For decades, television advertisers have faced a trade-off: Traditional linear TV: Delivers broad reach, utilizing the power of sight, sound, and motion on the big screen to capture more focused attention and foster immersive brand-building. However, it lacks the precise targeting modern marketers crave. Digital and addressable channels: Offer highly precise targeting and robust measurement capabilities but struggle to replicate linear TV’s unique combination of visual impact and viewer engagement on the big screen. Connected TV (CTV) bridges this gap by preserving television’s immersive, large-screen experience—where audiences are more attentive to the content—while offering the precise targeting capabilities long associated with digital and addressable channels. Yet, as the industry evolves, there’s a growing realization that lower-funnel performance marketing—which emphasizes quick wins from in-market shoppers—doesn’t fully support long-term brand growth. Leading brands have increasingly noted that relying solely on performance tactics can limit sustained demand and brand equity. Within CTV lies a powerful subset: Free ad-supported streaming TV (FAST). As consumers gravitate toward free streaming options, FAST has emerged as a key focal point for reaching immediate and future buyers. In this article, we’ll explore why focusing only on in-market shoppers risks missing the larger pool of “future-ready buyers” and how FAST platforms enable brands to engage them effectively. The challenge: Over-fixation on "in-market" shoppers One common marketing hurdle is "lower-funnel myopia"—focusing almost exclusively on in-market shoppers who are ready to buy immediately. While this can yield quick wins, it also means brands miss opportunities to improve in three critical areas: Competition and costs: By chasing the same immediate buyers, brands drive up media costs, especially as programmatic ad spending continues to climb each year. Missing out on future buyers: Most consumers aren’t looking to buy right now. In fact, only 5% of potential consumers are active ‘in-market,’ meaning the other 95% represent future-ready buyers open to purchasing soon. Over-focusing on in-market audiences overlooks people who could be primed to purchase soon. Inefficient spend on “sure bets”: Over-targeting likely buyers inflates costs for conversions you'd capture naturally. Shifting budget toward brand priming boosts incremental ROI. Expanding the funnel isn't just smart - it's necessary While many advertisers have prioritized short-term conversions, the data shows a growing imbalance—and a potential risk to long-term brand health. According to The CMO Survey (eMarketer, Nov 2024), CMOs allocated nearly 69% of their 2024 budgets to short-term brand performance, leaving just 31% for long-term brand building. If you’re only engaging consumers when they’re already in-market, you’re effectively joining the race at the final lap—and often paying a premium to do so. So where does that leave the vast majority who aren’t buying right now? That’s where future-ready buyers come in. The solution: "future-ready buyers" So, how can you broaden your reach without resorting to a “spray-and-pray” strategy? Enter category future-ready buyers—consumers who aren’t actively shopping right now but remain open to your product category. They’re not firmly opposed or “locked out” of it. For example, existing electric vehicle (EV) owners may not be in-market this very moment, but they could be ready to purchase another EV when their lease ends or a new model debuts, making them ideal future-ready buyers.  Why they matter: Cultivate future demand. Engage buyers early to stay top-of-mind when they’re ready.  Build a sustainable brand pipeline. Develop ongoing interest instead of repeatedly chasing immediate leads.  Expand your reach. Broaden targeting beyond active shoppers for long-term growth.  Use marketing data to avoid overspending on future buyers Identifying future-ready buyers is powerful—but how do you avoid wasting spend on unlikely buyers? Marketing data helps refine your targeting with real consumer insights, maximizing ROI and campaign efficiency.  Precisely define your segments: Use lifestyle, demographic, and psychographic data to target consumers who are open to your product, avoiding wasted impressions on uninterested audiences.  Prioritize privacy and compliance: Choose partners who prioritize data security and adhere to regulations, ensuring your campaigns stay both trustworthy and effective.  FAST: The strategic channel for reaching future ready buyers FAST ​services​, like ​Samsung TV Plus​, have evolved into a crucial medium for advertisers eager to strike a balance between scale and precision. Here’s why:  Engaged audience: Viewers access free, premium content in exchange for ads, making them receptive and attentive.  Advanced targeting: FAST offers precise segmentation beyond traditional TV, helping you reach Samsung consumers both in-market and future buyers effectively on the biggest screen in the household.  Positive viewer experience: Free content creates a relaxed viewing environment, increasing ad attention and recall.  Samsung TV Plus and Experian Marketing Services: Scale meets precision Samsung TV Plus offers expansive reach and contextual targeting aligned to viewer interests. Experian Marketing Services complements this by identifying consumers most likely to buy, leveraging demographic, lifestyle, and intent data—helping you effectively engage future-ready buyers.  Putting it into practice: A use case Scenario An electric vehicle (EV) brand, EVolution Auto, wants to reach eco-conscious consumers who aren’t shopping for a car right now but might consider one soon. They also want to track how ads influence brand consideration and sales over time. Approach Identify future-ready segmentsUsing Experian data, EVolution Auto focuses on “eco-conscious drivers”—people interested in sustainability who are likely to be open to an EV in the near future. Activate on Samsung TV PlusThe brand places targeted ads on channels with environmental or tech content. With millions of monthly users and a relaxed viewing experience, EVolution Auto’s spots get more visibility, boosting ad recall. Outcome By pairing Samsung TV Plus’s broad reach with Experian’s precise audience data, EVolution Auto achieves measurable lifts in brand consideration, website traffic, and dealership visits—effectively priming future EV buyers and driving long-term sales momentum. Building a future-proof strategy Exclusively targeting in-market consumers can limit your brand’s long-term potential. By focusing on those not currently shopping—but still open to your category—you widen your future buyer pool and keep your brand top of mind. FAST services like Samsung TV Plus, paired with Experian’s marketing data, offer a powerful way to balance scale with precision–delivering strong engagement today while priming your brand for long-term growth. By shifting your focus toward tomorrow’s buyers today, your brand doesn’t just stay relevant—it sets the stage for sustained market leadership and growth. Contact us Latest posts

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. Get in touch Latest posts

Retail media networks (RMNs) are on the brink of a major shift. While they are poised to capture over 20% of ad spend in 2025, on-site monetization won't be the growth driver it once was. With advertisers consolidating spend among just six or seven RMNs on average, including giants like Amazon and Walmart, it’s hard for smaller RMNs to compete. Off-site retail media ad spend is projected to grow 42.1% in 2025 - nearly three times the rate of on-site growth (15.1%), according to eMarketer's November 2024 forecast. This dramatic shift underscores that while on-site placements are maturing, off-site is where the momentum (and money) is heading. To remain competitive, RMNs must move beyond traditional, on-site placements and embrace a broader, more integrated approach to media activation. The future of retail media is about utilizing enriched first-party data to drive performance across the open web, connected TV (CTV), and other digital channels. Break free from your owned and operated properties Historically, RMNs have limited ad placements to their own digital properties. While this approach has delivered high-margin returns - on-site ad margins can reach 70-90%, compared to 20-40% for off-site - it’s also inherently limiting. Retailers only have so much owned inventory to sell, and advertisers demand greater scale and flexibility. As brands push for more reach, RMNs must extend their impact beyond owned-and-operated (O&O) properties. Omnichannel retail media ad spending is forecast to hit $61.2 billion in 2025. Brands are looking beyond retail sites to build integrated, multi-channel strategies that drive results across the funnel.eMarketer Off-site doesn’t just mean digital. Walmart’s recent expansion of its Fuel and Convenience stations - planning to open or remodel 45 in 2025, bringing the total to 450 - shows how physical spaces are also becoming extensions of a retailer’s media network. These locations create new touchpoints where advertisers can engage shoppers with timely, context-aware messaging while they fuel up or grab a snack. These quick-stop environments are ideal for limited-time offers or impulse-triggering messages - especially since 68% of U.S. adults say discounts contribute to their latest in-store impulse purchase. Maximize the value of first-party data One of retail media’s biggest promises is the power of first-party data for precision targeting. While on-site ads are inherently lower-funnel, off-site activation allows advertisers to move up the funnel and apply retailer customer data holistically across the open web. For example, DoorDash and Macy’s now offer self-service audience data to advertisers via The Trade Desk, allowing brands to target consumers programmatically. Meanwhile, Walmart is taking a different approach - cloning The Trade Desk’s technology to maintain its walled garden. These moves demonstrate how retailers are rethinking data monetization strategies to scale beyond O&O limitations. Drive new revenue streams with off-site activation Off-site activation enables RMNs to drive incremental reach on channels where audiences are actively engaging, including CTV, programmatic display, and social media. This expansion allows brands to connect with consumers beyond retail websites. Retailers are also utilizing non-endemic advertising opportunities in environments like gas stations and kiosks. Unlike traditional grocery or apparel aisles, these spaces are brand-neutral, allowing advertisers who don’t sell products in-store to still activate campaigns using retailer data. In fact, 53% of brands have already partnered with a retailer that doesn’t carry their product, and that number is expected to grow as advertisers seek new ways to tap into retail media’s rich targeting capabilities. Retailers looking to extend the value of their data beyond O&O inventory have two primary off-site opportunities: First, they can use an identity graph to resolve customer identifiers into addressable IDs that can be enriched with additional attributes and activated across channels like the open web and CTV. This allows retailers to find and reach known customers with relevant messaging outside of their owned platforms. For example, a grocery RMN can identify lapsed snack buyers and deliver streaming TV ads that reengage them on CTV platforms. CTV retail media ad spending alone is expected to grow 43.1% this year, reaching $4.86 billion, highlighting the appetite for video-based upper-funnel strategies. Second, RMNs can broaden reach by activating first-party audiences, syndicated segments, or custom-built audiences through onboarding capabilities. These audiences can be sent to a variety of programmatic and CTV destinations, enabling advertisers to engage shoppers in high-impact environments. For example, a home improvement retailer can send its audience segments to programmatic ad exchanges, ensuring DIY shoppers see relevant offers even while browsing unrelated sites. Together, these approaches allow retailers to monetize their data more effectively while giving brands the ability to reach consumers in moments that matter beyond just retail websites and apps.  Scale and measure success with data partnerships For smaller RMNs to compete with larger players, they need more than just inventory - they need the ability to scale campaigns and prove performance. Data partnerships play a critical role in both expansion and measurement. Measurement remains one of the biggest challenges for RMNs moving off-site. On-site retail media offers closed-loop attribution, but off-site activations introduce complexity. Retailers can work with an identity resolution partner like Experian to connect ad exposures to actual retail outcomes, such as store visits or purchases, across digital and physical environments. Whether it's through pixels placed on campaign ads or TV impression logs, these connections help RMNs demonstrate real impact. This approach helps unify disparate data - such as a CTV ad exposure and a subsequent online or in-store purchase - into a clear, measurable outcome. These insights not only show what’s working, but help RMNs optimize future campaigns and provide advertisers with transparent, third-party-validated reporting. As retailers like Walmart integrate loyalty programs like Walmart+ into their physical extensions, they gain valuable behavioral insights into how customers shop across formats - from fueling up to filling carts. These data signals help refine identity graphs and improve measurement across increasingly hybrid consumer journeys. Beyond ads: The data monetization opportunity Smaller RMNs may struggle to scale ad-supported revenue, but there’s another path forward: Data-as-a-Service (DaaS). Providing anonymized, privacy-compliant audience insights to brands offers a high-margin, scalable revenue stream. In fact, some retailers are already embracing this model by licensing their data to programmatic platforms. A playbook for smaller RMNs to win off-site The future of retail media belongs to those who harness data to influence consumer behavior across all digital marketing channels. To succeed, RMNs should focus on: Moving beyond owned inventory: Activate first-party data across CTV, social, and programmatic channels to meet advertisers where their audiences are. Expanding reach through partnerships: Collaborate with identity resolution providers to maximize match rates and campaign effectiveness. Building a full-funnel offering: Position off-site retail media as a brand-building play, tapping into ad budgets that traditionally fund upper-funnel campaigns. Monetizing data, not just ads: Explore DaaS models to generate passive revenue. The time to move off-site is now Retailers that wait too long to embrace off-site activation risk falling behind. Those that expand beyond their owned inventory, invest in off-site data strategies, and build strategic partnerships will be the ones that shape the future of retail media. Experian isn’t just part of the RMN conversation. We’re driving it. Let’s talk. Connect with our team Latest posts

Not all customers are the same, so why waste your budget marketing to them like they are? McKinsey research shows that 71% of consumers want personalized shopping experiences, and 76% get frustrated when they don’t have them. That’s where demographic segmentation comes in. But what is demographic segmentation, exactly? We define it as a process that helps you categorize your audience into meaningful demographic groups so you can reach the right people with impactful custom messages. Businesses across industries are partnering with Experian to power smarter decisions and better results through solutions like demographic segmentation — but what does this look like in action? This article breaks down five real-world demographic segmentation examples, showing how businesses have worked with us to drive measurable success so you can see exactly how it can work for you. What is demographic segmentation?   Demographic segmentation involves dividing your audience into smaller, more specific groups based on shared demographics like income, education, gender, job, family status, and more to gain a more granular understanding of your brand’s target segments. The better you know your audience, the better you speak to their unique needs — and the more effective your campaigns will be, as you’ll be able to target each segment with highly personalized content that resonates. For instance, a company might market a new tech gadget to young adults in one way while promoting the same product to families with young children in a completely different way, ensuring the message speaks to each group’s lifestyle and priorities. Demographic segmentation attributes Some of the most common attributes used in demographic segmentation include: Age Each age group has different wants and needs. A new video game might catch the eye of teenagers, while a retirement plan is more likely to appeal to someone in their 50s or 60s. Gender Gender impacts preference for certain products, from fashion to gadgets, so knowing who you’re talking to helps make your marketing more relevant. Income Someone with a higher income might be more likely to purchase premium products, while someone on a budget will respond better to discounts or value-based offers. Education The level of education a person has can influence what kind of messaging will resonate with them, whether it’s complex or more straightforward. Occupation A marketing message targeting busy professionals might differ from one aimed at students or retirees. Occupation can tell you what’s important to a person in terms of their needs and lifestyle. Family Status A family with young kids likely has different priorities than a single person or a couple without children. You can adapt your messaging to be more relevant to what matters most to them, like convenience or value. Benefits of using demographic segmentation Demographic segmentation offers several valuable benefits for marketers. Here’s why it’s one of the most commonly used and effective ways to target audiences: Improved targeting and personalization: Demographic segmentation powers highly customized campaigns so you can cater to different income levels, family structures, job types, and so forth. B2C brands can provide offers based on factors like age, income, and gender, while B2B brands can target by occupation to reach decision-makers. Better product and service development: Understanding which demographics use your product or service is a great way to inform future improvements. Higher engagement: With highly customized content, you can speak directly to specific demographic groups and increase engagement. Cost efficiency: As you target the most relevant segments, you optimize your spending around the most likely buyers and will see better returns. Increased conversion and retention: Relevant, targeted messaging leads to higher conversion rates, and when people feel understood, they’ll want to keep coming back. Clearer customer insights: Demographic data provides precise, actionable insights for refining your marketing strategy. Simplicity and effectiveness: Demographic insights are immediately actionable and easy to implement, which gives you a great starting point for focused campaigns. When to use other segmentation types While demographic segmentation provides valuable consumer insights, there are times when other approaches may offer a more effective strategy: Your business provides location-dependent services. If you strictly serve a local area, geographic segmentation would be more effective in targeting customers based on location. Your business offers hobby-centric products or services. Psychographic segmentation (based on interests, lifestyle, or values) may be more relevant than demographics alone for products related to specific interests or hobbies. You have access to detailed behavioral data. If you collect data on customer behavior (like browsing history or purchase patterns), behavioral segmentation would allow for more personalized targeting than demographics. You're selling high-end luxury products. While income is a useful demographic variable, psychographic factors like values, aspirations, and lifestyle better capture the desires of luxury consumers. Your target audience shares similar behaviors, regardless of demographic factors. Behavioral or psychographic segmentation might offer more insight if your customers engage with your product or service based on shared behaviors rather than demographic traits. Your product or service targets specific needs or pain points. Segmenting by need or issue rather than traditional demographic variables would likely yield better results if you're offering a solution to a particular problem (like a health-related product). How our customers are using demographic segmentation to produce tangible results               Demographic segmentation is about knowing your audience and using data to create marketing strategies that drive measurable outcomes. Let’s look at some real-world use cases from brands like yours that have been successful in this effort, working with Experian to translate demographic insights into significant business growth. Use case #1: Identifying customer spending potential to boost growth for a retail chain Objective A large retail chain wanted to understand the spending potential of each customer in their stores. Their goal was to uncover and maximize untapped spending potential. Solution Experian conducted an analysis to identify the top demographic factors that drove spending in the retail store the previous year. Our consultants found the four key drivers were: Age Income Family structure (household composition) Location/region Results By combining these attributes to create segments, we uncovered two valuable annual estimates: Potential spend: A conservative estimate of how much a customer could spend if they reached the top 20% of spenders within their specific demographic segment (based on data from the highest spenders). Unrealized spend: The difference between a customer's annual potential spend and their current spend. An estimate of how much more they could be spending each year. These demographic segments provided the marketing strategy the retail chain used to target $1.1 billion in unrealized spend. This revealed how much additional revenue could be captured by targeting the right customers with tailored marketing and offers through demographic segmentation. Use case #2: Helping a financial institution identify regional DE&I opportunities Objective A large financial institution needed help identifying regional diversity, equity, and inclusion (DE&I) opportunities. They wanted to better prioritize their outreach to underserved communities in the Los Angeles area. Solution Experian's Custom Analytics team provided the data and insights to pinpoint specific areas needing attention. We used three key indices to analyze the region: Income index: Measured each underserved economic group by comparing the percentage of low-to-moderate income consumers against the entire L.A. area. Ethnicity index: Measured the percentage of consumers by ethnicity, such as African-American, Hispanic, Asian, and others, against the entire L.A. area. Credit index: Identified potential credit disparities by looking at the average FICO score and the percentage of customers with credit accounts against the entire L.A. area. Results Our client received an analytics dashboard to track and report these metrics, providing clear, traceable data to prioritize DE&I outreach. This dashboard helped them measure progress toward more inclusive practices. Use case #3: Segmenting a health supplement ambassador program for enhanced engagement Objective A health supplement company wanted to identify specific segments within their ambassador program to provide better support and increase engagement. Solution Experian’s Custom Analytics team developed tailored customer segments to address specific needs and behaviors. These segments included: Young and independent: Younger, lower-income singles or starter households who are just beginning to establish their own lives. Families with ends to meet: Young and middle-aged families with kids who are budget-conscious, often using coupons and enjoying fast food. High-end families: Middle-aged families with kids and high incomes, financially secure big spenders who also give to charities. Empty nesters: Older households with no kids who focus on cooking at home and may have more disposable income. Results Segmenting at registration allowed for more effective communication and engagement with prospects. Customized messaging, guided by customer demographics and purchasing behaviors, improved acquisition and retention by helping the right messages reach the appropriate individuals through their preferred channels. Use case #4: Comparing customer bases: Insights for a retailer across two cities Objective A national retailer with locations in two major cities (their home base city and a recent expansion city) wanted to understand how different their customer base was in each city. They aimed to uncover key demographic and behavioral differences to refine their marketing strategies and ensure each location received the most relevant messaging and promotions. Solution Experian’s Custom Analytics team analyzed each city’s customers across a wide range of characteristics:. Demographics: The expansion city had a younger population with more families, while the home base city had an older and more established customer base. Purchasing behavior: Customers in the expansion city spent more per transaction than those in the home base city. Preferred marketing approach: Customers in the home base city were likelier to be Brand Loyalists, responding well to familiar, trust-driven messaging. Shoppers in the expansion city were Savvy Researchers who responded better to value-based content and product comparisons. Results Using these insights, the retailer tailored its marketing approach to align with each location’s customer base: Home base city: Focused on maintaining loyalty by emphasizing brand trust and highlighting long-term customer benefits. Expansion city: Positioned marketing to appeal to younger, family-focused consumers to showcase high-value purchases and competitive pricing These adjustments led to improved engagement and higher sales in both cities. Use case #5: Optimizing direct mail to help a nationwide retailer maximize impact on a limited budget Objective Facing a shrinking marketing budget, a nationwide retailer needed to refine their direct mail strategy to reach the right customers while reducing costs. Solution Experian’s Custom Analytics team developed a comprehensive dashboard summarizing two dozen recent direct mail campaigns, which allowed the retailer to: Understand the demographic composition of high-response customers across different regions. Identify key patterns in response rates, helping them pinpoint the most receptive audiences. Discover that the Power Elite Mosaic Group representing affluent, high-spending households comprised only 17% of their mailed audience but accounted for 47% of responses. Results With these insights, the retailer restructured their direct mail strategy to target the highest-performing segments. Changes like these led to a 30% reduction in mailing costs while retaining 92% of sales, proving that strategic segmentation can drive efficiency without sacrificing revenue. Explore demographic segmentation with Experian’s Analytics Consulting team Now that we’ve provided a demographic segmentation definition and given you some real-world demographic segmentation examples, it’s time to get a deeper understanding of your audience. Our experienced consultants utilize Experian Marketing Data to create the demographic segments you need to enhance targeting and uncover hidden opportunities. Key features Expertise and experience: Our consultants bring a wealth of analytic knowledge and industry expertise, so you can utilize the latest techniques and best practices. Customized solutions: We provide tailored, custom solutions like demographic segmentation to address your specific needs and challenges. Data-driven insights: Our expertise in Experian Marketing Data quickly delivers valuable insights to optimize operations and identify new opportunities. Industry perspective: As external experts, our consultants offer the unbiased perspective necessary to see beyond internal biases and make objective decisions. Competitive advantage: Utilizing our analytic consultants gives your business a competitive edge by understanding market trends, customer behavior, and potential risks faster than your competitors. Connect with us today to see how our data and expertise can improve  your targeting, personalization, and campaign performance. Connect with us Latest posts

In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Brian Mandelbaum, CEO and Co-Founder at Attain. About Attain Built for privacy — with visibility across all retailers, verticals and purchases — Attain provides solutions for the modern marketer. Its real-time measurement and optimization solutions coupled with high-fidelity audiences and proprietary insights enable marketers to drive valuable business outcomes. The power of transaction-based audiences Attain’s real-time transaction data provides a 360-degree view of consumer behavior. What makes this approach more effective than traditional demographic or behavioral targeting? Attain is the industry’s most trusted source of live purchase data, powered by a robust panel of 8 million fully permissioned consumers. Our platform delivers unmatched, real-time visibility into consumer purchase behavior across retailers, industries, and payment methods. Marketers gain deep insights — such as in-store vs. online purchases, payment methods, purchase frequency, cart contents, and average transaction value — enabling more precise audience targeting and media strategies. With Attain’s rich, transaction-based data, marketers can optimize campaigns with direct, actionable sales signals. Ensuring data accuracy and relevance Attain curates audiences using real-time transaction data, but advertisers often ask whether this data is deterministic or probabilistic. Can you clarify your methodology, and if probabilistic, how do you ensure accuracy and representation across the entire US population? Our transaction data comes directly from the largest live purchase data panel in the U.S. Covering over 10,000+ merchants and $600B in cumulative spend, our dataset offers a complete and dynamic view of real-world purchase behavior. Using advanced machine learning, we scale this data to represent the entire U.S. population with unmatched accuracy, ensuring a balanced and unbiased reflection of consumer spending patterns. Our rigorous methodology eliminates outliers, continuously optimizing for precision and stability, so marketers can trust our insights for better targeting, measurement, and optimization. Privacy-first data practices Attain is built on a privacy-first, consumer-permissioned model. There are many ways to capture purchase data—why did Attain choose a panel-based approach, and how does this method compare to other collection strategies in terms of accuracy, scale, and compliance? Attain’s panel-based approach is the foundation of our privacy-first, consumer-permissioned model. By capturing real-time transaction data directly from our opted-in consumer panel, we ensure unmatched accuracy and ethical data sourcing — paramount in today’s privacy-conscious world.   In exchange for sharing their data, consumers receive valuable benefits like early wages, savings tools, and shopping rewards, with no hidden fees. Unlike legacy third party data providers, our directly sourced transaction data provides deeper, more precise insights, enabling highly granular and actionable audience segments.   Our continuously growing panel reflects a broad cross-section of U.S. consumers while maintaining strict privacy and compliance standards. We fully adhere to regulations like CCPA and GDPR, giving both consumers and advertisers confidence in the responsible use of data. Attain’s approach delivers the ideal balance of accuracy, scale, and compliance—while prioritizing consumer trust. Cross-channel addressability With brands activating audiences across display, mobile, and CTV, how does Attain’s purchase data help advertisers refine their cross-channel strategies? Attain’s purchase data empowers advertisers to refine cross-channel strategies with smarter, data-driven insights. Our real-time transaction-based audiences enable scalable activation across display, social, online video, and addressable TV — ensuring campaigns reach high-intent buyers more likely to convert.   By applying purchase-based audiences across all channels, marketers are utilizing the strongest signals possible, which enables a more effective holistic strategy to drive to that ultimate sales outcome. Whether through social media, TV/CTV, mobile, or programmatic platforms, Attain helps brands connect with consumers at key moments in their buying journey, maximizing media impact with real behavioral insights instead of proxies.   With an expansive and growing network of media partners, Attain ensures brands reach their audiences wherever they are, delivering consistent, high-impact messaging. Whether optimizing for brand awareness or performance, our data helps marketers make smarter decisions to drive superior results. Proven performance with live purchase feedback Attain moves beyond traditional proxy metrics by providing live purchase data. How does this help advertisers optimize campaigns while they’re still running? What sets Attain’s audiences apart isn’t just the data fidelity and holistic coverage of consumer behavior, it's that they’re built and validated using live, privacy-safe purchase signals. Advertisers can execute campaigns confidently, knowing that they’re reaching real consumers based on recent, real-world transactions, not outdated models or inferred, probabilistic behaviors. Attain’s ability to measure sales lift across a wide range of inputs means that marketers can easily understand which audiences are driving actual sales outcomes during flight. This unlocks smarter mid-campaign optimizations, discovering new audiences, and fine-tuning targeting — to ensure audience performance continually improves against real revenue goals. Attain’s closed-loop approach gives advertisers a faster path from targeting to transaction, helping brands maximize the value of every impression. Industry-specific use cases Beyond CPG, Attain supports industries like QSR, retail, and financial services. Can you share a compelling example of how brands in these verticals are utilizing your audiences? Attain’s audiences provide a comprehensive view of the consumer, capturing all aspects of their purchase behaviors — from travel and dining to TV content consumption and shopping habits. This broad perspective offers brands a far richer set of buying signals than ever before, enabling them to make more informed decisions across the entire consumer journey. Quick service restaurants (QSR): With a comprehensive view across all transaction types (cash, credit, debit) – Attain enables QSRs to capture a full picture of customer spend at their nationwide locations. Ensuring these brands have holistic coverage across all sales channels, powered by a direct relationship with the consumer, Attain captures transactions both in-store, online, and through 3P delivery apps like UberEats and Grubhub. This powers Attain’s deep insights, which QSRs can use for intelligent, precise targeting- including frequent visitors, competitive share, products purchased, and more. QSRs can use this data to solve a variety of business objectives, like retention/growth, competitive conquesting, and more. Retail: In retail, Attain provides a wide range of audience segments, including loyalty shoppers, in-market buyers, competitive shoppers, and even adjacent buyers who may be interested in similar products. By combining these segments, retailers can optimize their campaigns to target real-time shoppers with the highest intent, rather than relying on outdated or generalized profiles that other providers might offer. Additionally, with our industry-leading refresh rate, brands benefit from the most up-to-date data, ensuring their campaigns are always aligned with the latest consumer behaviors. Financial services: In the financial services sector, Attain’s purchase data helps identify consumers who are actively considering financial products such as credit cards or loans. By understanding their purchasing behaviors, marketers can deliver highly personalized and relevant offers to those already displaying intent, leading to better conversion rates and more effective acquisition strategies. Integration with Experian's marketplace Attain is now available through the Experian marketplace. How does this integration make it easier for advertisers to activate and scale your audiences? Attain’s integration with Experian marketplace makes it easier than ever for advertisers to activate our purchase-based audiences across TV, social, and programmatic. This partnership makes Attain’s data even more accessible, supporting our mission to build the most comprehensive and trusted consumer data ecosystem.   With direct access to our real-time audiences within Experian’s marketplace, advertisers can more efficiently launch campaigns at scale and make more precise, data-driven decisions. As one of Experian’s inaugural partners, we’ve already seen strong adoption and demand, reinforcing the value of this partnership. The future of transaction-based targeting As the use of transaction data in advertising continues to grow, what changes do you anticipate in how brands will apply it for targeting and measurement? And how is Attain evolving its approach to support those shifts? As transaction data reshapes advertising, brands can shift from targeting probabilistic audiences to reaching high-intent consumers for greater ad relevance and conversions. Purchase data also unlocks highly accurate incrementality measurement, closing the loop and revealing which tactics and channels drive true incremental sales. Attain’s platform is built for outcomes-driven advertising, capturing data across the entire media cycle to continuously optimize performance. As we continue to make investments in AI and machine learning into our platform, our insights will become even more actionable and efficient — helping brands maximize impact, drive incrementality, and fuel long-term growth. Thanks for the interview. Any recommendations for our readers if they want to learn more? To explore our audience segments, visit the Attain website or contact your Experian account representative to schedule your free match test. Contact us About our expert Brian Mandelbaum, CEO and Co-Founder, Attain Brian Mandelbaum, a veteran entrepreneur and investor, is the co-founder and CEO of Attain, North America’s largest opt-in purchase platform. Prior to Attain, Brian founded Clearstream TV, a data-enabled video distribution platform acquired by Engine Group in 2015. He brings over 20 years of experience in data-driven digital media, collaborating with top agencies and major brands. Latest posts

Retail media networks (RMNs) are on track to capture over $128 billion in ad spend by 2028, growing nearly 25% year over year​. But behind this rapid expansion, RMNs face a challenge that could slow their momentum: they lack the complete picture of their customers.   Retailers sit on a goldmine of first-party data—loyalty programs, online purchases, and in-store transactions—but their customer view is often fragmented, incomplete, or entirely anonymous. Without a strong identity foundation, RMNs struggle to: Scale advertiser reach beyond logged-in users Seamlessly match audiences across channels (CTV, programmatic, social) Deliver the precise targeting and measurement that advertisers demand The reality? Data is only valuable if it’s usable. And right now, too many RMNs are leaving value on the table. The identity challenge: If you can’t see it, you can’t monetize it Retailers have two types of customers: Known customers: Logged-in or self-identified users with purchase history and identifiable attributes. Unknown customers: Shoppers who browse, purchase in-store, or check out as guests—leaving behind only partial or anonymous data. Although many retailers have a loyalty program, it’s unlikely they are capturing a full view of all of their customers, especially outside of their four walls. When retailers don’t know their customers, they can’t effectively: Understand what messages will resonate with what audiences Extend their audiences beyond their owned platforms Provide advertisers with the reach and addressability they demand Accurately measure media performance and prove ROI But this challenge isn’t unsolvable—it’s an identity problem, and Experian is built to fix it. The missing link: Clean, enriched, and connected data Assuming your data is ready to activate is a costly mistake. Too often, RMN data is messy, siloed, and incomplete, making it difficult to deliver the precision and performance advertisers expect. Experian flips the script—helping RMNs transform fragmented signals into a complete, connected picture of their audience. Here’s how Experian helps RMNs go from fragmented to first-class Clean and optimize We organize messy customer data, removing duplicates and filling in gaps. Enrich and enhance Our insights add depth to profiles with demographics, behavior, and purchase intent signals. For example, an RMN may know a shopper recently bought a car seat—but not that they lease a luxury SUV. That auto data is critical to securing auto ad dollars, and it’s exactly the kind of insight Experian provides. Expand and connect Using digital identifiers like hashed emails (HEMs), mobile ad IDs (MAIDs), and connected TV (CTV) IDs, we help extend audience reach across every channel advertisers care about. The result? A complete and addressable audience picture that RMNs can activate confidently—on-site and off. We partnered with one of the largest RMNs in the world to overhaul its first-party shopper data ahead of industry changes. By anchoring its data to stable digital IDs, addressability skyrocketed by nearly 300%. That’s the Experian difference—turning guesswork into confidence. Retailers who master identity will win the RMN race In an increasingly competitive RMN landscape, identity isn’t optional—it’s everything. Advertisers demand scale, accuracy, and measurable impact. Only RMNs with a robust identity foundation will rise above the competition. RMNs that prioritize identity resolution and data enrichment will: Drive more revenue by increasing the size of their addressable audience Keep advertisers engaged with better targeting and measurement Capture RMN market share by offering scale and accuracy Don’t just compete—lead. Ready to transform? Experian will show you how Fixing data inside the RMN ecosystem is just the beginning. In part two, we’ll cover: Why RMNs should be activating their enriched first-party data across CTV, programmatic, and social. Why off-site expansion is the future of maximizing revenue. How Experian’s data and identity solutions power off-site activation.  Experian isn’t just part of the RMN conversation. We’re driving it. Let’s talk. Connect with our team Latest posts

As privacy regulations, signal loss, and consumer expectations change, marketers face growing challenges in creating meaningful connections. In our latest Ask the Expert segment, Tom Wolfe, SVP at Viant, and Ali Mack, VP of AdTech Sales at Experian explore how first- and third-party data strategies, advancements in connected TV (CTV), and AI tools empower marketers to build smarter campaigns tailored to modern demands.  Identity-driven advertising built on first-party data With the decline of traditional third-party signals and the rise of privacy-first advertising, first-party data is more important than ever. By collecting data directly from customers, marketers ensure they have accurate, user-consented data to fuel personalized advertising. Viant’s identity graph takes these first-party signals—such as email addresses, household locations, and phone numbers—and connects them with additional attributes in a privacy-safe way. This approach empowers marketers to build precise audience segments without relying on cookies, which Viant phased out over a decade ago.  Combining first-party data and privacy-first solutions to build trust By combining first-party data strategies with privacy-first solutions, marketers can build long-term success while earning consumer trust. The Viant Household ID eliminates reliance on cookies while enabling secure, compliant campaign management. Additionally, Viant's partnerships with cleanrooms further protect their clients' data integrity and ensure smooth collaboration between trusted parties. Beyond safeguarding consumer information, the Viant ecosystem allows their clients to integrate data seamlessly from audience segmentation to campaign activation and reporting.  How first and third party data work together While first-party data is crucial for precise, personalized advertising, it isn’t always sufficient—especially for smaller or emerging brands that haven’t yet amassed audience data. Third-party data plays a pivotal role in these scenarios by supplementing first-party insights, offering a broader view of consumer behavior, leading to new growth opportunities.  Viant collaborates with partners like Experian to help marketers seamlessly merge their customer information with additional consumer insights. Viant and their clients benefit from Experian's identity data to match various identifiers such as hashed emails, device IDs, or other platform-specific tags and map them back to a single consumer profile. With a unified view of the consumer, marketers can refine targeting, expand their reach, and maintain consistency across channels. By utilizing first- and third-party data solutions, marketers can build well-rounded, effective campaigns that resonate with diverse audiences. “Our clients have embraced the Viant Household ID because it powers a comprehensive, seamless flow from segment creation to targeting, activation, and measurement.” Tom Wolfe, SVP Business Development, Viant  CTV as a core marketing channel CTV is emerging as the core platform for immersive and effective advertising by merging the visual storytelling power of traditional TV with the precision of digital tools. Viant helps marketers optimize CTV capabilities by building connections between premium publishers and data, allowing marketers to personalize experiences. Whether it’s tailored ads for families watching a live sports event or pinpointing niche interests, CTV enables marketers to reach diverse audiences with meaningful ads. Beyond awareness, Viant drives results for their clients and monitors that performance across each stage of the funnel. Marketers can use the key insights to optimize their media buys on CTV and achieve even higher ROI.  Viant takes CTV performance a step further with its direct access programs. Stronger data matching via publisher partnerships improves accuracy, helping marketers connect with their ideal audience. Viant’s recent data shows that campaigns incorporating CTV achieve a conversion rate of 12.89%, outperforming campaigns lacking it by a wide margin. This dramatic improvement highlights the power of precise targeting combined with Viant’s advanced CTV tools. For marketers, this translates to impactful storytelling supported by tangible results.  “CTV drives high-level brand awareness via sight, sound, motion, and emotion, but it also powers activity through the funnel.” Tom Wolfe, SVP Business Development, Viant  AI is streamlining marketing from start to finish AI is transforming advertising by automating tasks like performance tracking and audience segmentation, allowing marketers to focus on strategy and creativity. At Viant, AI is part of the company’s DNA, helping marketers drive more efficient and effective campaigns.  With real-time data insights and streamlined processes, teams can quickly refine messaging and optimize budgets. This efficiency not only saves time but also empowers marketers to channel their energy into creating impactful strategies that resonate with their audiences. The integration of AI into Viant’s ecosystem also simplifies overall workflows, optimizing campaign execution from start to finish. With performance tracking made easier and segmentation automated, marketers can rely on data accuracy and actionable insights to make confident decisions.  How Experian and Viant work together Experian's syndicated audiences—demographic, auto, TV, FLA (Financial Fair Lending Act), and more—are available within Viant's platform. Experian's partnership with Viant enables the deployment of custom audiences specifically designed to meet distinct campaign objectives. Together, Experian and Viant provide solutions that support first-party data strategies, third-party data integration, CTV optimization, AI-driven insights, and identity resolution, creating a cohesive and privacy-forward marketing ecosystem.  “At Viant, we focus on the sensible, scalable, impactful opportunities.” Tom Wolfe, SVP Business Development, Viant  Watch the full Q&A Visit our Ask the Expert content hub to watch the full conversation with Tom and Ali and learn more about Viant’s scalable identity solutions.  About our expert Tom Wolfe, SVP Business Development, Viant  As SVP of Business Development at Viant, Tom and his team forge strategic business partnerships that fuel the company's growth and business strategy. He is a seasoned industry veteran with more than 25 years of expertise in content distribution, advertising, and technology, particularly in CTV. Throughout his career, Tom has played a pivotal role in establishing and managing multiple businesses at major companies such as Roku, TiVo, YuMe, and Comcast. Additionally, he has provided valuable advisory services to organizations including VIZIO, Vice Media, and many others across the ecosystem. Tom holds a B.A. in Political Science from Lehigh University and has shared his knowledge as a guest lecturer at both New York University and Drexel University.  Latest posts

At this year’s Shoptalk, one thing was crystal clear: Retailers are no longer just competing on price or product—they’re competing on experience. And in that race, customer expectations are not just the starting line—they’re the finish line, too. Over three days of discussions, demos, and side conversations, Shoptalk 2025 delivered a fresh look at how brands and advertisers are adapting to an increasingly blended retail environment. The show spotlighted not just what's new in retail media and AdTech—but how the industry is rethinking the entire shopper journey. What we heard again and again on the ground was this: there is no one-size-fits-all playbook anymore. Every retailer is navigating their own unique mix of identity, data, tech, and consumer needs. The winners will be those who stay nimble while staying connected to what customers actually want. Experience is everything Across sessions and show floor chats, the core message was this: customers expect more—and retailers must rise to meet that moment. Whether it’s a personalized in-store interaction or a seamless connected TV (CTV) ad experience, people want value, inspiration, and storytelling wherever they shop. That means digital and physical channels must work together effortlessly. Retailers aren’t just “digitizing” the in-store experience anymore—they’re rethinking how to make the entire shopping journey feel easy, consistent, and enjoyable. This shift isn’t just about touchpoints. It’s about changing the way retailers think about the customer experience. Loyalty isn’t a program, it’s every interaction Loyalty emerged as a major theme—one that goes well beyond points and perks. Speakers from Wayfair, DSW, and Lowe’s emphasized that every customer interaction, not just formal programs, should be viewed as an opportunity to build emotional loyalty. Sarah Crockett, CMO of DSW, shared that emotional tactics resonate more deeply than transactional rewards—echoing a broader shift toward customer-centric, experience-driven engagement. “Loyalty today isn’t just about perks. It’s about trust, connection, and knowing your customer on a deeper level. Every interaction is a chance to build that relationship.”Sam Zahedi, Sr. Enterprise Partnerships Manager Retail media gets real Retail media networks (RMNs) took center stage, but the tone is changing. With so many players flooding the space, retailers and advertisers alike are asking tougher questions: How do you stand out? How do you prove value? And perhaps most critically—how do you build trust? Standardization came up in several sessions, but as Harvey Ma from Sam’s Club MAP pointed out, standardization alone won’t fix what's been lost: foundational trust and transparency. Advertisers want more than impressions—they want insights, outcomes, and measurement they can count on. “There’s no one playbook—nor should there be. Every retailer, every RMN, and every customer is different. Success comes from building strategies as unique as the audiences they serve.”Anne Passon, Sr. Director, Sales, Retail Many brands came to our team asking how Experian can help extend their audiences into new environments like social and CTV. Here’s how we do it: We work with our RMN partners to take their organized, clean, complete, and highly usable customer records and expand them to include other digital identifiers. By adding digital IDs such as hashed emails (HEMs), mobile ad IDs (MAIDs), CTV IDs, and Universal IDs like Unified I.D. 2.0 (UID2) or ID5, we ensure that the retailer's entire customer base can be reached. On their own, RMNs only know the digital identity of a portion of their customer base. With Experian's help, they can add digital IDs to their entire customer base. As a result, marketers can reach all of an RMN's customers, including those whose identities were previously unknown. They can reach these customers both onsite and offsite, thanks to the array of addressable IDs we provide. This increase in addressability leads to higher revenue for the RMN. Moving at the speed of people One of the most thought-provoking moments came from Nikki Laughlin from McClatchy Media during a Brand Innovators session. She asked a simple but powerful question: How can we move at the speed of people if we’re always looking backward at data? It’s a challenge we’re hearing more often—marketers want to be proactive, not just reactive. That requires faster insights, cleaner connections between signals, and a shift from static audiences to living, evolving ones. Experian's identity and data solutions aren’t just about better targeting—they’re about helping brands activate smarter, faster, and with more confidence across the full media ecosystem. A marketplace of possibilities The best part of Shoptalk? The spontaneous moments. The side conversations where ideas turned into opportunities. We had several discussions that signaled new partnerships on the horizon—some with current clients, others brand new. What united them was a desire to co-create: to build something more tailored, more agile, more customer-first. Of course, there were also shared challenges. Retailers are navigating how to stay customer-centric while grappling with complex, sometimes controversial tech—from AI to influencers to evolving data privacy norms. But if there was one consistent thread, it was this: retailers are hungry for clarity and collaboration. Forget the playbook, follow the customer Shoptalk 2025 reminded us that while tech and trends come and go, the most successful retail strategies still start with one thing: knowing your customer. That’s what fuels smarter activation, stronger measurement, and more meaningful experiences—whether online, in-store, or across emerging media channels. If you're rethinking your retail strategy or want to explore how Experian can support your goals across identity, retail media, or CTV, let’s talk. Let's connect and explore what's possible Latest posts

Originally appeared in MarketingProfs We all understand the importance of data quality. Metrics like third-party validations, match rates, and accuracy scores help us assess data quality on its own terms. Yet too often, organizations struggle to connect high-quality data with real-world business outcomes. How does data accuracy directly impact the ability to reach target audiences and campaign performance? Scale and cost: The tradeoffs of accuracy Marketers are frequently incentivized to prioritize broad reach, even at the expense of precision. This often leads to decisions driven by short-term gains—reaching more people at a lower cost. The temptation is deceptively straightforward, but deep down we know overly simplistic approaches are likely to fall short. Cheaper data solutions, even if they seem to provide greater reach, mask a deeper issue. The data may not be accurate. In fact, the initial savings from cheaper data typically result in higher long-term costs due to inefficiencies and waste that are hard to track. Unless you’re carefully evaluating your campaign results, it can be difficult to see where the inefficiencies are creeping in. The hidden cost of inaccurate data Programmatic platforms make it easy for mistargeted impressions to slip through unnoticed. Common issues include: Stale data, where consumer behaviors and locations have changed but the data hasn’t. Inactive signals, where you think a digital identifier like a device ID is addressable, but the device hasn’t been used in months. Disparate or duplicative data, where you think you’re reaching three people but in fact it’s just one person who you’re frequency bombing. Nobody likes getting the same ad over and over again. It’s like if your co-worker messaged you “hey” five times in a row. Direct mail waste is tangible: towering stacks of returned mail serve as undeniable reminders of inefficiency, not to mention the financial costs of wasted postage. Digital campaigns, by contrast, often obscure their inefficiencies within complex programmatic platforms or impression reports. It’s like watching a gust of wind scatter piles of paper into the ether—it's hard to track and quantify. As a result of these data inaccuracies, brands mistakenly assume they’re optimizing their budgets when, in fact, they’re hemorrhaging money and reaching the wrong people with a message they don’t care about. It’s a marketer’s nightmare scenario. The perceived savings from cheaper, less accurate data turn out to be an illusion. The compounding effect of inaccurate data Consider a situation where an inaccurate insight or signal prompts a brand to adjust its targeting toward an underperforming segment. Each new campaign uses this flawed data to guide its optimizations, amplifying the waste. What starts as a minor inefficiency quickly becomes a significant budget drain, funneling resources into segments that aren’t delivering. If you bake a cake but use salt instead of sugar–each new ingredient only makes the final product more unpalatable. With ad targeting, the feedback loop created by optimization tools exacerbates this issue. Decisions are made based on misleading metrics, perpetuating flawed strategies and causing brands to over-invest in underperforming tactics. Without scrutiny, brands risk building entire strategies on fundamentally flawed insights. The value of investing in the highest quality data With accurate data, brands can zero in on the right audience. This is particularly critical in lookalike modeling. By enriching customer files, brands can understand the nuances of who their best customers are—and how to find more of them. Tailored messaging, based on a consumer’s actual behaviors and interests, deepens engagement. Conversion rates rise as campaigns meet customer needs. Accurate data also provides insights that aren’t immediately obvious. Sometimes, seemingly minor behaviors or unexpected demographic segments can emerge as key drivers of conversions. It’s like finding the one avocado at the grocery store that’s perfectly ripe…you’re well on your way to delicious guacamole. To truly grasp the impact of data accuracy, traditional validation metrics such as third-party assessments (e.g. Truthset) should be paired with other performance indicators that show you how well data reflects actual consumer behavior. With this complete picture in view, the choice is obvious: quality data is worth the premium.  Acting on what the data tells you Collecting accurate data is just the first step—the real challenge is having the ability to act on what it reveals. Many brands enter campaigns with preconceived notions about their target audience, only to find the data tells a different story. Ignoring these insights stifles growth. The value of data-driven marketing lies in trusting the insights and adapting strategies accordingly.  How to test if your current approach is working We understand that changing data providers can feel daunting, but there are low-lift ways to explore whether your current approach is truly delivering. Test the waters by selecting an Experian Audience on a major platform or building a custom audience to see how your campaigns perform. Alternatively, collaborate with Experian’s insights team to gain a deeper understanding of your audience and determine if it aligns with your current strategy. It’s a small step that could lead to a big impact. Get in touch with our team today Latest posts