At A Glance
Addressable advertising helps you reach addressable audiences with relevant messages across digital, TV, and streaming. As signals fragment across browsers, apps, and platforms, AI customer segmentation and privacy-first identity separate guesswork from accuracy. Experian brings trusted data, identity resolution, and activation partnerships together so you can connect with people in ways that feel relevant, respectful, and measurable.In this article…
A decade ago, you could buy media by broad categories and call it a day. But today, your audience lives in a curated world. They watch what they want, skip what they don’t, and expect what they see to match their interests. Research shows that when ads are tailored to households, people pay more attention, stay engaged longer, and are more likely to remember your ads.
That shift in expectations is why addressable advertising continues to grow. It’s a practical response to how media works today, with audiences moving fluidly across platforms, streaming spread across services, and measurement spanning screens and environments. Under these conditions, reaching the right people depends on clarity, not approximation.
Artificial intelligence (AI) strengthens that clarity. When applied responsibly, AI helps connect signals, deepen audience understanding, and deliver relevant messages while protecting consumer data. The result is advertising that feels more human, not less.
What is addressable advertising?
Addressable advertising is the ability to deliver personalized ads to specific individuals or households and measure results using privacy-safe data and identity. It works across digital, connected TV (CTV), linear TV, and over-the-top (OTT) streaming and relies on strong identity resolution and accurate data inputs to ensure your audience definitions remain consistent across channels and over time.
Benefits of addressable advertising
Addressable advertising changes how advertising performs by delivering messages to defined audiences, reducing wasted impressions, and making results simpler to measure.
| Benefit | What it means for you |
| Clarity | Reach the right audience with the personalized messages they want, instead of hoping the right people are watching |
| Efficiency | Avoid wasted impressions by focusing spend where interest already exists |
| Higher ROI | Improve conversion by delivering messages that feel relevant |
| Omnichannel consistency | Carry the same message across digital and TV without starting over |
| Measurable impact | Connect exposure to actions so performance is clear |
| Privacy and compliance | Activate audiences responsibly using privacy-safe data, clear governance, and compliant practices |
These are some of the reasons that addressable advertising has moved from a niche tactic to a core strategy. When audiences are clear, identity is connected, and measurement is built in, advertising becomes relevant, accountable, and easy to improve over time.
Addressable advertising vs. traditional advertising
Unlike traditional advertising, addressable advertising doesn’t depend on broad exposure or assumptions. It’s personalized by design and measurable by default, making it possible to connect ad exposure to outcomes. Another distinction is in how addressable delivers advertising to audiences and how performance is measured.
| Traditional media buys | Addressable advertising buys |
| You pay for broad reach | You pay for relevant reach to defined audiences |
| Ads run by placement or program | Ads are delivered to known households or individuals |
| Personalization is limited | Personalization is built into delivery |
| Measurement indicates trends, not who actually acted | Measurement connects exposure to actions by linking ads to defined audiences across channels |
But before you can activate addressable advertising, you need to understand who you’re actually trying to reach.
What is an addressable audience?
An addressable audience is a group of people you can identify and reach using data-based targeting. In other words, they’re not anonymous “maybe” viewers. They’re a defined audience you can activate across channels.
Here’s what typically builds addressable audiences:
| Factor | What it is | Why it matters |
| First-party data | Data from your own relationships (site activity, app activity, CRM, emails, purchases) | It’s your most direct view of existing customers and prospects |
| Third-party household and individual data | Demographic, behavioral, lifestyle, interest, and intent attributes from trusted providers | It fills gaps so your audience definitions don’t collapse when your own data is limited |
| Identity resolution | A privacy-first way to match people across devices, households, and channels | It improves accuracy so you don’t over-message the same people or miss them entirely |
| Contextual signals | Page-level, content, or viewing context where ads appear | It reinforces relevance in the moment and complements addressable targeting when identity signals are limited |
How Experian helps with addressable audiences
Experian helps you build and activate addressable audiences at scale without losing accuracy or trust. With more than 3,500 syndicated audiences available, you can activate consistently across 200+ destinations — including social platforms like Meta and Pinterest, TV and programmatic environments, and private marketplaces (PMPs) through Audigent.
That means reaching people based on who they are, where they live, and their household makeup, using data governed with care. Our approach is built on accuracy first, which is why Experian data is ranked #1 in accuracy by Truthset for key demographic attributes.
And when standard customer segments aren’t enough, Experian Partner Audiences expand what’s possible. These unique audiences are available through Experian’s data marketplace, within Audigent for PMP activation, and directly on platforms like DIRECTV, Dish, Magnite, OpenAP, and The Trade Desk.
The evolution of addressability and why it matters more than ever
As the media ecosystem shifts, reaching people across browsers, apps, CTV, and streaming platforms has become more complex. Signals are fragmenting everywhere as expectations for relevant, personalized experiences continue to rise, while reliable identifiers become increasingly challenging to access.
In response, addressability is shifting from a channel-specific tactic to an identity-driven approach to reach and measure defined audiences across screens.
That evolution puts new pressure on performance. Marketing budgets require accuracy and accountability, which means targeting must deliver measurable reach and outcomes you can trust.
At the same time, the growth of CTV and streaming is expanding addressable TV opportunities. As CTV inventory grows, so does the need for cross-channel, identity-based activation that works consistently and supports reach, frequency, and measurement in one connected view. That’s why identity has become the foundation for making addressable advertising work today.
When to apply addressable advertising
You don’t need addressable for everything, but it shines when you need your spend to go farther with accurate targeting and resonant messaging.
| Scenario | Why addressable helps |
| Product launches and seasonal pushes | Reach people who are more likely to care without flooding everyone else |
| High-consideration purchases (auto, travel, financial services) | Focus on likely intent and suppress audiences that don’t fit |
| Cross-channel campaigns (digital, TV, mobile) | Keep messaging consistent across screens |
| When using first-party data with AI | Use AI customer segmentation to scale responsibly and improve performance without sacrificing accuracy |
| Regulated categories | Rely on compliant data practices and clearer controls for regulated industries |
Addressable advertising is one way to put relevance and respect into practice — but it shouldn’t be the only time these principles apply. Marketers are expected to be thoughtful about who they reach, how often they show up, and how data is used across every channel. Addressable simply makes it easier to live up to that standard when accuracy, accountability, and scale matter most.
Addressable advertising and third-party data
There’s a common misconception that third-party data is no longer useful, but what’s really changed is the environment around it.
In the early days of digital advertising, third-party data often felt like the Wild West. Today, modern third-party data is more transparent, better governed, and held to far higher standards with:
- Clear data sourcing
- Documented consent practices
- Regular quality audits
- Strict limits on how data can be used
Used responsibly, third-party data plays a critical role in addressable advertising by complementing your first-party data and keeping audience strategies flexible as signals change.
Benefits of third-party data
When paired with identity resolution, high-quality third-party data helps you:
- Fill first-party gaps: Add demographic, behavioral, and interest-based insight when your own data is limited.
- Expand prospecting: Reach new audiences through modeling and lookalike expansion.
- Enrich segmentation: Combine household, behavioral, and interest signals to tailor creative, offers, and messaging to interests for more accurate and personalized activation.
- Support cross-channel addressability: Maintain consistent audience reach across devices and channels even as individual signals change.
Why work with Experian for your data needs?
At Experian, we approach third-party data with the belief that trust comes first. Our data is privacy-compliant, ethically sourced, and governed by strict standards so you can use it confidently.
Accuracy matters just as much. Our identity and data-quality framework verifies that the data behind your audiences holds up in the real world — a key reason Experian is ranked #1 by Truthset for key demographic attributes.
And because addressable advertising only delivers value when audiences move seamlessly from planning to activation, our audiences are interoperable by design. You can activate them across digital, social, and CTV platforms without rebuilding or reformatting your strategy for each channel.
How AI is redefining customer segmentation
Addressable advertising depends on audiences that stay accurate as people move across devices, platforms, and moments. Traditional segmentation built on static rules and snapshots in time can’t keep up with that reality.
AI customer segmentation analyzes massive sets of household and individual data (such as intent, household demographics, purchase behavior, and content consumption) to identify patterns, predict intent, and group people into addressable audiences.
As the AI advertising ecosystem continues to mature, reflected in industry frameworks like the LUMA AI Lumascape, segmentation and identity have become foundational layers rather than standalone tools. Those audiences update as conditions change, so they stay relevant instead of aging out.
Here’s how AI-driven segmentation supports addressable advertising.
| What AI enables | Why it matters |
| Predictive, intent-based audiences | Analyze behavioral and transactional data to group people based on likely next actions |
| Broader audience availability | As more data signals are incorporated responsibly, AI makes it possible to support a wider range of addressable audience options without sacrificing accuracy |
| Deeper insights from data | Discover what people care about, how intent is forming, and which signals are most important with larger, more diverse data sets |
| Real-time audience updates | Keep segments aligned as behaviors change, not weeks later |
| Higher accuracy, less guesswork | Rely on data-driven patterns for decision-making instead of assumptions |
| Ongoing optimization | Refine audiences throughout the campaign lifecycle as performance signals come in |
We’ve used machine learning and analytics for decades to support responsible segmentation — balancing performance with privacy and transparency.
That foundation now supports addressable advertising that adapts in real time while staying grounded in trust.
Addressable TV: Targeting in the streaming era
TV has become an addressable channel powered by data and identity resolution. CTV and OTT streaming are booming, while linear TV continues to decline, reshaping how people watch and how advertising works alongside it. For the first time, CTV spending is expected to outpace traditional TV ad spending in 2028, reaching $46.89 billion and signaling that addressable TV is now central to the media mix.
With CTV and OTT platforms, advertising can now be delivered at the household level. That means two homes watching the same show can see different ads based on who lives there and what they like. This is what makes addressable TV possible.
Benefits of addressable TV
As streaming inventory continues to grow, addressable TV creates new ways to bring relevance and accountability to a channel once defined by broad exposure. Experian links identity data across streaming, linear, and digital platforms to help you manage frequency, attribution, and household-level insights in one connected view.
Addressable TV also raises the bar. To manage reach, frequency, and measurement across streaming and linear environments, addressable TV depends on identity resolution that connects households across screens.
Here’s how addressable TV helps you when identity is in place.
| What addressable TV enables | Why it matters |
| Household-level targeting | Deliver messages that reflect who’s watching, not just what’s on |
| Frequency control across screens | Reduce overexposure and improve viewer experience |
| Cross-channel measurement and attribution | Connect TV exposure to digital actions, site visits, and conversions |
| More efficient use of TV spend | Bring accuracy, accountability, and outcome-based insight to premium inventory and improve reach of streaming-first, harder-to-reach viewer segments |
Ultimately, addressable TV isn’t a replacement for linear TV, but it is an evolution. As streaming becomes the default viewing experience, the ability to engage TV audiences with the same care and clarity as digital is essential.
Use cases for addressable advertising
Addressable advertising works across industries because it adapts to how people make decisions. The examples below are illustrative scenarios that show how addressable audiences, identity resolution, and AI-driven segmentation can come together in practice using Experian solutions.
Retail: Seasonal promotions
A home décor retailer could use identity resolution and AI-driven segmentation to build addressable audiences, such as holiday decorators and recent movers, who are more likely to engage during peak seasonal periods.
Campaigns could then be activated across CTV, display, and social, helping the retailer stay visible across screens while tailoring creative to seasonal intent.
Automotive: In-market car buyers
An auto brand might identify consumers nearing lease expiration using automotive-specific data tied to household and individual attributes.
By suppressing current owners, the brand could avoid wasted impressions and activate addressable audiences across OTT and mobile to reach likely buyers during active consideration.
Financial services: Credit card launch
For a new credit card launch, a national bank could use modeled financial segments to reach credit-qualified prospects.
Addressable digital advertising campaigns could apply frequency controls and personalized messaging, balancing reach with relevance while seamlessly measuring response.
Streaming media: New subscriber growth
A streaming platform looking to grow subscriptions could use an identity graph to exclude current subscribers.
Likely viewers could then be targeted across CTV based on content preferences and viewing behavior, keeping spend focused on net-new growth.
Media and entertainment: Audience expansion for a new release
Ahead of a new release, a film studio could use behavioral and lifestyle data to identify likely moviegoers and fans of similar franchises.
Addressable campaigns across CTV and digital video could help drive awareness and opening weekend attendance.
Travel: High-value traveler acquisition
A travel brand could use travel propensity data and household-level demographics to identify frequent flyers and family vacation planners.
Personalized offers could then be activated across display, social, and programmatic channels to increase bookings while keeping spend focused on higher-value travelers.
How Experian enables more effective addressable campaigns
Addressable advertising is most effective when identity, data, and activation are connected from the start.
Experian brings trusted household and individual data, privacy-first identity resolution, and broad activation partnerships together so you can move from audience insights to activation with minimal friction. Here’s how that comes to life across our core offerings.
Identity resolution with Consumer Sync
Consumer Sync connects devices, emails, digital identifiers, and offline data into a single, privacy-safe identity foundation. This connection helps your audiences stay consistent across streaming, linear TV, mobile, and digital despite changing signals.
Audience insight and segmentation with Consumer View
Consumer View supports clear segmentation, prospecting, and enrichment across industries. It combines demographic, behavioral, and interest-based data to help you build accurate, intent-driven audiences that reflect real people, not assumptions. Data is continuously updated and governed for accuracy.
Omnichannel activation with Audience Engine
Audience Engine enables direct activation of Experian audiences across CTV, digital, social, and programmatic platforms. It supports suppression, frequency management, and cross-channel consistency to keep messaging aligned and exposure controlled.
More efficient media through curation and Curated Deals
Curation combines data, identity, and inventory through Experian Curated Deals. These deal IDs, available off-the-shelf or privately, make it easier to activate high-quality audiences and premium inventory in the platforms you already use without custom setup.
AI-enhanced segmentation and optimization
Our AI-enhanced models analyze large data sets to create and refresh addressable audiences in real time, supporting intent-based targeting and ongoing optimization throughout the campaign lifecycle. These models work seamlessly with demand-side platforms (DSPs), ad platforms, and data clean rooms, so audience insights flow directly into activation and measurement without added complexity.
Seamless integration with your ecosystem
As an advertiser, you want addressable advertising to fit naturally into how you already plan and buy media. That’s why integration matters as much as insight.
Experian integrates with leading DSPs, ad platforms, and data clean rooms, so you can activate addressable audiences in the environments you already use without reworking your strategy or adding complexity. This approach helps you:
- Build and activate addressable audiences: Reach the people you want with accuracy and respect.
- Activate across channels: Keep messaging consistent across digital, TV, and streaming.
- Optimize with data ranked #1 in accuracy by Truthset: Improve performance using the industry’s most reliable data.
When identity, data, AI, and activation come together, addressable advertising does what it’s supposed to do: deliver relevance naturally, measure impact clearly, and give you confidence in every decision along the way.
That’s the foundation for campaigns people want to engage with.
Start creating campaigns audiences want to see
Experian can help you apply addressable advertising in ways that respect consumers, perform across channels, and stand up to real-world measurement.
Connect with our experts today to explore how addressable audiences, AI-driven segmentation, and identity-powered activation can work together in support of your goals.
FAQs about addressable advertising
Addressable data-driven advertising involves delivering personalized ads to specific individuals or households using privacy-safe data and identity.
An addressable audience is a defined group of consumers you can identify and reach based on known household or individual attributes.
Advertising becomes addressable when it’s possible to identify the audience by linking devices and households to people through identity graphs. This allows you to measure ad performance at the audience level and provide more personalized advertising.
Addressable advertising isn’t just for TV; it also works across digital, mobile, streaming, and social channels.
AI improves addressable advertising by analyzing large data sets to predict intent, build more accurate audiences, boost performance over time, and improve your ability to find and build your audiences.
Yes — identity resolution and first-party data are key to cookieless addressability.
Experian supports addressable advertising by providing trusted consumer data, privacy-centric identity resolution, and curated audience segments that activate across CTV, digital, mobile, and streaming platforms.
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As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we'll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns. What separates Experian's syndicated audiences 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. Spring cleaning and home improvement Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like "Gardening Mothers" or "Home Improvement & DIY Frequent Spenders." Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine. Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements: Purchase Transactions > Household Goods > Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Purchase Transactions > DIY and Advice Seekers > High Spenders Purchase Transactions > Home Improvement/DIY > High Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders Gardening Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening: Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Hobbies > Gardening Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers Purchase Predictors > Shoppers All Channels > Lawn and Garden Movers and new homeowners Did you know? 44% of new homeowners are between the ages of 25-39*. Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now: Life Events > New Homeowners > Last 6 Months Life Events > New Movers > Last 12 Months Mother's Day: Unveil the perfect gift Appealing to the emotion of gratitude and love, Mother's Day is a significant occasion for marketers. Activate Experian syndicated audiences such as "Mother's Day Shoppers" and "Florists & Flower Gifts High Spenders" to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother's Day: Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children Mobile Location Models > Visits > Mothers Day Shoppers Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54 Mobile Location Models > Visits > Jewelry Retail Stores Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders Father's Day: Celebrate Dads in style Highlighting the significance of paternal bonds, Father's Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the "Father's Day Shoppers" or "Growing and Expanding families" with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father's Day: Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders Mobile Location Models > Visits > Fathers Day Shoppers Mosaic – Personas – Lifestyle and Interests > Group M: Families in Motion > M45 – Growing and Expanding (Young, working-class families and single parent households that live in small city residences) Geo-Indexed > Demographics > Presence of Children: Ages: 7-9 Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders Life Events > New Parents > Child Age 0-36 Months Plan for the 2024 TV Upfronts When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It's not just about targeting a demographic; it's about captivating your unique audience. Whether it's cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics. Here are 6 audience segments that you can activate as part of your TV planning strategy: Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences: TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Summer preparation: Anticipate the fun ahead As spring transitions to summer, help your audience gear up for the upcoming season. Target "Summer break travelers" or "Memorial Day Shoppers" with offerings that align with their summer plans. Whether it's fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures. Here are 6 audience segments that you can activate to target consumers getting ready for summer: Mobile Location Models > Visits > Summer Break Travelers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Mosaic – Personas – Lifestyle and Interests > Group B: Flourishing Families > B09 – Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children) Mobile Location Models > Visits > Memorial Day Shoppers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers Did you know? Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*. Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience. Spring into effective advertising with Experian’s syndicated audiences For spring advertising campaigns, understanding your audience is the key to success. By activating Experian's syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers. Connect with our audience team Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide below. Download our syndicated audiences guide Check out other seasonal audiences you can activate today. Take me there Footnote *Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants. Latest posts
In this article…What are retail media networks?How important is it to advertise with RMNs?Trends with big RMNsReasons behind these trendsCrafting your RMN ad strategy Digital advertising experienced a transformative shift in 2023, with retail media networks emerging as a focal point for advertisers seeking precision and efficacy. These networks defined how brands connect with consumers, utilizing the unique environment of digital storefronts to deliver targeted and personalized advertisements. Below, we'll discuss the diverse landscape of retail media networks, examples of these platforms, and how Experian is at the forefront of empowering advertisers within this evolving marketing ecosystem. What are retail media networks? A retail media network (RMN) is an advertising platform retailers use in their digital storefronts or online platforms. It lets brands and advertisers promote their products or services directly within the retail environment where consumers make purchasing decisions. Unlike traditional advertising channels, RMNs use the retailer's first-party data to offer targeted and personalized advertising experiences. How important is it to advertise with RMNs? RMNs offer advertisers a unique advantage — a rich set of first-party data on consumers, both on and off the platform. On-platform data includes user engagement insights, demographic information, and behavioral patterns. RMNs offer off-platform first-party data, such as cross-channel integration and CRM data integration. This data is especially important as the industry sees a shift away from the reliance on third-party cookies. One of the key challenges brands face is the lack of tracking abilities through the customer journey. However, the closed-loop measurement and attribution capabilities within RMNs help advertisers track the entire consumer journey, linking campaign spend directly to final sales and in-store purchases. The precision and accountability offered by RMNs make them a crucial strategy in the ever-evolving world of digital advertising. Trends with big RMNs Here is a list of retail media networks and their performance in 2023. The information below offers insights into their reach and effectiveness in driving sales and brand visibility. Amazon According to Pacvue’s Q4 guide, Amazon Media Network experienced a year-over-year decline in its daily spend. However, a notable quarterly increase of 3.2% suggests a recent expansion in this ad type. The current average CPC for Amazon-sponsored products is $1.21, marking a substantial 7.1% year-over-year increase. Return on ad spend (ROAS) showed a 1.5% year-over-year decrease but increased by 6.1% quarter-over-quarter, potentially caused by more efficient campaigns. The beauty category showed a particularly strong performance with a remarkable 69.4% year-over-year increase. Walmart Walmart's advertising revenues are surging at a rate twice that of Amazon, according to the Pacvue Q4 report. This quarter, the Walmart Media Network experienced a substantial 40% boost in ROAS, now at $6.93. This advancement can be attributed to strategic adjustments in the algorithm and bid rules and the incorporation of new bid features. Walmart's CPC also witnessed a noteworthy 18.3% year-over-year decrease and a 14.5% year-over-year surge in average ad spend. Walmart's growth trajectory emphasizes the shift in consumer behavior toward product discovery, as many consumers research products on the website before purchasing. Kroger Kroger developed an advanced retail media network that launched in October 2023. Their platform offers advertisers a more streamlined way to activate, measure, and optimize their campaigns, leading to improved advertising performance. The self-serve advertising platform lets advertisers promote products across the Kroger family of brands. Kroger is the biggest grocery chain in the country with a strong first-party shopper data set, providing more advanced audience targeting than many other grocery RMNs. Target Target launched its retail media network, Roundel, in 2016 to enhance the connection between brands and guests through curated media experiences. Roundel uses Target’s rich insights to create personalized advertising campaigns, reaching guests across several platforms and premium publishers. Over the past two years, Roundel has experienced over 60% growth, delivering over one billion in value for Target in 2021 and 2022. With a team of over 500 members, the platform differentiates itself by offering easy-to-use advertising solutions to brands of all sizes. Target plans to launch Roundel Media Studio, a self-service buying tool, in early 2024. Marriott In partnership with Yahoo, Marriott has created a travel media network that lets advertisers target consumers based on the hotel chain’s guest data. This collaboration allows ads to be strategically placed on various platforms, including the hotel’s websites. Marriott Media Network’s rollout will start on mobile platforms similar to traditional RMNs. Over time, it will extend to include ad placements on TV screens in guest rooms, Wi-Fi portals, and various digital screens in other areas, like lobbies and bars. This innovative approach in the hotel industry offers marketers diverse opportunities to reach their target audience. Nordstrom Nordstrom Media Network has shown considerable success, generating over $40 million in revenue and collaborating with several brand partners. Introduced in 2019, this network initially experimented with off-site campaigns and later expanded to on-site sponsored ads in 2021. Nordstrom Media Network offers data from 32 million customers and digital properties with nearly two billion annual visits. The network’s focus on personalizing the customer experience helps it stand out in the competitive retail media space and makes it a valuable player in the evolving digital advertising landscape. CVS With CVS Media Exchange, advertisers have access to a data set of 74+ million customers. This platform creates tailored campaigns for companies, helping their ads reach customers at the most critical points in their shopping journey. With options like display, video, audio, social, and in-store ad options, advertisers are seeing increases in product purchases and brand awareness. Instacart Instacart has a retail media network through its own platform and a tool called Carrot Ads, which helps grocery store chains develop RMNs through Instacart. It has a network of over 1,400 retail brands, helping advertisers reach their target audience. Advertisers have access to insights and automation to create relevant ads and track their progress. Companies like Sprouts are using Carrot Ads to create and grow their own RMNs. Together, Instacart and Sprouts offer brands a unique opportunity by facilitating targeted online campaigns on Sprouts’ website. This collaboration provides access to metrics like sales and ROAS, offering a comprehensive view of campaign performance. DoorDash DoorDash offers a comprehensive suite of advertising tools for restaurants and brands to expand their reach on the DoorDash marketplace. This flexible advertising platform extends across diverse categories, like restaurants, grocery, convenience, alcohol, and more. The platform has demonstrated success with an average return on ad spend of 4.1x from sponsored product campaigns and an average of 70% new-to-brand customers. Reasons behind these trends The surge in advertising trends within RMNs can be attributed to several critical factors, including the following: Rising retail media competition The competitive landscape within the retail world has intensified, with major players competing for a larger share of the advertising pie within their respective RMNs. This surge in competition among retailers like Lowe’s One Roof, Sprouts, 84.51, and Albertson’s Media Collective has led to a continual evolution of features and capabilities. Advertisers benefit from this competitive spirit because it drives innovation and offers enhanced tools and opportunities to refine their advertising strategies. The competitive edge creates an environment where RMNs continually improve and adapt to meet the needs of both advertisers and consumers. Third-party cookie deprecation Major web browsers are getting rid of third-party cookies, so advertisers must reevaluate their targeting and tracking strategies. Because of this, the first-party stronghold of RMNs is particularly valuable. Advertisers can rely on their reservoir of first-party data with RMNs to maintain effective audience targeting and measurement capabilities. The emphasis on first-party data aligns with advertisers' needs in the post-cookie era, making RMNs crucial partners in the pursuit of effective and privacy-conscious advertising solutions. Crafting your RMN ad strategy Crafting an effective RMN ad strategy is a multifaceted process that involves careful planning. You start with clean, scaled, and scoped data, then everything waterfalls from there. When done correctly, you reach the right audience, your ROAS/ROI results improve, your marketing spend is more effective, and your advertisers want to spend more with your RMN. Here are steps to consider when developing your RMN ad strategy. Choose the best RMN partner for your needs Selecting the right partner is a critical first step. Ensure your partner seamlessly integrates with your existing MarTech stack, avoiding any additional workload for your existing team. A symbiotic relationship with your RMN partner enhances collaboration and streamlines your advertising initiatives. Experian’s comprehensive data and identity solutions can help RMNs maximize their opportunity, with our new solution tailored to enhance RMNs’ strength in first-party shopper data. Experian’s solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue. Our goal is to ensure you capture the most advertising dollars and make your RMN operate at its peak performance. Learn more here Utilize third-party data One of the cornerstones of an effective RMN strategy is the integration of third-party data. This is where Experian steps in as a critical ally. Experian's robust third-party data solutions can enhance an RMN’s first-party data to create more scale and scope for RMN audiences. This, in turn, will open up more opportunities for advertiser investment. Utilize first-party data The main advantage of RMNs is the access to first-party data. Advertisers can use this data to create personalized and targeted campaigns. By tailoring your messages based on consumer expectations, preferences, behaviors, and purchase history, you create a more engaging and relevant ad experience. This not only boosts the effectiveness of your campaigns but also fosters a deeper connection between your brand and the audience. Promote relevant products Personalized ads are crucial for capturing audience attention and driving conversions. With retail media platforms, advertisers can personalize their campaigns to individual shoppers. Promoting products that align with your audience's specific needs and preferences increases the likelihood of conversions. Consider the consumer journey Strategic ad placement within the consumer journey is pivotal. Consider targeting consumers late in the decision-making process when they're in a shopping mindset. Placing ads at this point in the customer journey increases the chance of converting prospects into customers. Understanding the customer journey within an RMN system allows for a more targeted and impactful advertising strategy. Measure data and adapt The final step in the process is continuous measurement and adaptation. Retail media platforms include powerful analytics tools that let advertisers track and analyze ad performance in real time. Use these insights to adapt your strategy. A data-driven approach ensures your campaign remains responsive to the changing marketing dynamics. Elevate your advertising strategy with Experian Transform your advertising strategy with Experian's cutting-edge Consumer View solutions. These advanced tools excel in audience segmentation and easily integrate your first-party data with our comprehensive third-party insights. This ensures the seamless activation of your data across online and offline channels. Experian also has custom audiences and audiences that are available on-the-shelf of most major platforms. This and our onboarding capabilities make Experian the perfect partner for your RMN strategy. Connect with a member of our team today to take the next step in elevating your advertising campaigns. Connect with us Latest posts
As we approach the 2024 election season, the advertising landscape is poised for tremendous growth, with political ad spending projected to surpass $10 billion. With Kamala Harris entering the race, spending priorities have moved, especially in key states like Ohio, where the Senate race alone has already seen $300 million in ad spending. Connected TV’s (CTV’s) share of political ad spending is set to jump from 2.7% in 2020 to 12.8% this year. The Harris campaign is leading the charge, allocating $200 million for digital ads, much of which will go to streaming platforms. During this political campaign marketing season, effective audience targeting is crucial, as it holds the potential to sway voters, shape public opinion, and ultimately determine election outcomes. In this blog post, we'll highlight political audiences that can assist political campaigns and organizations in connecting with their desired audiences in a meaningful and impactful way. What separates Experian's syndicated audiences 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. Three political campaign marketing audience categories Over 240 politically relevant audiences are available on-the-shelf of leading TV, demand, and supply platforms to help your political partners gain share based on three political audience categories: Political affiliations Political personas Relevant ballot initiative audiences Let's break down each category and which audiences you can use in your political campaign marketing to target voters this upcoming election season. Political affiliations Target audiences could include those who are likely to be in the Democratic, Independent, or Republican parties, or are likely to not be registered to a political party. Our political affiliation audiences use a foundation of voter registration data with Experian's advanced statistical models to reach voters at scale, based on their political party. Here are four audience segments that you can activate to target voters based on their predicted party affiliation: Political Affiliation > Democrat Political Affiliation > Republican Political Affiliation > Independent/Other Political Affiliation > Unregistered Political personas One key target audience could be voters who are likely to be influenced by a political candidate's renewable energy program. Additional target audiences could include those who are likely to be influenced by a candidate's position on the economy or healthcare. Here are 10 audience segments that you can activate to target voters based on their viewpoints on key political issues: Political Personas > Political Unregistered Liberal Leaning Political Personas > Political Unregistered Conservative Leaning Political Personas > Committed Democrats Political Personas > Moderate Democrats Political Personas > Political Leaning Liberals Political Personas > Liberal Leaning Independents Political Personas > Conservative Leaning Independent Political Personas > Political Leaning Conservatives Political Personas > Moderate Republicans Political Personas > Committed Republicans To reach voters who believe the environment is a key political issue, you can layer in our GreenAware audiences with our Political Personas audiences: GreenAware > Behavioral Greens GreenAware > Think Greens GreenAware > Potential Greens GreenAware > True Browns Psychographic/Attitudes > Shopping Behavior > Smart Greens To reach voters based on their regional voting patterns, you can use our new battleground counties and district audiences: Affiliation Switcher Counties Battleground Counties House Battleground Districts Democrat Counties Republican Counties Independent Counties Relevant ballot initiative audiences You can also reach voters based on their attitudes and behaviors related to key ballot measures. Let's walk through a few examples below and highlight relevant syndicated audiences that you can activate during the 2024 political campaign marketing season. Local and national ballot initiative support Consumer behaviors are often great predictors of down-ballot initiatives. For example, military families may show favor toward initiatives supporting veterans, households with children present may show more interest in school funding, and those interested in the environment will favor green initiatives. Experian offers an array of consumer behavior and interests audiences to help you fine-tune your targeting and messaging strategies. Lifestyle and Interests (Affinity) > Occupation > Military – Active Demographics > Presence of Children > Ages: 0-18 Charitable causes Understanding where consumers are actively donating to charitable causes paints a clear picture into their political interests. Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Political Charities Consumer Financial Insights > Discretionary Spend – Donations > $1,000-$1,999 Demographics Demographics play a critical role into voter opinions with presence of children, age, and household income influencing decisions at the polls. Geo-Indexed > Demographics > Household Income: $50,000-$74,999 Geo-Indexed > Demographics > Education: Bachelor Degree Demographics > Presence of Children > Ages: 10-12 Demographics > Marital status > Single Demographics > Ages > 19-24 Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with infant child(ren) (0-3 yrs old) Millions of campaign dollars were wasted in the 2022 midterm elections when voters were targeted with ads for issues and candidates they couldn’t vote for. Using advances in geo-targeting can help save wasted spend and ensure relevant messages reach the right voters. Finance Income and large financial decisions often trigger changes in perspective and influence voter behaviors. Financial FLA Friendly1 > Income > $1,000-$24,999 Financial FLA Friendly > In Market New Mortgage Financial FLA Friendly > In Market Auto Loan Media consumption and engagement Media consumption and engagement offers great insights into how voter interest, current channel engagement, and engagement in political issues. TrueTouch: Communication Preferences > Engagement Channel Preference > Email Engagement TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Social Media > Snapchat Purchase Transactions > Ad Responders > Digital Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Mosaic Proprietary persona-based audience solution that combines demographic and behavioral data to create a holistic view of voters and their interests. Mosaic – Personas – Lifestyle and Interests > Group O: Singles and Starters > O55 – Family Troopers Occupation Provides the opportunity to deliver targeted messaging on measures based on a consumer’s occupation. Demographics > Occupation > Management/Business and Financial Operations Demographics > Occupation > Sales Demographics > Occupation > Farming/Fish/Forestry Consumer Behaviors > At-Home: Retired/Empty Nesters Consumer Behaviors > Occupation: Education Personal views Understand consumers personal views around family, their social and work life. Psychographic/Attitudes > Personal Views > Work Centered Psychographic/Attitudes > Personal Views > Family Centered Psychographic/Attitudes > Personal Views > Social Isolation We can help you match your message to your audience With Experian's political audiences, you can confidently execute your political campaign marketing, knowing our audiences are based on voter registration data and advanced predictive technology. Our highly accurate models are validated by our expert audience team to ensure precise targeting and drive impact and influence with the right audience. We understand that finding a trusted data provider can be a challenge, which is why we make it easy to access our syndicated audiences. For a full list of all of Experian's syndicated audiences, download our syndicated audiences guide. Download our syndicated audiences guide You can activate our political audiences on-the-shelf of most major platforms. Can't find the audience you're looking for or need a custom audience? Connect with our audience team for more information. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. Connect with our audience team Footnote “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws. Latest posts