Today, Experian is excited to introduce our Offline Graph as a standalone product that clients can license, marking a significant step in our commitment to powering data-driven advertising through connectivity. Offline Graph empowers advertisers and advertising technology companies to build and refine consumer profiles, contributing to data connectivity, more offline audience reach, and improved offline measurement accuracy.
As a result of consumers engaging with content across more channels, there are more disparate data points than ever before. When you couple that with ongoing signal loss, the need for a unified identity solution has never been greater.
Experian’s Offline Graph offers companies a license of stable offline data points, like name, address, phone number, email, geographic information, date of birth, and additional attributes that provide a complete view of household and individual identities. The Offline Graph integrates known offline identity information from reliable deterministic sources like property ownership records, public records, and marketing data to provide access to all United States consumers and households.
How customers can use the Offline Graph
- A big box retailer fills in the blanks of their existing customer data and builds a database of prospects.
- A media platform more effectively onboards advertisers’ segments, enabling advertisers to reach more of their customers.
- A retail brand better understands their customer’s demographic and behavioral make-up, by licensing Offline Graph with Marketing Attributes.
- A connected TV (CTV) manufacturer increases audience reach and accurately quantifies the campaign impact for their advertising partners.
Experian’s Offline Graph is already driving value across industries. Here’s some in-depth client success stories:
Fusion92 licenses Offline Graph to help their clients transform their marketing
Fusion92 is a marketing partner that fuels business transformation in today’s digital economy and delivers exponential returns for brands.
Fusion92 licenses Experian’s Offline Graph to power their strategy: from research and discovery to audience creation, activation, and measurement. With access to our Offline Graph, Fusion92 ensures their clients get the insights, targeting, reach, and measurement they need to achieve their business goals.
“At Fusion92, we are always pushing the envelope to develop solutions that lead to success for our clients. Our desire to innovate pushed us to find an industry-leading partner in data and identity. This led to us licensing Experian’s Offline Graph product, which we use to build more complete audience profiles for our clients. In doing so, we help brands target, activate, and measure their marketing campaigns more effectively, leading to superior results.”
dave nugent, executive vice president of data and analytics, fusion92
Using Offline Graph to deliver relevant messaging to multiple audience cohorts
A leading direct-to-consumer (DTC) company with strong customer relationships built a robust first-party data set, enabling effective customer retention. To attract new customers, they partnered with Experian to access offline identity data from Experian’s Offline Graph. The Offline Graph provides them with the data needed to validate their first-party data and with the keys to unlock new customers.
With this data, the DTC company delivered the right message to both sets of consumers: existing customers and new prospects. By integrating Experian’s Offline Graph they broadened their reach, personalized their messaging, and improved their marketing.
What sets Experian’s Offline Graph apart from the competition
- Stability of data: With data from deterministic sources, our Offline Graph ensures that your view of consumers – and your ability to connect with them – is stable over time.
- Connected digital and offline data: Seamlessly connect offline data with digital identifiers through our Digital Graph, enabling a holistic approach to marketing, while ensuring consumer privacy is prioritized.
- Tailor made for your use cases: Build the Offline Graph to fit your specific needs, selecting the exact offline identity information required for your campaigns.
- Expanded consumer insights: Connect more data points to enrich your understanding of consumer demographics and behavior, using Experian’s Marketing Attributes and Audiences data.
Offline Graph: Your gateway to consumer connectivity
As signals fade, there is a large emphasis on procuring and having accurate consumer data. Experian’s Offline Graph delivers the connectivity and insights necessary to stay ahead. Whether you aim to strengthen your existing data or access entirely new data sets, Experian’s Offline Graph offers a solution tailored to your needs. Transform your data strategy with Experian’s Offline Graph — your gateway to a unified consumer identity solution.
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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.