Originally appeared on MarTech Series
Marketing’s understanding of identity has evolved rapidly over the past decade, much like the shifting media landscape itself. From the early days of basic direct mail targeting to today’s complex omnichannel environment, identity has become both more powerful and more fragmented. Each era has brought new tools, challenges, and opportunities, shaping how brands interact with their customers.
We’ve moved from traditional media like mail, newspapers, and linear/network TV, to cable TV, the internet, mobile devices, and apps. Now, multiple streaming platforms dominate, creating a far more complex media landscape. As a result, understanding the customer journey and reaching consumers across these various touchpoints has become increasingly difficult. Managing frequency and ensuring effective communication across channels is now more challenging than ever.
This development has led to a fragmented view of the consumer, making it harder for marketers to ensure that they are reaching the right audience at the right time while also avoiding oversaturation. Marketers must now navigate a fragmented customer journey across multiple channels, each with its own identity signals, to stitch together a cohesive view of the customer.
Let’s break down this evolution, era by era, to understand how identity has progressed—and where it’s headed.
2010-2015: The rise of digital identity – Cookies and MAIDs
Between 2010 and 2015, the digital era fundamentally changed how marketers approached identity. Mobile usage surged during this time, and programmatic advertising emerged as the dominant method for reaching consumers across the internet.
The introduction of cookies and mobile advertising IDs (MAIDs) became the foundation for tracking users across the web and mobile apps. With these identifiers, marketers gained new capabilities to deliver targeted, personalized messages and drive efficiency through programmatic advertising.
This era gave birth to powerful tools for targeting. Marketers could now follow users’ digital footprints, regardless of whether they were browsing on desktop or mobile. This leap in precision allowed brands to optimize spend and performance at scale, but it came with its limitations. Identity was still tied to specific browsers or devices, leaving gaps when users switched platforms. The fragmentation across different devices and the reliance on cookies and MAIDs meant that a seamless, unified view of the customer was still out of reach.
2015-2020: The age of walled gardens
From 2015 to 2020, the identity landscape grew more complex with the rise of walled gardens. Platforms like Facebook, Google, and Amazon created closed ecosystems of first-party data, offering rich, self-declared insights about consumers. These platforms built massive advertising businesses on the strength of their user data, giving marketers unprecedented targeting precision within their environments.
However, the rise of walled gardens also marked the start of new challenges. While these platforms provided detailed identity solutions within their walls, they didn’t communicate with one another. Marketers could target users with pinpoint accuracy inside Facebook or Google, but they couldn’t connect those identities across different ecosystems. This siloed approach to identity left marketers with an incomplete picture of the customer journey, and brands struggled to piece together a cohesive understanding of their audience across platforms.
The promise of detailed targeting was tempered by the fragmentation of the landscape. Marketers were dealing with disparate identity solutions, making it difficult to track users as they moved between these closed environments and the open web.
2020-2025: The multi-ID landscape – CTV, retail media, signal loss, and privacy
By 2020, the identity landscape had splintered further, with the rise of connected TV (CTV) and retail media adding even more complexity to the mix. Consumers now engaged with brands across an increasing number of channels—CTV, mobile, desktop, and even in-store—and each of these channels had its own identifiers and systems for tracking.
Simultaneously, privacy regulations are tightening the rules around data collection and usage. This, coupled with the planned deprecation of third-party cookies and MAIDs has thrown marketers into a state of flux. The tools they had relied on for years were disappearing, and new solutions had yet to fully emerge. The multi-ID landscape was born, where brands had to navigate multiple identity systems across different platforms, devices, and environments.
Retail media networks became another significant player in the identity game. As large retailers like Amazon and Walmart built their own advertising ecosystems, they added yet another layer of first-party data to the mix. While these platforms offer robust insights into consumer behavior, they also operate within their own walled gardens, further fragmenting the identity landscape.
With cookies and MAIDs being phased out, the industry began to experiment with alternatives like first-party data, contextual targeting, and new universal identity solutions. The challenge and opportunity for marketers lies in unifying these fragmented identity signals to create a consistent and actionable view of the customer.
2025: The omnichannel imperative
Looking ahead to 2025 and beyond, the identity landscape will continue to evolve, but the focus remains the same: activating and measuring across an increasingly fragmented and complex media environment. Consumers now expect seamless, personalized experiences across every channel—from CTV to digital to mobile—and marketers need to keep up.
The future of identity lies in interoperability, scale, and availability. Marketers need solutions that can connect the dots across different platforms and devices, allowing them to follow their customers through every stage of the journey. Identity must be actionable in real-time, allowing for personalization and relevance across every touchpoint, so that media can be measurable and attributable.
Brands that succeed in 2025 and beyond will be those that invest in scalable, omnichannel identity solutions. They’ll need to embrace privacy-friendly approaches like first-party data, while also ensuring their systems can adapt to an ever-changing landscape.
Adapting to the future of identity
The evolution of identity has been marked by increasing complexity, but also by growing opportunity. As marketers adapt to a world without third-party cookies and MAIDs, the need for unified identity solutions has never been more urgent. Brands that can navigate the multi-ID landscape will unlock new levels of efficiency and personalization, while those that fail to adapt risk falling behind.
The path forward is clear: invest in identity solutions that bridge the gaps between devices, platforms, and channels, providing a full view of the customer. The future of marketing belongs to those who can manage identity in a fragmented world—and those who can’t will struggle to stay relevant.
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Delivering personalized customer experiences is essential, with 81% of customers preferring a personalized approach to their relationships with brands. However, 80% of consumers are concerned about how their data is used, presenting businesses with the challenge of balancing data collection and privacy with personalization. Despite consumer appetite for personalization, many organizations lack the data to make data-driven decisions: 68% of businesses don't understand how their customers think, and 82% don't confidently know their customers' pain points. Without this critical data, businesses cannot effectively create personalized consumer connections. Experian offers businesses robust and unique data through our Marketing Attributes to empower businesses with the insights required to derive accurate insights into consumers and drive personalized experiences. 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Transform insights into loyalty with Experian’s Marketing Attributes Experian's Marketing Attributes enable businesses to gain valuable insight into their prospects and customers. Through this deeper understanding, they can deliver personalized experiences while successfully navigating the complexities of data acquisition and privacy. This helpful information allows brands to make strategic, informed decisions that enhance their marketing efforts. Ultimately, these insights foster more substantial, meaningful connections between businesses and their customers, leading to enhanced customer satisfaction. Get started today Latest posts
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Linear TV advertising — also known as traditional or broadcast TV advertising — refers to scheduled ad programming broadcasted over traditional channels. While it doesn’t dominate the spotlight as it used to, it’s still a significant force in advertising today because of its vast potential to reach broad audiences and create memorable moments through high-profile events. Broadcast and cable TV, both forms of linear TV, still account for around 24% and 26% of U.S. TV viewership, respectively. As marketers look for ways to combine traditional and digital strategies, knowing how linear TV still fits into the mix can create value for brands and provide new opportunities for broader reach and engagement. This article explores the relevance and benefits of linear TV and how traditional broadcast television can complement digital platforms alongside changing viewing preferences. 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Targeting: Advertisers can only target broad demographics (age, gender, location) but not specific interests or behaviors. Ad format: Ad formats typically take the form of non-interactive ads, usually 15-, 30-, or 60-second spots shown during commercial breaks. Viewer engagement: Viewing is passive, as ads are shown at fixed times and cannot be skipped. OTT OTT refers to streaming services that bypass traditional cable or satellite to deliver content through the internet on platforms like Netflix, Hulu, and Peacock. Content is available on-demand and accessible on devices like laptops, tablets, smart TVs, and smartphones. OTT is flexible, so viewers can watch what they want when they want. Targeting: OTT offers precise targeting using interest, viewing behavior, and location data to personalize ads. Ad formats: Formats can include pre-roll, mid-roll, sponsored content, and sometimes interactive ads to drive engagement. Viewer engagement: Viewers can control their experience with the ability to pause, skip, or replay content depending on the platform’s features. CTV CTV refers specifically to televisions connected to the internet through built-in smart features or external devices like Apple TV, Amazon Fire TV, or Roku. CTV is a delivery mechanism for streaming OTT content to the TV screen, making it like an intersection between traditional TV and digital streaming. Targeting: Similar to OTT, CTV allows precise targeting based on viewer data such as preferences, behaviors, and geographic location. Ad formats: Includes pre-roll, mid-roll, post-roll, and, in some cases, interactive ad features like clickable banners or in-ad actions. Viewer engagement: Engagement levels are higher than linear TV, as viewers are often more active participants who can pause or interact with ads. A brief comparison: Linear TV, OTT, and CTV The main differences between OTT and CTV are in their delivery and access. OTT refers to the streaming services providing content, regardless of the device, while CTV refers to the internet-enabled TV screens through which OTT content is consumed. They’re complementary, with OTT defining the content and CTV shaping the viewing experience on the largest screen in the house. Each TV platform has its own strengths. Linear TV is great for reaching a broad audience with memorable ads, while OTT and CTV offer more precise targeting and greater viewer engagement. Advertisers should consider using a mix of these platforms, taking advantage of each one’s benefits to create a well-rounded advertising strategy. Benefits of linear TV in the modern advertising landscape While consumer behavior has shifted toward digital content consumption, the sheer scale and influence of pre-scheduled, real-time broadcast TV advertising makes it a powerful tool for brand advertising within a broad media strategy. When integrated with digital strategies, linear TV can widen your reach, foster brand safety, and boost viewer engagement, to name a few benefits. Mass reach and brand visibility Broadcast TV advertising has a massive reach, especially during live events and news broadcasts. It delivers content to large, diverse audiences at once — something digital platforms, with often fragmented and niche targeting, cannot achieve on the same scale. To put things in perspective, there are nearly as many linear TV viewers today (228 million) as social media users (236 million), according to eMarketer. This helps marketers earn brand visibility and recognition across broad demographics and make an impact on their target audience. Advertisers can also use linear TV to reach multiple individuals in a single household, making it an efficient way to run household-focused marketing campaigns. Linear TV advertising increases the likelihood that a diverse audience residing in one household will see your content. Brand safety and controlled environment One of linear TV's most important advantages is its controlled, brand-safe environment. Unlike digital platforms, where ads can appear alongside user-generated content or in unpredictable and sometimes risky settings, linear TV offers a more curated environment. Advertisers can be confident their message will be delivered in a professionally regulated context so viewers develop a positive, reliable brand association. Diversify your marketing mix Some demographics are underserved by digital channels and are more likely to see ads on linear TV than on an internet-connected device. Top U.S. advertisers obtain more impressions among adults over 55 using linear TV ads, with Baby Boomers spending an average of 5 hours and 46 minutes daily on linear TV. This highlights why it’s so critical to diversify your marketing mix with various channels that help you tap into audiences your competitors may not be. Preferred hosting for major events Digital platforms are hosting more live events every year, but linear TV is still the most successful and reliable medium for major events like elections, breaking news, award shows, primetime TV, and the Super Bowl. In fact, linear TV dominated the 2024 U.S. Presidential election, with major networks achieving off-the-chart ratings and more than 42 million cable viewers nationwide. Guaranteed ad exposure While many digital platforms allow viewers to skip ads, linear TV ads have stayed unskippable and ensured viewers receive full exposure to marketing content. With traditional TV ads reaching as long as 60 seconds, this guaranteed viewership is a chance you can’t miss to capture your audience's attention. Viewer engagement and ad recall Paired with CTV, linear TV is exceptionally good at engaging viewers and facilitating strong recall with high-quality content. A recent study by Brightline found that, even in 2024, linear TV maintains the highest ad attention with an attention rate of 54.5%, surpassed only by premium CTV with a 56.1% attention rate. When viewers are highly engaged with TV programming, they’re also more likely to remember the aired ads, which boosts ad effectiveness and sales potential. According to a Comcast Advertising study, long-form TV and streaming ads are also twice as memorable as short-form mobile digital ads. This study revealed that TV ads garnered more visual attention than digital mobile ads, as participants watched 71% of the TV ads compared to the 30% they watched on mobile. Ads viewed in the TV environment even resulted in 2.2x higher unaided recall and 1.3x greater purchase intent than mobile digital ads. Traditional TV advertising, combined with digital, creates a full-screen, lean-back viewing experience that makes lasting impressions and elevates consumer memory. Current trends in TV advertising While it's true that linear TV is facing a viewership decline as audiences shift to digital platforms, it’s not disappearing entirely. Advertisers are finding new ways to innovate within the confines of linear TV and using advancements in targeting, content delivery, and OTT platform integrations. Free ad-supported television services (FAST) For one, linear TV is finding a new lease on life through FAST services; FAST channels bridge the gap between traditional linear TV and contemporary streaming preferences to reshape how audiences engage with ad-supported content. The main appeal of FAST is its ability to deliver curated, genre-specific programming combined with on-demand options. Roughly 70% of streaming users know about FAST and have used it within the last three months. Unlike traditional video-on-demand (VOD) platforms focused on high-profile originals and on-demand access, FAST channels bring back the structured, live grid format that mimics classic TV viewing experiences. Services like Pluto TV, Tubi, and the Roku Channel have captured significant audience share by blending nostalgia with modern accessibility. These agile, scalable platforms help media companies quickly launch new channels, as they did with NBCUniversal’s recent addition of 48 channels on Freevee and Xumo Play. High-impact events Certain genres, like live sports and award shows, continue to dominate on linear TV, including: The Super Bowl Other major NFL games The NBA Finals The Olympics The Oscars The Grammy Awards The Emmy Awards These events attract massive audiences and are a prime spot for advertisers. However, even live sports are transitioning to OTT platforms like Netflix, Amazon, and Peacock. Platforms like Amazon Prime Video, Apple TV, and ESPN+ are starting to secure exclusive streaming rights for major sports events and changing viewership patterns, which creates fiercer competition for linear TV. On the flip side, marketers have new opportunities in OTT environments to enjoy the reach of traditional TV advertising with more precise targeting. Linear programmatic TV While linear TV faces growing competition from digital channels, it’s adapting to meet marketers’ needs through innovations like linear programmatic TV. This approach automates the buying and placement of ads on traditional TV so advertisers can apply data-driven insights for more precise targeting. Unlike traditional linear ad buys, which rely on fixed schedules and broad audience demographics, programmatic technology allows for greater efficiency, flexibility, and strategic alignment. Recent forecasts show linear programmatic TV growing steadily throughout 2025 and being a valuable transitional tool that combines linear TV’s reach with digital platforms’ personalization and measurability. Cloud TV Cloud TV modernizes the traditional TV advertising experience by combining its established infrastructure with the best features of digital streaming and OTT. Companies like Vodafone and Viacom18 are transforming linear TV into a more flexible and scalable cloud-based service that delivers linear content alongside streaming options. Users can now conveniently access live TV and on-demand content from one interface. Currently, platforms like YouTube TV and Hulu + Live TV blend linear broadcasts with OTT streaming in the cloud so that viewers can watch traditional TV channels and access on-demand shows all in one place. This means advertisers can deliver targeted, personalized messages to the right audiences without losing the large-scale reach of linear TV and engage people across live TV and digital content. Addressable TV and advanced targeting Linear TV has always been limited by broad targeting, showing the same ad to everyone, no matter who’s watching. Addressable TV changes the game, letting advertisers deliver different ads to specific households during the same program so brands can reach the right people with messages that matter to them. The key to making this work is authenticated audiences. These are viewers who log in to platforms with verified information, giving advertisers better insights into their interests, behaviors, and demographics. This level of audience data allows for smarter audience segmentation and more effective ads based on interests, demographics, and behaviors. With Experian’s addressable TV audiences and strategic partnerships, you can execute highly targeted and measurable TV campaigns. Using reliable first-party data and universal identifiers (like Unified I.D. 2.0), which link consumer profiles across devices and channels, we help brands reach the right viewers on traditional TV and CTV platforms and ensure the right person sees the right ad at the best time without overexposure. How to integrate linear TV with digital marketing strategies Integrating linear TV with digital marketing strategies starts with aligning campaigns with audience behaviors and preferences. Using data-driven insights, brands can ensure their TV efforts complement digital channels to create a unified, impactful experience. Experian simplifies this process with advanced identity resolution and audience insights. Our identity graph and syndicated audiences can help your brand: Link TV ad exposures to online engagement and create a seamless experience across platforms. Measure cross-channel performance and understand how linear TV contributes to digital outcomes. Use enriched audience data to tailor ads that resonate for relevance and consistency across TV and digital. We’re ready to help you maximize the effectiveness of your TV advertising campaigns. Ready to connect with Experian’s TV experts? Partner with a leader in data and identity to achieve the full potential of your television marketing. Our innovative tools and collaborations with top industry platforms provide exciting opportunities for you to reach and engage your ideal audience. Let us help you transform your strategies and maximize your marketing ROI with our advanced TV solutions. Talk to our TV experts Contact us Latest posts