Agencies, platforms, and marketers stand at the crossroads of transformation, as privacy regulations tighten, technology accelerates, and consumer behaviors evolve. Yet these challenges also present extraordinary opportunities.
Our 2025 Digital trends and predictions report highlights five trends that will shape 2025 and digs into:
- What’s changing in the market
- How to keep learning about your customers
- How to reach your customers in different places
- How to measure what’s really working along the way
In this blog post, we’ll give you a sneak peek of three of these trends — from cracking the code of signal loss to tapping into the buzz around connected TV (CTV) and stepping up your omnichannel game. Think of it as a taste test before the main course. Ready for the full menu? Download our report to get the lowdown on all five trends.
1. Signal loss: A rich appetizer of alternate ingredients
As traditional cookies crumble, marketers need fresh ingredients to keep the flavor coming. Already, about 40% of browser traffic doesn’t support third-party cookies, and marketers are spicing things up with first-party data, alternative identifiers like Unified I.D. 2.0 (UID2) and ID5, and contextual targeting strategies. In fact, 50% more of our clients received alternative IDs (UID2, ID5, Hadron ID) in their Digital Graph in 2024 compared to 2023. The number of alternative IDs resolved to individuals in our Digital Graph increased by 30% year-over-year – as everyone looks beyond the cookie jar.
There is no secret sauce to replace cookies. Instead, expect a multi-ID recipe that brings together different identifiers, unified by an identity graph. This approach turns a fragmented pantry of data into a cohesive meal, giving you a complete view of your customer on every plate.
2. The rising power of CTV: A hearty entrée of opportunities
CTV is quickly becoming the main dish on the streaming menu, as viewers load up on their favorite shows. While CTV is slated to make up 20% of daily U.S. media consumption by 2026, advertisers are still holding back on pouring in the ad spend. To unlock its full flavor, marketers need to whip up solutions like frequency capping and unified audience activation.
Although CTV will account for 20% of daily U.S. media consumption by 2026, it’s projected to command only 8.1% of ad spend. Frequency capping and unified audience activation solutions will be key to unlocking CTV’s full potential.
By 2025, nearly half of CTV “diners” will choose free ad-supported streaming TV (FAST). Marketers need strategies to prevent ad overexposure. With 50% of U.S. consumers avoiding products due to ad overload, and 30% of marketers willing to increase their CTV spend if frequency capping improves, unified identity solutions help ensure every impression is served just right.
3. Omnichannel: A flavorful fusion plate
No one likes a one-flavor meal. Marketers are moving beyond single-channel “side dishes” to omnichannel “fusion feasts” that blend direct mail, digital, CTV, and retail media networks (RMNs) into a truly cohesive culinary experience. Even though only 21% of global B2C professionals currently put omnichannel at the top of their shopping list, the growing demand for seamless, audience-first campaigns is heating up.
In 2025, having an audience-first approach will be like having a perfect pairing for every course. Unified identity solutions act as your master sommelier, ensuring that each channel complements the next, and every customer enjoys a well-rounded, memorable journey.
Vertical trends: A dessert sampler from four unique kitchens
Different markets have their own signature flavors.
- In Auto, crossover utility vehicles (CUVs) claim 51% of new vehicle registrations, and consumers in the 35-54 age group and families are the primary buyers. Automotive marketers should prioritize CUV advertising with a strong focus on family-oriented and income-appropriate messaging
- In Financial Services, marketers need to anticipate shifts in consumer behavior tied to economic conditions, such as increasing demand for deposit products when interest rates are high. For insurance, aligning campaigns with life events, like new home purchases or marriage, can maximize engagement.
- In Healthcare, advertisers are prioritizing personalized, regulation-compliant campaigns that address social determinants of health (SDOH).
- In Retail, advertisers are increasingly activating on both CTV and social platforms, with many managing their own in-house campaigns. While larger brands often rely on media agencies, a shift toward in-house media buying is emerging among some bigger players, offering more control over audience targeting and performance metrics.
Our report covers each vertical’s unique menu, helping you select the right “ingredients” for your customers. With the top Experian Audiences on hand, you can create feasts that delight, nourish, and convert.
Hungry for more? Download our full menu
The three “samples” you’ve just tasted are just the starters. Our 2025 Digital trends and predictions report serves up five insights, complete with strategies, data, and tools to help you adapt, scale, and thrive in 2025.
Ready for the full menu? Download our report now and discover all five trends that will shape your marketing “cookbook” in 2025. Bon appétit!
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With campaigns applied to seven major holding companies, Tapad continues to see healthy adoption with The Trade Desk clients NEW YORK, NY – August 23, 2017 – Tapad, now a part of Experian, the leader in cross-device marketing technology, today announced its ongoing momentum with The Trade Desk, Inc. (Nasdaq: TTD), a global technology platform for buyers of advertising. Tapad is providing cross-device segments from the groundbreaking Tapad Device GraphTM through The Trade Desk’s platform. Since 2015, Tapad has seen steady growth in the use of its cross-device data across The Trade Desk platform. This forward progress continues, as 1H2017 saw important milestones for Tapad. Seven major private and independent holding companies now apply Tapad’s data to their campaigns, in addition to more than 1,500 unique brands. Tapad’s proprietary Device GraphTM connects billions of devices, providing unified and insightful data for brands, agencies, and marketers across the globe. Several of these clients, representing varying industries from financial, to auto, CPG and retail, apply Tapad’s data across a number of key tactics and strategies, including: first party CRM extension, third party audience extension, cross-device retargeting, cross-device frequency management, and more. Clients in these verticals continue to rely on Tapad’s cross-device data, as Tapad saw the amount of usage by financial and retail clients grow by four times over the past year, and double for automotive and CPG clients. “We are pleased to offer our clients access to Tapad’s device graph”, said David Danziger, VP of Data Partnerships, The Trade Desk. “Their cross-device identification capabilities have been a powerful addition to our omnichannel platform.” “This integration is a shining example of the amplifying effect of two of the best platforms working together,” said Chris Feo, SVP of Global Partnerships at Tapad. "Clients leveraging Tapad's Device Graph in The Trade Desk platform have the potential to see higher returns and reach with access to substantial cross-device data, as well as a very effective media platform." Contact us today!
Tapad Device Graph™ and Sojern’s mobile offering unify travel intent signals; achieve amplification rate of more than 600 percent NEW YORK, June 15, 2017 — Tapad, a part of Experian, the leader in cross-device marketing technology, is partnering with Sojern, travel’s direct demand engine, to provide marketers with an even stronger understanding of travelers as they research and shop across multiple devices. Combined with its 350 million global traveler profiles and billions of predictive purchase intent signals, Sojern utilizes the Tapad Device Graph™ to resolve the complex travel consumer journey, target travelers more precisely, and derive more actionable insights for its travel clientele. According to Sojern’s research, travelers visit hundreds of websites preceding their trip purchase, with some consumers reaching upwards of 450 touchpoints prior to booking. Sojern’s partnership with Tapad will help unify these touchpoints across devices, enabling travel brands to more effectively nurture and engage potential buyers during the purchase process, regardless of which device they use. “Sojern’s been focused on travel for over a decade, helping brands activate predictive purchase signals and leverage our traveler profiles into effective performance marketing campaigns,” said Mat Harris, Sojern’s VP of Product, Enterprise Solutions. “The cross-device insights we gain from the Tapad Device Graph provide a valuable tool for our customers to reach travelers across devices in real-time and at scale, on the right device.” Prior to selecting Tapad as its cross-device partner, Sojern surveyed several probabilistic and deterministic cross-device vendors and performed an extensive global test. The test was an examination of scale, match rate and several other factors, which enabled Sojern to learn as much as possible about each vendor. After examining the final test results, Sojern selected Tapad based on its excellent test performance, tried-and-true experience in the market and complimentary business model. To date, Sojern has already seen an amplification rate of more than 600 percent as a result of the integration, meaning that the Tapad Device Graph is connecting an average of six or more device and browser IDs for every one existing Sojern ID. “Not only is Sojern a compatible partner for our singular Device Graph capabilities, but they are also an incredible data partner to help expand our work in the travel industry,” said Pierre Martensson, SVP and GM of Tapad’s global data division. “Working with the team at Sojern allows us to solve a true challenge within the travel industry today: creating a unified view of customers so travel brands can better understand and access their key audiences at every point along their path to purchase.” Contact us today!
Leading data insights and cross-device-powered services bridge mobile insights with connectivity to drive real-time consumer intelligence NEW YORK, May 17, 2017 /PRNewswire/ — Tapad, now a part of Experian, the leader in cross-device marketing technology, has partnered with Resonate, a leading provider of real-time consumer intelligence and activation SaaS solutions. Through this partnership, Resonate will leverage the Tapad Device Graph™ to capture a deeper understanding of its mobile app audiences and provide brands with a more direct connection to their intended consumers. The integration of Resonate and Tapad's technologies equips mobile app brands with insights into their consumers' values, beliefs, motivations and purchase drivers. As a result, mobile app brands will better understand how to tailor messaging, drive advertising engagement, increase lift in performance across mobile consumers and ultimately boost revenue and returns. Utilizing the advanced data that the Tapad Device Graph™ provides, Resonate will create an Identity Service that connects mobile IDs to Resonate IDs for reporting insights both in-platform and out. To date, Tapad and Resonate have already driven incremental device connections for nearly 60 percent of customer profiles with an amplification rate of more than 120 percent, resulting in more than 400 million net new IDs within Resonate's user base. "After testing multiple partners over the course of 12 months, it was clear that Tapad was the partner for us, given their ability to provide cross-device connectivity for more than one billion unique IDs against our consumer base," said Joel Pulliam, SVP and chief product officer at Resonate. "In addition, Resonate customers have an inherent trust in Tapad's mix of probabilistic and deterministic mobile connectivity data to provide a unified understanding of their mobile audiences." "Partnering with Resonate will not only provide its brands with a more in-depth and actionable understanding of its consumers, but it will also allow our clients to connect with mobile consumers on a deeper level," said Pierre Martensson, SVP and GM of Tapad's global data division. "Resonate is not just answering the question of 'how' consumers are making purchases, but also tackling the more difficult question of 'why' they make certain buying decisions to best inform mobile brands about their audiences." Contact us today!