In recent years, OpenX has licensed Experian’s Digital Graph with identifiers, contributing to the SSP’s largest independent supply-side identity graph, which offers advanced audiences to buyers and improved data resolution to content owners. More recently, OpenX licensed Experian’s Marketing Attributes to enrich its supply-side identity graph, which includes IPs, MAIDs, and client IDs, with a variety of attributes. This strategic move has helped OpenX’s clients benefit from enhanced consumer insights and addressability, in turn delivering greater reach to the demand side and higher revenue for publishers, despite industry signal loss. "We built on our long-term partnership with Experian to enrich our digital IDs with Experian’s Marketing Attributes, which help provide buyers better insights to audiences, thereby helping our publishers monetize their inventory. With partners like Experian, OpenX effectively facilitates the value exchange between demand and supply, ensuring our partners are able to drive results for their business in the era of signal loss"Craig Golaszewski, Sr. Director of Strategic Partnerships, OpenX How StackAdapt licenses our product bundle to address three different use cases StackAdapt is the multi-channel programmatic advertising platform trusted by marketers to deliver exceptional campaigns. They drive superior results through a variety of solutions, like contextual and first-party targeting, brand lift measurement, and optimization through insights. StackAdapt licensed a similar yet unique product combination, our Digital Graph and our Audiences. StackAdapt uses the Digital Graph to allow clients to onboard their first-party data in a seamless, self-serve manner that allows them to further segment their data using Experian Audiences. “StackAdapt has been recognized as the most trusted programmatic platform by marketers, and with the integration of Experian’s Digital Graph and Audiences, we are strengthening our leadership in the space. This partnership improves our ability to deliver precise cross-channel segmentation, reach, and measurement, helping advertisers run more successful campaigns. Our collaboration with Experian allows us to offer a differentiated solution in the market and ensure our clients can deliver the most precise and impactful ads to their audiences.”Denis Loboda, Senior Director of Data, StackAdapt We recently announced a new partnership with StackAdapt. This collaboration brings the power of Experian's identity graph, syndicated and custom audiences directly to the StackAdapt platform. Read the full details in our press release here. Four ways to use Digital Graph and Marketing Attributes When these two products come together, our clients have a 360-degree view of their consumers, which helps them power four critical use cases: Analytics and insights: Learn more about your consumers by connecting our Marketing Attributes with our Digital Graph's identifiers. For example, a retailer can discover that their recent customers over-index as pickleball fans and players, leading the retailer to sponsor a professional pickleball event. Inventory monetization: When supply-side partners know their audience better, they can attract advertisers in search of that audience. For example, a publisher might find out that their audience is full of pickleball fans, leading them to reach out to brands that want to reach this audience. Activation: Companies with access to more digital identifiers from our Digital Graph can reach more people, while controlling frequency across channels. A company might know that they want to reach pickleball fans. Now, they have the digital identifiers needed to reach pickleball fans across all digital channels where they consume content, leading to increased reach. Measurement and attribution: Use the Digital Graph’s support for various digital identifiers to understand all consumer touchpoints, from media impressions to conversions. Then, lean on our Marketing Attributes to determine who your messaging resonated with. For example, a company uses our Digital Graph to know if it was the same individual who was exposed to an ad on CTV and converted via e-commerce. On top of that, the company can use our Marketing Attributes data to find out that the people who purchased were overwhelmingly pickleball fans. Connect with us to learn more about how our Digital Graph and Marketing Attributes joint solution can provide the data and insights you need to create, activate, and measure cross-channel media campaigns. 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After a six-month beta period, collaboration in Snowflake Data Clean Rooms using Experian's offline or digital graph is now generally available for all clients. As part of this, Experian is excited to announce that Experian's identity graph will be integrated into Snowflake's Data Clean Rooms. With the growing importance of data privacy and marketing efficiency, this partnership builds off of Experian's previously-announced integration into Snowflake's AI Data Cloud for Media. Adding Experian's identity graph to Snowflake Data Clean Rooms helps advertisers, advertising platforms, and measurement partners work more effectively. Built upon Experian’s rich offline and digital identity foundation, with support for various identifiers across platforms, collaboration in Snowflake Data Clean Rooms helps clients maximize the value of their data and meet the diverse needs of modern business: Collaborate with partners for richer data insights Achieve higher match rates Improve audience building Produce more accurate and complete reports Ensure data privacy Seamless integration of AdTech and MarTech platforms Regardless of the identifier type you are looking to collaborate on, Experian has the identity data in Snowflake Data Clean Rooms to support you and your partner. This leads to higher match rates and more resolved data for you to use to benefit your media initiatives. "Integrating Experian's identity graph into Snowflake Data Clean Rooms marks a transformative leap for digital marketing. This collaboration empowers advertisers, programmatic platforms, and measurement partners with unparalleled accuracy, privacy, and efficiency. Together, we are excited to provide innovative solutions to meet the evolving needs of our clients."Kamakshi Sivaramakrishnan, Head of Data Clean Rooms at Snowflake The Experian and Snowflake partnership showcases how collaboration can enhance scalability and cost-efficiency. Data clean rooms provide a secure environment where multiple parties can share, join, and analyze their data assets without leaving the clean room or exposing the underlying data. By integrating Experian's identity graph within Snowflake's secure platform businesses of all sizes can receive advanced data collaboration and identity tools without the high costs usually involved. The integration prioritizes consumer privacy and data security. Backed by Experian’s Global Data Principles, Experian's deep roots in data protection and security provide customers with the most trusted way to share data and protect consumer privacy. With Experian's graph in Snowflake Data Clean Rooms, customers will get a solution that respects customer consent, safeguards sensitive data, and ensures that processing occurs with the utmost respect for user confidentiality and preferences. Further, Snowflake Data Clean Rooms uses advanced methods to preserve privacy, such as differential privacy and secure computations on encrypted data, enabling data security and integrity. Together, these methods prevent unauthorized access by keeping sensitive data within the secure confines of the cleanroom on a strict, collaboration-to-collaboration basis. The collaboration between Experian and Snowflake significantly enhances data matching and identity resolution within the Snowflake Data Cleanroom. Experian’s identity solution uses digital identifiers like hashed emails, MAIDs, and CTV IDs and offline identifiers like name and address. This allows advertisers to reach more consumers and enrich their data. Marketers can easily use their first-party data in the cleanroom, and with Experian's Graph, they get higher match rates for more accurate targeting and campaign measurement. The continued partnership between Snowflake and Experian provide advertisers, platforms, and measurement providers a secure and effective way to collaborate. This sets the stage for continued innovation in programmatic advertising, ensuring that our solutions evolve in step with our clients' needs. If you're not utilizing clean rooms for collaboration but have advanced identity needs, you can license our Graph and seamlessly integrate it into your Snowflake account. Reach out to our team to learn more Latest posts