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.
Latest posts
If you buy media today, you’re already feeling the shift: the best results don’t always come from broad, open auctions or static “safe site” lists; they’re coming from deals that combine the right data with the right inventory and let algorithms optimize in real time. That’s curation. And when it’s done right, it reduces data and media waste for buyers and raises eCPMs (effective cost per thousand impressions) and win rates for publishers. As part of our Cannes Content Studio series, leaders from Butler/Till, Index Exchange, OpenX, PubMatic, and Yieldmo discuss how curation cuts waste and lifts results. What is real curation? Real curation isn’t “packaging inventory.” It’s a strategic framework built on three pillars: 1. Unique data Privacy-compliant and accurate. 2. Strong supply connections Access to quality inventory from publishers at scale. 3. Optimization tools To measure, refine, and improve performance throughout the campaign lifecycle. Why it matters: Manual approaches hit a ceiling. They can’t react quickly to shifting content, identity signals, or auction dynamics. That’s where technology partners come in, keeping the optimization loop running continuously. Intelligence at every touchpoint Curation isn’t about shifting control between platforms. It’s about better brand decisions, connecting opportunity-rich supply to the brand’s preferred buying platform and enriching each buy with audience data. In practice, supply-side platforms (SSPs) are ingesting richer signals to route inventory more effectively and support frequency caps and deal prioritization, in collaboration with demand-side platforms (DSPs). "I think we’re seeing a shift toward bringing more DSP capabilities into the SSP, like supply-side targeting and data driven curation. Advancements in areas like CTV are enabling targeting based on content signals, and SSPs are pulling in more data to inform which supply is sent to the DSP, helping with things like frequency caps."Matt Sattel Why page-level targeting beats static lists Static domain lists were a useful first step for quality control. The intent was sound, but the approach was too cumbersome for today’s signal-rich buying. Today, AI and contextual engines read the page, not just the site, and adapt in real time. Page-level logic delivers three key benefits: Accuracy by targeting high-intent, page-level content. Relevance by matching the creative to both the content and the audience context. Speed by enabling campaigns to move away from underperforming pages in real time, without waiting for a manual trafficking change. "AI-driven contextual engines evaluate the page, not just the domain, to curate inventory in real time. That moves curation from static allowlists to adaptive logic for greater accuracy, relevance, and speed."Sophia Su Partnerships broaden who influences the buy Curation works when publishers, agencies, data partners, and platforms share signals and KPIs. Horizontal curation (across multiple SSPs) assembles broader, higher-quality reach and resilience, ideal for scale and diversity of supply. Vertical curation (an SSP’s in-house product) provides deep controls within a single exchange, useful for specific inventory strategies. Creative and data now shape supply and demand: better creative decisioning, tested against richer signals, improves outcomes. DSPs remain central for activation and pacing. But the sell-side’s growing intelligence means more accurate inventory routing and signal application before a bid ever fires. "Curation will continue to evolve through deeper data partnerships and expanded use across publishers and agencies, with more sophisticated types of optimization. DSPs will remain critical to activation, even as sell-side decisioning plays a larger role in identifying and shaping the supply to select."Mike McNeeley Curation delivers access and measurable performance Here’s what curated deals are delivering. For buyers ResultType of result36-81%savings on data segments10-70%lower cost per click (CPCs)1.5-3xhigher click-through rates (CTRs)10-30%higher video completion rates For publishers ResultType of result20%bid density118%win rate10%revenue on discovered inventory25%eCRM on incremental impressions Why it works: When data, supply, and optimization are integrated, you reduce waste, surface better impressions, and let algorithms compound your advantage. That’s why curated private marketplaces (PMPs) have grown at ~19% compound annual growth rate (CAGR) since 2019. "Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. Smarter packaging and signal application tighten auctions and strengthen outcomes."Howard Luks Holistic curation streamlines planning and outcomes Curation adds the data layer earlier in the buying process, starting at the supply-side. This creates more opportunities to reach the right audience and improves scale and performance. By replacing multiple line items with a single curated deal, campaign setup becomes faster and less error-prone. Curated deals also simplify measurement by including the necessary context for accurate attribution, while dynamic adjustments ensure campaigns remain optimized without requiring manual updates. "Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. Smarter packaging and signal application tighten auctions and strengthen outcomes."Gina Whelehan It’s much more streamlined, bringing more pieces together so we’re thoughtful and holistic. Adding the audience and data element creates more scale and strategy in how we curate supply and data, and ultimately better results for clients. The bottom line Curation has matured from buzzword to performance system. DSPs still anchor activation and pacing, but better sell-side pipes now pre-route inventory and apply signals before any bid starts, making the whole system faster and more accurate. When you combine unique signals, tight supply connections, and always-on optimization, you gain addressability, reduce waste, and achieve better business outcomes for both buyers and sellers. Curation isn’t just a trend; it’s where programmatic advertising is headed. Start testing curated PMPs today to see the difference for yourself. Explore curated PMPs with Audigent Curation FAQs What is curation in performance marketing? Curation in performance marketing is the process of combining data, inventory, and optimization to deliver better results. Audigent supports curated strategies through privacy-safe data and advanced integrations. How does curation benefit marketers? Curation reduces wasted spend by targeting high-quality impressions and optimizing campaigns in real time. Audigent’s solutions help marketers achieve higher click-through rates, lower costs, and better engagement across channels. What are curated PMPs, and why are they important? Curated PMPs are deals that use curated data and inventory to deliver measurable results. They help buyers save on data costs, improve ad performance, and achieve better video completion rates, while publishers see higher win rates and revenue. How does Audigent support curated strategies? Audigent provides unique data assets, privacy-safe integrations, and optimization tools that help marketers and publishers create curated deals. Our solutions ensure campaigns are more efficient, targeted, and effective from start to finish. What’s the difference between horizontal and vertical curation? Horizontal curation combines inventory across multiple platforms for broader reach and diversity, while vertical curation focuses on deep control within a single platform. Both approaches can be tailored to specific campaign goals with Audigent's expertise. Latest posts
In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us Identity resolution FAQs Why is identity resolution critical for CTV and cross-channel campaigns? Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web. What strategies help address the loss of cookies and mobile IDs? Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade. How can engagement translate into measurable results? Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration. What makes cross-channel targeting more effective? By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith VP Product, Data Products, Infillion Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts
Audigent, a part of Experian, was named Microsoft Advertising’s Curator of the Year. The honor recognizes Audigent’s leadership for advancing privacy-safe, sell-side curation that packages high-quality audiences with premium supply for measurable campaign performance. Once only a buzzword, curation has become a mainstream strategy for activating advertisers’ first-party data and streamlining programmatic buying. To recognize this shift and the leaders driving it, Microsoft introduced Curate and established the Curator of the Year award to celebrate excellence in this category. Audigent was recognized for: End-to-end curation from audience planning through activation for outcomes-based, closed-loop programs. Breadth of deal and supply types using unique datasets, real-time supply connections and always-on optimization. Data-driven activation with curation across a large publisher footprint that utilizes Experian marketing data, first-party data, and partner audiences. Audigent’s unique, contextual, and predictive audience data solutions are built into all programmatic media buying. The combination of Audigent’s Real-Time Data and Curation Platform and first-party data, along with Experian identity and optimization, turns real engagement into ready-to-activate audiences. These audiences are available within Microsoft Curate and across omnichannel buying. "Audigent is proud to be named Microsoft Advertising’s Curator of the Year. This is a clear validation of the work our team has done to make curation the new standard in data-driven programmatic activation. We will continue to set the standard by expanding curated deals in Microsoft Curate. This will help maximize efficiency across the bidstream.”Chris Meredith, Head of Supply Side Partnerships Together, Experian and Audigent connect identity to inventory, enabling advertisers to reach the right audiences with precision and scale. By harnessing Experian identity and audience solutions and activating Audigent-curated deals in Microsoft Curate, brands can unlock new levels of efficiency and performance across every programmatic channel. This recognition sets the stage for even greater innovation, collaboration, and results in the year ahead. Ready to design your curated library? Let's connect Latest posts