RampUp 2025 brought together some of the smartest minds in AdTech to talk about the future of our industry. I had the opportunity to ask attendees key questions about AI, data collaboration, and the challenges they wish they could solve instantly. Here’s what they had to say.
AI is everywhere in ads—How is it changing things?
AI’s influence on advertising is undeniable, and industry leaders at RampUp 2025 emphasized how it is transforming the way data is used across marketing workflows. The increasing presence of Generative AI like ChatGPT is making it easier to stitch together data from various sources and act on insights, helping marketers execute campaigns with more efficiency.
AI is no longer just about automation; it is now deeply embedded in audience building, personalization, and measurement, enabling marketers to optimize every step of the customer journey.
What’s the one AdTech headache you’d fix forever?
AdTech leaders agreed that some industry challenges have lingered for too long. Many expressed frustrations with the ongoing conversation about unifying cross-screen targeting and measurement. While the technology exists, aligning business priorities remains a roadblock. Others highlighted issues like the complexity of billing and reporting, which still needs to be faster and more reliable. There was also a strong push to educate brand marketers on the continued impact of offline media, such as billboards, and how data-driven strategies can enhance the effectiveness of out-of-home advertising.
Beyond these operational challenges, another recurring theme was the increasing importance of identity as the backbone of effective advertising. While brands are focused on collecting first-party data, the true challenge lies in activating that data at scale. Without a strong identity resolution strategy, first-party data alone is not enough to create meaningful audience connections across multiple platforms and devices.
What’s one AdTech tool or strategy you can’t live without?
When it comes to must-have tools and strategies, data collaboration and clean rooms emerged as essential. These solutions help companies, agencies, and publishers work together seamlessly while maintaining security and efficiency.
Another key strategy discussed was traffic shaping, which allows advertisers to push activation closer to publishers, reducing data leakage and improving overall performance. Both of these approaches are critical for advertisers aiming to scale.
However, as brands continue to seek more flexibility and efficiency, the conversation at RampUp expanded beyond individual tools toward a broader industry transformation. Interoperability has become a top priority, with brands, platforms, and data providers focused on ensuring seamless connectivity across clean rooms, customer data platforms (CDPs), and activation partners. The days of being locked into a single walled garden are over—the future is about data portability.
“RampUp made it clear that the industry is shifting toward curated, interoperable, and always-on identity solutions—and Experian is perfectly positioned to lead this next phase of growth.”
Suzanna Stevens, Sr. Enterprise Partnerships Manager
This shift is also driving changes in how brands manage identity. Rather than relying on one-off data onboarding, companies are increasingly adopting subscription-based identity solutions that provide an always-on, continuously refreshed identity graph. This model ensures that brands have up-to-date customer profiles while reducing inefficiencies associated with batch processing.
What privacy regulations should marketers be watching?
Privacy remains one of the most pressing concerns in AdTech, and industry experts highlighted the need for a better approach to regulation. Consent management was identified as a major priority since it is fluid and directly impacts how marketers engage with consumers. There was also a strong sentiment that the current state-by-state approach to privacy regulation in the U.S. is unsustainable. Instead, the industry would benefit from a national framework that simplifies compliance and ensures more consistent data governance across all states.
Final thoughts from RampUp 2025
RampUp 2025 showcased the rapid shifts happening in AdTech, from AI-driven efficiencies to the growing importance of data collaboration and privacy-first strategies. As the industry works to solve long-standing challenges, such as unification and regulatory fragmentation, innovation continues to drive new opportunities.
Experian remains committed to helping advertisers and marketers navigate these changes by enabling smarter, more connected, and privacy-conscious advertising solutions. We’re excited to see how these themes evolve throughout the year and look forward to collaborating with our partners to shape the future of digital advertising.
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Originally appeared in Streaming Media Magazine Navigating today’s fragmented, privacy-conscious media landscape is a bit like stepping into a dense jungle. The buy-side—marketers, agencies, and demand-side platforms (DSPs)—must find their way through signal loss, measurement challenges, and evolving consumer expectations. But this isn’t just a challenge; it’s a strategic opportunity. Let’s dive into how buy-side players can use Experian’s advanced data and identity solutions to be their guide through the jungle and emerge as winners. Marketers: Maintaining personalization and measurement across channels Marketers are navigating an increasingly fragmented media jungle, where the deprecation of signals like cookies, mobile ad IDs (MAIDs), and IP addresses makes finding and understanding audiences feel like guesswork. To chart a clear path, marketers need a reliable compass—and identity resolution provides exactly that. A strong identity provider, grounded in offline data like names, addresses, phone numbers, and emails, acts as a guide through the chaos. By connecting offline signals with digital identifiers in a privacy-first manner, marketers can uncover the relationships between households and devices, then enrich those profiles with valuable marketing data. With a complete view of your customers, you gain deeper insights and can seamlessly reach the right audience across channels—even as signals evolve. It’s a marketer’s North Star—constant, dependable, and always pointing you in the right direction. How Experian can help Imagine a financial services brand aiming to connect with high-net-worth individuals across today’s fragmented media world. They’ve excelled on social and search but now want to dive into connected TV (CTV) and other emerging channels. Enter Experian’s Digital Graph. By seamlessly connecting digital identifiers like MAIDs, CTV IDs and hashed emails (HEMs), our graph becomes the bridge that unifies their audience across every channel. Suddenly, the same audience that saw their ad on social during lunch is now watching a personalized spot on CTV that evening, all thanks to Experian. The result? A cohesive campaign that delivers hyper-relevant messages, stronger engagement, and measurable success. With Experian, fragmentation becomes connection, and personalization stays powerful across the entire media landscape. Agencies: Strategic partners in a fragmented world Agencies are the architects of the identity jungle, building bridges that guide brands through fragmentation and deliver campaign success. Thriving in this terrain requires data solutions that create actionable insights, enable personalization, and drive measurable outcomes. To meet marketers’ demands, many agencies have invested heavily—acquiring data companies or forging strategic partnerships to strengthen their foundations in data and identity solutions. These investments help them connect fragmented audience data and unlock new opportunities for their clients. But even with in-house capabilities, agencies often need more—more attributes, more integrations, and greater connectivity. In the jungle of identity, success isn’t just about building better data assets; it’s about ensuring those assets can be utilized across platforms. How Experian can help Picture a large independent agency ready to step up its game—expanding beyond its middle-market niche to attract enterprise-level clients. But to play in the big leagues, they need more than a solid strategy; they need data and identity solutions that deliver a competitive edge. Enter Experian. With our rich identity graph and deep customer insights, the agency can unlock new opportunities for its clients. Imagine offering enterprises the ability to connect fragmented audience data, create hyper-targeted campaigns, and measure success across every channel. The payoff? The agency doesn’t just win over new enterprise clients; it strengthens relationships with existing customers by proving it can navigate today’s fragmented media landscape with precision and measurable impact. With Experian, the agency becomes an indispensable strategic partner in the data-driven advertising world. DSPs: Navigating signal loss with a multi-ID strategy For DSPs, navigating the identity jungle means forging a path through the winding trails of cookieless strategies. With third-party cookies fading and no single identity solution—like Unified ID 2.0 (UID2)—able to cover all media engagement, DSPs must adapt to a multi-ID world. The challenge is twofold: finding flexible solutions to manage a multitude of identifiers while staying compliant with a growing number of state-level privacy laws. It’s not just a technical problem; it’s a call for strategic vision. And the way to thrive in this ever-changing terrain is to invest in identity solutions that connect digital and offline identifiers to a single customer profile. How Experian can help Imagine a DSP navigating a complex web of identifiers—UID2, HEMs, proprietary IDs—while juggling compliance with evolving privacy laws. Experian steps in as the ultimate connector. Our identity solutions, powered by stable offline data, are signal-agnostic and integrated across the advertising ecosystem. This ensures that DSPs can confidently manage multiple identity frameworks, keeping campaigns targeted, measurable, and compliant. With Experian, DSPs gain more than a stopgap solution; they get a future-proof identity strategy. The result? Better targeting, smoother omnichannel execution, and the strategic edge needed to thrive in a fragmented, multi-ID world. Turning identity challenges into a strategic advantage The identity jungle is a thriving ecosystem for those with the right guide. Experian helps marketers, agencies, and DSPs chart the course by unifying multiple identifiers into a single, complete customer profile. With the right tools (and a good map), buy-side stakeholders can learn more about their customer, reach audiences across channels, and deliver personalized marketing. Read our companion article to learn how the sell-side is approaching data and identity challenges. Read now Get started today Latest posts
We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections. Here are five key insights to consider. 1. Build on trust with first-party data Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules. Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns. "We've been preparing and leaning into educating our clients around the value of first-party data. These are very important and primary considerations in any of our campaigns."April Weeks, Basis Technologies 2. Align metrics with business goals To demonstrate clear value, campaigns need to tie their outcomes to broader goals. Relying only on click-through rates or CPMs won’t cut it. Metrics that measure meaningful results, like driving sales or increasing customer retention, provide greater transparency than surface level data, like clicks or impressions. A continuous feedback loop between targeting and measurement ensures campaigns can be refined to better align with business objectives. This feedback helps marketers understand who they are targeting and how those audiences are driving key business results. Shifting focus to metrics that resonate with stakeholders ensures that marketing efforts are evaluated based on their true contribution to the company's objectives. "The television industry has access to more data than ever before, and at Samsung Ads, our ACR technology helps us provide valuable insights about what content and ads are being viewed. This abundance of data enables us to support clients in aligning their campaigns with business objectives effectively."Justin Evans, Samsung Ads 3. Personalize experiences to boost engagement Personalization drives stronger customer relationships by delivering tailored experiences to individual customer needs. Using data-driven insights to fine-tune offers and messaging makes interactions more relevant, strengthening brand loyalty. Combining behavioral, lifestyle, and transactional data provides a comprehensive understanding of the customer journey and ensures each touchpoint feels personal. Testing and iterating on personalization strategies also helps identify which data and approaches yield the best results. Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes. "Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don't necessarily need to own all of it but have a clear rationale and strategy about where you're using which data sets."Paul Frampton, CvE 4. Utilize advanced measurement tools for smarter decisions Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts. With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible. Learn how Swiss Sense measured marketing outcomes using Mosaic® "We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we've introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads."Luc Dumont, Madhive 5. Adapt quickly to stay competitive The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities. Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies. "Falling behind is not really an option. There's always a change in advertising and in data where there's a new horizon. The people who stay close to that and innovate will always follow it."Amelia Waddington, Captify Shaping the future Building meaningful consumer connections requires advertisers to combine robust data strategies with flexibility and innovation. By focusing on these five considerations, marketers can adapt to today’s challenges while preparing for what’s ahead. Connect with our experts Latest posts
Agencies, platforms, and marketers stand at the crossroads of transformation, as privacy regulations tighten, technology accelerates, and consumer behaviors evolve. Yet these challenges also present extraordinary opportunities. Our 2025 Digital trends and predictions report highlights five trends that will shape 2025 and digs into: What’s changing in the market How to keep learning about your customers How to reach your customers in different places How to measure what’s really working along the way In this blog post, we’ll give you a sneak peek of three of these trends — from cracking the code of signal loss to tapping into the buzz around connected TV (CTV) and stepping up your omnichannel game. Think of it as a taste test before the main course. Ready for the full menu? Download our report to get the lowdown on all five trends. Download now 1. Signal loss: A rich appetizer of alternate ingredients As traditional cookies crumble, marketers need fresh ingredients to keep the flavor coming. Already, about 40% of browser traffic doesn’t support third-party cookies, and marketers are spicing things up with first-party data, alternative identifiers like Unified I.D. 2.0 (UID2) and ID5, and contextual targeting strategies. In fact, 50% more of our clients received alternative IDs (UID2, ID5, Hadron ID) in their Digital Graph in 2024 compared to 2023. The number of alternative IDs resolved to individuals in our Digital Graph increased by 30% year-over-year – as everyone looks beyond the cookie jar. There is no secret sauce to replace cookies. Instead, expect a multi-ID recipe that brings together different identifiers, unified by an identity graph. This approach turns a fragmented pantry of data into a cohesive meal, giving you a complete view of your customer on every plate. 2. The rising power of CTV: A hearty entrée of opportunities CTV is quickly becoming the main dish on the streaming menu, as viewers load up on their favorite shows. While CTV is slated to make up 20% of daily U.S. media consumption by 2026, advertisers are still holding back on pouring in the ad spend. To unlock its full flavor, marketers need to whip up solutions like frequency capping and unified audience activation. Although CTV will account for 20% of daily U.S. media consumption by 2026, it’s projected to command only 8.1% of ad spend. Frequency capping and unified audience activation solutions will be key to unlocking CTV’s full potential. By 2025, nearly half of CTV "diners" will choose free ad-supported streaming TV (FAST). Marketers need strategies to prevent ad overexposure. With 50% of U.S. consumers avoiding products due to ad overload, and 30% of marketers willing to increase their CTV spend if frequency capping improves, unified identity solutions help ensure every impression is served just right. 3. Omnichannel: A flavorful fusion plate No one likes a one-flavor meal. Marketers are moving beyond single-channel “side dishes” to omnichannel “fusion feasts” that blend direct mail, digital, CTV, and retail media networks (RMNs) into a truly cohesive culinary experience. Even though only 21% of global B2C professionals currently put omnichannel at the top of their shopping list, the growing demand for seamless, audience-first campaigns is heating up. In 2025, having an audience-first approach will be like having a perfect pairing for every course. Unified identity solutions act as your master sommelier, ensuring that each channel complements the next, and every customer enjoys a well-rounded, memorable journey. Vertical trends: A dessert sampler from four unique kitchens Different markets have their own signature flavors. In Auto, crossover utility vehicles (CUVs) claim 51% of new vehicle registrations, and consumers in the 35-54 age group and families are the primary buyers. Automotive marketers should prioritize CUV advertising with a strong focus on family-oriented and income-appropriate messaging In Financial Services, marketers need to anticipate shifts in consumer behavior tied to economic conditions, such as increasing demand for deposit products when interest rates are high. For insurance, aligning campaigns with life events, like new home purchases or marriage, can maximize engagement. In Healthcare, advertisers are prioritizing personalized, regulation-compliant campaigns that address social determinants of health (SDOH). In Retail, advertisers are increasingly activating on both CTV and social platforms, with many managing their own in-house campaigns. While larger brands often rely on media agencies, a shift toward in-house media buying is emerging among some bigger players, offering more control over audience targeting and performance metrics. Our report covers each vertical’s unique menu, helping you select the right “ingredients” for your customers. With the top Experian Audiences on hand, you can create feasts that delight, nourish, and convert. Hungry for more? Download our full menu The three “samples” you’ve just tasted are just the starters. Our 2025 Digital trends and predictions report serves up five insights, complete with strategies, data, and tools to help you adapt, scale, and thrive in 2025. Ready for the full menu? Download our report now and discover all five trends that will shape your marketing “cookbook” in 2025. Bon appétit! Download now Experian's U.K. 2025 advertising trends This article highlights the major advertising trends set to shape the U.S. market in 2025, but significant industry changes are happening on a global scale. For a more comprehensive look at worldwide trends, check out Experian's U.K. 2025 advertising trends. Read now Contact us Latest posts