Originally appeared in The Current
Forget the cookie delay — AI is already rewriting the rules of advertising.
While the industry was busy debating yet another postponement of Chrome’s third-party cookie phaseout, AI quietly became the most disruptive force in marketing. But here’s the twist: AI doesn’t work without identity. If marketers want results — real outcomes, not just impressions — they need to prioritize the data that makes AI go.
First-party data strategies are now mainstream. Interoperable identity solutions like Unified I.D. 2.0 (UID2) and ID5 are gaining adoption across the open web. Connected TV (CTV) has grown into a performance-focused, cookieless channel. Contextual and geo-based targeting have become smarter and more scalable. Identity graphs are helping marketers stitch together signals across devices, platforms, and channels.
The foundation for a better ecosystem isn’t being built — it’s already here.
The AI hype is over — and the stakes are higher
It’s no longer buzz. AI is here, and it’s already reshaping how we plan, activate, and measure advertising.
We’re seeing the rise of agentic AI: systems that don’t just surface insights but act on them. These AI agents are identifying patterns, building audiences, optimizing media buys, and analyzing performance. AI is helping marketers stop guessing and start improving.
But there’s a catch — one we can’t afford to overlook.
AI is only as good as the data it works with. “Garbage in, garbage out.” as the saying goes. And in advertising, that means if you don’t know who you’re reaching, even the smartest AI won’t drive results. To unlock AI’s full potential, marketers need a strong, privacy-safe identity foundation.
Identity is the fuel that makes AI work
AI can personalize creative, optimize in-flight campaigns, and even recommend which channels to prioritize — but it can’t do any of that well without context. And context starts with identity.
Identity connects signals from different devices, logins, channels, and interactions to real people. It tells your AI models who you’re talking to — not just what they clicked. That kind of clarity gives AI the power to make smarter predictions, uncover insights, and deliver relevance at scale. Without identity, AI is guessing. With identity, it’s delivering.
Identity is the foundation of the outcomes era
We’re living in a performance-driven age. Impressions and clicks are no longer enough. Marketers today are being judged by real outcomes: incremental sales, customer acquisition, revenue lift, and long-term value.
To measure those outcomes, you need to know who you reached — and whether they took action. Identity makes that connection possible. It links ad exposure to real-world results. It enables accurate attribution across channels. It powers personalization at every stage of the journey, making every impression more valuable.
This is the outcomes era, and identity is what makes it measurable.
Commerce media and CTV show what’s possible
Two of the fastest-growing channels — commerce media and CTV — are great examples of identity in action.
Commerce media
In commerce media, identity helps retailers and marketplaces organize their customer data, enrich it with external insights, and activate it across their own sites and off-site channels. It makes accurate targeting possible and gives marketers a clear ROI they can prove.
CTV
In CTV, identity helps solve a fundamental challenge: turning anonymous viewers into addressable audiences. On free ad-supported streaming platforms (FAST), identity solutions resolve viewership to the household level. On logged-in platforms, identity enriches profiles with behavioral and purchase data, boosting demand, improving CPMs, and growing revenue.
At Experian, we’ve invested in this future. Our recent acquisition of Audigent brings together data, identity, and activation — under one roof — built to support both AI-driven planning and outcome-based performance.
How marketers can win now
To stay ahead in a world defined by AI and outcomes, marketers need to:
Invest in omnichannel identity
To unify signals across platforms and environments.
Make identity actionable in real time
To inform both targeting and measurement.
Utilize first-party data, clean rooms, and privacy-safe partnerships
To future-proof performance.
Tailor identity strategies
To fit their media mix — because what works in CTV may not apply to in-app or web.
It’s not about rebuilding everything. It’s about building on what’s already working.
Final thought: Identity is the bridge
AI is raising the bar, and outcomes are the new standard. But neither works without identity. The marketers who win won’t treat identity as a compliance checkbox — they’ll treat it as their competitive edge.
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Every year, the Experian team attends the Consumer Electronics Show (CES) in Las Vegas, to immerse ourselves in the world's most significant consumer tech showcase and stay at the forefront of the latest technological advancements and innovations that shape the AdTech industry. This year's event was a vibrant melting pot of innovation and vision, from streamers taking a bigger bite of the advertising pie to the emergence of AI-powered solutions and drone delivery services. Amidst these advancements, the dynamic interplay of technology, media, and advertising raised important questions, especially in the context of evolving regulations and cookie deprecation. During CES, we captured insights from various thought leaders, and in the coming months, we'll be sharing these valuable perspectives with you. Watch the video below for full insights coming from our content studio onsite during the event. Or, keep reading for a recap on four key trends from CES and what they mean for your business in 2024! “My first CES was a major success. You could feel the buzz in the air as new ideas and partnerships were being created within and across industries. The intersection of the different players within retail media, connected TV, retail technology, the demand and supply-side, and agencies all in an ever-changing world of regulation and privacy begs for a solution that can maximize a successful outcome for all.”anne passon, sr director, sales, retail & cpg 1. Audience targeting: How first- and third-party data work together A central theme at CES was the importance of audience targeting, highlighting the crucial role of first-party data. However, it’s clear that to maximize its potential, this data needs to be augmented with sophisticated identity solutions and enriched with third-party insights, all while navigating the complexities of privacy regulations. This integrated approach is vital to understanding audiences and for creating more effective marketing strategies that comply with privacy regulations. 2. Standardizing metrics in retail media networks The challenges around retail media networks, particularly in terms of standardizing metrics like incremental return on ad spend (iROAS), were a hot topic at CES. This complexity around this topic underscores the need for neutral, expert third parties to help bring clarity and consensus, aiding businesses in navigating this multifaceted domain. 3. The challenge of switching data solutions Discussions covered the broader challenges associated with transitioning to new data solutions. For businesses, this involves a critical assessment of the benefits versus the costs and complexities of adopting new platforms or systems. This decision-making process is increasingly significant as data strategies become integral to marketing success. 4. Identity solutions in a cookieless future With the industry moving toward a cookieless future, the spotlight at CES was on the importance of robust identity solutions. Understanding the functionality and necessity of various universal IDs is essential to minimize data loss and maintain effective targeting. Investing in flexible and adaptable identity solutions like the Experian Graph is essential to maintain effective targeting and audience engagement in this new landscape. Announcements and advertising innovations at CES 2024 CES was a stage for significant announcements and innovative marketing initiatives: Criteo and Albertsons announced their collaboration in retail media. Instacart's partnership with Google for enhanced shopping ads and AI shopping carts. NBCUniversal's advancements in streamlining programmatic advertising. Brands like Netflix, LG, Freewheel, and Amazon Ads also captured attention with their creative marketing strategies, ranging from unique collaborations to themed promotions and captivating events. These insights from CES provide a glimpse into the future of technology, media, and advertising. They highlight the need for adaptability, innovation, and informed decision-making in these dynamic industries, especially in the context of privacy regulations. Stay tuned for our series of posts where we'll dive deeper into these topics, sharing exclusive insights from industry thought leaders. Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Contact us Latest posts
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