Experian is excited to announce a solution tailored for retail media networks (RMNs). This offering enhances RMNs’ strength in first-party shopper data by using Experian’s #1 ranked identity and audience services. Experian’s solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue.
Helping RMNs maximize revenue with audience and identity solutions
As traditional brands continue to harness their rich first-party data, retail media has exploded as a new category for marketers to reach high-value audiences. Understanding the challenges RMNs face – such as expanded audience insights, cross-platform reach, and programmatic addressability – Experian’s solution transforms these challenges into lucrative opportunities. By partnering with Experian, RMNs will learn more about their customers, reach their customers beyond their owned and operated platforms, and show return on ad spend (ROAS) as customers move from ad exposure through to purchase.
Solutions to drive growth
As retail media continues to evolve with new players entering the space and existing players strengthening their positions, success depends on having a comprehensive understanding of your customers and effectively monetizing that knowledge. Experian’s solution – from identity and audience foundations to scaling inventory – offers several benefits to help RMNs grow their revenue:
- Identity resolution: While every RMN has a unique set of authenticated first-party data captured offline (e.g. personally identifiable information) or online, it only provides the RMN with a handshake tied to a subset of that customer or household’s addressable identity footprint. By partnering with Experian, RMNs will better understand their customers across the offline and digital worlds by utilizing the Experian Graph and our connection to 126 million households, 250 million individuals, and 3.8 billion digital IDs.
- Expanded insights: In addition to ensuring your data is clean and accurate, we can build detailed customer profile reports that help RMNs understand their customers beyond category buyers or purchase history. With actionable insights at your fingertips to enrich your customer profile, you can help advertisers precisely reach both your high-value customers and build accurate look-a-like audiences across both offline and digital channels.
- Create audiences: Enrich your first-party data with Experian Marketing Data – or our expanded network of Partner Audiences – to build custom segments for your advertisers to target. With over 5,000 marketing attributes, RMNs can offer advertisers the ability to go beyond category buyers and fill in any gaps on your customers, such as demographics, media preferences, and behavioral attributes.
- Maximize reach and distribution: Experian’s recent Third-Party Onboarding release empowers RMNs to easily move their audiences from their owned and operated platforms and into programmatic, TV, and social channels. This helps unlock the monetization of their audiences through Experian’s network of over 20 platforms, including The Trade Desk, Magnite, and others. With our self-service platform, native integrations, simple pricing, and best-in-class customer service, it is an “easy button” to extend the reach of your audiences and drive more revenue.
- Demonstrate success: Prove your network’s value with third-party measurement validation that you can promote to advertisers to drive increased spending. Experian’s Activity Feed solution helps you measure performance – and understand how ads impact shopping behavior – by providing you with data to connect ad exposures in one environment (e.g., web or connected TV) to an action in another (e.g., digital or in-store purchase).
Case study: How Experian enhanced addressability for a leading RMN
One of the leading retail media networks has been working with Experian since 2021 to help understand their customers, organize and expand their rich first-party shopper data, and activate across the digital ecosystem. Ahead of recent changes in digital addressability and privacy, Experian helped this RMN not be overly reliant on third-party cookies and anchored its first-party shopper data to more stable digital IDs like mobile ad IDs (MAIDs), hashed emails (HEMs), CTV IDs, and Unified I.D. 2.0 (UID2).
The results show that the addressability of their first-party shopper data increased by almost 300% across their owned and operated platforms and programmatic activation channels. The byproduct of expanded addressability is the persistence in reach and measurement of their audiences throughout the entire consumer journey.
“Accurate data is the backbone of effective retail media strategies, and Experian’s top-tier data solutions are critical for precise targeting and audience delivery. Experian’s advanced capabilities in data onboarding, customer audiences, and robust identity graphs allow advertisers to seamlessly reach the right audiences.”
Art Sebastian, CEO, NexChapter Inc.
The Experian edge
Experian powers data-driven advertising through connectivity. Here’s what sets us apart and ensures that your RMN is set up to win in this highly competitive and complex space:
- Persistent identity: We can help you find and reach your customers across the digital and offline world. Our deep understanding of people in the offline and digital worlds provides you with a persistent linkage of PII data and digital identifiers, ensuring you rich insights, accurate targeting across devices, improved addressability and measurable advertising.
- High-quality data: Better understand your customer’s behavioral and demographic attributes with our #1 ranked data covering 126 million households, 250 million individuals, and 3.8 billion digital IDs. We will make sure your data is clean, accurate, and can be used how you want.
- Superior connectivity: We bring data and identity to life in a way that meets your needs by securely sharing data between partners, utilizing our integrations across the ecosystem, and using our marketing data flexibly. Compared to the competition, Experian’s Third-Party Onboarding capabilities offer data providers a 50% increase in programmatic addressability and a 73% increase in CTV addressability.
Partner with Experian to achieve retail media success
Experian’s comprehensive data and identity solutions can help RMNs maximize their opportunity. Our goal is to ensure you capture the most advertising dollars and make your RMN operate at its peak performance.
Connect with a member of our team to learn how we can support your journey toward RMN success.
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us Identity resolution FAQs Why is identity resolution critical for CTV and cross-channel campaigns? Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web. What strategies help address the loss of cookies and mobile IDs? Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade. How can engagement translate into measurable results? Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration. What makes cross-channel targeting more effective? By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith VP Product, Data Products, Infillion Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts
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