At A Glance
AI learns what your data teaches in 2025, "good data" in AI means accurate, current, consented, and easy to connect, or your models lose relevance and your investments underperform. Experian is leading this next era of responsible data where trust, transparency, and innovation come together to make marketing more human, not less.What makes data “good” in the age of AI?
In AI-driven marketing, data quality now defines success. “Good data” in AI isn’t about volume; it’s about the balance of accuracy, freshness, consent, and interoperability. As algorithms guide decisions, they must learn from data that’s both accurate and ethical.
At Experian, we believe good data must meet four conditions:
1. Accurate
Verified and anchored in real human identity.
2. Fresh
Continuously updated to reflect today’s consumers.
3. Consented
Collected and governed transparently.
4. Interoperable
Easily integrated across platforms through a secure, signal-agnostic identity spine, enabling seamless data activation.
This is the data AI can trust and the data that keeps marketing relevant, predictive, and privacy-first.
Why does data accuracy matter more than ever?
AI models are only as intelligent as their inputs. Incomplete or inconsistent data leads to bad predictions and wasted spend. As the industry moves toward agentic advertising, where autonomous systems handle campaign buying and optimization, data accuracy becomes even more critical. If your ad server or audience data is flawed, these new AI agents will simply automate bad decisions faster.
Experian applies rigorous quality filters and conflict resolution rules to ensure our data is both deterministic and accurate. Deterministic signals alone don’t guarantee accuracy; they must be verified, deduplicated, and contextualized. Our identity resolution process anchors every attribute to real people, giving brands and platforms the confidence that every insight stems from truth, not noise.
Our data is ranked #1 in accuracy by Truthset, giving our clients confidence that every decision they make is backed by the industry’s most reliable insights.
Just because it is deterministic, doesn’t mean it’s highly accurate. You still need to refine and validate your data to make sure it tells a consistent story. You need to anchor your data around real people.
Why does AI need fresh data?
Outdated data can’t predict tomorrow’s behavior. AI thrives on recency.
At Experian, our audiences are refreshed continuously to mirror real-world signals, from purchase intent to media habits, so every campaign reflects what’s happening now, not six months ago.
And we don’t just advocate for fresh data, we rely on it ourselves. Our own AI-powered models, used across our audience and identity platforms, are continuously retrained on the most current, consented signals. This allows us to see firsthand how freshness drives better accuracy, faster optimization cycles, and more relevant outcomes.
But freshness alone isn’t enough. With predictive insights, our models go beyond describing the past. They forecast behaviors, fill gaps with inferred attributes, and recommend next-best audiences, helping you anticipate opportunity before it happens.
Fresh and predictive data means you’re reaching people in the moment that matters and shaping what comes next. With AI, that’s what defines performance.
How do consent and governance build trust in AI?
Responsible AI starts with responsible data. With 20 U.S. states now enforcing privacy laws, data compliance isn’t optional, it’s operational.
At Experian, privacy and compliance are built in. Every data signal, attribute, audience, and partner goes through our rigorous review process to meet federal, state, and local consumer privacy laws. With decades of experience in highly regulated industries, we’ve built processes that emphasize risk mitigation, transparency, and accountability.
Governance isn’t just about regulation, it’s also about innovation done right. We drive transparent and responsible innovation through safe, modular experimentation, from generative applications to agentic workflows. By balancing bold ideas with ethical guardrails and staying ahead of evolving legislation, we ensure our innovations protect consumers, brands, and the broader ecosystem while moving the industry forward responsibly.
Compliance and governance aren’t just boxes to check; they’re the foundation that gives AI its license to operate.
How does interoperability enable AI’s full potential?
AI delivers its best insights when data connects seamlessly across fragmented environments. Our signal-agnostic identity spine allows data to move securely between platforms (connected TV, retail media networks, and demand-side platforms) without losing context or compliance.
Interoperability isn’t just about moving data between systems; it’s about connecting insights across them. When signals connect across environments, AI gains a more complete view of the customer journey revealing true behavior patterns, intent signals, and cross-channel impact that would otherwise remain hidden.
This unified perspective allows AI to connect insights in real time, improving predictions, performance, and personalization while protecting privacy.
Where do AI and human oversight meet?
AI can make marketing more predictive, but people make it meaningful. At Experian, our technology brings identity, insight, and generative intelligence together so brands, agencies, and platforms can reach the right people with relevance, respect, and simplicity.
Our AI-powered models surface connections, recommend audiences, and uncover insights that would take humans months to find. But our experts shape the process, crafting the right inputs, ensuring data quality, reviewing model outputs, and refining recommendations based on industry knowledge and client goals. It’s this partnership between advanced AI and experienced people that turns predictions into actionable, trustworthy solutions.
What “good data” looks like in action
“Good data” becomes most powerful when it’s put to work. At Experian, our marketing data and identity solutions help brands and their partners connect accurate, consented, and interoperable data across the ecosystem, turning insight into measurable outcomes.
When Windstar Cruises and their agency partner MMGY set out to connect digital media spend to real-world bookings, they turned to Experian’s marketing data and identity solutions to close the attribution loop. By deploying pixels across digital placements and using Experian’s identity graph to connect ad exposure data with reservation records, we created a closed-loop attribution system that revealed the full traveler journey, from impression to confirmed booking.
The results were clear: 6,500+ bookings directly tied to digital campaigns, representing more than $20 million in revenue, with a 13:1 ROAS and $236 average cost per booking. Attributed audiences booked $500 higher on average, and MMGY’s Terminal audience segments powered by Experian data achieved a 28:1 ROAS.
This collaboration shows that responsible, high-quality data and AI-driven insights don’t just tell a better story; they deliver measurable business performance.
Why the future of AI depends on “good” data
The next phase of AI-driven marketing won’t be defined by who has the most data, but by who has the best. Leaders will:
Operate with clear data principles grounded in transparency and truth
Build consent and compliance into every workflow
Keep data accurate, current, and interoperable
Pair automation with human oversight
AI success starts with good data. And good data starts with Experian, where accuracy, privacy, and purpose come together to make marketing more human, not less.
Partner with Experian for AI you can trust
About the author
Budi Tanzi
VP, Product, Experian
Budi Tanzi is the Vice President of Product at Experian Marketing Services, overseeing all identity products. Prior to joining Experian, Budi worked at various stakeholders of the ad-tech ecosystem, such as Tapad, Sizmek, and StrikeAd. During his career, he held leadership roles in both Product Management and Solution Engineering. Budi has been living in New York for almost 11 years and enjoys being outdoors as well as sailing around NYC whenever possible.
“Good” data in AI FAQs
At Experian, we define “good data” as the balance of accuracy, consent, freshness, and interoperability. We apply rigorous governance, validation, and cleansing across every signal to ensure that AI systems learn from real-time behaviors, not assumptions. This approach turns data into a foundation for reliable, ethical, and high-performing intelligence.
Experian ensures AI-ready data accuracy through advanced cleansing, conflict resolution, and human anchoring. Experian ensures AI models rely on verified, high-quality inputs. Experian’s data is ranked #1 in accuracy by Truthset.
Yes, Experian can help brands stay compliant with privacy laws. Experian’s privacy-first governance framework integrates ongoing audits, legal oversight, and consent management to ensure compliance with all federal, state, and global privacy laws. Compliance isn’t an afterthought; it’s embedded in every step of our data lifecycle.
Experian makes AI more human by pairing innovation with human oversight to ensure AI helps marketers understand people, not just profiles. At Experian, we believe the future of marketing is intelligent, respectful, and human-centered. AI has long been part of how we help brands connect identity, behavior, and context to deliver personalization that balances privacy with performance. Our AI-powered solutions combine predictive insight, real-time intelligence, and responsible automation to make every interaction more relevant and ethical.
Marketers can activate Experian’s high-quality data directly in Experian’s Audience Engine, or on-the-shelf of our platform partners where Experian Audiences are ready to activate. Built on trusted identity data and enhanced with partner insights, it’s where accuracy meets accessibility, helping brands power campaigns with confidence across every channel.
Latest posts
When we launched our data marketplace earlier this year, we set out to transform how the industry discovers and activates privacy-safe audiences and maintains addressability across display, mobile, and connected TV (CTV). Yieldmo was one of the first adopters and their story speaks volumes about what’s possible when flexible tech meets premium data. Large retail brand boosts in-store traffic with Yieldmo and Experian Yieldmo, an advertising platform known for its inventive, AI-powered creative formats and privacy-first inventory, partnered with Experian to support a leading athletic retailer’s campaign focused on driving in-store traffic. The goal? Attract in-store shoppers likely to purchase from competitors, particularly during key sales windows. Using Experian’s Audience Engine platform, which includes our proprietary and third-party data marketplace, Yieldmo built a high-performing, self-serve targeting strategy that included both conquesting and in-store shopper segments. With the ability to easily combine Experian Audiences and Partner Audiences, like those from Alliant, Circana, Webbula, and Sports Innovation Lab, Yieldmo quickly built precise apparel and footwear audiences. Using Experian’s identity graphs in Audience Engine, Yieldmo increased cross-channel addressability to maximize campaign scale and impact. “Experian’s data marketplace in Audience Engine fills a critical gap, letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast. The platform is flexible and the support is hands-on and reliable.”Abby Littlejohn, Director of Sales Planning at Yieldmo With self-serve setup that cut down manual work, the ability to build highly tailored audiences, and expected lift in store visits, Experian helped the team achieve standout results. "We selected Experian as our primary third-party data partner based on contract ease, audience quality, and speed. Through Experian, we can find high-performing audiences from multiple providers that meet our client’s targeting objectives. We include Experian audience segments in 80% of formal RFP proposals and are in active discussions on how to optimize for future campaigns—making Experian a go-to partner for third-party targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo More data, more reach: Experian’s data marketplace fuels smarter targeting across ad platforms Today, just months after launch, Experian’s data marketplace is gaining traction across the ecosystem. Over 10 platforms, including leading supply-side platforms (SSPs) and TV platforms such as Madhive, OpenAP, and Optimum, are now actively utilizing our data marketplace to enhance their activation capabilities. As privacy rules tighten and many identity signals start to fade, a lot of activation platforms are finding it tougher to reach their audiences. This is where our data marketplace shines, with one of the most comprehensive identity graphs out there, 126 million households, 250 million individuals, and over four billion active digital IDs, we make it easy to activate audiences while keeping addressability high across channels. We preserve accuracy when scaling to digital IDs via our identity graphs since Experian is rooted in offline data, which provides better connections and smarter targeting. “Our long-standing partnership with Experian and breadth of Experian's data marketplace, combined with the interoperable, direct matching methodology of our Open Identity solution, make it possible for OpenAP to enable advertisers and agencies to use best-in-class data partners to build audiences with the highest fidelity and consistently reach audiences at scale wherever they are consuming content across premium video.”Chris LoRusso, Chief Business Officer at OpenAP Experian’s data marketplace has grown to include over 20 premium data providers, such as: “We’re thrilled to bring PlaceIQ’s privacy-first, visit-based audiences to Experian’s marketplace, giving brands quick and easy access to high-intent shoppers. From recent big-box customers to yoga-studio regulars, advertisers can add real-world relevance to campaigns across every channel.”Brian Bradtke, Head of Partner Development, Precisely PlaceIQ These partnerships bring unique value to platforms looking to understand and engage audiences more effectively, whether through physical location intelligence, sports and fandom insights, or behavioral intent signals. What’s next We're focused on expanding our data ecosystem and helping platforms and marketers turn fragmented data strategies into a unified competitive advantage. If Yieldmo’s story is any indication, this is just the beginning. Let’s connect and explore how Experian’s data marketplace can help you drive more revenue, scale your audience reach, and stay ahead of privacy shifts. Connect with us Latest posts
Gaming companies sit at a unique crossroads: they’re part entertainment powerhouse, part tech platform, part media company. Whether you’re publishing blockbuster titles, running a mobile game network, or building immersive in-game ad experiences, you have access to vast amounts of player data—and massive potential for growth. What's standing in the way of growth and loyalty Video game publishers and platforms are increasingly turning to data to understand, engage, and retain their players. But that’s easier said than done. Here are the top challenges they face: Data lives in silos. Gaming companies often collect data across multiple platforms—console, PC, mobile—but can’t stitch together a full view of the player across devices and titles. Identity is hard to resolve. Players interact across games, apps, websites, and platforms. It’s tough to connect all those signals and create a consistent, personalized experience. Privacy is non-negotiable. Regulations are tightening. Any solution must not only be powerful—it must be privacy-safe. Ad performance is difficult to measure. It’s often unclear which campaigns are driving engagement, conversions, or purchases—especially across fragmented digital touchpoints. How Experian can help you win with data and identity Experian helps gaming companies stop leaving value on the table. We turn scattered player data into a single, unified view—giving you the foundation to better understand and engage your players. Our approach: Organize, enrich, activate 1. We clean and unify your data We help you build a solid identity foundation by resolving messy, duplicate, or outdated records across systems. That means your player data from mobile, console, PC, and web all connects—giving you a clear view of how your users engage across games and platforms. 💡 How it’s working: A global interactive gaming company is partnering with Experian to unify and enrich player profiles across systems—boosting the performance of both player engagement campaigns and in-game monetization strategies. 2. We deliver deep customer insights With Experian, you go beyond surface-level data. We help you understand player behaviors, financial attributes, interests, and lifestyle factors—fueling more personalized experiences, smarter segmentation, and better monetization strategies. 💡 How it’s working: A major game developer used Experian’s data enrichment tools to gain deeper insights into player behavior and financial attributes—enabling more personalized in-game offers, smarter audience segmentation, and stronger player retention. 3. We enrich profiles and help you activate across channels We enhance your player records with hundreds of attributes—so you can create custom segments that work. Then, we help you activate those audiences in real-time across digital, social, and programmatic platforms. 💡 How it’s working: A global gaming publisher used Experian to build custom audiences and activate across programmatic channels, driving higher in-game engagement and ad ROI. Turning audiences into ad revenue In addition to improving their own player marketing, gaming companies are unlocking a second growth engine: ad revenue from non-endemic brands. Much like retail media networks, game publishers and platforms are realizing the value of their audience data. From airlines and automakers to QSR and CPG brands, advertisers are taking notice of the high-value, high-intent audiences inside game environments. But to attract that ad spend, publishers need to offer more than impressions—they need precise audience targeting, cross-device identity, and reliable measurement. How Experian helps drive better ad performance To appear authentically to a gamer, you need to know who they are and what they care about. Experian helps marketers understand a person’s behaviors and preferences to enable relevant, personalized advertising. And since nobody wants to see the same ad ten times during a session, we help manage ad frequency across devices and placements to protect the player experience. Our approach: Extend reach, measure results 1. We expand your digital reach Experian makes it easier to find and connect with your players wherever they are—across devices, platforms, and publishers. We help you build scalable audiences you can reach programmatically and with precision. 💡 How it’s working: Unity, a leading gaming platform, is redefining the way marketers reach their audiences across major and emerging channels. They’ve tapped into Experian’s syndicated audiences to gain player insights and help advertisers connect with gaming audiences across mobile, web, and connected TV (CTV) based on behaviors and preferences. 2. We help you measure what matters Whether your goal is app installs, in-game purchases, ad engagement, or player retention, we help connect the dots. You’ll know which campaigns are driving action—and where to double down. 💡 How it’s working: A leading global game publisher is working with Experian to enrich player profiles, build and activate audience segments, and measure how campaigns drive in-game engagement and purchases—giving them a clearer view of ROI across digital channels. Why choose Experian Whether you’re trying to build stronger player relationships or turn your audience into a high-performing advertising engine, Experian gives you the data and identity foundation to make it happen. We help you: Organize and clean your player data Resolve identities across digital touchpoints Enrich your data with deep, actionable insights Build and activate target audiences Measure impact across the player journey Let's power up together We’re already supporting leading brands across the gaming ecosystem—from global game publishers and mobile app developers to in-game ad networks and gaming platforms. And we’re ready to help more companies harness the full power of their data. Get in the game with us 🎮 Latest posts
As a programmatic media partner for marketers and agencies, MiQ’s mission is to ensure their clients’ media investments are spent on the right audiences in the right environments. MiQ needed a stronger way to unify audience insights, increase scale, and improve efficiency amidst signal loss. To meet this challenge, MiQ integrated Experian’s Digital Graph into their Identity Spine, creating a more comprehensive view of their clients’ target audiences and ensuring their data-driven solutions remain effective, regardless of the signal source or identifier in use. What is Experian's Digital Graph? Experian’s Digital Graph is like a puzzle, connecting billions of digital identifiers to create a complete view of consumers. As signal loss makes targeting harder, our Digital Graph helps marketers stay connected by linking cookies, mobile ad IDs (MAIDs), hashed emails (HEMs), IP addresses, connected TV (CTV) IDs, and universal IDs, like Unified ID 2.0 (UID2) and ID5. We put the pieces together, matching first-party data to a variety of digital IDs for better targeting, measurement, and cross-device insights—so you don’t have to. Challenge: Strengthen targeting capabilities amidst signal loss MiQ needed to stay agile in its strategy and partnerships to ensure digital connectivity amidst ongoing signal loss. To maintain campaign performance and scale, MiQ sought privacy-first partners they could integrate into their Identity Spine. MiQ’s primary objectives included: Strengthen audience targeting across all digital environments, with or without cookies. Reach target audiences in privacy-compliant ways. Maintain or increase the scale — even as reliance on cookie-based targeting declines. The solution: Integrating Experian's Digital Graph into MiQ's Identity Spine MiQ incorporated Experian’s Digital Graph, licensing HEMs, UID2s, and third-party partner cookies, into their proprietary Identity Spine. MiQ’s Identity Spine seamlessly connects over 60 cookieless data feeds and 25 ID solutions. “Experian’s Graph has bolstered our already comprehensive, multi-ID Identity Spine with incredible data on cross-device ownership and cross-channel behavior.”Georgiana Haig, Strategy and Partnerships Director, MiQ Results: MiQ expanded the reach and scale of their Identity Spine The integration of Experian’s Digital Graph with MIQ’s Identity Spine enabled marketers to find, grow, and measure customers across screens even as signal loss evolves and traditional identifiers fluctuate. The integration allowed MiQ to: Create a unified view: MiQ now has a unified view of its clients’ target audiences, enhancing their audience understanding with the addition of 6.5 devices to each matched IP address, enhancing scale and targeting capabilities. Increase scale: By matching first-party data to multiple universal IDs, MiQ expanded its reach across devices, contributing to a 51% increase in seed audience reach and and a 64% increase in reaching using universal IDs. Improve efficiency: The combination of Experian’s data with MiQ’s Identity Spine improved cross-device ID resolution, leading to more accurate measurement and reporting with a 70% match rate in associating MiQ-provided IP addresses with universal IDs. Stay connected to your audience despite signal loss with Experian MiQ’s Identity Spine stays strong through their partnership with Experian, keeping audience targeting effective even as signal loss changes the landscape. Download the full case study to learn more about how Experian’s Digital Graph enabled MiQ to strengthen audience targeting despite ongoing signal loss. Download the full case study Contact us About MiQ MiQ is a global programmatic media partner for marketers and agencies, with 19 offices across Europe, North America, and the Asia-Pacific region. They specialize in connecting data from multiple sources to solve business problems for their clients. They are award-winning experts in data science, analytics, and programmatic trading, focused on ensuring clients’ media investments are spent on the right audiences in the right environments. To learn more, please visit www.wearemiq.com. Latest posts