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As the days get longer and the weather warms up, spring’s revitalizing energy naturally leads to realignment. For marketers, it’s the perfect moment to reevaluate strategy, especially as consumer behavior changes ahead of summer and brings a renewed interest in travel, outdoor activities, and social events. Making seasonal adjustments to your marketing strategy helps you adapt to these shifting behaviors, capitalize on 2025 marketing trends, and keep your brand relevant year-round.
When it comes to your marketing strategy, spring cleaning means clearing out outdated tactics, optimizing what works, and making room for smarter, more connected solutions. Take the time to ask yourself questions like:
- Are our audiences still relevant?
- Are we activating our data across the right channels?
- Are we collaborating with the right partners and using the right data clean room providers?
If there’s room for improvement, now is the best time to audit, refine, and refresh your marketing strategy before the high-stakes summer and winter seasons. With identity resolution, data enrichment, data clean room collaboration, and omnichannel activation through Experian, you can clean up what’s outdated and prep your strategy for summer success!
Rethink your data and identity resolution strategy
Your data is foundational to your strategy and is a great place to start your marketing strategy spring cleanup. If your customer information is outdated, incomplete, or fragmented across systems, every campaign built on top of it risks underperforming. Before jumping into segmentation, activation, or partnerships, assess the health of your data and identity infrastructure. This is your deep clean and an essential first step in ensuring everything else works better.
With signals disappearing, buying channels proliferating, and customer journeys getting more complex, the key to maintaining addressability is investing in persistent identity, complete consumer data, and collaborative measurement strategies that can weather these changes.
Here are some ways to rethink your marketing data management and identity strategies for the current environment.
Set the data foundation
A solid identity resolution strategy starts with high-quality, unified data. Consider a comprehensive refresh of your customer records by auditing and enhancing what you have for accuracy and depth.
As you’re thinking through spring marketing ideas, it’s an ideal time to enrich your first-party data by appending missing details, removing outdated records, and ensuring you enter summer with reliable, up-to-date profiles.
Data enrichment
Customer data naturally degrades, and eventually, you’ll need to dust it off by supplementing consumer records with current, high-quality insights and attributes. Experian data enrichment can help you seamlessly refresh records with updated demographic and behavioral data, giving detailed insights for precise targeting and relevant campaigns.
With over 5,000 attributes available, covering everything from age and income to shopping habits and media preferences, you can maintain the deepest, most up-to-date view of your consumers through every season.
Offline identity resolution and append
Offline identifiers — like names, physical addresses, and phone numbers — are the most persistent identity markers as they rarely change compared to digital cookies and device IDs. They’re essential for a stable identity foundation, and you can use them to develop a consistent, unified view of each household and individual.
Use this season to audit and tidy up your offline records. Are key identifiers missing? Are you relying on outdated addresses or duplicate names? Experian’s Offline Graph serves as the foundation to help unify those fragmented pieces, resolving identities across households and individuals to create a clean, consistent view of every customer. Think of this step as scrubbing baseboards or cleaning behind the fridge. It’s often overlooked but a prerequisite to a thorough spring refresh.
You can also use Offline Identity Append to append missing identifiers to improve match rates, boost data accuracy, and ensure addressability so that when summer campaigns launch, you’re ready to confidently meet your audience where they are.
Digital resolution via Digital Graph
This next step is like replacing your air filter each spring. You won’t see it, but you’ll definitely feel the difference in performance. Digital resolution ensures persistent, accurate targeting across devices and channels in a fragmented omnichannel environment.
Experian’s Digital Graph facilitates easy consumer identification and connection across the digital ecosystem. Our graph links digital identifiers like mobile ad IDs (MAIDs), connected TV IDs, and hashed emails to consumer profiles. So, when a customer interacts on a smartphone, a smart TV, and a laptop browser, those actions can all be tied back to the same individual or household in your database.
Collaborate securely in data clean rooms to close gaps
Matching partner data within your own secure space, a trusted third-party clean room, or Experian’s privacy-safe environment is an essential next step in your marketing spring cleaning strategy. But what is a data clean room?
A data clean room is a privacy-first way to enhance marketing data in a secure environment that allows brands and partners to match and analyze data without exposing personally identifiable information. It’s almost like organizing a shared closet. You both bring what you have, sort it safely, and leave with something more valuable without mixing up or exposing what’s personal. Secure collaboration enriches your understanding of consumers, boosts match rates, and ensures the highest data security standards.
Here are key data challenges you can tackle through data collaboration—whether in a clean room or across your broader data strategy.
Lack of insights or usable data
Without third-party cookies, marketers run the risk of losing valuable consumer insights. Collaborating with key partners lets brands enrich their first-party data and obtain a more comprehensive view of customer behaviors for informed decision-making.
Let’s say, for example, that an advertiser with sales data but no exposure data struggles to attribute sales to specific campaigns. By collaborating securely with a measurement partner who provides exposure data, the advertiser can confidently link sales to ad exposure and optimize future campaigns with an understanding of who saw their ad and made a purchase.
We anticipate that data collaboration will be a key marketing trend in 2025 alongside signal loss.
Low or no match rates
When businesses handle matching internally, discrepancies like name variations (e.g., John Doe vs. Jonathan Doe) or mismatched identifiers (hashed emails vs. MAIDs) often result in poor match rates. Experian’s identity resolution capabilities, meticulous hygiene processes, resolution logic, and comprehensive identity graphs significantly enhance these match rates.
For example, if a data provider had physical addresses and a demand-side platform (DSP) had email addresses, they couldn’t collaborate with different identifiers. Using Experian Collaboration, however, their data could be resolved with offline identity data from our graph, enabling them to share their collaboration data and improve their marketing efforts.
Data security
When it comes to data collaboration, protecting your proprietary and customer information is non-negotiable. That’s why Experian operates with some of the industry’s strictest data security, privacy, and compliance protocols.
We support identity resolution and data collaboration within the most secure environments available — data clean rooms built to prevent sensitive customer data from ever being exposed. Instead of moving or sharing your raw data, we ensure all records are anonymized before any analysis occurs.
Additionally, Experian’s clean room integrations with trusted partners give clients flexibility without compromising compliance. All solutions are designed to meet GDPR, CCPA, and industry-specific data governance standards, with full audit trails and customizable access controls.
Connect and activate
Once your data is clean, enriched, and resolved, the next step is to activate it efficiently across the channels where your audiences spend time. This step is like putting everything back in place after a deep clean so everything is functional, easy to access, and ready to deliver results.
As you get ready to put your spring marketing ideas into motion, it’s time to streamline your activation approach and make sure your customer data is working hard for you.
First-Party Onboarding
With Experian First-Party Onboarding, you can ship data where needed using flexible data solutions for your activation strategy. This step is like labeling and organizing your freshly cleaned marketing closet, so each audience segment is ready to deploy wherever you need it.
We make it easy to:
- Understand your customers on a deeper level
- Seamlessly onboard your customer data for use across programmatic, social, and advanced TV platforms
- Combine your first-party data with Experian syndicated audiences for enriched targeting
- Deliver those audiences to any destination that accepts Experian Audiences — whether a DSP, social platform, or publisher
- Increase match rates, extend reach, and lower activation costs
Transact in the ecosystem with the Experian ID
To aid in the activation process, Experian ID is a unified identifier that acts as a privacy-safe bridge between fragmented emails, device IDs, and addresses, helping you activate audiences across all media channels.
Experian ID keeps your data protected and connected whether you send it to DSPs, social platforms, or data clean rooms. This allows for secure activation and performance tracking across the ecosystem without exposing personally identifiable information (PII).
Like sealing and storing your seasonal belongings in airtight containers, Experian ID keeps your data clean, safe, and always ready for use.
Use fresh audience insights to inform segmentation
After deep-cleaning your data, enriching profiles, and resolving identities, you’ll want to ensure your segmentation reflects that renewed foundation. Just like clearing expired ingredients from your pantry, spring is an ideal time to toss outdated audience definitions and replace them with insights that are fresh, relevant, and ready to perform.
With Experian’s modern audience tools, you can create smarter segments, power omnichannel strategies, and continue reaching high-value consumers even in cookieless environments.
Our marketing data management tools make it easy to:
- Build detailed, personalized profiles using over 5,000+ behavioral and lifestyle marketing attributes that go far beyond basic demographics.
- Choose from 2,400+ pre-built syndicated segments or collaborate with Experian to create custom audiences tailored to your KPIs and campaign goals.
- Append fresh attributes to your CRM to keep profiles accurate, performance-ready, and reflective of current consumer behaviors and life stages.
Together, these tools help sharpen your segmentation strategy and ensure up-to-date audience insights power every campaign. Let’s break down how smart combinations and contextual precision can further elevate your segmentation.
Combine our identity graphs and Marketing Attributes for sharper targeting
Combining Experian’s identity graphs with Marketing Attributes gives you both the who and the why behind your audience and helps you act on that insight with precision. It’s like giving your closet a total spring refresh — not just purging what doesn’t fit but also organizing what’s left into ready-to-wear outfits.
- Digital Graph + Marketing Attributes: Link real-time digital behavior (like CTV, mobile, or web activity) with rich consumer insights to create segments that perform across channels, from mobile to CTV to social.
- Offline Graph + Marketing Attributes: Tie persistent offline identifiers like name and address to behavioral and lifestyle data, making it easier to plan full-funnel strategies from direct mail to digital display.
This approach gives you the clarity and flexibility to build richer personas, reach more qualified audiences, and target with confidence across any environment.
Activate smarter with Contextually-Indexed Audiences
Spring cleaning your strategy also means letting go of legacy tools, especially those relying on cookies or outdated tracking methods.
With Experian’s Contextually-Indexed Audiences, you can reach consumers based on the content they’re engaging with, not their identifiers. We map millions of websites to real audience segments so you can target high-intent consumers in a privacy-safe, way.
For example, an automotive brand looking to reach high-intent luxury EV shoppers can activate Experian’s “in-market for a luxury electric car” segment. With contextually-indexed targeting, that brand’s ads will appear on websites that over-index for visitors in that audience — such as premium car review sites or sustainability-focused blogs — without relying on user identifiers.
This allows the brand to scale performance safely and efficiently in cookieless environments while achieving strong engagement metrics.
Activate across channels with confidence
After refreshing your data, segmentation, and partner strategies, the final step in your spring cleaning is putting all that prep work into action — efficiently and at scale. Think of this as your final sweep: optimizing where and how you activate your audience to ensure every touchpoint is aligned, accurate, and impactful.
With your updated segments and sharpened identity framework in place, you can reach consumers across display, mobile, connected TV (CTV), and emerging digital channels. Experian provides the tools to activate seamlessly — backed by privacy-safe, high-quality data and flexible integration options.
Third-Party Onboarding: Expand reach with external data sets
Experian’s Third-Party Onboarding capabilities make it easy for brands to augment their first-party data strategies on their preferred activation platforms with easy access to high-quality, activation-ready third-party audiences.
For you, this means you no longer have to manage the onboarding process yourself or worry about compatibility. Instead, you can:
- Enhance your first-party targeting with third-party data that’s already privacy-safe and activation-ready.
- Reach more qualified consumers by layering in external behavioral, lifestyle, or intent signals.
- Maximize scale across your preferred platforms using Experian’s established integrations and ecosystem support.
With Experian as your trusted partner, your audience strategy becomes more flexible, more scalable, and more effective, giving you the power to engage the right consumers beyond your own CRM.
Start preparing now for summer campaigns
You’ve cleared out the clutter, restocked your toolkit, and optimized your data strategy, and now, you’re ready to get ahead of the summer rush. While summer is go-time for high-impact marketing campaigns, now is the time to clean, organize, and prepare.
Another reason to start now? Tariffs, inflationary pressures, and changing consumer confidence are already impacting product demand, budget planning, and go-to-market strategies for the rest of the year. Brands need to be ready and agile in the face of economic turbulence.
So, think of this as your final recap checklist before the season (and the economy) changes: a set of intentional steps that ensure all your prep work translates into real performance when it counts.
Start now to:
- Cleanse and enrich your data: Make sure outdated records don’t weigh down your summer outreach. Refresh profiles with Experian’s latest attributes to stay aligned with consumer behavior.
- Solidify your identity resolution strategy: Transition to persistent, privacy-safe identifiers like Experian’s unified ID to maintain addressability across devices and channels.
- Collaborate with key partners: Run pilot campaigns with trusted collaborators to augment your data and maximize scale ahead of peak season.
- Refresh audience segments: Update personas and segments based on the latest data insights.
- Trial omnichannel strategies: Use spring to test messaging across display, CTV, social, and mobile so your summer creative hits with precision.
- Confirm measurement readiness: Double-check attribution and analytics tools so you can optimize in real time and prove ROI.
- Tailor creative to the season: From backyard barbecues to road trips, ensure your messaging taps into the themes and activities consumers care about most this summer.
Spring is the warm-up. Summer is the performance. Start today to improve your marketing data management and overall strategy, and you’ll be ready to hit the ground running.
Let’s plan your seasonal strategy together
Whether you’re looking for more spring marketing ideas or want to launch a high-impact summer campaign, Experian is ready to help. From strategy to segmentation and data clean rooms to real-time activation, we partner with you to build a marketing engine that performs now and keeps growing through the seasons.
Connect with us today, and let’s turn your seasonal refresh into long-term momentum
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Audio platforms that overcome consumer identity challenges are winning new advertisers and driving higher ROAS. In this article, you’ll hear from leading audio platforms that are solving these challenges—and seeing results. Digital audio is evolving fast. What was once a niche channel of host-read sponsorships and direct buys is now a must-have in the modern media mix. Streaming platforms, podcasts, and digital radio are drawing more ad dollars thanks to audio’s ability to capture attention and connect with listeners. But with growth comes new pressure. Advertisers expect accuracy, scale, and to see results. At the same time, listeners want more relevant content and more personalized ad experiences. That’s where identity becomes essential. With Experian’s identity and audience solutions, audio platforms can: Bolster addressable audience targeting and personalization capabilities. Gain a comprehensive view of listeners’ digital identity to reach audiences across channels. Better understand consumer preferences, enabling advertisers to reach audiences with greater accuracy. Enhance the listening experience with more relevant content. Let’s break down the key challenges in audio—and how Experian can help solve them. Challenge 1: Anonymous listening limits addressability Most listening happens in environments where people aren’t logged in—via apps, smart speakers, and mobile devices. Without logged-in data, platforms struggle to know who’s listening and advertisers are unable to reach those anonymous listeners who don’t have an addressable ID. To overcome the identity gap in unauthenticated listening environments, leading audio platforms are turning to partners that connect fragmented signals—like device type, location, and behavioral patterns—to broader household and individual profiles. By using hashed emails and other alternative identifiers, platforms can begin to make anonymous sessions more addressable. This increase in addressability ensures the platform’s entire userbase can be reached, which leads to an increase in revenue. Experian’s solution Experian\’s identity spine, comprised of our Digital and Offline Graphs, helps you recognize listeners even when they’re outside your ecosystem. Platforms like Audacy are already leading the way. By integrating Experian’s Digital Graph, they’re gaining a more complete view of listeners’ digital identifiers—enhancing the experience across their app and website. With a better audience understanding, Audacy can deliver personalized content while helping advertisers reach specific groups with greater accuracy. Challenge 2: IP-based targeting falls short Audio has traditionally relied on IP addresses, but that’s no longer enough. A single IP could represent an entire household—or a public setting like a coffee shop. It’s not precise. Forward-thinking platforms are moving beyond IP-based targeting by integrating identity resolution technologies that combine household-level data with device-level intelligence. These solutions help distinguish between shared devices and individual listeners, allowing advertisers to serve more relevant messages without over-reliance on a single signal like an IP address. This layered approach improves precision—especially in dynamic listening environments like vehicles or communal spaces. Experian’s solution Our identity spine links home IPs to households, then connects them to specific devices and individuals. This helps platforms move beyond basic IPs and target real people based on accurate signals—even in shared listening environments like smart speakers and cars. We also help platforms and advertisers integrate alternative IDs—like Unified I.D. 2.0 (UID2)—into their programmatic audio campaigns. That means more reach, without compromising consumer trust. Challenge 3: Audio buying is fragmented From podcasts to streaming to radio, audio lacks consistency in how inventory is packaged and bought. It’s hard for advertisers to run scaled campaigns across channels—and harder still to measure performance. Plus, advertisers don’t think in silos—they think in strategies. If audio can’t connect to their display, connected TV (CTV), and social buys, it loses ground. What they need is a way to define audiences once and activate everywhere. To reduce friction in audio ad buying, platforms are investing in infrastructure that unifies audience insights across formats. By building a centralized view of the listener—regardless of whether they\’re tuning in via podcast, stream, or radio—publishers can offer advertisers consistent targeting parameters, clearer reporting, and better campaign orchestration. Identity graphs and audiences are playing a growing role in streamlining this complexity and unlocking scale. Experian’s solution Experian helps simplify audio buying. Experian audiences are built on top of our identity graph and are expanded to a deep set of digital identifiers, ensuring accuracy, scale and maximum addressability across channels. Platforms can blend their first-party data with advertiser data and our audiences—then deploy those audiences onsite or activate programmatically across open web and CTV. DAX is doing just that. DAX\’s partnership with Experian combines Experian’s 2,400+ audiences for targeting and activation with DAX’s innovative audio advertising approach. We’re helping advertisers connect with passionate and engaged listeners nationwide. \”Through our partnership with Experian Marketing Services, advertisers can unlock deeper audience insights and execute more impactful digital audio campaigns. By combining our shared market presence, knowledge, and forward-thinking approach, we’re strengthening our digital audio network offering and delivering value to all our advertising partners.\” Brian Conlan, President of DAX United States In addition to integrating Experian’s Digital Graph, Audacy is also integrating Experian\’s syndicated audiences to unlock accurate insights like demographics, shopping behavior, and interests – providing listeners with a more personalized advertising experience and advertisers with a higher return on investment. “Historically, audio advertising lacked precise targeting capabilities, making it challenging for advertisers to reach specific audiences. By integrating our digital identity graph and syndicated audiences with Audacy’s platform, we’re transforming how advertisers connect with listeners. This collaboration enables more effective audience targeting and delivers personalized, impactful audio experiences across all channels.”Chris Feo, Chief Business Officer, Experian Privacy is non-negotiable Everything we do is privacy-forward by design. Backed by Experian’s Global Data Principles and decades as a regulated institution, we rigorously vet every data source to ensure compliance with all federal and state laws. Build an audio strategy that performs with Experian Your advertisers want more from their audio investments. With Experian, you can give it to them. We help you: Expand digital addressability to maximize reach for marketers and drive revenue growth for your platform. Create and activate addressable audiences across all channels. Enhance the listening experience with relevant content and personalized ads. Audio has always been a powerful way to connect. Now, it’s ready to perform. Let\’s connect Latest posts
When we launched our data marketplace earlier this year, we set out to transform how the industry discovers and activates privacy-safe audiences and maintains addressability across display, mobile, and connected TV (CTV). Yieldmo was one of the first adopters and their story speaks volumes about what’s possible when flexible tech meets premium data. Large retail brand boosts in-store traffic with Yieldmo and Experian Yieldmo, an advertising platform known for its inventive, AI-powered creative formats and privacy-first inventory, partnered with Experian to support a leading athletic retailer’s campaign focused on driving in-store traffic. The goal? Attract in-store shoppers likely to purchase from competitors, particularly during key sales windows. Using Experian’s Audience Engine platform, which includes our proprietary and third-party data marketplace, Yieldmo built a high-performing, self-serve targeting strategy that included both conquesting and in-store shopper segments. With the ability to easily combine Experian Audiences and Partner Audiences, like those from Alliant, Circana, Webbula, and Sports Innovation Lab, Yieldmo quickly built precise apparel and footwear audiences. Using Experian’s identity graphs in Audience Engine, Yieldmo increased cross-channel addressability to maximize campaign scale and impact. “Experian’s data marketplace in Audience Engine fills a critical gap, letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast. The platform is flexible and the support is hands-on and reliable.”Abby Littlejohn, Director of Sales Planning at Yieldmo With self-serve setup that cut down manual work, the ability to build highly tailored audiences, and expected lift in store visits, Experian helped the team achieve standout results. \”We selected Experian as our primary third-party data partner based on contract ease, audience quality, and speed. Through Experian, we can find high-performing audiences from multiple providers that meet our client’s targeting objectives. We include Experian audience segments in 80% of formal RFP proposals and are in active discussions on how to optimize for future campaigns—making Experian a go-to partner for third-party targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo More data, more reach: Experian’s data marketplace fuels smarter targeting across ad platforms Today, just months after launch, Experian’s data marketplace is gaining traction across the ecosystem. Over 10 platforms, including leading supply-side platforms (SSPs) and TV platforms such as Madhive, OpenAP, and Optimum, are now actively utilizing our data marketplace to enhance their activation capabilities. As privacy rules tighten and many identity signals start to fade, a lot of activation platforms are finding it tougher to reach their audiences. This is where our data marketplace shines, with one of the most comprehensive identity graphs out there, 126 million households, 250 million individuals, and over four billion active digital IDs, we make it easy to activate audiences while keeping addressability high across channels. We preserve accuracy when scaling to digital IDs via our identity graphs since Experian is rooted in offline data, which provides better connections and smarter targeting. “Our long-standing partnership with Experian and breadth of Experian\’s data marketplace, combined with the interoperable, direct matching methodology of our Open Identity solution, make it possible for OpenAP to enable advertisers and agencies to use best-in-class data partners to build audiences with the highest fidelity and consistently reach audiences at scale wherever they are consuming content across premium video.”Chris LoRusso, Chief Business Officer at OpenAP Experian’s data marketplace has grown to include over 20 premium data providers, such as: “We’re thrilled to bring PlaceIQ’s privacy-first, visit-based audiences to Experian’s marketplace, giving brands quick and easy access to high-intent shoppers. From recent big-box customers to yoga-studio regulars, advertisers can add real-world relevance to campaigns across every channel.”Brian Bradtke, Head of Partner Development, Precisely PlaceIQ These partnerships bring unique value to platforms looking to understand and engage audiences more effectively, whether through physical location intelligence, sports and fandom insights, or behavioral intent signals. What’s next As we head into one of the industry’s key events this summer at Cannes, the excitement around our data marketplace continues to build. We\’re focused on expanding our data ecosystem and helping platforms and marketers turn fragmented data strategies into a unified competitive advantage. If Yieldmo’s story is any indication, this is just the beginning. Let’s connect and explore how Experian’s data marketplace can help you drive more revenue, scale your audience reach, and stay ahead of privacy shifts. Connect with us Latest posts
Gaming companies sit at a unique crossroads: they’re part entertainment powerhouse, part tech platform, part media company. Whether you’re publishing blockbuster titles, running a mobile game network, or building immersive in-game ad experiences, you have access to vast amounts of player data—and massive potential for growth. What\’s standing in the way of growth and loyalty Video game publishers and platforms are increasingly turning to data to understand, engage, and retain their players. But that’s easier said than done. Here are the top challenges they face: Data lives in silos. Gaming companies often collect data across multiple platforms—console, PC, mobile—but can’t stitch together a full view of the player across devices and titles. Identity is hard to resolve. Players interact across games, apps, websites, and platforms. It’s tough to connect all those signals and create a consistent, personalized experience. Privacy is non-negotiable. Regulations are tightening. Any solution must not only be powerful—it must be privacy-safe. Ad performance is difficult to measure. It’s often unclear which campaigns are driving engagement, conversions, or purchases—especially across fragmented digital touchpoints. How Experian can help you win with data and identity Experian helps gaming companies stop leaving value on the table. We turn scattered player data into a single, unified view—giving you the foundation to better understand and engage your players. Our approach: Organize, enrich, activate 1. We clean and unify your data We help you build a solid identity foundation by resolving messy, duplicate, or outdated records across systems. That means your player data from mobile, console, PC, and web all connects—giving you a clear view of how your users engage across games and platforms. 💡 How it’s working: A global interactive gaming company is partnering with Experian to unify and enrich player profiles across systems—boosting the performance of both player engagement campaigns and in-game monetization strategies. 2. We deliver deep customer insights With Experian, you go beyond surface-level data. We help you understand player behaviors, financial attributes, interests, and lifestyle factors—fueling more personalized experiences, smarter segmentation, and better monetization strategies. 💡 How it’s working: A major game developer used Experian’s data enrichment tools to gain deeper insights into player behavior and financial attributes—enabling more personalized in-game offers, smarter audience segmentation, and stronger player retention. 3. We enrich profiles and help you activate across channels We enhance your player records with hundreds of attributes—so you can create custom segments that work. Then, we help you activate those audiences in real-time across digital, social, and programmatic platforms. 💡 How it’s working: A global gaming publisher used Experian to build custom audiences and activate across programmatic channels, driving higher in-game engagement and ad ROI. Turning audiences into ad revenue In addition to improving their own player marketing, gaming companies are unlocking a second growth engine: ad revenue from non-endemic brands. Much like retail media networks, game publishers and platforms are realizing the value of their audience data. From airlines and automakers to QSR and CPG brands, advertisers are taking notice of the high-value, high-intent audiences inside game environments. But to attract that ad spend, publishers need to offer more than impressions—they need precise audience targeting, cross-device identity, and reliable measurement. How Experian helps drive better ad performance To appear authentically to a gamer, you need to know who they are and what they care about. Experian helps marketers understand a person’s behaviors and preferences to enable relevant, personalized advertising. And since nobody wants to see the same ad ten times during a session, we help manage ad frequency across devices and placements to protect the player experience. Our approach: Extend reach, measure results 1. We expand your digital reach Experian makes it easier to find and connect with your players wherever they are—across devices, platforms, and publishers. We help you build scalable audiences you can reach programmatically and with precision. 💡 How it’s working: Unity, a leading gaming platform, is redefining the way marketers reach their audiences across major and emerging channels. They’ve tapped into Experian’s syndicated audiences to gain player insights and help advertisers connect with gaming audiences across mobile, web, and connected TV (CTV) based on behaviors and preferences. 2. We help you measure what matters Whether your goal is app installs, in-game purchases, ad engagement, or player retention, we help connect the dots. You’ll know which campaigns are driving action—and where to double down. 💡 How it’s working: A leading global game publisher is working with Experian to enrich player profiles, build and activate audience segments, and measure how campaigns drive in-game engagement and purchases—giving them a clearer view of ROI across digital channels. Why choose Experian Whether you’re trying to build stronger player relationships or turn your audience into a high-performing advertising engine, Experian gives you the data and identity foundation to make it happen. We help you: Organize and clean your player data Resolve identities across digital touchpoints Enrich your data with deep, actionable insights Build and activate target audiences Measure impact across the player journey Let\’s power up together We’re already supporting leading brands across the gaming ecosystem—from global game publishers and mobile app developers to in-game ad networks and gaming platforms. And we’re ready to help more companies harness the full power of their data. Get in the game with us 🎮 Latest posts