Brands have spent years strengthening identity. That was the right move. A stronger identity foundation gives marketers a better chance to understand people, shape audiences, and connect media to outcomes.
Yet I see many teams hit the same wall after that work is done. Performance breaks at activation.
I think of it as the activation gap. It’s the distance between knowing who you want to reach and being able to act on that intelligence across channels in a privacy-safe, measurable way. For many brands, identity is stronger than it was a few years ago. The challenge now is carrying that signal cleanly from data into execution, and from execution into outcomes.
Identity was the first step
For a long stretch, the industry was focused on rebuilding identity. That made sense. Marketers needed a more durable foundation for audience strategy, activation, and measurement.
Now the market is in a different phase. First-party data can’t stop at organization in a CRM, it has to be usable in market as an addressable audience that can move across digital, TV, social, and commerce environments.
That shift sounds straightforward. In practice, this is where the process starts to break down.
A pharma brand may already have patient or consumer records, onboarding capability, and audience segmentation. It may be able to launch awareness messaging in a few channels. The harder part is turning that foundation into a connected strategy it can carry into market from start to finish.
That has direct implications for growth. When signal degrades between planning and execution, media becomes less efficient, optimization slows down, and it gets harder to connect audience decisions to business results.
The gap is operational
Closing the gap starts with making identity usable in market, not just accurate on paper.
A pharma marketing team may know which audiences it needs to reach, have a view of likely demand, and know which channels are in play. None of that creates value if the path from audience creation to activation is disconnected.
Modern marketing should be judged by connected execution. Data has to move cleanly into activation. Activation has to stay close enough to measurement so teams can unify cross-channel exposure, build a clearer view of consumer behavior, and connect campaign exposure back to outcomes with more accuracy in near real-time.
That’s the part many organizations are still working through. They’ve invested in the foundation. The system above it still feels too fragmented to carry signal from start to finish.
Complex markets raise the stakes
This pressure is even more visible in regulated categories.
In health and finance, brands need more than audience access. They need privacy-safe activation, strong governance, and outcome visibility that can stand up to scrutiny. They need a way to carry audience intelligence across environments without losing control of how that signal is used.
In these categories, weak connections between identity, activation, and outcomes create hesitation, and hesitation is expensive.
What closing the gap looks like
Closing the gap starts with a fuller view of the consumer across channels.
Most brands already have valuable first-party data. The challenge is whether they have enough insight to make it activation-ready.
When identity, activation, and measurement work more closely together, brands can understand not just who the consumer is, but how that person tends to engage and convert across channels. A consumer may be more likely to engage through streaming TV or digital video, then convert later online or in person. Those insights help brands build a more tailored outreach strategy by device and channel, shaping where they show up, how they sequence messages, and where they place the strongest conversion opportunity.
Remove duplication across channels and ecosystems
Look for an identity provider that supports accurate and scalable onboarding and resolution across environments, and that shows how identity graph distribution aligns to industry standards at the household and person level. In a multi-device world, that foundation also needs to support high-confidence deduplication to the person and household, especially in connected TV (CTV) and TV environments where devices are often shared and both activation and measurement depend on understanding those relationships.
Find the best path to your audience
Then make sure those insights can move into activation, supported by curation that helps brands find a more efficient path to reach those audiences, and connected measurement that can tie exposure back to outcomes.
My view
I’ve spent enough time around growth teams to know that the market rarely rewards brands for having the best data story in a conference room. It rewards the brands that can turn audience intelligence into action in market and see clearly what that action produced.
That’s why I think the next separation point is activation. The teams that stand out will be the ones that can take signal from strategy into execution without losing fidelity, then connect that execution back to outcomes quickly enough to make better decisions while it still matters.
That changes how I would evaluate a marketing operation. I would look less at how much data a brand has collected and more at whether that data can travel.
Identity still matters. The difference now is that identity alone will not create growth. Growth comes from carrying signal all the way through activation and into outcomes, with enough clarity to know what’s working and enough confidence to act on it.
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.
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We spoke with industry leaders from Ampersand, Basis Technologies, Captify, Cuebiq, CvE, Fetch, Madhive, MiQ, and Samsung to gather insights on how innovations in data and identity are creating stronger consumer connections. Here are five key insights to consider. 1. Build on trust with first-party data Stricter privacy regulations and growing customer expectations mean businesses must rethink how they gather and use data. A robust first-party data strategy centers on gathering high-quality data, such as behavioral and transactional data. By using behavioral, lifestyle, and purchasing data, brands can craft personalized strategies that align with their goals. This approach balances effective targeting with building trust and complying with privacy rules. Integrating identity solutions like Unified I.D. 2.0 (UID2) and ID5 into existing data strategies improves interoperability across platforms while keeping user privacy intact. These tools help create more effective campaigns. “We’ve been preparing and leaning into educating our clients around the value of first-party data. These are very important and primary considerations in any of our campaigns.”April Weeks, Basis Technologies 2. Align metrics with business goals To demonstrate clear value, campaigns need to tie their outcomes to broader goals. Relying only on click-through rates or CPMs won’t cut it. Metrics that measure meaningful results, like driving sales or increasing customer retention, provide greater transparency than surface level data, like clicks or impressions. A continuous feedback loop between targeting and measurement ensures campaigns can be refined to better align with business objectives. This feedback helps marketers understand who they are targeting and how those audiences are driving key business results. Shifting focus to metrics that resonate with stakeholders ensures that marketing efforts are evaluated based on their true contribution to the company’s objectives. “The television industry has access to more data than ever before, and at Samsung Ads, our ACR technology helps us provide valuable insights about what content and ads are being viewed. This abundance of data enables us to support clients in aligning their campaigns with business objectives effectively.”Justin Evans, Samsung Ads 3. Personalize experiences to boost engagement Personalization drives stronger customer relationships by delivering tailored experiences to individual customer needs. Using data-driven insights to fine-tune offers and messaging makes interactions more relevant, strengthening brand loyalty. Combining behavioral, lifestyle, and transactional data provides a comprehensive understanding of the customer journey and ensures each touchpoint feels personal. Testing and iterating on personalization strategies also helps identify which data and approaches yield the best results. Scaling these efforts means customers receive the right messaging at the right time, and businesses see better outcomes. “Every business should be building a data strategy that thinks about the different versions of data that exist and how they bring that together. They don’t necessarily need to own all of it but have a clear rationale and strategy about where you’re using which data sets.”Paul Frampton, CvE 4. Utilize advanced measurement tools for smarter decisions Improving the effectiveness of campaigns starts with using sophisticated measurement tools to gain actionable insights. Using analytics like brand lift studies, foot traffic analysis, app download tracking, incrementality, and share of search allows marketers to understand the full impact of their efforts. With these resources, teams can pinpoint what’s working, make real-time adjustments, and refine their approach. This adaptability ensures budgets are used as effectively as possible. Learn how Swiss Sense measured marketing outcomes using Mosaic® “We are playing a leading role in democratizing new tools for local advertisers. By mimicking the marketing funnel mentality, we’ve introduced solutions ranging from measuring brand lift to tracking foot traffic and app downloads.”Luc Dumont, Madhive 5. Adapt quickly to stay competitive The only constant in advertising is change. Adapting quickly to new technologies and consumer behaviors keeps businesses competitive. A culture of agility fosters innovation, making it easier to respond to industry shifts and discover new opportunities. Companies that anticipate change and invest in modern data solutions position themselves for long-term growth. Whether it’s adjusting to privacy updates, exploring emerging tech, or staying flexible, businesses must continuously invest in adapting their platforms and strategies. “Falling behind is not really an option. There’s always a change in advertising and in data where there’s a new horizon. The people who stay close to that and innovate will always follow it.”Amelia Waddington, Captify Shaping the future Building meaningful consumer connections requires advertisers to combine robust data strategies with flexibility and innovation. By focusing on these five considerations, marketers can adapt to today’s challenges while preparing for what’s ahead. Connect with our experts Latest posts
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