At A Glance
Marketing in 2026 will hinge on connection: between AI and data accuracy, commerce media and category expansion, and curation and programmatic efficiency. These shifts mark marketing’s “6–7 moment,” when once-fragmented parts finally snap together. Experian’s 2026 Digital trends and predictions report outlines the forces shaping this more unified era.Remember when “6-7” was all over your feed and no one really knew why, but somehow everyone got it? In 2025, the internet proved that connection doesn’t always make sense — at least not at first. The “6-7” meme was random, ridiculous, and everywhere. It spread because it felt connected; an inside joke everyone could share.
Marketing in 2026 will have its own 6-7 moment. Experian’s 2026 Digital trends and predictions report explores how 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. After years of fragmentation, the industry is finally unifying around shared foundations: data accuracy, identity resilience, and measurable performance.
Here are three connections to watch for in 2026.
1. AI is only as good as its data foundation
AI’s performance depends on the quality, recency, and integrity of its inputs. In 2026, marketers will recognize that the differentiator is not the algorithm itself but the data that informs it. As AI becomes embedded into workflows (from audience discovery to media optimization) accurate identity and privacy-safe data become essential.
Why it matters
Good data fuels responsible automation, predictive insight, and personalization that feels human. Without it, even the most advanced models will simply automate bad decisions faster.
What actions should marketers take to strengthen their data foundation?
To make AI adaptive, ethical, and aligned with real-world context, marketers need to strengthen the data foundation beneath it. In 2026, that means taking four core actions:
1. Prioritize accuracy
Verify data and anchor it in real human identity, rather than inferred or fragmented signals.
2. Keep data fresh
Ensure inputs stay current through continuous updates that reflect real-time consumer behavior and conditions.
3. Maintain consent standards
Source data responsibly and stay compliant with privacy regulations emerging across 20+ U.S. states.
4. Enable interoperability
Connect data securely across platforms through a signal-agnostic identity framework that supports consistency and scale.
When these elements come together, AI becomes more than just automation: it becomes adaptive, ethical, and responsive to real-world context.
2. Commerce media expands beyond retail
Commerce media is no longer just a retail play. What began as retailers monetizing their data and media has evolved into a multi-sector movement uniting data, media, and transaction insights. Auto, travel, CPG, and even financial brands are launching their own media networks or partnering with existing ones to close the loop between exposure and conversion.
More than half (58%) of advertisers are interested in advertising on non-retail media networks.
eMarketer
Why it matters
In 2026, commerce media becomes a strategy for any brand with first-party data, measurable outcomes, and the need for closed-loop insight.
What should marketers do with this expansion?
Activate beyond owned channels
Extend audiences beyond owned inventory into addressable connected TV (CTV) and open-web environments where identity links every impression to real outcomes.
Make identity the growth engine
Privacy-first identity resolution increases data addressability and keeps media measurable across every channel.
Collaborate for scale and consistency
Partner with providers that deliver transparency, interoperability, and shared measurement – not just data volume.
3. Curation becomes the programmatic standard
Curation is reshaping programmatic advertising into something more focused, efficient, and accountable. In an era shaped by privacy regulation and signal loss, curation brings identity, quality, and control together, allowing marketers to target confidently across CTV, audio, and the open web.
More than 66% of open-exchange ad spend (over $100 billion annually) now runs through curated private marketplaces (PMPs).
eMarketer
Why it matters
Curation aligns with the industry’s need foraccurateidentity, transparent supply, and stable outcomes, especially as traditional signals fluctuate.
How can marketers use curation more effectively?
Utilize supply-side innovation
Use supply-side platform (SSP) curation tools from partners like Index Exchange and Magnite to optimize in real time and keep your supply paths transparent.
Adopt curated marketplaces
Work with agency-built marketplaces from groups like GroupM and Butler/Till to control data costs, maintain transparency, and improve performance.
Activate with Experian Curated Deals
Tap high-performing audience segments, including PurpleLab’s HIPAA-compliant health audiences, through curated PMPs in leading demand-side platforms (DSPs) such as Amazon DSP.
Optimize and prove performance
Combine Experian data with Audigent supply-path intelligence to adjust campaigns mid-flight using metrics like CPM, CTR, and video completion rate.
2026 will be the 6-7 era for marketing
The “6-7” meme didn’t need to make sense to go viral. But your marketing does.
2026 will be the year marketers move from fragmentation to connection. Download Experian’s 2026 Digital trends and predictions report to explore all five digital marketing trends shaping 2026.
Ready to get started? Connect with a member of our team
About the author
Fred Cheung
Director, Partnership Sales, Audigent, a part of Experian
Fred Cheung has spent over a decade in the programmatic advertising space, with roles at Mindshare, Jounce Media, Twitter, and The Trade Desk. His deep experience in trading and product management helps in his current function on the Experian Marketing Services’ Sales team where he focuses on data growth and adoption across the industries’ leading buy-side platforms.
FAQs
Experian uses this phrase to describe the inflection point where AI, identity, commerce media, and programmatic curation finally connect in practical, scalable ways. It reflects the shift from fragmentation toward unified activation and measurement. Experian covers five digital marketing trends to watch for in 2026 in our 2026 Digital marketing trends and predictions report.
Experian provides verified consumer data, identity resolution, and privacy-first frameworks that strengthen AI accuracy. AI tools require reliable inputs, and Experian’s data foundation helps marketers apply AI in predictive modeling, audience insight, and media optimization.
Identity allows brands and media networks to connect exposure to conversion across sites, screens, and environments. Experian supports this through resilient identity frameworks that maintain recognition even as signals shift.
Experian provides high-performing audience segments and outcome-based signals that improve curated PMP performance. These capabilities give buyers more control, more stability, and clearer pathways to measurable results.
Experian’s 2026 Digital trends and predictions report outlines the five forces shaping the year ahead, including AI’s dependence on data quality, commerce media expansion, and the rise of curation.
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Cuebiq’s mission, as an offline intelligence and measurement company, is to quantify how digital marketing impacts offline consumer behavior. This case study shows how Cuebiq partnered with Experian to continue delivering in-store lift analyses despite signal loss. To achieve this, Cuebiq used Experian’s Activity Feed to resolve digital ad exposures to mobile ad IDs, so that marketers could know the effectiveness of their media campaigns on in-store visits and purchases. Even as Google backs away from third-party cookie deprecation, the need for flexible, future-proof identity solutions remains. By working with Experian, Cuebiq could help their clients more accurately measure their campaigns and optimize their media. Challenge: Increasing match rates across digital platforms Cuebiq wanted to enhance how well they connect digital ad exposures, across web, mobile, and connected TV (CTV), to mobile ad IDs (MAIDs), of consumers who visited their clients’ stores. They needed a single technology partner who could collect data across these environments and improve these connections. With the ability to resolve exposures to households, individuals, and MAIDs to then facilitate attribution of digital exposures to offline store visitation, Cuebiq could continue to provide accurate reports on how digital ads impact offline consumer behavior. This clarity in data enables their clients to fine-tune their marketing strategies. Cuebiq’s key objectives included: Resolving digital exposures to MAIDs Increase overlap of offline and online data Improving the effectiveness of offline measurement offerings Activity Feed: The solution to increase match rates Experian’s Activity Feed pulls together fragmented digital event data from all digital channels, including browsers like Safari and Firefox that restrict traditional tracking methods. Activity Feed ingests and ties digital ad exposure and website activity data to household or individual profiles hourly, helping client's associate ad exposures to impact by a household or individual. Activity Feed plays a crucial role in overcoming fragmented data and helping marketers accurately measure their cross-channel marketing efforts. Cuebiq used Activity Feed to resolve exposure data from all environments, even cookieless ones, to a single household or individual and saw significantly higher match rates. Cuebiq received their clients’ ad exposure data resolved to mobile ad IDs (MAIDs) and correlated it to their clients’ in-store visitation and sales. To do so, Cuebiq implemented the Experian pixel, which they placed to track all their marketers’ impressions (mobile, CTV, web traffic, etc.). The Experian pixel collects information in real-time, such as: Timestamp Cookies Device ID (MAID/CTV) when available IP address User-Agent Impression ID “Before we started working with Experian, we couldn’t fully maximize ad views across the complex digital landscape. In just a few weeks, they were able to maximize the match rate across the fragmented digital inventory, solving a huge problem when it comes to cross-channel attribution.” Luca Bocchiardi, Director of Product, Cuebiq Results Activity Feed combines separate data streams and matches them back to a household. This enables Cuebiq to expand household IDs and accurately identify MAIDs that are seen in-store for cross-channel measurement. Over a 21-day period, Cuebiq passed ~1 billion events to Experian. Activity Feed resolved 85% of total events to a household, 91% of which were tied to MAIDs. By implementing Activity Feed, Cuebiq was successfully able to: Gain clearer insights into the success of their client‘s campaigns Match consumer engagements in a privacy-compliant manner Tell the story of the key performance indicators (KPIs) related to their marketing efforts A solution for measurement across cookied and cookieless environments Activity Feed is prepared for whatever the future of signal loss holds in store, capable of using third-party cookies and alternative IDs, like UID2.0s, ID5 IDs, hashed emails, and IPs for identity resolution. Experian remains fully committed to exploring a suite of next-generation solutions and prioritizing continued testing of different industry solutions to help customers maintain consumer visibility amidst signal loss. We’ve identified six viable alternatives to third-party cookies, how these alternatives fall short, and how Experian can help you navigate these alternatives. “Experian’s customer service is extremely efficient and collaborative. We trust them to keep putting our business first long-term.”Luca Bocchiardi, Director of Product, Cuebiq Download the full case study to discover how Cuebiq used Activity Feed to overcome their challenges. Your path to maximizing match rates and resolving data from cookieless environments starts here. Download the full case study Contact us About Cuebiq Cuebiq is transforming the way businesses interact with mobility data to providing a high-quality and transparent currency to map and measure offline behavior. They are at the forefront of all industry privacy standards, establishing an industry-leading data collection framework, and making it safe and easy for businesses to use location data for innovation and growth. To learn more, visit their website at www.cuebiq.com Latest posts
Experian offers a suite of next-generation tools built on the Experian Digital Graph to help marketers adapt to ongoing signal fragmentation and privacy regulation. These solutions enable brands to maintain behavioral targeting and campaign performance even as traditional signals decrease. Through Experian's integration with Audigent, we now offer early access to Curated Deals, contextually-indexed audiences, and Geo-Indexed Audiences that help advertisers test privacy-first audience activation in a period of accelerating signal fragmentation. Experian and Audigent offer a data management platform (DMP) that enables publishers to collect, manage, and understand their first-party data, while also accessing third-party data, to better monetize their data assets. At the same time, Experian continues to advance its signal-agnostic Digital Graph, which already covers industry-standard universal IDs, like Unified ID 2.0 (UID2) and ID5, as well as both IPv4 and IPv6, which are becoming more and more prevalent. Together, these updates give marketers a reliable, privacy-forward foundation for audience reach, cross-device targeting, and measurement as signal fragmentation continues to reshape digital advertising. How is Experian's Digital Graph evolving in a multi-signal world? Signal fragmentation is reshaping how marketers reach and measure audiences, so we continue to strengthen the Experian Digital Graph to keep performance steady across channels. Recent updates focus on improving connectivity, accuracy, and durability: More signals to keep reach strong: We added IPv6 and phone-based UID2s to our Digital Graph, building on the hashed email (HEM)-based UID2s we already support. Better AI models for cleaner identity data: We improved our AI clustering and device classification models to sharpen ID resolution. More stable customer profiles: We enhanced stability in our Digital Graph by tying it more closely to our Offline Graph, ensuring more complete customer profiles that last over time. Together, these updates give marketers a more resilient identity foundation and help maintain performance in a market defined by rising signal fragmentation. How is Experian advancing contextual targeting and geo-based targeting with our partners? AWith more signals in market and traditional identifiers becoming less reliable advertisers are returning to tactics that don’t rely on cookies. Contextual targeting and geo-based targeting have both delivered results for years, and are becoming even more important as marketers look for consistent ways to reach audiences without relying on ID-level data. Experian is modernizing these approaches by pairing Experian Marketing Data with contextual and geographic signals to create privacy-first activation paths that hold up as identifiers fade. With our acquisition of Audigent, we’re expanding the ways marketers can activate privacy-forward audiences at scale. Together, these capabilities strengthen how brands reach people with relevant experiences, even as traditional IDs fade: Contextually- Indexed Audiences: We index Experian’s syndicated audiences against contextual signals inside private marketplace (PMP) deals using Experian’s Digital Graph and Audigent’s Hadron ID. In a 15-day test with a national advertiser, this ID-less approach exceeded click-through rate goals by 25% while matching the scale and delivery of ID-based campaigns. Geo-Indexed Audiences: We also offer Geo-Indexed Audiences that use location-based signals to reach consumers in the right places and moments, providing another durable option when IDs are unavailable or restricted. Evolving toward more intent-rich signals: Looking ahead, we are developing ways to incorporate additional intent indicators, such as content consumption patterns and repeated contextual behaviors, to give marketers stronger cues about where their audiences are in their decision process, all without relying on user-level identifiers. Together, these tactics make contextual and geo-based targeting more measurable, scalable, and privacy-safe, helping marketers keep performance steady as signal fragmentation accelerates. Which alternative IDs does Experian's Digital Graph support? Experian’s signal-agnostic Digital Graph is designed to interoperate across identity frameworks and connect digital identifiers into a single, privacy-compliant system. It now supports alternative IDs such as: UID2s ID5 IDs HEMs Connected TV (CTV) IDs Our Digital Graph is rebuilt weekly to maintain high accuracy and addressability across campaigns. These capabilities ensure marketers can continue cross-device activation and measurement as legacy signals decline. “Experian is a valued partner in Nexxen’s unified identity graph powering the Nexxen data platforms, which bring us the ability to seamlessly onboard client data, activate campaigns, and measure performance while maximizing biddable opportunities for our advertisers. They help ensure our clients can continue reaching audiences at scale and successfully execute campaigns.”Chance Johnson, Chief Commercial Officer What's next for Experian's identity and connectivity roadmap? As digital signals change and CTV viewership grows, we continue to expand the identifiers supported within the Experian Digital Graph. Recent additions such as IPv6 and phone-based UID2s, alongside existing IPv4 and email-based IDs, help marketers and platforms understand the full customer journey across screens and households within a privacy-first framework. We are committed to maintaining and increasing connectivity in the digital world, ensuring that clients can reach their audiences even as familiar signals decline. A core part of that commitment is strengthening the overlap between our Offline and Digital Graphs. This work improves cross-channel consistency and gives marketers more reliable links between individuals, households, and devices. As we keep investing in identity resilience, clients can expect ongoing innovation that supports addressability and performance despite evolving privacy constraints. Start exploring privacy-first audience targeting through Experian's data marketplace How can marketers maintain addressability at scale today? Experian’s connected toolkit of signal-agnostic advertising solutions empowers brands to continue reaching audiences with confidence: Identity resolution through Experian’s Digital Graph Curation via Audigent Cross-device measurement built for privacy compliance Universal ID interoperability across platforms As the industry adjusts to signal fragmentation, Experian provides the scale, trust, and connectivity required to sustain effective targeting. A resilient path forward for addressable advertising As the AdTech industry continues to evolve, Experian’s Digital Graph continues to power interoperability, scale, and privacy-safe measurement. With data ranked #1 in accuracy by Truthset, collaborations across the AdTech ecosystem, and ongoing support for universal IDs, Experian gives marketers a reliable path to addressable, measurable, and privacy-first advertising. Connect with our team About the author Budi Tanzi, VP of Product and Solution Engineering, Experian Marketing Services Budi Tanzi is the Vice President of Product at Experian Marketing Services, overseeing all Identity Products. Prior to joining Experian, Budi worked at various stakeholders of the ad-tech ecosystem, such as Tapad, Sizmek and StrikeAd. During his career, he held leadership roles in both Product Management and Solution Engineering. Budi has been living in New York for almost 11 years and enjoys being outdoors as well as sailing around NYC whenever possible. FAQs How does Experian's Digital Graph help marketers prepare amidst signal fragmentation? Experian’s Digital Graph enables consistent audience targeting and measurement across browsers and devices using privacy-compliant identifiers. It connects verified digital data, giving advertisers continuity as traditional IDs become less reliable.Experian’s Digital Graph supports consistent audience targeting and measurement across browsers and devices using privacy-compliant identifiers. By connecting verified digital data, the Digital Graph gives marketers continuity as signals such as cookies, device IDs, and IP-based identifiers become less reliable. Recent updates, including IPv6, phone-based UID2s, and improved AI clustering, help you maintain reach and accuracy even as digital signals shift. What partners support Experian’s signal fragmentation strategy? Experian works with a variety of partners to source digital IDs. We work with The Trade Desk and ID5 to incorporate their universal IDs into our Digital Graph. Additionally, Audigent, now a part of Experian, offers Curated Deals, which are a non-cookie dependent way to provide reach and relevance. Does Experian’s Digital Graph comply with privacy standards? Yes. Experian’s identity and data solutions align with IAB Data Privacy Standards and regulations such as the California Consumer Privacy Act (CCPA), ensuring transparent and compliant data use. What future plans does Experian have for the Digital Graph? Our current focus is to increase the overlap between our Offline and Digital Graphs, enabling more cross-channel addressability for our clients. We also continue expanding supported identifiers and improving our AI models to maintain performance as signal fragmentation grows. How can I get started testing Experian’s signal-agnostic solutions? You can reach out directly to explore privacy-first activation options, including contextual, geo-indexed, curated deals, and ID-based strategies supported by the Experian Digital Graph. Latest posts
What is Experian Third-Party Onboarding? Experian Third-Party Onboarding is a our capability that streamlines how third-party data providers distribute and monetize their audience segments across Experian’s connected ecosystem. It reduces friction in the onboarding process, allowing data providers to reach more buyers through direct integrations with over 20 programmatic, social, and TV platforms. Key benefits at a glance Future-proofed addressability Access to premium connected TV (CTV) and cross-channel activation Clear pricing and faster reporting Self-service control and expert support Flexible audience support Data providers including AnalyticsIQ, Circana, Dun & Bradstreet, PurpleLab, PlaceIQ, and over 20 more are already using Experian Third-Party Onboarding. Read the announcement in AdExchanger Why now? The industry shift driving third-party onboarding Marketers and platforms are under growing pressure to maintain audience addressability amidst signal loss and increasing privacy regulations. Experian’s Third-Party Onboarding meets this demand by unifying AI-enhanced identity, compliance, and monetization in one place. What's the difference between first-party and third-party onboarding? Find out here How does Experian Third-Party Onboarding improve connectivity and addressability? Experian Third-Party Onboarding builds on the infrastructure that powers our own syndicated audience distribution. Since 2020, we've shifted from third-party partners to direct platform connections, giving data providers access to the same high-performance network. Verified performance metrics The data below highlights the performance advantage of Experian Third-Party Onboarding compared to our competition. MetricExperian performanceProgrammatic addressability50% higherConnected TV (CTV) addressability73% higherActive digital IDs (weekly)4.2 billion "Moving beyond cookie-only third-party onboarding solutions is critical for our users in the age of cookie deprecation, and Experian's identity graph does that. Experian's match rates and speed to turn around audiences to a large number of platforms is critical for our political buyers during this very busy campaign season."Paul Westcott, EVP What unique advantages does Experian Third-Party Onboarding offer? Experian Third-Party Onboarding combines AI-powered identity technology with user-centric design to make onboarding seamless and scalable. Future-proofed addressability With Experian's advanced Digital and Offline Graphs embedded within our Third-Party Onboarding solution, user audiences will automatically be expanded to a deep set of identifiers to ensure scale and maximum addressability. Identifiers include: CTV IDs Mobile ad IDs (MAIDs) IP addresses Unified I.D. 2.0 (UID2) Hashed emails (HEMs) and more Access to premium CTV and cross-channel activation Tap into 300 million CTV IDs and 350 million UID2s through integrations with TV and digital platforms. Clear pricing and faster reporting Enjoy a straightforward, revenue-share pricing model with self-service reporting available within days. Track segment adoption, advertiser usage, and destination performance instantly. Flexible audience support Seamlessly onboard bulk syndicated audience taxonomies and custom audiences to programmatic, social, and TV platforms through our existing integrations. “Both activation platforms and data providers familiar with our world-class identity graph and top-notch service have proactively asked Experian to provide third-party onboarding services. After listening carefully to how we can improve upon their current setup, we are excited to bring a solution to the market that directly addresses their needs.”Scott Kozub, VP, Product Key takeaways Experian Third-Party Onboarding streamlines audience monetization for third-party data providers. Built on Experian’s AI-powered identity graph with direct integrations across more than 20 programmatic, social, and TV platforms. Experian Third-Party Onboarding provides 50% greater programmatic addressability and 73% higher CTV reach than the competition. Experian Third-Party Onboarding is privacy-first, transparent, and designed for interoperability. Connect with our team to learn more about Experian Third-Party Onboarding and how you can get started About the author Scott Kozub VP, Product, Experian Scott leads the Product Strategy team at Experian Marketing Services working across the entire product portfolio. He has over 20 years of product experience in the marketing and advertising space. He’s been with a few startups and spent many years at FICO and Oracle Data Cloud heavily focused on loyalty marketing and advertising technology. Experian Third-Party Onboarding FAQs What makes Experian’s onboarding process different from other providers? Experian Third-Party Onboarding eliminates intermediaries and uses direct integrations with more than 20 programmatic, social, and TV platforms. This creates faster audience availability, higher match rates, and transparent pricing. Can data providers onboard both syndicated and custom audiences? Yes. Data providers can upload and manage syndicated taxonomies or custom audience builds for activation across Experian’s network of programmatic, social, and CTV destinations. How quickly can data providers access reporting? Self-service reporting is available within days of audience activation, giving providers near real-time visibility into usage by destination, advertiser, or campaign. Where can I learn more about Experian’s identity capabilities? Visit our website to learn more about Experian's AI-powered identity solutions. Latest posts