Brands want more from their media investments: better insights, more efficient reach, and clear proof of performance. Whether you’re starting with high-quality first-party data or need help reaching new audiences, Experian offers flexible solutions to drive reach among key audiences and to measure the impact.
We’ve built two primary activation and measurement solutions tailored to how brands operate, so you can spend less time managing data and more time driving outcomes.
Use case 1: First-party insights to activation and measurement
Best for: Brands with first-party data looking to deepen their understanding of existing customers, activate intelligently, and measure what matters – all through a single trusted partner.
Solution: Audience Engine + Outcomes
Audience Engine
Audience Engine is our self-service platform designed to help you onboard first-party data, gain key insights into your customers, build custom audiences using our powerful data assets, and activate them across 200+ platforms — all within a single workflow.
Outcomes
Experian Outcomes closes the loop by measuring real-world results of your campaigns (such as visits, purchases, and website actions) and tying them back to specific media exposures across digital and TV channels.
Together, these tools offer a full-funnel audience and measurement solution, from planning and activation to proving performance.
Let’s bring this to life
A leading athletic retailer partnered with Experian and Yieldmo to drive in-store foot traffic, targeting shoppers likely to buy from their competitors during key sales windows.
Using Experian’s Audience Engine, which includes our proprietary and third-party data marketplace, Yieldmo built a high-performing, self-serve targeting strategy for the retailer. By combining Experian Audiences with Partner Audiences from Alliant, Circana, Webbula, and Sports Innovation Lab, Yieldmo was able to build apparel and footwear audiences from the data marketplace including:
- In-store shopper segments
- Athleisure purchasers
- Competitive purchasers
Audience Engine also enabled Yieldmo to tap into Experian’s identity graph, expanding cross-channel reach and maximizing campaign scale and precision.
And while not used for this campaign, our Outcomes solution allows advertisers to tie media spend to in-store activity, so retailers can measure true business impact.
Benefits
Understand your customers more deeply
To reveal behavioral, demographic, and lifestyle trends.
Reach your first-party audiences at scale
Across top activation platforms, using Audience Engine’s onboarding capabilities.
Increase your brand awareness
By reaching prospective audiences, using Experian Audiences, Partner Audiences, and lookalike audiences.
Measure campaign effectiveness
With Outcomes, which correlates media exposures (digital and/or TV) with offline and online conversions, visits, or sales.
Optimize future media buys
By using attribution insights to refine targeting, creative, and channel mix based on what’s actually driving results.
Use case 2: Activation and measurement
Best for: Brands that already know who they want to reach and are looking to activate high-quality, data-driven audiences across their preferred media platforms and want to clearly understand what’s driving performance.
Solution: Audiences + Partner Audiences + Outcomes
Audiences
Experian Audiences are pre-built audience segments grouped by shared attributes from Experian Marketing Data built for activation on-the-shelf of top programmatic, TV, and social destinations like FreeWheel, Magnite, and Madhive, in addition to Audience Engine.
Partner Audiences
Experian’s Partner Audiences are high-quality audience segments sourced directly from 30+ leading third-party data providers like Affinity, Circana, and Dun & Bradstreet. These segments are curated across verticals like Business, CPG, Health, Retail, and Travel, and are available through on top media destinations, in addition to our data marketplace for easy selection and deployment.
Outcomes
Experian Outcomes helps close the loop by tying real-world results back to media exposures across digital and TV channels.
Together, these products empower marketers to activate smarter and prove success with confidence.
Let’s bring this to life
A leading fashion brand set out to grow their customer base by reaching high-intent shoppers where they spend their time: online. Their goal: drive e-commerce conversions through a programmatic campaign powered by The Trade Desk.
To do it, they needed more than just reach, they needed accuracy. That’s where Experian came in.
On The Trade Desk, the brand quickly discovered Experian’s prebuilt audience segments, readily available and easy to activate. They selected:
- Age Range: 25–44
- Women’s Fashion Frequent Spenders: Households identified as frequent purchasers of women’s apparel, cosmetics, jewelry, and accessories—based on verified, consumer-reported transactions from the past 24 months.
These segments gave the brand confidence that it was putting its message in front of the right consumers, those most likely to engage and buy.
To understand whether their campaign was driving results beyond impressions, the brand implemented a site pixel to capture both top-of-funnel visitation and bottom-of-funnel conversions.
Using Experian’s Outcomes solution, they were able to close the loop—tying ad exposure directly to e-commerce sales. The Outcomes report showed clear campaign lift, highlighting which channels and audience segments performed best. Armed with these insights, the brand refined their targeting and messaging for future media buys—boosting ROI with each iteration.
Benefits
Reach your ideal audience at scale
By activating Experian Audiences and Partner Audiences off the shelf at digital and TV platforms.
Access privacy-conscious, diverse data
Curated by 30+trusted data providers in verticals like Business, CPG, Health, Retail, and Travel without needing to manage multiple data contracts.
Understand what’s working
Through Outcomes reporting, which connects media exposure to offline and online outcomes like conversions, purchases, or visits.
Continuously improve performance
By using attribution insights to inform audience selection, creative strategy, and media channel mix for future campaigns.
Bring this to your brand
Experian’s activation and measurement solutions for brands gives you the tools to act with clarity: from onboarding your first-party data to reaching new customers and tying media back to real results.
Whether you’re starting with deep customer insights or building campaigns from scratch, here’s how our solution helps:
Audience Engine
Onboard your first-party data, gain insights into audience composition, build custom audiences using Experian and Partner Audiences, and activate them across 200+ leading platforms — all through a centralized, self-service platform.
Audiences and Partner Audiences
Reach high-intent prospects using Experian’s syndicated audiences or custom-built segments from partners like Circana, Dun & Bradstreet, and more.
Outcomes
Understand what worked. See how media exposure correlates with actions like store visits, quote requests, site activity, or purchases.
Every element is built to help you scale campaigns, improve addressability, and tie media spend to results that matter—without the overhead of multiple vendors or disjointed systems.
Ready to see it in action? Get in touch with our team.
Latest posts
Ditch the cookie, not the data with the next evolution of contextual targeting Today, we're excited to announce Contextually-Indexed Audiences, a game-changer in contextual targeting. Experian’s new solution offers advertisers a powerful, privacy-safe solution that combines the precision of deterministic audience targeting with the flexibility of contextual targeting. Powered by real-time analysis from two million websites, access to 1,400 trusted audience segments, and easy activation through the top demand-side platform’s contextual marketplace or Audigent private marketplaces (PMPs), this solution offers advertisers a scalable way to reach their target consumers. With this solution, advertisers can reach consumers on websites that over-index for visitors with the demographics, behaviors, or interests, they are looking to target. For example, an automotive brand can select Experian’s “Contextually-indexed in-market for a luxury electric car” audience segment and reach consumers when they are browsing websites that often attract that exact segment. Best of all, this is done in a privacy-safe way since it’s not reliant on cookies, mobile ad IDs (MAIDs) or other user identifiers. How Contextually-Indexed Audiences work Contextually-Indexed Audiences harness advanced machine learning technology to move beyond traditional keyword-based strategies. The solution works in three steps: First, it analyzes traffic from over two million websites and mobile apps to identify the types of frequent visitors to those platforms. Next, using Experian’s Digital Graph, it resolves the identities of those visitors and maps them to more than 1,400 of Experian’s Syndicated Audiences, determining which audiences are most overrepresented on each site. Finally, the relevant audiences are assigned to those sites, allowing advertisers to deliver ads to people in those audiences while they are actively browsing the websites — without relying on user identifiers. Customer success story A leading auto manufacturer was among the first clients to activate this new solution while we were in beta. The goal was to identify new contextual targeting solutions that focus on privacy while maintaining scale and performance. The client identified two key target audiences: first-time vehicle buyers and experienced buyers. The initial campaigns using this new solution were highly successful. Even as the campaign scaled to twice the original volume, it continued to deliver three times the targeted click-through rate (CTR) goal. “Partnering with industry leaders like Experian, we're pushing the boundaries of contextual targeting with innovative data strategies that offer buyers greater flexibility and improved performance. These advanced contextual solutions are exciting as they not only drive results but also have the same privacy safeguards as traditional contextual targeting.”Matt Griffith, CTO & Co-Founder, Audigent Benefits of Contextually-Indexed Audiences Accurate consumer reach: Real-time integrations with over two million websites and apps coupled with machine-learning indexing technology ensure audience segments are constantly refreshed, which means advertisers reach consumers based on their latest habits. Privacy-safe audience targeting: These audiences are not reliant on cookies or any other user identifiers for targeting. Audience customization: Create the right audience segment for your campaign by using a combination of over 1,400 audiences across 12 data categories like demographics, politics, health, travel, finance, and TV. Flexible activation: Activate these audiences instantly in the top demand-side platform’s contextual marketplace or utilize our partnership with Audigent to create a custom private marketplace (PMP), where they can be activated across any media buying platform. When using a PMP, advertisers benefit from additional performance optimization capabilities. Experian’s Contextually-Indexed Audiences offer advertisers a powerful solution that combines the precision of audience targeting with the flexibility of contextual targeting. With real-time analysis of over two million sites and access to 1,400 trusted audience segments, advertisers can reach consumers based on their exact behaviors and interests. This is done in a privacy-safe, yet scalable way since it’s not reliant on cookies or other user identifiers. Whether activating instantly through the top demand-side platform or customizing through Audigent PMPs, this is the future of audience targeting. Ditch the cookie, not the data, and elevate your strategy today. Contact us Latest posts
Experian is excited to announce that Experian Audiences are now accessible on FreeWheel, a global technology platform for the TV advertising industry. This includes FreeWheel’s leading sell-and-buy-side programmatic advertising platforms, which provide premium inventory for digital and TV campaigns. With Experian Audiences available within FreeWheel, advertisers can access the data they need to create and activate high-impact, targeted, and personalized campaigns across linear, digital, and advanced TV. Unlock unmatched audience precision With this integration, FreeWheel customers gain access to Experian's syndicated audiences powered by Experian Marketing Data. Experian offers 2,400 ready-to-use audiences across 15 data verticals, including demographic, lifestyle and interests, retail purchases, and auto. Backed by a deep understanding of people in the offline and digital worlds, Experian's data is ranked #1 in accuracy by Truthset, giving advertisers confidence that they are reaching the right people. “With the expansion of our collaboration with FreeWheel, we're enabling digital and television advertisers to access Experian Audiences with unprecedented ease. This integration equips brands with ready-to-use audiences, allowing them to build highly personalized campaigns that precisely reach the right consumers. This helps drive measurable impact and improves the effectiveness of brands' advertising strategies.”ali mack, vp of adtech, experian Publishers using Audience Manager, FreeWheel’s audience-enabled solution, can unify audiences across devices and ad types, including linear, through the FreeWheel Identity Network. Advertisers using Beeswax, FreeWheel’s demand-side platform (DSP), can target these audiences across multiple devices and platforms to ensure their campaigns resonate and deliver better results. Whether advertisers are targeting holiday shoppers or in-market car shoppers, Experian's data ensures campaigns are timely, relevant, and effective. Boost your campaigns with targeted audience solutions When it comes to capturing the interest of car buyers or connecting with valuable holiday shoppers, our collaboration provides audience targeting to ensure a marketer's message hits home when it counts. Capture TV viewers at the right moment. Developed in partnership with the Advertising Research Foundation (ARF), Experian's TV viewership audiences allow advertisers to reach households based on actual viewing habits, from how a household consumes TV to the brand of TV they own. Drive auto sales with in-market targeting. Reach in-market and near-market car buyers to support vehicle launches and end-of-year promotions, ensuring advertisers’ messages hit consumers actively looking for a vehicle. Maximize retail success during the holiday. The holiday shopping season presents an ideal opportunity to capture attention, drive sales, and build lasting customer relationships. Experian can help you capitalize on the holiday season with precisely targeted audiences, including shopping styles, discount-seekers, gift-givers, and holiday travelers. Transform your campaigns with Experian Audiences With Experian Audiences available in FreeWheel’s platforms, advertisers can access the data they need to create high-impact campaigns across TV and digital platforms. Whether your goal is to drive sales during the holiday season or reach in-market car shoppers, Experian's trusted data ensures you'll reach the right audience at the right time with the right message. For a full list of Experian’s syndicated audiences and activation destinations, download our syndicated audiences guide. Download now Contact us Latest posts
As Oracle exits the advertising space, we understand that this may present a challenge. Experian is here to support you with a seamless transition in your audience targeting. As one of Oracle’s primary data providers that powered their audiences, we’ve mapped Oracle audiences to Experian audiences, helping you to switch your audience targeting with no impact on your campaign’s performance. In this blog post, we highlight four audience categories that we know marketers are actively seeking to replace and target: auto, restaurants, lifestyle and interests, and demographics. Experian’s approach to best-in-class audience targeting Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs). Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Experian’s audience solutions are rooted in offline, deterministic data — like name, address, phone number, and email — that rarely changes. Our deep understanding of people in the offline and digital worlds provides marketers a persistent linkage of known offline data and digital identifiers, which means you get accurate and consistent audience targeting across all channels. Auto, Cars, and Trucks As the premier auto partner contributing to Oracle auto segments, Experian can help you reach and target consumers based on their known and predictive auto shopping behaviors. Experian’s auto audiences are built utilizing insight from our North American Vehicle Database℠ and other data attributes from Experian Marketing Data to provide highly accurate audiences for digital and TV advertising. Unlike some of our competitors who are also positioning themselves as a replacement audience provider, Experian owns all our Vehicle, Consumer, and summarized Credit data under one umbrella and refreshes our audiences every 30 days. This ensures tighter audience composition, superior data hygiene, and best in-class data fidelity, which means you get to target the most accurate audiences. With over 750 syndicated audiences segmented by make, model, price, vehicle age, fuel type, and more, our data is accessible through Experian’s distribution power across all platforms — digital, TV, programmatic, and social — allowing activation wherever our partners need it. Here are the 10 most popular Experian audiences that align with Oracle’s auto audiences: Audience by OracleExperian audienceAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and CrossoversAutos, Cars and Trucks > In Market-Body Styles > SUV and CUVAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Mid-Size Pickup TrucksAutos, Cars and Trucks > In Market-Body Styles > Mid-Size TruckAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Full-Size Pickup TrucksAutos, Cars and Trucks > In Market-Body Styles > Full-Size TrucksAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVs > Small to Mid-Size SUVAutos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUVAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVsAutos, Cars and Trucks > In Market-Body Styles > SUVAudiences by Oracle > Financial Services > Insurance > In-Market > Auto InsuranceLifestyle and Interests (Affinity) > In-Market > Auto InsuranceAudiences by Oracle > Auto, Cars and Trucks > Merchant Category Audiences > Auto Insurance High SpendersRetail Shoppers: Purchase Based > Automotive (Cars & Trucks) > Auto Insurance: High SpendersOracle BlueKai > In-Market > Auto, Cars and Trucks > Condition > Used Cars > More than 5 years oldAutos, Cars and Trucks > In Market-New/Used > Used car 6+ yearsAudiences by Oracle > Auto, Cars and Trucks > In-Market > Condition > Used > Less than 5 years oldAutos, Cars and Trucks > In Market-New/Used > Used car 0-5 yearsOracle BlueKai > In-Market > Auto, Cars and Trucks > Classes > Cars > Compact and Sub-Compact CarsAutos, Cars and Trucks > In Market-Body Styles > Compact or Subcompact Cars Lifestyle and Interests Experian’s Lifestyle and Interests data helps you reach and target consumers based on their predicted lifestyle and behavioral characteristics with data sourced from consumer surveys, research panels, and online behaviors, enabling more personalized and impactful marketing strategies. Here are five of the most popular Experian audiences that align with Oracle's lifestyle and interest audiences: Audience by OracleExperian audienceAudiences by Oracle > Hobbies and Interests (Affinity) > Pets > DogsLifestyle and Interests (Affinity) > Pets > Dog OwnersAudiences by Oracle > Hobbies and Interests (Affinity) > Pets > CatsLifestyle and Interests (Affinity) > Pets > Cat OwnersAudiences by Oracle > Hobbies and Interests (Affinity) > Health and Fitness > ExerciseLifestyle and Interests (Affinity) > Health & Fitness > Fitness EnthusiastOracle DLX (Datalogix) > DLX Finance > InvestorsLifestyle and Interests (Affinity) > Investors > Active InvestorAudiences by Oracle > Lifestyles > Merchant Category Audiences > Sports LoversLifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast Demographics Experian’s demographic data allows marketers to tap into the accurate data from Experian Marketing Data to refine audiences to meet a brand’s target persona. Our demographic audiences deliver insight into age, gender, income, and household attributes such as home ownership, presence of children in the household, and length of residence. Based on customer feedback, we have expanded our range of age-based audience segments. These new segments cover various adult age groups and gender distinctions (e.g., Adult Females 18-39, Adult Males 35-54). Here are seven of the most popular Experian audiences that align with Oracle's demographic audiences: Audience by Oracle Experian audienceAudiences by Oracle > Demographics > Validated Demographics > Household Income > HHI: $100,000+Demographics > Household Income (HHI) > $100,000+Audiences by Oracle > Real Estate and Home Property Services > Real Estate Attributes > Ownership > Home OwnersDemographics > Homeowners/Renters > HomeownerAudiences by Oracle > Demographics > Age Groups > Adults 25-54Demographics > Ages > 25-54Audiences by Oracle > Demographics > Gender > FemalesDemographics > Gender > FemaleAudiences by Oracle > Demographics > Validated Demographics > Age Groups > Adults 25-54 > Females 25-54Demographics > Ages > Female 25-54Audiences by Oracle > Demographics > Age Broad > Ages 40-49Demographics > Ages > 40-49Audiences by Oracle > Demographics > Validated Demographics > Age Broad > Ages 65+Demographics > Ages > 65+ Quick Service Restaurants (QSR) Here are six of the most popular Experian audiences that align with Oracle's QSR audiences: Audience by OracleExperian audienceAudiences by Oracle > Restaurants > Merchant Category Audiences > In Store QSR Fast Food Frequent SpendersRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR QSR Frequent SpendersAudiences by Oracle > Restaurants > Merchant Category Audiences > QSR Chicken Frequent SpendersRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent SpendersAudiences by Oracle > Restaurants > Merchant Category Audiences > QSR Burgers Frequent SpendersRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Burger Frequent SpendersAudiences by Oracle > Restaurants > Cuisine Type > SandwichesRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Subs and Sandwich Frequent SpendersAudiences by Oracle > Restaurants > Dining Type > Casual DiningRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Casual Dining Frequent SpendersAudiences by Oracle > Restaurants > Dining Type > Coffee Shops and CafesRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Coffee Frequent Spenders Switch from Oracle to Experian audiences with ease Experian is here to make it easy for advertisers and agencies to find the right audience solutions after Oracle’s exit. By partnering with us, you work with a single data provider that offers access to a diverse range of audiences across multiple categories, including political and holiday shopping. Our audiences are available for activation on the leading demand, supply, social, and TV platforms. Reach out to your account representative or our audience team for information about our comprehensive audience mapping and finding the right audiences for your campaigns. Connect with our audience team Download our audience lookbook to discover more about Experian’s audiences. Contact us Latest posts