The 2025 Targeting Paradox: Fragmented Audiences, Converging Solutions
In 2025, programmatic advertisers face a critical paradox: audiences are more fragmented than ever, spread across an average of 12+ devices per household, while privacy regulations and signal loss challenge traditional targeting methods. Despite 90% of global display ad spend flowing programmatically, only 38% of marketers feel equipped to unify cross-channel strategies effectively (Deloitte). Meanwhile, consumers increasingly restrict data sharing, with 76% limiting personal data use (IAB), forcing brands to find smarter, privacy-conscious ways to reach their ideal customers without sacrificing scale or control.
Solving the Paradox: Experian Audiences in PubMatic Connect
PubMatic and Experian, two leaders in data-driven advertising, have joined forces to bring Experian’s syndicated, custom, and partner audiences directly into PubMatic’s Connect platform and buyer suite of tools.
This integration combines Experian’s household identity graph with PubMatic’s 821 billion+ daily ad impressions processed to enable omnichannel audience activation at scale:
This collaboration empowers agencies and brands to:
- Refine Targeting and Personalization: Utilize Experian’s household-level insights to deliver personalized messaging to specific audiences, such as targeting new homeowners for automotive campaigns or eco-conscious consumers for sustainability-focused brands.
- Maximize Omnichannel Reach: Activate audiences rooted in Experian’s identity graph to access premium inventory across mobile, web, in-app, and CTV—delivering accurate, scalable addressability across social, programmatic, and ATV.
- Drive Measurable Results: Combine PubMatic’s sell-side targeting with Experian’s comprehensive consumer insights to optimize campaigns, drive higher engagement rates, and maximize ROI
“Advertisers today demand more accuracy, relevance, and flexibility in audience targeting. Our collaboration with PubMatic delivers on that by offering marketers powerful audience solutions directly within PubMatic’s buyer solutions,” said Chris Feo, Chief Business Officer, at Experian. “Experian’s audience data, combined with our third-party onboarding solution, allows brands and agencies to achieve meaningful connectivity at scale, driving stronger campaign performance.”
“Teaming with Experian strengthens our commitment to bringing advertisers more scalable, privacy-first targeting across the open internet,” said Howard Luks, VP of Audience Solutions at PubMatic. “By integrating Experian’s high-quality data into Connect, we can empower our clients with greater precision, efficiency, and control. Together, we’re thrilled to fuel the next generation of addressable advertising.”
How to Take Action: Three Steps for Agencies and Brands
- Explore Omnichannel Reach: Use the Experian-PubMatic integration to unify fragmented audiences and activate data-driven campaigns across all screens.
- Utilize Data at Scale: Tap into Experian’s audience data within PubMatic’s platform to maintain scale.
- Connect with Custom Audiences: Work with PubMatic and Experian to build bespoke audience segments tailored to your brand’s campaign goals, whether you’re targeting in-market shoppers, lifestyle segments, or future buyers.
Programmatic Performance, Simplified
The Experian–PubMatic collaboration marries the rich audience data with a premium supply footprint, giving buyers precision at scale. By combining Experian’s consumer insights with PubMatic’s omnichannel inventory and real-time activation tools, advertisers can reach the right viewers across CTV, mobile, and the open web while maintaining full transparency and control. The result: campaigns deliver higher engagement and prove ROI more clearly than ever.
To learn more about data activation at PubMatic and the Experian partnership, contact PubMatic here.
