All posts by Jill Canetta, Chief Data Officer

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. 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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

The 2026 consumer is reconsidering how they want to engage with businesses. Research from Nielsen anticipates that in 2026, people will spend more intentionally, think more critically, and expect more from the brands they invite into their lives. They want clear value, marketing experiences that make decisions easier, and personalization that respects their privacy and improves the moment they’re in. This change has big implications for marketers. Winning in 2026 will require understanding the motivations, concerns, and trust drivers behind consumer behavior. This means embracing a privacy-first identity foundation, deep audience intelligence, high-quality and ethically sourced data, omnichannel activation, and measurement that closes the loop across channels. Below, we break down consumer shifts shaping 2026 and how you can translate them into practical strategies for 2026. How will consumer behavior change in 2026, and how should marketers respond? Consumers are going into 2026 feeling deeply cautious. According to 2026 consumer outlook data, 32.8% of global shoppers say they’re financially worse off than last year, and 73% of those consumers cite rising cost-of-living pressures as the reason. Ultimately, people are spending, but they’re directing most of their dollars toward core categories like food, health, and household care. That mix of caution and restraint is shaping what they want from brands: clear value, relevant personalization, and simple, low-effort experiences that make choices feel easier and worthwhile. Want more details on how consumer caution shaped the peak buying season in 2025? Explore our 2025 Holiday spending trends and insights report for insights that can set the foundation for your 2026 strategy. Download the report Here are the consumer trends we expect to shape decision-making most in 2026 and how Experian can help you adapt. Economic stability will outweigh values Consumers are prioritizing the realities of their household budgets going into 2026. Global consumer research shows that environmental concerns fell from the #4 global worry to #9 in 2025, while financial pressures and geopolitical issues moved to the top of the list. People still care about brand values, but economic stability is becoming a stronger driver behind how they decide what to buy, where to shop, and which brands they trust. Consumers want brands to be responsible, fair, and transparent, but they also expect brand values to align with their financial reality. InsightData pointConsumers who feel financially worse off than last year32.8%Of those, consumers citing cost-of-living pressures73%Environmental concerns falling in priority (2024 to 2025)#4 to #9 in top global worries Source: Consumer Outlook: Guide to 2026 For your marketing, this means shifting from broad value messaging to audience-specific offers tailored to each group’s financial situation, understanding: Who feels financially stretched Who still has spending flexibility Who is shifting habits subtly (frequency, basket size, channel choice) How marketers should respond to this trend Experian helps brands read financial signals with accuracy. Using generational segments, income bands, lifestyle indicators, and geo-indexed audiences, you can distinguish between: Value-seeking shoppers who prioritize stretch, savings, and reliability Higher-income households motivated by sustainability, wellness, or premium experiences Multigenerational families with diverse influencers and decision drivers Urban vs. suburban households with different price sensitivities and convenience factors Paired with Experian’s privacy-first identity graph, your brand can activate audiences aligned with consumer insights across commerce media networks (CMNs), connected TV (CTV), social platforms, and programmatic channels using curated private marketplaces (PMPs). This ensures your messaging reflects the financial realities of consumers in 2026. Experian’s predictive insight capabilities also help forecast shifts in financial mindset, enabling you to anticipate change instead of reacting to it. As financial caution shapes everyday choices, the next question becomes how to remove friction and deliver value in ways that feel simple, relevant, and worth the spend. Consumers will prioritize value, simplicity, and relevance With everyday expenses still weighing on households, people will likely simplify their shopping habits in 2026. They want brands to make decisions easier, save them time, and offer clear value without extra effort. Instead of wading through endless choices or chasing promotions, shoppers are responding to experiences that feel straightforward and trustworthy, with: Transparent pricing Clear benefits Recommendations aligned to budget and needs Frictionless decision paths For your brand, it’ll be essential to deliver carefully crafted and targeted messages at the right moment, rather than overwhelming consumers with excessive messaging. Experian helps you pinpoint what value looks like for different audiences and tailor relevant experiences. How marketers should respond to this trend To meet consumers’ demand for value and simplicity, you’ll need to understand what “easy” and “worth it” mean to each audience before you activate a campaign. Experian enables this by identifying the moments, motivations, and household realities that shape how people simplify decisions. Using Experian’s lifestyle indicators, category affinities, geo-indexed spend patterns, and financial mindset segments, you can quickly pinpoint: Which audiences want streamlined choices (e.g., fewer SKUs, clearer value cues) Which shoppers expect premium quality without complexity Which households prioritize speed and convenience over price Which consumers prefer digital-first journeys vs. in-store simplicity Then, through Experian’s privacy-first identity graph, you can reliably reach these audiences across CMNs, CTV, social, and digital environments with: Product recommendations that reduce decision fatigue Promotions tuned to value drivers Creative that matches each audience’s expectations for ease Consistent messaging that aligns across all channels Experian’s AI-powered simplicity helps reduce manual effort in this process, enabling your team to uncover opportunities, streamline workflows, and focus more time on strategy and outcomes. And as Experian continues to explore agentic workflows, you’ll be able to move from manual audience setup to intelligent audience discovery — enabling strategies you may not have considered before. Once you’ve simplified the experience, consumers will expect the next layer of relevance: helpful, respectful personalization grounded in the data they choose to share. People want personalization on their terms According to Qualtrics’ 2026 Consumer Experience Trends Report, consumers still want personalization going into 2026, but they expect it to happen on their terms: InsightData pointPrefer personalized experiences64%Say benefits outweigh privacy trade-offs39%Feel uncomfortable with many data-driven personalization tactics32% Source: 2026 Consumer Experience Trends Report First-party data is now the foundation of meaningful, privacy-first engagement. Consumers are far more willing to share information when the value exchange is obvious and when they feel in control of how that data is used. They expect brands to: Use only necessary data Explain how personalization improves the experience Offer easy preference controls Demonstrate transparent, privacy-first data practices As your brand lives up to these expectations, trust grows, and consumers become more willing to share the first-party data you need for impactful, privacy-centric personalization in 2026. Experian helps you meet these needs with Audience Engine, a self-service activation tool that enables you to quickly and accurately view and activate your first-party data and partner segments across 200+ platforms without high operational overhead. And when you need deeper insight, it also connects 3,500+ syndicated audiences and 20+ trusted third-party providers, so you can enrich your first-party data with privacy-safe insights. This includes Experian’s most recent 2025 Syndicated Audiences release, which adds 400+ updated segments — including 62 Auto Loyalists — giving you a more granular, privacy-safe view of shifting values, lifestyle preferences, and intent signals for 2026. These segments break out characteristics by generation, income, gender, and urbanicity, so your brand can analyze where demand is rising and how behaviors differ across audience groups. For example: An automaker can target Auto Loyalists: Acura with model-specific offers A luxury brand can activate Auto Loyalists: Alfa Romeo and adjust messaging by income band, age, urbanicity, or lifestyle Used together, first-party data and enriched syndicated audiences allow you to personalize responsibly, target more effectively, and respond to 2026 consumer expectations while respecting their privacy wishes. How marketers should respond to this trend The future of personalization in 2026 is first-party and zero-party data, supported by a trustworthy identity framework. Experian enables this through: Identity resolution connected to 95% of U.S. households Privacy-first activation across digital, CTV, and CMNs Data modernization that maintains accuracy and compliance Responsible automation that delivers high-performance, human-centered personalization consumers want in 2026 Mosaic® USA, our household-level consumer classification system that provides a privacy-safe view of lifestyles and preferences so you can apply personalization intelligently across channels Audience Engine, which lets you activate and enrich your first-party data for richer, permission-based insights Marketing Attributes, which gives you access to thousands of demographic, behavioral, lifestyle, financial, and interest characteristics As soon as your brand earns permission to personalize, the next expectation is to apply that personalization across channels. Omnichannel behavior and real-time micro-moments will define how people shop Consumers don’t differentiate between channels anymore. They want a seamless, cohesive shopping journey. Consumer buying trends indicate that people are shopping more frequently but purchasing fewer items per trip. This suggests more small, mission-driven decisions, often triggered by digital or mobile discovery. As shoppers move fluidly between mobile, in-store, CTV, and social platforms, they rely on time-saving cues, simple comparisons, and contextual recommendations instead of complex decision-making processes. CMNs now influence choices across the digital shelf, in-store screens, and publisher networks, blurring the lines between media and commerce. Speed also matters; anything longer than next-day delivery reduces the likelihood of a purchase. These behaviors create more micro-moments: quick, intent-driven decisions shaped by life stage, financial mindset, household composition, real-time signals, and micro-behaviors like quick trips, small-basket missions, and mobile search checks. Meeting consumers in these moments requires contextual relevance, not broad targeting. How marketers should respond to this trend Experian helps you act on omnichannel and micro-moment behavior by unifying identity and audiences across: CMNs CTV Social platforms Programmatic partners Retail media publishers In-store digital environments Meanwhile, our audience assets give you the contextual accuracy these moments demand with: Geo-indexed spenders to understand financial posture and neighborhood patterns Generational household segments to reflect digital comfort and shopping rhythms Lifestyle and interest indicators aligned to real-life needs In-market and behavioral signals to reach consumers at the moment intent appears With privacy-first identity resolution anchoring it all, your brand can deliver consistent sequencing, informed personalization, and accurate measurement across channels. This is essential when omnichannel is the expectation and micro-moments decide who wins the sale. As these real-time behaviors shift, generational differences will further shape how consumers navigate channels, interpret value, and decide which brands earn their loyalty. What’s new with Experian Marketing Data? Explore hundreds of new and updated segments now available — auto, income, lifestyle, spend, TV, and more. Syndicated Audiences Marketing Attributes How are generational shifts shaping 2026 consumer behavior? Generational dynamics are also likely to play a significant role in how people discover, evaluate, and buy in 2026. While every age group is prioritizing value, simplicity, and trust, they express these priorities differently. Experian’s Syndicated Audiences updated for November 2025 include 61 new demographic segments — broken out by generation, income band, gender, and urbanicity — to help you reach each group with accuracy. These segments are informed by decades of responsible automation and predictive modeling, giving you a clearer view of how each group behaves, even as signals shift. For example, a retail brand can use the Gen X Dual-Income Households segment to reach value-driven, digitally engaged shoppers, while another brand might activate Millennial Urban Professionals to tailor offers based on lifestyle, income, or urbanicity. Here’s how key generations will shape buying and the Experian segments that can help you act on these customer insights. Gen Z expects transparency, authenticity, and digital ease Values: Transparency, authenticity, responsible data use Digital behavior: Always-on, mobile-first, social and creator-influenced Decision drivers: Trust, clarity, seamless digital experiences Relevant Experian segments: Gen Z Urban Households, Gen Z Renters Millennials seek value alignment, financial flexibility, and reliability Values: Fair pricing, quality, reliability Digital behavior: Efficiency-focused omnichannel shoppers Decision drivers: Time savings, cost relief, trust Relevant Experian segments: Millennial Urban Professionals, Millennial Parents Gen X is increasingly digital, highly value-conscious, and loyal Values: Reliability, clarity, long-term value Digital behavior: Digitally engaged but friction-averse Decision drivers: Practicality, stability, predictable service Relevant Experian segments: Gen X Dual-Income Households As these generational differences shape how people discover, evaluate, and buy, one theme unites every age group: trust now determines whether a brand earns attention, data, and loyalty. With today’s consumers scrutinizing how their information is used, that trust might just be what helps you succeed in 2026. Why is trust the new currency in data-driven marketing? In 2026, trust will differentiate the brands that flourish. Consumers want: Clear data practices Transparent value exchanges Confidence that brands are honoring their preferences And as signals decline, first-party data strategies supported by privacy-first identity resolution and responsible automation have become the reliable, transparent foundation for trust-driven marketing. Experian’s long-standing focus on data accuracy, modernization, and compliance — from quarterly releases and updates to our twice-yearly attribute retirement process — ensures you activate with the most current, ethical, and regulation-aligned data available. These practices strengthen consumer trust and drive more accurate targeting, better match rates, and measurable performance across channels. This focus on accuracy, governance, and transparency also underpins Experian’s approach to ethical AI, ensuring innovations serve people first while giving you confidence in every decision. How can marketers apply 2026 consumer insights today? As trust becomes the deciding factor in whether consumers engage, share data, or stay loyal, marketers need clear ways to operationalize that trust. Fortunately, the insights shaping 2026 translate directly into practical actions your team can take right now. Here’s where you can start: Audit your first-party data strategy and CRM hygiene Invest in scalable, privacy-first identity resolution Tailor messaging to financial attitudes, not just demographics Use Experian’s audience segments to match consumer values, generational traits, and urbanicity Build journey-based activation across mobile, CTV, social, and CMNs Implement measurement and closed-loop analytics so every activation feeds intelligence back into planning Evaluate where predictive insight and responsible automation can reduce manual work and improve outcomes With Experian, you can reach the right people with the right message at the right moment with accuracy they can trust. Teams gain the predictive insight and responsible automation needed to act on these shifts at scale. Looking for more insights into the year ahead? If you’re planning for 2026, consumer behavior is just the starting point. Experian’s 2026 Digital trends and predictions report takes you deeper into the forces reshaping marketing — from AI moving from hype to implementation and the evolution of commerce media beyond retail. Explore Experian’s 2026 Digital trends and predictions report What role does Experian play in helping brands activate data-driven marketing? As you put these 2026 consumer insights into practice, the challenge becomes turning strategy into scaled, privacy-safe execution. Experian’s data, identity, and activation infrastructure can make the difference: Identity as the foundation: Connect first-party data to 95% of U.S. households for a unified, privacy-first view. Privacy-first activation: Engage audiences safely across every channel with compliant targeting. Actionable data depth: Combine demographic, behavioral, contextual, and household-level attributes to enrich insights. Omnichannel reach: Activate at scale across CTV, CMNs, social, programmatic, and in-store environments. Closed-loop measurement: Tie exposure to outcomes across channels, enabling more effective optimization and continuous improvement. These capabilities provide your brand with the clarity, confidence, and control necessary for future success — powered by Experian’s human-centered approach to AI, which combines privacy-first clarity, predictive insight, AI-powered simplicity, real-time intelligence, and transparent innovation to deliver trust, accuracy, and measurable performance in 2026. Build your 2026 strategy with data you can trust Those who win in 2026 will be the ones who turn shifting consumer behavior into actionable intelligence rooted in trusted identity, accurate data, and measurement that proves what works. With economic caution shaping decisions, rising privacy expectations, and omnichannel journeys becoming the norm, brands that invest now in a strong data and identity foundation will be the ones that stay visible, relevant, and resilient. Experian gives you that foundation by unifying identity, high-quality data, activation, and closed-loop measurement through a human-centered approach to AI. With privacy-first clarity, predictive insight, AI-powered simplicity, real-time intelligence, and transparent innovation, Experian helps you understand your audiences deeply, reach them responsibly, and adapt in real time as the market evolves. 2026 is coming fast. Now’s the moment to build a high-performance strategy. Connect with us FAQs What are the biggest consumer trends for 2026? The biggest consumer trends for 2026 revolve around intentional spending, value-conscious choices, low-effort experiences, and personalization that feels transparent and trustworthy. Consumers are cautiously optimistic but still managing tight budgets, prioritizing essentials, and gravitating toward brands that simplify decisions with clear value and relevant experiences that meet them across channels. Personalization remains a differentiator when it’s rooted in responsible data use and clear benefits. How can marketers use 2026 consumer insights to drive next year’s strategies? You can use 2026 consumer insights to identify your highest-opportunity audiences, match your messaging and offers to their financial reality and values, and build journey-based activation across channels instead of working in silos. Experian’s identity graph and audiences help you connect online and offline behavior into a single, actionable view. How does Experian’s identity graph help marketers in 2026? Experian’s identity graph helps marketers in 2026 by providing a privacy-first, unified view of consumers across channels, connecting first-party data to 95% of U.S. households. This allows you to recognize individuals and households accurately, enrich their data with reliable attributes, and activate personalized experiences across digital, CTV, and CMNs with confidence.The result is better targeting, higher match rates, and more consistent, relevant engagement at every touchpoint. All of this is further strengthened by Experian’s human-centered approach to AI, which enhances clarity, accuracy, and real-time relevance. What is "privacy-first" marketing, and why is it important in 2026? Privacy-first marketing uses consumer data responsibly and transparently to improve the customer experience. In 2026, consumers still want personalization but are more selective about how their data is used.With privacy-first marketing, you build trust by explaining why data is collected, giving people control, and personalizing only with consented, high-quality data. Experian supports this through our Responsible Data Practices, which prioritize fairness, accuracy, transparency, security, and inclusion. Latest posts

Identity-led local advertising that works Local advertisers run on tight budgets, short timelines, and constant pressure to prove what works. Every dollar must count. In this Ask the Expert session, Aaron Brown, Chief Scientist at Madhive, joins Ali Mack, VP of AdTech Sales at Experian, to discuss how the Maverick AI platform helps local advertisers make confident decisions, act on clear recommendations, and see outcomes they can stand behind. Why local campaigns demand accuracy, and how to deliver it Local teams juggle multiple channels, changing budgets, and heavy performance expectations. To stay competitive, local teams need quick answers to three critical questions: Which households are most valuable to reach? Which channels work best in their market? Are campaigns on on track, day by day? Delivering that level of accuracy means working from a single, trusted view of households, channels, and performance, powered by clean, connected, and continuously updated data. “When you think about local, these aren’t enormous budgets. These businesses depend on success from day one and are still finding their footing. There’s a wealth of nuanced information we need to hear from advertisers to ensure their campaigns succeed, and a wealth of insights we need to deliver back. It’s a real-time matching problem at scale to make sure everything runs profitably for our customers.”Aaron Brown, Chief Scientist Why Experian data is the foundation of local planning Data is the foundation of effective local advertising, but not all data is created equal. For local advertisers, the real advantage comes from high-quality, actionable data that pinpoints likely customers and reduces wasted spend. Experian Marketing Data provides the identity and insights spine that helps local advertisers: Identify the right households in each market Build consistent, people-based audiences across partners Activate with confidence and measure outcomes on the same foundation Madhive’s data marketplace builds on this identity layer, curating trusted data sets that advertisers can integrate directly into planning and activation. “We’re focused on creating perfect matches between businesses and consumers. The right data is critical, which is why we started the data marketplace. It’s a curated, opinionated take on the best data to drive outcomes for the companies that depend on us.”Aaron Brown, Chief Scientist Madhive's Maverick AI at the core of local advertising Madhive’s Maverick AI is the AI-powered operating system for local media. Built as a foundational layer behind Madhive’s entire workflow, Maverick AI connects the dots across planning, targeting, reporting, and storytelling. Its purpose is simple yet transformative: turn fragmented data and advertiser inputs into actionable insights at scale. What makes Maverick AI different? AI-driven intelligence It doesn’t just automate tasks; it analyzes signals, connects context across markets, and refines strategies as campaigns progress. Data connectivity Maverick AI integrates diverse data sources, including Experian’s trusted identity data, so local advertisers can target households with accuracy and measure outcomes confidently. Interactive transparency Beyond dashboards, Maverick AI works alongside sellers and advertisers, surfacing insights, flagging missing inputs, and turning transparency into clear next steps. Adaptability From structured KPIs to unstructured signals like lists of recent in-store buyers or priority ZIP codes, Maverick AI uses every clue to inform smarter, faster decisions. "Maverick AI exists to connect local advertisers with data like Experian’s. Its ability to collaborate and tell stories back to advertisers is one of its greatest strengths.”Aaron Brown, Chief Scientist How Maverick AI and Experian Marketing Data turn transparency into results Maverick AI turns performance transparency into aligned plans and faster optimizations for local advertisers and agencies. Paired with Experian’s identity data, advertisers get an accurate, household-level view of real people in real locations. That lets them build consistent local audiences, reach those audiences across connected television (CTV), social, and the open web, and confidently tie ad exposure back to outcomes that matter in each market. “Maverick AI is the foundational layer behind all our operations – targeting, reporting, and storytelling. It connects data across organizations and advertisers, including trusted data sources like Experian. AI works tirelessly to pick up context, connect the dots, and deliver great results end-to-end for our customers.”Aaron Brown, Chief Scientist Your next local campaign starts with Madhive and Experian Local advertising performance starts with a trusted identity foundation. With Experian data and Madhive’s Maverick AI platform, local advertisers can define the right households once, activate their campaigns across CTV and digital channels, and measure outcomes with confidence. Many brands are increasing investment in AI-powered planning to cut waste and grow on-target reach. Let’s work together to make your next campaign a success. Let's solve your local advertising challenges today About our experts Aaron Brown Chief Scientist, Madhive Aaron Brown is Chief Scientist at Madhive, where he leads Mad Labs, the company’s advanced innovation division. With a background spanning mathematics, computer science, and law, Aaron specializes in applying complex technical and theoretical breakthroughs to real-world business challenges. Before joining Madhive, he worked at the machine learning startup Intelligent Life. A graduate of Boston University with degrees in Mathematics and Computer Science, he also holds a J.D. from the University of Southern Queensland and lives in New York City. Ali Mack VP of AdTech Sales, Experian Ali Mack leads Experian’s AdTech business, overseeing global revenue across the company’s expansive tech and media portfolio. With over a decade of experience in digital and TV advertising, Ali drives strategic growth by aligning sales, customer success, and solutions teams to deliver impactful outcomes for clients and partners.   She has successfully guided teams through two major acquisitions, integrating sales organizations and product portfolios into unified go-to-market strategies. Under her leadership, Experian has consistently exceeded revenue targets while fostering collaborative, results-driven teams and mentoring emerging leaders. Working closely with finance, product, and marketing, Ali develops strategies that support a diverse ecosystem of publishers, brands, and technology partners, positioning Experian at the forefront of data-driven advertising and identity resolution.  FAQs What makes local advertising so challenging? Local advertisers face tight budgets, short timelines, and high pressure for results. They must reach the right households, tailor messaging, and optimize campaigns across zip codes. Experian’s data solutions and Madhive’s Maverick AI platform help overcome challenges like location targeting and data activation without losing signal. How does Madhive’s Maverick AI platform help advertisers achieve better results? Madhive’s Maverick AI platform centralizes operations, targeting, and reporting while enabling granular local planning at scale. It integrates Experian’s data to target households accurately, optimize campaigns across markets, and deliver measurable results, even for advertisers with limited budgets. How do Experian and Madhive foster collaboration in local advertising? Madhive’s Maverick AI platform provides transparency and clear recommendations, aligning advertisers on goals. Experian’s data solutions further enhance this process by providing a unified view of audience behavior, ensuring campaigns remain cohesive and effective across all channels. Latest posts

Audigent, a part of Experian, Dun & Bradstreet, and Experian are collaborating to help business-to-business (B2B) marketers target more effectively. Now, B2B marketers can reach verified decision-makers, keep the same audience across channels, and activate on connected TV (CTV) and digital via the Experian data marketplace. Together, Dun & Bradstreet’s trusted business data, Audigent’s curation and Deal ID activation, and Experian’s identity resolution drive efficient, measurable results.

Personalization without context misses the moment Marketers have spent years perfecting personalization — but personalization alone often misses the mark. We’ve all seen it. You shop for a weekend getaway, then get served travel ads weeks later when you’re already home. The data was right. The timing wasn’t. Personalization based only on identity and behavior knows who you are but not when or why you’re ready to act. At Experian, we believe AI should make marketing feel more human. That means understanding people in context, recognizing their environment, mindset, and the moment, to create relevance that feels timely, not intrusive. The context gap: Why identity and behavior aren’t enough Identity and behavioral data can reveal the kind of consumer someone is and the kind of products they may want to buy. But they don’t explain what’s happening right now. The missing layer is context: the dynamic, real-time signal that shows why this moment matters. Context bridges the gap between knowing something about a consumer and understanding their intent. In an era of fragmented signals and stricter privacy rules, context is one of the most reliable ways to stay relevant without over-reliance on personal identifiers. It helps marketers adapt to shifting needs while keeping privacy intact. How Experian interprets context in real-time By context, we mean all the subtle, in-the-moment signals, like time of day, location, or what someone’s watching, that shape what people care about in real-time. At Experian, our technology interprets these in real-time: Temporal signals Time-based patterns such as daypart (morning vs. evening), recency (how fresh a signal is), seasonality (holidays, life events), and micro-moments (split-second intent-driven actions). Environmental signals The media or content environment; what type of program, article, or channel someone is engaging with when they see your ad. Situational intent Signals like browsing behavior or purchase patterns that hint at a person’s stage in the buying journey, from early research to final decision. By layering these signals over verified identity and behavioral data, Experian’s AI-powered technology helps marketers predict not just who will act, but when they’re ready to act. Experian’s approach: Turning context into relevance Consumer behavior changes by the minute, and marketers need to adapt just as quickly. Our technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring your campaigns deliver meaningful relevance, not just broader reach. Our process combines: Input Clean, accurate identity and audience data anchored in our privacy-first framework. Enrichment Our models fuse household, device, and publisher context to reveal moment-based intent. Activation We're investing in agentic workflows that help marketers plan and execute performance campaigns at scale, activated via our real-time technology that dynamically adjusts deals and surfaces contextually aligned opportunities. Governance Every signal and recommendation follows Experian’s principles of transparency, consent, and ethical oversight. We call this AI-powered simplicity tools that help marketers work more efficiently, with intelligence that feels intuitive and human-centered. How context changes the game for marketers AI without real-time context can only react based on what it already knows. AI-powered by in-the-moment contextual data points enables marketers to anticipate, not just react. A travel brand can shift creative from “dreaming” to “booking” mode when AI detects signals of active planning. A retailer can align promotions with trending content or regional weather shifts in real time. A CPG brand can trigger different product messages based on the context of recipes or household occasions. Adjustments based on contextual signals compound into meaningful gains — higher engagement, better efficiency, and a consumer experience that feels natural rather than intrusive. Context makes AI more human Context introduces empathy into automation. It’s what keeps AI from overstepping, ensuring the message fits the moment. When marketers respect timing, environment, and intent, ads feel like service, not surveillance. Context transforms relevance into respect. At Experian, our vision is to make every signal serve people, not profiles. Because the more our technology (including our AI tools and capabilities) understands context, the more human marketing becomes. At Experian, responsible intelligence is built in Every contextual model we deploy adheres to our standards for transparent and responsible innovation. We validate inputs, monitor model drift, and ensure no context-based variable introduces bias or privacy risk. This is what responsible automation looks like in practice: intelligent, explainable, and ethical. From who to when: Context is the future of AI-driven marketing Identity tells us who someone is. Context tells us when it matters. The next wave of AI-driven marketing will unite privacy-first identity with contextual intelligence to deliver real-time relevance, responsibly. At Experian, we’re building that future now. Our AI-driven capabilities bring identity, insight, and generative intelligence together so brands, agencies, and platforms can reach the right people, at the right moment, with relevance and respect. Get started now About the author Matthew Griffiths SVP of Technology, Audigent, a part of Experian Matthew Griffiths is a seasoned technology entrepreneur and a driving force in advertising technology, data technology, and AI. As the Co-Founder and former CTO (now SVP of Technology) at Audigent, a part of Experian, he plays a pivotal role in shaping the company’s cutting-edge solutions for data activation, curation, and identity management. With years of executive experience across the U.S., Africa, and the U.K., Matthew has a proven track record of leadership in steering the adoption and use of cutting-edge technologies to drive business outcomes. His expertise spans from collaborating with top global corporations and governments to spearheading award-winning technology projects that deliver life-changing impacts in some of the world's most underserved communities. Matthew’s dynamic approach to solving complex business and technology challenges makes him a visionary leader in the AdTech space, consistently driving innovation and performance through technology. FAQs How does context make AI-driven marketing more effective? Context makes AI-driven marketing more effective because it helps marketers understand people in context, recognizing their environment, mindset, and the moment, to create relevance that feels timely, not intrusive. Context helps marketers understand not just who a person is, but when and why they’re ready to act. Experian’s AI-powered technology layers contextual signals over verified identity data to deliver relevance that feels intuitive, not invasive. This approach connects recognition with understanding, making every campaign more effective and more human. What is the context gap in AI-driven marketing? Identity and behavioral data can reveal the kind of consumer someone is and the kind of products they may want to buy. But they don’t explain what’s happening right now. That’s the context gap—the missing link between knowing something about a consumer and understanding their intent.  Context closes this gap by analyzing environmental, temporal, and situational signals that reveal intent—without using invasive identifiers. Does Experian interpret contextual signals in real-time? Yes, at Experian, our technology interprets contextual signals, including temporal, environmental, and situational, in real-time. By layering these signals over Experian’s verified identity and behavioral data graph, marketers can predict when consumers are most receptive, turning data into real-time opportunity. What does responsible intelligence look like in practice? At Experian, every contextual model we deploy adheres to our standards for transparent and responsible innovation. We validate inputs, monitor model drift, and ensure no context-based variable introduces bias or privacy risk. What does Experian’s foundation in responsible automation look like? - Privacy-first clarity: We unify household, individual, device, demographic, behavioral, publisher first-party signals, and contextual data points to build a reliable view of consumers, even when certain signals are missing. This clarity helps marketers personalize, target, activate, and measure with confidence.- Predictive insight: Our models go beyond describing the past. They forecast behaviors, fill gaps with inferred attributes, create lookalikes, and recommend next-best audiences so clients can anticipate opportunity.- AI-powered simplicity: We’re investing in generative AI and exploring emerging agentic workflows to reimagine how marketers work. Our vision is to move beyond basic audience recommendations toward intelligent audience discovery and automated setup, helping teams uncover opportunities they may not have considered, while spending less time on manual work and more time on strategy and outcomes.- Real-time intelligence: Consumer journeys never stand still. Our AI-powered technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring campaigns deliver meaningful relevance, not just broader reach.- Transparent and responsible innovation: We drive safe, modular experimentation, from generative applications to agentic workflows, always balancing bold ideas with ethical guardrails. We stay at the forefront of evolving legislation and regulation, ensuring our innovations protect consumers, brands, and the broader ecosystem while moving the industry forward responsibly. Latest posts

In the past, first-party onboarding focused on activating a brand’s own customer data, while third-party onboarding allowed advertisers to tap into external audiences. But the rise of commerce media networks (CMNs) — which now influence over 14% of all digital ad spend — has blurred those once-clear lines. CMNs, retail media ecosystems, and brand partnerships are reshaping how data is shared, accessed, and activated. Today, the question isn’t just who owns the data but why it’s being used. Whether to strengthen customer relationships or create new revenue opportunities, intent now shapes how data must be governed, shared, and measured. ​​For brands with strong first-party data, this shift creates opportunities to deliver more personalized, privacy-safe campaigns to their own audiences and to extend that data’s value by enabling partners to reach new segments. In this connected ecosystem, data onboarding enables brands to activate, scale, and monetize their data responsibly, turning first-party insights into privacy-led growth opportunities. Trusted onboarding partners like Experian can help marketers activate first-party audiences with accuracy while scaling and connecting those audiences across the ecosystem for compliant, revenue-generating collaboration. What is data onboarding? Data onboarding moves offline consumer data — like CRM records, loyalty details, or transaction histories — into digital environments for activation and measurement. It connects real-world insight with digital engagement across display, social, search, connected TV (CTV), and commerce media. Data onboarding is now a strategic pillar for marketers managing signal loss, disconnected data, and rising privacy expectations. The approach you take and who owns the data determine what kind of onboarding it is: First-party onboarding: A brand activates its own customer data across digital platforms. Third-party onboarding: A brand enables others to use its data, often monetizing it — common in CMNs or commerce media ecosystems. Experian helps marketers succeed in both models. With AI-driven identity resolution, persistent identifiers, and privacy-first infrastructure, we make onboarding accurate, compliant, and scalable, regardless of who owns the data. Why do marketers need data onboarding? Even the most data-rich brands often have a limited view and reach when it comes to their audiences. They’re confined to the data they collect directly and to the owned channels they use to engage those people. Customer files may reveal who’s already in the ecosystem, but not always where those people spend time, how they behave across channels, or why they make certain decisions. Onboarding bridges that gap. It transforms offline data into digital activation power, allowing marketers to connect insight with action. Experian makes this possible at scale with trusted identity resolution, data ranked #1 in accuracy by Truthset, audience modeling expertise, and seamless data integration across platforms, helping marketers activate confidently and compliantly. With Experian’s onboarding solutions, marketers can achieve: Unified customer identity across devices, channels, and touchpoints. Cross-channel personalization with consistent, relevant messaging wherever customers engage. Scaled, privacy-compliant reach beyond owned channels without sacrificing control or consent. Better insights and audience creation by blending first-party and Experian Marketing Data for a deeper understanding. Cross-channel activation with deep integrations into the advertising ecosystem. Core steps in the onboarding process While onboarding can vary across use cases, the core process remains consistent. Experian’s AI-enhanced identity infrastructure streamlines every stage of data migration and activation, making each step safer and faster: Data ingestion: Transfer the data into the onboarding environment using privacy-safe encryption and consented parameters to protect sensitive information responsibly from the start. Transformation: Cleanse, standardize, and format records to align with digital identifiers. This eliminates inconsistencies and makes every record easier to recognize and activate later. Identity resolution: Link offline identifiers (names, emails, addresses) to hashed digital equivalents like mobile advertising IDs (MAIDs), CTV IDs, and universal IDs via Experian’s Offline and Digital Graphs. Identity resolution connects customers to their digital presence without exposing personal information. Identity matching: Match hashed emails, MAIDs, and device-graph identifiers to activation partners for each audience across demand-side platforms (DSPs), social, and CTV platforms. This expands your audience reach while maintaining accuracy and privacy. Activation: Deliver privacy-safe audiences to DSPs, social, search, or CMN shelves from third-party data providers (not the CMN’s own data) — or directly to an advertiser’s seat for immediate activation. You’ll turn insights into action and be able to reach the right people with relevant, compliant messaging. Behind this flow is Experian’s identity graph, which links 250 million U.S. individuals, 900 million hashed emails, and 4.2 billion digital identifiers refreshed weekly. It’s the foundation that keeps onboarding accurate as the signal landscape shifts. First-party vs. third-party onboarding Every digital marketing data point has a story, but whose story it tells depends on who’s using it. That distinction defines the difference between first-party and third-party onboarding. Both are essential to modern marketing, but they carry different expectations for control, consent, and accountability. First-party onboarding: Activate your own data safely and strategically First-party onboarding starts with the data a brand earns directly from its own customers through trusted relationships. This data belongs to the brand, as customers have given consent, and the brand has the responsibility (and opportunity) to use it well. That data might include: CRM records Loyalty-program data Purchase or transaction histories Website or app interactions Email subscribers or reward members How first-party onboarding works in practice The onboarding process connects this offline data to digital identity so marketers can reach their existing customers across channels. For example, a credit card company might take its CRM file of cardholders, hash the email addresses, and upload that file to a DSP via Experian’s Audience Engine. Experian’s identity graph resolves those emails to privacy-safe digital identifiers like MAIDs, CTV IDs, or universal IDs. The result is a ready-to-activate audience that can be reached on CTV, social, and display without exposing raw personally identifiable information (PII). Why control matters in first-party onboarding The advantage of first-party onboarding is control; the brand decides what to share and how to use it. It’s a powerful way to: Personalize messages for known customers Re-engage lapsed buyers or loyalty members Suppress existing customers from prospecting campaigns Measure performance with closed-loop attribution Doing first-party onboarding responsibly That control comes with responsibility. Even consented customer data that has been consented to can pose risks if handled carelessly or shared with unverified partners. Experian’s First-Party Onboarding sits on a privacy-first identity foundation, governed by decades of compliance leadership under laws like the Gramm-Leach-Bliley Act (GLBA) and Fair Credit Reporting Act (FCRA). We connect data and identity responsibly, so marketers can activate with confidence while protecting consumers. Why first-party onboarding matters First-party onboarding is the cornerstone of responsible marketing. It allows brands to deepen relationships they already have, using data that customers have freely shared. And with Experian’s secure First-Party Onboarding, that data stays encrypted, compliant, and under the brand’s control from start to finish. Third-party onboarding: Share and monetize data responsibly Third-party onboarding begins when a brand allows someone else to use its data. It’s how data providers, publishers, and especially CMNs monetize their audiences — turning first-party customer insights into addressable, privacy-safe segments that advertisers can buy and activate across digital channels. How third-party onboarding works in practice Think of it as data collaboration at scale. Let’s say a retailer collects first-party shopper data like product purchases, loyalty card usage, and store visits. Then, they partner with Experian to make that audience available to outside advertisers, such as a consumer packaged goods (CPG) brand. Through Experian Third-Party Onboarding, those audiences are resolved, privacy-protected, and distributed to integrated destinations such as The Trade Desk, Magnite, or NBCUniversal for activation. To the retailer, it’s their first-party data. To the CPG, it’s third-party data they can use for targeted campaigns. To Experian, it’s an opportunity to ensure the entire exchange is accurate and compliant. Why scale matters in third-party onboarding The benefit of third-party onboarding is scale. It enables data owners to monetize their insights, while giving advertisers access to richer audiences they couldn’t build on their own. It’s the engine behind CMNs, commerce media, and the growing data-sharing economy. With a partner like Experian, that scale becomes even more powerful. Our advanced modeling and identity solutions help brands expand their audiences responsibly using lookalike and predictive modeling to identify high-value segments, increase reach, and maximize performance across every activation channel. The responsibilities of data sharing in third-party onboarding As data ecosystems grow, so does the opportunity to collaborate responsibly. Once data leaves its original owner’s ecosystem: Consent obligations become more complex. Control over downstream usage can blur. Regulatory oversight increases, especially around transparency and consumer rights. With the right governance in place, these responsibilities can help strengthen partnerships, protect consumers, and create a foundation for sustainable growth. Experian’s ethical enablement role in third-party onboarding Experian’s enablement role is both technical and ethical. Our deep expertise enables us to partner with brands and support their monetization efforts, helping them derive new value from their data while maintaining the highest standards of privacy and compliance. Meanwhile, our infrastructure ensures third-party data onboarding happens securely and transparently: Identity resolution expands reach without overexposing identifiers. Data verification and governance ensure partners meet strict privacy standards. Revenue-share structures maintain fairness without hidden costs. Cross-channel integrations enable you to onboard your data once and activate it everywhere (programmatic, CTV, or social) through Experian’s 30+ direct and 200+ indirect destination partnerships. Why third-party onboarding matters Third-party onboarding is the foundation of modern data collaboration. When done through Experian, it becomes a trusted extension of your brand’s identity governed by the same privacy, consent, and accuracy standards that strengthen your first-party ecosystem. We help brands uncover new opportunities for growth, partnership, and responsible innovation. When first-party onboarding turns into third-party onboarding When data ownership shifts, privacy expectations change, and the rules of onboarding start to look a little different. This stage can feel complex, but with the right approach, the crossover becomes clear. It’s a natural evolution that helps brands connect data more effectively and collaborate confidently. Here’s what that can look like in practice. A retailer uses its own first-party data to engage loyal shoppers through its website, app, or email program. The data is secure, consented, and fully under the retailer’s control. Then comes collaboration. The retailer decides to partner with a brand, like a CPG company, to reach those same shoppers across connected TV or the open web. In that moment, the retailer’s first-party data becomes the CPG’s third-party data. Ownership doesn’t really change, but accountability does, along with new privacy and compliance considerations. This “crossover moment,” when first-party onboarding turns into third-party activation, is a small shift with big potential that can lead to new reach, deepen collaboration, and strengthen customer connections across the marketing ecosystem when managed responsibly. Why clarity matters in the crossover between first- and third-party onboarding When data starts flowing beyond owned channels, questions naturally come up. Marketers want to know things like: Who “owns” the audience once it’s shared with a partner or DSP? Whose privacy notice applies — the retailer’s, the brand’s, or both? How do we keep match accuracy without overexposing PII? Who’s responsible for opt-outs and suppression compliance downstream? These are the right questions to be asking, and they’re signs of a mature, data-driven strategy. Asking them is what helps brands strengthen governance, build trust, and get more value from collaboration. With the right framework in place, what could feel complicated becomes clear, opening the door to more confident growth across CMNs and other shared-data environments. How Experian brings clarity and control to the first- and third-party onboarding crossover As a neutral, privacy-first partner, we provide the infrastructure that keeps data secure, compliant, and meaningful wherever it flows. Our onboarding solutions help both sides of the partnership — retailers and advertisers — maintain trust through: Clear ownership and consent management: Experian enforces data-handling rules that preserve each party’s control. Every record is matched and activated in accordance with strict consent parameters and Global Data Principles that exceed industry standards. Accurate, privacy-safe identity resolution: Our Offline and Digital Graphs connect people to their devices, households, and behaviors using hashed identifiers, ensuring match precision while protecting individuals. AI-powered contextual intelligence: Experian’s AI models analyze real-world behavior and contextual signals to enhance match quality and extend reach without reliance on cookies. For CMNs, that means better off-site activation, targeting the right shoppers in the right environments while maintaining compliance. Trusted integrations and transparent reporting: With direct integrations into 30+ programmatic and TV destinations, Experian delivers consistent match rates and unified measurement through solutions like Activity Feed and Experian Outcomes. This is how Experian transforms complex data challenges into seamless, scalable collaborations that give marketers the confidence to expand responsibly into commerce media and commerce ecosystems. The new standard of responsible AI and commerce media Commerce media represents the future of audience activation, but only if the transition is managed responsibly. As the lines blur between data ownership and activation rights, Experian’s AI-driven, privacy-first identity framework acts as the connective tissue between retailers, brands, and platforms. We help CMNs: Enrich shopper data with Experian Marketing Attributes for deeper insights. Extend addressability off-site using privacy-safe identity resolution. Optimize activation through real-time, contextually aware audience expansion. Measure results transparently through privacy-compliant feedback loops. In short, we ensure that when your first-party onboarding becomes third-party activation, trust and performance stay intact. Why choose Experian's onboarding solutions? Many view onboarding as a data transfer, but we treat it as a trust process where accuracy, privacy, and performance align. Here’s why marketers choose us: 1. Unmatched data and identity foundation When brands struggle with incomplete or siloed customer data, Experian’s unified foundation connects fragmented records into a single, accurate identity. Our Offline and Digital Graphs link households, individuals, and devices with persistent accuracy. Updated weekly and built on decades of historical data, our graphs maintain 97% household coverage across the U.S., even through signal loss. 2. Privacy-first and compliance-led Given tightening regulations and growing consumer expectations, privacy compliance is essential. With decades as a regulated data steward, we apply the same rigorous controls from our financial operations to marketing data. Every data partner is verified for transparency and compliance with consent requirements, and all consumer data is governed by Experian’s Global Data Principles, which exceed industry standards. We help brands meet their privacy and consent obligations confidently while maintaining the data integrity that drives results. 3. Real-time, contextual activation Experian’s industry-leading Offline and Digital Graphs are widely adopted across the advertising ecosystem, powering identity resolution and audience activation for the world’s top marketers. Our integrations span 30+ direct and 200+ indirect activation platforms, including leading DSPs, CTV networks, and commerce environments. With real-time, AI-driven contextual intelligence, Experian enables privacy-safe targeting even in signal-limited environments through solutions like Contextually-Indexed Audiences that deliver reach without reliance on cookies or personal identifiers. 4. Platform flexibility Modern marketing requires interoperability. Experian’s onboarding framework is technically integrated across multiple platforms, offering brands and data providers the freedom to activate where they choose. Whether through self-service onboarding in Audience Engine for first-party data or managed onboarding for third-party monetization, Experian scales with your organization, providing transparent pricing, seamless delivery, and dedicated support teams to ensure every connection performs. 5. Human-centered innovation Marketing should strengthen relationships and build trust. Our AI-driven identity systems are designed to protect privacy, respect individuals, and create real human value — helping brands connect with people meaningfully. They aren’t built to collect more data but to make better use of the data you already have by connecting insights responsibly and ethically.  Every innovation at Experian is guided by the principle of balancing personalization with compliance. Top use cases for Experian’s onboarding solutions Our onboarding solutions are transforming how brands operate across industries every day. Whether you’re deepening loyalty, expanding reach, or proving performance, Experian helps connect data responsibly to drive measurable results. Here’s where we make the biggest impact: Automotive: Connect purchase intent data with digital identifiers for more efficient targeting. Commerce media: Use both first- and third-party onboarding — first-party for on-site activation and owned marketing, third-party for off-site activation and monetization — all while maintaining compliance and accurate attribution. CPG: Activate shopper data through retailer partnerships to drive off-site reach and stronger brand collaboration. Data providers: Monetize audience segments across Experian’s programmatic and TV integrations. Financial services: Deliver compliant, personalized cross-channel offers with unified identity. Healthcare: Use National Provider Identifier (NPI) onboarding to reach healthcare professionals compliantly. Retail: Power loyalty personalization, partner monetization, and CMN audience activation. Across each use case, Experian’s privacy-first identity foundation turns data onboarding into a trusted driver of growth and stronger customer relationships. Navigate the new data economy with Experian Data onboarding has come a long way, mirroring the changes in marketing itself. We’ve moved from relying on third-party cookies to empowering first-party data, and now to building collaborative ecosystems like CMNs. At Experian, we’re right in the middle of that evolution. With decades of data expertise, privacy leadership, and AI-driven activation, we help marketers connect more responsibly, measure what matters, and grow with confidence. Want to see what that looks like for your brand? Let’s build safer connections together. Start connecting responsibly Data onboarding FAQs What is Experian First-Party Onboarding and Third-Party Onboarding? Experian First-Party Onboarding helps brands take the customer data they already own, like CRM lists or loyalty files, and use it safely across digital channels for targeting, personalization, and measurement. Experian Third-Party Onboarding helps retailers, publishers, and data providers share or monetize their audiences responsibly with partners through secure, privacy-first activation.Both are powered by Experian’s trusted identity foundation that keeps every connection accurate, compliant, and privacy-safe. What’s the difference between first-party and third-party data onboarding? The difference between first- and third-party onboarding is who’s using the data. First-party means a brand is activating its own customer information, while third-party means that data is being shared or used by another advertiser or partner. When does first-party onboarding become third-party onboarding? First-party onboarding becomes third-party onboarding most often in CMNs or commerce media. When a retailer monetizes its first-party shopper data for use by CPGs or advertisers, the use case shifts to third-party onboarding. Why do marketers need both first- and third-party onboarding? First-party onboarding helps brands reach and understand their existing customers, while third-party onboarding helps expand reach, enable partnerships, and monetize data responsibly. Latest posts

If you buy media today, you’re already feeling the shift: the best results don’t always come from broad, open auctions or static “safe site” lists; they’re coming from deals that combine the right data with the right inventory and let algorithms optimize in real time. That’s curation. And when it’s done right, it reduces data and media waste for buyers and raises eCPMs (effective cost per thousand impressions) and win rates for publishers.  As part of our Cannes Content Studio series, leaders from Butler/Till, Index Exchange, OpenX, PubMatic, and Yieldmo discuss how curation cuts waste and lifts results. What is real curation? Real curation isn’t “packaging inventory.” It’s a strategic framework built on three pillars:  1. Unique data Privacy-compliant and accurate. 2. Strong supply connections Access to quality inventory from publishers at scale. 3. Optimization tools To measure, refine, and improve performance throughout the campaign lifecycle. Why it matters: Manual approaches hit a ceiling. They can’t react quickly to shifting content, identity signals, or auction dynamics. That’s where technology partners come in, keeping the optimization loop running continuously. Intelligence at every touchpoint Curation isn’t about shifting control between platforms. It’s about better brand decisions, connecting opportunity-rich supply to the brand’s preferred buying platform and enriching each buy with audience data. In practice, supply-side platforms (SSPs) are ingesting richer signals to route inventory more effectively and support frequency caps and deal prioritization, in collaboration with demand-side platforms (DSPs). "I think we’re seeing a shift toward bringing more DSP capabilities into the SSP, like supply-side targeting and data driven curation. Advancements in areas like CTV are enabling targeting based on content signals, and SSPs are pulling in more data to inform which supply is sent to the DSP, helping with things like frequency caps."Matt Sattel Why page-level targeting beats static lists Static domain lists were a useful first step for quality control. The intent was sound, but the approach was too cumbersome for today’s signal-rich buying. Today, AI and contextual engines read the page, not just the site, and adapt in real time. Page-level logic delivers three key benefits:  Accuracy by targeting high-intent, page-level content.  Relevance by matching the creative to both the content and the audience context. Speed by enabling campaigns to move away from underperforming pages in real time, without waiting for a manual trafficking change.  "AI-driven contextual engines evaluate the page, not just the domain, to curate inventory in real time. That moves curation from static allowlists to adaptive logic for greater accuracy, relevance, and speed."Sophia Su Partnerships broaden who influences the buy Curation works when publishers, agencies, data partners, and platforms share signals and KPIs.  Horizontal curation (across multiple SSPs) assembles broader, higher-quality reach and resilience, ideal for scale and diversity of supply.  Vertical curation (an SSP’s in-house product) provides deep controls within a single exchange, useful for specific inventory strategies.  Creative and data now shape supply and demand: better creative decisioning, tested against richer signals, improves outcomes.  DSPs remain central for activation and pacing. But the sell-side’s growing intelligence means more accurate inventory routing and signal application before a bid ever fires.  "Curation will continue to evolve through deeper data partnerships and expanded use across publishers and agencies, with more sophisticated types of optimization. DSPs will remain critical to activation, even as sell-side decisioning plays a larger role in identifying and shaping the supply to select."Mike McNeeley Curation delivers access and measurable performance Here’s what curated deals are delivering. For buyers ResultType of result36-81%savings on data segments10-70%lower cost per click (CPCs)1.5-3xhigher click-through rates (CTRs)10-30%higher video completion rates For publishers ResultType of result20%bid density118%win rate10%revenue on discovered inventory25%eCRM on incremental impressions Why it works: When data, supply, and optimization are integrated, you reduce waste, surface better impressions, and let algorithms compound your advantage. That’s why curated private marketplaces (PMPs) have grown at ~19% compound annual growth rate (CAGR) since 2019.  "Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. Smarter packaging and signal application tighten auctions and strengthen outcomes."Howard Luks Holistic curation streamlines planning and outcomes Curation adds the data layer earlier in the buying process, starting at the supply-side. This creates more opportunities to reach the right audience and improves scale and performance. By replacing multiple line items with a single curated deal, campaign setup becomes faster and less error-prone. Curated deals also simplify measurement by including the necessary context for accurate attribution, while dynamic adjustments ensure campaigns remain optimized without requiring manual updates. "Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. Smarter packaging and signal application tighten auctions and strengthen outcomes."Gina Whelehan It’s much more streamlined, bringing more pieces together so we’re thoughtful and holistic. Adding the audience and data element creates more scale and strategy in how we curate supply and data, and ultimately better results for clients. The bottom line Curation has matured from buzzword to performance system. DSPs still anchor activation and pacing, but better sell-side pipes now pre-route inventory and apply signals before any bid starts, making the whole system faster and more accurate. When you combine unique signals, tight supply connections, and always-on optimization, you gain addressability, reduce waste, and achieve better business outcomes for both buyers and sellers.  Curation isn’t just a trend; it’s where programmatic advertising is headed. Start testing curated PMPs today to see the difference for yourself. Explore curated PMPs with Audigent Curation FAQs What is curation in performance marketing? Curation in performance marketing is the process of combining data, inventory, and optimization to deliver better results. Audigent supports curated strategies through privacy-safe data and advanced integrations. How does curation benefit marketers? Curation reduces wasted spend by targeting high-quality impressions and optimizing campaigns in real time. Audigent’s solutions help marketers achieve higher click-through rates, lower costs, and better engagement across channels. What are curated PMPs, and why are they important? Curated PMPs are deals that use curated data and inventory to deliver measurable results. They help buyers save on data costs, improve ad performance, and achieve better video completion rates, while publishers see higher win rates and revenue. How does Audigent support curated strategies? Audigent provides unique data assets, privacy-safe integrations, and optimization tools that help marketers and publishers create curated deals. Our solutions ensure campaigns are more efficient, targeted, and effective from start to finish. What’s the difference between horizontal and vertical curation? Horizontal curation combines inventory across multiple platforms for broader reach and diversity, while vertical curation focuses on deep control within a single platform. Both approaches can be tailored to specific campaign goals with Audigent's expertise. Latest posts