Consumers engage with content and advertisements across various devices and platforms, making an identity framework essential for establishing effective connections. An identity framework allows businesses to identify consumers across multiple touchpoints, including the relationships among households, individuals, and their devices. Combined with a robust data framework, businesses can understand the relationship between households, individuals, and marketing attributes. Consequently, businesses can tailor and deliver personalized experiences based on individual preferences, ensuring seamless consumer interactions across their devices.
We spoke with industry leaders from Audigent, Choreograph, Goodway Group, MiQ, Snowflake, and others to gather insights on how innovations in data and identity are creating stronger consumer connections. Here are five key considerations for advertisers.
1. Embrace a multi-ID strategy
Relying on a single identity solution limits reach and adaptability. Recent data shows that both marketers and agencies are adopting multiple identity solutions. By embracing a multi-ID strategy with solutions like Unified I.D. 2.0 (UID2) and ID5, brands can build a resilient audience targeting and measurement foundation, ensuring campaigns remain effective as identity options evolve across channels.
A diversified identity approach ensures that advertisers are not left vulnerable to shifts in technology or policy. By utilizing multiple ID solutions, brands can maintain consistent reach and engagement across various platforms and devices, maximizing their campaign effectiveness.
“I don’t think it will ever be about finding that one winner…it’s going to be about finding the strengths and weaknesses and what solutions drive the best results for us.”
Stephani Estes, GroupM
2. Utilize AI and machine learning to enhance identity graphs
Identity graphs help marketers understand the connections between households, individuals, their identifiers, and devices. This understanding of customer identity ensures accurate targeting and measurement over time. AI and machine learning have become essential in making accurate inferences from less precise signals. These technologies strengthen the accuracy of probabilistic matches, allowing brands to understand consumer behavior more effectively even when data fidelity is lower.
Adopting a signal-agnostic approach and utilizing various ID providers enhances the ability to view consumers’ movements across platforms. This strategy moves measurement beyond isolated channels, providing a holistic understanding of campaign effectiveness and how different formats contribute to overall performance. By integrating AI and machine learning into identity graphs, advertisers can develop more cohesive and effective marketing strategies that guide customers seamlessly through their buying journey.
“What we’re finding is more and more identity providers are using Gen AI to locate connections of devices to an individual or household that maybe an identity graph would not identify.”
David Wells, Snowflake
3. Balance privacy with precision using AI
AI-driven probabilistic targeting and identity mapping provide effective solutions for privacy-focused advertising. Rather than relying on extensive personal data like cookies, AI can use limited, non-specific information to predict audience preferences accurately. This approach allows advertisers to reach their target audience while respecting privacy—a crucial balance as the industry shifts away from traditional tracking methods.
According to eMarketer, generative AI can further enhance audience segmentation through clustering algorithms and natural language processing. These tools enable more granular, privacy-compliant targeting, offering advertisers a pathway to reach audiences effectively without needing third-party cookies.
“I think the biggest opportunity for machine learning and AI is increasing the strength and accuracy of probabilistic matches. This allows us to preserve privacy by building models based on the features and patterns of the consumers we do know, instead of transmitting data across the ecosystem.”
Brian DeCicco, Choreograph
4. Activate real-time data for better engagement
Real-time data enrichment introduces dynamic audience insights into the bidding process, enabling advertisers to respond instantly to user actions and preferences. This agility empowers marketers to craft more relevant and impactful moments within each campaign.
“Real-time data enrichment–where data companies can have a real-time conversation with the bid stream–is an exciting part of the future, and I believe it will open the door to activating a wide variety of data sets.”
Drew Stein, Audigent
5. Create and deploy dynamic personas using AI
Generative AI transforms persona-building by providing advertisers with richer audience profiles for more precise targeting. This approach moves beyond traditional demographic categories, allowing for messaging that connects more meaningfully with each consumer.
By using generative AI to craft detailed personas, advertisers can move beyond generic messaging to create content that truly resonates on an individual level. This personalized approach captures attention and strengthens consumer relationships by addressing their specific needs and interests.
“One cool thing we’ve built recently is a Gen AI-based personas product that generates personas to create highly sophisticated targeting tactics for campaigns.”
Georgiana Haig, MiQ
Seize the future of data-driven engagement
Focusing on these five key innovations in data and identity allows you to adapt to the evolving media landscape and deliver personalized experiences to your audience.
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One of the biggest challenges marketers face when planning digital advertising campaigns is getting an adequate number of impressions that yields measurable results at the lowest possible cost. As agencies, operators and advertisers are increasingly challenged about media budget, it is more important than ever to plan campaigns that generate enough information at the lowest possible cost. Through our design, deployment and measurement of advertising on a variety of platforms, Experian has developed best practices when planning digital advertising campaigns. We share some of these here, to help marketers with future campaign planning to maximize marketing effectiveness at a minimal cost. Using Path to Purchase to Determine the Right Number of Touch Points The Path to Purchase Funnel provides a framework to determine the number of touchpoints required to turn a prospect into a buyer. 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To our valued customers and partners,It’s been an exciting week here at Tapad! As announced in a press release this morning, Tapad is now a member of the Experian family. We’re thrilled to continue to grow as a leader in identity resolution under the umbrella of a global expert in data, analytics and technology. Tapad and Experian are deeply connected by our commitment to serving the needs of our customers; and with a focus on quality of the data we provide, we have a common goal for the future of identity in the advertising ecosystem. As part of this announcement, we wanted to assure you, our valued customer, that we remain deeply committed to serving you today just as we always have. Nothing will change in your daily operations with Tapad. Experian immediately recognized that the success and growth of Tapad was directly tied to the strength and depth of its team members. As such, the acquisition will not result in any changes to day-to-day contacts at Tapad, or processes with weekly graph deliveries and other product support. Experian’s faith and investment in Tapad’s future and the future of identity resolution underscores what we’ve always believed our products could achieve and that we will be able to continue serving brands, advertisers, publishers, and the advertising and marketing ecosystem for years to come. On a personal note, I am excited to be transitioning my role as Chief Operating Officer of Tapad to the General Manager position of a global business that’s achieved exponential growth over the past several years; culminating in this strategic acquisition that will no doubt bring even more value to our customers in the future. We remain committed to open communication and welcome any questions you may have. Thank you, Mark Connon | General Manager, Tapad