All posts by Hayley Schneider, Sr. Manager, Content Marketing

With the impending deprecation of third-party cookies, marketers find themselves at the crossroads of innovation and adaptation. As we bid farewell to this identifier, the emphasis shifts to forging deeper connections, understanding customer needs, and navigating the marketing landscape with data-driven precision. At Experian, we stand as your trusted partner, committed to guiding you through this transition. In this blog post, we'll explore: How third-party cookie deprecation is impacting digital advertising Six alternatives to third-party cookies and where they fall short How Experian can help you navigate a cookieless world Four ways third-party cookie deprecation is impacting digital advertising Third-party cookie deprecation is causing significant challenges within the AdTech industry, manifesting in four key areas: Reach: Advertisers and demand-side platforms (DSPs) will face difficulties in reaching their target customers due to the absence of third-party cookies. Understanding audiences: Advertisers will find it challenging to understand the demographics and behaviors of their customer base without third-party cookies. Similarly, publishers are struggling to identify their audiences accurately, resulting in less addressable and appealing inventory. Measurement: Measurement providers may encounter obstacles in accurately assessing the effectiveness of advertising campaigns. Additionally, DSPs are finding it hard to measure the impact of their ads without the assistance of third-party cookies. Matching: Data providers may experience challenges in matching users with the appropriate audience segments, leading to difficulties in delivering targeted advertising. Six alternatives to third-party cookies As the deadline approaches for Google's removal of third-party cookies from Chrome by the end of 2024, marketers are scrambling to discover alternative methods for delivering effective advertising. Fortunately, various alternatives are emerging. However, the abundance of options can create confusion rather than clarity. Which alternatives are worth considering? Here are six compelling alternatives to third-party cookies: 1. First-party data Acquiring consented first-party data directly from users is becoming increasingly vital as it can lay the groundwork for more precise targeting. 2. Universal IDs Alternative identifiers like The Trade Desk's UID2 and ID5’s Universal ID are becoming increasingly important, offering the ability to maintain a comprehensive consumer view across channels and platforms, leading to enhanced personalization and addressability across various channels, even in cookieless environments. 3. Identity graphs As browser-based IDs shift and digital signals decline, the need for an identity graph grows, with companies adopting a "graph-of-graph" strategy by combining their own robust first-party data with licensed identity graphs, as highlighted in recent announcements by industry giants such as Disney, VideoAmp, and Magnite.   4. Contextual targeting Contextual targeting aligns publisher content with relevant ads, ensuring ad delivery based on content rather than individual identifiers. This privacy-respecting approach is less dependent on third-party cookies, providing effective audience activation.  5. Data collaboration In a cookieless world, it becomes more difficult for companies to "communicate" with one another. We expect to see more pick up of data collaboration in the market, using addressable IDs and identity resolution to power connectivity between partners and their data sets. 6. Google Privacy Sandbox The primary goal of Google’s Privacy Sandbox is to continue to deliver valuable consumer information that yields relevant marketing and media strategies, while protecting a user’s privacy.   How these alternatives to cookies fall short While it's promising to see numerous alternatives to cookies emerging, it's essential to recognize that each alternative has its limitations and is not a perfect one-to-one replacement for third-party cookies. Let’s review the shortcomings of these alternatives, and then we’ll walk through how Experian can help you navigate these alternatives to cookies. 1. First-party data  First-party data, which is data directly collected from your users with their consent, is highly valuable. However, you will likely face limitations in terms of the number of consumers in your database, the identifiers linking them, and the insights into their demographics and behaviors. To overcome these limitations, it's essential to expand both the quantity and quality of your first-party data. 2. Universal IDs  Universal identifiers are valuable for tracking users across different devices and websites. However, no single universal identifier has enough reach to fully replace third-party cookies. Universal IDs are most effective in terms of scaling, when they are combined with other universal identifiers or alternative addressable identifiers. 3. Identity graph  Identity graphs excel at connecting digital audiences. However, establishing an identity graph from scratch is a significant accomplishment, demanding expertise, financial resources, and more. 4. Contextual targeting  Contextual targeting and advertising aim to place your ads next to relevant content. However, there's a risk that your ads might appear alongside misaligned content, reaching audiences who are uninterested or unintended. 5. Data collaboration  Data collaboration is beneficial for enhancing your consumer data and informing your strategies. However, it can introduce potential data security risks, if not done in the right framework, and may lead to subpar matching results due to issues like data hygiene or discrepancies in identifiers. 6. Google Privacy Sandbox  Google’s Privacy Sandbox aims to balance effective advertising with consumer privacy and data security. However, it lacks transparency and has yet to prove its effectiveness, raising concerns about whether it meets industry standards. How Experian can help you navigate a cookieless world As an industry innovator and leader in data and identity, we've developed solutions to address the challenges posed by the shift away from third-party cookies. Our products are designed to adapt to these changes and ensure your success. We've anticipated industry shifts and proactively prepared our offerings to support you through this transition. Below we outline how our products are ready to support you through the transition away from third-party cookies. Graph The Experian Graph facilitates connectivity without relying on cookies. Our Graph helps ensure connectivity by supporting a variety of addressable identifiers, not limited to but including universal IDs, like Unified ID 2.0 (UID2) and ID5's universal ID. Whether you have first-party data or not, our Graph can be used to expand the reach of your first-party data or provide you with access to the full scope of our Graph's 126 million households and 250 million individuals. Activity Feed Supported by our Graph, Activity Feed can help you deliver digital connectivity and resolution in a cookieless environment. Activity Feed can resolve disparate activity to a single, consumer profile. It can expand the quantity of addressable identifiers associated with your first-party consumers. Additionally, Activity Feed, by joining disparate activity and identifiers, provides clearer insights, more addressable targets, and more holistic measurement. Our Marketing Attributes and Audiences In a cookieless environment, our Marketing Attributes and Audiences provide valuable information and insights about who your consumers are, like their demographics, shopping patterns, and more, to facilitate more informed decision-making. You can use our Marketing Attributes and Audiences to enrich your first-party data, giving you crucial insights into your customers so you can make informed, strategic decisions. They can be matched to universal identifiers, expanding their utility. Additionally, our Marketing Attributes and Audiences are sourced from non-cookie dependent offline and digital sources, ensuring they are unimpacted by third-party cookie deprecation.   Collaboration While third-party cookies have primarily served to connect data in the industry, many companies are turning to data collaboration in lieu of having third-party cookies. In doing so, they can connect data with key partners, which they can use to make better media decisions. Experian Collaboration helps make data collaborations better, powering higher match rates by using the various identifiers supported in our offline and digital graphs. Through our current support of collaboration in three environments, within Experian, through crosswalks, and in clean rooms, such as AWS, InfoSum, and Snowflake, we ensure that you only share the data you intend to share, while the sensitive information remains secure. This way, your partner and you can focus on how to use the data to benefit you and not on anything else. Get started with alternatives to third-party cookies today  While many view the deprecation of third-party cookies as disruptive, we see it as an opportunity for the industry to embrace a new era of advertising while prioritizing consumer privacy. Achieving this balance is crucial, and Experian's solutions are here to help you navigate it effectively. As the AdTech industry gravitates toward a few tactics to effectively advertise in the cookieless future, Experian is here to understand your core needs and recommend products that will help.    In a rapidly evolving marketing landscape, Experian stands as your trusted partner, offering expertise in data-driven and identity solutions. Connect with our team to seamlessly transition into these alternatives to third-party cookies, ensuring your marketing strategies remain effective, privacy-compliant, and focused on meaningful connections. Get started today Latest posts

In the ever-evolving and soon-to-be cookieless advertising world, brands and agencies need help finding and maintaining access to accurate and comprehensive marketing data that enables them to reach the audience segments that matter most. Flashtalking by Mediaocean and Experian have a collaboration in place to do just that. Through this partnership, Experian’s more than 2,400 syndicated audiences are available for activation within the Flashtalking platform and its Social Ads Manager. “There are a lot of audience segments and data disappearing within the advertising industry right now because of the deprecation of third-party cookies, but Experian’s syndicated audiences are built for this new privacy-first world. Through this partnership, Flashtalking's clients gain access to some of the industry's most actionable on-the-shelf and custom audience capabilities for activation and targeting across the publishers and social platforms that matter most. It’s as easy as identifying the segments that matter to your brand and activating them everywhere they exist with a few simple clicks.” - Ben Kartzman, COO, Flashtalking by Mediaocean This partnership unites the power of Flashtalking's best-in-class independent omnichannel advertising platform with Experian’s comprehensive audience intelligence, which spans 126 million households and 250 million consumers. “For the same reason that brands are investing more deeply in first-party data in the wake of third-party cookie deprecation, having access to the right audience segments has never been more important. Mediaocean offers access to the only independent ad server that’s powering truly omnichannel, personalized experiences, and we’re thrilled to be amplifying their ability to do that through Experian’s expansive audience segments.” - Colleen Dawe, Director, Sell-Side Sales, Experian The Flashtalking Social Ads Manager has long-standing relationships and technical integrations with all major platforms, including Facebook, Google Demand Gen, Instagram, LinkedIn, Pinterest, Snap, TikTok, and a forthcoming integration with Reddit. Experian data can be deployed through custom and syndicated segments within these platforms, providing clients with both reach and precision. The power of the Experian - Flashtalking collaboration Benefits to marketing organizations that tap Experian data and audience segments via the Flashtalking platform include the following: A unified customer view: Marketers can use Experian's comprehensive data within Flashtalking to create a unified view of the customer across multiple channels. This helps craft cohesive marketing strategies that deliver consistent messages, enhancing customer experiences and brand perception. Enhanced targeting and personalization: Marketers can access Experian's detailed audience segmentation and insights within Flashtalking to target campaigns effectively. They can personalize messages at scale based on demographic, psychographic, and behavioral data to increase engagement and conversion rates across all channels. Optimized cross-channel strategies: With Flashtalking's cross-channel capabilities, marketers can integrate Experian's insights to understand how different segments interact with various channels. This enables the design of optimized cross-channel strategies that cater to the preferences and behaviors of different audiences. Data-driven decision-making: This partnership combines Experian's in-depth consumer insights with Flashtalking's analytics and reporting tools to help marketers make informed decisions. This data-driven approach can improve campaign performance, optimize media spend, and reveal untapped market opportunities. Local market activation: Marketers can also use Experian's geographic and location-based data within Flashtalking to tailor campaigns to local markets. This localized approach can enhance relevance and response rates, providing a competitive edge in regional marketing efforts. Improved media efficiency: This collaboration also enables organizations to harness the power of Experian's data within Flashtalking to improve media planning and buying. They can identify the most effective channels and timeframes for reaching specific audiences, leading to more efficient and cost-effective media investments. Why choose Experian in Flashtalking For over 50 years, we have been a trusted single-source provider of data management solutions. Our expertise in offline and digital identity has enabled us to curate data from over 200 direct and active sources, offering a comprehensive view of consumers with granularity, accuracy and scale. Using this data, we can craft our syndicated audiences to cover many verticals and specialty categories. For example, a Flashtalking client in the automotive industry can supercharge its campaign efforts. Experian has found that automotive advertisers build segmentation using four major data categories: Automotive Demographics Lifestyles and Interests Retail Shoppers: Purchase-Based Directly within the Flashtalking platform, multiple syndicated audiences from Experian in each major data category specific to automotive are available that brands and agencies can activate on-the-shelf to reach consumers with targeted messaging and retargeting. Experian and Flashtalking are future-proofing advertising Together, Flashtalking and Experian will ensure advertisers can continue to deliver personalized, relevant, and impactful messages and experiences to consumers despite ongoing shifts within the data-driven marketing landscape, including the deprecation of third-party cookies in Chrome. This partnership offers greater access to audience segments built on privacy-safe insights with expansive reach, scale, and flexibility. Connect with us to learn more about how you can access Experian’s syndicated audiences through Flashtalking by Mediaocean. Contact us today About Flashtalking by Mediaocean Flashtalking unleashes the power of creative to make media work better. As the leading independent platform for personalization and intelligence across all marketing channels, our Creative Ad Tech bridges the gap between creative and media. We provide AI and automation to connect the silos between teams and deliver more efficient production, versioning, and distribution of creative. Our solutions operate at scale across CTV, Video, Display, Social, Native, Audio, DOOH, and Retail Media channels. As part of Mediaocean, Flashtalking is tied into the industry’s core ad infrastructure for omnichannel planning, buying, and billing. Visit flashtalking.com to learn more. Latest posts

Shoptalk 2024, the premier event for retail and e-commerce professionals, brought together industry leaders to discuss the latest trends and innovations shaping the future of retail. As the retail landscape continues to evolve, here are four key takeaways from Shoptalk 2024: 1. The continuing rise of retail media networks The evolution of retail media is propelling us into a new era of advertising and first-party data monetization. Retailers are using their valuable first-party data to offer targeted advertising opportunities on both their owned and operated channels -- from sponsored content to personalized ads -- and through offsite programmatic ads. However, the full potential of retail media networks (RMNs) is hindered by challenges in understanding and targeting shoppers beyond retail data, reaching customers across channels and validating measurement. To unlock the true value of RMNs, and turn these challenges into opportunities, companies should focus on four areas: Gain insights: Learn more about your customers and the customers your marketing partners care about. Create audiences: Use enriched data to build addressable audience segments for advertisers to target. Maximize reach: Expand your addressability and monetize your data on and off platform. Demonstrate success: Validate marketing impact by connecting ad exposures to outcomes. “It was evident at Shoptalk 2024 that the rise of retail media is unstoppable. The conversations, collaborations, and insights shared at the event cemented the position of retail media networks as the driving force behind the future of commerce.”Alison Hofelich, Sr. Account Executive, Big Box Retail & Grocery 2. Content-led commerce Content is becoming increasingly pivotal in driving commerce, with retailers investing in shoppable video to stimulate conversations and foster customer engagement. While video may not always lead to immediate transactions, it can start dialogues, offering retailers a platform to enhance customer loyalty and influence future sales. Retailers talked about their focus on connecting with Gen Z on a deeper level. PacSun highlighted initiatives like the launch of a gender-fluid line and continuous engagement with young consumers via social media for feedback. Additionally, PacSun talked about embracing "conscious capitalism" by co-creating with influencers and customers, recognizing the growing consumer preference for brands that make a positive impact. By collaborating with influencers and using user-generated content, retailers can create authentic experiences that resonate with their customers. 3. Data privacy and trust With data playing a central role in retail strategies, ensuring data privacy, and building trust with consumers are imperative. Retailers must prioritize transparency and security to safeguard customer information and nurture long-term relationships. While the focus may currently be on capturing Gen Z market share, businesses need to anticipate shifts in consumer demographics and adapt their strategies accordingly. Using customer data in a privacy-compliant way enables retailers to implement effective personalization strategies that drive long-term engagement and loyalty. “Retail media networks were at the center of Shoptalk 2024. In addition to retail media networks, the seamless integration of data to enhance customer personalization and the rising importance of targeting Gen Z were recurring themes."Kai Rood, Account Executive, Retail Apparel 4. The time to embrace AI is now Technology continues to drive innovation in retail, with advancements in AI reshaping the shopping experience. From virtual try-ons to personalized product recommendations, retailers are using AI to engage consumers and enhance product discovery. Testing and learning are essential for AI implementation, as companies navigate the risks and rewards of technological innovation. Navigate the future of retail with Experian Shoptalk 2024 provided invaluable insights into the future of retail, highlighting the importance of retail media networks, content-led commerce, data privacy, and tech innovation. By embracing these trends and innovations, retailers can position themselves for success in an ever-evolving marketplace. At Experian, our solutions are tailored to empower businesses in navigating this dynamic landscape. Through our Consumer Sync solutions, we bridge the gap between online and in-store touchpoints, ensuring a unified strategy for reaching audiences across channels and evaluating campaign performance. Our Consumer View solutions enable you to tap into 5,000 demographic and behavioral attributes to fill in any gaps on your customer. Go beyond category buyers by combining your first-party data and Experian's top ranked data to build custom audiences that lead to higher ROI for your advertisers. Connect with a member of our team today to get started. Latest posts

As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we'll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns. What separates Experian's syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs).   Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Spring cleaning and home improvement Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like "Gardening Mothers" or "Home Improvement & DIY Frequent Spenders." Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine. Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements: Purchase Transactions > Household Goods > Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Purchase Transactions > DIY and Advice Seekers > High Spenders Purchase Transactions > Home Improvement/DIY > High Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders Gardening Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening: Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Hobbies > Gardening Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers Purchase Predictors > Shoppers All Channels > Lawn and Garden Movers and new homeowners Did you know? 44% of new homeowners are between the ages of 25-39*. Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now: Life Events > New Homeowners > Last 6 Months Life Events > New Movers > Last 12 Months Mother's Day: Unveil the perfect gift Appealing to the emotion of gratitude and love, Mother's Day is a significant occasion for marketers. Activate Experian syndicated audiences such as "Mother's Day Shoppers" and "Florists & Flower Gifts High Spenders" to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother's Day: Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children Mobile Location Models > Visits > Mothers Day Shoppers Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54 Mobile Location Models > Visits > Jewelry Retail Stores Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders Father's Day: Celebrate Dads in style Highlighting the significance of paternal bonds, Father's Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the "Father's Day Shoppers" or "Growing and Expanding families" with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father's Day: Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders Mobile Location Models > Visits > Fathers Day Shoppers Mosaic - Personas - Lifestyle and Interests > Group M: Families in Motion > M45 - Growing and Expanding (Young, working-class families and single parent households that live in small city residences) Geo-Indexed > Demographics > Presence of Children: Ages: 7-9 Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders Life Events > New Parents > Child Age 0-36 Months Plan for the 2024 TV Upfronts When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It's not just about targeting a demographic; it's about captivating your unique audience. Whether it's cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics.  Here are 6 audience segments that you can activate as part of your TV planning strategy: Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences: TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Summer preparation: Anticipate the fun ahead As spring transitions to summer, help your audience gear up for the upcoming season. Target "Summer break travelers" or "Memorial Day Shoppers" with offerings that align with their summer plans. Whether it's fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures. Here are 6 audience segments that you can activate to target consumers getting ready for summer: Mobile Location Models > Visits > Summer Break Travelers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Mosaic - Personas - Lifestyle and Interests > Group B: Flourishing Families > B09 - Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children) Mobile Location Models > Visits > Memorial Day Shoppers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers Did you know? Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*. Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience. Spring into effective advertising with Experian’s syndicated audiences For spring advertising campaigns, understanding your audience is the key to success. By activating Experian's syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers. Connect with our audience team Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation.  You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide below. Download our syndicated audiences guide Check out other seasonal audiences you can activate today. Take me there Footnote *Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants. Latest posts

Retail media network advertising strategies based on benchmarks and trends seen with Walmart, Amazon, and more RMNs.

Political advertising trends shaping campaign strategy Political advertising is entering a high-growth cycle as the 2024 election season ramps up. Political ad spending is expected to surpass $10 billion; with Kamala Harris entering the race, spending priorities have moved, especially in key states like Ohio, where the Senate race alone has already seen $300 million in ad spending. CTV is capturing a growing share of that investment. CTV’s share of political ad spending is projected to increase from 2.7% in 2020 to 12.8% this year. The Harris campaign, leading the charge, allocating $200 million for digital ads, with a significant portion committed to streaming platforms. With more money flowing into more channels, effective audience targeting has become crucial in political marketing. The ability to reach voters based on behavior, geography, and media habits can influence perception, guide engagement, and impact election outcomes. Three political campaign marketing audience categories This article outlines three political audience segments that can help political campaigns and advocacy organizations align messaging with voter priorities, behaviors, and geography.  More than 240 politically relevant Experian Audiences are available across TV, demand-side, and supply-side platforms. These audiences support campaign planning and activation across three core categories: Political affiliations Political personas Relevant ballot initiative audiences Let’s break down each category and which audiences you can use in your political campaign marketing to target voters this upcoming election season. Our political affiliation audiences help your campaigns connect with voters based on likely party alignment or registration status. These audiences are built using voter registration data combined with Experian’s modeling techniques, allowing campaigns to reach voters at scale. These audiences are often used as a foundation, then layered with geography or issue-based attributes to refine reach. Here are four audience segments that you can activate to target voters based on their predicted party affiliation: Democrat Republican Independent/Other Unregistered How to use these audiences A campaign organizer or media strategist can activate Independent/Other to reach persuadable voters who are not strongly tied to a party, particularly in competitive districts. Our political persona audiences' model political affiliation and ideological leaning, helping your campaigns understand where voters are likely to fall across the political spectrum - including committed party members, moderates, and those who lean without formal affiliation. Here are 10 audience segments that you can activate to target voters based on their viewpoints on key political issues: Political Unregistered Liberal Leaning Political Unregistered Conservative Leaning Committed Democrats Moderate Democrats Political Leaning Liberals Liberal Leaning Independents Conservative Leaning Independent Political Leaning Conservatives Moderate Republicans Committed Republicans How to use these audiences A campaign organizer, policy director, or media planner can activate Liberal Leaning Independents to reach voters whose issue positions influence voting behavior more than party labels. Learn more about political personas Issue-based audience layers that complement political personas Political personas identify how voters think. Issue-based audiences help identify what motivates them. Campaigns often layer these audiences with political personas to align issue messaging with voter priorities. Environmental issue alignment using GreenAware audiences To reach voters who believe the environment is a key political issue, you can layer in our GreenAware audiences with our Political Personas audiences: Behavioral Greens Think Greens Potential Greens True Browns Read more about GreenAware audiences Geographic and voting-pattern layers To reach voters based on their regional voting patterns, you can use our new battleground counties and district audiences: Affiliation Switcher Counties   Battleground Counties  House Battleground Districts  Democrat Counties Republican Counties Independent Counties Ballot initiatives often hinge on everyday experiences, family structure, and local priorities. Experian Audiences help your campaigns reflect those realities in your outreach. Local and national ballot initiative support Consumer behaviors are often great predictors of local and national ballot initiatives. These behaviors help campaigns anticipate which issues are most likely to resonate within specific communities and households.  For example:   Military households may engage with veteran-related initiatives Families with children may respond to education funding measures Environmentally engaged voters may support sustainability proposals Experian offers consumer behavior and interest audiences that help campaigns align outreach, message framing, and issue emphasis with the everyday experiences that shape ballot initiative support. Military – Active Presence of Children > Ages: 0-18 How to use these audiences A ballot initiative campaign manager or field organizer can activate audiences such as Military – Active or Presence of Children: Ages: 0–18 to align outreach with voters whose daily experiences connect directly to the ballot initiative. Charitable causes Charitable and advocacy causes often rely on donor participation and sustained financial support. Audience categories supporting charitable cause outreach and fundraising include lifestyle attributes, charitable giving behavior, household composition, and donation patterns. Contributes to Political Charities Discretionary Spend - Donations > $1,000-$1,999 How to use these audiences A fundraising director or advocacy lead can activate Contributes to Political Charities to reach voters with a demonstrated history of political giving. Demographic and financial context Demographic and financial context, such as age, income, education, and household structure, influences how voters interpret ballot language, policy framing, and issue relevance. These factors shape how messages are received across different communities and life stages. Demographic and financial audiences help campaigns apply this context by aligning message tone, framing, and emphasis with voter circumstances. When paired with geo-targeting, these audiences help reduce wasted spend and support delivery of relevant messages within the appropriate geographic boundaries. Financial FLA Friendly > In Market Auto Loan Geo-Indexed > Household Income: $50,000-$74,999 Geo-Indexed > Education: Bachelor Degree Presence of Children > Ages: 10-12 Marital status > Single Ages > 19-24 Moms, Parents, Families > Mothers with infant child(ren) (0-3 yrs old) Financial FLA Friendly1 > Income > $1,000-$24,999 Financial FLA Friendly > In Market New Mortgage How to use these audiences A campaign communications or policy team can activate our demographic and financial audiences such as Geo-Indexed: Household Income: $50,000–$74,999 to adjust tone and framing of ballot language. Media consumption and channel preferences Understanding how voters consume media supports more effective channel planning. Media engagement audiences reflect preferences for streaming TV, email, digital video, and social platforms, helping campaigns match message format to viewing habits. Engagement Channel Preference > Email Engagement Engagement Channel Preference > Streaming TV Social Media > Snapchat Purchase Transactions > Ad Responders > Digital Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors How to use these audiences A media planner or digital strategist can activate Engagement Channel Preference > Streaming TV to match ballot initiative messaging with how voters prefer to consume media. Mosaic® USA Our Mosaic audiences are proprietary persona-based audience solution that combines hundreds of demographic and behavioral data points to classify all U.S. households into groups and types, creating a holistic view of voters and their interests. Mosaic - Singles and Starters > O55 – Family Troopers Mosaic - Cultural Connections > P56 - Mid-scale Medley Mosaic - Singles and Starters > O52 - Urban Ambition How to use these audiences A campaign strategy or insights team can activate Mosaic – Singles and Starters > O55 – Family Troopers to understand voters through a combined demographic and behavioral lens. Read about Mosaic® USA Occupation Occupation provides important context for how voters evaluate ballot measures, policy proposals, and issue messaging. A voter’s work environment, industry, or employment status can influence how measures are perceived, particularly when policies affect jobs, education, agriculture, retirement, or economic conditions. Occupation-based audiences help campaigns align messaging with professional context by tailoring language, examples, and issue framing to industries and work environments that are directly affected by specific measures. Management/Business and Financial Operations Sales Farming/Fish/Forestry At-Home: Retired/Empty Nesters Education How to use these audiences A policy advocate or outreach coordinator can activate Education or Farming/Fish/Forestry to tailor messaging around measures that affect specific industries or work environments. Personal views Understand consumers personal views around family, their social and work life. Psychographic/Attitudes > Work Centered Psychographic/Attitudes > Family Centered Psychographic/Attitudes > Social Isolation How to use these audiences A campaign organizer or messaging strategist can activate Psychographic/Attitudes > Family Centered to reach voters whose personal priorities influence how they interpret ballot measures. What separates Experian's syndicated audiences 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)./li> 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, DV360, 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.  Where can you activate Experian Audiences?  Experian Audiences can be activated on 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), 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. You can activate political audiences across most major platforms, either directly or through Audigent PMPs, including select partner audiences shown below. For campaigns with specialized needs, our team can also support custom audience development and partner data collaboration. Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok or on a platform not listed above? Contact us today. Download our syndicated audiences guide Matching political messages with verified voter audiences Political campaigns face pressure to reduce waste and prevent mismatched targeting, as recent election cycles show millions of dollars spent reaching voters who were not eligible or relevant to specific races.  Experian offers more than 240 politically relevant audiences, built on voter registration data and validated modeling, supporting responsible audience selection and geographic alignment. Our audience team reviews and maintains these segments to support relevance, scale, and compliance. You can activate our political audiences on-the-shelf of most major platforms. Can't find the audience you're looking for or need a custom audience? Connect with our audience team for more information. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. Connect with our audience team 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. This includes more than 240 politically relevant audiences 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.  What are the three political audience categories?   Three political audience segments that can help political campaigns and advocacy organizations align messaging with voter priorities, behaviors, and geography.   More than 240 politically relevant Experian Audiences are available across TV, demand-side, and supply-side platforms. These audiences support campaign planning and activation across three core categories: - Political affiliations - Political personas - Relevant ballot initiative audiences  Which types of organizations use Experian’s political audiences? Political campaigns, advocacy groups, ballot initiative committees, and public affairs organizations use Experian’s political audiences to align their outreach with voter registration data, modeled attributes, and geographic boundaries.  How are Experian’s political affiliation audiences built?  Experian’s political affiliation audiences use voter registration records combined with Experian modeling to scale reach beyond file-based targeting and support activation across media platforms. In addition, Experian offers political persona audiences, which are built using modeled signals that reflect ideological leaning and issue orientation rather than formal party registration. Political personas help campaigns understand voting mindset and policy priorities across the political spectrum, including voters who lean without formal party affiliation.  Where can Experian Audiences be activated? Experian Audiences can be activated on 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), or found directly on over 30 platforms.  How do Experian’s political personas differ from our party affiliation audiences?  Experian’s political personas focus on issue orientation and voting mindset, while Experian’s party affiliation audiences focus on voter registration status. Political persona audiences support messaging tied to policy topics, economic priorities, and social issues, while party affiliation audiences are commonly used to align outreach with registered party status and base mobilization strategies.  Footnote “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws. Latest posts

Dive into the retail media landscape. Explore Amazon's dominance, Walmart's innovations, and the future trends shaping advertising strategies.

Every year, the Experian team attends the Consumer Electronics Show (CES) in Las Vegas, to immerse ourselves in the world's most significant consumer tech showcase and stay at the forefront of the latest technological advancements and innovations that shape the AdTech industry. This year's event was a vibrant melting pot of innovation and vision, from streamers taking a bigger bite of the advertising pie to the emergence of AI-powered solutions and drone delivery services. Amidst these advancements, the dynamic interplay of technology, media, and advertising raised important questions, especially in the context of evolving regulations and cookie deprecation. During CES, we captured insights from various thought leaders, and in the coming months, we'll be sharing these valuable perspectives with you. Watch the video below for full insights coming from our content studio onsite during the event. Or, keep reading for a recap on four key trends from CES and what they mean for your business in 2024! “My first CES was a major success. You could feel the buzz in the air as new ideas and partnerships were being created within and across industries. The intersection of the different players within retail media, connected TV, retail technology, the demand and supply-side, and agencies all in an ever-changing world of regulation and privacy begs for a solution that can maximize a successful outcome for all.”anne passon, sr director, sales, retail & cpg 1.  Audience targeting: How first- and third-party data work together A central theme at CES was the importance of audience targeting, highlighting the crucial role of first-party data. However, it’s clear that to maximize its potential, this data needs to be augmented with sophisticated identity solutions and enriched with third-party insights, all while navigating the complexities of privacy regulations. This integrated approach is vital to understanding audiences and for creating more effective marketing strategies that comply with privacy regulations. 2. Standardizing metrics in retail media networks The challenges around retail media networks, particularly in terms of standardizing metrics like incremental return on ad spend (iROAS), were a hot topic at CES. This complexity around this topic underscores the need for neutral, expert third parties to help bring clarity and consensus, aiding businesses in navigating this multifaceted domain. 3. The challenge of switching data solutions Discussions covered the broader challenges associated with transitioning to new data solutions. For businesses, this involves a critical assessment of the benefits versus the costs and complexities of adopting new platforms or systems. This decision-making process is increasingly significant as data strategies become integral to marketing success. 4. Identity solutions in a cookieless future With the industry moving toward a cookieless future, the spotlight at CES was on the importance of robust identity solutions. Understanding the functionality and necessity of various universal IDs is essential to minimize data loss and maintain effective targeting. Investing in flexible and adaptable identity solutions like the Experian Graph is essential to maintain effective targeting and audience engagement in this new landscape. Announcements and advertising innovations at CES 2024 CES was a stage for significant announcements and innovative marketing initiatives: Criteo and Albertsons announced their collaboration in retail media. Instacart's partnership with Google for enhanced shopping ads and AI shopping carts. NBCUniversal's advancements in streamlining programmatic advertising. Brands like Netflix, LG, Freewheel, and Amazon Ads also captured attention with their creative marketing strategies, ranging from unique collaborations to themed promotions and captivating events. These insights from CES provide a glimpse into the future of technology, media, and advertising. They highlight the need for adaptability, innovation, and informed decision-making in these dynamic industries, especially in the context of privacy regulations. Stay tuned for our series of posts where we'll dive deeper into these topics, sharing exclusive insights from industry thought leaders.  Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Contact us Latest posts

Short-form video content is becoming more prevalent on video-sharing platforms. Keep up with trends and alter your marketing strategy to stay relevant.