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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Setting sail For hospitality and travel marketers, understanding which marketing efforts lead to actual bookings can be a tidal shift. Windstar Cruises—renowned for its intimate yachts and off-the-beaten-path itineraries—wanted data-driven visibility into how digital media placements translated into confirmed reservations. Windstar turned to the strategic media expertise of MMGY, a leading integrated marketing company dedicated to the travel, tourism, and hospitality industries and Experian's marketing data and identity solutions to bridge this gap. Together, they developed a closed-loop attribution system that directly tied digital campaigns to offline passenger bookings. The challenge: Blind spots in the booking journey Windstar Cruises had plenty of top-of-funnel metrics—impressions, clicks, website sessions, cruise quote requests—but struggled to connect these indicators to confirmed reservations. Without that link, it wasn't easy to pinpoint which audience segments were most valuable in their marketing campaigns or accurately measure return on ad spend (ROAS). Traditional attribution methods and limited booking system data painted an incomplete picture, leaving Windstar to wonder which media channels and audience strategies were truly driving revenue. MMGY and Experian: Bridging data gaps to power attribution Comprehensive pixel tag MMGY designed an online-offline measurement strategy and coordinated with Experian to deploy pixels across Windstar's digital media placements. These pixels captured valuable event-level data—ad exposures, clicks, site visits, and more—so that every interaction could be matched back to a future booking if it occurred. Identity resolution and data enrichment Using the Experian identity graph, Experian matched Windstar’s reservation data with its extensive consumer database. This approach provided a precise, individual-level view of how digital interactions translated into real-world sales. By combining pixel data (which identifies who viewed specific ads) with reservation data (which shows who ultimately made a booking), the solution delivered a comprehensive, end-to-end, multi-touch perspective on the customer journey. Advanced audience segmentation Utilizing MMGY’s powerful Terminal audience modeling platform—which integrates MMGY Travel Intelligence performance and intent data, Experian’s consumer intent data, and the client’s first-party data— MMGY in conjunction with Experian’s marketing analytics team developed custom audiences designed to drive incremental traveler growth. These audience segments identified travelers most likely to engage in the unique travel experiences Windstar offers. The insights revealed not only who these travelers are, but also where they consume media, how they make travel decisions, and what influences their purchasing behavior. This data guided the development of hyper-targeted media buys, ensuring Windstar’s messaging reached the right people on the right platforms at the right time—maximizing engagement and driving qualified leads. The results: Mapping spend to bookings By utilizing data connectivity and measurement, Windstar gained the insights needed to optimize every aspect of its marketing—audiences, media placements, channels, and more. This data-driven approach revealed which tactics were most effective and enabled Windstar to refine campaigns in real-time for maximum impact. 6,500+ bookings attributed to digital efforts: Over 6,500 bookings—valued at over $20 million—were tied to specific MMGY-managed placements, demonstrating which data-driven tactics led passengers to book. This level of attribution was only possible because we helped Windstar measure and connect the right data points. 13:1 ROAS: By investing $1.48 million in highly trackable, data-informed media, Windstar achieved an impressive 13:1 return on ad spend. Data connectivity gave Windstar the clarity needed to target the right audiences and channels—turning every $1 of spend into $13 of bookings. Actionable cost per booking benchmark: Armed with the ability to map ad spend to individual bookings, Windstar’s average cost per booking settled at $236. With insight into which audiences and placements performed best, Windstar adjusted its strategy in real-time, lowering acquisition costs across the board. High-value reservations: Attributed bookings were, on average, $500 higher in value than non-attributed bookings. By focusing on the right customer segments and messages—determined through precise measurement and segmentation—Windstar secured more bookings and maximized revenue per guest. Terminal Audiences outperformed: For Terminal-targeted segments, the ROAS soared to 28:1 with nearly half the cost per booking compared to non-Terminal audiences. This outcome illustrates how advanced data segmentation and connectivity deliver more profitable guests at lower acquisition costs—further proof that continuous optimization grounded in real data pays off. What this means for travel and hospitality Windstar's success story illuminates a bigger truth for the travel and hospitality industry: closing the attribution loop is no longer optional. In a fiercely competitive marketplace, brands need concrete proof that their marketing investments drive awareness and translates into real revenue. By marrying MMGY's travel-specific marketing acumen with Experian's marketing data and identity solutions, travel brands can: Invest with confidence: Marketing investment flows to the most effective channels and placements based on actual bookings, not superficial metrics. Refine strategies: Real-time attribution data creates a feedback loop marketers can use to iterate on messaging, creativity, and targeting for even stronger results. Capture higher-value guests: Pinpointing and appealing to likely travelers allows marketers to increase booking volume and total revenue per booking. Charting a course for data-driven success By seamlessly linking digital exposure to confirmed reservations, Experian and MMGY gave Windstar Cruises the compass they needed to navigate the complexities of digital marketing confidently. This new level of insight is empowering Windstar to double down on the campaigns, creatives, and segments that move the needle the most. For travel and hospitality brands worldwide, data-driven attribution goes beyond simply understanding what happened—it’s about shaping what comes next. When marketing decisions are guided by real customer journeys and precise ROI metrics, brands can make more innovative investments, foster stronger guest relationships, and chart a course toward sustainable growth. Ready to embark on your own data-driven journey? Contact us to learn how Experian and MMGY can help you create impactful, measurable marketing strategies. Contact us About MMGY MMGY is a leading integrated marketing company dedicated to the travel, tourism, and hospitality industries. With deep expertise spanning research, brand strategy, media planning, and creative execution, MMGY helps global travel brands forge meaningful connections with consumers. By utilizing data-driven insights, cutting-edge technology, and decades of experience, MMGY delivers strategic programs that capture attention and drive measurable results for its clients—ensuring that every marketing investment is tied to clear business outcomes. Latest posts
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. Linear TV vs. digital channels Even though linear TV has maintained impressive viewership, it’s impossible to ignore the growing influence of advanced TV platforms like OTT (over-the-top) streaming services and connected TV (CTV). These digital channels have changed how audiences consume content, complemented traditional linear TV, and created new marketing opportunities. Each offers unique advertising value, and knowing how linear and certain forms of advanced TV stack up can help advertisers make informed choices about where to focus their efforts. Linear TV Linear TV is regularly scheduled programming on networks like ABC or NBC. The name refers to its linear delivery of content on a set schedule, with all viewers tuning in at the same time. It's great for reaching large audiences during live events or prime-time shows but lacks the precise targeting options available on digital platforms. 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
In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Eric Shiffman, VP of Product Marketing at Yieldmo. Here are five key takeaways from Eric’s insights: Tailored campaigns with Experian data: Yieldmo integrates Experian’s trusted identity and audience data to deliver creative campaigns tailored to specific audiences, ensuring more meaningful engagement. Omnichannel activation made easy: Experian’s data marketplace helps Yieldmo expand its reach across display, mobile, and CTV, creating seamless cross-channel advertising strategies. Advanced targeting and insights: The combination of Yieldmo’s attention signals and Experian’s identity solutions allows advertisers to pinpoint audiences with precision and confidence. Driving results in key verticals: Retail, CPG, and automotive campaigns use Experian data on Yieldmo’s platform to achieve improved personalization, targeting accuracy, and measurable outcomes. Scalable and privacy-conscious advertising: Yieldmo’s partnership with Experian ensures scalable solutions that balance advanced targeting with privacy-focused practices, benefiting advertisers across all industries. About Yieldmo Yieldmo often describes itself as ‘the creative and media results company,’ using a predictive, provocative, and proven approach. Could you give us a brief overview of how this vision shaped the company and how you differentiate yourselves in ad tech? Yieldmo was built on the belief that every ad experience should be as engaging and human centered as the content around it. By merging creative excellence with advanced technology and AI, we enable advertisers to deliver custom ad formats that spark emotion and inspire action. Our proprietary attention signals and predictive format selection allow brands to optimize for outcomes before impressions are served. This approach, combined with privacy-safe inventory curation, ensures that our solutions stand out in their ability to deliver both creativity and results. Creative and inventory performance You’re known for delivering premium experiences across top-tier publishers. What strategies or innovations does Yieldmo employ to boost creative performance, increase engagement, and optimize inventory for your partners? At Yieldmo, we emphasize the fusion of creative and media. We utilize predictive AI and a vast dataset to generate, customize, and match creatives with the right audiences and page contexts, enabling proven performance and learnings. On the supply side, we elevate publisher inventory by aligning high-quality ads with relevant content in innovative, non-intrusive creative formats. This dual focus ensures that every impression is primed for engagement, delivering tangible value to advertisers and optimal monetization for publishers. Partnership with Experian As a partner of Experian, how do our identity and audience data complement Yieldmo’s platform, and why do you see this collaboration particularly beneficial for the broader advertising industry? Experian’s robust identity and audience data strengthen Yieldmo’s ability to serve precisely tailored creative experiences. By integrating Experian’s insights with our proprietary attention signals and AI-driven predictive systems, we can optimize audience targeting and engagement strategies. This partnership represents the advancement of outcome-driven advertising while giving brands the confidence of reaching the right consumers in meaningful ways. Interest in Experian's data marketplace Experian recently introduced a new data marketplace aimed at simplifying data partner audience activation across display, mobile, and CTV. Which elements of this offering are most exciting from your perspective, and how do you anticipate it shaping Yieldmo’s solutions? The unified approach of Experian’s data marketplace to streamline audience activation aligns seamlessly with Yieldmo’s vision of delivering data-driven creative optimization. The ability to activate comprehensive data sets across multiple channels expands our omnichannel solutions, bringing precision and scalability to advertisers. Lately, we have focused resources on delivering thoughtful, cross-channel creative experiences, so aligning audiences to those is a logical extension. Verticals using third-party data From your experience, which verticals or industries are most likely to activate third-party data campaigns on Yieldmo’s platform, and have you observed any emerging trends in how advertisers use data from Experian or other providers? The retail, CPG, and automotive industries have been leading adopters of third-party data, using it to fine-tune targeting and personalize their messaging. Recently, we’ve noticed a shift toward bringing more post campaign measurement insights to the supply side–brand lift, foot traffic, conversion–for better optimization, whereas historically this valuable dataset was trapped in buy-side platforms. Data utilization and success stories Could you share how Yieldmo’s data-driven approach has evolved and any standout success stories that highlight your platform’s impact and value to partners? Yieldmo has always prioritized data to inform creative decisioning, from predictive ad placements to real-time optimization. In this award-winning Humane Society case study, we utilized media curation and predictive creative to drive a >170% CTR increase, 5x the campaign benchmark, leading to more page visits and donations. Thanks for the interview. Any recommendations for our readers if they want to learn more? To learn more about our solutions and partnership opportunities, visit the Yieldmo website or contact your Experian account representative to schedule your free match test. Contact us About our expert Eric Shiffman, Vice President of Product Marketing, Yieldmo Eric Shiffman is a product marketing leader with extensive experience in advertising technology. At Yieldmo, he drives strategies that blend AI, creative optimization, and privacy-conscious solutions to deliver measurable creative and media results. Eric translates complex technologies into actionable messaging, positioning, and insights, and evangelizing products and solutions. His expertise spans creative optimization, data-driven advertising, CTV, and audience solutions. Latest posts