Spring clean your 2025 marketing strategy with sharper identity and smarter data

Why an identity framework matters more than any single identifier   The challenge facing marketers today isn't a single identifier on a deprecation timeline; it’s the increasing fragmentation of signals and identifiers across browsers, devices, apps, and platforms. This shift introduces complexity into how audiences are reached and measured, as signals behave differently in every environment, and it becomes more complex to piece together a complete view of the consumer. Each environment contributes to its own set of visibility gaps, making identity less predictable and more uneven. The result is a patchwork of inconsistent identity signals rather than a single, predictable decline. While you can’t control how platforms evolve, you can control how you respond to fragmentation. The future won’t be defined by the loss of any single identifier, but by your ability to unify, interpret, and activate the many signals that remain. Marketers who adopt a flexible, identity framework will be best positioned to create consistency in an otherwise fragmented landscape. At Experian, we believe flexibility starts with intelligence. For decades, we’ve used AI and machine learning to help marketers understand people’s behavior more clearly, respect their privacy, and deliver messages that drive business outcomes. Our technology brings identity, insight, and intelligence together, so even as the number of signals grows and becomes more varied across environments, marketers can reach the right people with relevance, respect, and simplicity. This intelligence acts as the connective tissue across fragmented ecosystems, ensuring marketers can recognize and reach audiences consistently wherever they appear. What forces are driving fragmentation in identity and signals? Changes to traditional IDs Since Apple introduced App Tracking Transparency (ATT), access to the Identifier for Advertisers (IDFA) has become inconsistent across apps and devices. Google’s evolving Android privacy roadmap adds another layer of variability, fragmenting mobile addressability. Safari and Firefox have long restricted third-party cookies, while Chrome continues to support them for now. This creates different signal availability across browsers, contributing to an uneven and increasingly fragmented identity landscape on the open web. Shifts in signals IPv4 to IPv6 migration introduces mismatched identity structures that complicate continuity across environments. Platform-driven fragmentation Closed ecosystems and uneven adoption of evolving RTB standards (like OpenRTB 2.6 updates designed to support new identifiers and consent signals) create differences in which identifiers and consent signals are shared in the bidstream. At the same time, the rise of alternative or “universal” IDs—often developed by individual platforms, publishers, or technology companies—means that multiple ID types can appear within the same auction, each with its own structure, rules, and level of support. These differences reduce interoperability across platforms and contribute to a more fragmented activation landscape. Each change creates an identity silo. Together, they form an ecosystem defined by fragmentation rather than absence. Without an identity framework, these environments operate as disconnected identity islands. A multi-ID world requires a unified identity framework Alternative IDs play an important role, but they also expand the number of signals marketers must reconcile. Without a consistent identity layer, more IDs often mean more complexity—not more clarity. Common alternative IDs in use today: UID2: The Trade Desk’s Unified I.D. 2.0, an iteration of their original Unified ID 1.0, which was still reliant on third-party cookies, creates persistent IDs with user-provided email addresses and phone numbers. ID5: This independent identity provider builds an identity infrastructure that powers addressable advertising across channels. It can create an ID based on both deterministic and probabilistic data. Hadron ID: Hadron ID is a unique, interoperable identity system (including first-party, audience-based, contextual, deterministic, and probabilistic) developed by Audigent, now part of Experian, to drive revenue for publishers by making their audience data and inventory actionable for media buyers. Industry reports suggest roughly one-third to two-fifths of open-auction traffic carries alternative IDs, sometimes multiple per request. Among Experian clients, adoption of alternative IDs rose 50% year over year, with a 30% increase in IDs resolved to individuals via our Digital Graph. Identity isn’t disappearing; it’s multiplying. A modern identity framework resolves these identifiers into a single, privacy-safe consumer view. Why CTV makes an identity framework essential Beyond alternative IDs, device-level identifiers also play a major role in today’s ecosystem and add to the fragmentation marketers must navigate. Connected TV (CTV) environments introduce additional fragmentation. CTV IDs A CTV ID is an identifier used to deliver, target, and measure ads on CTV devices, including smart TVs, streaming devices, gaming consoles, and more. Unlike MAIDs, which act as universal device identifiers across apps, CTV environments often generate multiple, platform-specific IDs for the same physical device. Different operating systems, publishers, or streaming platforms may each assign their own identifier—such as Roku ID for Advertisers, Amazon Fire Advertising ID, Samsung TIFA, or Apple IDFA for CTV. As a result, a single household or TV can appear under several distinct IDs, making cross-app or cross-platform recognition more complex and further reinforcing the need for a unified identity framework. Experian’s identity framework is powered by predictive and generative intelligence that makes resolution faster and more human-centered. Our AI models fill gaps where data signals are missing, infer behaviors responsibly, and continuously optimize for accuracy, so marketers can personalize ads responsibly, even in a fragmented ecosystem. More importantly, our framework normalizes signals across disconnected environments, creating a consistent identity spine that follows the consumer through their fragmented digital journey. An identity framework connects online and offline signals Fragmentation extends beyond digital environments. Marketers manage offline data from in-store transactions, loyalty programs, household identifiers, and phone numbers that rarely align cleanly with digital signals. As consumers move between online and offline touch points, an identity framework connects these signals into a coherent view of the individual. This foundation allows marketers to recognize the same consumer across environments that expose different identifiers. Four keys to future-proofing your media with an identity framework 1. Know your customer: Unify and enrich your first-party data First-party data is a marketer’s most durable asset, but it’s often scattered and incomplete. Unify it: Bring CRM records, site interactions, and loyalty data into a single platform to build a holistic customer view. Use Offline Identity Resolution to resolve your first-party offline personally identifiable information (PII) back to a consolidated consumer profile, removing duplication of users in your data set. Enrich it: Append Experian Marketing Attributes to uncover demographics, lifestyle markers, and purchase behaviors you can’t see on your own, and use Offline Identity Append to fill in missing offline data points (such as name, address, phone, etc.) to create a more complete and actionable customer profile. This gives you richer profiles that drive more personalized targeting and messaging. Fragmented ecosystems make unified first-party data even more essential. A connected view allows marketers to anchor identity against a stable, proprietary foundation. As identifiers vary across environments, marketers need flexible, privacy-first ways to understand where their audiences are and how to reach them. 2. Find your customer: Expand how you discover and reach audiences in a fragmented landscape As identifiers vary across environments, marketers need flexible, privacy-first ways to understand where their audiences are and how to reach them. Contextual signals: Experian’s Contextually-Indexed Audiences map content to consumer insights, so you can target intent-rich environments. Geographic insights: Our Geo-Indexed Audiences help you find regions that over-index for specific traits and activate them across your preferred platforms. Syndicated and Partner Audiences: Choose from 3,500+ prebuilt segments or 30+ partner data sources spanning health, retail, travel, and more. Curation: As a full-service curation partner, we enable private marketplace (PMP) deals that are privacy-safe, identity-agnostic, and performance-optimized. Together, these approaches help you confidently reach your audiences – using multiple types of signals that complement your identity strategy and create a clearer picture across fragmented environments. 3. Reach your customer: Maximize scale through interoperability As signals and identifiers proliferate across environments, interoperability is essential to maintain consistent reach. Experian’s Offline and Digital Graphs unify disparate signals (MAIDs, CTV IDs, alternative IDs, IP, and more) so marketers can recognize and engage audiences reliably across channels, devices, and platforms. Interoperability matters because it turns a collection of disconnected identifiers into a coherent identity framework that can actually be activated. The following capabilities demonstrate how that comes to life. Unified identity: Create a consistent view of your audience, even when different environments expose different identifiers. Experian’s identity framework connects these signals into a single, actionable identity spine. Expanded reach: OpenX enriched its supply-side identity graph with Experian’s audiences, making our data available directly across OpenX supply and formats. By matching more of the starting audience and identifying more users in the bidstream, marketers see higher match and activation rates, extending reach in hard-to-address environments like Safari and mobile web. Measure success: Optimize based on outcomes If you can't measure your marketing, you can't improve it. Experian Outcomes, powered by our holistic understanding of the user across online and offline touch points, closes the loop by connecting media exposures to real-world actions (store visits, purchases, or site conversions). With these insights, you can: Prove ROI across digital and TV Attribute success to the right channels and tactics Continuously refine targeting, creative, and spend allocation Outcome-based measurement makes your strategy adaptive, so dollars flow to what drives results. As signals multiply across environments, connecting exposures to outcomes requires a unified identity foundation. Experian closes the loop by unifying exposures across disconnected touch points, enabling holistic attribution and optimization. Our AI-powered simplicity drives continuous improvement. From predictive modeling to agentic workflows that automate optimization, we’re investing in generative AI to help marketers spend less time on manual setup and more time on strategy and outcomes. The Experian identity framework advantage Experian connects fragmented signals into a single, actionable identity framework built for long-term resilience. What our identity framework delivers Interoperability: We support all major identifiers, including alternative IDs, IP address (v4 and v6), contextual signals, and both first- and third-party data. Flexibility: Whether you’re activating syndicated audiences, tapping into partner audiences from 30+ data providers, or curating custom segments through Audigent, our solutions meet you where you are. Scale: With four billion IDs resolved in our Digital Graph and 280 million telephones in our Offline Graph, we deliver unmatched reach across digital and offline environments. AI that makes marketing more human: We bring together identity, insight, and automation through responsible AI, helping marketers see audiences clearly, act with intelligence, and optimize with respect for privacy. Our approach is delivering results across a range of programmatic players. These outcomes demonstrate how a unified identity framework delivers performance in environments where signals, identifiers, and devices operate in silos. Proven results powered by Experian’s identity framework Sonobi increased programmatic addressability across the mobile web by 25% and delivered a 20% lift in impression value through our identity graph, driving stronger campaign connections and greater publisher returns. One DSP used our Digital Graph to match more MAIDs, CTV IDs, and IP addresses to online conversions, enabling increased accuracy of their attribution and measurement. They achieved an 84% synced ID rate and a 9% increase in match rate. For Cuebiq, we significantly increased match rates and resolved data from cookieless environments, such as Safari. By combining separate data streams and resolving 85% of total events to a household, Cuebiq expanded on the household IDs to identify MAIDs that are observed in-store, enabling accurate cross-channel measurement. Our Digital Graph allowed MiQ and their clients to expand the reach of their seed audiences across devices by 51% and cookieless IDs by 64%. As a result, MiQ can provide marketers with future-proofed connected planning, advanced targeting, and precise measurement. We’re your partner in building identity framework that lasts: resilient to change, adaptive to new signals, and focused on outcomes. What comes next for signals and identity? The future isn’t defined by any single identifier. It’s defined by the ability to unify and activate across a fragmented identity ecosystem. The winners will be those who adopt interoperable, outcome-driven identity frameworks today. Those strategies will increasingly be powered by responsible AI, systems that simplify workflows, predict opportunity, and optimize in real time while keeping people at the center. At Experian, we see AI not as automation for its own sake, but as a way to make marketing more human, relevant, and respectful. Your playbook for navigating fragmentation Experian connects the fragmented identity ecosystem, unifying alternative IDs, IP signals, contextual data, and first- and third-party assets into a consistent, actionable identity foundation. With proven lift across partners like Sonobi and new offerings like Contextually-Indexed Audiences, we help you build campaigns that perform in a fragmented landscape. Download our 2026 Digital trends and predictions report to explore how identity, interoperability, and measurement will define the future of advertising. Download About the author Henry Schenker Group Product Manager, Experian Henry has nearly 15 years of experience in Digital Advertising, Social Media Marketing, Data Licensing & Analytics, Front-End Engineering, Technical Architecture & Integrations, Profit & Loss Management, and Enterprise-Level Contract Negotiation across the U.S., EMEA, and Asia Pacific regions. Prior to re-joining Experian, Henry held critical go-to-market and product roles at noted industry-disruptors Media.Monks and Attain. From 2018 – 2020, he served as the Vice President, APAC of Innovid (now publicly traded, NYSE:CTV), leading the company's expansion into Japan, Singapore, and Australia. The preceding 4 years with Tapad (acquired by Experian), allowed Henry to become a seasoned Sales Engineer, grow and lead a global Technical Integrations team, and relocate to Singapore, leading sales and operations in the APAC region. Before beginning his career and learning front-end engineering on-the-job at Wyng (formerly Offerpop), Henry received a dual-major (BA/BS) in Sociology and Economics & Finance from Bard College in New York. FAQs Why is signal and identity fragmentation increasing across digital and offline channels? Signal and identity fragmentation is increasing across digital and offline channels because consumers now engage across more devices, platforms, and environments. Each environment introduces its own identifiers and privacy rules. This growth creates more signals overall, which increases the need for unification rather than reliance on a single ID. How should marketers think about alternative IDs in a multi-signal ecosystem? Alternative IDs add reach and coverage when they connect through a common identity framework. They work best alongside first-party data, device identifiers, and contextual signals. Resolution turns multiple IDs into one consistent view of the consumer. What role does unified identity play in CTV and cross-device media? CTV environments often assign multiple platform-specific identifiers to the same household or device. A unified identity layer links those identifiers together. This approach supports consistent audience recognition across streaming apps, devices, and digital channels. How does unified identity support accurate measurement and attribution? Unified identity connects media exposure to outcomes across digital, TV, and offline touch points. It enables marketers to see how different channels contribute to real actions like visits or purchases. Measurement improves when identity remains consistent across the full journey. Why does an identity strategy matter beyond digital advertising? Identity extends into offline signals such as transactions, loyalty activity, and household data. A unified foundation aligns online and offline interactions into one coherent profile. This connection supports planning, activation, and measurement across the entire customer experience. Latest posts

Experian Audiences help financial marketers serve consumers with very different financial habits, digital behaviors, and spending patterns. Backed by our deep insight into income, debt, and credit, digital behavior, and household dynamics, our approximately 400 financial audiences and 3,500+ syndicated segments give financial marketers the ability to engage consumers with relevance across every life stage, channel, and financial mindset. To help financial marketers build effective, more adaptable programs, in this article, we’ll explore two approaches: Generational: How financial behaviors differ across life stages Seasonal: How consumer financial motivation spikes at key times of year Together, these approaches help financial marketers reach the right consumers with the right message at the right moment. Generational approach Financial marketers face a new kind of challenge: some consumers still visit branches, while others manage nearly every financial task from their phones. That gap reflects more than a channel preference; it signals distinct financial needs, confidence levels, and expectations for how money should work across generations. How do financial behaviors differ across generations? Generational digital behaviors The data below highlights key differences in how younger consumers engage with digital financial tools compared with Boomers. Behavior/metricGen Z and MillennialsBoomersUse peer-to-peer transfer apps (Venmo, PayPal)~50%~20%Use a mobile wallet daily79% (Gen Z), 67% (Millennial)Nearly 70% have never used one Younger generations are driving a mobile-first approach to money management, while Boomers are far less likely to manage their finances this way. They prioritize tools that help them build credit, reduce debt, manage rising costs, and automate everyday tasks. This behavior is reshaping how financial institutions think about acquisition, product relevance, and loyalty. Generational workforce and retirement dynamics As Boomers retire, their focus shifts to protecting accumulated wealth, steady income, and simplified service experiences. These changes are reshaping household finances and long-term planning behaviors across the country. The table below outlines how shifting workforce composition and retirement milestones differ across generations. Behavior/metricGen Z and MillennialsBoomersShare of the U.S. workforceGrowing toward 74% of the global workforce by 2030 (younger generations collectively)~15% of the U.S. workforce and shrinkingRetirement outlookExpected age to retire 67-69~75 million people will have retired by 2030 Marketers need to do more than track trends; they need to act on them with confidence. That’s where Experian Audiences come in. Turn generational insights into action with Experian Audiences Experian Audiences turn complex generational data into actionable marketing segments, helping financial brands reach the right people with the right message across every life stage. We offer approximately 400 financial audiences, each reflecting distinct financial priorities, from debt management to wealth preservation. These audiences are built using privacy-safe data and grounded in our deep understanding of income, debt, and digital behavior. Experian’s financial audiences blend credit, behavioral, and demographic signals to help you connect with consumers based on: Debt profile, including type and overall burden Income tier and earning stage Financial confidence and digital engagement habits How can marketers activate generational insights with Experian Audiences? Each generation has unique financial journeys, needs, and motivations that marketers can address with Experian Audiences designed to reach: Generation Z (Gen Z) Millennials Generation X (Gen X) Baby boomers (Boomers) In addition to these four generational segments, Experian Audiences also includes segments that apply broadly across life stages. These audiences reflect core financial attributes, such as income, capacity, and lifestyle, that are consistently relevant and can be layered onto any generational strategy. Ability to pay Generational income bands  Income Mosaic® USA While Fair Lending regulations prohibit age-based targeting, these groups are not built on age itself. Instead, they’re derived from observable financial behaviors and signals that often align with different life stages; allowing marketers to engage consumers in a compliant, behavior-driven way. We also offer FLA-friendly¹ audience segments when required, alongside expanded options for non-lending campaigns, supporting initiatives such as brand and product awareness, deposit growth, credit union membership, and other programs that don’t rely on credit-based targeting. You can find the full taxonomy paths in the appendix. This generation is young, digitally savvy, and highly engaged. Gen Z is beginning their financial journey with a focus on independence and debt management. Their preference for mobile-first tools and peer-to-peer payments reflects an expectation for simple, accessible financial experiences. Campaigns centered on credit-building tools, savings apps, and financial literacy resources are especially relevant for this group. Behavior/metricGen ZUse peer-to-peer transfer apps80%+Use mobile wallets daily79% Here are seven recommended audiences to target Gen Z:  Credit Card Financial Personality Discretionary Spend: Dining Out Discretionary Spend: Education Discretionary Spend: Entertainment In Market Buy Now Pay Later In Market for Auto Loan or Lease Renter How to use these audiences Financial marketers can activate audiences like Credit Card Financial Personality, In-Market Buy Now Pay Later, and Renter to introduce credit-building tools and mobile-first financial products. Millennials are entering their peak earning years while balancing family, homeownership, and digital convenience. Their preference for digital and contactless payments reflects a broader expectation for seamless, mobile-first financial experiences. Campaigns highlighting mortgage products, family insurance, and digital banking resonate across connected TV, mobile, and display. Behavior/metricMillennialPrefer digital or contactless payments~85% Here are ten audiences to target Millennials:  Deposits Financial Personality Discretionary Spend Education Discretionary Spend Home Furnishings In Market Buy Now Pay Later In Market Real Estate Investable Assets Likely to Move Mortgage Financial Personality New Parents Student Loan Age How to use these audiences Financial marketers can use audiences such as Mortgage Financial Personality, New Parents, and Discretionary Spend: Home Furnishings to reach Millennials navigating homeownership, family growth, and major financial decisions. Gen X leads in household income and prioritizes investments, education, and long-term financial stability. They respond well to data-driven offers for refinancing, college planning, and wealth management, especially across digital video, streaming, and email channels. Behavior/metricGen ZMillennialsGen XBoomersMedian income$71,200~$104,000~$126,000~$54,000 Here are ten audiences to target Gen X:  Discretionary Spend Discretionary Spend Donations Discretionary Spend Entertainment Discretionary Spend Travel Equity Loan Age Insurance Financial Personality Investment Financial Personality Investable Assets Mortgage Loan Age Net Asset Score (Net Worth) How to use these audiences Financial marketers can utilize audiences like Investment Financial Personality, Equity Loan Age, and Net Asset Score to promote refinancing, college planning, and wealth-building solutions. Boomers tend to have lower debt loads and more stable income, but place a high value on security and simplicity. Their channel preferences skew traditional, focusing on direct mail, television, and formats that reinforce trust and familiarity. Behavior/metricBoomerMedian net worth$410,000TV consumption98% watch TV; 77% watch more than 2 hours per dayNewspaper readership50%+ still read print or a mix of print and digital Here are eight audiences to target Boomers:  Charitable Causes Discretionary Spend Discretionary Spend Donations Discretionary Spend Travel Equity Loan Age Home Equity Financial Personality Mortgage Loan Paid Off or “Has Existing” Net Asset Score (Net Worth) How to use these audiences Financial marketers can target audiences such as Home Equity Financial Personality, Mortgage Loan Paid Off, and Net Asset Score to support messaging around wealth preservation, estate planning, and retirement security. Seasonal approach Alongside generation insights, financial advertisers should also capitalize on key seasonal events where financial motivation naturally spikes. Each season brings unique consumer behaviors, and Experian Audiences can be activated to align with these key seasonal moments. Tax season Refunds and debt payoff are top of mind as consumers prepare and file their returns. Experian Audiences you can activate: Household Tax Shelter User Tax Preparation Services and Software Tax Return: Professional Service Prepare User Tax Return: Self Prepare User How to use these audiences Use Tax Preparation Services and Software or Tax Return: Self Prepare User to reach consumers actively preparing returns, paying down debt, or planning how to use their refunds.  Home buying season Mortgage, refinancing, and home equity activity increases as consumers enter the peak home buying window. Experian Audiences you can activate: In Market First Mortgage In Market Home Equity In Market New Mortgage In Market Second Mortgage Refinancing Homeowners How to use these audiences Use In Market First Mortgage or Refinancing Homeowners to connect with consumers exploring first-time home purchases, refinance options, or equity-based borrowing. Back-to-school Household spending increases as families manage education costs, holiday purchases, and year-end budgeting. This period also drives heightened activity around payments, credit usage, and financial planning. Experian Audiences you can activate: Back to School High Spend Back to School Moderate Spend Back to School Spend: PreK through High School College Tuition Geo Index High Spenders Credit Card Age <2 Years Credit Seeking Card Switcher In Market Credit Card In Market Personal Loan Mobile Location > College Students Student Loan Age <5 Years Student Loan Existing How to use these audiences Activate Back to School High Spend, Back to School Moderate Spend, or Back to School Spend: PreK through High School audiences to reach households actively preparing for the school year. Year-end planning (October-December) As Boomers and Gen X plan for retirement or tax optimization, focus on wealth preservation and investment management.  Experian Audiences you can activate: Baby Boomer Household Income $150K–$249K Baby Boomer Household Income $250K–$499K Estimated Household Income Range $500K Gen X Household Income $1M Plus Geo-Indexed Household Income $1M Plus How to use these audiences Use Estimated Household Income Range $500K or Geo-Indexed Household Income $1M Plus to engage consumers focused on financial wrap-up activities. What sets Experian Audiences apart? Our syndicated audiences give you an advantage across channels, offering both scale and accuracy: Experian’s 3,500+ syndicated audiences can be sent to 200+ leading social platforms, such as Meta and Pinterest, TV, and programmatic advertising platforms, and activated directly within Audigent, a part of Experian,  with private marketplaces (PMPs). Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent, a part of Experian, for activation in PMPs, and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list, download our syndicated audiences guide. Explore Experian and FMCG Direct’s financial audiences in non-financial campaigns Where can you activate Experian Audiences? Experian Audiences can be activated on 200+ leading destinations or found directly on over 30 platforms, including: Basis  FreeWheel  Magnite  Nexxen  The Trade Desk  Viant  Microsoft Advertising and more 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. Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok or on a platform not listed above? Contact us today. Explore our other audiences that you can activate today Activate Experian Audiences today with Audigent Audigent will build customized deals that combine premium Experian Audiences or Partner Audiences and inventory into a single, streamlined deal ID – tailored to your campaign needs. Plus, our powerful supply-side optimization ensures your campaigns deliver top marks in performance. Connect with the Audigent team today at AudigentAgency_Brands@experian.com to get started. Make every consumer part of your financial strategy From first paychecks to retirement portfolios, every generation has its own financial story, and seasonal moments create predictable spikes in financial behavior. With Experian Audiences, you can plan across life stages and timing to meet consumers when intent is highest, building relationships grounded in trust, relevance, and meas Reach out to us today FAQs What are Experian Audiences? 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.Experian ranks #1 in demographic accuracy according to Truthset, and marketers can choose from 3,500+ 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.  How can financial marketers use Experian Audiences effectively? Financial marketers can use Experian Audiences by aligning audience selection with generational priorities, such as digital banking for Gen Z or retirement planning for Boomers, to improve engagement and ROI. Are Experian Audiences compliant with financial marketing regulations? Experian Audiences are designed to meet a variety of needs while respecting different levels of privacy standards. For example, we offer FLA-compliant segments where required, as well as broader audiences for objectives such as brand awareness, promotion, credit union membership growth, and more.Experian’s approach to data is guided by our Global Data Principles, which reflect how we protect and manage information:Data security: safeguarding data against unauthorized access, use, or lossAccuracy: ensuring data is as accurate, complete, and relevant as possibleFairness: collecting and using data responsibly and for legitimate purposesTransparency: being open about the data we collect, how it’s used, and where it’s sharedInclusion: using data to expand financial access and support consumer financial health Where can you activate Experian Audiences? You can activate Experian Audiences are available across 200+ digital and connected TV platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs. Can I combine Experian data with my own? Yes, you can combine Experian data with your own. You can combine your own first-party data with Experian’s 3,500+ syndicated audiences and additional segments from multiple Partner data providers, as a custom audience within a Curated Deal or self-service via Audience Engine. Footnote “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws. Appendix Generation Z Financial Personalities > Credit Card Financial Personality > Uninterested, Average Credit Card Balance Financial Personalities > Credit Card Financial Personality > Reluctant User, High Credit Card Balance Financial Personalities > Credit Card Financial Personality > Loyal Rewards Enthusiast, Low Credit Card Balance Financial Personalities > Credit Card Financial Personality > Credit Seeking Card Switcher, High Credit Card Balance Financial Personalities > Credit Card Financial Personality > Complacent Card User, Low Credit Card Balance Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229 Financial FLA Friendly > In Market > Buy Now Pay Later Financial > In Market > Buy Now Pay Later Financial FLA Friendly > In Market Auto Loan Financial FLA Friendly > In Market Auto Lease Demographics > Homeowners/Renters > Renter Millennials Financial Personalities > Deposits Financial Personality > Uninterested, Average Deposit Balance Financial Personalities > Deposits Financial Personality > Self-Directed Diversifier, Very High Deposit Balance Financial Personalities > Deposits Financial Personality > Hesitant Borrower, Low Deposit Balance Financial Personalities > Deposits Financial Personality > Demanding Advice Seeker, Low Deposit Balance Financial Personalities > Deposits Financial Personality > Conservative Branch Banker, Very High Deposit Balance Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271 Financial FLA Friendly > In Market > Buy Now Pay Later Financial > In Market > Buy Now Pay Later Publisher Derived > In-Market: Real Estate > In-Market Real Estate Consumer Financial Insights > Investable Assets > Investable Annual Assets Score Less Than $10000 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $10000-$49999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $50000-$99999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $100000-$249999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $250000-$499999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $500000-$999999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $1000000 Plus Lifestyle and Interests (Affinity) > Movers > Likely to Move Financial Personalities > Mortgage Financial Personality > Uninterested, Slightly Below Average Mortgage Balance Financial Personalities > Mortgage Financial Personality > Secure, Active Refinancer, Above Average Mortgage Balance Financial Personalities > Mortgage Financial Personality > Disciplined, Passive Borrower, Below Average Mortgage Balance Financial Personalities > Mortgage Financial Personality > Conservative, Bank Loyalist, Slightly Below Average Mortgage Balance Financial Personalities > Mortgage Financial Personality > Advice Seeking Refinancer, Slightly Above Average Mortgage Balance Life Events > New Parents > Child Age 0-36 Months Financial FLA Friendly > Student Loan Age > 9 Years Financial FLA Friendly > Student Loan Age > 8 Years Financial FLA Friendly > Student Loan Age > 7 Years Financial FLA Friendly > Student Loan Age > 6 Years Financial FLA Friendly > Student Loan Age > 12 Years Financial FLA Friendly > Student Loan Age > 11 Years Financial FLA Friendly > Student Loan Age > 10 Years Financial FLA Friendly > Student Loan Age > <5 Years Generation X Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $682-$1364 Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $1365-$99999 Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $0-$681 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $193-$99999 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $102-$192 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $0-$101 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $993-$99999 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $525-$992 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $0-$524 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $911-$1973 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $1974-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $0-$910 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $952-$1763 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $1764-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $0-$951 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $833-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $326-$832 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $0-$325 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $2568-$99999 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $1265-$2567 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $0-$1264 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $31619-$99999 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $0-$7900 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $7901-$10930 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $21952-$31618 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $15180-$21951 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $10931-$15179 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $2818-$99999 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $1459-$2817 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $0-$1458 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $727-$99999 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $331-$726 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $0-$330 Financial FLA Friendly > Equity Loan Age > 9 Years Financial FLA Friendly > Equity Loan Age > 7-8 Years Financial FLA Friendly > Equity Loan Age > 12+ Years Financial FLA Friendly > Equity Loan Age > 11 Years Financial FLA Friendly > Equity Loan Age > 10 Years Financial FLA Friendly > Equity Loan Age > <6 Years Financial Personalities > Insurance Financial Personality > Uninterested, Below Average Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Secure Agent-Oriented Loyalist, High Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Reluctant Insurance Skeptic, Below Average Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Insurance Averse, Below Average Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Engaged Advice Seeker, Average Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Confident, Self-Directed Planner, High Insurance Policy Face Value Financial Personalities > Investments Financial Personality > Skeptical, Fund-Oriented Investor, Low to Medium Investable Assets Financial Personalities > Investments Financial Personality > Savvy Sounding-Board Seeking Investor, Average Investable Assets Financial Personalities > Investments Financial Personality > Price Sensitive, Self-Directed Investor, Very High Investable Assets Financial Personalities > Investments Financial Personality > Cautious Investing Novice, Low Investable Assets Financial Personalities > Investments Financial Personality > Broker-Reliant Delegator, Very High Investable Assets Consumer Financial Insights > Investable Assets > Investable Annual Assets Score Less Than $10000 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $10000-$49999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $50000-$99999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $100000-$249999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $250000-$499999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $500000-$999999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $1000000 Plus Financial FLA Friendly > Mortgage Loan Age > 9 Years Financial FLA Friendly > Mortgage Loan Age > 8 Years Financial FLA Friendly > Mortgage Loan Age > 7 Years Financial FLA Friendly > Mortgage Loan Age > 6 Years Financial FLA Friendly > Mortgage Loan Age > 5 Years Financial FLA Friendly > Mortgage Loan Age > 13 Years Financial FLA Friendly > Mortgage Loan Age > 11-12 Years Financial FLA Friendly > Mortgage Loan Age > 10 Years Financial FLA Friendly > Mortgage Loan Age > <4 Years Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score Net Worth $1000000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $2500000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score Less Than $25000 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $750000-$999999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $75000-$99999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $500000-$749999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $50000-$74999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $5000000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $250000-$499999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $25000-$49999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $2500000-$4999999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $100000-$249999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $1000000-$2499999 Baby boomers Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Private Foundations Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Political Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Health Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Education Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Arts/Culture Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes by Volunteering Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $682-$1364 Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $1365-$99999 Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $0-$681 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $193-$99999 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $102-$192 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $0-$101 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $993-$99999 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $525-$992 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $0-$524 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $911-$1973 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $1974-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $0-$910 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $952-$1763 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $1764-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $0-$951 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $833-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $326-$832 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $0-$325 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $2568-$99999 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $1265-$2567 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $0-$1264 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $31619-$99999 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $0-$7900 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $7901-$10930 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $21952-$31618 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $15180-$21951 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $10931-$15179 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $2818-$99999 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $1459-$2817 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $0-$1458 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $727-$99999 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $331-$726 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $0-$330 Financial FLA Friendly > Equity Loan Age > 9 Years Financial FLA Friendly > Equity Loan Age > 7-8 Years Financial FLA Friendly > Equity Loan Age > 12+ Years Financial FLA Friendly > Equity Loan Age > 11 Years Financial FLA Friendly > Equity Loan Age > 10 Years Financial FLA Friendly > Equity Loan Age > <6 Years Financial Personalities > Home Equity Financial Personality > Uninterested, Low Home Equity Balance Financial Personalities > Home Equity Financial Personality > Secure, Savvy Credit User, High Home Equity Balance Financial Personalities > Home Equity Financial Personality > Home Equity Enthusiast, Very High Home Equity Balance Financial Personalities > Home Equity Financial Personality > Home Equity Averse Skeptic, Very Low Home Equity Balance Financial Personalities > Home Equity Financial Personality > Hesitant Borrower, Low Home Equity Balance Financial FLA Friendly > Mortgage Loan Paid Off Financial FLA Friendly > Mortgage Loan Has Existing Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score Net Worth $1000000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $2500000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score Less Than $25000 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $750000-$999999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $75000-$99999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $500000-$749999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $50000-$74999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $5000000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $250000-$499999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $25000-$49999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $2500000-$4999999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $100000-$249999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $1000000-$2499999 Tax season Lifestyle and Interests (Affinity) > Financial Behavior > Household Tax Shelter User Publisher Derived > In-Market: Financial Services > Tax Preparation Services and Software Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return –Professional Service Prepare user Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return – Self prepare user Home buying season Financial FLA Friendly > In Market First Mortgage Financial FLA Friendly > In Market Home Equity Financial FLA Friendly > In Market New Mortgage Financial FLA Friendly > In Market Second Mortgage Financial FLA Friendly > Refinancing Homeowners Back to school Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel – High School Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend – PreK (Early Ed – PreK) Geo-Indexed > Discretionary Spend > College Tuition GeoIndex High Spenders Financial Personalities > Credit Card Financial Personality > Credit Seeking Card Switcher, High Credit Card Balance Financial FLA Friendly > In Market Credit Card Financial FLA Friendly > In Market Personal Loan Consolidated Mobile Location Models > Visits > College Students Financial FLA Friendly > Student Loan Age > <5 Years Financial FLA Friendly > Student Loan Has Existing Year-end planning Demographics > Household Income (HHI) > Baby Boomer Household Income $150K-$249K Demographics > Household Income (HHI) > Baby Boomer Household Income $250K-$499K Demographics > Household Income (HHI) > Estimated Household Income Range $500K Plus Demographics > Household Income (HHI) > Gen X Household Income $1M Plus Geo-Indexed > Demographics > Geo-Indexed Household Income $1M Plus Latest posts

Remember when “6-7” was all over your feed and no one really knew why, but somehow everyone got it? In 2025, the internet proved that connection doesn’t always make sense — at least not at first. The “6-7” meme was random, ridiculous, and everywhere. It spread because it felt connected; an inside joke everyone could share. Marketing in 2026 will have its own 6-7 moment. Experian's 2026 Digital trends and predictions report explores how 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. After years of fragmentation, the industry is finally unifying around shared foundations: data accuracy, identity resilience, and measurable performance. Here are three connections to watch for in 2026. 1. AI is only as good as its data foundation AI’s performance depends on the quality, recency, and integrity of its inputs. In 2026, marketers will recognize that the differentiator is not the algorithm itself but the data that informs it. As AI becomes embedded into workflows (from audience discovery to media optimization) accurate identity and privacy-safe data become essential. Why it matters Good data fuels responsible automation, predictive insight, and personalization that feels human. Without it, even the most advanced models will simply automate bad decisions faster. What actions should marketers take to strengthen their data foundation? To make AI adaptive, ethical, and aligned with real-world context, marketers need to strengthen the data foundation beneath it. In 2026, that means taking four core actions: 1. Prioritize accuracy Verify data and anchor it in real human identity, rather than inferred or fragmented signals. 2. Keep data fresh Ensure inputs stay current through continuous updates that reflect real-time consumer behavior and conditions. 3. Maintain consent standards Source data responsibly and stay compliant with privacy regulations emerging across 20+ U.S. states. 4. Enable interoperability Connect data securely across platforms through a signal-agnostic identity framework that supports consistency and scale.    When these elements come together, AI becomes more than just automation: it becomes adaptive, ethical, and responsive to real-world context. 2. Commerce media expands beyond retail Commerce media is no longer just a retail play. What began as retailers monetizing their data and media has evolved into a multi-sector movement uniting data, media, and transaction insights. Auto, travel, CPG, and even financial brands are launching their own media networks or partnering with existing ones to close the loop between exposure and conversion. More than half (58%) of advertisers are interested in advertising on non-retail media networks. eMarketer Why it matters In 2026, commerce media becomes a strategy for any brand with first-party data, measurable outcomes, and the need for closed-loop insight. What should marketers do with this expansion? Activate beyond owned channels Extend audiences beyond owned inventory into addressable connected TV (CTV) and open-web environments where identity links every impression to real outcomes. Make identity the growth engine Privacy-first identity resolution increases data addressability and keeps media measurable across every channel. Collaborate for scale and consistency Partner with providers that deliver transparency, interoperability, and shared measurement – not just data volume. 3. Curation becomes the programmatic standard Curation is reshaping programmatic advertising into something more focused, efficient, and accountable. In an era shaped by privacy regulation and signal loss, curation brings identity, quality, and control together, allowing marketers to target confidently across CTV, audio, and the open web. More than 66% of open-exchange ad spend (over $100 billion annually) now runs through curated private marketplaces (PMPs). eMarketer Why it matters Curation aligns with the industry’s need for accurate identity, transparent supply, and stable outcomes, especially as traditional signals fluctuate. How can marketers use curation more effectively? Utilize supply-side innovation Use supply-side platform (SSP) curation tools from partners like Index Exchange and Magnite to optimize in real time and keep your supply paths transparent. Adopt curated marketplaces Work with agency-built marketplaces from groups like GroupM and Butler/Till to control data costs, maintain transparency, and improve performance. Activate with Experian Curated Deals Tap high-performing audience segments, including PurpleLab’s HIPAA-compliant health audiences, through curated PMPs in leading demand-side platforms (DSPs) such as Amazon DSP. Optimize and prove performance Combine Experian data with Audigent supply-path intelligence to adjust campaigns mid-flight using metrics like CPM, CTR, and video completion rate. 2026 will be the 6-7 era for marketing The “6-7” meme didn’t need to make sense to go viral. But your marketing does. 2026 will be the year marketers move from fragmentation to connection. Download Experian’s 2026 Digital trends and predictions report to explore all five digital marketing trends shaping 2026. Download now Ready to get started? Connect with a member of our team About the author Fred Cheung  Director, Partnership Sales, Audigent, a part of Experian  Fred Cheung has spent over a decade in the programmatic advertising space, with roles at Mindshare, Jounce Media, Twitter, and The Trade Desk. His deep experience in trading and product management helps in his current function on the Experian Marketing Services’ Sales team where he focuses on data growth and adoption across the industries’ leading buy-side platforms.  FAQs Why does Experian describe 2026 as marketing’s “6–7 moment”? Experian uses this phrase to describe the inflection point where AI, identity, commerce media, and programmatic curation finally connect in practical, scalable ways. It reflects the shift from fragmentation toward unified activation and measurement. Experian covers five digital marketing trends to watch for in 2026 in our 2026 Digital marketing trends and predictions report. How does Experian support AI strategies for marketers? Experian provides verified consumer data, identity resolution, and privacy-first frameworks that strengthen AI accuracy. AI tools require reliable inputs, and Experian’s data foundation helps marketers apply AI in predictive modeling, audience insight, and media optimization. Why is identity central to commerce media growth? Identity allows brands and media networks to connect exposure to conversion across sites, screens, and environments. Experian supports this through resilient identity frameworks that maintain recognition even as signals shift. How does Experian help marketers activate curated programmatic buys? Experian provides high-performing audience segments and outcome-based signals that improve curated PMP performance. These capabilities give buyers more control, more stability, and clearer pathways to measurable results. Where can marketers learn more about Experian’s 2026 predictions? Experian’s 2026 Digital trends and predictions report outlines the five forces shaping the year ahead, including AI’s dependence on data quality, commerce media expansion, and the rise of curation. Latest posts