I’ve officially been at Experian Marketing Services for one month. That’s long enough to get past the onboarding checklists, meet an incredible number of people, and start connecting the dots between what I believed from the outside and what I now see clearly from the inside.
What’s surprised me most is not the scale of Experian’s assets. Everyone knows Experian operates at massive scale. It’s the uniqueness of how those assets come together. Identity. Activation. Curation. Optimization. Measurement. And a culture that understands the responsibility that comes with being the identity and data backbone for the AdTech ecosystem. There’s real energy here around not just what’s possible, but how to do it the right way.
Very early on, this felt like the right move. The people confirmed it immediately. The leadership team reinforced it just as quickly. There’s alignment around how we go to market, how we think about identity, and how seriously we take client trust. That matters, especially in a moment when marketers are being asked to do more with less, prove everything, and still protect the consumer at every turn.
The reality marketers are facing right now
I’ve spent my career working with brands and agencies navigating change. What’s different right now is the level of fragmentation. Signals are everywhere. They’re coming from transactions, media exposure, location, content consumption, commerce, and increasingly from AI-driven interactions that don’t follow traditional linear paths. The challenge is no longer access to data. It’s coherence.
If I’m a marketer today, my core question is simple: How do I tie a durable identity structure to constantly evolving consumer signals, and feed that intelligence into the right places at the right time? Especially as I start interacting with AI buying agents that will make decisions on my behalf. If the signals those systems receive are noisy, incomplete, or misaligned with my brand, I lose control fast.
Identity has to be the foundation
That’s where identity stops being a background capability and becomes foundational. Without a strong, continuously refreshed identity framework, everything downstream breaks. Planning becomes guesswork. Activation becomes inefficient. Measurement becomes misleading. I see too many brands treating identity as a one-time project. Build a graph. Do some householding. Declare victory. But people change. Households change. Signals multiply. Identity has to evolve just as fast.
One of the biggest misconceptions I walked into was how narrowly Experian is often viewed. Many marketers still think of us as a place to buy attributes. Full stop. What I see now is a connected system that supports the full marketing lifecycle:
- Audience creation
- Activation
- Curation
- Optimization
- Measurement
All grounded in identity and executed in a way that’s measurable and privacy-forward.
Audigent + Experian’s data marketplace. This is where things click.
This becomes even more powerful when you layer in Audigent. Audigent was foundational in defining curation, the idea that it’s not just about having data or inventory, but about intentionally pairing the right audience signals with the right supply to drive outcomes. When you combine Audigent’s curation expertise with Experian’s identity, data, and marketplace capabilities, something meaningful happens.
That same philosophy extends directly into our data marketplace. It’s not just about accessing unique data sets. It’s about safely combining Experian data with partner data, or even multiple partner data sets together, to create audiences that simply don’t exist anywhere else. Then tying those audiences to real-world exposure and conversion across online and offline environments.
This matters across industries, but especially in two places:
- Regulated verticals like healthcare and financial services, where accuracy and privacy are non-negotiable.
- Industries sitting on valuable first-party data like retail, travel, and automotive.
No single company has all the signals they need. The opportunity is in collaboration. Partnering data in a trusted environment to create better outcomes and, in many cases, entirely new revenue streams.
Looking ahead
As AI continues to reshape how media is planned and bought, signals will become the currency. Not just any signals. The right ones. Curated, contextual, and connected to identity in a way that reflects real consumer behavior. Marketers who win will be the ones who control that signal flow, rather than reacting to it.
After one month, what excites me most is that Experian is built for this moment. Years of investment in identity. A data marketplace designed for collaboration. And teams who understand that our job is not just to help marketers reach people, but to help them do it responsibly, efficiently, and in a way that actually drives outcomes.
We’re just getting started.
About the author
Kevin Dunn
Chief Revenue Officer, Experian
Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships.
Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together.
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping to lead their brands to new heights in ad tech. Today’s interview is with Jordan Feivelson, VP, Digital Audiences at Webbula. Jordan is a 22-year advertising industry veteran who has worked for media properties such as WebMD and Disney. Over the past ten years, he has transitioned to the data and programmatic space, including growing the data business for Kantar Shopcom and Adstra. What types of advertisers might benefit from utilizing Webbula audiences across various verticals? Can you provide examples of how different industries successfully leverage your data to achieve specific campaign goals? Most advertisers can leverage Webbula’s award-winning attributes for their activation initiatives. Webbula offers approximately 3,000 syndicated segments covering categories such as Demographics, Automotive, Political, Mortgage, B2B, Hobby/Interest/Lifestyle, and Interests & Brand Preferences (brand name targeting). Audience insights and marketing strategies What specific types of audience segments does Webbula provide? How can advertisers leverage these segments to craft more effective, personalized marketing strategies? Webbula has incredible depth and breadth within its verticals, giving marketers the tools to deliver targeted messaging effectively. Our Demographic, B2B, Mortgage, Automotive, and Interest and Brand Preferences segments each contain 500-1,000 segments, all built on deterministic, self-reported, and individually linked data. We ensure the best accuracy with multiple deterministic data points tied to the real world (ex., first name, last name, postal address, and email address). Some examples of our unique syndicated audience types: B2B: A view of the latest industry trends with detailed cuts of the professional world, such as companies with and not within the Fortune 500 companies and job positions that are directors and below. This also includes custom capabilities, including ABM (list of target companies in an activation campaign or by industry code (ex. NAICS, SIC). Interest and Brand Preferences: Consumers who have shown interest and affinity to hundreds of brands (ex., Nike), genres (ex., comedy, hip hop), sports teams, and more. Mortgage: A detailed view of homebuyers’ purchase range, loan type (ex. jumbo loan, standard loan), mortgage amount, interest rate, and more. With Webbula’s audience data, brands can create a comprehensive picture of their audiences down to the individual level and reach them accurately. Data quality, sourcing, and differentiation How is consumer data sourced and curated at Webbula? Are there data quality standards that Webbula establishes for consumer data, and how do you ensure your sources and methods meet these standards consistently? Webbula’s data is aggregated from over 110 trusted and authenticated sources, including publishers, data partners, social media, and more. The data collected comes directly from consumers who self-report information through surveys and other methods. We apply our hygiene filters to mitigate fraud and accurately score the data. Data Collection: The data collected comes directly from consumers who self-report information through surveys, questionnaires, transactions, and sign-ups. This ensures that brands display ads to audiences based on self-identified, cross-channel behaviors, not modeled assumptions. Hygiene Solutions: Webbula applies multi-method hygiene solutions to mitigate fraud and accurately score the data before onboarding, ensuring that all data meets the highest quality standards. Examples of Data Sources: Questionnaires: Self-reported data through surveys, offer submissions, and telemarketing. Transactions: Deterministic data from aftermarket parts, online purchases or services, and more. Sign-ups: Individually linked data from information entered through sweepstakes, infomercials, newsletters, and forms. What differentiates Webbula's data from other data providers in the market? Can you explain the unique value proposition that Webbula offers in terms of data depth and breadth? Due to our extensive experience in data cleansing, we provide the most accurate data within the programmatic ecosystem. TruthSet, the leading programmatic accuracy measurement company, has ranked Webbula as having the highest number of top attributes compared to other data providers with 150M+ HEMs. Additionally, Publicis Groupe and Neutronian further validate Webbula's data quality, underscoring its position as a leader in the industry. Webbula's data stands out in the market due to its unmatched accuracy and quality, achieved through years of expertise in data cleansing. Unlike other providers, Webbula’s foundation lies in its robust email hygiene process, ensuring that all data entering the programmatic ecosystem is thoroughly cleansed. Privacy, compliance, and future-proofing What measures does Webbula take to maintain data privacy and compliance? How do these efforts benefit advertisers in an evolving regulatory landscape and ensure ethical standards? Webbula was created over a decade ago with a future-proof, privacy-compliant foundation. We understand the industry’s rapid changes, including government and state legislation and cookie depreciation. Our goal has always been to build long-term partnerships and ensure we are prepared for industry changes. We rely on validated offline data sources, making us resilient to external influences. Success stories Can you share success stories where advertisers saw significant campaign improvements using Webbula’s data? What were the key factors that contributed to these successes? Our success is measured by client feedback and increased client spend. Webbula has helped several key advertisers achieve six-figure monthly thresholds by providing the most accurate data to meet campaign KPIs. Clients consistently return to use our data, validating our belief that “the proof is in the pudding.” Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Webbula, reach out for a personalized consultation. Contact us Latest posts
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