Advances in retail media — and what they mean for the future of advertising

As connected TV (CTV), data collaboration, and artificial intelligence (AI) continue to advance, advertisers are discovering new ways to meet audiences where they are; on their terms and in their spaces. These innovations are creating opportunities to deliver more personalized, impactful campaigns that were unimaginable just a few years ago. At Cannes Lions 2025, we sat down with industry leaders from Butler Till, Comcast Advertising, Index Exchange, IQVIA Digital, Optable, PMG, Samsung Ads, and Sports Innovation Lab. From reimagining the living room experience to using AI in practice for better outcomes, here’s what we learned about the trends driving advertising forward. 1. CTV turns living rooms into active spaces CTV has turned the living room into a hub of interaction, discovery, and commerce. Younger audiences are using their TVs like mobile devices; streaming, learning, and even controlling their homes. This shift is creating new opportunities for advertisers to deliver relevant, personalized experiences where audiences are already engaged. With premium content and interactive tools, the living room is no longer just a passive space, it’s where attention meets action, and where brands can connect with audiences in meaningful ways. How Experian helps With Experian, advertisers can connect first-party data with CTV IDs, ensuring accurate and measurable targeting while maintaining a privacy-first approach. That means brands reach viewers with messages that feel personal, without losing trust. “We surveyed 1,000 smart TV owners and found that younger audiences are using their TVs like mobile devices. Two-thirds use them for social media, 40% for self-improvement like Coursera or TED Talks, and 25% for interactivity; controlling appliances or home temperatures. Interactivity with connected TVs is skyrocketing.”Justin Evans 2. Creators build stronger connections with audiences Creators are no longer limited to social media; they are now a driving force in CTV. Creator led programming is capturing attention and driving post view actions, offering advertisers a unique way to connect with passionate, engaged audiences. By thinking of creators as “micro networks” with built in communities, advertisers can meet fans where they already gather and deliver authentic, impactful messages that resonate. How Experian helps Experian helps advertisers tap into the creator economy by identifying topical audiences that align with influencer niches—like food, travel, gaming and entertainment—and activating them across the open web. Through Audigent’s integration with DV360, brands can pair Experian\’s expansive audience targeting capabilities with Audigent\’s Curated Deals to reach engaged viewers in creator-led environments. This approach ensures ads appear where audiences are most receptive, enhancing relevance and performance. “The creator economy is moving into TV. It’s incredible to see social influencers, once dominant on platforms, now creating high quality content for streaming, networks, and more.”Gina Whelehan 3. Data collaboration that drives better results Advertisers rely on data to reach the right audiences, but privacy concerns are reshaping how it’s collected, shared, and used. Data collaboration enables brands to combine multiple data sets (like first-party data and syndicated audiences) to improve planning, activation, and measurement. While privacy remains a priority, the focus is on creating actionable insights that drive better results and build trust with consumers. By focusing on consented, privacy safe identity solutions, advertisers can achieve better outcomes while respecting consumer privacy; a win-win for brands and audiences alike.  How Experian helps Experian’s privacy-first approach ensures that all data activation occurs with compliance and consent. By maintaining high match rates, offering flexible collaboration options (including clean rooms, first-party data onboarding, and syndicated audiences) and adhering to transparent methodologies, Experian facilitates seamless collaboration between brands, publishers, and platforms. This helps build trust and strengthen long-term connections with audiences.  “The area we’re most excited about is identity resolution on the publisher side. Publishers can reinsert signal and create better results for advertisers. This wasn’t always well-articulated, but today we have case studies proving publishers can help improve outcomes.” Vlad Stesin 4. Optimizing supply paths for better outcomes Supply path optimization (SPO) helps advertisers improve campaign efficiency by increasing viewability and reducing waste. Supply-side decisioning builds on this by identifying the audiences advertisers want to reach, the content those audiences consume, and the publishers with the most relevant inventory. Together, these strategies create a more intelligent and efficient ecosystem, ensuring ads are delivered in the right context, to the right people, on the right platforms.  How Experian helps Experian’s data solutions, including both Experian’s and Audigent’s contextual and identity capabilities, are available across sell-side (SSPs) and buy-side (DSPs) platforms, enabling smarter decision-making throughout the media supply chain. Audigent’s direct integrations with publishers provide an unfiltered view into available inventory, offering deeper insights that inform campaign optimization. These insights can be activated in real time and transacted within advertisers’ existing buying platforms.  By powering real-time intelligence across the ecosystem, from advertisers to DSPs, SSPs, and publishers, Experian and Audigent help drive better outcomes, more efficient media spend, and greater value for all participants.  “Sell-side decisioning activates the intelligence of the exchange, along with partners like Experian, to optimize auctions in real time. This helps pre-decision buys that flow to the DSPs, making the buying process smarter, more efficient, and ultimately driving better value for marketers and publishers.” Mike McNeeley 5. AI that streamlines agency workflows AI is a practical tool that agencies are using to streamline workflows and deliver better results. From planning and pacing to creative iteration, AI is helping teams move faster and smarter. In fact, 67% of global marketing and communications professionals now use AI for content creation frequently or all the time, underscoring its role in modern workflows. The key is to think of AI as a navigator, not a replacement. It handles repetitive tasks, freeing up teams to focus on strategy and creativity, while enabling faster tests, fewer dead ends, and better client clarity.  How Experian helps Experian uses AI and machine learning to deliver highly personalized marketing solutions. In our Digital Graph, advanced clustering algorithms analyze household and individual device connections, improving targeting and measurement accuracy. We also use AI powered audience recommendations to create tailored audience solutions for clients. Our contextual data models, powered by Audigent’s contextual engine, further improve this process by analyzing bidstream traffic in real time, ensuring audiences are aligned with the most relevant inventory.  “We’ve extended our platform with Marketplace, which lets us integrate third-party partners, new tech, and data seamlessly into activation. Clients are asking for this level of innovation, especially with the speed at which AI is evolving and transforming what’s possible in marketing.”Sam Bloom Connecting the dots: Data, creativity, and outcomes The common thread across these insights is how we connect with audiences, collaborate on data, and create meaningful outcomes. By reimagining the living room experience and utilizing AI and creator-led programming, brands are embracing innovation. How Experian helps Experian helps you build privacy-first identity foundations, collaborate seamlessly, optimize supply paths, streamline with AI, and connect through creators.  Let\’s start a conversation FAQs What is CTV, and why does it matter now?  CTV brings premium, interactive streaming to the largest screen at home, allowing brands to reach engaged viewers with measurable, personalized experiences.  What is data collaboration, and how does it stay privacy-first?  It’s the consented, secure use of first-party and partner data (often via clean rooms) to improve planning, activation, and measurement without exposing raw consumer data.  What do “SPO” and sell-side decisioning actually do?  SPO streamlines the path from advertiser to publisher, reducing waste and improving quality. Sell-side decisioning adds real-time intelligence to the exchange, delivering the proper context and audience more efficiently.  How are creators changing TV advertising?  Creator-led programming functions like “micro networks” with built-in communities, helping brands show up where fans are already engaged and ready to act.  How are living rooms becoming “active spaces”?  Viewers use TVs like mobile devices, discovering content, learning, shopping, and interacting; advertisers can meet their intent and drive post-view actions.  Latest posts

Demand-side platforms (DSPs) are more than just technology providers, they’re strategic partners, helping marketers answer the key question: “How should I spend my media budget?” A leading DSP struggled to attribute consumer actions across digital channels such as connected TV (CTV) and display. Without connecting impressions to conversions, they risked losing client trust and ROI proof. With Experian’s Digital Graph, they resolved 84% of IDs and increased match rates, strengthening attribution and client confidence. The challenge A leading DSP had trouble showing which ads drove results across CTV, display, and digital. Without linking ad views to conversions, they couldn’t prove ROI.  The missing piece was attribution. They needed to show which channels drove conversions, but without strong identity resolution, it was hard to connect CTV ads to website activity. See how Experian is shaping addressability in CTV What is Experian\’s Digital Graph? Built from trillions of real-time data points and updated weekly, Experian’s Digital Graph connects billions of identifiers across devices and households, such as cookies, mobile ad IDs (MAIDs), CTV IDs, IP addresses, universal IDs, and more. It gives DSPs a reliable foundation by linking these identifiers back to households and individuals, improving DSPs\’ ability to offer attribution by better connecting impressions to conversions. Learn more about our Digital Graph here What makes the Digital Graph unique is its scale and freshness. It ingests trillions of signals in real time and delivers updates weekly. That consistency matters: it gives DSPs confidence that they’re working with the most accurate view of digital identity. AI and machine learning (ML) are core to how we maintain that level of accuracy. Our models use sophisticated clustering algorithms to analyze device connections at both household and individual levels. By evaluating data points such as timestamps, IP addresses, user agents, cookie IDs, and device identifiers, these algorithms create precise device groupings that enhance targeting and measurement accuracy. The models are continuously refined, ensuring our clients can better understand consumer behaviors within households and activate more effective, personalized marketing. Think of it like connecting puzzle pieces scattered across devices and channels. On their own, each piece doesn’t say much. Together, they reveal the full picture of who saw an ad, engaged, and converted, and which ads performed best. Watch the video The solution By syncing its cookies with the Digital Graph, the DSP gained access to related identifiers, including:  MAIDs  CTV IDs  IP addresses  Experian cookies  This expanded identity universe gave the DSP a unified view of individuals and households, making it possible to connect impressions to conversions across devices and channels. With each weekly refresh, attribution models stayed accurate and up to date, turning fragmented signals into proof of performance.  Results Within weeks, the DSP saw measurable improvements: 84% of IDs synced 9% increase in match rates With a stronger foundation of digital identifiers, the DSP matched more MAIDs, CTV IDs, and IP addresses to conversions. This allowed them to show clients exactly which ads and channels drove ROI, transforming impression reports into actionable proof of performance and strengthening client trust. See how MiQ strengthened their Identity Spine with Experian\’s Digital Graph Why attribution matters now Attribution has never been more critical. With signals fading and marketing budgets under pressure, DSPs need reliable data to prove performance. Experian’s Digital Graph takes a multi-ID, always-on approach, refreshed weekly with trillions of signals. This delivers consistency and accuracy that single-point, stale-ID solutions can’t match. For this DSP, that meant transforming attribution from guesswork into clear proof, strengthening client trust, and proving ROI across channels. Download the full case study Connect with us today to see how our Digital Graph can help you maximize advertiser trust and ROI. Ready to strengthen your approach to attribution? FAQs What is Experian’s Digital Graph? Experian’s Digital Graph is a privacy-conscious identity resolution solution built from trillions of real-time data points, refreshed weekly, that links identifiers like cookies, MAIDs, CTV IDs, Unified I.D. 2.0 (UID2), ID5 IDs and IP addresses to households and individuals. How does Experian’s Digital Graph improve attribution? Experian’s Digital Graph improves attribution by connecting impressions to conversions across devices and channels, giving DSPs a clearer view of which ads and channels drove results. What makes Experian’s Digital Graph different from other solutions?  While many platforms rely on single, static IDs, Experian’s Digital Graph uses a multi-ID, always-on approach with weekly refreshed, ensuring accuracy even as signals shift. What results can DSPs expect when using Experian’s Digital Graph?  When you use Experian’s Digital Graph, you can expect higher match rates, more synced IDs, clearer attribution models, and stronger proof of ROI for your clients. Because Experian’s Digital Graph serves as the backbone of the industry, it also helps DSPs maximize the scale and reach they can deliver to advertisers. Is Experian’s Digital Graph privacy-compliant? Yes. Experian’s Digital Graph is designed with privacy in mind, ensuring compliance while still delivering accurate attribution insights. Latest posts

If Santa used data to plan his holiday campaign, he’d call Experian. After all, how else could he deliver the right gifts to the right household? From sleigh bells to savings alerts, the holiday season isn’t just about Christmas. Whether you’re celebrating Hanukkah, Kwanzaa, Diwali, Lunar New Year, or simply the season of giving, brands have one thing in common: a need to reach the right audience at the right time, with messaging that resonates. Retail sales for 2025 are expected to grow 2.7–3.7% YoY, reaching nearly $5.48 trillion, with mobile commerce driving 75% of e-commerce growth. With so many brands vying for attention, delivering the right message to the right audience can be the difference between a one-time click and a lifelong customer.  In this article, we’ll unwrap Experian’s holiday shopping audiences, including 25 new audiences, designed to help you reach the most relevant shoppers for your holiday campaigns. These audiences are available for activation on-the-shelf of most major platforms, including TV, social, and programmatic. You can find the complete audience segment name in the appendix. 2025 Holiday spending trends and insights report Download our latest report, in collaboration with GroundTruth, for data-driven insights you can use to refine your messaging and reach the right audience in their preferred channels this holiday season. Download now Deck the data halls: What separates Experian\’s syndicated audiences? Utilize Experian’s syndicated audiences to ensure your marketing messages resonate with shoppers.   Experian’s 3,200+ syndicated audiences can be sent to 200+ leading social platforms, such as Meta and Pinterest, TV, 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. Four audience categories to target this holiday season Even Santa needs help organizing his list these days, especially with so many kinds of households to deliver holiday magic to. With the U.S. population growing by roughly 21.7 million people in the last decade, there are more holiday tables to set, more last-minute carts to fill, and more families hitting the road than ever before. Experian Audiences and Partner Audiences help Santa (and your brand) get the message just right. New this season! Experian now offers Consumer Packaged Goods audiences to help you reach consumers ready to get into the holiday spirit with seasonal baking, cooking, and other goods. Here are four households on Santa’s sleigh route and how you can reach them with Experian:  The merry makers The list-checkers The holiday hoppers The entertainers Let’s unwrap the segments within each category.  This group isn’t just celebrating; they’re setting the stage. Whether they’re prepping for Friendsgiving or a cozy Diwali dinner, they’re fueling the season with food, décor, and hospitality. Holiday hosts and entertainers allocated more than $260 on food, candy, and decor alone in 2024, and according to GroundTruth, Saturday, December 7, 2024, was the busiest in-store shopping day across nearly every major category. Grocery store sales climbed 2.1% during the 2024 holiday season, and hosting Thanksgiving cost an average of $431. Here are 10 holiday host audiences to target this holiday season and how you can reach them with Experian: NEW! Bakeries High Spend NEW! Caterers High Spend NEW! Chocolate Candy Box Bag Bar Shoppers 3.5oz Plus NEW! Chocolate Shoppers NEW! Cocktail Mix Shoppers NEW! Frosting and Frosting Mix Shoppers NEW! Marshmallow Shoppers NEW! Ready-to-Use Pie Crust Shoppers NEW! Sugar Shoppers Holiday Shoppers: High Spenders How to use these audiences Santa knows this household is hosting the holiday magic, so he loads his sleigh with gourmet cocoa, festive napkins, and extra marshmallows to make sure the party is stocked with seasonal favorites. A consumer-packaged goods brand launching a new holiday baking product can reach Chocolate Shoppers, Holiday Shopping High Spenders, and Ready-to-Use Pie Crust audiences to connect with high-intent hosts prepping festive desserts. This household isn’t just shopping; they’re creating the perfect gifts. In 2024, U.S. shoppers planned to spend more than $1,000 on holiday gifts as online purchases surged, totaling $241 billion between November 1 and December 31. Looking to 2025, according to our latest holiday insights, just 22% of consumers expect to spend more, while 27% anticipate cutting back. With consumer confidence still on an uneven footing and inflation having climbed up to 2.9%, shoppers are approaching holiday lists with greater caution. Experian’s purchase-based data shows mass retail remains a bright spot, with value-driven spending holding strong amid recent dips and rebounds, as shoppers cautiously resume purchases. That makes gift-focused households more deliberate with their choices and reinforces that brands emphasizing value and trust will earn lasting loyalty. Here are 10 list-checker audiences to consider this holiday season:  NEW! Precious Stones Metals Watches Jewelry High Spend Big Box/Club Stores Holiday Shoppers Black Friday Holiday Shoppers Cyber Monday Holiday Shoppers Heavy Buyer/Spenders Holiday Shoppers: In-Store or Online High Spend Gift Shoppers Holiday Shoppers: Apparel (Clothing) Luxury Gift Shoppers Online Coupon Users Post Holiday Shoppers How to use these audiences Santa knows this household goes big when it comes to gifting, so he makes sure their stockings are filled with trinkets, timeless watches, and the kind of treasures that twinkle under the tree. A luxury jewelry brand launching a limited-edition holiday collection can activate Precious Stones Metals Watches Jewelry High Spend and Luxury Gift Shoppers audiences to reach buyers who believe in gifts that sparkle. This household is on the move. From planes and trains to jam-packed highways, travel is back in full force. In 2024, a record 119.3 million Americans traveled during the holiday period, surpassing pre-pandemic levels. Road trips remained the most popular mode, while air travel hit a new high with 7.85 million flyers. Here are 10 holiday travel audiences to target: NEW! Bridge and Road Fees Tolls High Spend NEW! Hotel High Spend NEW! Lodging Hotels Motels Resorts High Spend NEW! Passenger Railways High Spend NEW! Timeshares High Spend NEW! Tourist Attractions and Exhibits High Spend NEW! Travel Agencies and Tour Operators High Spend Holiday Budget Savvy Airline Travelers Holiday Travel – Airline Holiday Travel – Train How to use these audiences For this household, Santa swaps his sleigh for the train car – booking them on a magical Polar Express journey complete with cocoa, carols, and a golden ticket to holiday wonder.  When brands want to deliver the same magic, a travel package could bundle tickets to a railway’s Polar Express immersive experience with air travel and lodging, activating the Hotel High Spend, Travel Agencies High Spend, and Passenger Railways High Spend audiences to reach travelers seeking an unforgettable holiday adventure.  This household knows how to celebrate from the couch. Whether it’s football, holiday movies, or once-a-year specials, the screen is their gathering place. On December 25, 2024, Americans streamed more than 50 billion minutes of content, making it the most-streamed day in U.S. television history. From dazzling halftime shows to nostalgic holiday classics, entertainment is the heartbeat of the season. Here are 10 entertainer audiences to target: Cable and Streaming TV Service Subscribers Cable Satellite or Streaming Network Subscribers Co-Watchers Cord Cutters Holiday TV NFL Enthusiasts Paid TV High Spenders Screen Size – Large Sports Enthusiasts Streaming Video: High Spenders Download our holiday audience guide How to use these audiences Santa knows this audience loves flipping between a holiday classic and the big game. That’s why he delivers gifts for households craving the latest binge-worthy content. It could be a subscription or a big-screen update wrapped with a bow. These audiences represent a golden opportunity to pair campaigns with highly engaged moments. A beverage brand can target NFL Enthusiasts during a holiday football broadcast with ads for limited-edition game-day packs. Sleigh your campaign goals this holiday season with Experian Audiences The holiday season is the busiest time of year for brands – and for Santa. That’s why he relies on Experian to make his list, check it twice, and be sure every sleigh stop is spot-on. Experian’s data, ranked #1 in accuracy by Truthset, allows brands to reach people based on demographic, geographic, and behavioral attributes (e.g., websites visited and purchase history). By using Experian Audiences in your holiday advertising campaigns, you can reach holiday hosts, gift-givers, entertainers, holiday travelers, and many more. Where can you activate Experian Audiences? Find our audiences available directly on over 30 platforms including:  Basis FreeWheel  Magnite  Nexxen  The Trade Desk   Viant   Microsoft Advertising and more Just as shoppers seek the perfect gifts, with the right strategy, your holiday advertising campaigns can capture the right shoppers. 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. Want to activate an Experian syndicated audience on Meta, Pinterest, Snap, TikTok or on a platform not listed above? Contact us today. 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. Explore our other seasonal audiences that you can activate today. View now Activate holiday audiences today with Audigent Planning a performance-driven push this holiday season? Audigent will build customized deals that combine premium Experian syndicated or Partner Audiences and inventory into a single, streamlined deal ID – tailored to your campaign needs. Plus, our powerful supply-side optimization ensures your campaigns deliver top marks in performance. Connect with the Audigent team today at AudigentAgency_Brands@experian.com to get your holiday campaign wrapped and ready to go. Let\’s make your holiday campaigns magical FAQs Where can I activate Experian Audiences? Experian Audiences can be activated on 200+ leading platforms, including social media (Meta, Pinterest, Snap, TikTok), TV and streaming (DirectTV, Dish, OpenAP), programmatic platforms (The Trade Desk, Magnite, Nexxen), and directly within Audigent PMPs. How many syndicated audiences does Experian offer? Experian offers over 3,200 syndicated audiences, ranging from demographic and geographic segments to purchase-based and lifestyle categories. These are ranked #1 in accuracy by Truthset for key demographic attributes. What’s new for the 2025 holiday season? This year, Experian has introduced 25 new holiday-ready audiences, including consumer packaged goods (CPG) segments like Chocolate Shoppers, Ready-to-Use Pie Crust Shoppers, and Cocktail Mix Shoppers, plus new travel audiences. Can I create a custom audience? Yes. If you need something beyond syndicated segments, Experian’s team can help you build and activate custom audiences tailored to your campaign goals on the platform of your choice. Latest posts Appendix Here are the complete audience segment names (taxonomy paths) for all audience segments discussed in this blog post. The merry makers Purchase Predictors > Shoppers All Channels > Bakeries High Spend Purchase Predictors > Shoppers All Channels > Caterers High Spend Retail Shoppers: Purchase Based > CPG Engagement > Chocolate Candy Box Bag Bar Shoppers Retail Shoppers: Purchase Based > CPG Engagement > Chocolate Shoppers Retail Shoppers: Purchase Based > CPG Engagement > Cocktail Mix Shoppers Retail Shoppers: Purchase Based > CPG Engagement > Frosting and Frosting Mix Shoppers Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: High Spenders Retail Shoppers: Purchase Based > CPG Engagement > Marshmallow Shoppers Retail Shoppers: Purchase Based > CPG Engagement > Ready To Use Pie Crust Shoppers Retail Shoppers: Purchase Based > CPG Engagement > Sugar Shoppers The list-checkers Purchase Predictors > Shoppers All Channels > Precious Stones Metals Watches Jewelry High  Retail Shopper: Purchase Based > Seasonal > Holiday Shoppers: Big Box/Club Stores Shoppers  Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Black Friday  Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Cyber Monday  Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Heavy Buyer/Spenders: In Store  Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Heavy Buyer/Spenders: Online  Retail Shoppers: Purchase Based > Shopping Behavior > Gift Shoppers High Spend Spenders  Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Apparel (Clothing)  Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Luxury Gift Shoppers  Retail Shoppers: Purchased Based > Shopping Behavior > Online Coupon Users  Retail Shoppers: Purchased Based > Seasonal > Holiday Shoppers: Post holiday  The holiday hoppers Purchase Predictors > Shoppers All Channels > Bridge and Road Fees Tolls High Spend Purchase Predictors > Shoppers All Channels > Hotels High Spend Purchase Predictors > Shoppers All Channels > Lodging Hotels Motels Resorts High Spend Purchase Predictors > Shoppers All Channels > Passenger Railways High Spend Purchase Predictors > Shoppers All Channels > Timeshares High Spend Purchase Predictors > Shoppers All Channels > Tourist Attractions and Exhibits High Spend Purchase Predictors > Shoppers All Channels > Travel Agencies and Tour Operators High Spend Retail Shoppers: Purchase Based > Seasonal > Holiday Budget Savvy Airline Travelers Retail Shoppers: Purchase Based > Seasonal > Holiday Travel – Airline Retail Shoppers: Purchase Based > Seasonal> Holiday Travel – Train The entertainers Television (TV) > Household/Family Viewing > Cable and Streaming Service Subscribers Television (TV) > Household/Family Viewing > Cable Satellite or Streaming Network Television (TV) > Household/Family Viewing > Co-Watchers Television (TV) > Household/Family Viewing > Cord Cutters Publisher Derived > IAB Television > Holiday TV Lifestyle and Interests (Affinity) > Activities and Entertainment > NFL Enthusiasts Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Viewing Device Type > Screen Size – Large Lifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders