At A Glance
2026 marketing trends reveal that people will spend more intentionally, prioritize value and simplicity, and expect personalization that’s transparent and privacy-first. Omnichannel journeys and micro-moments will shape how they shop, with generational differences influencing trust and digital expectations. Experian helps marketers respond with privacy-first identity, high-quality audience intelligence, and omnichannel activation that drive relevant and measurable performance.In this article…
The 2026 consumer is reconsidering how they want to engage with businesses. Research from Nielsen anticipates that in 2026, people will spend more intentionally, think more critically, and expect more from the brands they invite into their lives. They want clear value, marketing experiences that make decisions easier, and personalization that respects their privacy and improves the moment they’re in.
This change has big implications for marketers. Winning in 2026 will require understanding the motivations, concerns, and trust drivers behind consumer behavior. This means embracing a privacy-first identity foundation, deep audience intelligence, high-quality and ethically sourced data, omnichannel activation, and measurement that closes the loop across channels.
Below, we break down consumer shifts shaping 2026 and how you can translate them into practical strategies for 2026.
How will consumer behavior change in 2026, and how should marketers respond?
Consumers are going into 2026 feeling deeply cautious. According to 2026 consumer outlook data, 32.8% of global shoppers say they’re financially worse off than last year, and 73% of those consumers cite rising cost-of-living pressures as the reason.
Ultimately, people are spending, but they’re directing most of their dollars toward core categories like food, health, and household care. That mix of caution and restraint is shaping what they want from brands: clear value, relevant personalization, and simple, low-effort experiences that make choices feel easier and worthwhile.
Want more details on how consumer caution shaped the peak buying season in 2025? Explore our 2025 Holiday spending trends and insights report for insights that can set the foundation for your 2026 strategy.
Here are the consumer trends we expect to shape decision-making most in 2026 and how Experian can help you adapt.
Economic stability will outweigh values
Consumers are prioritizing the realities of their household budgets going into 2026. Global consumer research shows that environmental concerns fell from the #4 global worry to #9 in 2025, while financial pressures and geopolitical issues moved to the top of the list.
People still care about brand values, but economic stability is becoming a stronger driver behind how they decide what to buy, where to shop, and which brands they trust. Consumers want brands to be responsible, fair, and transparent, but they also expect brand values to align with their financial reality.
| Insight | Data point |
| Consumers who feel financially worse off than last year | 32.8% |
| Of those, consumers citing cost-of-living pressures | 73% |
| Environmental concerns falling in priority (2024 to 2025) | #4 to #9 in top global worries |
Source: Consumer Outlook: Guide to 2026
For your marketing, this means shifting from broad value messaging to audience-specific offers tailored to each group’s financial situation, understanding:
- Who feels financially stretched
- Who still has spending flexibility
- Who is shifting habits subtly (frequency, basket size, channel choice)
How marketers should respond to this trend
Experian helps brands read financial signals with accuracy. Using generational segments, income bands, lifestyle indicators, and geo-indexed audiences, you can distinguish between:
- Value-seeking shoppers who prioritize stretch, savings, and reliability
- Higher-income households motivated by sustainability, wellness, or premium experiences
- Multigenerational families with diverse influencers and decision drivers
- Urban vs. suburban households with different price sensitivities and convenience factors
Paired with Experian’s privacy-first identity graph, your brand can activate audiences aligned with consumer insights across commerce media networks (CMNs), connected TV (CTV), social platforms, and programmatic channels using curated private marketplaces (PMPs). This ensures your messaging reflects the financial realities of consumers in 2026. Experian’s predictive insight capabilities also help forecast shifts in financial mindset, enabling you to anticipate change instead of reacting to it.
As financial caution shapes everyday choices, the next question becomes how to remove friction and deliver value in ways that feel simple, relevant, and worth the spend.
Consumers will prioritize value, simplicity, and relevance
With everyday expenses still weighing on households, people will likely simplify their shopping habits in 2026. They want brands to make decisions easier, save them time, and offer clear value without extra effort.
Instead of wading through endless choices or chasing promotions, shoppers are responding to experiences that feel straightforward and trustworthy, with:
- Transparent pricing
- Clear benefits
- Recommendations aligned to budget and needs
- Frictionless decision paths
For your brand, it’ll be essential to deliver carefully crafted and targeted messages at the right moment, rather than overwhelming consumers with excessive messaging. Experian helps you pinpoint what value looks like for different audiences and tailor relevant experiences.
How marketers should respond to this trend
To meet consumers’ demand for value and simplicity, you’ll need to understand what “easy” and “worth it” mean to each audience before you activate a campaign. Experian enables this by identifying the moments, motivations, and household realities that shape how people simplify decisions.
Using Experian’s lifestyle indicators, category affinities, geo-indexed spend patterns, and financial mindset segments, you can quickly pinpoint:
- Which audiences want streamlined choices (e.g., fewer SKUs, clearer value cues)
- Which shoppers expect premium quality without complexity
- Which households prioritize speed and convenience over price
- Which consumers prefer digital-first journeys vs. in-store simplicity
Then, through Experian’s privacy-first identity graph, you can reliably reach these audiences across CMNs, CTV, social, and digital environments with:
- Product recommendations that reduce decision fatigue
- Promotions tuned to value drivers
- Creative that matches each audience’s expectations for ease
- Consistent messaging that aligns across all channels
Experian’s AI-powered simplicity helps reduce manual effort in this process, enabling your team to uncover opportunities, streamline workflows, and focus more time on strategy and outcomes. And as Experian continues to explore agentic workflows, you’ll be able to move from manual audience setup to intelligent audience discovery — enabling strategies you may not have considered before.
Once you’ve simplified the experience, consumers will expect the next layer of relevance: helpful, respectful personalization grounded in the data they choose to share.
People want personalization on their terms
According to Qualtrics’ 2026 Consumer Experience Trends Report, consumers still want personalization going into 2026, but they expect it to happen on their terms:
| Insight | Data point |
| Prefer personalized experiences | 64% |
| Say benefits outweigh privacy trade-offs | 39% |
| Feel uncomfortable with many data-driven personalization tactics | 32% |
Source: 2026 Consumer Experience Trends Report
First-party data is now the foundation of meaningful, privacy-first engagement. Consumers are far more willing to share information when the value exchange is obvious and when they feel in control of how that data is used. They expect brands to:
- Use only necessary data
- Explain how personalization improves the experience
- Offer easy preference controls
- Demonstrate transparent, privacy-first data practices
As your brand lives up to these expectations, trust grows, and consumers become more willing to share the first-party data you need for impactful, privacy-centric personalization in 2026.
Experian helps you meet these needs with Audience Engine, a self-service activation tool that enables you to quickly and accurately view and activate your first-party data and partner segments across 200+ platforms without high operational overhead. And when you need deeper insight, it also connects 3,500+ syndicated audiences and 20+ trusted third-party providers, so you can enrich your first-party data with privacy-safe insights.
This includes Experian’s most recent 2025 Syndicated Audiences release, which adds 400+ updated segments — including 62 Auto Loyalists — giving you a more granular, privacy-safe view of shifting values, lifestyle preferences, and intent signals for 2026. These segments break out characteristics by generation, income, gender, and urbanicity, so your brand can analyze where demand is rising and how behaviors differ across audience groups.
For example:
- An automaker can target Auto Loyalists: Acura with model-specific offers
- A luxury brand can activate Auto Loyalists: Alfa Romeo and adjust messaging by income band, age, urbanicity, or lifestyle
Used together, first-party data and enriched syndicated audiences allow you to personalize responsibly, target more effectively, and respond to 2026 consumer expectations while respecting their privacy wishes.
How marketers should respond to this trend
The future of personalization in 2026 is first-party and zero-party data, supported by a trustworthy identity framework.
Experian enables this through:
- Identity resolution connected to 95% of U.S. households
- Privacy-first activation across digital, CTV, and CMNs
- Data modernization that maintains accuracy and compliance
- Responsible automation that delivers high-performance, human-centered personalization consumers want in 2026
- Mosaic® USA, our household-level consumer classification system that provides a privacy-safe view of lifestyles and preferences so you can apply personalization intelligently across channels
- Audience Engine, which lets you activate and enrich your first-party data for richer, permission-based insights
- Marketing Attributes, which gives you access to thousands of demographic, behavioral, lifestyle, financial, and interest characteristics
As soon as your brand earns permission to personalize, the next expectation is to apply that personalization across channels.
Omnichannel behavior and real-time micro-moments will define how people shop
Consumers don’t differentiate between channels anymore. They want a seamless, cohesive shopping journey. Consumer buying trends indicate that people are shopping more frequently but purchasing fewer items per trip. This suggests more small, mission-driven decisions, often triggered by digital or mobile discovery.
As shoppers move fluidly between mobile, in-store, CTV, and social platforms, they rely on time-saving cues, simple comparisons, and contextual recommendations instead of complex decision-making processes. CMNs now influence choices across the digital shelf, in-store screens, and publisher networks, blurring the lines between media and commerce. Speed also matters; anything longer than next-day delivery reduces the likelihood of a purchase.
These behaviors create more micro-moments: quick, intent-driven decisions shaped by life stage, financial mindset, household composition, real-time signals, and micro-behaviors like quick trips, small-basket missions, and mobile search checks. Meeting consumers in these moments requires contextual relevance, not broad targeting.
How marketers should respond to this trend
Experian helps you act on omnichannel and micro-moment behavior by unifying identity and audiences across:
- CMNs
- CTV
- Social platforms
- Programmatic partners
- Retail media publishers
- In-store digital environments
Meanwhile, our audience assets give you the contextual accuracy these moments demand with:
- Geo-indexed spenders to understand financial posture and neighborhood patterns
- Generational household segments to reflect digital comfort and shopping rhythms
- Lifestyle and interest indicators aligned to real-life needs
- In-market and behavioral signals to reach consumers at the moment intent appears
With privacy-first identity resolution anchoring it all, your brand can deliver consistent sequencing, informed personalization, and accurate measurement across channels. This is essential when omnichannel is the expectation and micro-moments decide who wins the sale.
As these real-time behaviors shift, generational differences will further shape how consumers navigate channels, interpret value, and decide which brands earn their loyalty.
What’s new with Experian Marketing Data?
Explore hundreds of new and updated segments now available — auto, income, lifestyle, spend, TV, and more.
How are generational shifts shaping 2026 consumer behavior?
Generational dynamics are also likely to play a significant role in how people discover, evaluate, and buy in 2026. While every age group is prioritizing value, simplicity, and trust, they express these priorities differently.
Experian’s Syndicated Audiences updated for November 2025 include 61 new demographic segments — broken out by generation, income band, gender, and urbanicity — to help you reach each group with accuracy. These segments are informed by decades of responsible automation and predictive modeling, giving you a clearer view of how each group behaves, even as signals shift.
For example, a retail brand can use the Gen X Dual-Income Households segment to reach value-driven, digitally engaged shoppers, while another brand might activate Millennial Urban Professionals to tailor offers based on lifestyle, income, or urbanicity.
Here’s how key generations will shape buying and the Experian segments that can help you act on these customer insights.
Gen Z expects transparency, authenticity, and digital ease
- Values: Transparency, authenticity, responsible data use
- Digital behavior: Always-on, mobile-first, social and creator-influenced
- Decision drivers: Trust, clarity, seamless digital experiences
- Relevant Experian segments: Gen Z Urban Households, Gen Z Renters
Millennials seek value alignment, financial flexibility, and reliability
- Values: Fair pricing, quality, reliability
- Digital behavior: Efficiency-focused omnichannel shoppers
- Decision drivers: Time savings, cost relief, trust
- Relevant Experian segments: Millennial Urban Professionals, Millennial Parents
Gen X is increasingly digital, highly value-conscious, and loyal
- Values: Reliability, clarity, long-term value
- Digital behavior: Digitally engaged but friction-averse
- Decision drivers: Practicality, stability, predictable service
- Relevant Experian segments: Gen X Dual-Income Households
As these generational differences shape how people discover, evaluate, and buy, one theme unites every age group: trust now determines whether a brand earns attention, data, and loyalty. With today’s consumers scrutinizing how their information is used, that trust might just be what helps you succeed in 2026.
Why is trust the new currency in data-driven marketing?
In 2026, trust will differentiate the brands that flourish. Consumers want:
- Clear data practices
- Transparent value exchanges
- Confidence that brands are honoring their preferences
And as signals decline, first-party data strategies supported by privacy-first identity resolution and responsible automation have become the reliable, transparent foundation for trust-driven marketing.
Experian’s long-standing focus on data accuracy, modernization, and compliance — from quarterly releases and updates to our twice-yearly attribute retirement process — ensures you activate with the most current, ethical, and regulation-aligned data available. These practices strengthen consumer trust and drive more accurate targeting, better match rates, and measurable performance across channels.
This focus on accuracy, governance, and transparency also underpins Experian’s approach to ethical AI, ensuring innovations serve people first while giving you confidence in every decision.
How can marketers apply 2026 consumer insights today?
As trust becomes the deciding factor in whether consumers engage, share data, or stay loyal, marketers need clear ways to operationalize that trust. Fortunately, the insights shaping 2026 translate directly into practical actions your team can take right now.
Here’s where you can start:
- Audit your first-party data strategy and CRM hygiene
- Invest in scalable, privacy-first identity resolution
- Tailor messaging to financial attitudes, not just demographics
- Use Experian’s audience segments to match consumer values, generational traits, and urbanicity
- Build journey-based activation across mobile, CTV, social, and CMNs
- Implement measurement and closed-loop analytics so every activation feeds intelligence back into planning
- Evaluate where predictive insight and responsible automation can reduce manual work and improve outcomes
With Experian, you can reach the right people with the right message at the right moment with accuracy they can trust. Teams gain the predictive insight and responsible automation needed to act on these shifts at scale.
Looking for more insights into the year ahead?
If you’re planning for 2026, consumer behavior is just the starting point. Experian’s 2026 Digital trends and predictions report takes you deeper into the forces reshaping marketing —from AI moving from hype to implementation and the evolution of commerce media beyond retail.
What role does Experian play in helping brands activate data-driven marketing?
As you put these 2026 consumer insights into practice, the challenge becomes turning strategy into scaled, privacy-safe execution. Experian’s data, identity, and activation infrastructure can make the difference:
- Identity as the foundation: Connect first-party data to 95% of U.S. households for a unified, privacy-first view.
- Privacy-first activation: Engage audiences safely across every channel with compliant targeting.
- Actionable data depth: Combine demographic, behavioral, contextual, and household-level attributes to enrich insights.
- Omnichannel reach: Activate at scale across CTV, CMNs, social, programmatic, and in-store environments.
- Closed-loop measurement: Tie exposure to outcomes across channels, enabling more effective optimization and continuous improvement.
These capabilities provide your brand with the clarity, confidence, and control necessary for future success — powered by Experian’s human-centered approach to AI, which combines privacy-first clarity, predictive insight, AI-powered simplicity, real-time intelligence, and transparent innovation to deliver trust, accuracy, and measurable performance in 2026.
Build your 2026 strategy with data you can trust
Those who win in 2026 will be the ones who turn shifting consumer behavior into actionable intelligence rooted in trusted identity, accurate data, and measurement that proves what works. With economic caution shaping decisions, rising privacy expectations, and omnichannel journeys becoming the norm, brands that invest now in a strong data and identity foundation will be the ones that stay visible, relevant, and resilient.
Experian gives you that foundation by unifying identity, high-quality data, activation, and closed-loop measurement through a human-centered approach to AI. With privacy-first clarity, predictive insight, AI-powered simplicity, real-time intelligence, and transparent innovation, Experian helps you understand your audiences deeply, reach them responsibly, and adapt in real time as the market evolves.
2026 is coming fast. Now’s the moment to build a high-performance strategy.
Connect with us
FAQs
The biggest consumer trends for 2026 revolve around intentional spending, value-conscious choices, low-effort experiences, and personalization that feels transparent and trustworthy. Consumers are cautiously optimistic but still managing tight budgets, prioritizing essentials, and gravitating toward brands that simplify decisions with clear value and relevant experiences that meet them across channels. Personalization remains a differentiator when it’s rooted in responsible data use and clear benefits.
You can use 2026 consumer insights to identify your highest-opportunity audiences, match your messaging and offers to their financial reality and values, and build journey-based activation across channels instead of working in silos. Experian’s identity graph and audiences help you connect online and offline behavior into a single, actionable view.
Experian’s identity graph helps marketers in 2026 by providing a privacy-first, unified view of consumers across channels, connecting first-party data to 95% of U.S. households. This allows you to recognize individuals and households accurately, enrich their data with reliable attributes, and activate personalized experiences across digital, CTV, and CMNs with confidence.
The result is better targeting, higher match rates, and more consistent, relevant engagement at every touchpoint. All of this is further strengthened by Experian’s human-centered approach to AI, which enhances clarity, accuracy, and real-time relevance.
Privacy-first marketing uses consumer data responsibly and transparently to improve the customer experience. In 2026, consumers still want personalization but are more selective about how their data is used.
With privacy-first marketing, you build trust by explaining why data is collected, giving people control, and personalizing only with consented, high-quality data. Experian supports this through our Responsible Data Practices, which prioritize fairness, accuracy, transparency, security, and inclusion.
Latest posts
In this article…Why AI and CTV are a great matchThe rising popularity of CTVHow is AI already being used in CTV?Demand-side platforms Artificial intelligence (AI) and connected TV (CTV) have a perfect synergy that’s revolutionizing how advertisers connect with their audiences. CTV serves as a medium for streaming content, while AI acts as a sophisticated technology that improves the performance of CTV advertising campaigns. The integration of these two technologies has paved the way for advertisers to reach their target audience more effectively, making CTV advertising a powerful and efficient tool. In this blog post, we’ll dive into how these technologies work together — and why you should jump on board with AI for CTV advertising if you haven’t already. Why AI and CTV are a great match CTV and AI are transforming how advertisers connect with their audiences and improving the performance of their advertising campaigns in the CTV space. They work together to make advertising smarter and more enjoyable for everyone involved. AI uses sophisticated computer programs to analyze and understand data, while CTV refers to the streaming services that consumers use at home. But what makes them a great match in advertising? AI uses data to determine which TV ads are most exciting and relevant to certain people, and it can even adjust ads in real time to ensure viewers are always getting the most personalized experience. AI can provide suggestions to viewers based on previously watched content to help them find what they’d enjoy watching next. To sum it up, AI allows for: Precise targeting: AI uses data to determine which TV ads are most exciting and relevant to certain people. Personalization: AI can adjust ads in real time to ensure viewers are always getting the most personalized experience. Effective ad insertion: AI can provide suggestions to viewers based on previously watched content to help them find what they’d enjoy watching next. CTV facilitates these AI-driven strategies for enhanced user engagement and satisfaction. The rising popularity of CTV CTV has become increasingly popular as people change the way they watch TV. Instead of the traditional approach, more viewers are now choosing CTV platforms for their entertainment. One of the main reasons for this shift is that CTV offers greater flexibility and lets viewers watch content at their convenience. The ability to skip ads on many CTV platforms also improves the experience. CTV offers a great opportunity to interact with your target audience in a more engaging way. CTV allows for highly targeted advertising capabilities so you can reach specific demographics and households with tailored messages. Additionally, CTV provides valuable data insights that enable you to measure campaign effectiveness accurately. If you haven’t embraced this advertising channel yet, you may be missing out on a growing and engaged audience. Here are three reasons you should add CTV to your advertising strategy. Global video ad impressions As a global platform, CTV has the unique ability to reach audiences worldwide. Unlike traditional TV, CTV transcends geographical boundaries and brings marketers a global audience, which makes it an ideal channel for global ad campaigns. No matter your target audience, they’re consuming content on CTV. In fact, a recent study showed that 51% of global video ad impressions came from CTV in 2022. This abundance of global video ad impressions generates vast amounts of data, which AI can process in real time to help you make data-driven decisions and optimize your campaigns for diverse international audiences. AI can analyze viewer data from various regions, identify audience preferences and behaviors across borders, and tailor ad content accordingly. These data analysis capabilities ensure your ads get in front of the right viewers. Viewers prefer ad-supported CTV In 2020, the viewing time of ad-supported CTV surged by 55% while subscription video on demand decreased by 30%, according to TVision Insights. Viewers have a well-established preference for ad-supported CTV due, in part, to cost-effective access to premium content. Viewers are more engaged and less resistant to ads, as AI tailors ad content to viewer preferences and behavior to enhance ad relevance. AI-powered insights can also aid in viewer retention and help you optimize your CTV campaigns. By accommodating viewers’ preference for ad-supported CTV and harnessing AI to improve the ad experience, you’re more likely to be successful in your marketing efforts. CTV outpaces mobile and desktop for digital video viewing eMarketer recently reported that U.S. adults spend 7.5+ hours each day on CTV — more than half of their digital video viewing time. Comparatively, they only spend 37.5% of their viewing time on mobile and 10% on desktops and laptops. These statistics demonstrate that CTV has become the preferred platform for digital video consumption, as viewers enjoy larger screens with superior quality for an immersive experience. It's important to note that AI is an essential CTV marketing tool, as it allows for precise targeting and content optimization. By utilizing AI on CTV, you can take advantage of this trend and deliver more engaging and effective campaigns to a growing and engaged audience. How is AI already being used in CTV? CTV has been integrated with AI across various facets and has revolutionized the television landscape. Here's a look at how AI is already shaping the CTV experience: Generative AI ads Generative AI ads are taking CTV personalization to a whole new level. These innovative ads are customized versions of the same CTV ad to suit individual viewers. Some AI tools can generate several versions of the same CTV ad — swapping the actor’s clothing and voiceover elements like store locations, local deals, promo codes, and more — and can create up to thousands of personalized iterations in just a few seconds. Such capabilities are a game-changing approach to connecting with your audience. Next, we dive into the advantages and impact of generative AI ads, and explore their transformative role in CTV advertising. Contextual ads vs personal data Generative AI ads use personal data, such as viewing history and demographics, to create highly personalized ad experiences. This sets them apart from contextual ads, which rely solely on the content being viewed. Using AI to harness this data, you can move beyond traditional contextual targeting and ensure your ads connect with viewers on a more individualized level. Generative AI ads can be used to A/B test Generative AI ads are not just about personalization; they also open the door to A/B testing. Being able to create several versions of one ad quickly allows you to experiment with various ad elements, such as messaging, visuals, and calls to action, to identify what works best for different segments of your audience and drives the best performance. This flexibility is especially valuable for refining ad campaigns and maximizing their impact. What’s next for AI-generated ads like this? The potential of AI-generated ads is exciting. As AI technologies constantly advance, we can expect even more personalized and automated CTV advertising. It’s a good idea to keep up with the latest AI-driven innovations to create more effective ad campaigns in the fast-evolving CTV space. The possibilities are endless, and you’ll likely find the most success when you embrace AI in CTV advertising. Optimize streaming quality AI helps viewers enjoy more seamless CTV experiences. By assessing network speed and user preferences, AI optimizes video quality in real time to reduce buffering interruptions. For instance, streaming platforms use AI to adjust video settings based on a user's connection speed. This guarantees an uninterrupted and enjoyable viewing experience. Review content for compliance AI also has a part to play in quality assurance and compliance management. It assesses content alignment with technical parameters and moderates compliance with local age restrictions and privacy regulations. This means AI can identify and filter out unsuitable content to provide a safer and more enjoyable viewing environment for audiences while safeguarding brands from association with undesirable material. Voice command AI-powered voice command technology is increasingly used to control CTV viewing. This technology is embedded in streaming devices and smart TVs and allows viewers to interact with their CTV content through voice-activated commands. This personalizes the viewing experience and improves convenience, as it eliminates the need for remote controls. CTV-integrated voice assistants like Google Assistant, Amazon Alexa, Apple Siri, and Samsung Bixby offer a more human-like interaction with the television, allowing users to give commands and receive tailored responses. Content recommendations AI can offer content recommendations that provide viewers a more personalized and engaging experience. Major over-the-top (OTT) services like Netflix, Hulu, and Amazon Prime use AI-driven data analysis to deliver tailored content suggestions to their audiences. By analyzing user habits in detail, AI can recommend content based on factors such as actors, genres, reviews, and countries of origin. This personalized approach helps viewers discover content that matches their preferences and enhances their viewing experience. Advertising Programmatic ad buying, driven by AI, automatically matches ad placements to specific audience segments based on behavioral patterns. It improves ad delivery by moving away from gross rating points (GRP) to more intelligent and targeted placements. This benefits marketers by ensuring ads are seen by the right people at the right time. It’s also cost-effective for publishers, as it maximizes the sale of ad spots to suitable buyers. Automatic content recognition (ACR) technology, which AI powers, is integrated into smart TVs and streaming devices to improve ad relevance. It provides contextual targeting and extends the reach of ads across multiple devices. For example, platforms like Roku use ACR data to display ads to viewers who haven’t seen them on traditional TV. Similarly, Samba TV retargets mobile users based on IP address and aligns their viewing habits with their smart TVs. Demand-side platforms CTV advertising relies heavily on demand-side platforms (DSPs) to efficiently manage and optimize ad campaigns. These platforms use machine learning and AI in several important ways: Using machine learning and AI to address data fragmentation Data is abundant but fragmented when it comes to CTV advertising. DSPs are flooded with a massive amount of data, including information about households, viewer behavior, and viewing patterns. This data is far too much for manual analysis to handle effectively, which is where AI comes in. By integrating machine learning algorithms into DSPs, AI can harmonize this fragmented data and provide valuable insights and a holistic view of your audience. AI can process zettabytes of data in real time, which streamlines the decision-making process and empowers you to compete quickly for limited CTV impression opportunities. Predicting advertising outcomes with AI AI is quickly changing the way we predict and optimize advertising outcomes. TV buying and optimization platforms are now using AI to improve ad performance. With machine learning, these platforms can anticipate which ad creatives will produce the best results based on various non-creative factors. These include the context of the ad, the audience's profiles, the time of day it is displayed, and the frequency of the ad display. By relying on AI to make these predictions, you can make sure your campaigns are highly optimized for success and deliver more relevant, compelling ads to viewers. Optimizing generative ads AI is also driving optimization in generative ads. These personalized versions of the same CTV ad can be tailored to suit individual viewers. By utilizing AI-driven analytics, DSPs can process extensive amounts of data in real time and optimize generative ads to ensure they align with viewers' preferences and behaviors. This level of personalization is a game-changer in CTV advertising that boosts engagement and delivers content that truly resonates with the audience. Add AI to your CTV strategy today Integrating AI into your CTV strategy can help you stay competitive and ensure your ad campaigns are effective and engaging. At Experian, we’re ready to help you elevate your CTV advertising and implement AI as part of your strategy. Our solutions, such as Consumer View and Consumer Sync, provide valuable audience insights, enhance targeting capabilities, and optimize engagement on TV. Plus, our partnerships with leading media marketing solutions can help you achieve greater success through effective advanced television advertising. As you incorporate AI into your CTV strategy, you’ll be able to make more data-driven decisions, deliver more relevant content, and reach the right audience at the right time. Explore Experian's TV solutions and empower your CTV advertising with AI today. Start exploring Latest posts
The digital advertising landscape is undergoing a significant transformation with the gradual deprecation of third-party cookies. This shift necessitates the adoption of new strategies for audience targeting and data management. In our next Ask the Expert segment, we explore this evolution, discussing new strategies for audience targeting and data management in a world without cookies. We’re joined by industry leaders, Gabe Richman, Senior Director of Data Partnerships at The Trade Desk, and Chris Feo, Experian’s SVP of Sales & Partnership who spotlight The Trade Desk’s innovative approach to navigating a cookieless future. Tune in to our Q&A below to learn more about these topics and learn how the collaborative efforts of Experian and The Trade Desk offer a glimpse into the future of advertising. Cookieless IDs are the new face of identity in advertising Traditional tracking and targeting techniques are being replaced by more advanced and privacy-conscious methods. Unified I.D. 2.0 (UID2), led by The Trade Desk, exemplifies this shift, offering a new identifier based on encrypted email addresses or phone numbers. This approach not only caters to the evolving privacy regulations but also places greater control in the hands of consumers. UID2’s design fundamentally differs from cookies since it is rooted in transparency and consumer consent. UID2: A catalyst for industry-wide adoption UID2’s journey reflects a rising industry-wide recognition of its value across the industry. The adoption of UID2 by major publishers, demand-side platforms, and advertisers indicates a shift toward more sustainable and consumer-friendly approaches to identity in advertising. This is particularly evident in areas like connected TV (CTV), where UID2 is rapidly becoming a currency and standard. “The purpose of UID2 is not only to create a better ID for advertisers and publishers to achieve their objectives, but also to benefit the consumers. Unlike cookies, UID2 provides transparency and control to the consumers for the first time.”gabe richman, sr. director, data partnerships, the trade desk How Experian and The Trade Desk work together The partnership between The Trade Desk and Experian goes beyond adapting to the absence of cookies. Our joint efforts highlight a commitment to developing solutions that cater to advertiser’s needs while respecting consumer privacy, a balancing act becoming increasingly crucial in today’s digital ecosystem. The Trade Desk's emphasis on UID2 as a foundational element in the open web, campaign design, and activation is a testament to the potential of new identifiers in enhancing advertising efficacy. Similarly, our ability to utilize these identifiers to deliver detailed audience insights offers advertisers a powerful tool to remain effective in a post-cookie world. Experian’s role in the adoption of UID2 Experian's integration strategies have played a critical role in diversifying the applications of UID2. By partnering with The Trade Desk, we help broaden the reach and effectiveness of UID2 across various advertising channels. In terms of reach – by incorporating a prominent cookieless ID, we further amplify the reach of UID2. The increased adoption of this new ID allows the digital ecosystem the ability to interact using an alternative identifier, thereby broadening the potential audience. In terms of effectiveness – we help advertisers serve relevant ads to the right audiences, ensuring the relevance of the ads and control over their frequency. Targeting with Geo-Indexed audiences The Trade Desk works with Experian to ingest and host our syndicated audiences. This partnership gives The Trade Desk’s clients access to over 2,400 syndicated audiences that span across eight verticals. This includes access to our new Geo-Indexed audiences that allow brands to reach consumers and households based on geographic regions that over-index for a common set of attributes, ultimately offering brands a targeting solution that prioritizes both consumer privacy and accuracy. What a future beyond cookies looks like Looking ahead, the focus in advertising is not solely on replacing cookies but on a broader evolution of the industry. This includes continuing to apply machine learning technologies, like artificial intelligence (AI), to enhance ad personalization and effectiveness. The interplay between creative content, audience insights, and privacy-compliant targeting will become increasingly important as the industry evolves. As cookies become a thing of the past, the initiatives spearheaded by The Trade Desk and Experian will likely set the tone for the next era of digital advertising, and emerging solutions like UID2 are leading the way. Watch the full Q&A Visit our Ask the Expert content hub to watch Gabe and Chris' full conversation about cookieless advertising. In their conversation, Gabe and Chris share more about UID2, consumer transparency, and the importance of consumer data for targeted advertising. Connect with us About our experts Gabe Richman, Sr. Director, Data Partnerships, The Trade Desk Gabe Richman is the Senior Director of Data Partnerships at The Trade Desk where he focuses on global identity strategy and platform partnerships as well as driving UID2 and EUID adoption across the broader ecosystem. Prior to joining The Trade Desk in 2021, Gabe held various roles in AdTech at HealthVerity, Wunderkind and LiveRamp. For the last decade Gabe has taken pride in helping advertisers and platforms alike demystify the complex identity landscape and embrace the change needed to preserve the open internet. Gabe is a graduate of the University of Maryland and resides in Los Angeles. Chris Feo, SVP, Sales & Partnerships, Experian As SVP of Sales & Partnerships, Chris has over a decade of experience across identity, data, and programmatic. Chris joined Experian during the Tapad acquisition in November 2020. He joined Tapad with less than 10 employees and has been part of the executive team through both the Telenor and Experian acquisitions. He’s an active advisor, board member, and investor within the AdTech ecosystem. Outside of work, he’s a die-hard golfer, frequent traveler, and husband to his wife, two dogs, and two goats! Latest posts
Magnite and Experian have formed a strategic integration to enhance cross-device audience targeting in the advertising industry. Magnite, the largest independent sell-side platform, and Experian, a leader in consumer data and identity solutions, aim to optimize advertising capabilities by activating Experian's Consumer View in Magnite Access, an omnichannel audience product suite. This marks one of Experian’s first forays into a direct sell-side integration, a crucial step for the cookieless era. This collaboration offers targeting and efficiency across digital channels, providing advertisers and agencies with a more effective way to reach consumers. With Experian's robust deterministic offline data, generated from consumer purchase activity, enriched with insights on over 250 million U.S. consumers and 126 million U.S. households, advertisers can look forward to a new benchmark in targeted advertising available through Magnite Access. Thriving in a cookieless world With the looming deprecation of third-party cookies, audience, and identity solutions using first-party data are shifting to the sell-side. To that end, Magnite developed Magnite Access, a suite of omnichannel audience products that make it easier for media owners and their advertising partners to maximize the value of their first-party data assets. Access is adept at thriving in a post-cookie world through its effective utilization of sell-side first-party data, including within Magnite Streaming and SpringServe. Magnite Access’ deterministic and probabilistic tools provide sellers and buyers with a comprehensive solution to leverage their first-party data for audience targeting and insights. Experian's solutions are built to work efficiently in offline environments, making them well-equipped to thrive in a cookieless world. Brands can benefit from Experian's deep integrations within the ecosystem, providing data and audience solutions designed to perform in cookieless environments. "We're excited about the collaborative approach between Magnite and Experian. This off-the-shelf integration of Experian's syndicated audiences and the streamlined ability to receive custom audiences will provide a more accurate and cohesive consumer view, allowing us to reach our target audience and enhance campaign performance seamlessly."sam bloom, ceo, camelot Reach and impact As companies continue to rely on data-driven insights to make smarter, more efficient business decisions, partnerships between leading data and technology providers are becoming increasingly valuable. "Integrating with Magnite allows us to translate our extensive offline and online data into actionable, intelligent solutions for making smarter, more efficient business decisions. With Magnite's expertise in the omnichannel sell-side environment, this partnership is poised to empower businesses with the tools they need to succeed in today's data-driven landscape."chris feo, svp, sales & partnerships, experian Strengthening foundations within streaming Magnite's cutting-edge streaming solutions, integrated with Experian's robust data, facilitate a connection between data and inventory, providing enhanced targeting capabilities and consumer insights. "By integrating Experian's Consumer View capabilities into our platform, we are enabling advertisers to unlock improved targeting capabilities while benefiting from Experian's wealth of consumer insights. Our collaboration with Experian amplifies the value of our streaming solutions and enhances the overall advertising ecosystem by seamlessly connecting data, identity, and inventory."kristen williams, svp, strategic partnerships, magnite Precision and innovation: A new advertising era The synergistic partnership between Magnite and Experian is paving the way for a new era in advertising, offering targeting efficiency across digital channels. This collaboration is not merely a confluence of technologies but a testament to both companies' relentless pursuit of excellence in creating a consumer-conscious advertising ecosystem. By harnessing the wealth of consumer insights and integrating state-of-the-art technologies, Magnite and Experian are contributing to shaping the future of advertising, emphasizing accuracy and efficiency. It's a revolutionary stride toward understanding and reaching the consumer in more meaningful and impactful ways, setting new benchmarks in the advertising world. In a rapidly evolving digital landscape, this collaboration stands as a beacon, guiding brands toward intelligent, informed, and innovative advertising solutions, redefining the possibilities in targeted advertising and audience solutions. Connect with us to learn more about how you can access Experian’s Consumer View data solutions in Magnite Access. To learn more about our partner Magnite, visit their website. Latest posts