Experian Study Finds 85% of Agencies Reviving Third-Party Data Use to Drive Reach, Relevance and ROI

Experian Study Finds 85% of Agencies Reviving Third-Party Data Use to Drive Reach, Relevance and ROI

(IN BRIEF) New research from Experian reveals that media agencies are rethinking their strategies amid the decline of third-party cookies and growing privacy pressures. The report shows that 81% of agencies find reliance on first-party data limits audience reach, while 85% are reinvigorating third-party data use to improve scalability and performance. Curation and AI are at the centre of this evolution, with 89% of agencies viewing curation as vital for the future and 93% already using AI for creative planning. Experian’s Managing Director, Colin Grieves, stated that combining privacy-conscious data use with AI innovation will be key for agencies navigating the rapidly changing advertising landscape. Experian Marketing Services provides identity resolution and consumer insight tools to help agencies adopt these next-generation strategies effectively.

(PRESS RELEASE) LONDON, 20-Oct-2025 — /EuropaWire/ — Experian has released new research highlighting a major transformation underway in media buying, with agencies moving beyond sole reliance on advertisers’ first-party data to embrace third-party insights, AI-driven tools, and curated approaches for smarter targeting and improved results. The findings from Media Buying in Transition: What Agencies Must Do Next illustrate how the evolving privacy landscape, tighter regulations, and the phase-out of third-party cookies are reshaping the foundations of modern advertising.

According to the report, 81% of agencies acknowledge that depending only on an advertiser’s own data restricts their ability to scale campaigns effectively and reach new audiences. In response, 85% of respondents are revitalising their use of third-party data to enhance planning, activation, and measurement. When choosing third-party partners, data quality emerged as the most critical factor, with 83% of agencies listing it as their top consideration.

Curation—a method of combining privacy-safe audience signals with publisher data—has rapidly gained prominence, with 89% of agencies identifying it as a key element for future success. Among those already leveraging curated strategies, 70% have reported measurable improvements in ROI, performance, and audience relevance.

Artificial intelligence is another cornerstone of this shift. The study found that 93% of agencies are already using AI for creative planning, while 85% anticipate that AI will soon drive most planning decisions. Adoption levels differ based on company size—79% of large agencies employ AI for media bidding, compared to just 35% of smaller agencies.

Colin Grieves, Managing Director of Experian Marketing Services, UK&I, commented:
“We’re witnessing a fundamental evolution in how agencies execute media buying. As first-party data alone becomes less reliable for scale, the focus is shifting to privacy-conscious third-party strategies, high-quality signals, and AI-powered curation. This combination allows agencies to achieve both precision and reach in an increasingly complex ecosystem. Those that act early and embrace these changes will be best placed to lead as the pace of transformation accelerates.”

Experian Marketing Services continues to support agencies through this transition with advanced identity resolution tools and consumer insight solutions. Its integrated technology enables the building of curated, privacy-compliant audiences while providing the intelligence needed to measure performance with accuracy and confidence.

The full report, Media Buying in Transition: What Agencies Must Do Next, explores the data, insights, and practical recommendations shaping the next era of media buying.

Download the full Media Buying in Transition: What Agencies Must Do Next report to explore the complete findings and recommendations.

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Methodology

Research was conducted by Insight Avenue with over 200 media planning and buying professionals in the UK and Ireland between May and June 2025.

About Experian

Experian is a global data and technology company, powering opportunities for people and businesses around the world. We help to redefine lending practices, uncover and prevent fraud, simplify healthcare, deliver digital marketing solutions, and gain deeper insights into the automotive market, all using our unique combination of data, analytics and software. We also assist millions of people to realise their financial goals and help them to save time and money.

We operate across a range of markets, from financial services to healthcare, automotive, agrifinance, insurance, and many more industry segments.

We invest in talented people and new advanced technologies to unlock the power of data and innovate. As a FTSE 100 Index company listed on the London Stock Exchange (EXPN), we have a team of 25,200 people across 32 countries. Our corporate headquarters are in Dublin, Ireland. Learn more at experianplc.com.

Media Contact:

Robert Goodman, PR Manager, Corporate & Business, UK&I, Experian
Tel: +44 7989 398 498 / Email: Robert.Goodman@Experian.com

SOURCE: Experian