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As the days get longer and the weather warms up, spring’s revitalizing energy naturally leads to realignment. For marketers, it’s the perfect moment to reevaluate strategy, especially as consumer behavior changes ahead of summer and brings a renewed interest in travel, outdoor activities, and social events. Making seasonal adjustments to your marketing strategy helps you adapt to these shifting behaviors, capitalize on 2025 marketing trends, and keep your brand relevant year-round.
When it comes to your marketing strategy, spring cleaning means clearing out outdated tactics, optimizing what works, and making room for smarter, more connected solutions. Take the time to ask yourself questions like:
- Are our audiences still relevant?
- Are we activating our data across the right channels?
- Are we collaborating with the right partners and using the right data clean room providers?
If there’s room for improvement, now is the best time to audit, refine, and refresh your marketing strategy before the high-stakes summer and winter seasons. With identity resolution, data enrichment, data clean room collaboration, and omnichannel activation through Experian, you can clean up what’s outdated and prep your strategy for summer success!
Rethink your data and identity resolution strategy
Your data is foundational to your strategy and is a great place to start your marketing strategy spring cleanup. If your customer information is outdated, incomplete, or fragmented across systems, every campaign built on top of it risks underperforming. Before jumping into segmentation, activation, or partnerships, assess the health of your data and identity infrastructure. This is your deep clean and an essential first step in ensuring everything else works better.
With signals disappearing, buying channels proliferating, and customer journeys getting more complex, the key to maintaining addressability is investing in persistent identity, complete consumer data, and collaborative measurement strategies that can weather these changes.
Here are some ways to rethink your marketing data management and identity strategies for the current environment.
Set the data foundation
A solid identity resolution strategy starts with high-quality, unified data. Consider a comprehensive refresh of your customer records by auditing and enhancing what you have for accuracy and depth.
As you’re thinking through spring marketing ideas, it’s an ideal time to enrich your first-party data by appending missing details, removing outdated records, and ensuring you enter summer with reliable, up-to-date profiles.
Data enrichment
Customer data naturally degrades, and eventually, you’ll need to dust it off by supplementing consumer records with current, high-quality insights and attributes. Experian data enrichment can help you seamlessly refresh records with updated demographic and behavioral data, giving detailed insights for precise targeting and relevant campaigns.
With over 5,000 attributes available, covering everything from age and income to shopping habits and media preferences, you can maintain the deepest, most up-to-date view of your consumers through every season.
Offline identity resolution and append
Offline identifiers — like names, physical addresses, and phone numbers — are the most persistent identity markers as they rarely change compared to digital cookies and device IDs. They’re essential for a stable identity foundation, and you can use them to develop a consistent, unified view of each household and individual.
Use this season to audit and tidy up your offline records. Are key identifiers missing? Are you relying on outdated addresses or duplicate names? Experian’s Offline Graph serves as the foundation to help unify those fragmented pieces, resolving identities across households and individuals to create a clean, consistent view of every customer. Think of this step as scrubbing baseboards or cleaning behind the fridge. It’s often overlooked but a prerequisite to a thorough spring refresh.
You can also use Offline Identity Append to append missing identifiers to improve match rates, boost data accuracy, and ensure addressability so that when summer campaigns launch, you’re ready to confidently meet your audience where they are.
Digital resolution via Digital Graph
This next step is like replacing your air filter each spring. You won’t see it, but you’ll definitely feel the difference in performance. Digital resolution ensures persistent, accurate targeting across devices and channels in a fragmented omnichannel environment.
Experian’s Digital Graph facilitates easy consumer identification and connection across the digital ecosystem. Our graph links digital identifiers like mobile ad IDs (MAIDs), connected TV IDs, and hashed emails to consumer profiles. So, when a customer interacts on a smartphone, a smart TV, and a laptop browser, those actions can all be tied back to the same individual or household in your database.
Collaborate securely in data clean rooms to close gaps
Matching partner data within your own secure space, a trusted third-party clean room, or Experian’s privacy-safe environment is an essential next step in your marketing spring cleaning strategy. But what is a data clean room?
A data clean room is a privacy-first way to enhance marketing data in a secure environment that allows brands and partners to match and analyze data without exposing personally identifiable information. It’s almost like organizing a shared closet. You both bring what you have, sort it safely, and leave with something more valuable without mixing up or exposing what’s personal. Secure collaboration enriches your understanding of consumers, boosts match rates, and ensures the highest data security standards.
Here are key data challenges you can tackle through data collaboration—whether in a clean room or across your broader data strategy.
Lack of insights or usable data
Without third-party cookies, marketers run the risk of losing valuable consumer insights. Collaborating with key partners lets brands enrich their first-party data and obtain a more comprehensive view of customer behaviors for informed decision-making.
Let’s say, for example, that an advertiser with sales data but no exposure data struggles to attribute sales to specific campaigns. By collaborating securely with a measurement partner who provides exposure data, the advertiser can confidently link sales to ad exposure and optimize future campaigns with an understanding of who saw their ad and made a purchase.
We anticipate that data collaboration will be a key marketing trend in 2025 alongside signal loss.
Low or no match rates
When businesses handle matching internally, discrepancies like name variations (e.g., John Doe vs. Jonathan Doe) or mismatched identifiers (hashed emails vs. MAIDs) often result in poor match rates. Experian’s identity resolution capabilities, meticulous hygiene processes, resolution logic, and comprehensive identity graphs significantly enhance these match rates.
For example, if a data provider had physical addresses and a demand-side platform (DSP) had email addresses, they couldn’t collaborate with different identifiers. Using Experian Collaboration, however, their data could be resolved with offline identity data from our graph, enabling them to share their collaboration data and improve their marketing efforts.
Data security
When it comes to data collaboration, protecting your proprietary and customer information is non-negotiable. That’s why Experian operates with some of the industry’s strictest data security, privacy, and compliance protocols.
We support identity resolution and data collaboration within the most secure environments available — data clean rooms built to prevent sensitive customer data from ever being exposed. Instead of moving or sharing your raw data, we ensure all records are anonymized before any analysis occurs.
Additionally, Experian’s clean room integrations with trusted partners give clients flexibility without compromising compliance. All solutions are designed to meet GDPR, CCPA, and industry-specific data governance standards, with full audit trails and customizable access controls.
Connect and activate
Once your data is clean, enriched, and resolved, the next step is to activate it efficiently across the channels where your audiences spend time. This step is like putting everything back in place after a deep clean so everything is functional, easy to access, and ready to deliver results.
As you get ready to put your spring marketing ideas into motion, it’s time to streamline your activation approach and make sure your customer data is working hard for you.
First-Party Onboarding
With Experian First-Party Onboarding, you can ship data where needed using flexible data solutions for your activation strategy. This step is like labeling and organizing your freshly cleaned marketing closet, so each audience segment is ready to deploy wherever you need it.
We make it easy to:
- Understand your customers on a deeper level
- Seamlessly onboard your customer data for use across programmatic, social, and advanced TV platforms
- Combine your first-party data with Experian syndicated audiences for enriched targeting
- Deliver those audiences to any destination that accepts Experian Audiences — whether a DSP, social platform, or publisher
- Increase match rates, extend reach, and lower activation costs
Transact in the ecosystem with the Experian ID
To aid in the activation process, Experian ID is a unified identifier that acts as a privacy-safe bridge between fragmented emails, device IDs, and addresses, helping you activate audiences across all media channels.
Experian ID keeps your data protected and connected whether you send it to DSPs, social platforms, or data clean rooms. This allows for secure activation and performance tracking across the ecosystem without exposing personally identifiable information (PII).
Like sealing and storing your seasonal belongings in airtight containers, Experian ID keeps your data clean, safe, and always ready for use.
Use fresh audience insights to inform segmentation
After deep-cleaning your data, enriching profiles, and resolving identities, you’ll want to ensure your segmentation reflects that renewed foundation. Just like clearing expired ingredients from your pantry, spring is an ideal time to toss outdated audience definitions and replace them with insights that are fresh, relevant, and ready to perform.
With Experian’s modern audience tools, you can create smarter segments, power omnichannel strategies, and continue reaching high-value consumers even in cookieless environments.
Our marketing data management tools make it easy to:
- Build detailed, personalized profiles using over 5,000+ behavioral and lifestyle marketing attributes that go far beyond basic demographics.
- Choose from 2,400+ pre-built syndicated segments or collaborate with Experian to create custom audiences tailored to your KPIs and campaign goals.
- Append fresh attributes to your CRM to keep profiles accurate, performance-ready, and reflective of current consumer behaviors and life stages.
Together, these tools help sharpen your segmentation strategy and ensure up-to-date audience insights power every campaign. Let’s break down how smart combinations and contextual precision can further elevate your segmentation.
Combine our identity graphs and Marketing Attributes for sharper targeting
Combining Experian’s identity graphs with Marketing Attributes gives you both the who and the why behind your audience and helps you act on that insight with precision. It’s like giving your closet a total spring refresh — not just purging what doesn’t fit but also organizing what’s left into ready-to-wear outfits.
- Digital Graph + Marketing Attributes: Link real-time digital behavior (like CTV, mobile, or web activity) with rich consumer insights to create segments that perform across channels, from mobile to CTV to social.
- Offline Graph + Marketing Attributes: Tie persistent offline identifiers like name and address to behavioral and lifestyle data, making it easier to plan full-funnel strategies from direct mail to digital display.
This approach gives you the clarity and flexibility to build richer personas, reach more qualified audiences, and target with confidence across any environment.
Activate smarter with Contextually-Indexed Audiences
Spring cleaning your strategy also means letting go of legacy tools, especially those relying on cookies or outdated tracking methods.
With Experian’s Contextually-Indexed Audiences, you can reach consumers based on the content they’re engaging with, not their identifiers. We map millions of websites to real audience segments so you can target high-intent consumers in a privacy-safe, way.
For example, an automotive brand looking to reach high-intent luxury EV shoppers can activate Experian’s “in-market for a luxury electric car” segment. With contextually-indexed targeting, that brand’s ads will appear on websites that over-index for visitors in that audience — such as premium car review sites or sustainability-focused blogs — without relying on user identifiers.
This allows the brand to scale performance safely and efficiently in cookieless environments while achieving strong engagement metrics.
Activate across channels with confidence
After refreshing your data, segmentation, and partner strategies, the final step in your spring cleaning is putting all that prep work into action — efficiently and at scale. Think of this as your final sweep: optimizing where and how you activate your audience to ensure every touchpoint is aligned, accurate, and impactful.
With your updated segments and sharpened identity framework in place, you can reach consumers across display, mobile, connected TV (CTV), and emerging digital channels. Experian provides the tools to activate seamlessly — backed by privacy-safe, high-quality data and flexible integration options.
Third-Party Onboarding: Expand reach with external data sets
Experian’s Third-Party Onboarding capabilities make it easy for brands to augment their first-party data strategies on their preferred activation platforms with easy access to high-quality, activation-ready third-party audiences.
For you, this means you no longer have to manage the onboarding process yourself or worry about compatibility. Instead, you can:
- Enhance your first-party targeting with third-party data that’s already privacy-safe and activation-ready.
- Reach more qualified consumers by layering in external behavioral, lifestyle, or intent signals.
- Maximize scale across your preferred platforms using Experian’s established integrations and ecosystem support.
With Experian as your trusted partner, your audience strategy becomes more flexible, more scalable, and more effective, giving you the power to engage the right consumers beyond your own CRM.
Start preparing now for summer campaigns
You’ve cleared out the clutter, restocked your toolkit, and optimized your data strategy, and now, you’re ready to get ahead of the summer rush. While summer is go-time for high-impact marketing campaigns, now is the time to clean, organize, and prepare.
Another reason to start now? Tariffs, inflationary pressures, and changing consumer confidence are already impacting product demand, budget planning, and go-to-market strategies for the rest of the year. Brands need to be ready and agile in the face of economic turbulence.
So, think of this as your final recap checklist before the season (and the economy) changes: a set of intentional steps that ensure all your prep work translates into real performance when it counts.
Start now to:
- Cleanse and enrich your data: Make sure outdated records don’t weigh down your summer outreach. Refresh profiles with Experian’s latest attributes to stay aligned with consumer behavior.
- Solidify your identity resolution strategy: Transition to persistent, privacy-safe identifiers like Experian’s unified ID to maintain addressability across devices and channels.
- Collaborate with key partners: Run pilot campaigns with trusted collaborators to augment your data and maximize scale ahead of peak season.
- Refresh audience segments: Update personas and segments based on the latest data insights.
- Trial omnichannel strategies: Use spring to test messaging across display, CTV, social, and mobile so your summer creative hits with precision.
- Confirm measurement readiness: Double-check attribution and analytics tools so you can optimize in real time and prove ROI.
- Tailor creative to the season: From backyard barbecues to road trips, ensure your messaging taps into the themes and activities consumers care about most this summer.
Spring is the warm-up. Summer is the performance. Start today to improve your marketing data management and overall strategy, and you’ll be ready to hit the ground running.
Let’s plan your seasonal strategy together
Whether you’re looking for more spring marketing ideas or want to launch a high-impact summer campaign, Experian is ready to help. From strategy to segmentation and data clean rooms to real-time activation, we partner with you to build a marketing engine that performs now and keeps growing through the seasons.
Connect with us today, and let’s turn your seasonal refresh into long-term momentum
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At Experian, we power data-driven advertising through connectivity. Today, we're excited to introduce our newest offering, which drives that connectivity: Experian Third-Party Onboarding. This new capability empowers third-party data providers by streamlining the monetization of their audiences through Experian’s expansive network of over 20 programmatic, social, and TV platforms. Data onboarding typically presents challenges, including complicated integration processes, limited ID matching capabilities, and opaque pricing structures, all compounded by less-than-ideal customer service. Experian Third-Party Onboarding eliminates the common barriers in the onboarding process and leaves users with a simple yet powerful solution for data providers to increase the adoption of their audiences and maximize their revenue. A leap forward in data connectivity Experian Third-Party Onboarding builds upon the investment and infrastructure used to distribute Experian's own audience segments. Notably, in 2020, we began the transformation of moving away from third-party partners to using our own direct connections for audience distribution. Compared to the competition, Experian’s Third-Party Onboarding capabilities offers data providers: Enhanced programmatic addressability: 50% increase in programmatic addressability compared to the competition. Superior CTV addressability: As a top identity partner in TV, we provide a 73% increase in CTV addressability as compared to the competition. Vast digital reach: Approximately 3.8B digital IDs that are active and addressable on a weekly basis. The first data providers to use Experian’s third-party onboarding capabilities are Adentro, Kontext, L2, and Webbula. "Moving beyond cookie-only third-party onboarding solutions is critical for our users in the age of cookie deprecation, and Experian's identity capabilities do that. Experian's match rates and speed to turn around audiences to a large number of platforms is critical for our political buyers during this very busy campaign season."Paul Westcott, EVP, L2 Benefits to Experian Third-Party Onboarding Experian’s unique onboarding process enhances current capabilities and sets new benchmarks in the industry. The comprehensive benefits of Experian’s Third-Party Onboarding include: Future-proof your addressability: With Experian's advanced digital and offline identity capabilities embedded within this new onboarding solution, user audiences will automatically be expanded to a deep set of identifiers (e.g., CTV IDs, MAIDs, IPs, UID2s, ID5s, and more) to ensure scale and maximum addressability. Seize the CTV opportunity: Tap into the explosive growth of connected TV (CTV), the fastest-growing major ad channel in the U.S., with connectivity to more than ten TV destinations. Simple pricing structure: Straightforward revenue-share pricing structure free of hidden costs, ensuring clarity and trust in all financial dealings. Streamlined reporting: Gain valuable insights with self-service reporting available within days of receiving data from the platform. Drive growth and adoption with faster reporting, allowing you to track usage by segment, advertiser, or destination effortlessly. Efficiency and support: A self-service, user-friendly interface gives you control over taxonomy field names, CPMs, and destinations. It is complemented by a dedicated account team, which reduces the burden on user resources and guarantees a seamless experience from onboarding to activation to reporting. Support for syndicated and custom audiences: Seamlessly onboard bulk syndicated audience taxonomies and custom audiences to programmatic, social, and TV platforms through our existing integrations. “Both activation platforms and data providers familiar with our world-class identity capabilities and top-notch service have proactively asked Experian to provide third-party onboarding services. After listening carefully to how we can improve upon their current setup, we are excited to bring a solution to the market that directly addresses their needs.”Scott Kozub, VP, Product Management, Experian Stay ahead of the curve Maintaining a competitive edge with your data is no longer optional; it's imperative. Experian Third-Party Onboarding arms users with advanced connectivity, unparalleled data expertise, and thorough support, positioning them at the forefront of industry innovations. Reach out to our team today to learn more about Experian Third-Party Onboarding and how it can make your data go further. Go further now Read the AdExchanger press release about Third-Party Onboarding Learn more Latest posts
Retail media networks (RMNs) rank among the fastest-growing media channels. According to eMarketer, retail media spend is forecasted to account for more than a fifth of overall digital spending in 2025, and retail media spend will grow by 21.8%. For RMNs, the path to realizing this opportunity is marked by navigating through a series of critical stages, each with its own set of challenges and solutions. Retail media strategies Simply put, RMNs need to know who their customers are, where they are, and how to reach them to succeed. But we know nothing is that simple. This blog post reviews the three pivotal stages of RMN success, offering a roadmap for networks aiming to optimize their operations and claim their share of the rapidly growing category. Stage 1: Develop a data foundation In a world where traditional tracking methods are fading, first-party data has become essential for targeted advertising. Retailers have a wealth of this valuable data due to their direct consumer relationships. The initial step in establishing an RMN is to organize and utilize this data effectively. Steps to develop a data foundation: Organize data: Bring together fragmented shopper data, loyalty program information, and other customer data into a unified location. Clean and deduplicate this data to create consistent customer profiles. Enhance profiles: Gain insights into your customers and your brand’s customers so you can learn who your best, lapsed, and non-customers are. Append additional attributes to your shopper data, including media consumption habits, lifestyle preferences, demographic information, and more. Use identity graphs: Identity providers, like Experian, enable you to learn about the anonymous – and known – visitors on your platform and organize disparate customer data points into households. This will allow RMNs to connect addressable identifiers to the household, making it easier to reach customers across channels. Create audience segments: With a solid data foundation, RMNs can build audience segments beyond basic shopper data. These segments will make your data more attractive and actionable for media buyers. For example, consider a retailer that knows its shoppers are primarily young professionals, but a CPG brand wants to target not only these shoppers but also young professionals who are parents. By partnering with an identity solution provider like Experian, the retailer can append additional data to identify and target the young parents within their existing customer base, enabling the CPG brand to reach both audience segments effectively. “Retail media networks thrive on clean, accurate, and actionable data. Simply put, it's crucial to know who your customers are, when they're most engaged, and where to reach them to drive effective marketing strategies and maximize ROI.”anne passon, sr. director, sales, retail Stage 2: Become a publisher for optimal retail media growth The next step for RMNs is to transition from building a data foundation to helping marketers reach their target audience, essentially becoming a publisher. This involves two main processes: organizing advertising inventory and connecting it to demand. Steps to become a publisher: Audit and organize inventory: Conduct a thorough review of all existing ad spaces, including websites, apps, and in-store placements. Identify gaps and consider creating new advertising opportunities, such as website and app features, interactive digital experiences, or expanded in-store touchpoints. Connect inventory to demand: Integrate the organized inventory with platforms, allowing advertisers to access it easily. This often involves using supply-side platforms (SSPs) and demand-side platforms (DSPs). Continuing with our example, the CPG brand can work with its DSP or SSP partners and easily access your ad inventory, and effectively target the young professional and young parent audience segments. Stage 3: Scale inventory for retail media growth As RMNs progress to the final stage of their success journey, they may face the challenge of limited inventory within their owned and operated (O&O) channels. To meet marketers' expansive reach requirements and to continue to drive growth and profitability for their organizations, RMNs must expand their inventory beyond O&O. Steps to scale inventory: Utilize data collaboration tools: Clean rooms allow secure merging and enrichment of data from various sources, creating richer audience profiles while maintaining privacy. Resolve identity and enhance addressability: Identity graphs help resolve known customer identifiers (e.g. emails) into addressable IDs (e.g. mobile IDs and connected TV IDs), which can be used to reach customers across all the platforms they consume media. Expand audience reach: Onboarders, like Experian, help extend data and audiences to programmatic destinations beyond a retailer's O&O inventory. By mapping audiences to digital identifiers maintained by identity partners, RMNs can significantly widen their reach, meeting advertisers' needs for engaging with broader and more diverse audience segments. The CPG brand can now reach young professionals and young parents on the retailer’s platform and in all the other places where they consume media, like watching their favorite shows on connected TV (CTV) or browsing the web on their phones. Measurement across stages for retail media growth Measurement is crucial and must be conducted during and after a campaign to understand and validate performance. Here are two types of measurement to consider: Cross-device campaign measurement: Measure performance by connecting an ad exposure in one environment (e.g. CTV) to an action in another (e.g. mobile purchase). This holistic, cross-device approach requires a partner for identity resolution as it will ensure that the impact of a campaign is fully understood. Aggregate performance analysis: Understand performance in aggregate across several campaign studies. Receive independent third-party measurement validation that you can promote to advertisers to drive increased spend. For our CPG brand, these measurement reports ensure that they can track the performance of their campaigns from the initial exposure on a CTV to the final purchase made on a mobile device, providing comprehensive insights and validation of their advertising strategy. The retailer can aggregate these studies and promote their network’s effectiveness to prospective advertisers. Accelerate retail media growth with strategic partnerships The journey through the stages of RMN success is riddled with deep technical challenges that are often beyond the institutional capabilities of non-media businesses. The intricacies of data management, audience insights, identity resolution, precise cross-device targeting, and measurement require specialized expertise and technologies that may not be readily available in-house. RMNs stand to benefit from forging strategic partnerships with companies that possess not only the necessary technological tools but also a profound understanding of the media landscape. The steps outlined here will accelerate your growth and ensure you capitalize on the opportunity in front of you. Connect with a member of our team to learn how we can support your journey toward RMN success. Contact us to enhance your retail media strategies Latest posts
Get ready for Cannes Lions 2024—the advertising industry is buzzing with excitement. This year's event promises to be a center of innovation, ideas, and networking. Here are five themes we expect will take center stage in conversations and how Experian can help marketers be prepared for what’s ahead. Cookie deprecation and signal loss At Cannes Lions 2024, the theme of transitioning to a cookieless advertising ecosystem is likely to dominate discussions. The saga of cookie deprecation continues to unfold, with Google recently pushing back the demise of third-party cookies once again. Experian remains fully committed to prioritizing continued testing of different industry solutions, including the Google Privacy Sandbox, to help customers prepare for a future without cookies. We've identified six viable alternatives to third-party cookies, how these alternatives fall short, and how Experian can help you navigate these alternatives. With Experian, the loss of cookies does not equate to a loss of coverage. With our strong roots in offline data and significant investments in our Graph, Experian ensures uninterrupted and effective marketing with robust signal coverage, with or without cookies. Based on early tests, we expect our Graph to maintain 97% of its household coverage. Read how MiQ, a leader in the cookieless era, strengthened its Identity Spine with the integration of Experian’s cross-device Graph here. Commerce The theme of commerce is poised to be a central topic of discussion at Cannes Lions 2024, reflecting the emergence and growth of retail media networks (RMNs). Evolving customer expectations are a key driver, with consumers demanding seamless and personalized experiences across all touchpoints of their shopping journey. The importance of bridging physical and digital experiences to create a cohesive customer journey will undoubtedly feature prominently in discussions at Cannes. Experian's Consumer Sync offerings facilitate seamless integration between online and in-person interactions, fostering a cohesive approach to engaging audiences across various platforms while measuring campaign effectiveness. As we heard at Shoptalk 2024, the evolution of retail media is propelling us into a new era of advertising and first-party data monetization. The integration of e-commerce with advertising presents an exciting opportunity for brands to drive direct sales through ads displayed within retail platforms, blurring the lines between marketing and commerce. Our Consumer View solutions provide access to over 5,000 demographic and behavioral data points, enriching your customer profiles for deeper insights. By combining first-party data with Experian's industry-leading data sets, you can create bespoke audience segments that drive increased return on investment (ROI), going beyond conventional category-based targeting strategies. Looking ahead, the future outlook for RMNs remains promising, with anticipated growth and expansion as brands increasingly recognize the value of reaching consumers precisely at the point of purchase. Connected TV At Cannes Lions 2024, we anticipate discussions to focus on how connected TV (CTV) can continue to live up to its promise. CTV is the most rapidly expanding advertising channel in the U.S and 95% of advertisers plan to increase their share of spend on programmatic CTV in 2024, according to The Trade Desk's latest CTV report. The growing adoption of CTV among viewers, driven by factors like quality content, reduced ad interruptions, and cost-saving alternatives to traditional cable, signals a shift in consumer behavior that marketers cannot afford to overlook. Experian supports the growth of advertising interest in CTV through our signal-agnostic Graph that connects CTV IDs, universal IDs like Unified I.D. 2.0 (UID2), IPs, and mobile ad IDs (MAIDs) for effective activation. Our digital identity resolution with Activity Feed provides insights into CTV viewership behavior, linking CTV exposure to e-commerce conversions. CTV also enables greater collaboration, and we've recently announced new partnerships with CTV industry leaders Microsoft, Samsung, Attain, Sonobi, and EDO. Consumer privacy Consumers are increasingly aware of privacy concerns surrounding their data and numerous laws are going into effect across the U.S. at the state level. Most recently, there has been momentum on a federal data privacy law. We expect consumer privacy to be a significant topic of discussion at Cannes Lions 2024, reflecting the growing importance of ethical data practices in advertising. In a recent Q&A with Datavant, Jeremy Meade, VP of Marketing Data & Product Operations at Experian, highlights the importance of balancing data privacy and utility, focusing on "data for good" practices while using de-identification techniques to support research without compromising consumer privacy. Our Geo-Indexed audiences are an example of how Experian can help you reach your audience while balancing data privacy and accuracy. Our Geo-Indexed audiences combine location data with audience insights to deliver targeted marketing solutions. These audiences are created without the use of sensitive personal information, so you can confidently reach your target audience without sacrificing data privacy. With deep roots in data protection and security, you can confidently partner with Experian as we proactively stay ahead of regulations and strictly follow all consumer privacy laws. Campaigns and competition The theme of campaigns and competition is poised to be an important discussion point, driven by the convergence of major global events like the U.S. presidential election and this summer’s games—both occurring once every four years. These landmark occasions present opportunities for marketers to craft targeted campaigns that resonate with specific audience segments. As we approach the 2024 election season, the advertising landscape is primed for growth, with political ad spending projected to exceed $10 billion. Effective audience targeting during this crucial period can sway voters, shape public opinion, and influence election outcomes. Experian's 240+ politically relevant syndicated audiences, including our 10 political personas, enable a nuanced understanding of voter viewpoints and empower tailored engagement strategies to connect more effectively with constituents. At the same time, this summer’s games in Paris offer a unique opportunity for sports marketing. With one billion viewers expected to tune in, the global spectacle presents a platform to engage with passionate sports audiences worldwide. Using Experian's syndicated audiences, marketers can precisely target sporting goods shoppers, avid fans, athletes, and spectators alike. The combination of these major events emphasizes the need for careful planning and data-driven strategies and marketers should take advantage of the excitement surrounding both events. Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Contact us Latest posts