Marketers are under more pressure than ever to deliver personalized, high-performing campaigns—while navigating tighter budgets, shifting privacy expectations, and fragmented tech stacks. Despite an explosion of tools and data sources, the fundamentals of marketing haven’t changed.
Every great campaign still starts with a simple question: Who are we trying to reach?
The answer depends on how well you understand your customers. Increasingly, that understanding is hampered by data silos, inconsistent identity signals, and disconnected workflows between planning, activation, and measurement. When those pieces don’t align, it leads to inefficient spending, incomplete insights, and missed opportunities.
To move forward, marketers need more than better tools—they need a more connected approach.
Start with a complete view of the customer
The foundation of effective marketing is understanding your audience—not just who they are, but what they care about and how to reach them across devices and platforms.
That starts with building a complete customer profile. For many marketers, this means linking persistent offline data—such as name and address—with fresh digital signals like device IDs and online behaviors. When combined, these elements provide a high-fidelity view of the customer that can be enriched with attributes like demographics, purchase behavior, and lifestyle interests.
This kind of profile doesn’t just help you understand people—it helps you build audience segments that actually perform. Whether you’re working with your own CRM data or third-party sources, the ability to create addressable segments that are both accurate and scalable is what separates good campaigns from great ones.
🛳️ That’s exactly what MMGY did for Windstar Cruises. By layering first-party data with behavioral and demographic insights, they built custom audiences that more than doubled campaign benchmarks.
🎮 Gaming platform Unity tapped into Experian audiences to understand player behaviors across web, mobile, and connected TV (CTV). These insights helped their advertisers reach gaming audiences more effectively—tailoring creative and delivery to real-world preferences, not assumptions.
Activate with precision, not just volume
Knowing your audience is only half the battle. The next challenge is reaching them—consistently and efficiently—across multiple channels.
This is where fragmentation can creep back in. All too often, marketers build audiences in one system, but activate in another, causing data loss and targeting mismatches. A more connected strategy uses the same identity and audience spine across planning and activation, reducing signal loss and improving accuracy.
👉 Curated private marketplaces (PMPs), for example, allow marketers to match high-quality audiences with premium inventory in a targeted, transparent, and efficient way. These deals let marketers align their spending with their goals—whether that’s lowering cost-per-acquisition or boosting reach in a key vertical.
Performance results are bearing this out:
When identity, audience, and inventory are aligned, everyone benefits—marketers, publishers, and consumers.
Measure what matters
Too often, measurement is treated as an afterthought. But in a connected campaign, it’s built in from the beginning.
By using consistent identity across planning, activation, and measurement, marketers can connect ad exposure to real-world outcomes—whether that’s an online conversion, an in-store visit, or a new customer relationship.
This kind of closed-loop measurement turns marketing into a learning engine. You don’t just see what happened—you understand why it happened and can use that information to improve the next campaign.
🛳️ In the case of Windstar Cruises, MMGY used Experian identity to precisely measure how digital ad exposures translated into bookings. That kind of visibility gives marketers more than a report card. It gives them the feedback they need to optimize smarter next time—and prove ROI every time.
The future is connected
To meet today’s demands, marketers need a new way of working—one that starts with a complete understanding of the customer, builds addressable audiences on a strong identity foundation, activates them precisely across channels, and measures impact in real time.
The marketers embracing this approach are already seeing results: stronger performance, more efficient spending, and deeper insights that power what comes next.
The future won’t be built on more tools—it will be built on more connection.
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Magnite and Experian have formed a strategic integration to enhance cross-device audience targeting in the advertising industry. Magnite, the largest independent sell-side platform, and Experian, a leader in consumer data and identity solutions, aim to optimize advertising capabilities by activating Experian's Consumer View in Magnite Access, an omnichannel audience product suite. This marks one of Experian’s first forays into a direct sell-side integration, a crucial step for the cookieless era. This collaboration offers targeting and efficiency across digital channels, providing advertisers and agencies with a more effective way to reach consumers. With Experian's robust deterministic offline data, generated from consumer purchase activity, enriched with insights on over 250 million U.S. consumers and 126 million U.S. households, advertisers can look forward to a new benchmark in targeted advertising available through Magnite Access. Thriving in a cookieless world With the looming deprecation of third-party cookies, audience, and identity solutions using first-party data are shifting to the sell-side. To that end, Magnite developed Magnite Access, a suite of omnichannel audience products that make it easier for media owners and their advertising partners to maximize the value of their first-party data assets. Access is adept at thriving in a post-cookie world through its effective utilization of sell-side first-party data, including within Magnite Streaming and SpringServe. Magnite Access’ deterministic and probabilistic tools provide sellers and buyers with a comprehensive solution to leverage their first-party data for audience targeting and insights. Experian's solutions are built to work efficiently in offline environments, making them well-equipped to thrive in a cookieless world. Brands can benefit from Experian's deep integrations within the ecosystem, providing data and audience solutions designed to perform in cookieless environments. "We're excited about the collaborative approach between Magnite and Experian. This off-the-shelf integration of Experian's syndicated audiences and the streamlined ability to receive custom audiences will provide a more accurate and cohesive consumer view, allowing us to reach our target audience and enhance campaign performance seamlessly."sam bloom, ceo, camelot Reach and impact As companies continue to rely on data-driven insights to make smarter, more efficient business decisions, partnerships between leading data and technology providers are becoming increasingly valuable. "Integrating with Magnite allows us to translate our extensive offline and online data into actionable, intelligent solutions for making smarter, more efficient business decisions. With Magnite's expertise in the omnichannel sell-side environment, this partnership is poised to empower businesses with the tools they need to succeed in today's data-driven landscape."chris feo, svp, sales & partnerships, experian Strengthening foundations within streaming Magnite's cutting-edge streaming solutions, integrated with Experian's robust data, facilitate a connection between data and inventory, providing enhanced targeting capabilities and consumer insights. "By integrating Experian's Consumer View capabilities into our platform, we are enabling advertisers to unlock improved targeting capabilities while benefiting from Experian's wealth of consumer insights. Our collaboration with Experian amplifies the value of our streaming solutions and enhances the overall advertising ecosystem by seamlessly connecting data, identity, and inventory."kristen williams, svp, strategic partnerships, magnite Precision and innovation: A new advertising era The synergistic partnership between Magnite and Experian is paving the way for a new era in advertising, offering targeting efficiency across digital channels. This collaboration is not merely a confluence of technologies but a testament to both companies' relentless pursuit of excellence in creating a consumer-conscious advertising ecosystem. By harnessing the wealth of consumer insights and integrating state-of-the-art technologies, Magnite and Experian are contributing to shaping the future of advertising, emphasizing accuracy and efficiency. It's a revolutionary stride toward understanding and reaching the consumer in more meaningful and impactful ways, setting new benchmarks in the advertising world. In a rapidly evolving digital landscape, this collaboration stands as a beacon, guiding brands toward intelligent, informed, and innovative advertising solutions, redefining the possibilities in targeted advertising and audience solutions. Connect with us to learn more about how you can access Experian’s Consumer View data solutions in Magnite Access. To learn more about our partner Magnite, visit their website. Latest posts