Experian, the leader in powering data-driven advertising through connectivity, is thrilled to unveil our latest solution, Digital Graph and Marketing Attributes. This joint solution supplies marketers and platforms with the insights and connectivity needed to understand who their customers are and reach them across digital channels.
The uncertainty around third-party cookies in Chrome and the overall decline in signal complicates the industry’s ability to reach the right consumer. Omnichannel media consumption results in scattered data, making it harder for marketers and platforms to understand consumer behavior and reach them across channels. These challenges call for a comprehensive solution.
Our Digital Graph and Marketing Attributes solution addresses these challenges by providing identifiers for seamless cross-channel engagement. By adding Marketing Attributes, like demographic and behavioral data, marketers and platforms also gain a better understanding of their customers. This solution uses Experian’s Living Unit ID (LUID) to combine offline and digital data, giving customers deeper insights into consumer behavior, greater audience reach, and improved cross-channel visibility.
Benefits of Digital Graph and Marketing Attributes
Both our Digital Graph and Marketing Attributes provide value to clients as standalone products. When clients license our Digital Graph and Marketing Attributes joint solution, they have more data at their fingertips, unlocking:
- Consumer connectivity: When clients license Experian’s Digital Graph, they get access to digital identifiers like mobile ad IDs (MAIDs), connected TV (CTV) IDs, hashed emails (HEMs), and universal IDs so they can target the right consumers with the relevant messages across all digital media channels.
- Consumer insights: Experian’s 5,000 Marketing Attributes provide our clients with detailed consumer information and insights, such as age, gender, purchase behaviors, and content consumption habits. Marketing Attributes help clients create more relevant messaging and informed audience segmentation.
Client examples
How OpenX offers richer targeting and more connectivity with Experian
OpenX is an independent omni-channel supply-side platform (SSP) and a global leader in audience, data, and identity-targeting. With industry-leading technology, exceptional client service, and extensive scalability across all formats, including CTV, app, mobile web, and desktop, OpenX has a legacy of innovating products that enhance buyer outcomes and publisher revenue while addressing complex challenges in programmatic.
In recent years, OpenX has licensed Experian’s Digital Graph with identifiers, contributing to the SSP’s largest independent supply-side identity graph, which offers advanced audiences to buyers and improved data resolution to content owners.
More recently, OpenX licensed Experian’s Marketing Attributes to enrich its supply-side identity graph, which includes IPs, MAIDs, and client IDs, with a variety of attributes. This strategic move has helped OpenX’s clients benefit from enhanced consumer insights and addressability, in turn delivering greater reach to the demand side and higher revenue for publishers, despite industry signal loss.
“We built on our long-term partnership with Experian to enrich our digital IDs with Experian’s Marketing Attributes, which help provide buyers better insights to audiences, thereby helping our publishers monetize their inventory. With partners like Experian, OpenX effectively facilitates the value exchange between demand and supply, ensuring our partners are able to drive results for their business in the era of signal loss”
Craig Golaszewski, Sr. Director of Strategic Partnerships, OpenX
How StackAdapt licenses our product bundle to address three different use cases
StackAdapt is the multi-channel programmatic advertising platform trusted by marketers to deliver exceptional campaigns. They drive superior results through a variety of solutions, like contextual and first-party targeting, brand lift measurement, and optimization through insights.
StackAdapt licensed a similar yet unique product combination, our Digital Graph and our Audiences. StackAdapt uses the Digital Graph to allow clients to onboard their first-party data in a seamless, self-serve manner that allows them to further segment their data using Experian Audiences.
“StackAdapt has been recognized as the most trusted programmatic platform by marketers, and with the integration of Experian’s Digital Graph and Audiences, we are strengthening our leadership in the space. This partnership improves our ability to deliver precise cross-channel segmentation, reach, and measurement, helping advertisers run more successful campaigns. Our collaboration with Experian allows us to offer a differentiated solution in the market and ensure our clients can deliver the most precise and impactful ads to their audiences.”
Denis Loboda, Senior Director of Data, StackAdapt
We recently announced a new partnership with StackAdapt. This collaboration brings the power of Experian’s identity graph, syndicated and custom audiences directly to the StackAdapt platform. Read the full details in our press release here.
Four ways to use Digital Graph and Marketing Attributes
When these two products come together, our clients have a 360-degree view of their consumers, which helps them power four critical use cases:
- Analytics and insights: Learn more about your consumers by connecting our Marketing Attributes with our Digital Graph’s identifiers. For example, a retailer can discover that their recent customers over-index as pickleball fans and players, leading the retailer to sponsor a professional pickleball event.
- Inventory monetization: When supply-side partners know their audience better, they can attract advertisers in search of that audience. For example, a publisher might find out that their audience is full of pickleball fans, leading them to reach out to brands that want to reach this audience.
- Activation: Companies with access to more digital identifiers from our Digital Graph can reach more people, while controlling frequency across channels. A company might know that they want to reach pickleball fans. Now, they have the digital identifiers needed to reach pickleball fans across all digital channels where they consume content, leading to increased reach.
- Measurement and attribution: Use the Digital Graph’s support for various digital identifiers to understand all consumer touchpoints, from media impressions to conversions. Then, lean on our Marketing Attributes to determine who your messaging resonated with. For example, a company uses our Digital Graph to know if it was the same individual who was exposed to an ad on CTV and converted via e-commerce. On top of that, the company can use our Marketing Attributes data to find out that the people who purchased were overwhelmingly pickleball fans.
Connect with us to learn more about how our Digital Graph and Marketing Attributes joint solution can provide the data and insights you need to create, activate, and measure cross-channel media campaigns.
Latest posts
Privacy-forward pharma media supports more informed healthcare journeys Effective pharma marketing depends on reaching patients, caregivers, and healthcare professionals (HCPs) with useful information in appropriate, privacy-forward ways. The goal is to make relevant education easier to find, support more informed conversations, and help brands understand how media contributes across the health journey. In this Ask the Expert session, Natalie Mancuso, SVP, Data Partnerships at DeepIntent, joins Sheila Wirick, who leads the health team at Experian, to discuss how to craft patient and HCP campaigns, privacy-safe activation workflows, connected TV (CTV), and measurement approaches built for pharma. Why should your media plan start with understanding the patient and provider The patient-and-provider journey should inform your media plan, as treatment decisions in pharma are increasingly informed, personal, and patient-driven. With more health information available than ever, patients are playing a more active role in understanding their options and participating in treatment conversations. As other industries become more customer-centric, pharma media planning needs to become more patient-centric. “We’ve got patients who are more informed, more involved in their treatment decisions than ever. The accessibility of data and information and the ways we can consume it with just AI alone is so vast that if we’re not arming people with the right information in real time, we’re missing the boat.”Natalie Mancuso, SVP, Data Partnerships This means media should be aligned to where a patient or provider is in the decision journey and what they need at that moment. Early on, media may play an educational role by building awareness of a condition, symptom, or treatment category. Later, it may help support more specific questions, treatment consideration, access, affordability, or adherence. The patient-provider conversation remains the key boundary. That exchange should stay private and clinically led. Media can play a valuable role before and after those moments by offering information that helps patients and providers feel more informed. How can brands connect patient and HCP messaging responsibly? It’s critical for agencies and brands to deliver relevant messaging to inform each stakeholder’s needs throughout the treatment journey, especially ahead of key clinical milestones. To execute this, brands must exercise privacy-forward activation, keeping patient and HCP identity, activation, and measurement paths separate, while using a common workflow layer to support the same brand goal. Experian helps pharma marketers do this by acting as an independent, privacy-forward identity, data, and workflow layer. We bring together high-fidelity matching, governed onboarding, and non-clinical consumer context, so patient and HCP engagement can be activated more accurately across channels and connected to reporting. The distinction is not only where each audience is reached. HCPs may be engaged in both professional and personal environments, but their needs are different from patients’. For example, an HCP may receive messaging about co-pay savings for eligible patients, while a patient may receive information about patient support programs. These are different messages for different audiences, but they ladder up to the same goal: informing both parties in a privacy-forward, relevant way. Hear from Natalie Mancuso in our 2026 State of advertising report In our 2026 State of advertising report, Natalie shares why identity serves as the connective infrastructure that links planning, activation, and measurement across connected TV (CTV), programmatic, commerce media, and walled garden environments. Download the report Watch Natalie’s Q&A What does privacy-forward activation look like in pharma? Pharma brands often start with fragmented patient and HCP signals. Privacy-forward activation turns those inputs into usable audiences by first confirming that the data can be used, then translating identity in controlled environments that protect personally identifiable information through tokenization or other methodologies. For DTC, that means building and matching audiences without relying on inferred health conditions from browsing behavior. For HCPs, it means connecting professional identity to verified sources in a way that supports activation and measurement. In a category shaped by HIPAA, state privacy laws, internal review, and consumer sensitivity, building privacy in from sourcing through activation is what makes responsible health media possible. How can CTV play a more useful role in pharma? CTV can play a more useful role in healthcare when it’s connected to a larger, privacy-forward plan and not treated as just an awareness channel. DeepIntent connects CTV and digital exposure data using identity signals, such as National Provider Identifiers (NPIs), hashed email addresses, IP addresses, device IDs, and household signals, where permitted and reviewed. That identity layer helps support sequencing and suppression across streaming, endemic, mobile, and digital settings. In practice, CTV can introduce targeted education or broad brand awareness, and later touchpoints can provide sequential information in the right channels. Instead of repeating the same message, brands can make pivots based on engagement and context. “For us, it starts with identity and not panels. When we’re resolving CTV and digital exposures to the same person, we’re leveraging signals so that every touchpoint across streaming, endemic, and mobile is recognized as the same individual, not model lookalikes.”Natalie Mancuso, SVP, Data Partnerships For pharma, campaign performance should not be measured by reach alone. A stronger approach looks at whether sequenced engagement contributes to meaningful downstream signals, including: Prescription activity Provider engagement Referral patterns Patient compliance Adherence signals, where measurement is permitted Why should messaging and reporting change in pharma? Pharma campaigns are journeys with changing information needs. Reporting should guide the campaign optimization. “If I’m launching into a market with a new class of drug, I’m asking what education needs to be put into the market – from both an HCP and a consumer standpoint – to build awareness?”Natalie Mancuso, SVP, Data Partnerships Clicks and website visits still have a place, but they can’t tell the full pharma story. DeepIntent processes data in real time, giving brands an up-to-date read on how media connects to campaign engagement. Campaign signals can help teams optimize audience logic, creative, channel mix, or sequencing during a live campaign. Heading Test for Media & Text Block Content Test for Media &Text Block Learn more Heading Test for Media & Text Block Content Test for Media &Text Block Learn more Heading Test for Media & Text Block Content Test for Media &Text Block Learn more Explore how privacy-safe pharma activation can make an impact Experian brings marketing data and identity expertise for health marketing and DeepIntent adds pharma-specific activation experience. Together, we help brands connect patient and HCP strategies responsibly, with privacy built in from the start. Watch the full video with our experts to hear Sheila Wirick and Natalie Mancuso discuss patient and HCP messaging, CTV, privacy-safe activation, and outcome measurement for pharma brands. About our experts Natalie Mancuso SVP, Data Partnerships, DeepIntent Natalie Mancuso is SVP, Data Partnerships at DeepIntent and a leader in health-focused AdTech and DSP strategy. With over 20 years of experience growing billion-dollar healthcare brands, she turns complex data into scalable, performance-driven solutions that keep marketers ahead of industry change. Sheila Wirick Director of Health Sales, Experian Sheila Wirick is the Director of Health Sales at Experian with more than 20 years of experience in data and analytics. As Director of Health Sales at Experian Marketing Services, she collaborates with healthcare, pharmaceutical, and nonprofit organizations to apply data and insights that enhance customer retention, brand awareness, and acquisition. She is committed to helping organizations use data to deliver measurable results and meaningful impact. FAQs What makes a pharma audience activation-ready? A pharma audience is activation-ready when patient or HCP inputs can be translated into usable audiences with the right accuracy, controls, interoperability, and destination readiness. For patient engagement, that may include privacy-safe cohort construction, caregiver logic, non-clinical enrichment and appropriate exclusion rules. For HCP engagement, it may include governed identity inputs such as NPI, specialty, practice location, professional address and other verified attributes where appropriate. How can pharma brands sequence messages across channels responsibly? Pharma brands can sequence messages responsibly by giving each channel a clear role and using audience logic to maintain continuity. CTV and out-of-home can support awareness, social can reinforce the message, search can capture active research and point-of-care or rep-triggered channels can support decision moments. The workflow should preserve separation between patient and HCP identity strategies. What should pharma marketers measure beyond clicks and site visits? Pharma marketers should measure whether media connects to outcomes such as audience quality, prescription activity, qualified HCP engagement, verified delivery, referral patterns, therapy starts or adherence signals where permitted. These outcomes often depend on partner-enabled workflows, clean rooms, and aggregated outputs rather than direct end-to-end tracking. How does Experian help pharma brands connect identity, activation and measurement? Experian acts as an independent privacy-first identity, data, and workflow layer for pharma marketers. We help brands bring together identity, high-fidelity matching, governed onboarding, non-clinical consumer context, and partner interoperability so patient and HCP engagement can be activated more accurately across channels and connected more cleanly to partner-enabled measurement. Latest posts
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Use case #1: Identifying customer spending potential to boost growth for a retail chain Objective Solution Results The solution By syncing its cookies with the Digital Graph, the DSP gained access to related identifiers, including: This expanded identity universe gave the DSP a unified view of individuals and households, making it possible to connect impressions to conversions across devices and channels. With each weekly refresh, attribution models stayed accurate and up to date, turning fragmented signals into proof of performance. Results Within weeks, the DSP saw measurable improvements