In this article…
Contextual targeting is having a comeback, and it’s smarter, sharper, and more strategic than ever before. By 2030, annual contextual advertising spend is anticipated to reach $562 billion! As marketers move away from cookie-based targeting and adjust to a privacy-first digital world, contextual advertising is becoming one of the most effective ways to reach engaged audiences.
Unlike the basic contextual keyword targeting of the past, today’s contextual strategies are built on data, machine learning, and deep audience insights. Experian, with Audigent, plays a key role in powering this evolution, enabling marketers to execute contextual campaigns with the precision, performance, and compliance needed for today’s environment.
Let’s talk about how advertisers are reaching audiences in a changing advertising era with smarter contextual targeting.
What is contextual targeting?
Contextual targeting, by definition, is a cost-effective, privacy-safe way to engage audiences based on what they’re reading or watching in the moment without relying on personal identifiers. It places ads on webpages that contain content relevant to your product or service.
Contextual targeting vs. behavioral targeting
The concepts of contextual and behavioral targeting are commonly confused. Both aim to deliver relevant ads, but their methods differ significantly.
Let’s break it down.
Behavioral: Based on online behaviors
Behavioral targeting builds user profiles based on factors like browsing history, clicks, and purchases, tracking users across platforms using cookies and device IDs. For example, if someone researches new SUVs on multiple sites, they might see car-related ads long after they’ve stopped actively looking.
While 68% of consumers say they’re concerned about how their data is used in advertising, marketers have the opportunity to build trust through better targeting with Experian. We help brands meet rising consumer expectations with responsible, privacy-forward behavioral data and targeting options that enable you to reach audiences effectively while aligning with your privacy and control needs.
Contextual: Based on content and environment
Behavioral targeting will continue to play a valuable role in personalized marketing strategies, but contextual targeting is a compelling alternative or complement for strong performance in a privacy-safe, scalable, cost-conscious way.
Contextual targeting focuses on the ad environment. It analyzes the page’s content, such as keywords, tone, and structure, and serves ads that align with that context without personal identifiers or user tracking.
With Experian Marketing Data, you can enhance contextual targeting further by layering in data about who’s likely to be on the page. That combination of content signals and audience intent creates smarter, more privacy-compliant campaigns that perform better.
Innovations in contextual targeting
In its early form, contextual targeting depended on simple keyword matches. While functional, it lacked nuance and often resulted in broad or irrelevant placements.
Today, the approach is far more intelligent. Thanks to AI, machine learning, and natural language processing (NLP), platforms can now assess the full context of a webpage, analyzing tone, sentiment, structure, and content depth to determine the best ad match.
Contextually-Indexed Audiences
Experian’s Contextually-Indexed Audiences take contextual targeting one step further by analyzing traffic from websites and mobile applications to identify the types of frequent visitors to those pages with the power of rich consumer insights. Instead of simply showing up on relevant pages, brands can reach pre-qualified audiences mapped to those environments, combining intent, content, and data-driven strategy in a single solution.
This is where contextual targeting is headed and why it’s no longer just an alternative to behavioral but a strategic advantage in its own right.
A privacy-first future
Even as third-party cookies remain in use, their long-term reliability is uncertain, and the industry continues moving toward solutions that don’t depend on personal identifiers. Laws like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have led advertisers to rethink how they engage audiences, shifting focus from individual tracking to content and context.
With modern tools, advertisers can use contextual targeting programmatic strategies to reach audiences in privacy-compliant ways that still deliver high performance. Programmatic platforms like demand-side platforms (DSPs) now offer pre-built contextual segments by industry, interest, seasonality, and more.
In a few clicks, marketers can launch campaigns that align with content environments where consumers are already engaged without behavioral tracking. For brands looking to future-proof their media strategies, contextual is one of the few options that checks every box.
Why more marketers are using contextual targeting
Contextual targeting can help you grow your audience, drive web traffic, boost visibility, and increase conversions as data privacy regulations grow stricter worldwide.
Here’s a deeper dive into the benefits of this targeting strategy.
Connect with ready-to-engage audiences
One of contextual targeting’s greatest advantages is the ability to meet consumers exactly where and when they’re most receptive. It places your ads on pages where they naturally add value to the user experience. When someone is actively reading or watching content about a specific topic, they’re already in the right mindset, which makes your ad feel more like a helpful recommendation than an interruption.
For example, if someone is reading a blog post comparing hiking backpacks, they’re far more likely to engage with an ad for outdoor apparel or trail shoes than one for an unrelated product like kitchenware.
Drive sales and revenue while lowering costs
Another draw of contextual targeting is its affordability for brands with limited budgets. It doesn’t require third-party data, identity graphs, or tracking infrastructure, so it’s easier on your media budget.
By aligning ads with page context, brands can also see real business results, such as:
- Lower cost per thousand impressions (CPM): Since contextual ads are served based on the content of the page rather than user profiles, they often have a lower price tag — especially in verticals where access to behavioral segments may be more competitive.
- Reduced cost-per-acquisition (CPA): More relevant impressions mean fewer wasted clicks and better ROI.
- Lower cost-per-click (CPC): On networks like Google Display, CPCs for contextually targeted ads can be as low as $0.45, especially in e-commerce and consumer goods sectors.
- Higher conversion rates: Ads placed in relevant environments outperform generic placements, which increases the likelihood of action and conversion.
- Higher lifetime customer value (LTV): Users who arrive at your site from contextually aligned ads are more likely to convert and become repeat customers, driving long-term revenue.
Quick and easy setup, built to perform
Contextual campaigns can also be launched quickly,often within a day, and produce immediate results.
One powerful option is Experian’s Contextually-Indexed Audiences, which combines real-time analysis from over two million websites with access to more than 1,400 trusted audience segments. Available through top demand-side platforms’ contextual marketplaces and Audigent private marketplaces (PMPs), this solution offers a scalable way to reach high-intent consumers without cookies or IDs.
Getting started is simple. With a few inputs like relevant topics, keywords, or content categories, you can activate ads in environments where your audience is already engaged. And the best part? The ease and speed to launch doesn’t mean you’re sacrificing results. Because your ads show up alongside content your audience is already interested in, they feel timely and relevant, which leads to more clicks, stronger engagement, and better overall performance.
Personalized experience based on known interest
Consumers crave personalization. In fact, Deloitte conducted a 2024 study that found 80% of consumers want personalized brand experiences and spend 50% more with the ones that do. Contextual targeting meets that expectation by delivering relevance in the moment without tracking users’ online behavior.
Experian’s Contextually-Indexed Audiences use contextual cues across the web to find common sets of audiences and identify where high-intent audience segments tend to show up. This helps advertisers deliver relevant, privacy-safe messaging to consumers who are more likely to engage, thereby building trust, capturing attention, and increasing performance while respecting user privacy.
Brand safety
Contextual targeting even helps brands avoid reputational pitfalls. With the help of AI and NLP, today’s contextual tools can assess what a page says and how it says it. That means you’re not just protecting user privacy but also your brand by ensuring your ads appear in relevant, trustworthy environments that reflect your values.
Contextual targeting examples
Contextual targeting works across nearly every industry, helping brands connect with audiences based on the content they’re consuming in the moment.
Here are a few examples of this in action across verticals.
Contextual targeting for automotive buyers
Most car buyers don’t just walk onto the lot. They arrive informed, having begun their journey online, researching makes, models, financing options, trade-in values, and credit requirements. It’s during this discovery phase that contextual targeting shines.
Advertisers in the automotive space can serve ads alongside car reviews, dealership comparisons, or articles about electric vehicle tax credits, connecting with shoppers actively gathering information and signaling strong purchase intent. When your ad appears in the middle of that research journey, it feels like the next logical step.
Contextual targeting also helps local dealerships and national brands stay top of mind during key decision-making moments without relying on third-party cookies.
Contextual targeting for first-time parents
New parents are one of the most information-hungry audiences online. From sleep training and stroller reviews to feeding schedules and baby-proofing tips, they consume a massive amount of content across various topics.
That content provides a rich canvas for contextual targeting. Brands selling baby gear, wellness products, insurance plans, or parenting services can place ads on relevant articles and forums, connecting with parents when they’re researching their options and making purchase decisions.
Contextual targeting for political campaigns
Contextual targeting helps political advertisers connect with voters in relevant, mission-aligned environments. In a time when misinformation and divisiveness can influence public perception, maintaining this control is more critical than ever.
With contextual targeting, campaigns can place their ads alongside trustworthy, high-quality content that addresses issues relevant to their supporters, whether it’s local policy, national news, or editorial commentary aligned with their platform. Advertisers can also avoid content that may contradict their message or brand values.
The future of contextual targeting
While Google no longer plans to fully deprecate third-party cookies, the industry has already moved forward. Most marketers have invested in cookieless solutions, and that momentum isn’t slowing down.
As contextual targeting becomes even more essential to future-proofing media strategies, its effectiveness depends on the quality and responsibility of the data behind it. That’s where Experian leads the way.
Experian Marketing Data as the foundation
At the core of Experian’s contextual targeting capabilities is Experian Marketing Data: a rich, privacy-compliant data set built from verified offline sources. This foundational data powers everything we do and fuels the full suite of Experian’s audience and targeting solutions.
Marketing Attributes and Audiences
One of the key products built from this data is Marketing Attributes, which transforms raw information into detailed, privacy-safe variables like lifestyle preferences, financial behaviors, and media habits. These attributes form the building blocks of Experian Audience solutions, allowing you to create highly specific segments tailored to your goals.
When applied to contextual targeting, these segments help you align your messaging with the types of content your ideal audiences are consuming in real time. We’ll help you activate contextually relevant campaigns using real audience insight to place the right message in the proper environment at the ideal moment.
Contextually-Indexed Audiences
Powered by Experian Marketing Data, Contextually-Indexed Audiences brings a new level of precision to contextual targeting. By analyzing traffic from over two million websites and apps, we offer access to 1,400 audience segments (like luxury shoppers or frequent travelers) that are most likely to visit specific content.
This lets you place your message in environments where your target customers already are, combining contextual relevance with data-driven intent. It’s a smarter, privacy-safe way to reach the right people without relying on cookies or user tracking.
You can activate these audiences instantly through the top demand-side platform’s contextual marketplace or partner with Audigent to create a custom PMP. A PMP offers more control and flexibility and allows you to enhance campaign performance with additional performance optimization capabilities and activation across any media-buying platforms.
Experian collaboration with Audigent and Peer39
Experian and Audigent partner to deliver SmartPMPs, or private marketplace deals that give advertisers access to premium inventory and privacy-first data activation in one streamlined solution.
What makes this partnership unique is Audigent’s supply-side integration. Instead of only running audience segments through the DSP, SmartPMPs pair Experian’s high-performing audiences with curated inventory from thousands of publishers, all accessible through a single deal ID.
This supply-side approach unlocks:
- Better reach across CTV, display, video, and more
- Stronger performance through real-time supply optimizations
- Personalized campaigns that don’t rely on cookies or user-level identifiers
We’ve also partnered with Peer39 and Audigent to expand contextual targeting capabilities further. These partnerships make it possible to match Experian syndicated audience segments, including geo-indexed and behavioral data, to contextual signals in real time.
Advertisers can now run fully cookieless campaigns with exceptional scale and performance by indexing Experian Marketing Data through our identity graph and activating through platforms like Audigent’s Hadron ID or Peer39’s integrations.
In one beta test with Audigent, a major national advertiser used this solution to run a 15-day campaign that exceeded CTR benchmarks by 25% with no cookies or IDs.
Talk to an Experian team member today
The future of digital advertising is about trust as much as performance.
Turn to Experian for help reaching your audience in the right environments using ethically sourced, privacy-first data. We help brands run scalable, contextually aligned campaigns built for today’s privacy landscape and tomorrow’s performance goals.
With tools like Marketing Attributes, Contextually-Indexed Audiences, and Audigent PMPs, we make it possible to connect meaningfully without crossing privacy boundaries. Let’s talk about how we can help you lead the way.
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Brand and tech leaders share insights to guide marketers forward Cannes Lions 2025 brought its usual charm, rosé, and lively discussions, but what stood out was a shift in tone: brand and tech leaders aren’t talking in theories anymore – they’re rebuilding how advertising works. From identity to outcomes, the consensus was clear: marketers need bold, structural changes to thrive. At Experian, we spoke with leaders from Ampersand, Butler/Till, Comcast Advertising, Fox, OpenX, Optable, Snowflake, VideoAmp, and Yieldmo. Their message? Foundational change, not incremental tweaks, is the way forward. Here are five moves marketers and CMOs should be making right now. 1. Make identity the foundation, not an add-on Identity must be the core of your marketing strategy, not an afterthought. Building a strong identity framework from the outset ensures that your data and tech stack work seamlessly across channels. This means investing in first-party data assets and identity resolution tools that inform every campaign and tactic. Identity isn’t just a feature; it’s the base layer of everything successful marketers do today. \”There’s no AI strategy without a data and identity strategy. Marketers who want to stretch every media dollar and personalize each touchpoint need a unified, deeper view of the consumer – insight they can carry straight into downstream ad platforms.”David Wells, Snowflake Next step: Treat identity resolution as a prerequisite to every campaign, not a task to address later. Align your data management platform (DMP), customer data platform (CDP), and collaboration partners around a unified identity spine (Experian’s or your own) to ensure data flows uninterrupted from planning to reporting. 2. Curate, don\’t automate. Programmatic is getting personal Programmatic advertising remains relevant, but its purpose is evolving from mere automation to intelligent, data-driven curation. This shift requires moving beyond static site lists to dynamic, page-level contextual engines that determine, in real-time, which impressions to display. Today, it’s about carefully selecting and curating inventory to ensure transparency, quality, and relevance for your audience. Marketers are increasingly turning to private marketplaces (PMPs) that offer curated, brand safe inventory and clear supply paths to deliver meaningful results. Expect continued growth in curated PMPs, AI-assisted forecasting, and supply-side innovations that combine premium connected TV (CTV) inventory with deterministic data. The goal is to reach the right viewer and understand exactly how and why they got there. “What we’re talking about right now is almost like curation 2.0, which is bringing more of the capabilities that historically sat with the demand-side platform (DSP) into the hands of the supply-side platform (SSP) – that is, supply-side targeting, or what we call data-driven curation.\”Matt Sattel, OpenX Next step: Audit your supply chain. If you can’t clearly explain every step from bid request to delivery, explore curated deals or direct SSP partnerships that align with your quality and transparency standards. 3. Connect teams like you connect data Fragmented results often stem from fragmented teams. Persistent silos (like TV buys on one floor, digital on another, and data science somewhere else) slow down budgets and create inconsistent messaging. Forward thinking organizations are restructuring teams around unified KPIs and shared data. When planners, buyers, and analysts work together (or at least share dashboards), campaigns move faster and creative stays consistent. “We restructured our teams to focus on all forms of video – linear, streaming, and online. This allowed us to embrace partners who cross over these verticals and technical approaches.”Gina Whelehan, Butler/Till Next step: Map your current workflow end-to-end. Where does a brief stall or data stop flowing? Restructure teams or create shared success metrics to eliminate bottlenecks. 4. Turn disconnected data into unified insights Marketers have spent years gathering massive amounts of data, but hoarding data isn’t a winning strategy. The future belongs to those who can collaborate with partners to connect and utilize data effectively, all while respecting privacy and security. Rather than chasing the next data source, leading marketers are finding ways to safely connect data already available in-house or via partners. This might involve data clean rooms, secure data sharing agreements, or joint analytics initiatives – but the common thread is working together on data, not operating in isolation. “We\’ve been encouraging marketers to tie in first-party data and to really utilize that data and to work with trusted sources and deterministic sources in order to overcome a lot of the challenges around signal loss with cookies, in particular. The other way is also clean rooms. Clean rooms really enable the opportunity to collaborate in a private, safe way, and connecting to those more deterministic sources in order to deliver the results that advertisers are looking for.”Carmela Fournier, Comcast Advertising Next step: Identify gaps in your first-party data. Then, collaborate with a provider like Experian to safely match data sets and unlock insights without exposing sensitive info. 5. Focus on outcomes, not clicks Impressions, clicks, and other output metrics have been the currency of marketing for decades. But the consensus at Cannes is that those proxies aren’t enough – business outcomes are what matter now. Marketers must shift their focus to measuring real results, such as sales lift, new customer acquisition, lifetime value, or brand impact, rather than getting bogged down in intermediate metrics. This move to outcome-based measurement changes how campaigns are planned and judged: success is defined by the value created, not just the volume delivered. Unified, identity-based analytics are finally making it possible to see who saw an ad and what they did next, across TV, CTV, and digital. That intel drives smarter budget shifts and tighter creative feedback loops. “Outcome-based measurement is table stakes in today’s media ecosystem, and Ampersand has woven it into almost everything we do. Thanks to Experian’s strength in identity, audience insights, and outcome measurement, we can give advertisers the attribution they need at every stage of the funnel.”Justin Rosen, Ampersand Next step: Identify metrics that matter to your bottom line, then find a partner who can measure them accurately. If measurement stacks don’t talk to each other, they’re holding you back. Preparing for the challenges ahead The common thread across these five moves is connection – connecting data, teams, and outcomes. Marketers who act on these imperatives will be ready for whatever new screen, format, or privacy rule comes next. Experian can help you: Establish an identity spine Enable secure data collaboration in or out of clean room environments Curate premium CTV inventory with deterministic audiences Measure business outcomes across every channel Ready to make your next bold move? Let\’s start a conversation Latest posts
Marketers are searching for better ways to connect with their audiences across screens and prove results. Optimum Media is at the forefront of this development, helping brands plan, activate, and measure campaigns across linear TV, addressable TV, connected TV (CTV), digital, and social platforms. To support this approach, Optimum Media partners with Experian, combining their subscriber data with Experian’s trusted audience and identity solutions. Together, we help brands not only find the right consumers but also understand their behaviors and measure real outcomes. Here’s how Optimum Media and Experian are working together. Build a complete customer view with rich data from Experian Optimum Media starts with strong first-party data, including viewership and exposure information from millions of households. However, reaching a deeper understanding of these audiences requires more than what subscriber records alone can offer. Through Experian’s Marketing Attributes, Optimum Media gains access to thousands of demographic and behavioral attributes to its data sets. These attributes—such as income ranges, lifestyle interests, and retail purchasing behaviors—help advertisers build a more complete view of the consumer. \”We work with trusted partners like Experian to deliver the additional audience insights—like demographics and lifestyle—that are critical for our clients\’ success.\”Natalia Irmin, Sr. Director, Strategic Partnerships, Optimum Media Combining Experian’s Marketing Attributes with Optimum Media’s subscriber footprint helps brands segment audiences more precisely, develop refined media plans, and tailor messaging based on the real behaviors and interests of consumers. Move beyond basic targeting with Audience Engine To support more personalized and scalable targeting, Optimum Media uses Audience Engine—Experian’s self-service platform for audience management and activation. Through Audience Engine, Optimum Media can: Access Experian’s syndicated audiences Not just what’s available directly on their platform. Build custom segments Using Experian’s demographic and behavioral insights. Tap into our data marketplace To explore additional segments from Experian and our Partner Audiences through trusted third-party providers. These tools give Optimum Media and its clients the ability to move beyond basic targeting. Whether a brand wants to reach families preparing for back-to-school shopping, in-market car buyers, or upscale consumers planning home renovations, Audience Engine makes it possible to identify and activate those audiences with greater accuracy—based on real data, not guesswork. Extend campaign reach with Experian’s Digital Graph While Optimum Media has a substantial owned footprint, they often work with advertisers who need to extend reach beyond traditional subscriber bases. To support this, they rely on Experian’s Digital Graph. Our Digital Graph connects mobile ad IDs (MAIDs), IP addresses, CTV IDs, and hashed emails into unified household and individual profiles. This enables Optimum Media to identify and reach audiences outside of their network with the same level of accuracy as inside it. For even deeper audience insights, Digital Graph can be bundled with Marketing Attributes. This combination helps advertisers go beyond basic targeting to include real-world behaviors like shopping habits, travel preferences, and lifestyle characteristics. The result: campaigns that do more than deliver impressions—they connect with the right households across any channel. Turn viewership into measurable business outcomes One of the biggest challenges in multiscreen advertising is connecting exposure to real business results. With Experian’s solutions, Optimum Media can: Plan based on audience behaviors across screens, not just age and gender demographics. Activate household-level audiences across linear, CTV, digital, and social. Measure campaign performance using unduplicated reach, frequency, and attribution across devices. By offering advertisers access to a more complete consumer profile and maintaining consistent measurement across channels, Optimum Media and Experian help clients make better decisions about where to spend and how to adjust strategies over time. Why the Optimum Media and Experian partnership delivers Deeper audience understanding: By combining first-party viewership with Experian’s demographic and behavioral data, advertisers gain a fuller picture of who they are reaching. Seamless cross-platform execution: Identity solutions like Digital Graph allow brands to reach audiences across multiple devices and channels without losing precision. \”Optimum Media has been instrumental in helping Experian strengthen the precision, quality, and real-world applications of our data. Their ongoing feedback is invaluable in making sure our solutions continue to meet client needs and perform at the highest level.\”Chris Feo, Chief Business Officer, Experian With a single, trusted partner offering both identity and audience solutions, Optimum Media avoids the complexity many advertisers still face when piecing together different data sets and vendors. “Having Experian’s identity and audience solutions under one roof makes it easier for us to plan, reach, and measure across every channel. It’s a complete solution that simplifies advertising and improves performance.”Natalia Irmin, Sr. Director, Strategic Partnerships, Optimum Media Start building better campaigns with Experian Ready to improve your audience targeting and measurement strategies like Optimum Media? Connect with our team today to learn how Marketing Attributes, Audience Engine, Digital Graph, and our other solutions can help you build stronger, more measurable advertising campaigns. Connect with us About Optimum Media Optimum Media is a multiscreen advertising business that partners with small and medium businesses, as well as national, political, media and entertainment, and agency clients across the United States. They work with advertisers to develop custom multiscreen advertising solutions powered by proprietary technology and a massive aggregated database of audience data points and TV viewership data. Latest posts
Originally appeared in The Current Forget the cookie delay — AI is already rewriting the rules of advertising. While the industry was busy debating yet another postponement of Chrome’s third-party cookie phaseout, AI quietly became the most disruptive force in marketing. But here’s the twist: AI doesn’t work without identity. If marketers want results — real outcomes, not just impressions — they need to prioritize the data that makes AI go. First-party data strategies are now mainstream. Interoperable identity solutions like Unified I.D. 2.0 (UID2) and ID5 are gaining adoption across the open web. Connected TV (CTV) has grown into a performance-focused, cookieless channel. Contextual and geo-based targeting have become smarter and more scalable. Identity graphs are helping marketers stitch together signals across devices, platforms, and channels. The foundation for a better ecosystem isn’t being built — it’s already here. The AI hype is over — and the stakes are higher It’s no longer buzz. AI is here, and it’s already reshaping how we plan, activate, and measure advertising. We’re seeing the rise of agentic AI: systems that don’t just surface insights but act on them. These AI agents are identifying patterns, building audiences, optimizing media buys, and analyzing performance. AI is helping marketers stop guessing and start improving. But there’s a catch — one we can’t afford to overlook. AI is only as good as the data it works with. “Garbage in, garbage out.” as the saying goes. And in advertising, that means if you don’t know who you’re reaching, even the smartest AI won’t drive results. To unlock AI’s full potential, marketers need a strong, privacy-safe identity foundation. Identity is the fuel that makes AI work AI can personalize creative, optimize in-flight campaigns, and even recommend which channels to prioritize — but it can’t do any of that well without context. And context starts with identity. Identity connects signals from different devices, logins, channels, and interactions to real people. It tells your AI models who you’re talking to — not just what they clicked. That kind of clarity gives AI the power to make smarter predictions, uncover insights, and deliver relevance at scale. Without identity, AI is guessing. With identity, it’s delivering. Identity is the foundation of the outcomes era We’re living in a performance-driven age. Impressions and clicks are no longer enough. Marketers today are being judged by real outcomes: incremental sales, customer acquisition, revenue lift, and long-term value. To measure those outcomes, you need to know who you reached — and whether they took action. Identity makes that connection possible. It links ad exposure to real-world results. It enables accurate attribution across channels. It powers personalization at every stage of the journey, making every impression more valuable. This is the outcomes era, and identity is what makes it measurable. Commerce media and CTV show what’s possible Two of the fastest-growing channels — commerce media and CTV — are great examples of identity in action. Commerce media In commerce media, identity helps retailers and marketplaces organize their customer data, enrich it with external insights, and activate it across their own sites and off-site channels. It makes accurate targeting possible and gives marketers a clear ROI they can prove. CTV In CTV, identity helps solve a fundamental challenge: turning anonymous viewers into addressable audiences. On free ad-supported streaming platforms (FAST), identity solutions resolve viewership to the household level. On logged-in platforms, identity enriches profiles with behavioral and purchase data, boosting demand, improving CPMs, and growing revenue. At Experian, we’ve invested in this future. Our recent acquisition of Audigent brings together data, identity, and activation — under one roof — built to support both AI-driven planning and outcome-based performance. How marketers can win now To stay ahead in a world defined by AI and outcomes, marketers need to: Invest in omnichannel identity To unify signals across platforms and environments. Make identity actionable in real time To inform both targeting and measurement. Utilize first-party data, clean rooms, and privacy-safe partnerships To future-proof performance. Tailor identity strategies To fit their media mix — because what works in CTV may not apply to in-app or web. It’s not about rebuilding everything. It’s about building on what’s already working. Final thought: Identity is the bridge AI is raising the bar, and outcomes are the new standard. But neither works without identity. The marketers who win won’t treat identity as a compliance checkbox — they’ll treat it as their competitive edge. Get started with us today Latest posts