At A Glance
Telecom buyers shop, switch, and upgrade across multiple channels, making purchase behavior, switching motivations, and timing important for audience strategy. As competition expands across wireless, home internet, and devices, Experian Audiences helps marketers identify relevant consumers using shopping behaviors, purchase interests, and other signals to plan more targeted campaigns.Key takeaways
- Wireless carriers can’t compete on plan price alone anymore, so offers, bundles, trade-in deals, and messaging carry more weight.
- A growing share of telecom sales happens through retailers, resellers, and third-party staff, giving some carriers and device makers a partial view of their own buyers.
- Most consumers are open to switching carriers, but their motivations differ, so marketers need to match the right offer and message to the right type of switcher.
- Phone launches, upgrade offers, and bundle decisions often connect to recurring purchase moments, giving telecom and related brands clear opportunities to plan campaigns around consumer behavior. Experian Audiences helps marketers reach consumers based on shopping behaviors, purchase interests, and other relevant signals, so they can plan more timely, targeted campaigns.
Why telecom marketing needs more than a plan price pitch
Telecom competition once centered largely on plan pricing, but consumer priorities now extend beyond cost alone. Price remains a major factor, in an Oxio consumer survey, 85.02% of surveyed consumers citing it as a key consideration when choosing a mobile provider. However, 33.40% prioritize better network coverage as a reason to switch, while 74.80% would consider switching for a more personalized plan that could save them money. Carrier margins have also narrowed, reducing the ability of price alone to distinguish one brand from another. Carriers now rely more heavily on bundles, trade-in deals, and promotions to attract and retain customers.
The set of companies vying for those customers has changed too. Cable companies now sell wireless services without owning wireless network infrastructure. Comcast’s Xfinity Mobile and Charter’s Spectrum Mobile pay a major carrier for network access and resell service under their own brands, a setup known as a Mobile Virtual Network Operator (MVNO). This model lets them price aggressively, and together these two brands picked up 45% of all new wireless customers added in 2025. At the same time, wireless carriers are moving into home internet using cell towers instead of cable lines, and the major carriers now have the network capacity to serve up to 32 million fixed wireless access customers.
As telecom competition expands across providers and services, the ways consumers purchase phones and plans are evolving too. Most phone and plan purchases now take place somewhere other than a carrier’s own store. Walmart Supercenter alone accounted for 17.4% of all wireless store visits in the U.S. in Q2 2025, and third-party retail vendors staff much of that activity rather than carrier employees.
As telecom competition evolves, carriers, device makers, and retailers face new challenges in understanding and reaching consumers. Experian Audiences help marketers navigate these changes with audience strategies built around three key signals: who’s actually buying, who’s open to switching and why, and when people are most likely to act.
Three audience challenges shaping telecom marketing
Three audience challenges shape telecom marketing today:
- Limited buyer visibility
- Matching switchers with the right offer
- Promotion and upgrade timing
Addressing these challenges will help marketers align audience strategies with campaign goals through understanding:
- How incomplete purchase data changes prospecting
- How mixed switching motivations shape messaging
- How deal-driven moments shape the upgrade decision
1. Limited buyer visibility: How incomplete purchase data changes prospecting
A growing share of telecom transactions takes place through channels where the carrier or device maker has partial or no visibility into who made the purchase. Third-party vendors typically staff Walmart’s wireless counters, and Best Buy is building out its own marketplace business, adding another seller layer between manufacturer and buyer. Discount brands like Mint Mobile and Visible resell service on a larger carrier’s network, and that carrier’s visibility into those customers can vary based on the resale agreement. Carriers and device manufacturers still maintain direct customer relationships, but those relationships don’t capture every buyer. A retailer, reseller, staff provider, or network owner may sit between the telecom brand and the end customer. That makes it more difficult to build a full view of a best customer from direct sales data alone
Experian Audiences helps carriers and device makers reach relevant consumers beyond those they can identify through their own customer data. Marketers can use carrier-spend signals alongside retailer and electronics-shopping behaviors to identify potential buyers, including consumers who purchase through third-party channels.
Experian Audiences you can activate to rebuild buyer visibility
- AT&T Mobile Phone Spenders
- Big-Box Electronics Stores: High Spenders
- Consumer Electronics: In Store High Spenders
- Electronics Stores
- Mobile Enthusiasts
- Mobile Phones
- T-Mobile Mobile Phone Spenders
- Verizon Mobile Phone Spenders
- Walmart High Spenders
- Wireless: Cell/Mobile Phone Service Spenders
How to use these audiences
Activate a carrier spender audience, such as Verizon Mobile Phone Spenders, alongside a retailer-based audience like Walmart High Spenders or Big-Box Electronics Stores: High Spenders to reach relevant buyers beyond a carrier’s direct customer base. Activate Mobile Phones or Mobile Enthusiasts to extend reach to consumers showing interest in mobile devices, even when marketers don’t know where those consumers will ultimately shop or make a purchase.
2. Matching switchers with the right offer: How mixed switching motivations shape messaging
In 2025, 90.54% of consumers said they’d consider switching to a MVNO, and 39.21% said they’d definitely leave their current carrier. But willingness to switch doesn’t mean every consumer wants the same thing. A basic prepaid household may respond to a different offer than a household considering wireless, internet, and streaming together. AT&T linked a recent increase in customer-loss rates to increased switching activity and device upgrade cycles, and Americans switch carriers most often in March, January, and December.
Experian Audiences helps marketers move from identifying likely switchers to matching them with relevant offers. Marketers can start with switcher segments for specific carriers, then add prepaid, cord-cutting, or bundle-receptive signals to distinguish audiences that may respond to a value-focused message from those that may respond to a bundled-service offer.
Experian Audiences you can activate to engage switchers and build bundles
- Likely AT&T Mobile Service Switchers
- Likely Boost Mobile Service Switchers
- Likely Cricket Mobile Service Switchers
- Likely T-Mobile Service Switchers
- Likely Verizon Mobile Service Switchers
- Mobile Phone Service Providers (those actively in market for a new provider)
- Prepaid Phone & Calling Card users
- Prepaid Recurring Phone Services High Spend
- Streaming First Cord Cutters
- Wireless Phone Service Switchers
How to use these audiences
Activate Wireless Phone Service Switchers as the foundational audience, then add a carrier-specific segment like Likely Verizon or Likely Boost Mobile Service Switchers for conquest campaigns, Prepaid Recurring Phone Services High Spend for budget-led messaging, or Streaming First Cord Cutters for a bundle pitch. A cable company’s wireless brand looking to win back switchers in January, a peak switching month, could pair Wireless Phone Service Switchers with Mobile Phone Service Providers, then split messaging by value versus bundle appeal.
3. Promotion and upgrade timing: How deal-driven moments shape the upgrade decision
Deals play a major role in consumers’ decisions to upgrade their phones, often carrying more weight than the device launch itself. Research around the iPhone 17 launch found that discounts, holiday offers, and low monthly financing drove over 70% of consumers’ upgrade decisions, while 85% of potential upgraders were still waiting to make a purchase six weeks after launch. Trade-in programs returned $6.4 billion to U.S. consumers in 2025, up 42% year over year. These opportunities repeat around launch season, back-to-school, the holidays, and device eligibility, creating relevant moments for carriers, retailers, device makers, accessories brands, entertainment companies, and financing providers.
Experian Audiences helps marketers align campaigns with those moments by pairing purchase-propensity signals with seasonal and launch-driven audiences. Marketers can focus promotions on consumers who already show signs of electronics spending, device interest, or seasonal shopping behavior, connecting the offer to audiences more likely to be considering a purchase.
Experian Audiences you can activate around launch and promotion windows
- Amazon Prime Day Shoppers
- Big-Box Electronics Stores: High Spenders
- Consumer Electronics: In Store High Spenders
- Consumer Electronics: Online High Spenders
- Electronic Device Protection Plan Buyers
- Holiday Shoppers: Consumer Electronics
- Household Electronics Annual Spend $2,500 Plus
- Mobile Phone Accessories (mobile phone accessories shoppers)
- Mobile Phones (new mobile phone shoppers)
- Phone Accessory Purchasers, 90-Day Recency
How to use these audiences
Activate Consumer Electronics: Online High Spenders alongside Holiday Shoppers: Consumer Electronics or Amazon Prime Day Shoppers to reach people already primed to spend, then add Electronic Device Protection Plan Buyers and Phone Accessory Purchasers for cross-sell at the moment of upgrade.
The same three challenges, extended to small business buyers
Limited visibility, mixed switching motivations, and deal-driven timing aren’t only consumer patterns. Small-business owners buy wireless service, devices, and connectivity through many of the same third-party channels, switch providers for a similarly varied set of reasons, and respond to the same seasonal promotion calendar.
Marketers can treat this group as a smaller, complementary extension of the three challenges above rather than a separate problem to solve. A focused campaign can address business wireless plans, devices, connectivity, and telecom utility needs without shifting the direction of a primarily consumer-facing program.
Experian Audiences to consider for a small business wireless or connectivity campaign
- Business Founder and Owner Households
- Business Utilities (business owners responsible for telecommunications decision-making)
- Occupation: Small Business Owners
- Recently Started Business Owners
- Small Business Growth and Operations Engagers
When are telecom audiences most receptive to outreach?
Timing matters as much as audience selection in telecom marketing. Three moments can shape when people are ready to act.
Back-to-school and holiday shopping
Back-to-school device refreshes and the holiday shopping season, including Amazon Prime Day and Black Friday, align with periods when households may already plan electronics purchases. Activate Holiday Shoppers: Consumer Electronics and Amazon Prime Day Shoppers to align upgrade and bundle offers with existing spending intent.
Peak switching months
Switching activity varies throughout the year. March, January, and December are the strongest windows for win-back and conquest campaigns, particularly when marketers pair carrier-specific switcher audiences with prepaid or bundle messaging that reflects the audience’s reason for considering a change.
Device launch season
While device launches aren’t the only factor driving upgrades, they still prompt many consumers to consider a new phone. Deals and promotions can influence when those consumers make a purchase, including in the six or more weeks following a launch. Activate Consumer Electronics: Online and In Store High Spenders, Phone Accessory Purchasers, and Electronic Device Protection Plan Buyers to reach consumers showing signs of purchase interest.
Explore our syndicated audiences guide for more seasonal and launch-ready segments
What sets Experian Audiences apart?
Custom audiences
Need a custom audience? Reach out to our audience team, and we can help you build and activate an Experian audience on the platform of your choice.
Partner Audiences
Explore some of our Partner Audiences that complement Experian Audiences across key telecom use cases, with flexible activation through Experian’s data marketplace or leading activation platforms.
Evertune
- AI Retargeting > Tech & Electronics > Mobile Devices
- AI Retargeting > Tech & Electronics > Phone Plans
Facteus
- Purchase History > Technology / Media / Telecom > Telecom > SPECTRUM > Lapsed Subscriber
- Purchase History > Technology / Media / Telecom > Telecom > T-MOBILE > Low Spend Subscriber
- Purchase History > Technology / Media / Telecom > Telecom > VERIZON > Active Subscriber
NinthDecimal
- Seasonal > Black Friday Shoppers > Big Box Visitors
- Seasonal > Black Friday Shoppers > Electronics Store Visitors
- Shopper > Electronics Retailers > Best Buy > Loyalists
- Shopper > Electronics Retailers > Mobile Phone Carriers > Verizon Subscriber
Start.io
- Demographics > Family Flag > Parents with Teenagers > Parents with Teenagers
- Device Ownership > Smartphones > iOS (Apple) > iPhone SE > iPhone SE Users
- Device Ownership > Smartphones > Samsung > Galaxy A34 > Galaxy A34 Users
For a full list, download our syndicated audiences guide.
Leading activation platforms
Whether you want to activate audiences directly or build a customized media strategy, Experian gives you flexible ways to reach the right consumers.
Our 4,000+ syndicated audiences are available at over 200 leading activation platforms, including programmatic, social, and TV.
Choose the activation path that works best for your campaign:
- Activate syndicated audiences directly through your preferred platform.
- Work with our team to build a curated media strategy tailored to your goals.
Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok, or on a platform not listed above? Contact us today.
Premium inventory through Curated Deals
Looking for a more customized solution? Curated Deals combine trusted audiences with premium inventory into a private marketplace built specifically for your campaign objectives. Our experts help you design, activate, and optimize a strategy that fits your audience and campaign needs.
Reach the right audiences for your industry
Reach telecom buyers with Experian Audiences
Telecom buyers don’t behave as one market. Experian Audiences helps marketers account for differences in purchase channel, switching motivation, and upgrade timing, then reach likely buyers across programmatic, social, connected TV, and curated media environments. Building audience strategy around how people shop, switch, and spend gives marketers a clearer path from audience selection to action.
Connect with our audience experts
Click here to view Experian’s U.S. Consumer Data Privacy Notice.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
FAQs
Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data. They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners. Marketers can choose from 4,000+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk. For a deeper look at our audience catalog, explore our syndicated audience guide.
You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent private marketplaces (PMPs).
Yes, you can combine your own first-party data with Experian’s 4,000+ syndicated audiences and additional segments from multiple partner data providers, as a custom audience within a Curated Deal or self-service via Audience Engine.
Appendix
Limited buyer visibility
- Retail Shoppers: Purchase Based > Technology/Telecom > AT&T mobile phone Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Big-Box Electronics Stores: High Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Consumer Electronics: In Store High Spenders
- Mobile Location Models > Visits > Electronics Stores
- Audigent > Affinity > Technology > Mobile Enthusiasts
- Audigent > In-Market > Consumer Electronics > Mobile Phones
- Retail Shoppers: Purchase Based > Technology/Telecom > T-Mobile mobile phone Spenders
- Retail Shoppers: Purchase Based > Technology/Telecom > Verizon mobile phone Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Walmart High Spenders
- Retail Shoppers: Purchase Based > Technology/Telecom > Wireless: Cell/Mobile Phone Service Spenders
Switching and offer matching
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely AT&T Mobile Service Switchers
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely Boost Mobile Service Switchers
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely Cricket Mobile Service Switchers
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely T-Mobile Service Switchers
- Retail Shoppers: Purchase Based > Technology/Telecom > Likely Verizon Mobile Service Switchers
- Audigent > In-Market > Telecom > Mobile Phone Service Providers
- Lifestyle and Interests (Affinity) > Purchase Behavior > Prepaid Phone & Calling Card users
- Purchase Predictors > Shoppers All Channels > Prepaid Recurring Phone Services High Spend
- Lifestyle and Interests (Affinity) > Cord Cutters > Streaming First Cord Cutters
- Retail Shoppers: Purchase Based > Technology/Telecom > Wireless Phone Service Switchers
Promotions, launches, and timing
- Lifestyle and Interests (Affinity) > Personas (US) Seasonal > Amazon Prime Day Shoppers
- Retail Shoppers: Purchase Based > Shopping Behavior > Big-Box Electronics Stores: High Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Consumer Electronics: In Store High Spenders
- Retail Shoppers: Purchase Based > Shopping Behavior > Consumer Electronics: Online High Spenders
- Retail Shoppers: Purchase Based > Lifestyle and Interests > Electronic Device Protection Plan Buyers
- Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Consumer Electronics
- Consumer Financial Insights > Discretionary Spend – Electronics > Household Electronics Annual Spend $2,500 Plus
- Audigent > In-Market > Consumer Electronics > Mobile Phone Accessories
- Audigent > In-Market > Consumer Electronics > Mobile Phones
- Retail Shoppers: Purchase Based > Ecommerce > Phone Accessory Purchasers – 90 Day Recency
Small business extension
- Demographics > Occupation > Business Founder and Owner Households
- Audigent > IAB > Business and Finance > Business > Business Utilities
- Consumer Behaviors > Occupation: Small Business Owners
- Publisher Derived > Life Events > Recently Started Business Owners
- Publisher Derived > Interest: Business and Industrial > Small Business Growth and Operations Engagers
Partner Audiences
Evertune
- AI Retargeting > Tech & Electronics > Mobile Devices
- AI Retargeting > Tech & Electronics > Phone Plans
Facteus
- Purchase History > Technology / Media / Telecom > Telecom > SPECTRUM > Lapsed Subscriber
- Purchase History > Technology / Media / Telecom > Telecom > T-MOBILE > Low Spend Subscriber
- Purchase History > Technology / Media / Telecom > Telecom > VERIZON > Active Subscriber
NinthDecimal
- Seasonal > Black Friday Shoppers > Big Box Visitors
- Seasonal > Black Friday Shoppers > Electronics Store Visitors
- Shopper > Electronics Retailers > Best Buy > Loyalists
- Shopper > Electronics Retailers > Mobile Phone Carriers > Verizon Subscriber
Start.io
- Demographics > Family Flag > Parents with Teenagers > Parents with Teenagers
- Device Ownership > Smartphones > iOS (Apple) > iPhone SE > iPhone SE Users
- Device Ownership > Smartphones > Samsung > Galaxy A34 > Galaxy A34 Users
Latest posts
Experian Marketing Services and Data Quality President Genevieve Juillard recently sat down with Zach Rodgers, host of the AdExchanger Talks podcast to discuss the future of identity, the importance of data transparency and privacy, and our recent acquisition of Tapad. Genevieve focused on the opportunity for our industry to reimagine an advertising ecosystem that is resilient and adaptable; one that takes advantage of emerging data and prioritizes data transparency and consumer privacy. She also discussed the importance of advertising strategies that put consumers at the heart of every decision and give them more control over their data. Genevieve shared with AdExchanger that Experian’s acquisition of Tapad, a global leader in digital identity resolution, was a natural fit for our company. Tapad’s approach and role in the ecosystem is very much aligned with Experian’s, which is to develop solutions that are resilient to industry and consumer changes. The combination of our capabilities supports interoperability across all types of identifiers, both online and offline, and will position us to help our clients navigate the post-third-party cookie world. To learn more about Experian’s plans to support an effective advertising ecosystem that will evolve with our dynamic industry, listen to the full podcast Embracing ‘Healthy Fragmentation’ In Ad Tech, With Genevieve Juillard. Get in touch
It’s been over a year since Google announced they’d be deprecating the third-party cookie and in that time there’s been a major focus on two types of cookieless identity solutions. Identity vendors and marketers are strategizing which of these two future solutions best fits their needs so they can achieve privacy-safe scale once third-party cookies are no longer available for use on Chrome. Let’s break down these solutions and the considerations marketers need to take into account when deciding what partners to move forward with in the future of identity resolution. Authenticated Traffic Solutions Authenticated traffic solutions (ATS) are a type of digital identification that asks the end-user to identify themselves via personal information, most commonly email address. Often, you’ll see self-authentication at the point of entry to a website that asks you to create an account or login immediately to access the content you are seeking. E-commerce sites use authentication to keep track of consumer purchases and inform advertising decisions for that customer; and publishers use it to tailor featured content, or, more importantly for this discussion, leverage it within the ad ecosystem for targeting. While authentication can provide very valuable user data for audience segmenting and targeting, it can be limited in scale for a single publisher to leverage and monetize on their own. That’s why some identity vendors have worked to integrate themselves within as many publisher authentication modules as possible, so that they can create an aggregate of scale for the ad ecosystem to tap into. But, even this isn’t going to deliver the reach marketers truly thirst for. Alternatively, Facebook has the scale for authenticated traffic, but they keep their data inside a walled garden, so the utility of those authenticated users is only valuable within the Facebook ecosystem. So how can authenticated traffic solutions increase scale to broaden the scope of identifiers they can collect and leverage? Hint: a few of the biggest players have already figured it out. It’s the single sign-on. Google is probably the largest purveyor of a single-sign on solution that can directly impact advertising capabilities. Can you think of a site you visit that doesn’t offer a sign-in with your existing Google account? It’s a short list. Google has integrated themselves into so many applications and publishers that “Login with Gmail” is just second nature (you pictured the Gmail logo when you read that, didn’t you?). Now, if you’re about to purchase something you found off an Instagram ad, or perhaps a retailer you buy from regularly, you’ve probably noticed options to proceed with your checkout via “Amazon pay” or “Apple pay”. These are also single-sign ons. You’re authenticating yourself through Amazon or Apple to that retailer in exchange for A- the safety and security that Amazon or Apple provide for your financial information and B- skipping the annoying process of manually entering personal information over and over again at point of sale. It’s starting to sound like there’s a lot of authenticated data out there isn’t it? Well, that’s true, but again, Amazon and Apple are walled gardens. Amazon is working diligently to build out their own ecosystem to leverage their content and retail channel data for a holistic offering. And Apple keeps user data very close to the chest, constantly limiting its utility for themselves and advertisers. So what is identity resolution doing about it? The Trade Desk announced their solution; Unified ID 2.0, which promises to leverage email authenticated identity for a truly scaled solution for publishers via Javascript through Prebid. By handing over UID2.0 to an independent unbiased organization like Prebid, The Trade Desk is creating instant scale and trust in their solution. Unauthenticated Traffic Solutions Unlike ATS, unauthenticated traffic solutions do not rely on a log-in to identify a user, but they also don’t rely on third-party cookies. Instead, unauthenticated solutions (UATS) leverage their existing streams of real-time data through Javascript on publisher sites or an SDK (software development kit used by apps). The type of information UATS solutions can collect via Javascript or SDK vary, but it can include IP address, user agent and device level info. But being able to read this information at the point of entry to a website does not make a quality identifier. The best unauthenticated solutions will have the ability to set or ingest this information into a unique ID through an infrastructure with incredibly fast speed that can process trillions of anonymous data signals across multiple channels and devices. And even more so, be able to interpret those signals into a profile using machine learning– all at the moment a user enters a domain. It sounds complicated because it is, but it also has a lot of potential. The identity space cannot rest solely on authenticated traffic solutions, because, as you can see, it could limit ownership and operability to just a few power players/walled gardens. This doesn’t help the larger ecosystem monetize and personalize ad inventory. The right unauthenticated solution, however, can unify cross-device individuals and households at scale, because they’re integrated on the broadest number of publishers/SDKs across platforms, have the best algorithms to build confident connections between identifiers, and are universally transactable across the most common sell and demand side platforms. Think of it as the perfect partner- speaking a common language that everyone in the ecosystem understands and acts on. Today more than twenty cookieless identifiers are available in market for the ad ecosystem, and Google hasn’t even announced a date of deprecation. It’s important to be on the lookout for differentiators like scale and precision. Most importantly, choosing a truly cross-device partner will be key, especially as more digital devices and IDs grow in adoption, like CTV has this past year. Taking advantage of both What we will come to find, once the third-party cookie is obsolete, is that choosing just one of these solution types, or partners, will be a disadvantage. The more the industry comes together to collaborate on solutions, the more apparent it is that both of them have value, and thus employing both solutions will give marketers the best opportunities. Tapad, now part of Experian, recently announced the launch of Switchboard; a module within our identity solution; The Tapad Graph, to create this agnostic interoperability for identifiers of all types, and choice and control for the ad tech vendors and marketers who want them. By instantly creating the ability to partner with multiple solutions, Tapad + Experian is ensuring that all use cases for the third-party cookie live on in our cookieless future. Get in touch
Tapad launches global privacy-safe solution to provide continuity in the absence of third-party cookies Switchboard, a module within The Tapad Graph, will connect emerging cookieless identifiers to traditional IDs, creating a more holistic view of the consumer and driving value exchange within the advertising ecosystem Tapad, part of Experian, a global leader in cross-device digital identity resolution, and a part of Experian, announced today the launch of Switchboard, a first-of-its-kind solution to help navigate the evolving cookieless landscape. Switchboard, a module within The Tapad Graph, will operate as a global, privacy-safe solution to provide continuity in the absence of third-party cookies by connecting new cookieless identifiers to traditional digital IDs for a comprehensive view of consumers and their digital touchpoints. Switchboard will enable interoperability across the growing number of these digital identifiers and the value exchange between publishers, content creators and consumers. Leading digital identity solutions partnering with Tapad, part of Experian at the launch of Switchboard include Unified ID 2.0, ID5, Lotame Panorama ID, BritePool, Retargetly IDx and Audigent Halo ID. Tapad, part of Experian plans to expand support to additional identity solutions on an ongoing basis. In addition to these identity solutions, early partners across the ecosystem include The Trade Desk, Amobee, Martin, ShareThis, Eyeota and Catalina. “This diverse group of launch partners and testing customers will prove that Switchboard is an important tenet for the future of identity resolution. We’re excited to be proactive in our approach to give marketers time to adapt new solutions and test their function in tandem with the third-party cookie, while continuing to give our customers flexibility and control,” said Mark Connon, General Manager of Tapad, part of Experian. “Facilitating access and usage of 1st party identifiers is crucial to help marketers prepare for the cookieless future. Thanks to Switchboard, ID5’s cookieless IDs will be available to a wider audience of brands and agencies and enable them to run effective, data-driven campaigns beyond the third-party cookie,” said Mathieu Roche Co-founder & CEO of ID5. Switchboard provides value across the marketing and advertising ecosystem as the need for the ability to support multiple cookieless ID’s across ad tech increases throughout 2021. With a decade of expertise creating digital identity resolution products, Tapad, part of Experian is poised to solve this challenge through innovation and quality, privacy-safe data-driven solutions. “Interoperability is paramount for brand marketers, agencies, publishers and platforms if we want to support an open and free Internet and break free of the stranglehold of walled gardens,” said Pierre Diennet, Global Partnerships at Lotame. ”Lotame Panorama ID’s participation in Switchboard reflects our steadfast commitment to collaborating across and within the industry and providing value to all of its players.” “As advertisers continue to contemplate the future of identity, Amobee is proud to partner with Tapad, part of Experian on this next-generation solution to provide a comprehensive view of consumers,” says Bryan Everett, Senior Vice President of Global Business Development at Amobee. “With the imminent loss of cookies, advertisers must think creatively in order to respectfully engage consumers in a privacy-compliant way and Switchboard can play an important role in addressing their respective identity needs.” Tapad, part of Experian is welcoming identity solutions and Tapad Graph customer participation in Switchboard throughout 2021. Stayed tuned for more updates and information on Switchboard in the coming months. Get in touch