Originally appeared in AdExchanger
Navigating the world of data and identity partners feels like scrolling through a dating app: a sea of options, but only a select few worth swiping right. To find your perfect match, look for a partner who ticks all the right boxes. Here’s your guide to finding your perfect match.
1. Identity resolution: It all starts with a strong foundation
Great identity resolution depends on a rock-solid foundation. The best partners rely on offline data—like names, addresses, and emails—that rarely change, ensuring a consistent view of households, individuals, and their devices over time. You want someone who gives you the same understanding of your audience across every stage of a campaign.
2. In search of: A well-rounded, reliable identity partner
When evaluating identity graphs, it’s essential to distinguish between digital-only graphs, offline graphs, and those rare gems who combine both. Digital graphs rely on digital identifiers, while offline graphs are grounded in persistent identifiers like name, address, and phone number. A partner who offers both creates a more complete and reliable view of consumers across channels, resulting in more effective targeting and measurement.
3. Match rates are like dating profiles—don’t be fooled by the numbers
Match rates can look impressive, but they’re often misleading. They can also vary widely depending on the methodology and the IDs being tested. Some providers inflate match rates by limiting the scope of comparison or tweaking their standards. The real indicators of quality are the depth of the data, the quality of matches, and how often the graph is refreshed. Ideally, your partner updates their graph weekly or monthly. The inclusion of inactive IDs may inflate the perceived scale without reflecting the true addressable audience. It’s like having a profile photo from ten years ago–a major no-no.
4. Authentic origins: Is their data genuine or just a catfish?
Look into your partner’s data sources and place a premium on those with public records or direct to consumer relationships. Ask if they have the experience and expertise when it comes to all aspects of data processing from accuracy to privacy and security. Look for some clear third-party indicators for accuracy, like ratings from Truthset, but there is also a basic reality: either your partner is focused on privacy and accuracy, or they are just playing the scale game. Swipe left on those playing games.
5. The breadth to impress
Depth matters as much as quality. Seek a partner with wide-ranging attributes that span key audience categories like demographics, interests, and purchase behavior. They should offer the flexibility to deliver both granular data scores and broad audience segments, empowering you to reach the right consumers across channels effectively.
6. The total package: Does your partner really have it all?
A true, lifelong partner connects the dots seamlessly, offering a blend of data and identity that link households to devices while layering in rich marketing insights. This approach helps advertisers better understand their customers, reach the right audiences across channels, and measure the impact of their campaigns. The right partner is well-connected and ensures that all the pieces—identity, data, and activation—work in harmony.
7. Future-proof charm: Will they ghost you when cookies crumble?
With the Identifier for Advertisers (IDFAs) gone, cookies on the wane, and IP addresses under scrutiny, a partner’s ability to adapt is critical. The most future-proofed solutions are based on offline identifiers like names and addresses, which are user provided and consented data points–making them more resistant to privacy changes. Additionally, look for partners who have made the necessary investments and are prepared to support the new wave of addressable IDs emerging as alternatives to traditional signals.
8. Privacy savvy: Do they respect boundaries?
As privacy laws evolve, you need a partner with a strong history in privacy compliance and proactive leadership in navigating new regulations. Strong and transparent privacy policies and participation in privacy organizations are a good indicator of trustworthiness, especially as new rules emerge across different states. Look for a partner who takes data privacy as seriously as you do and gives you peace of mind when handling sensitive information.
9. Seamless connectivity: Do they play well with others?
Data is only as useful as it is actionable. Connectivity across platforms is essential, so choose a partner with seamless integrations into the major platforms you rely on for advertising. This ensures your data quality and identity resolution remain intact throughout your campaigns, avoiding loss from multiple handoffs.
10. Killer customer service: Are they in it for the long haul?
A great partner collaborates to solve challenges, not just to sell or upsell. Long-standing partnerships and testimonials about strong customer service are key indicators of reliability. Choose a partner who educates and guides you through technical and strategic challenges, fostering an environment where problem-solving and innovation thrive.
Keep your standards high
Only a handful of companies can meet these rigorous criteria, and you should refuse to settle for a partner that lacks any of these key dimensions. Successfully navigating signal loss, privacy compliance, and seamless omnichannel integration requires extensive resources, robust infrastructure, and years of expertise.
So, swipe right on a partner who can handle the complexities of modern marketing and deliver consistent, scalable successful marketing outcomes. Could we be your perfect match?
Find out if it’s a match today
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Commerce media networks have had a strong start. Growth has been fast, demand has been strong, and brands have made it clear they want closer access to commerce-driven audiences. But as more networks mature and enter the space, many are starting to feel the same pressure point: scale. Most commerce media networks were built as managed service businesses. That model works well early on. High-touch, white-glove partnerships make sense when you’re working with a handful of strategic brands. But there’s a ceiling. There are only so many teams, only so much inventory, and only so many advertisers that model can realistically support. It’s one thing for a large retailer to build custom programs for a P&G. It’s another to do that at scale for hundreds or thousands of brands. At some point, growth slows, not because demand disappears, but because the model can’t stretch any further. The scale problem no one likes to talk about That’s where many commerce media leaders find themselves today. Pausing to assess what comes next. For a long time, growth has been measured almost entirely through media dollars. That mindset is understandable. Media is familiar, it's easy to quantify. It shows up clearly in negotiations and revenue reports. But viewing commerce media networks purely as media sales engines creates long-term risk. It can strain brand relationships, limit innovation, and distract from what commerce media networks actually do better than almost anyone else: understand consumers deeply. Signals are the real asset Commerce platforms sit close to decision-making. They see what people search for, what they consider, what they buy, and when those behaviors change. Those signals are incredibly powerful. And yet, most networks only activate them inside their own walled environments. That’s a missed opportunity. Curation represents the next area of growth for commerce media networks, and it doesn’t require replacing or diminishing existing media revenue. In fact, it complements it. No single commerce media network has all the data needed to give advertisers the scale and reach they're looking for. And no advertiser wants to recreate the same audience in dozens of disconnected platforms. That friction creates inefficiency and slows decision-making. Why collaboration supports sustainable growth The opportunity is to look beyond first-party data alone and start thinking about collaboration. Second-party data. Data partnerships. Signal sharing done responsibly and transparently. Imagine an advertiser defining an audience once and being able to understand and reach that audience across multiple commerce environments. Not through a series of disconnected buys, but through a more consistent approach built on shared understanding leading to increased reach and more impactful campaigns. That’s easier for advertisers to manage, and it creates an additional revenue stream for commerce media networks that complements media sales rather than competing with them. Curation strengthens media, it doesn't replace it Media will always play an important role. There is clear value in custom experiences tied directly to a commerce environment. Think buyouts, sponsored experiences, custom creative integrations. Those are situations where brands want to work closely with the network itself. But the signals commerce media networks hold don’t need to be limited to those moments. Those signals can be monetized independently through data products, co-ops, and partnerships that extend their value into other channels. That’s how curation adds value without undercutting existing revenue. A practical path forward for commerce media leaders For commerce media leaders thinking about their next phase of growth, the focus should be on sustainability. Building a massive media operation takes time and investment. Data-driven revenue streams can be introduced more quickly, require fewer internal resources, and provide steadier margins. It’s a practical approach. Use signal-based revenue to fund growth. Let that revenue support investment in tooling, talent, and media innovation over time. Bootstrapping, in the truest sense. Why transparency matters early There’s also a broader responsibility here. In many advertising channels, transparency followed growth, often after pressure from the market. Commerce media networks have an opportunity to do this differently. To lead with transparency from the start. To be clear with brands and consumers about how data is used, how signals are created, and how value flows through the ecosystem. Because the reality is this: commerce media networks are holding some of the most valuable intent signals in the market today. But those signals don’t retain their value in isolation. If they aren’t enhanced, combined, and made accessible in the right ways, someone else will step in to do it. And when that happens, control shifts away from the source. The bottom line The next chapter of commerce media isn’t just about selling more media alone. It’s about recognizing the value of the signals already in hand, working together to make them more useful, and building additional revenue streams that support long-term growth. That’s how commerce media networks grow without eating their own lunch. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. Latest posts