At Experian, we power data-driven advertising through connectivity. Today, we’re excited to introduce our newest offering, which helps drive that connectivity: Experian’s Collaboration in clean rooms. This offering is now generally available in InfoSum, AWS Clean Rooms, and others. Experian can now facilitate successful data collaboration across multiple secure environments, such as at Experian, through crosswalks, and now in clean rooms.
Whether you are a marketer or partner, introducing Experian’s signal-agnostic offline and digital identity graphs into your clean rooms lets you run identity resolution directly in the clean room. This means your data remains secure, while you and your partner experience higher match rates and you maximize your clean room investment, leading to:
- More resolved data
- More valuable insights and smarter activation
- More accurate and complete measurement
A leap forward in data collaboration
Backed by Experian’s Global Data Principles, Experian’s deep roots in identity and data security offer the most effective and trusted ways to match data and protect consumer privacy. Our signal-agnostic approach means we can resolve all types of offline and digital identity signals, which is valuable now and will become even more valuable as third-party cookies go away. Additionally, data hygiene is built right into our collaboration offering, helping to improve match rates.
The benefits of working with Experian’s rich identity data in a clean room environment are obvious so it is no surprise to see that 55% of data clean room users are using identity solutions in data clean rooms.
What are data clean rooms?
Data clean rooms are a tool typically used for data sharing, built on top of cloud providers such as AWS clean rooms. They protect data privacy while facilitating data collaboration among clients, marketers, businesses, and their partners. As the industry places greater emphasis on data security, clean rooms have emerged as secure environments that allow companies to:
- Enhance user privacy protection
- Minimize the impact of cookie deprecation
- Secure collaboration with data partners
The industry has quickly realized that, for what clean rooms offer by way of privacy and security, they lack resolution capabilities, typically yielding subpar match rates.
Benefits of Experian’s Collaboration in clean rooms offering
Built upon Experian’s rich offline and digital identity foundation, with support for various identifiers across platforms, Collaboration in clean rooms helps clients maximize the value of their data and meet the diverse needs of modern business.
Through Experian’s Collaboration in clean rooms offering, you can:
- Collaborate with partners for richer data insights
- Achieve higher match rates
- Improve audience building
- Produce more accurate and complete reports
- Ensure data privacy
Regardless of the identifier type you are looking to collaborate on, Experian has the identity data to support you and your partner. This leads to higher match rates and more resolved data for you to use to benefit your media initiatives.
Get started with Collaboration in clean rooms today
Get the most out of your first-party data with Collaboration in clean rooms, which is essential for businesses that want to compete in a fast-paced market and connect with consumers in today’s data-driven world. We understand the importance of data collaboration and make seamless, secure data sharing possible between partners.
Connect with us today to find out how Experian’s Collaboration in clean rooms offering ensures privacy while allowing you to extract valuable data insights for smarter data-driven advertising.
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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.