How the Buy-Side is Approaching Data and Identity Challenges

Navigating today’s fragmented, privacy-conscious media landscape is a bit like entering a dense forest. The buy side — marketers, agencies, and demand-side platforms (DSPs) — must find their way through signal loss, measurement challenges, and evolving consumer expectations. But this is not just a challenge; It is a strategic opportunity. Let’s dive into how buy-side players can use data and identity solutions to be their guide through the jungle and emerge as winners.

Marketers: Maintain personalization and measurement across channels

Marketers are navigating an increasingly fragmented media jungle, where neglecting signals like cookies, Apple IDFA, and potential IP addresses makes finding and understanding audiences a bit of a guess. To chart a clear path, marketers need a reliable compass, and identity resolution provides just that.

A strong identity provider, which relies on offline data such as names, addresses, phone numbers and emails, acts as a guide through the chaos. By linking offline signals to digital IDs in a privacy-first way, marketers can uncover relationships between households and devices, then enrich those profiles with valuable marketing data.

With a complete view of your customers, you get deeper insights and can seamlessly reach the right audience across channels – even as signals evolve. He is a marketer’s north star, consistent, reliable and always pointing you in the right direction.

Agencies: strategic partners in a fragmented world

Agencies are the architects of the identity forest, building the bridges that guide brands through segmentation and campaign success. Thriving in this space requires data solutions that create actionable insights, enable personalization, and deliver measurable results.

To meet marketers’ demands, many agencies have invested heavily, acquiring data companies or establishing strategic partnerships to strengthen their foundations in data and identity solutions. These investments help them connect fragmented audience data and open up new opportunities for their clients.

But even with in-house capabilities, agencies often need more — more features, more integrations, and greater connectivity. In the identity forest, success isn’t just about building better data assets; It’s about ensuring that these assets can be used across platforms.

DSPs: Navigating signal loss using a multiple ID strategy

For data service providers, navigating the identity jungle means forging a path through the winding paths of cookie-free strategies. With third-party cookies fading and no single identity solution – such as Unified ID 2.0 (UID2) – able to cover all media interactions, data service providers must adapt to a multi-identifier world. The challenge is twofold: finding flexible solutions to manage multiple identifiers while remaining compliant with a growing number of state-level privacy laws. It’s not just a technical problem; It is a call for a strategic vision. The way to succeed in this ever-changing terrain is to invest in identity solutions that connect digital and offline identifiers to a single customer profile.

Turn identity challenges into a strategic advantage

The Identity Forest is a thriving ecosystem for those with the right evidence. Experian helps marketers, agencies and DSPs chart the course by unifying multiple identifiers into one complete customer profile. With the right tools (and a good map), buy-side stakeholders can learn more about their customers, reach audiences across channels, and deliver personalized marketing.

[Editor’s note: This is a contributed article from Experian Marketing Services. Streaming Media accepts vendor bylines based solely on their value to our readers.]

Related articles

Privacy Concerns and Consent to CTV Ad Targeting

Leveraging viewer data to identify and target users is a sine qua non for CTV advertising, and the closer channels bring advertisers to viewers, the more revenue they can bring to their platform. But it’s always a balancing act when it comes to protecting their audience’s privacy, as Revry CEO and co-founder Damian Pellicchione and Warner Bros’ Discovery Product Director Dan Trotta explain in this candid Streaming Media Connect conversation with Advertiser’s Erin Firneno Perceptions. , although privacy and consent issues and strategies for addressing them vary widely between independent networks like Revry and giant corporations like WBD.

09 January 2025

CTV ad buyers think they want to display headline data, but they don’t

Brands demand one signal above all else: Show title data. CTV represents the merging of the microtargeting of the digital age and the deep syndication of television programming. It is not surprising that ad buyers want to imitate the television advertising practice of following specific programs that attract large audiences. However, when it comes to CTV, show title data is not the answer advertisers want.

November 26, 2024

The future of CTV will be powered by commercial media data

Victor Yakovlev, Associate Director of Product Marketing at PubMatic, discusses how there are two rising superpowers in digital marketing right now, and they’re not competing. They’re converging, and it shows why this is great news for marketers.

May 31, 2024