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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In this article…Typical paths to programmatic TV ad buying What platforms can your programmatic ads show on?Where to get started with programmatic TV buying How to optimize your bids for smarter ad spend In advertising, it’s crucial to maintain efficiency and cost-effectiveness through every campaign. Whether you’re a seasoned marketer or just starting with programmatic advertising, finding the best deal for programmatic TV ads is essential. In this blog post, you’ll learn about the intricacies of programmatic TV and how you can uncover the best paths, platforms, and strategies to maximize your advertising budget. Typical paths to programmatic TV ad buying Programmatic advertising has revolutionized how businesses reach their target audience on television and has become an increasingly popular marketing approach. So far, in 2023, 87% of connected TV (CTV) ads have been bought using programmatic methods. That percentage is expected to continue rising as more advertisers take advantage of this buying method. To find the best deal for cheap programmatic TV, it’s essential to understand the typical paths to programmatic media buying: direct deals and programmatic auctions. Direct deals One common route for programmatic ad buying is direct deals with publishers and broadcasters. This approach gives you more control over your ad placements, allowing you to negotiate pricing and secure prime time slots. However, this method can be expensive as premium placements often have a premium price tag. Programmatic auctions Another option is programmatic auctions, where advertisers bid on available ad inventory in real time. These auctions can be public or private, each with its own benefits. Public auction Public auctions are the primary marketplace for cheap programmatic TV ad buying, and advertisers compete in real-time for available ad slots. This option can be cost-effective if you are strategic with bidding. However, it can be highly competitive, which could drive up prices. Private auction A private auction provides a more controlled bidding environment. These auctions offer access to premium inventory and the ability to negotiate directly with publishers and broadcasters. Prices are typically higher at private auctions, but they can lead to more exclusive, high-quality ad placements to better reach your target audiences. Auction vs. direct The auction vs. direct debate is crucial for finding the best deal in programmatic TV advertising. Direct programmatic ad buying involves establishing personal relationships with publishers and broadcasters. This approach offers more control over ad placements, creates the potential for long-term partnerships and premium positions, and allows for more negotiation power on pricing. On the other hand, the auction route relies on real-time programmatic auctions that give advertisers more efficiency, dynamic pricing through competitive bidding, and access to diverse ad inventory. This approach also allows better data-driven decision-making to help advertisers with precise targeting and optimization. What platforms can your programmatic ads show on? Programmatic ads are limited to traditional television. You can use various platforms to broaden your audience reach, including blogs, lifestreams, and more. Multiple platform options also let advertisers search around for cheap programmatic ad buys. Some popular platforms include: Display and video YouTube videos Custom publisher formats Audio ads Unexpected platforms where you can buy programmatic TV ads Some unexpected platforms offer unique opportunities to find the best programmatic TV deals. Some of these examples include: YouTube shorts Mobile games Music streaming apps Pinterest TikTok Try local Local (linear) television advertising often flies under the radar, but it can be a goldmine for finding cheap programmatic ad buys. Customize your messages to local audiences by focusing on specific geographic regions. This level of specificity can lead to highly efficient ad campaigns with lower costs compared to national or global placements. Where to get started with programmatic TV buying When it comes to programmatic TV ad buying, you have two main options: using an agency or going directly to the marketplace. Using an agency Advertising agencies have the expertise to navigate the complexities of programmatic TV ad buying. By working with one, you may be able to find better deals and get help negotiating terms and optimizing your campaigns. However, remember that agency fees could take up a large portion of your budget. Going to the marketplace For a more hands-on approach, you can explore programmatic ad buying directly through the marketplace. This approach gives you direct control over your campaigns and the ability to explore different deals and platforms. However, you’ll want to understand programmatic advertising strongly to ensure you make the most of the marketplace. How to optimize your bids for smarter ad spend Finding the best deal doesn’t end with choosing the right options for programmatic buying. You need to focus on smart bidding strategies to optimize your advertising budget. Choose placement based on segmentation Segmentation is vital to maximizing your ad spend. By targeting the specific audience segments most likely to convert, you can make the most of your budget. Platforms often offer options to narrow your audience based on behavior, interests, and demographics. Work with an identity resolution provider Identity resolution is the process of matching online and offline customer data, giving you a comprehensive view of your target audience. By working with an identity resolution provider, you can make informed decisions about where and when to place your programmatic TV ads for the best results. Create an omnichannel view of your campaign To find the best deals on cheap programmatic ads, it’s essential to have an omnichannel view of your advertising campaign. By coordinating your programmatic media with other channels, you can create a seamless and cohesive brand experience for your audience. Get started with programmatic TV today Now that you better understand programmatic TV ad buying, you’re ready to get started. But how can Experian help you make the most of your programmatic advertising efforts? At Experian, we offer a suite of data-driven solutions to enhance your programmatic TV advertising campaigns. Our extensive data and identity resolution capabilities empower you to make informed decisions to improve your targeting capabilities, optimize engagement, and more. By working together, you can unlock the potential of your programmatic TV ads and find the best deals to optimize your advertising budget. Get started today Latest posts
As we approach 2024, marketers must grasp the evolving landscape of digital activation. Understanding emerging audience trends and activation strategies is key to developing impactful marketing initiatives and positioning your brand for success. In Experian's 2024 Digital audience trends and predictions report you'll find: Data-driven insights that will empower you to confidently develop marketing strategies that resonate with your audience and drive meaningful results. Insights from Experian experts and our industry-leading data. Our outlook for 2024 marketing trends. In this blog post, we'll provide a sneak peek of the 2024 marketing trends you can expect in our full report. Digital activation Digital activation grew by 63% between 2022 and 2023. We expect digital activation to increase in 2024 but at a slower rate than in 2023 due to economic uncertainty caused by high-interest rates, recent state privacy regulations, and work stoppages in the entertainment and automotive industries. Top digital audiences Which digital audiences are advertisers purchasing from Experian? We are seeing growth in four major data categories: Automotive, Demographics, Lifestyle and Interests, and Retail Shoppers: Purchase Based audiences. Here are a few audiences within these categories that you can activate on-the-shelf of your preferred platform: Automotive: Autos, Cars, and Trucks > In Market-Make and Models Demographics: Demographics > Homeowners/Renters > Renter Lifestyle and Interests: Lifestyle and Interests (Affinity) > Activities and Entertainment > Wine Lovers Retail Shoppers: Purchase Based: Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders Top digital audiences by industry What are the top digital audiences being activated by industry? Download our 2024 Digital audience trends and predictions report to discover the top digital audiences in the following industries: Automotive Health Financial Services Retail & CPG Download our new 2025 Digital trends and predictions report Marketers, agencies, and platforms are facing new challenges as privacy regulations evolve, AI technology advances, and consumer behaviors shift. Our latest report highlights actionable strategies for navigating these changes and improving how you connect with audiences, measure impact, and deliver results. What you'll learn Navigating signal loss: Explore the rise of alternative IDs and contextual targeting as privacy regulations and signal loss reshape data-driven advertising. Connected TV (CTV): Understand the growth of connected TV (CTV), the importance of frequency capping, and strategies for effective audience activation. Omnichannel campaigns: Learn how marketers are moving from channel-specific strategies to audience-led omnichannel campaigns that tell a more cohesive story. Retail media networks: Learn how retail media networks (RMNs) are capitalizing on enriched first-party data to learn more about their customers and reach them across on-site and off-site inventory. Curation: Examine how curation is transforming programmatic campaigns by combining audience, contextual, and supply chain signals to deliver premium inventory packages that maximize addressability, efficiency, and performance. Download now Contact us Latest posts
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