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

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

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

We spend our days surrounded by screens: at work, at home, and everywhere in between. But audio is the one channel that moves with us, from morning routines to evening commutes, from workouts to household chores. More than two-thirds of U.S. consumers will listen to digital audio every month this year, making it one of the fastest-growing ways to connect with audiences. Experian and Audacy are working together to solve the challenges of fragmented listening, cross-platform targeting, and campaign measurement, helping brands reach people in the moments other channels can’t. Why audio sticks with us Audio fits into life’s in-between moments, from the commute to the workout to the chores, when other media can’t. Unlike video, it doesn’t demand full attention; it joins the flow of daily routines. This makes audio uniquely personal, creating connections that other formats can’t replicate. Audacy’s expertise in understanding listener behavior ensures that audio campaigns feel like a natural part of daily life. Experian's data helps advertisers identify the right audiences, while Audacy ensures the message is delivered at the right time. Together, we help brands create campaigns that resonate deeply with listeners. By meeting audiences in their moments of focus, audio becomes a powerful tool for building meaningful and lasting connections. "Audio is a companion in people’s daily rituals. Whether it’s doing dishes, folding laundry, or going for a run, you have audio going in your ears, and you’re really engaged with it. From an advertising perspective, that’s incredibly powerful because listeners are paying attention to the content.”Kevin Greenwald, SVP of Advertising and Audience Products Making sense of scattered listening habits Today’s listeners consume audio across a variety of devices and platforms. Devices like smart speakers and smart home hubs now account for over 27% of digital audio time spent daily among U.S. adults, highlighting the growing role of connected devices in audio consumption. When listeners bounce between apps, stations, and devices, it’s easy for advertisers to lose track of them. Audacy’s advanced platform capabilities, combined with Experian’s identity solutions, simplify this process by providing a unified view of audience behavior, ensuring campaigns remain cohesive.  Audio is highly adaptable, letting advertisers tweak a message on the fly by shifting tone, length, or format to stay relevant in the moment. This flexibility ensures that campaigns remain cohesive and impactful, no matter where or how listeners engage. “Audio has a degree of flexibility that other channels don’t. You’re not tied to a programming clock, and ad lengths can vary. It’s also easy to create a great audio ad quickly, which makes it a channel ripe for experimentation and innovation.”Kevin Greenwald, SVP of Advertising and Audience Products Following listeners wherever they go Today’s listeners don’t stay in one place: they bounce from live radio in the morning to streaming music during the day, then wind down with a favorite podcast at night. For advertisers, that creates a challenge: how do you keep up with an audience that’s always moving? Without a unified view of the listener journey, campaigns can lose impact. With the right insights, though, every handoff becomes an opportunity to stay relevant and connected. Audacy’s platform, combined with Experian’s identity solutions, bridges these gaps. Together, we help you follow your audience wherever they go, creating consistent experiences that drive results. This approach improves targeting and ensures that messages remain impactful. "I hope that there’s a day coming where we can understand ad exposure in the car as well as more cars are connected and things like that. That would be really powerful."Kevin Greenwald, SVP of Advertising and Audience Products Your audience is listening, let's make sure they hear you Audio helps you connect with your audience in moments other channels miss. With Experian’s marketing data and Audacy’s expertise, you can simplify cross-platform targeting, improve campaign measurement, and create messages that truly resonate. Let’s work together to make your message heard. Let's talk audio strategy. Contact us today About our experts Kevin Greenwald, SVP of Advertising and Audience Products, Audacy Kevin Greenwald is the SVP of Advertising & Audience Products, where he partners closely with Audacy's sales team to deliver leading ad product and measurement capabilities for their clients. Crystal Jacques, VP of Enterprise Partnerships, Experian Crystal Jacques is the VP of Enterprise Partnerships, leading Experian's go-to-market team across all verticals. With over ten years of experience in the Identity space, Crystal brings a wealth of expertise to her role. She joined Experian in 2020 through the Tapad acquisition, following her successful stint as the head of Global Channel Partnerships for Adbrain, which The Trade Desk later acquired. Latest posts

Reach de-identified patient and provider segments at scale across every channel.  Pharmaceutical brands and media platforms, including connected TV (CTV), can activate HIPAA-compliant audiences built on real-world clinical and claims data through a new collaboration between PurpleLab and Experian. Targeting de-identified audiences is essential for engaging the right patients at pivotal moments in their health journey, maximizing ROI while safeguarding privacy and improving outcomes. Overall, prescription drugmakers spent $2.97 billion on national TV advertising in the first half of 2025, a 12.2% year-over-year increase, underscoring the growing demand for scalable, privacy-compliant healthcare advertising in premium media environments.  Now, whether you're a pharma advertiser launching a new therapy or a platform curating health-focused inventory, PurpleLab’s integration refreshes the media planning ecosystem, offering marketers easier access to the audiences needed to drive impact. Activate with accuracy and scale PurpleLab’s de-identified healthcare segments, categorized by condition, treatment, specialty, and prescription behavior, are now accessible through Experian's data marketplace, streamlining media planning. This integration enables PurpleLab’s privacy-safe audiences to travel from discovery to omnichannel delivery. Experian then handles onboarding, activation, and audience expansion, in accordance with HIPAA and with industry standards. Utilizing Experian’s identity graph, spanning household and individual-level insights, as well as marketing attributes, these healthcare audiences can be: Onboarded securely, matching hashed emails or tokens to digital identifiers Activated across major channels, including CTV, mobile, display, and social Expanded with confidence, reaching more of the target population, patients, or healthcare professionals, without relying on third-party cookies This infrastructure unlocks greater scale and completeness for niche pharma audiences that have historically been hard to reach in digital and streaming environments. For brands navigating fragmented media and tightening privacy regulations, this collaboration provides the clarity and consistency they’ve been seeking. “We know healthcare marketers are under pressure to get it right: to respect privacy, be accurate, and scale. That’s why we’re excited to bring PurpleLab audiences into the Experian data marketplace and make them available through Audigent’s curated deals. It gives pharmaceutical brands and platforms a clear way to plan and measure campaigns, with the assurance that they’re reaching patients and providers when it matters in the right way.”Kim Gilberti, General Manager Curation through Audigent: Premium supply meets premium data For advertisers seeking turnkey media solutions, PurpleLab audiences are now also available through Audigent’s curated deals. Audigent’s curated deals simplify media buying by packaging PurpleLab’s clinically grounded audiences with premium, brand-safe inventory, thus creating a unified package. Instead of stitching together data and supply separately, media buyers can now access pre-built or custom-curated media deals where PurpleLab audiences are already integrated, ideal for health and wellness programming, premium CTV, or contextual content aligned to therapeutic areas. This approach gives marketers both efficiency and accuracy, streamlining execution while maintaining compliance and relevance. “Bringing together PurpleLab’s clinically precise audiences with Experian’s powerful identity and activation capabilities, and pairing it with Audigent’s premium inventory, gives advertisers more than a turnkey solution. It’s the power to launch campaigns that truly resonate, with data and media working in harmony from day one to deliver both efficiency and impact."Scott Ronay, VP, Advertising Sales Real-world use cases: Accuracy with purpose CTV awareness for cardiovascular therapies A cardiovascular brand is launching a CTV campaign to reach healthcare providers involved in treatment decisions. Using PurpleLab’s provider-level segments from the Experian data marketplace, a brand can activate audiences across brand-safe, streaming environments. This strategy enables meaningful engagement with prescribers while maintaining scale and compliance across CTV and complementary digital channels. Cross-device activation for high-impact health campaigns A biotech firm promoting a new therapy needs to reach patients who are likely to have a relevant condition, based on modeled audience segments. Using PurpleLab’s real-world patient segments, the advertiser activates across mobile, display, and CTV, with Experian’s identity graph ensuring household-level consistency across devices. Privacy and scale are preserved, while the brand ensures it’s not wasting impressions on ineligible or misaligned audiences. Closed-loop measurement, built for healthcare Beyond targeting, the PurpleLab–Experian integration empowers advertisers to measure real-world outcomes, not just digital proxies. By utilizing tokenization, Experian enables ad exposure data to be securely matched back to de-identified health events within PurpleLab’s platform. This means marketers can assess outcomes such as: Prescription lift among exposed vs. unexposed audiences Healthcare professional engagement and treatment initiation Patient adherence or follow-through behavior This type of closed-loop reporting is critical in pharma, where traditional metrics like clicks or impressions do not reflect business impact. Now, with token-based match-back, brands can see whether their campaigns are driving real results, securely and compliantly. Ready to reach the right patients and providers securely and at scale? Explore PurpleLab audiences in the Experian data marketplace and Audigent curated deals to activate clinically grounded, privacy-compliant segments across CTV, display, mobile, and more. Contact us Latest posts

Traditional audience signals are fading, and the industry is facing a new reality: identity is no longer just about connectivity, it’s about outcomes. At Cannes Lions 2025, leaders from AdRoll, LG Ad Solutions, Magnite, MiQ, OpenAP, PubMatic, Stirista, Tatari shared how innovative identity approaches are cutting through the noise, improving performance, and delivering real ROI. Their insights reveal a clear path forward for those ready to turn identity into a performance driver. Here’s how you can apply the same principles to drive performance. 1. Make identity a performance engine Treating identity as a performance driver leads to measurable results by creating a clear connection between marketing efforts and outcomes. Identity resolution enables the effective retargeting of audiences, accurate performance attribution across connected TV (CTV), and personalized campaigns across multiple channels. By building household-level graphs and incorporating alternative identifiers, marketers can maintain accuracy as traditional signals change. Activating first-party data across both digital and offline channels ensures that every interaction, whether on-screen or in-store, can be tied back to specific actions, helping optimize campaigns, and improve ROI.  How Experian helps Experian’s Consumer Sync solutions create a clean foundation and persistent identity spine by resolving and expanding your first-party data across digital and offline IDs (hashed emails, mobile ad IDs, CTV IDs). This enables activation across omnichannel campaigns, from CTV to social, and connects data to outcomes.  "Identity resolution is very important to our overall strategy today. Without that identity linkage, we couldn’t speak the same language as our clients. For example, a client might want to target people who engaged with their brand’s website four days ago via CRM data. Without identity resolution, that’s not possible. But with it, we’re changing the narrative – making TV a hospitable place for deploying first-party data and driving outcomes."Mike Brooks 2. Build trust through responsible data practices Consumer trust begins with responsible data practices that prioritize transparency and privacy. Deterministic match rates ensure accuracy by connecting data points with confidence, while clear methodologies provide visibility into how data is used. These practices improve overall campaign performance and protect consumer privacy by ensuring that every interaction is respectful. How Experian helps Experian’s privacy-first approach ensures that all data activation occurs with compliance and consent. By maintaining high match rates and adhering to transparent methodologies, Experian helps build trust and strengthen long-term connections with audiences. "If people don't take any precautions and they don't actually care about data in the public, they probably don't care about it in private. Experian cares about data privacy and compliance, and that made it a no-brainer for us to work with them. When we combined our focus on privacy with Experian’s expertise, we knew we had to do it right – and we did."Henry Olawoye 3. Expand reach while maintaining high match rates Having more data points to identify individuals leads to higher match rates and broader reach. Enriching records with additional identifiers, like hashed emails, MAIDs, and CTV IDs, makes it easier to connect data across channels and create a unified view of each person. This approach ensures that campaigns can scale effectively while maintaining the accuracy needed to deliver personalized experiences. How Experian helps With a database of over 5,000 attributes spanning 15 verticals and categories, Experian provides a comprehensive view of consumers through a single provider. By sourcing data from over 200 sources (including public records, consumer surveys, and purchase records), Experian enables the creation of detailed audience profiles. This enriched data focuses on identity, creating a unified view of individuals that helps pinpoint the best opportunities to engage effectively across channels and deliver measurable outcomes tailored to specific audience needs. "We’ve been able to extend our IDs by an average of 6.5 different identifiers, with a 70% match rate. That extension is huge – it underpins a lot of the connectivity in our platform and allows us to bring 300 data feeds together to make the most of them."Georgiana Haig 4. Create unified campaigns with interoperability Fragmented data often leads to fragmented results. Interoperability ensures that data from different platforms and systems can work together, creating a unified view that makes measurement and attribution more actionable.  How Experian helps Experian simplifies interoperability by ensuring consistent data usage from activation and measurement. By connecting data from various sources, Experian enables a cohesive strategy where insights can be shared across publishers, measurement providers, and ad servers, ensuring campaigns remain aligned and effective at every stage. "The ecosystem benefits from optimized interoperability. We’re focused on allowing advertisers to work seamlessly across IDs and identity solutions – from activation to resolution – so the same data set is used consistently across publishers, measurement providers, currencies, programmatic ecosystems, and ad servers."Chris LoRusso 5. Use AI to amplify, not replace, strategy Artificial intelligence (AI) is transforming how campaigns are optimized, but its success depends on clean, consented identity foundations. AI can analyze vast amounts of data to refine targeting, manage frequency, and uncover new efficiencies, but only when built on a strong identity framework. How Experian helps Experian uses AI and machine learning to deliver highly personalized marketing solutions. Advanced clustering algorithms in Experian’s Digital Graph analyze and create household and individual device connections, improving targeting and measurement accuracy, while machine learning models improve consumer insights by inferring household composition where data is limited. These innovations enable AI tools to quickly generate tailored audience solutions, analyze contextual signals in real time, and identify opportunities that improve results while maintaining a human centered approach to decision making. "AI is a copilot to your marketing initiatives. For it to perform, it needs insights and information to learn from. That’s why having a strong foundational data asset rooted in deterministic data is so important."Howard Luks Five moves to turn identity into profit Here are five steps to get started: 1. Audit your data health Make sure your audience data is accurate, up-to-date, and complete so you’re starting from a strong foundation. 2. Layer in more context Enrich your records with details, like lifestyle, interests, or buying behaviors, that help you speak your audience’s language. 3. Unify touchpoints across channels Link your data so you can see the same person or household whether they’re engaging on CTV, mobile, desktop, in-store, or through other touchpoints. 4. Activate AI for stronger campaigns Use AI tools to fine-tune targeting, control ad frequency, and find hidden opportunities once your foundation is solid. 5. Align data across systems Ensure interoperability so data from different platforms and systems can work together, creating a unified view for actionable insights. The common thread across these insights is connection: connecting data, teams, and outcomes. Marketers who act on these imperatives will be ready for whatever new channel, format, or privacy rule comes next. Let’s start a conversation about how Experian can help you turn identity into ROI Latest posts

Audigent, a part of Experian, now offers turnkey, outcome-driven deals for brands through Amazon DSP, expanding advertisers’ options for advertising across the open internet.   While buyers continue to activate through established supply paths with Amazon DSP, this collaboration introduces sell-side curation that expands data access and reduces overall buyer costs.  Three paths to activation With Audigent's curation services now available through Amazon DSP, buyers have streamlined access to premium open-internet inventory and measurable results.  Advertisers now have three simple ways to build or tap into curated deals:   Off-the-shelf deals in Inventory Hub on Amazon DSP Buyers can access hundreds of pre-built curated deals, each designed to align with common campaign goals and accelerate time to market. Custom deal libraries built around KPIs Advertisers can work directly with Audigent and Amazon Ads to build tailored deal libraries that reflect their unique performance objectives. SimplePMP with AI-driven intelligence Audigent's proprietary AI technology powers its SimplePMP product, offering advertisers sophisticated segment recommendations to identify relevant audiences and inventory with enhanced accuracy. Data that drives performance Turnkey curation only works if the data behind it is immediate, precise, and actionable. With Audigent providing curation via Amazon DSP, each deal fuses premium, real-world signals with hand-picked inventory so every impression can move the needle. How turnkey curation works Here are three ready-made examples to spark ideas 1. Weather in real time When the temperature climbs above 85°F, a beverage brand’s “Hot-Day Hydration” creative can launch automatically. Twenty-four hours before a heavy-rain forecast, big-box retailers can push “Storm-Ready Supplies” for generators and batteries. Weather-triggered audiences from The Weather Company mean you buy only when conditions drive demand. 2. Moments that matter to fans Live Nation ticket-purchase signals that pinpoint two peak travel-booking windows—right after fans secure out-of-town concert or game tickets and again during the week leading up to the event—so airlines, online travel agencies, and hotels can serve timely seat-sale or last-minute lodging offers when intent (and conversion rates) are highest.  3. Intent you can see Bombora B2B signals surface companies researching topics like “zero-trust security” or “cloud cost reduction.” A cybersecurity SaaS can reach those accounts with demo ads, and an office-furniture brand can court firms exploring “hybrid-workspace redesign.” Media spend zeroes in on buyers already in-market.  A customer-centric approach Audigent delivers turnkey, customer-centric solutions across the open internet through Amazon DSP, prioritizing quality over quantity through premium web inventory. As buyers and sellers embrace more direct, transparent, and addressable supply paths, this streamlined approach boosts efficiency and drives meaningful outcomes for brands. Interested in trying this new path with Amazon Ads and Audigent? Email: audigent_sales@experian.com. What's next? Audigent is committed to enhancing our curation services available through Amazon DSP. We're focusing on: Expanding our suite of turnkey solutions to address evolving advertiser needs in the open internet space Developing new data-driven insights to further refine audience segmentation and inventory selection Continuously improving our technology to deliver even greater value and efficiency for advertisers As the advertising landscape evolves, Audigent will continue to innovate, ensuring our offerings complement and enhance the capabilities available through Amazon DSP.  Ready to cut supply path costs? Connect with us to design your first curated library Latest posts

Audigent, a part of Experian, is excited to announce that curated audience and contextual inventory packages are now accessible on Google Display and Video 360 (DV360), delivered via Index Marketplaces. These premium deals offer industry-leading targeting solutions, combining high-quality data and inventory to enhance scale, value, and performance across connected TV (CTV), display, and online video (OLV). The integration launches with over 250 ready-to-run deals covering various sectors, including some available for DV360 buyers for the first time, such as automotive, B2B, seasonal retail, sports fandom, travel, and weather, among others. Each deal combines exclusive audience data with premium inventory under a single DV360 deal ID. The supply-side activation lets you scale campaigns without cookies or device IDs, so results stay consistent even as traditional tracking disappears. "We’re excited to expand Audigent’s curated, data-enriched packages in DV360 with Index Exchange. Putting Experian’s audiences and Audigent's premium supply inside a single deal ID accelerates smarter decisions for marketers—letting brands activate, test, and see results right away.”Chris Feo, Chief Business Officer, Experian Why these packages stand out Unique targeting and supply packages Each package fuses exclusive data with handpicked inventory and ships as a single, ready-to-trade deal ID. Deep partner bench Audiences are sourced from first-party publisher data as well as data leaders such as Experian, Affinity Answers, Acxiom, Bombora, Circana, Dun & Bradstreet, Resonate, Sports Innovation Lab, The Weather Company, and more, providing buyers with deterministic purchase, intent, behavioral, and lifestyle signals in one flight. Future-proofed addressability Packages rely on Audigent’s identity framework, contextual intelligence, and supply-side data activation rather than third-party cookies or device IDs, keeping reach intact as identifiers fade. Three reasons these packages drive results Signal-agnostic reach: Cookieless, device-less targeting preserves scale today and tomorrow. Instant activation: Traders simply add the pre-curated deal ID to a DV360 line item and go live in seconds. Built-in quality assurance: Exclusive audience data is paired with hand-vetted inventory, so you start closer to KPIs from day one. Direct-to-source media buying that pays off By packaging curated, data-enriched deals directly atop Index Exchange, via the Index Marketplaces platform, Audigent eliminates extra hops and integrates premium partner data into a single price, with no additional data management platform (DMP) fees. That means higher match rates, simplified audience management, and a cleaner, greener path that concentrates spend on top-tier publishers. Paired with Index Exchange’s omnichannel reach, brands see stronger performance and lower waste, no trade-offs required. "Our goal with Index Marketplaces is to streamline access to premium supply, high-quality data, and measurable outcomes. Hosting Audigent's ready-to-run deals on Index lets DV360 buyers tap addressable inventory curated for scale, sustainability, and speed - no extra steps, just better results."Paul Zovighian,  Vice President of Marketplaces, Index Exchange Real-world use cases Audigent’s deep data collaboration bench isn’t window dressing; it’s baked into every package. Deterministic signals from Experian and fellow data leaders come pre-loaded, so you tap high-intent, high-match audiences the instant you activate a deal ID. In-market auto shoppers Reach consumers actively researching specific vehicle types, such as compact cars, SUVs, trucks, or luxury models, using deterministic data from Experian. These segments predict purchase intent within the next 180 days, enabling the delivery of accurate messaging at the moment of consideration. B2B account growth Target decision-maker employees at companies segmented by employee count: 11–50, 51–250, or 251+, using Dun & Bradstreet’s data. Or reach small business professionals and business decision-makers via deals utilizing Bombora’s data assets. Sports fandom Engage verified MLB fans based on purchase behavior, powered by Sports Innovation Lab. Extend reach to contextual sports content, including live sports and sports-related programming across CTV and OLV. Seasonal retail bursts Engage gift-givers and in-market segments for gifts and occasions. Target DIY home improvers and verified affinity audiences for home projects. Reach back-to-school families by targeting parents preparing for the school year with Affinity Answers’ event-based segments. Weather-driven behavior Activate campaigns based on how real-time or forecasted weather conditions (like sunny days, outdoor activity suitability, or severe weather alerts) influence mindsets and decisions, powered by The Weather Company's data. "This collaboration integrates The Weather Company’s industry‑leading weather forecast data into DV360, the world’s largest buying platform, enabling real‑time relevance through curated deals. Experian contributes deep expertise in consumer audiences, The Weather Company delivers unmatched precision in timing and location, and Index Exchange adds efficiency and transparency - together creating a streamlined, turnkey solution for activation." Dave Olesnevich, VP of Data and Ad Product, The Weather Company Ready to activate? Search Audigent in DV360’s Marketplace, select the Audigent package that fits your KPIs, and add the deal ID to your line item.  Prefer a custom build? Reach out to us at partnershipsales@experian to curate a package tailored to your campaign goals. The quickest path to performance is just one deal ID away. Contact us now Latest posts

1,000+ ready-made segments, available for activation within Nexxen Audigent, a part of Experian, has officially launched its audiences in the Nexxen demand-side platform (DSP), pairing premium publisher audiences with Nexxen’s streamlined connected television (CTV) and omnichannel buying workflow. Audigent transforms real engagement from premium publishers into over 1,000 ready-to-activate segments—spanning beauty, finance, travel, and more. Three key benefits Signal quality Verified publisher data drives higher match rates and wider look-alike reach. Media impact Reach up to 92 million entertainment fans, 78 million retail shoppers, or 71 million finance intenders across CTV, online video (OLV), and display without guesswork. Privacy and compliance Every segment is built from opt-in, first-party data and delivered through Audigent’s privacy-by-design framework. How Audigent and Nexxen boost your campaigns Now live in the Nexxen DSP, Audigent’s premium audiences plug directly into your existing buying workflow—making it easier than ever to plan, activate, and optimize at scale. Audigent utilizes cookieless, first-party IDs sourced directly from its premium publisher network, allowing advertisers to future-proof campaigns and continue to reach real people across browsers, devices, and CTV. Vertical use cases Auto Target auto intenders as they research new models, then retarget them on CTV during primetime motorsports broadcasts. Retail and CPG Engage retail shoppers with dynamic product ads ahead of peak sales weekends, bridging display and CTV for sequential storytelling. Travel and Hospitality Reach travel planners with destination-specific offers the moment they begin searching for flights. Finance Serve relevant credit card or fintech messaging to finance enthusiasts researching personal finance content. Premium audiences, measurable performance As a part of Experian, Audigent’s audience solution complements our broader identity resolution and activation capabilities, ensuring consistency across every channel. Together with Nexxen’s unified tech stack, advertisers can launch ads faster while respecting consumer privacy. Audience data, targeting, and media all sit in one workflow, making results easy to see and optimize. Contact us Latest posts