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Retail media networks (RMNs) are an exciting innovation within the advertising industry. A retail media network refers to an advertising platform that a retailer owns, providing marketers with the opportunity to buy advertising space on the retailer’s digital platforms as well as extend their reach offsite with key platforms the retailer has partnered with to open up their media buying to advertisers. The retailer uses first-party data and customer insights to create new advertising opportunities and connect with shoppers throughout their buying journey.
In this article, we’ll discuss the significant advances in retail media trends and technology — and their implications for the future of advertising.
Benefits of retail media for advertisers
Every online impression counts in the digital era, making retail media especially advantageous for advertisers. It yields new opportunities for advertisers to thrive, which we’ll discuss below.
Get access to first-party data
First-party data is a valuable asset for advertisers. Retail media networks offer advertisers direct access to customer insights from the retailer’s data vault, which helps them create highly personalized ad campaigns and connect with current and potential customers.
Custom marketing options for each brand
Retail media provides brands with various marketing options, from product listings to onsite display advertising. These options allow advertisers to customize their approach, deliver tailored messages to their target audience, and meet consumers where they are.
Reach new customers
Retail media networks empower advertisers to connect with new and existing customers using retailers’ extensive digital presence. These networks extend beyond a retailer’s own website and allow brands to tap into a broader audience base; major RMNs often have a significant offsite presence and provide advertisers with opportunities to reach consumers across various digital touchpoints and platforms beyond the retailer’s controlled environment. This reach enhances brand visibility, engages diverse audiences, and contributes to the growth of customer acquisition.
Closer proximity to purchase decisions
Another benefit of retail media is its ability to position brands closer to the point of purchase in the customer journey. Targeted, data-driven advertising strategically placed across various touchpoints enables retailers to influence consumers when they are already lower in the purchase funnel. This proximity increases the likelihood of faster purchase decisions, especially when complemented by strategies such as timely offers and retargeting, expediting the decision-making and conversion processes.
Consumers prefer personalized advertising
Research has shown that approximately 50% of consumers will spend more money with companies that personalize their e-commerce retail experience. Ads relevant to a consumer’s interests and aligned with their behaviors make shoppers more likely to engage with a brand and find it easier and more convenient. As retailers honor consumer preferences for personalized advertising, they’ll find it easier to align with consumer preferences and provide an improved shopping experience.
Retail media network use case: Experian’s impactful marketing attribution with a discount store giant
Experian’s past collaboration with a discount store giant involved implementing a comprehensive marketing attribution strategy. The primary goal was to effectively demonstrate brand campaign performance and optimize ad spend within the retail media network. We built a full-stack attribution solution that connected their offline and online data, and our approach was as follows:
- We started by collecting exposure data from all touchpoints, such as the website, app, and offsite display and social, to turn anonymous exposures into identified individuals and households.
- Additionally, we gathered debit and credit card transaction data from in-store and online points of sale to better understand purchase behavior. We also unveiled new demographic insights for the retailer.
- To streamline the decision-making process, we provided an easy-to-read reporting tool that showcased vital performance metrics.
Takeaways from the collaboration emphasized the importance of:
- Understanding the audience seeing the ads and those making purchases.
- Analyzing incremental lift and identifying insights or trends.
- Sharing these valuable insights across the organization and with advertisers to inform future campaigns and brand positioning.
Utilizing recent trends in the retail media landscape
This case study serves as a prime example of how recent retail media trends are shaping a data-centric, integrated, and insights-driven future for advertising in retail. Our marketing attribution strategy aligns with the industry’s shift toward data-driven decision-making in RMNs.
Today, retailers are adopting full-stack attribution solutions like ours, enabling them to connect offline and online data to understand customer interactions better. This reflects the trend of looking for a holistic view of customer journeys and highlights the importance of integrating diverse data sources to understand consumers comprehensively.
Moreover, our strategy to transform anonymous exposures into identified individuals, integrate transaction data, unveil new demographic insights, and provide an easy-to-read reporting tool mirrors the trends of enhanced personalization, merging online and offline data, and simplifying analytics within RMNs.
Using new retail media
Our introduction of a user-friendly reporting tool highlights the potential of new retail media to change how advertisers analyze data and gain actionable insights. It emphasizes the value of advanced tools in optimizing ad campaigns, measuring performance metrics, and informing future strategies. New technology will continue to drive effective marketing attribution and shape the future of retail advertising.
Kroger Precision Marketing’s newly announced platform
Kroger Precision Marketing (KPM) represents another excellent retail media use case. The retail media arm of the popular supermarket chain is looking to the future with the launch of its advertising platform. KPM is committed to innovation, and this move underscores its desire to be at the forefront of the retail media landscape. Let’s take a closer look at some of the essential features of this new platform.
In-house
KPM recently announced the launch of an in-house advertising platform — a significant shift from their previous practices, where they relied on external tools and systems for their retail media services. By bringing the ad technology in-house, KPM has greater control, flexibility, and the ability to align its platform precisely with its retail media goals. This decision enhances Kroger’s self-sufficiency and enables quicker adaptation to evolving market demands.
KPM’s new in-house platform was officially rolled out on October 13, 2023, and is redefining how advertisers interact with Kroger’s expansive base of consumers.
Easier for media buyers
KPM’s in-house platform is also focused on providing better tools for media buyers. The platform is designed to offer advanced automation and optimization capabilities that will make campaigns more efficient and data-driven. By using this platform, media buyers can easily reach the right audience, customize their messages, and fine-tune their campaigns — all in one place.
Integrated platform
KPM’s new platform will integrate with existing ad campaigns and eventually encompass all their retail media options. This interoperability makes migrating ongoing campaigns easy and minimizes disruptions to advertising efforts. In the long run, the platform will serve as the foundation for all KPM’s retail media services. Advertisers will have a one-stop solution for on-site and off-site media channels to ensure consistency and efficiency in retail media strategies.
KPM’s emerging retail media solutions demonstrate a commitment to advertisers and their changing needs in a shifting digital era.
Home Depot retail media
Home Depot, a well-known player in the home improvement retail industry, has made great strides in retail media. With an impressive annual customer transaction count of 1.7 billion and 3.6 billion visits to homedepot.com, their Retail Media+ platform provides advertisers with unparalleled visibility, reaching 198 million individual customers across 2,322 stores, according to their site. The benefits of Retail Media+ also include 24/7 self-service access to advertising portals, real-time reporting for campaign optimization, and dedicated support.
What Home Depot’s Retail Media+ does right
Home Depot’s Retail Media+ has set itself apart through strategic initiatives that prioritize enhancements to the shopper experience. Here’s a closer look at what makes Home Depot’s approach to RMN noteworthy:
- Seamless integration: Retail Media+ seamlessly integrates into the customer’s journey without disrupting their experience. The platform allows the delivery of targeted ads across various Home Depot-owned spaces, including the website, app, in-store, email, and offsite channels like social and video.
- Supplier-centric ad inventory: Home Depot allocates the majority of its RMN ad inventory to suppliers. This ensures the ads presented to customers align closely with the products available at Home Depot for a natural connection between onsite and in-store experiences.
- Customer-centric approach: Melanie Babcock, Vice President of Retail Media+ and Monetization at The Home Depot, emphasizes maintaining a customer-centric perspective. The goal is not merely to monetize the website but to enhance the customer journey by incorporating suppliers into the process. This approach contributes to a more personalized and relevant shopping experience.
- Exploration of offsite opportunities: Home Depot is actively exploring opportunities to expand its RM+ platform beyond onsite channels. Initiatives include piloting in-store video screens and venturing into connected TV (CTV). By considering the entire customer journey, Home Depot aims to provide value to suppliers while gaining deeper insights into customer behavior.
- Strategic use of data science: With the help of data scientists, Home Depot ensures personalized precision in its advertising efforts. This aligns with the shopper’s preferences and needs and makes the ads more relevant and engaging.
- Ongoing adaptation and expansion: Home Depot’s proactive stance is evident in its continuous efforts to adapt and expand its RMN initiatives. The exploration of offsite channels, partnerships with platforms like Roku and Disney Advertising, and the piloting of in-store video screens showcase a commitment to staying at the forefront of evolving digital retail trends.
Home Depot’s success with their RMN stems from its commitment to creating a symbiotic relationship between customers, suppliers, and the retail brand. Home Depot has set a benchmark for RMNs by aligning advertising efforts with the customer’s journey and embracing technological advancements.
Amazon retail media
Amazon Advertising, the retail media division of Amazon, has become another dominant force in the industry. Let’s take a quick look at what they’ve done well and what they could improve.
Scale of Amazon’s retail media
In 2022, eMarketer estimated that Amazon commanded a 76.9% share of retail digital media spend, blowing its competitors out of the water. Walmart, the second-largest player, trailed far behind with a 6.1% share. This underscores Amazon’s unparalleled influence and market presence in the digital advertising landscape and solidifies its position as the go-to platform for advertisers looking to reach a massive audience.
What works for Amazon
Amazon has an unmatched advantage when it comes to personalizing ads and delivering relevant content to consumers. With over 200 million Prime members in the U.S. alone, Amazon has access to vast amounts of valuable data that spans shopping habits, preferences, and more. This data is invaluable for advertisers looking to target their audiences with precision, and it gives Amazon a significant edge in the market.
What needs to change
Although Amazon continues to thrive, there’s always room for improvement. For instance, to attract brand dollars, traditional retailers are starting to concentrate on channels where Amazon has less historical dominance, such as in-store experiences and email marketing. Understanding this potential, Amazon has been experimenting with email tools to enhance merchant-audience connections and widen its reach. As ad sales’ profitability becomes more significant, incorporating these offerings into Amazon’s retail media strategy could further strengthen its market position.
Walmart retail media
Walmart has been working hard to become a more dominant retail media force. Walmart Connect, the retailer’s retail media network, has done an excellent job bridging the gap between online and in-store activities. It provides a unique closed-loop system that connects online and in-store activity on an unprecedented scale. This mechanism offers advertisers a comprehensive view of Walmart customers’ behavior, giving them valuable insights and measurable business results. With this closed-loop approach, advertisers can access a holistic view of customer activity and achieve successful marketing campaigns.
How Walmart ties together online and in-store activities
Walmart’s massive brick-and-mortar presence and its comprehensive online platform provide a complete view of customer behavior and preferences. This synergy between the digital and physical is a compelling selling point for advertisers that gives them a holistic view of consumer interactions. Walmart’s connected shopping experience integrates both online and in-store activities, allowing advertisers to engage with customers from the research stage to the online or in-store purchase stage of the buying journey.
New features and technology Walmart’s retail media platform is trying
As part of their innovative initiatives, Walmart Connect introduced the “Holiday Hub,” recognizing Walmart as America’s go-to holiday shopping destination. Advertisers can use this hub to gain key customer insights and implement product best practices to ensure a meaningful omnichannel connection during the holiday season.
In terms of new features and technology, Walmart Connect provides various advertising options to help brands stand out from the crowd:
- The Search feature ensures visibility when customers actively search for products, with ads appearing prominently in search results and on browse pages.
- Display ads, strategically placed on Walmart.com, the Walmart app, and across the web, aim to make a premium impression on customers based on their omnichannel Walmart history.
- For in-store influence, Walmart Connect offers opportunities to inspire shoppers through digital TV and point-of-purchase screens across 4,700+ Walmart stores.
- Walmart’s closed-loop measurement uniquely enables advertisers to correlate online ads with purchases, providing unparalleled scale and accuracy in measuring campaign impact.
Whether for a small business or a global brand, Walmart Connect offers solutions to help marketers discover new and effective ways to connect with their target audience.
The future of RMNs
The future of retail media networks (RMNs) is bright and holds exciting possibilities. These five key dynamics will likely drive retail media evolution:
Smaller retailers getting into the RMN game
With each passing day, more small brands are becoming active with RMNs. This trend is highly beneficial, bringing diversity, competition, expanded reach, and collaborative potential to the landscape. The future of RMNs is expected to be shaped by a mix of established and emerging brands. This will create an inclusive environment for advertisers and consumers alike.
Potential for cross-platform campaigns
Cross-platform campaigns in RMNs allow advertisers to create a cohesive, impactful, and data-driven advertising approach across different retail media networks. This shift in campaign strategy aligns with the dynamic nature of consumer interactions in the digital landscape, as it provides a comprehensive solution for brands that seek to enhance their presence and influence across diverse channels.
Targeted vs. personalized ads
Personalized ads are becoming a notable trend in RMNs and replacing targeted ads. This means RMNs now provide consumers with more relevant and tailored content based on their interests and preferences. The shift is driven by the increasing demand for personalization and the need to improve the consumer shopping experience. RMN advertisers must take advantage of these personalized ad opportunities to create stronger brand awareness.
Conversions vs. brand awareness
Advertisers often struggle when deciding whether to focus more on conversions or brand awareness. For a well-rounded strategy, RMN advertisers should craft campaigns that balance these two goals. Using the data and insights from RMNs, advertisers can personalize their messaging to drive sales and build and reinforce brand recognition. This approach can help RMN advertisers make brand awareness a central component of their advertising efforts.
Third-party data integration to enhance data and audiences
As RMNs evolve, data expansion is essential for targeted, personalized, and contextually relevant advertising experiences and will help drive the future success of retail media. Advertisers using third-party data, in particular, can unlock new dimensions in audience targeting to create more tailored and impactful campaigns. Third-party data allows for a broader understanding of customer behaviors and preferences and facilitates relevant content delivery.
Data insights for more connected, tailored advertising
Moving forward, it will also be important for advertisers to achieve a consistent view across online, app, and in-store activities. They need to understand where customers prefer to be reached and where they are most likely to engage so they can ensure a strategic alignment of messaging and optimize the effectiveness of their retail media strategies. The future of RMNs lies in using comprehensive data insights for more connected and personalized advertising.
What about AI? Where is it useful?
In the retail media context, AI (Artificial Intelligence) enhances advertisers’ capabilities by providing valuable insights and automation to drive more effective and personalized ad campaigns. AI helps analyze vast amounts of data, predict consumer behavior, and empower advertisers with the tools to optimize their strategies. Ultimately, it helps them deliver more tailored, relevant content to consumers that best aligns with their interests and preferences.
Humans still needed to drive change
While AI is a critical technology in retail media, it doesn’t replace the need for human expertise. People are still essential for driving change, making strategic decisions, and ensuring AI-driven solutions align with business objectives. Moving forward, advertisers will need to utilize both AI-driven capabilities and human expertise to see the greatest success.
A connected customer identity is the key to success
The future of advertising lies in the seamless integration of customer identity across various touchpoints. Experian’s cutting-edge solutions are leading the way in this transformation. We can help businesses navigate this dynamic environment with helpful tools that unlock a comprehensive view of audiences and facilitate effective campaigns across multiple channels.
Partner with Experian to achieve retail media success
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.
Our Consumer Sync solutions can connect customers across multiple touchpoints and channels, specifically bridging the gap between online and in-store to ensure a holistic view and strategy for audiences, campaigns, and performance. With access to over 2,500 frequently updated data points, we have the depth and breadth of data needed to supplement your audience strategy. We’ll help you unlock a broad view of your audiences to see well-rounded profiles, gain the reach required to access your audience across multiple channels, and turn opportunities into revenue. Additionally, our Consumer View solutions can help deepen your understanding of your customers, their behaviors, and campaign success.
Connect with a member of our team today to get started.
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Experian Audiences help financial marketers serve consumers with very different financial habits, digital behaviors, and spending patterns. Backed by our deep insight into income, debt, and credit, digital behavior, and household dynamics, our approximately 400 financial audiences and 3,500+ syndicated segments give financial marketers the ability to engage consumers with relevance across every life stage, channel, and financial mindset. To help financial marketers build effective, more adaptable programs, in this article, we’ll explore two approaches: Generational: How financial behaviors differ across life stages Seasonal: How consumer financial motivation spikes at key times of year Together, these approaches help financial marketers reach the right consumers with the right message at the right moment. Generational approach Financial marketers face a new kind of challenge: some consumers still visit branches, while others manage nearly every financial task from their phones. That gap reflects more than a channel preference; it signals distinct financial needs, confidence levels, and expectations for how money should work across generations. How do financial behaviors differ across generations? Generational digital behaviors The data below highlights key differences in how younger consumers engage with digital financial tools compared with Boomers. Behavior/metricGen Z and MillennialsBoomersUse peer-to-peer transfer apps (Venmo, PayPal)~50%~20%Use a mobile wallet daily79% (Gen Z), 67% (Millennial)Nearly 70% have never used one Younger generations are driving a mobile-first approach to money management, while Boomers are far less likely to manage their finances this way. They prioritize tools that help them build credit, reduce debt, manage rising costs, and automate everyday tasks. This behavior is reshaping how financial institutions think about acquisition, product relevance, and loyalty. Generational workforce and retirement dynamics As Boomers retire, their focus shifts to protecting accumulated wealth, steady income, and simplified service experiences. These changes are reshaping household finances and long-term planning behaviors across the country. The table below outlines how shifting workforce composition and retirement milestones differ across generations. Behavior/metricGen Z and MillennialsBoomersShare of the U.S. workforceGrowing toward 74% of the global workforce by 2030 (younger generations collectively)~15% of the U.S. workforce and shrinkingRetirement outlookExpected age to retire 67-69~75 million people will have retired by 2030 Marketers need to do more than track trends; they need to act on them with confidence. That’s where Experian Audiences come in. Turn generational insights into action with Experian Audiences Experian Audiences turn complex generational data into actionable marketing segments, helping financial brands reach the right people with the right message across every life stage. We offer approximately 400 financial audiences, each reflecting distinct financial priorities, from debt management to wealth preservation. These audiences are built using privacy-safe data and grounded in our deep understanding of income, debt, and digital behavior. Experian’s financial audiences blend credit, behavioral, and demographic signals to help you connect with consumers based on: Debt profile, including type and overall burden Income tier and earning stage Financial confidence and digital engagement habits How can marketers activate generational insights with Experian Audiences? Each generation has unique financial journeys, needs, and motivations that marketers can address with Experian Audiences designed to reach: Generation Z (Gen Z) Millennials Generation X (Gen X) Baby boomers (Boomers) In addition to these four generational segments, Experian Audiences also includes segments that apply broadly across life stages. These audiences reflect core financial attributes, such as income, capacity, and lifestyle, that are consistently relevant and can be layered onto any generational strategy. Ability to pay Generational income bands Income Mosaic® USA While Fair Lending regulations prohibit age-based targeting, these groups are not built on age itself. Instead, they’re derived from observable financial behaviors and signals that often align with different life stages; allowing marketers to engage consumers in a compliant, behavior-driven way. We also offer FLA-friendly¹ audience segments when required, alongside expanded options for non-lending campaigns, supporting initiatives such as brand and product awareness, deposit growth, credit union membership, and other programs that don’t rely on credit-based targeting. You can find the full taxonomy paths in the appendix. This generation is young, digitally savvy, and highly engaged. Gen Z is beginning their financial journey with a focus on independence and debt management. Their preference for mobile-first tools and peer-to-peer payments reflects an expectation for simple, accessible financial experiences. Campaigns centered on credit-building tools, savings apps, and financial literacy resources are especially relevant for this group. Behavior/metricGen ZUse peer-to-peer transfer apps80%+Use mobile wallets daily79% Here are seven recommended audiences to target Gen Z: Credit Card Financial Personality Discretionary Spend: Dining Out Discretionary Spend: Education Discretionary Spend: Entertainment In Market Buy Now Pay Later In Market for Auto Loan or Lease Renter How to use these audiences Financial marketers can activate audiences like Credit Card Financial Personality, In-Market Buy Now Pay Later, and Renter to introduce credit-building tools and mobile-first financial products. Millennials are entering their peak earning years while balancing family, homeownership, and digital convenience. Their preference for digital and contactless payments reflects a broader expectation for seamless, mobile-first financial experiences. Campaigns highlighting mortgage products, family insurance, and digital banking resonate across connected TV, mobile, and display. Behavior/metricMillennialPrefer digital or contactless payments~85% Here are ten audiences to target Millennials: Deposits Financial Personality Discretionary Spend Education Discretionary Spend Home Furnishings In Market Buy Now Pay Later In Market Real Estate Investable Assets Likely to Move Mortgage Financial Personality New Parents Student Loan Age How to use these audiences Financial marketers can use audiences such as Mortgage Financial Personality, New Parents, and Discretionary Spend: Home Furnishings to reach Millennials navigating homeownership, family growth, and major financial decisions. Gen X leads in household income and prioritizes investments, education, and long-term financial stability. They respond well to data-driven offers for refinancing, college planning, and wealth management, especially across digital video, streaming, and email channels. Behavior/metricGen ZMillennialsGen XBoomersMedian income$71,200~$104,000~$126,000~$54,000 Here are ten audiences to target Gen X: Discretionary Spend Discretionary Spend Donations Discretionary Spend Entertainment Discretionary Spend Travel Equity Loan Age Insurance Financial Personality Investment Financial Personality Investable Assets Mortgage Loan Age Net Asset Score (Net Worth) How to use these audiences Financial marketers can utilize audiences like Investment Financial Personality, Equity Loan Age, and Net Asset Score to promote refinancing, college planning, and wealth-building solutions. Boomers tend to have lower debt loads and more stable income, but place a high value on security and simplicity. Their channel preferences skew traditional, focusing on direct mail, television, and formats that reinforce trust and familiarity. Behavior/metricBoomerMedian net worth$410,000TV consumption98% watch TV; 77% watch more than 2 hours per dayNewspaper readership50%+ still read print or a mix of print and digital Here are eight audiences to target Boomers: Charitable Causes Discretionary Spend Discretionary Spend Donations Discretionary Spend Travel Equity Loan Age Home Equity Financial Personality Mortgage Loan Paid Off or “Has Existing” Net Asset Score (Net Worth) How to use these audiences Financial marketers can target audiences such as Home Equity Financial Personality, Mortgage Loan Paid Off, and Net Asset Score to support messaging around wealth preservation, estate planning, and retirement security. Seasonal approach Alongside generation insights, financial advertisers should also capitalize on key seasonal events where financial motivation naturally spikes. Each season brings unique consumer behaviors, and Experian Audiences can be activated to align with these key seasonal moments. Tax season Refunds and debt payoff are top of mind as consumers prepare and file their returns. Experian Audiences you can activate: Household Tax Shelter User Tax Preparation Services and Software Tax Return: Professional Service Prepare User Tax Return: Self Prepare User How to use these audiences Use Tax Preparation Services and Software or Tax Return: Self Prepare User to reach consumers actively preparing returns, paying down debt, or planning how to use their refunds. Home buying season Mortgage, refinancing, and home equity activity increases as consumers enter the peak home buying window. Experian Audiences you can activate: In Market First Mortgage In Market Home Equity In Market New Mortgage In Market Second Mortgage Refinancing Homeowners How to use these audiences Use In Market First Mortgage or Refinancing Homeowners to connect with consumers exploring first-time home purchases, refinance options, or equity-based borrowing. Back-to-school Household spending increases as families manage education costs, holiday purchases, and year-end budgeting. This period also drives heightened activity around payments, credit usage, and financial planning. Experian Audiences you can activate: Back to School High Spend Back to School Moderate Spend Back to School Spend: PreK through High School College Tuition Geo Index High Spenders Credit Card Age <2 Years Credit Seeking Card Switcher In Market Credit Card In Market Personal Loan Mobile Location > College Students Student Loan Age <5 Years Student Loan Existing How to use these audiences Activate Back to School High Spend, Back to School Moderate Spend, or Back to School Spend: PreK through High School audiences to reach households actively preparing for the school year. Year-end planning (October-December) As Boomers and Gen X plan for retirement or tax optimization, focus on wealth preservation and investment management. Experian Audiences you can activate: Baby Boomer Household Income $150K–$249K Baby Boomer Household Income $250K–$499K Estimated Household Income Range $500K Gen X Household Income $1M Plus Geo-Indexed Household Income $1M Plus How to use these audiences Use Estimated Household Income Range $500K or Geo-Indexed Household Income $1M Plus to engage consumers focused on financial wrap-up activities. What sets Experian Audiences apart? Our syndicated audiences give you an advantage across channels, offering both scale and accuracy: Experian’s 3,500+ syndicated audiences can be sent to 200+ leading social platforms, such as Meta and Pinterest, TV, and programmatic advertising platforms, and activated directly within Audigent, a part of Experian, with 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, a part of Experian, for activation in PMPs, and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list, download our syndicated audiences guide. Explore Experian and FMCG Direct’s financial audiences in non-financial campaigns Where can you activate Experian Audiences? Experian Audiences can be activated on 200+ leading destinations or found directly on over 30 platforms, including: Basis FreeWheel Magnite Nexxen The Trade Desk Viant Microsoft Advertising and more 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 Audience on Meta, Pinterest, Snap, TikTok or on a platform not listed above? Contact us today. Explore our other audiences that you can activate today Activate Experian Audiences today with Audigent Audigent will build customized deals that combine premium Experian Audiences 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 started. Make every consumer part of your financial strategy From first paychecks to retirement portfolios, every generation has its own financial story, and seasonal moments create predictable spikes in financial behavior. With Experian Audiences, you can plan across life stages and timing to meet consumers when intent is highest, building relationships grounded in trust, relevance, and meas Reach out to us today FAQs What are Experian Audiences? Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data.They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners.Experian ranks #1 in demographic accuracy according to Truthset, and marketers can choose from 3,500+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk.For a deeper look at our audience catalog, explore our syndicated audience guide. How can financial marketers use Experian Audiences effectively? Financial marketers can use Experian Audiences by aligning audience selection with generational priorities, such as digital banking for Gen Z or retirement planning for Boomers, to improve engagement and ROI. Are Experian Audiences compliant with financial marketing regulations? Experian Audiences are designed to meet a variety of needs while respecting different levels of privacy standards. For example, we offer FLA-compliant segments where required, as well as broader audiences for objectives such as brand awareness, promotion, credit union membership growth, and more.Experian’s approach to data is guided by our Global Data Principles, which reflect how we protect and manage information:Data security: safeguarding data against unauthorized access, use, or lossAccuracy: ensuring data is as accurate, complete, and relevant as possibleFairness: collecting and using data responsibly and for legitimate purposesTransparency: being open about the data we collect, how it’s used, and where it’s sharedInclusion: using data to expand financial access and support consumer financial health Where can you activate Experian Audiences? You can activate Experian Audiences are available across 200+ digital and connected TV platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs. Can I combine Experian data with my own? Yes, you can combine Experian data with your own. You can combine your own first-party data with Experian’s 3,500+ syndicated audiences and additional segments from multiple Partner data providers, as a custom audience within a Curated Deal or self-service via Audience Engine. 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. Appendix Generation Z Financial Personalities > Credit Card Financial Personality > Uninterested, Average Credit Card Balance Financial Personalities > Credit Card Financial Personality > Reluctant User, High Credit Card Balance Financial Personalities > Credit Card Financial Personality > Loyal Rewards Enthusiast, Low Credit Card Balance Financial Personalities > Credit Card Financial Personality > Credit Seeking Card Switcher, High Credit Card Balance Financial Personalities > Credit Card Financial Personality > Complacent Card User, Low Credit Card Balance Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229 Financial FLA Friendly > In Market > Buy Now Pay Later Financial > In Market > Buy Now Pay Later Financial FLA Friendly > In Market Auto Loan Financial FLA Friendly > In Market Auto Lease Demographics > Homeowners/Renters > Renter Millennials Financial Personalities > Deposits Financial Personality > Uninterested, Average Deposit Balance Financial Personalities > Deposits Financial Personality > Self-Directed Diversifier, Very High Deposit Balance Financial Personalities > Deposits Financial Personality > Hesitant Borrower, Low Deposit Balance Financial Personalities > Deposits Financial Personality > Demanding Advice Seeker, Low Deposit Balance Financial Personalities > Deposits Financial Personality > Conservative Branch Banker, Very High Deposit Balance Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271 Financial FLA Friendly > In Market > Buy Now Pay Later Financial > In Market > Buy Now Pay Later Publisher Derived > In-Market: Real Estate > In-Market Real Estate Consumer Financial Insights > Investable Assets > Investable Annual Assets Score Less Than $10000 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $10000-$49999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $50000-$99999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $100000-$249999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $250000-$499999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $500000-$999999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $1000000 Plus Lifestyle and Interests (Affinity) > Movers > Likely to Move Financial Personalities > Mortgage Financial Personality > Uninterested, Slightly Below Average Mortgage Balance Financial Personalities > Mortgage Financial Personality > Secure, Active Refinancer, Above Average Mortgage Balance Financial Personalities > Mortgage Financial Personality > Disciplined, Passive Borrower, Below Average Mortgage Balance Financial Personalities > Mortgage Financial Personality > Conservative, Bank Loyalist, Slightly Below Average Mortgage Balance Financial Personalities > Mortgage Financial Personality > Advice Seeking Refinancer, Slightly Above Average Mortgage Balance Life Events > New Parents > Child Age 0-36 Months Financial FLA Friendly > Student Loan Age > 9 Years Financial FLA Friendly > Student Loan Age > 8 Years Financial FLA Friendly > Student Loan Age > 7 Years Financial FLA Friendly > Student Loan Age > 6 Years Financial FLA Friendly > Student Loan Age > 12 Years Financial FLA Friendly > Student Loan Age > 11 Years Financial FLA Friendly > Student Loan Age > 10 Years Financial FLA Friendly > Student Loan Age > <5 Years Generation X Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $682-$1364 Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $1365-$99999 Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $0-$681 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $193-$99999 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $102-$192 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $0-$101 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $993-$99999 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $525-$992 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $0-$524 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $911-$1973 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $1974-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $0-$910 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $952-$1763 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $1764-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $0-$951 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $833-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $326-$832 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $0-$325 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $2568-$99999 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $1265-$2567 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $0-$1264 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $31619-$99999 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $0-$7900 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $7901-$10930 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $21952-$31618 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $15180-$21951 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $10931-$15179 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $2818-$99999 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $1459-$2817 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $0-$1458 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $727-$99999 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $331-$726 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $0-$330 Financial FLA Friendly > Equity Loan Age > 9 Years Financial FLA Friendly > Equity Loan Age > 7-8 Years Financial FLA Friendly > Equity Loan Age > 12+ Years Financial FLA Friendly > Equity Loan Age > 11 Years Financial FLA Friendly > Equity Loan Age > 10 Years Financial FLA Friendly > Equity Loan Age > <6 Years Financial Personalities > Insurance Financial Personality > Uninterested, Below Average Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Secure Agent-Oriented Loyalist, High Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Reluctant Insurance Skeptic, Below Average Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Insurance Averse, Below Average Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Engaged Advice Seeker, Average Insurance Policy Face Value Financial Personalities > Insurance Financial Personality > Confident, Self-Directed Planner, High Insurance Policy Face Value Financial Personalities > Investments Financial Personality > Skeptical, Fund-Oriented Investor, Low to Medium Investable Assets Financial Personalities > Investments Financial Personality > Savvy Sounding-Board Seeking Investor, Average Investable Assets Financial Personalities > Investments Financial Personality > Price Sensitive, Self-Directed Investor, Very High Investable Assets Financial Personalities > Investments Financial Personality > Cautious Investing Novice, Low Investable Assets Financial Personalities > Investments Financial Personality > Broker-Reliant Delegator, Very High Investable Assets Consumer Financial Insights > Investable Assets > Investable Annual Assets Score Less Than $10000 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $10000-$49999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $50000-$99999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $100000-$249999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $250000-$499999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $500000-$999999 Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $1000000 Plus Financial FLA Friendly > Mortgage Loan Age > 9 Years Financial FLA Friendly > Mortgage Loan Age > 8 Years Financial FLA Friendly > Mortgage Loan Age > 7 Years Financial FLA Friendly > Mortgage Loan Age > 6 Years Financial FLA Friendly > Mortgage Loan Age > 5 Years Financial FLA Friendly > Mortgage Loan Age > 13 Years Financial FLA Friendly > Mortgage Loan Age > 11-12 Years Financial FLA Friendly > Mortgage Loan Age > 10 Years Financial FLA Friendly > Mortgage Loan Age > <4 Years Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score Net Worth $1000000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $2500000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score Less Than $25000 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $750000-$999999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $75000-$99999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $500000-$749999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $50000-$74999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $5000000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $250000-$499999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $25000-$49999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $2500000-$4999999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $100000-$249999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $1000000-$2499999 Baby boomers Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Private Foundations Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Political Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Health Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Education Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Arts/Culture Charities Lifestyle and Interests (Affinity) > Charitable Causes > Contributes by Volunteering Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $682-$1364 Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $1365-$99999 Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $0-$681 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $193-$99999 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $102-$192 Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $0-$101 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $993-$99999 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $525-$992 Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $0-$524 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601 Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $911-$1973 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $1974-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $0-$910 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $952-$1763 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $1764-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $0-$951 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606 Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $833-$99999 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $326-$832 Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $0-$325 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999 Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $2568-$99999 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $1265-$2567 Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $0-$1264 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $31619-$99999 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $0-$7900 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $7901-$10930 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $21952-$31618 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $15180-$21951 Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $10931-$15179 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301 Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $2818-$99999 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $1459-$2817 Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $0-$1458 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $727-$99999 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $331-$726 Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $0-$330 Financial FLA Friendly > Equity Loan Age > 9 Years Financial FLA Friendly > Equity Loan Age > 7-8 Years Financial FLA Friendly > Equity Loan Age > 12+ Years Financial FLA Friendly > Equity Loan Age > 11 Years Financial FLA Friendly > Equity Loan Age > 10 Years Financial FLA Friendly > Equity Loan Age > <6 Years Financial Personalities > Home Equity Financial Personality > Uninterested, Low Home Equity Balance Financial Personalities > Home Equity Financial Personality > Secure, Savvy Credit User, High Home Equity Balance Financial Personalities > Home Equity Financial Personality > Home Equity Enthusiast, Very High Home Equity Balance Financial Personalities > Home Equity Financial Personality > Home Equity Averse Skeptic, Very Low Home Equity Balance Financial Personalities > Home Equity Financial Personality > Hesitant Borrower, Low Home Equity Balance Financial FLA Friendly > Mortgage Loan Paid Off Financial FLA Friendly > Mortgage Loan Has Existing Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score Net Worth $1000000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $2500000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score Less Than $25000 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $750000-$999999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $75000-$99999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $500000-$749999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $50000-$74999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $5000000 Plus Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $250000-$499999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $25000-$49999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $2500000-$4999999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $100000-$249999 Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $1000000-$2499999 Tax season Lifestyle and Interests (Affinity) > Financial Behavior > Household Tax Shelter User Publisher Derived > In-Market: Financial Services > Tax Preparation Services and Software Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return –Professional Service Prepare user Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return – Self prepare user Home buying season Financial FLA Friendly > In Market First Mortgage Financial FLA Friendly > In Market Home Equity Financial FLA Friendly > In Market New Mortgage Financial FLA Friendly > In Market Second Mortgage Financial FLA Friendly > Refinancing Homeowners Back to school Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel – High School Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend – PreK (Early Ed – PreK) Geo-Indexed > Discretionary Spend > College Tuition GeoIndex High Spenders Financial Personalities > Credit Card Financial Personality > Credit Seeking Card Switcher, High Credit Card Balance Financial FLA Friendly > In Market Credit Card Financial FLA Friendly > In Market Personal Loan Consolidated Mobile Location Models > Visits > College Students Financial FLA Friendly > Student Loan Age > <5 Years Financial FLA Friendly > Student Loan Has Existing Year-end planning Demographics > Household Income (HHI) > Baby Boomer Household Income $150K-$249K Demographics > Household Income (HHI) > Baby Boomer Household Income $250K-$499K Demographics > Household Income (HHI) > Estimated Household Income Range $500K Plus Demographics > Household Income (HHI) > Gen X Household Income $1M Plus Geo-Indexed > Demographics > Geo-Indexed Household Income $1M Plus Latest posts
Remember when “6-7” was all over your feed and no one really knew why, but somehow everyone got it? In 2025, the internet proved that connection doesn’t always make sense — at least not at first. The “6-7” meme was random, ridiculous, and everywhere. It spread because it felt connected; an inside joke everyone could share. Marketing in 2026 will have its own 6-7 moment. Experian's 2026 Digital trends and predictions report explores how 2026 will be defined by connection: between activation and measurement, data and AI, platforms and outcomes. After years of fragmentation, the industry is finally unifying around shared foundations: data accuracy, identity resilience, and measurable performance. Here are three connections to watch for in 2026. 1. AI is only as good as its data foundation AI’s performance depends on the quality, recency, and integrity of its inputs. In 2026, marketers will recognize that the differentiator is not the algorithm itself but the data that informs it. As AI becomes embedded into workflows (from audience discovery to media optimization) accurate identity and privacy-safe data become essential. Why it matters Good data fuels responsible automation, predictive insight, and personalization that feels human. Without it, even the most advanced models will simply automate bad decisions faster. What actions should marketers take to strengthen their data foundation? To make AI adaptive, ethical, and aligned with real-world context, marketers need to strengthen the data foundation beneath it. In 2026, that means taking four core actions: 1. Prioritize accuracy Verify data and anchor it in real human identity, rather than inferred or fragmented signals. 2. Keep data fresh Ensure inputs stay current through continuous updates that reflect real-time consumer behavior and conditions. 3. Maintain consent standards Source data responsibly and stay compliant with privacy regulations emerging across 20+ U.S. states. 4. Enable interoperability Connect data securely across platforms through a signal-agnostic identity framework that supports consistency and scale. When these elements come together, AI becomes more than just automation: it becomes adaptive, ethical, and responsive to real-world context. 2. Commerce media expands beyond retail Commerce media is no longer just a retail play. What began as retailers monetizing their data and media has evolved into a multi-sector movement uniting data, media, and transaction insights. Auto, travel, CPG, and even financial brands are launching their own media networks or partnering with existing ones to close the loop between exposure and conversion. More than half (58%) of advertisers are interested in advertising on non-retail media networks. eMarketer Why it matters In 2026, commerce media becomes a strategy for any brand with first-party data, measurable outcomes, and the need for closed-loop insight. What should marketers do with this expansion? Activate beyond owned channels Extend audiences beyond owned inventory into addressable connected TV (CTV) and open-web environments where identity links every impression to real outcomes. Make identity the growth engine Privacy-first identity resolution increases data addressability and keeps media measurable across every channel. Collaborate for scale and consistency Partner with providers that deliver transparency, interoperability, and shared measurement – not just data volume. 3. Curation becomes the programmatic standard Curation is reshaping programmatic advertising into something more focused, efficient, and accountable. In an era shaped by privacy regulation and signal loss, curation brings identity, quality, and control together, allowing marketers to target confidently across CTV, audio, and the open web. More than 66% of open-exchange ad spend (over $100 billion annually) now runs through curated private marketplaces (PMPs). eMarketer Why it matters Curation aligns with the industry’s need for accurate identity, transparent supply, and stable outcomes, especially as traditional signals fluctuate. How can marketers use curation more effectively? Utilize supply-side innovation Use supply-side platform (SSP) curation tools from partners like Index Exchange and Magnite to optimize in real time and keep your supply paths transparent. Adopt curated marketplaces Work with agency-built marketplaces from groups like GroupM and Butler/Till to control data costs, maintain transparency, and improve performance. Activate with Experian Curated Deals Tap high-performing audience segments, including PurpleLab’s HIPAA-compliant health audiences, through curated PMPs in leading demand-side platforms (DSPs) such as Amazon DSP. Optimize and prove performance Combine Experian data with Audigent supply-path intelligence to adjust campaigns mid-flight using metrics like CPM, CTR, and video completion rate. 2026 will be the 6-7 era for marketing The “6-7” meme didn’t need to make sense to go viral. But your marketing does. 2026 will be the year marketers move from fragmentation to connection. Download Experian’s 2026 Digital trends and predictions report to explore all five digital marketing trends shaping 2026. Download now Ready to get started? Connect with a member of our team About the author Fred Cheung Director, Partnership Sales, Audigent, a part of Experian Fred Cheung has spent over a decade in the programmatic advertising space, with roles at Mindshare, Jounce Media, Twitter, and The Trade Desk. His deep experience in trading and product management helps in his current function on the Experian Marketing Services’ Sales team where he focuses on data growth and adoption across the industries’ leading buy-side platforms. FAQs Why does Experian describe 2026 as marketing’s “6–7 moment”? Experian uses this phrase to describe the inflection point where AI, identity, commerce media, and programmatic curation finally connect in practical, scalable ways. It reflects the shift from fragmentation toward unified activation and measurement. Experian covers five digital marketing trends to watch for in 2026 in our 2026 Digital marketing trends and predictions report. How does Experian support AI strategies for marketers? Experian provides verified consumer data, identity resolution, and privacy-first frameworks that strengthen AI accuracy. AI tools require reliable inputs, and Experian’s data foundation helps marketers apply AI in predictive modeling, audience insight, and media optimization. Why is identity central to commerce media growth? Identity allows brands and media networks to connect exposure to conversion across sites, screens, and environments. Experian supports this through resilient identity frameworks that maintain recognition even as signals shift. How does Experian help marketers activate curated programmatic buys? Experian provides high-performing audience segments and outcome-based signals that improve curated PMP performance. These capabilities give buyers more control, more stability, and clearer pathways to measurable results. Where can marketers learn more about Experian’s 2026 predictions? Experian’s 2026 Digital trends and predictions report outlines the five forces shaping the year ahead, including AI’s dependence on data quality, commerce media expansion, and the rise of curation. Latest posts
In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Dan Lynch a Senior Manager, Insights and Analysis at M3 MI, the company behind the MARS Consumer Health Study and MARS Audiences. Audience impact across health vertical Which healthcare advertisers see the greatest impact from MARS audiences? Could you share an example of how health marketers have successfully utilized your data to achieve specific campaign goals, such as patient engagement, awareness, or adherence? We’re seeing a clear shift in healthcare advertising away from generic, one-size-fits-all campaigns. With MARS, advertisers from pharmaceuticals, over-the-counter (OTC), health insurance companies, and hospitals are seeing the greatest impact by defining highly specific patient and caregiver personas and using those insights to build personalized media plans and deliver unique messaging by segment. As a result, our partners are seeing stronger engagement, increased ad recall, and more effective outcomes because they’re speaking directly to what matters most to each audience. Media agencies who utilize the MARS Consumer Health Study to build their strategic marketing plans are seeing a great impact by then taking those strategic targets and activating them. Those who are not activating those audiences are really missing out on bringing their strategy to consumer screens. Building stronger health campaigns with advanced segmentation What key health-related audience segments does MARS offer? While other competitors may offer caregiver segments by condition, we go further by layering engagement levels, such as caregivers actively involved in medical decisions or those who regularly discuss care with physicians. Similarly, for patients, we don’t stop at identifying over 60 health conditions; we add behavioral dimensions like whether they’re proactive in managing their health or primarily doctor-led. These nuanced attributes allow advertisers to craft personalized campaigns that resonate on a much deeper level. We can also look at patients that are willing to pay more for an Rx not covered by their insurance, which has been a trend with GLP-1s. How can health advertisers use these segments to craft more personalized and effective campaigns? Advertisers can use MARS’ advanced segmentation to move beyond simple demographics or condition-based targeting by layering behavioral and engagement attributes for greater relevance and impact. With MARS, a single condition can be the starting point for building multiple test-and-learn audiences to identify prime prospects. For example, GLP-1 patients have diverse treatment journeys; some pay out-of-pocket due to lack of insurance coverage, others switch brands for cost savings, and some purchase directly through patient websites. Each of these scenarios represents a distinct audience that can be created using MARS data, enabling highly personalized activation strategies. Data sourcing and quality How does MARS source and curate consumer data relevant to health audiences? Our audiences are survey-based, first-party data built from the MARS Consumer Health Study and Kantar’s trusted LifePoints Panel. We do not use medical claims, insurance data, or personal health records; our data is 100% self-reported. The study has over 5,000 different healthcare data points used to create syndicated and custom audiences. Our syndicated audiences are curated based on marketplace trends (e.g., we’ve added more information on GLP-1s), client feedback for enhancements to the MARS study, and reaching audiences medical claims data cannot (e.g., caregivers, treatment satisfaction, act based on healthcare advertising). What data quality standards do you follow, and how do you ensure consistency and reliability, especially for sensitive or regulated health-related data? M3 MI is part of M3 Global Research which is committed to transparency and high-quality data with ISO (International Organization for Standardization) certifications. These certifications demonstrate that our research practices align with international regulations. In a crowded data marketplace, what unique attributes set MARS apart, particularly for health advertisers? We don’t just identify patients or caregivers, we uncover their motivations, preferences, and behaviors, enabling advertisers to build highly targeted and meaningful audiences that competitors simply can’t replicate. The MARS Consumer Health Study offers an extensive range of data for audience building, spanning healthy living profiles, OTC, vitamins, and prescription purchasing behaviors, as well as media consumption habits and lifestyle activities. How MARS ensures regulatory compliance What measures does MARS take to maintain data privacy and regulatory compliance? We take a privacy-first approach to exceed all Network Advertising Initiative (NAI), Health Insurance Portability and Accountability Act (HIPAA), and California Consumer Privacy Act (CCPA) regulations. Since the data to build our audiences is self-reported via the MARS Consumer Health Study, we do not use PII data. We also take the following steps to maintain data privacy and compliance: State regulatory compliance: We proactively exclude survey respondents for audience seeds from certain states with consumer privacy laws that preclude audience data use Consent and transparency: Survey panelists are required to double-opt-in to all data usage terms before participating in the MARS study. Our panel partner’s privacy policy clearly explains use cases such as look-alike modeling and audience creation. Privacy-safe modeling: Data is scaled using propensity models built from an offline, people-based national consumer database. All seed survey data is removed from final models to eliminate any risk of re-identification, ensuring respondents are never targeted directly based on their survey responses. Click here for full details on M3 MI's privacy policy How do these efforts help advertisers navigate an evolving regulatory landscape while ensuring ethical standards? By relying solely on double opt-in, self-reported data, and removing identifiers, we guarantee that our approach is 100% privacy-safe and compliant. This gives advertisers confidence that our audiences are built on ethical, transparent practices without compromising consumer trust. Success stories Could you share a recent success story where a health advertiser achieved significant campaign improvements using M3 MI’s MARS data? What were the key factors behind that success, such as ROI, engagement lift, or conversion rates? One recent success story involved a diabetes medical device advertiser trying to breakthrough in a cluttered marketing landscape. Their initial broad, non-personalized media campaign delivered lower than expected digital engagement. To address this, the company conducted segmentation research and identified three distinct patient personas. However, the research lacked actionable media insights and a way to effectively reach these personas in the digital world. That’s where MARS data came in. Using the MARS Consumer Health Study, M3 MI mapped the existing personas to uncover each group’s unique media habits. These insights enabled the media agency to design tailored strategies for each persona. Additionally, M3 MI built custom, propensity-modeled persona audiences for activation across CTV, social, and display channels, ensuring precise targeting and personalized messaging. This strategic shift to personalized persona marketing transformed the campaign from a one-size-fits-all approach to a patient-first model. The company saw a significant lift in website engagement and a measurable increase in ROI. Resources to maximize your campaigns Where can readers find additional resources, case studies, or insights to learn more about MARS audience solutions? Interested healthcare marketers can explore additional resources by visiting our Audience Solutions page. There, they’ll find a comprehensive overview, a detailed taxonomy of syndicated audiences, and other helpful materials. For personalized support or further information on customized audiences, they can also reach us directly at info@M3-MI.com. Contact us About our expert Dan Lynch Senior Manager, Insights and Analysis, M3 MI Dan Lynch is a seasoned leader in strategic marketing insights and activation with over 20 years at healthcare focused media agencies. At M3 MI, he helps pharmaceutical companies, media partners, and agencies leverage our syndicated research to address critical business needs. Dan is also a lead of the MARS addressable audience initiative, applying his expertise in developing unique audience personas from our data and activating them across programmatic channels. About M3 MI M3 MI, a division of M3 USA, is the leading provider of unbiased syndicated research for the healthcare industry. We specialize in media measurement, advertising intelligence, and audience insights and activation. Leveraging robust datasets, rigorous methodologies, and decades of healthcare expertise, M3 MI delivers a deeper understanding of patients, caregivers, and healthcare professionals, their behaviors, attitudes, media habits, and communication preferences. These insights empower marketers to make informed, data-driven decisions. Latest posts