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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Tapad's, part of Experian, SVP of Identity shows us how marketers might communicate seamlessly through emerging channels like voice, the smart home, and, yes, podcasts.In his relatively new role as senior vice president of identity at Tapad, a part of Experian, Ajit Thupil keeps a close eye on the evolution of marketing as it becomes more intent on using data and identity technology to track ROI. Here he sits with Chris Wood at Tapad’s New York offices to discuss the future of identity. (To capture the inventive atmosphere at this location, the room they chatted in was named after Leonardo da Vinci.) For Thupil, it all comes back to the customer, whether it’s a brand client or a consumer. Brands want measurability and customers demand a seamless experience across the many devices they use in a day. While consumers are understandably reticent about giving up personally identifiable information (PII), current identity solutions use anonymous data profiles to connect the dots at the individual or household level. Given the frequency that users switch devices, along with their tendency to share bigger screens like TVs, there’s no dearth of challenges for this “head of problem solving” to solve. Contact us today
Joint solution will enhance accuracy and reach across North America, EMEA and APAC NEW YORK, April 17, 2019 /PRNewswire/ — Tapad, a global marketing technology company and leader in digital identity resolution solutions, today announced a new joint capability with Arm®Treasure DataTM , a leader in enterprise customer data management. The partnership combines The Tapad GraphTM technology with Arm Treasure Data's robust enterprise Customer Data Platform (CDP), enabling advertisers in the Arm Treasure Data marketplace to access Tapad's datasets. With the integration of Tapad's Graph and Arm Treasure Data's existing first party data, marketers will be able to deliver scalable, cross-device messaging with precision. In addition, marketers can benefit from anonymous customer journey analysis, audience expansion and online and offline attribution. Arm Treasure Data's APAC market customers will have access to expanded audience reach by leveraging Tapad's global, proprietary datasets. While Tapad will be able to extend its presence into the APAC region, tapping into Arm Treasure Data's existing footprint. "Combining Tapad's Graph with Arm Treasure Data's CDP will enable our customers to make holistic, data-driven decisions that increase ROI," said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. "In combining these two solutions, we can now offer advertisers the value of both technologies to optimize their marketing initiatives and create seamless experiences across multiple devices and channels." "The Tapad GraphTM is a trusted and established platform with a history of innovation," said Stephen Lee, Senior Director, Business Development, Arm Treasure Data. "Integrating Tapad's technology into the Arm Treasure Data CDP will allow for streamlined experiences across markets, achieving global scalable reach." For more information about The Tapad GraphTM, or to request a demo, visit our identity page. About Tapad Tapad, Inc. is a global marketing technology company and leader in digital identity resolution solutions. The Tapad GraphTM, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing for enhanced measurement, attribution, reach and ROI of marketing campaigns. The Tapad GraphTM enables marketers around the world to maximize campaign effectiveness and drive business results. Tapad is recognized across the industry for its innovation, growth and workplace culture, and has earned numerous awards, including the TMCnet Tech Culture Award. Based in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo, and is a wholly owned subsidiary of Telenor Group. About Treasure Data Arm Treasure Data enterprise Customer Data Platform (CDP) unifies data from multiple sources – online, offline, IoT and device generated data – and empowers enterprises to disrupt their markets with superior customer experiences. Our customers are creating transformational customer relationships by connecting the data dots with our CDP. Arm Treasure Data is fully owned by Arm Holdings and has a global customer base of over 300 enterprises including Fortune 500 and Global 2000 companies. Our clients manage over 130 trillion records, resulting in more predictable and profitable business results. Contact us today
Leading global marketing technology company, Tapad, a part of Experian, adopts The Trade Desk’s streamlined cookie ID into its identity resolution solutions to increase global cookie coverage across the internet April 03, 2019 09:00 AM Eastern Daylight Time LOS ANGELES & NEW YORK–(BUSINESS WIRE)–Global marketing technology company, Tapad, a part of Experian, has partnered with The Trade Desk to onboard The Trade Desk’s unified ID solution into its digital identity driven solutions. The Trade Desk’s unified ID solution is free for all parties spanning the digital advertising supply chain, including SSPs, DSPs, DMPs and data providers. With leading players onboarding the unified ID solution, such as Tapad, streamlined cookie syncs make ad viewing experiences better for consumers, increase match rates for all parties, and expand cookie coverage on a global-scale. Adoption of The Trade Desk’s global cookie footprint enables Tapad customers to benefit from greater precision and potentially higher performing digital marketing campaigns. “Digital identity resolution is key to improving digital marketing campaigns. Supporting The Trade Desk’s unified ID solution, in conjunction with our cross-device and identity resolution offerings, helps us and the entire open ecosystem,” said Chris Feo, SVP of Global Data Licensing and Strategic Partnerships at Tapad. “It simplifies cookie syncing, and increases match rates among our partners; enabling our customers to improve marketing campaign performance.” “Identity is critical in the ecosystem and as a long-standing leader in the space, Tapad has shown a strong commitment to building digital identity resolution solutions that help marketers launch more effective campaigns on a global scale,” said Ed Chater, VP of Data Partnerships, The Trade Desk. “We are thrilled for their participation and look forward to solving the digital identity narrative across the industry through this partnership. The continued widespread adoption of the unified ID solution validates our collective mission to improve the effectiveness of digital advertising.” About Tapad Tapad, Inc. is a global marketing technology company and leader in digital identity resolution solutions. The Tapad Graph™, and related solutions, provide a privacy-safe approach to connecting device identifiers to brand and marketer data, thereby allowing for enhanced measurement, attribution, reach and ROI of marketing campaigns. The Tapad Graph™ enables marketers around the world to maximize campaign effectiveness and drive business results. Tapad is recognized across the industry for its innovation, growth and workplace culture, and has earned numerous awards, including the TMCnet Tech Culture Award. Based in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo, and is a wholly owned subsidiary of Telenor. About The Trade Desk, Inc. The Trade Desk™ is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage, and optimize more expressive data-driven digital advertising campaigns across ad formats, including display, video, audio, native and, social, on a multitude of devices, such as computers, mobile devices, and connected TV. Integrations with major data, inventory, and publisher partners ensure maximum reach and decisioning capabilities, and enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, CA, The Trade Desk has offices across North America, Europe, and Asia Pacific. To learn more, visit thetradedesk.com or follow us on Facebook, Twitter, and LinkedIn. Contact us today