In the ever-evolving and soon-to-be cookieless advertising world, brands and agencies need help finding and maintaining access to accurate and comprehensive marketing data that enables them to reach the audience segments that matter most. Flashtalking by Mediaocean and Experian have a collaboration in place to do just that. Through this partnership, Experian’s more than 2,400 syndicated audiences are available for activation within the Flashtalking platform and its Social Ads Manager.
“There are a lot of audience segments and data disappearing within the advertising industry right now because of the deprecation of third-party cookies, but Experian’s syndicated audiences are built for this new privacy-first world. Through this partnership, Flashtalking’s clients gain access to some of the industry’s most actionable on-the-shelf and custom audience capabilities for activation and targeting across the publishers and social platforms that matter most. It’s as easy as identifying the segments that matter to your brand and activating them everywhere they exist with a few simple clicks.”
– Ben Kartzman, COO, Flashtalking by Mediaocean
This partnership unites the power of Flashtalking’s best-in-class independent omnichannel advertising platform with Experian’s comprehensive audience intelligence, which spans 126 million households and 250 million consumers.
“For the same reason that brands are investing more deeply in first-party data in the wake of third-party cookie deprecation, having access to the right audience segments has never been more important. Mediaocean offers access to the only independent ad server that’s powering truly omnichannel, personalized experiences, and we’re thrilled to be amplifying their ability to do that through Experian’s expansive audience segments.”
– Colleen Dawe, Director, Sell-Side Sales, Experian
The Flashtalking Social Ads Manager has long-standing relationships and technical integrations with all major platforms, including Facebook, Google Demand Gen, Instagram, LinkedIn, Pinterest, Snap, TikTok, and a forthcoming integration with Reddit. Experian data can be deployed through custom and syndicated segments within these platforms, providing clients with both reach and precision.
The power of the Experian – Flashtalking collaboration
Benefits to marketing organizations that tap Experian data and audience segments via the Flashtalking platform include the following:
- A unified customer view: Marketers can use Experian’s comprehensive data within Flashtalking to create a unified view of the customer across multiple channels. This helps craft cohesive marketing strategies that deliver consistent messages, enhancing customer experiences and brand perception.
- Enhanced targeting and personalization: Marketers can access Experian’s detailed audience segmentation and insights within Flashtalking to target campaigns effectively. They can personalize messages at scale based on demographic, psychographic, and behavioral data to increase engagement and conversion rates across all channels.
- Optimized cross-channel strategies: With Flashtalking’s cross-channel capabilities, marketers can integrate Experian’s insights to understand how different segments interact with various channels. This enables the design of optimized cross-channel strategies that cater to the preferences and behaviors of different audiences.
- Data-driven decision-making: This partnership combines Experian’s in-depth consumer insights with Flashtalking’s analytics and reporting tools to help marketers make informed decisions. This data-driven approach can improve campaign performance, optimize media spend, and reveal untapped market opportunities.
- Local market activation: Marketers can also use Experian’s geographic and location-based data within Flashtalking to tailor campaigns to local markets. This localized approach can enhance relevance and response rates, providing a competitive edge in regional marketing efforts.
- Improved media efficiency: This collaboration also enables organizations to harness the power of Experian’s data within Flashtalking to improve media planning and buying. They can identify the most effective channels and timeframes for reaching specific audiences, leading to more efficient and cost-effective media investments.
Why choose Experian in Flashtalking
For over 50 years, we have been a trusted single-source provider of data management solutions. Our expertise in offline and digital identity has enabled us to curate data from over 200 direct and active sources, offering a comprehensive view of consumers with granularity, accuracy and scale. Using this data, we can craft our syndicated audiences to cover many verticals and specialty categories.
For example, a Flashtalking client in the automotive industry can supercharge its campaign efforts. Experian has found that automotive advertisers build segmentation using four major data categories:
- Automotive
- Demographics
- Lifestyles and Interests
- Retail Shoppers: Purchase-Based
Directly within the Flashtalking platform, multiple syndicated audiences from Experian in each major data category specific to automotive are available that brands and agencies can activate on-the-shelf to reach consumers with targeted messaging and retargeting.
Experian and Flashtalking are future-proofing advertising
Together, Flashtalking and Experian will ensure advertisers can continue to deliver personalized, relevant, and impactful messages and experiences to consumers despite ongoing shifts within the data-driven marketing landscape, including the deprecation of third-party cookies in Chrome. This partnership offers greater access to audience segments built on privacy-safe insights with expansive reach, scale, and flexibility.
Connect with us to learn more about how you can access Experian’s syndicated audiences through Flashtalking by Mediaocean.
About Flashtalking by Mediaocean
Flashtalking unleashes the power of creative to make media work better. As the leading independent platform for personalization and intelligence across all marketing channels, our Creative Ad Tech bridges the gap between creative and media. We provide AI and automation to connect the silos between teams and deliver more efficient production, versioning, and distribution of creative. Our solutions operate at scale across CTV, Video, Display, Social, Native, Audio, DOOH, and Retail Media channels. As part of Mediaocean, Flashtalking is tied into the industry’s core ad infrastructure for omnichannel planning, buying, and billing. Visit flashtalking.com to learn more.
Latest posts
Kevin Dunn shares his thoughts after 30 days as Experian’s new Chief Revenue Officer.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris rhoncus augue sit amet mi rutrum, et egestas neque hendrerit. Aenean quis lectus dui. Quisque vitae posuere lectus. Nulla varius tincidunt mauris ut pharetra. Pellentesque semper mauris risus, et varius ante pretium ut. Duis varius ante a augue sodales, in consequat augue vehicula. Suspendisse potenti. Donec massa leo, efficitur vel eros ac, facilisis luctus massa. Ut pharetra eros diam, in fringilla neque elementum et. Morbi velit mauris, blandit et congue eu, convallis non augue. Curabitur porta sodales tellus vel porta. Morbi vel felis non neque efficitur venenatis. Nullam lobortis blandit ex id mollis. Donec euismod iaculis rutrum. Heading Description Heading Description Heading Description Vestibulum sed quam elit. Quisque bibendum nulla quam, non gravida tellus venenatis id. Ut a tellus facilisis, elementum ipsum ut, sodales orci. Nullam justo leo, condimentum in volutpat eu, gravida vel est. Ut placerat nulla erat, vel finibus lorem gravida at. Vivamus quis est id diam rhoncus blandit. Cras dignissim auctor diam, lobortis consectetur felis. Nulla accumsan lorem et augue pulvinar fermentum. Quisque ac nisl suscipit, imperdiet mauris eget, dignissim augue. Quisque tempus condimentum rhoncus. Vivamus in blandit nisi. Suspendisse sed metus rhoncus, vehicula nulla laoreet, volutpat neque. Morbi viverra in lacus id gravida. Aliquam velit ex, blandit at metus a, efficitur rutrum tortor. Fusce facilisis, nulla eget dapibus sagittis, sapien justo rhoncus nisi, ut placerat velit orci at velit. Sed finibus turpis ligula, et fermentum ligula rhoncus sit amet. Our 2026 Digital trends and predicitions report is available nowand ereveals five trends that will define 2026. From curation becoming the standard in programmatic to AI moving from hype to implementation, each trend reflects a shift towards more connected, data-driven marketing. The interplay between them will define how marketers will lead in 2026. Download now
Why an identity framework matters more than any single identifier The challenge facing marketers today isn’t a single identifier on a deprecation timeline. It’s the increasing fragmentation of signals and identifiers across browsers, devices, apps, and platforms. This shift introduces complexity into how audiences are reached and measured, as signals behave differently in every environment, and it becomes more complex to piece together a complete view of the consumer. Each environment contributes to its own set of visibility gaps, making identity less predictable and more uneven. The result is a patchwork of inconsistent identity signals rather than a single, predictable decline. While you can’t control how platforms evolve, you can control how you respond to fragmentation. The future won’t be defined by the loss of any single identifier, but by your ability to unify, interpret, and activate the many signals that remain. Marketers who adopt a flexible, identity framework will be best positioned to create consistency in an otherwise fragmented landscape. At Experian, we believe flexibility starts with intelligence. For decades, we’ve used AI and machine learning to help marketers understand people’s behavior more clearly, respect their privacy, and deliver messages that drive business outcomes. Our technology brings identity, insight, and intelligence together, so even as the number of signals grows and becomes more varied across environments, marketers can reach the right people with relevance, respect, and simplicity. This intelligence acts as the connective tissue across fragmented ecosystems, ensuring marketers can recognize and reach audiences consistently wherever they appear. What forces are driving fragmentation in identity and signals? Changes to traditional IDs: Since Apple introduced ATT, access to IDFA has become inconsistent across apps and devices. Google’s evolving Android privacy roadmap adds another layer of variability, fragmenting mobile addressability. Safari and Firefox have long restricted third-party cookies, while Chrome continues to support them for now. This creates different signal availability across browsers, contributing to an uneven and increasingly fragmented identity landscape on the open web. Shifts in signals: IPv4 to IPv6 migration introduces mismatched identity structures that complicate continuity across environments. Platform-driven fragmentation: Closed ecosystems and uneven adoption of evolving RTB standards (like OpenRTB 2.6 updates designed to support new identifiers and consent signals) create differences in which identifiers and consent signals are shared in the bidstream. At the same time, the rise of alternative or “universal” IDs—often developed by individual platforms, publishers, or technology companies—means that multiple ID types can appear within the same auction, each with its own structure, rules, and level of support. These differences reduce interoperability across platforms and contribute to a more fragmented activation landscape. Each change creates an identity silo. Together, they form an ecosystem defined by fragmentation rather than absence. Without an identity framework, these environments operate as disconnected identity islands. A multi-ID world requires a unified identity framework Alternative IDs play an important role, but they also expand the number of signals marketers must reconcile. Without a consistent identity layer, more IDs often mean more complexity—not more clarity. Common alternative IDs in use today: UID2: The Trade Desk’s UID 2.0, an iteration of their original Unified ID 1.0, which was still reliant on third-party cookies, creates persistent IDs with user-provided email addresses and phone numbers. ID5: This independent identity provider builds an identity infrastructure that powers addressable advertising across channels. It can create an ID based on both deterministic and probabilistic data. Hadron ID: Hadron ID is a unique, interoperable identity system (including first-party, audience-based, contextual, deterministic, and probabilistic) developed by Audigent, now part of Experian, to drive revenue for publishers by making their audience data and inventory actionable for media buyers. Industry reports suggest roughly one-third to two-fifths of open-auction traffic carries alternative IDs, sometimes multiple per request. Among Experian clients, adoption of alternative IDs rose 50% year over year, with a 30% increase in IDs resolved to individuals via our Digital Graph. Identity isn’t disappearing; it’s multiplying. A modern identity framework resolves these identifiers into a single, privacy-safe consumer view.