2026 State of advertising report

As third-party cookies and mobile identifiers become less reliable, identity is shifting away from single-solution thinking. In 2026, identity serves as the connective infrastructure that links planning, activation, and measurement across connected TV (CTV), programmatic, commerce media, and walled garden environments.

In our 2026 State of advertising report, we explore how identity has evolved from an addressability tactic to foundational infrastructure. Building a resilient identity strategy requires diversification across multiple identifiers and partners to create continuity without over-reliance on any one solution.

Interview with Natalie Mancuso

SVP, Data Partnerships, DeepIntent

In this discussion, Natalie shares:

  • Why identity must shift from a single solution to diversified, connected infrastructure 
  • How interoperability, tokenization, and shared standards maintain consistency while preserving privacy and compliance 
  • Why attribution, incrementality, and outcome measurement depend on responsible, consent-driven identity 

A resilient identity strategy isn’t about betting on one solution or partner. It’s about connecting multiple identifiers to create continuity across the ecosystem. For healthcare, this means high-quality engagement at clinical moments of need and the ability to optimize and adapt in real-time.

Natalie Mancuso
DeepIntent

Explore Experian’s 2026 State of advertising report

This partner perspective is part of our 2026 State of advertising report, featuring leaders across agencies, commerce media, identity, mobile, privacy, and more. 

Download our full report to learn how identity connects with the other forces shaping advertising in 2026, and what advertisers must prioritize to drive measurable outcomes. 

Download our exclusive report

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