Marketing data and identity: Experian insights

What’s changing in pharma audience targeting? Pharmaceutical (pharma) audience targeting is changing as marketers need to reach highly specific patient and healthcare professional (HCP) audiences while operating in a complex environment shaped by privacy requirements, data limitations, and changing media behaviors. Regulations like HIPAA, along with stricter standards around data use and tracking, have changed how identity can support targeting and engagement. Traditional identifiers such as cookies and pixels are becoming less reliable or permissible, limiting how marketers connect audiences across channels. At the same time, both patients and HCPs are taking a more independent, informed approach to healthcare research. They explore conditions, treatments, and providers across a growing mix of digital channels, raising expectations for relevant experiences while increasing competition for attention. In fact, 55% of adults use social media for health information, and 32% use AI tools for health-related questions. Media habits are shifting just as quickly. Patients and HCPs increasingly engage with content across streaming, social, and other digital environments rather than relying on traditional linear TV alone. With digital expected to account for more than 70% of total media time in 2026, marketers have more opportunities to connect with health audiences across channels. At the same time, consistent signals for targeting are becoming harder to maintain. Why audience quality and scale matter more than ever Despite these challenges, pharma marketers still need to reinforce messaging across channels and maintain relevance throughout the patient or provider journey without creating fatigue or overexposure. For many pharma organizations, this is compounded by limited first party data, who instead rely on external data providers to reach their target audiences. This makes scale, fidelity, and consistency across platforms and channels increasingly important. Marketers need audiences broad enough to reach meaningful populations and accurate enough to support relevant, personalized engagement. How compliant healthcare audiences support pharma goals Compliant healthcare audiences can support pharma goals by navigating these shifts in media, data, and privacy requirements. Pharma marketers need an audience strategy built on compliant signals that can support activation across the media ecosystem. Experian Audiences and Partner Audiences offer a range of audience types across healthcare professionals, consumer health, and behavior and lifestyle indicators, designed for compliant activation at scale.  Experian’s connected identity framework allows signals such as National Provider Identifiers (NPIs), hashed emails (HEMs), and tokenized consumer IDs to be translated into identifiers that can be used across media environments while maintaining audience reach and fidelity. As a result, pharma marketers gain more flexibility to reach relevant audiences, tailor activation strategies, and coordinate messaging across channels and platforms without exposing sensitive identity data or limiting scale. Core audience groups for pharma marketers  HCP Partner Audiences are built using deterministic identifiers, including NPIs along with other IDs associated with HCPs like hashed emails. This creates audiences grounded in real provider data, rather than relying only on digital activity signals. These audiences allow pharmaceutical marketers to reach providers based on: Specialty and expertise Care team role Prescribing behavior Conditions diagnosed or treated based on medical claims activity Because HCP audiences are finite and remain a primary source through which patients learn about new medications, they are heavily targeted across the industry. Reaching the right providers with messaging aligned to specialty and prescribing behavior helps reduce wasted impressions and support more meaningful engagement. Examples of HCP Partner Audiences you can activate AnalyticsIQ Case Manager or Care Coordinator Endocrinology Tech Adopters Geriatric Medicine Language > Hispanic Bilingual Diaceutics Diabetes - Type 2 – Endocrinologists Homozygous Familial Hypercholesterolaemia – Cardiologists Non Small Cell Lung Cancer - ROS1 – Oncologists PAH – Cardiologists IQVIA Anti-Migraine   Gastroenterology & Hepatology  Osteoporosis   Pharmacist   How to use these audiences Activate audiences like Full Care Team > Osteoporosis to reach providers involved in long-term bone health management with messaging focused on screening, adherence, or fracture prevention. Diabetes - Type 2 - Endocrinologists audiences can help engage specialists involved in diabetes treatment decisions with therapy-specific messaging tailored to disease management and patient outcomes. Reaching consumer health, or direct-to-consumer (DTC), audiences presents a different challenge. Unlike HCPs, consumer audiences are broader, more fragmented, and subject to stricter privacy constraints. At the same time, consumers are exposed to a high volume of health advertising, making it harder for brands to maintain relevance and connect with consumers. The right DTC audiences help pharma marketers navigate these challenges by enabling them to reach consumers using deidentified, tokenized data designed to preserve both audience quality and consumer privacy. By maintaining audience fidelity as these audiences move across platforms and activation environments, pharma marketers can support more consistent, scalable targeting and relevance across channels while protecting sensitive identity information. These audiences can be defined across a range of dimensions, including conditions, procedures, and medications. This allows marketers to engage audiences at different stages of the health journey, from initial awareness to ongoing condition management. Examples of DTC Partner Audiences you can activate  HealthRankings Ophthalmology (Eyes) > Dry AMD  Nervous System > Fibromyalgia  Health Union Cardiac Care Vaccine Interest  Mars Type 2 Diabetes for 10 or More Years Propensity  Caregiver Who Discuss Treatments With Doctors PurpleLab Rheumatoid Arthritis (RA)  Ipratropium Bromide and Albuterol How to use these audiences Activate audiences like Cardiac Care to reach consumers actively engaging with heart health content using messaging focused on disease awareness, treatment education, or ongoing care management. Caregiver Who Discuss Treatments With Doctors audiences can help connect with caregivers involved in healthcare decisions using messaging centered around treatment support, care coordination, or medication discussions. Lifestyle and health context audiences help brands align with the broader factors that influence health decisions, which extend beyond conditions and treatments. Factors such as financial situation, household structure, location, life stage, and attitudes toward health all shape how consumers engage with care and treatment decisions. Experian health-adjacent audiences, or those that cover broader behavioral and lifestyle health indicators, help pharma marketers reach people through these additional signals. They make it possible to connect with consumers based on the context that influences how they approach and manage their health. In addition to expanding reach, these audiences support more flexible activation. Because they are not tied to condition-level data, they can be used alongside signals like streaming behavior, content preferences, and ad receptivity. This makes it easier to align audience targeting with where consumer media behavior is shifting. Example Experian Audiences you can activate for health indicators Ages 65+  Health and Wellness Supplement Buyers  Household Income $750K–$999K  Multigenerational Household  Presence of Children: Ages 0–3  Weight Reformers  CTV and media behavior audiences Cooking TV Viewers  CNN News Viewers Paid Ad-Supported Streaming Subscriber  Solo TV Watching Households  Streaming TV  TV Ad Acceptor Households Example Partner Audiences you can activate for health indicators AnalyticsIQ CBD for Pain Management Has Access to At Least One Caretaker Has the Highest Health Literacy Score Healthcare Cost Barriers Uses Health Monitors or Biosensors How to use these audiences Activate audiences like Weight Reformers to reach consumers researching weight management solutions with educational or treatment-focused messaging. Multigenerational Household audiences can help connect with caregivers managing care across generations, while Streaming TV audiences support engagement in premium connected TV environments aligned to changing media behavior. When are health audiences most receptive to outreach? Health audiences are most receptive to outreach during key seasonal and life-stage moments, which can be mapped directly to audience strategy. Open enrollment Open enrollment periods concentrate on evaluation of coverage, providers, and prescription access. In 2024, more than 21 million Americans enrolled in Marketplace coverage, the highest on record. During this window, consumers are actively comparing plans, providers, and treatment affordability, making it one of the most intent-driven healthcare moments of the year. Experian Audiences you can activate during open enrollment Active Health Insurance Shoppers  Child Age 0–36 Months  Recently Married Couple Households Partner Audiences you can activate during open enrollment MARS Health Insurance Marketplace or Exchange like Obamacare or Affordable Care Act New Year health reset New year's health resets drive a surge in preventive care and wellness behaviors. 31% of Americans say they will make a New Year's resolution or set a goal for 2026, with health consistently ranking as the top priority. Experian Audiences you can activate during New Year's Informed Consumer  New Year's/Resolutions: New Year's Diet, Health and Fitness: High Spenders  Starting New Job Soon Audiences  Weight Reformers Find more New Year's audiences here Flu and RSV season  Flu and RSV season drive predictable spikes in vaccination interest and healthcare engagement. In recent seasons, flu vaccination coverage among adults has ranged around 41%, with demand increasing sharply during peak outbreak periods. Partner Audiences you can activate during Flu and RSV season HealthRankings  Allergy  HealthUnion Vaccine Interest IQVIA  Influenza/Flu  MARS  Vaccine Hesitant and Concerned About Side Effects  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 are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals. 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. Explore more of our Partner Audiences that complement Experian Audiences across key health use cases, with flexible activation through Experian’s data marketplace or leading activation platforms. 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. For a full list, download our syndicated audiences guide. Reach the right audiences for your industry Auto CPG Energy and utilities Financial services Retail Build a stronger pharma audience strategy  As privacy requirements evolve and media fragmentation increase, pharma marketers need a connected approach that helps maintain audience fidelity across channels while supporting responsible activation. With the right foundation and partners in place, marketers can reach relevant patient and provider audiences, preserve audience accuracy through activation, and deliver more relevant experiences that support long-term growth. Connect with our audience experts 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. Where can Experian Audiences be activated? You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs. Can I combine Experian data with my own first-party data? Yes, 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. Appendix HCP Partner Audiences AnalyticsIQ > Healthcare Professionals (HCP) > HCP Type > Case Manager or Care Coordinator AnalyticsIQ > Healthcare Professionals (HCP) > Specialty > Endocrinology Tech Adopters AnalyticsIQ > Healthcare Professionals (HCP) > Prescriber > Geriatric Medicine AnalyticsIQ > Healthcare Professionals (HCP) > HCP Type > Other Nursing Services > Language > Hispanic Bilingual Diaceutics > General Medicine > Diabetes - Type 2 – Endocrinologists Diaceutics > Rare Disease > Homozygous Familial Hypercholesterolaemia – Cardiologists Diaceutics > Oncology > Non Small Cell Lung Cancer - ROS1 – Oncologists Diaceutics > General Medicine > PAH – Cardiologists IQVIA > Healthcare Professionals (HCP) > OTC > Anti-Migraine   IQVIA > Healthcare Professionals (HCP) > Physician Specialty Group > Gastroenterology & Hepatology  IQVIA > Healthcare Professionals (HCP) > Full Care Team > Osteoporosis   IQVIA > Healthcare Professionals (HCP) > Pharmacist   DTC audiences HealthRankings > Digital > Patient > Nervous System > Fibromyalgia  HealthRankings > Digital > Patient > Ophthalmology (Eyes) > Dry AMD Health Union > DTC > Vaccine Interest  Health Union > DTC > Cardiac Care Mars > Health and Wellness > Conditions and Treatments > Type 2 Diabetes for 10 or More Years Propensity  Mars > Health and Wellness > Caregivers > Caregiver Who Discuss Treatments With Doctors PurpleLab > Conditions > Autoimmune Conditions > Rheumatoid Arthritis (RA)  PurpleLab > Medications > Asthma and COPD Medications > Ipratropium Bromide and Albuterol Lifestyle and health context audiences Experian > Geo-Indexed > Demographics > Ages 65+  Experian > Purchase Transactions > Nutraceuticals, Bioceuticals and Supplements > Health and Wellness Supplement Buyers  Experian > Geo-Indexed > Demographics > Household Income $750K–$999K  Experian > Demographics > Household Composition > Multigenerational Household  Experian > Geo-Indexed > Demographics > Presence of Children: Ages 0–3  Experian > Psychographic/Attitudes > Health and Well Being > Weight Reformers CTV and media behavior audiences Experian > Lifestyle and Interests (Affinity) > TV Segments (US) Genre > Cooking TV Viewers  Experian > Lifestyle and Interests (Affinity) > TV Segments (US) Network > CNN News Viewers Experian > Television (TV) > Ad Avoiders/Ad Acceptors > Paid Ad-Supported Streaming Subscriber  Experian > Television (TV) > Household/Family Viewing > Solo TV Watching Households  Experian > TrueTouch > Communication Preferences > Engagement Channel Preference > Streaming TV  Experian > Television (TV) > Ad Avoiders/Ad Acceptors > TV Ad Acceptor Households Partner Audiences you can activate for health indicators AnalyticsIQ > Health & Wellness > CBD > Reason for Use > CBD for Pain Management AnalyticsIQ >Health & Wellness > Barriers to Healthcare > Has Access to At Least One Caretaker AnalyticsIQ >Health & Wellness > Barriers to Healthcare > Has the Highest Health Literacy Score AnalyticsIQ >Health & Wellness > Barriers to Healthcare > Healthcare Cost Barriers AnalyticsIQ >Health & Wellness > Medical Utilization > Uses Health Monitors or Biosensors Open enrollment Experian Audiences  Experian > Purchase Predictors > Shoppers All Channels > Active Health Insurance Shoppers  Experian > Life Events > New Parents > Child Age 0–36 Months  Experian > Publisher Derived > Life Events > Recently Married Couple Households Partner Audiences MARS > Consumer Financial > Health Insurance > Health Insurance Marketplace or Exchange like Obamacare or Affordable Care Act New Year health reset Experian > Psychographic/Attitudes > Shopping Behavior > Informed Consumer  Experian > Retail Shoppers: Purchase Based > Seasonal > New Year's/Resolutions: New Year's Diet, Health and Fitness: High Spenders  Experian > Publisher Derived > Life Events > Starting New Job Soon Audiences  Experian > Psychographic/Attitudes > Health and Well Being > Weight Reformers Flu and RSV season  HealthRankings > Digital > Patient > Immune System > Allergy  IQVIA > Healthcare Professionals (HCP) > Full Care Team > Influenza/Flu  MARS > Health and Wellness > Vaccinations > Vaccine Hesitant and Concerned About Side Effects  HealthUnion > DTC > Vaccine Interest Latest posts

AdTech has never had more data, yet it has rarely been harder for brands and agencies to answer a simple question: what actually drove the result? Clicks, conversions, and platform-reported performance have long served as proxies for success, shaping how campaigns are evaluated, budgets are allocated, and results are communicated.  But they were never designed to measure business impact directly. They offer a directional view of activity rather than a definitive answer. Clicks indicate interest, conversions indicate action, and platform-reported metrics reflect performance within a given environment. Each of these signals plays a role, but none of them, on their own, can confirm whether marketing led to a business outcome. That limitation isn't new, but it’s becoming more visible as signals shift and measurement becomes more fragmented. Measurement systems are under increasing strain, shaped by signal fragmentation, privacy constraints, and data environments that make it harder to connect media exposure to outcomes. In fact, 75% of marketers say their current approaches are falling short. Performance can appear strong in one platform and materially different in another, making it harder to reconcile results across partners. Connecting campaign performance to actual business outcomes remains difficult. As identity, data collaboration, and measurement become more strategic to marketing performance, organizations are looking for infrastructure that can connect data across partners while preserving neutrality, flexibility, and interoperability. Why performance doesn’t always reflect impact Even when data is available, it doesn’t always tell a complete or accurate story. A conversion after an ad exposure may suggest a relationship, but it doesn’t establish causation. Attribution models favor what’s easiest to measure, and platform-reported metrics often reflect biases toward their own ecosystems. Over time, this creates a version of performance that can appear accurate while overstating actual impact. Measurement should move from signals to conversions, then to verified outcomes, and ultimately to incrementality. Each step brings measurement closer to understanding true business impact. In practice, most strategies stall in the middle, treating conversions as the endpoint even though they don’t show whether marketing drove the result.  This creates a gap between what’s measured and what matters. Incrementality is gaining focus because it isolates what changed due to marketing, separating true impact from what would have happened anyway. Industry guidance increasingly reflects this shift, recognizing incrementality as a reliable way to measure causal impact in a fragmented, privacy-first ecosystem. As AI and agentic technologies become more involved in planning, optimization, and decision-making, the quality of the underlying identity and data foundation becomes increasingly important. Reliable outcomes require trusted identity and interoperable data. The infrastructure shift: Why CAPI matters now Measurement is evolving at both a conceptual and technical level. As browser-based tracking becomes less reliable, the industry is shifting toward server-side approaches, including conversion APIs (CAPI). These approaches create a more direct, durable connection between advertiser data and platform systems, reducing reliance on signals limited by browsers and privacy controls. Platforms are reinforcing this shift. Meta positions CAPI as a way to improve data quality, measurement accuracy, and optimization by enabling more complete event capture. Google similarly emphasizes server-side tagging to improve data control, resilience, and performance in modern measurement environments. On their own, these approaches don’t solve the measurement challenge. Combined with identity, they create a stronger foundation for connecting marketing activity to real outcomes. Stronger data collection infrastructure is most effective when paired with interoperable identity and privacy-first governance, giving marketers greater confidence in how data is connected, activated, and measured across environments. Identity as the connective layer Identity resolution is a key enabler of that foundation. By connecting identifiers across platforms, devices, and environments, it helps marketers tie exposure to consumers and, ultimately, to real-world outcomes. Without it, measurement stays siloed across platforms and channels. With it, marketers can see how activity across environments contributes to a single outcome. Interoperable identity is becoming more than a marketing capability. It increasingly serves as a foundational layer that helps brands, agencies, publishers, platforms, and partners collaborate across a growing number of data and media environments. Industry efforts around data clean rooms, interoperability, and privacy-safe collaboration all address the same challenge: how to connect data across environments without relying on outdated or fragile signals. Solutions that strengthen identity resolution within these environments improve match rates between partners, making collaboration more effective and measurement more complete. As collaboration expands across clean rooms, platforms, and activation channels, marketers benefit from identity frameworks that support interoperability rather than limiting how data can move across the broader ecosystem. What brands and agencies should expect next For brands and agencies, the focus is shifting from what appears to perform within a platform and toward what drives results. That requires looking beyond platform-reported metrics, asking more of measurement partners, and incorporating incrementality into how success is defined. It also requires investment in identity and measurement that enable outcome-based measurement. Without that foundation, even advanced reporting will struggle to provide a clear view of performance. That foundation should include trusted consumer data, transparent governance practices, and identity capabilities that can adapt as technology, privacy expectations, and AI-driven workflows continue to change. Many organizations are also evaluating how measurement, identity, and activation strategies can maintain long-term flexibility across agencies, platforms, publishers, commerce media networks, and emerging channels. What this shift means for AdTech Reporting within platforms or optimizing intermediary metrics is no longer enough. Success increasingly depends on demonstrating how marketing activity translates into business results across channels and environments. As marketing systems become more automated, brands need visibility into the data and identity layers informing those decisions, along with confidence that those systems are operating on accurate, privacy-safe consumer information. That shift requires interoperable identity, cross-platform measurement, and infrastructure that supports more complete and reliable data collection. It also requires validating whether marketing drove incremental business impact, rather than simply reporting observed conversions. Independent identity and neutral data infrastructure can help support that effort by giving organizations the flexibility to work across partners, platforms, and channels while maintaining consistency in measurement and audience understanding. This means building systems that connect exposure to outcomes, measure incremental impact, and link media investment and business results. Clicks and conversions remain useful, but their limitations are becoming more visible as reliability declines.  Trusted identity, privacy-safe data collaboration, and transparent measurement are becoming central to how marketers build durable strategies that can adapt as the ecosystem continues to change. Measurement will be defined by the ability to connect marketing activity to verifiable outcomes, with incrementality at the center of understanding true impact.  Contact us  About the author  Ali Mack VP, AdTech Sales 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. Latest posts

Why consumer packaged goods (CPG) marketing needs a broader view of shopper behavior CPG marketing needs a broader view because shoppers no longer follow a single path to purchase. They move across retailers, channels, and price tiers, often within the same buying cycle. For marketers, that makes behavior harder to track and even harder to act on. The same household may focus on price in one category, spend on quality or convenience in another, and shift between online and in-store environments along the way. These decisions are not tied to a single moment or channel, which makes them difficult to interpret through any one signal. At the same time, many CPG brands don’t have direct relationships with shoppers, limiting access to first-party data. Understanding how decisions connect often depends on combining signals from multiple sources across the market. This fragmentation becomes most visible across the purchase journey. A shopper might discover a product on social, compare prices across retailers, add it to a cart in an app, and complete the purchase later in-store. Retail media networks (RMNs) provide strong, retailer-specific insight and measurement, with a detailed view of what shoppers do within that retailer’s environment. But that view stops there. A retailer can see what a shopper buys in its own stores or app, not how that same shopper compares prices, switches brands, or purchases across other retailers.  The opportunity is to build a more complete view of shopper behavior across the market. Without additional signals, marketers are left with multiple high-quality perspectives of the same shopper, each tied to a specific retailer or platform. That makes it difficult to understand how shoppers compare options, switch retailers, and respond to campaigns beyond a single environment. How Experian Audiences help CPG marketers adapt to changing shopper behavior Experian Audiences help CPG marketers adapt to changing shopper behavior by identifying shoppers likely to trade between premium and value, aligning audiences to price sensitivity and purchase behavior, and connecting signals across retailers and channels so your campaigns reflect how decisions are made from first interaction through purchase.  Three shifts are shaping how CPG brands reach and understand shoppers: Data is distributed across retailers and channels Purchase journeys span more touchpoints  Shoppers are more selective about where they spend You can find the full taxonomy paths in the appendix. 1. How can CPG brands connect shopper behavior across retailers without direct consumer access? CPG brands can connect shopper behavior across retailers without direct consumer access by combining signals from RMNs, retailer partnerships, and data providers to build a broader view of shopper activity, since most brands don’t have direct relationships with their customers or access to extensive first-party data. Instead, they often rely on these partners to understand shopper behavior and campaign performance. Each RMN provides a strong view of what happens within its own environment, but a shopper may purchase across multiple retailers, compare prices across platforms, and shift behavior depending on promotions or availability. Retailer relationships are critical and strategic, but they capture only part of that activity. This is becoming more complex as retail media expands. Amazon and Walmart still account for 84% of investment, but the rest is spread across a growing number of networks, each with its own data, definitions, and measurement approach. That fragmentation makes it harder to maintain consistent, deduplicated audiences, connect performance across platforms, and understand true incrementality. How Experian brings shopper signals together in one place Experian brings shopper signals together in one place as a way to build more effective CPG campaigns. Through Experian’s data marketplace, brands can unify, deduplicate, and activate shopper data across partners and channels. In one marketplace, advertisers can access CPG signals, including loyalty card, receipt scan, and point of sale (CPU/SKU) data from tier one partners like Attain, Catalina, and Circana, along with Experian data. This gives advertisers more flexibility to build audiences from complementary purchase-based signals, rather than relying on a single retailer view or rebuilding audiences separately across platforms. By joining and deduplicating audiences across partners, advertisers can create more comprehensive CPG segments that better reflect how people shop across retailers, brands, and channels. They can also activate those audiences outside closed media network environments, helping maintain more consistency as campaigns move across destinations. How to build cross-retailer audiences Here’s what that can look like in practice. Instead of relying on a single retailer signal or broad snack category, advertisers can combine shopper behaviors from multiple data partners to create a more detailed audience built around specific purchase patterns and brand affinities. In the example below, each provider contributes to a different layer of shopper insight, helping advertisers create a more complete tortilla chip audience across retailers, categories, and purchase behaviors. Additional Experian Audiences you can activate Advertisers can also start with broader category and retailer audiences to establish a strong base of active CPG shoppers, then use them on their own or layer in additional data to refine more specific behaviors, brands, or purchase patterns. Core category buyers Candy, Snack, and Beverage Buyer Households  Food, Snack, and Beverage Shoppers  Grocery Store Frequent Spenders  Grocery Store High Spenders  Cross-retailer shoppers Costco Frequent Spenders  Discount / Dollar Store Frequent Spenders  Supercenter Buyers  Target Frequent Spenders  Warehouse Club Members  Walmart Frequent Spenders 2. New paths to conversion: How purchase journeys now span social, e-commerce, and in-store There are new paths for CPG shoppers to conversion, they are no longer tied to a single channel. Awareness, consideration, and conversion signals now span multiple environments, often within the same buying cycle. A shopper might discover a product on social, compare pricing on Amazon or Walmart, add it through a retailer app, and complete the purchase later in-store, through delivery, or during a stock-up trip. This shift is becoming more pronounced as online and in-store grocery shopping become increasingly connected. Nearly 94% of grocery shoppers now purchase both online and in-store, with e-commerce driving most recent growth even though stores still account for the majority of purchases. As a result, shoppers move across the purchase funnel fluidly, especially younger audiences, making it harder to map decisions to a single touchpoint. For marketers, this means your audience strategy needs to follow behavior across the full journey, not just one channel or moment. Experian Audiences you can activate to align to purchase journeys Channel engagement Digital Display Free and Paid Ad Supported Streaming Subscribers Highly Active Online Users  Online Research-Dependent Consumers  Social Media Heavy Users Purchase and conversion Brick and Mortar High Spenders  Frequent Online Buyer Households Grocery Pick-Up and Delivery Users  In-Store Buyer Households  Online Buyer Households  Online Grocery Delivery High Spenders  Online-Preferred Shoppers  How to use these audiences Activate channel engagement audiences like Social Media Heavy Users, Highly Active Online Users, and Online Research-Dependent Consumers alongside purchase audiences such as Online Buyer Households, Grocery Pick-Up and Delivery Users, and In-Store Buyer Households to reach shoppers who discover products through social and digital channels, compare options online, and complete purchases through delivery services, retailer apps, or in-store. 3. How is price pressure splitting shoppers across value tiers? Price pressure is now splitting shoppers across value tiers. For many households, food prices are now a primary concern, making shoppers more selective about where and how they spend. Some are choosing lower-cost alternatives in everyday categories, while others are still willing to pay more for products tied to health, convenience, or perceived quality. This creates a more fluid market, where the same shopper may cut back in one aisle and spend more in another.  Shopping behavior is also shifting across channels. As more consumers eat at home rather than dining out, CPG brands have more opportunities to capture spend, across grocery and retail environments. Private-label products are gaining traction, often priced 30% lower than branded goods, while smaller independent brands are winning share with shoppers seeking products that better match their preferences and priorities. For marketers, the focus is understanding these different groups and tailoring messaging to match. Experian Audiences you can activate to reach shoppers across value tiers Value-driven shoppers Coupon Users  Deal Seeking Shoppers  Discount / Dollar Store Frequent Spenders  Frugal Living and Savings Focused Households Value Oriented Discount Deal Shoppers  Premium and benefit-led shoppers Healthy Food Meal Kit Service Spenders High Spending Specialty Food Shoppers  High Spending Vitamin and Supplement Buyers  Organic/Natural Grocery High Spenders Premium Spend Index segments  How to use these audiences Activate value-driven audiences like Coupon Users, Deal Seeking Shoppers, and Discount / Dollar Store Frequent Spenders to run campaigns focused on price, promotions, and bulk purchasing behavior, especially during periods of higher price sensitivity. Activate premium and benefit-led audiences like Organic/Natural Grocery High Spenders, Healthy Food Meal Kit Service Spenders, and High Spending Specialty Food Shoppers to highlight product attributes such as ingredients, health benefits, or convenience, where shoppers are motivated by perceived value rather than price. When are CPG audiences most responsive to marketing? CPG audiences are most receptive to marketing during key consumption and promotional moments that drive stock-up behavior and price comparison, making timing as important as targeting. Back-to-school and routine-driven consumption Back-to-school season concentrates demand among households preparing for more structured routines. Grocery, snacks, and household essential purchases often increase as families shift back to packed lunches, after-school meals, and at-home consumption. You can align messaging around convenience, bulk buying, and routine-driven needs to capture this predictable lift in demand. Explore our back-to-school audiences Prime Day, promotional peaks, and deal-driven behavior Major promotional events such as Prime Day and Black Friday drive higher engagement among deal seekers, coupon users, and value-focused shoppers. Early results from Prime Day 2025 showed that four of the top five purchased items were household or grocery products, and 57% of shoppers compared Amazon’s prices with other retailers before buying. During these periods, consumers actively compare prices across retailers and plan purchases around promotions, often stocking up on essentials. Aligning campaigns with value-driven audiences helps you focus offers on shoppers most likely to switch brands or retailers based on price. See the digital behaviors shaping 2026 See Black Friday audience insights Holiday periods and stock-up behavior Holiday periods combine higher consumption with more intentional purchasing. Shoppers prepare for gatherings, travel, and extended time at home, leading to larger basket sizes and more planned trips. Some households prioritize premium or specialty products for specific occasions, while others focus on value and promotions. Seasonal signals help you time campaigns to match these shifts in purchasing behavior and demand. Discover our 2025 Holiday shopping spending trends and insights Explore our holiday audiences 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 are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals. 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. Explore some of our Partner Audiences that complement Experian Audiences across key CPG use cases, with flexible activation through Experian’s data marketplace or leading activation platforms.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. For a full list, download our syndicated audiences guide. Reach CPG shoppers based on real-world shopping behavior with Experian Audiences From price pressure and shifting value preferences to fragmented purchase journeys and cross-retailer behavior, CPG demand is shaped by how shoppers make decisions across the market. Experian Audiences help you respond to these challenges by identifying shoppers likely to switch between value tiers, aligning campaigns to how and where people buy, and connecting high-intent audiences with the right products across retailers and channels. Connect with our audience experts 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. Where can Experian Audiences be activated? You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent private marketplaces (PMPs). Can I combine Experian data with my own first-party data? Yes, 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. Appendix Value-driven shoppers Lifestyle and Interests (Affinity) > Purchase Behavior > Coupon Users TrueTouch: Communication Preferences > Purchase Behavior > Deal Seeking Shoppers Retail Shoppers: Purchase Based > Shopping Behavior > Discount / Dollar Stores: Frequent Spenders Publisher Derived > IAB Budgeting > Frugal Living and Savings Focused Households Retail Shoppers: Purchase Based > Lifestyle and Interests > Value Oriented Discount Deal Shoppers Premium and benefit-led shoppers Retail Shoppers: Purchase Based > Health and Fitness > Healthy Food Meal Kit Service Spenders Retail Shoppers: Purchase Based > Shopping Behavior > High Spending Specialty Food Shoppers Retail Shoppers: Purchase Based > Health and Fitness > High Spending Vitamin and Supplement Buyers Retail Shoppers: Purchase Based > Grocery > Organic/Natural Grocery Stores: High Spenders Financial > Discretionary Spend > Premium Spend Index (Elite / Upper Middle) Channel engagement TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Display Television (TV) > Ad Avoiders/Ad Acceptors > Free and Paid Ad Supported Streaming Subscribers Lifestyle and Interests (Affinity) > Technology > Highly Active Online Users Lifestyle and Interests (Affinity) > Technology > Online Research-Dependent Consumers Social Network Behaviors > Social IQ > Social Media Heavy User Purchase and conversion behavior Retail Shoppers: Purchase Based > Shopping Behavior > Brick and Mortar High Spenders Purchase Transactions > Shopping > Frequent Online Buyer Households Consumer Behaviors > Grocery Pick-Up and Delivery Purchase Transactions > Shopping > In Store Buyer Households Purchase Transactions > Shopping > Online Buyer Households Retail Shoppers: Purchase Based > Grocery > Online Grocery Delivery Services: High Spenders Retail Shoppers: Purchase Based > Shopping Behavior > Online-Preferred Shoppers Tortilla chip sample audience Circana > ProScores > Retailer > Mass > Walmart Circana > ProScores > Retailer > Food > Wegmans Circana > ProScores > Retailer > Convenience > 7-Eleven Circana > ProScores > Retailer > Food > Albertsons Experian > Retail Shoppers: Purchase Based > CPG Engagement > Tortilla Tostada and Chip Shoppers Attain > CPG (Consumer Packaged Goods) > Snacks > Product > Chips > Santitas > Medium Propensity Catalina > Category Purchasing > Center Store Snacks > Snacks > Snacks - Tortilla Chip Regular Buyer Core category buyers Purchase Transactions > Food and Beverage > Candy Snack and Beverage Buyer Households Purchase Predictors > Shoppers All Channels > Food, Snack, and Beverage Shoppers Retail Shoppers: Purchase Based > Grocery > Grocery Stores: Frequent Spenders Retail Shoppers: Purchase Based > Grocery > Grocery Stores: High Spenders Cross-retailer shoppers Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Costco Frequent Spenders Retail Shoppers: Purchase Based > Shopping Behavior > Discount / Dollar Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Purchase Behavior > Supercenter Buyers Retail Shoppers: Purchase Based > Shopping Behavior > Target Frequent Spender Lifestyle and Interests (Affinity) > Purchase Behavior > Warehouse Club Members Retail Shoppers: Purchase Based > Shopping Behavior > Walmart Frequent Spenders Seasonal and demand moments Retail Shoppers: Purchase Based > Seasonal > Black Friday/Cyber Monday Big Box Shoppers Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Coupons/Sale Shoppers: In Store Mobile Location Models > Visits > Holiday Deal Shoppers Retail Shoppers: Purchase Based > Seasonal > New Year’s Food/Healthy Food Shoppers Latest posts

Programmatic needs decisions grounded in trusted signals available at the moment a bid is made. As campaigns lean further into automation and agentic media buying, real-time data enrichment (RTDE) gives marketers a way to compute derived, bid-time signals during the ad placement process. That can cut latency, reduce unnecessary data movement, and keep media decisions tied to current conditions rather than delayed inputs. This matters as identity, data collaboration, and measurement become core marketing infrastructure. Marketers need signals they can trust, partners that work across the ecosystem, and enough flexibility to keep control as buying systems become more automated. How does RTDE work in programmatic advertising? In programmatic advertising, RTDE works by computing useful signals inside the auction path before a bid is placed. The goal is to give bidding systems more current inputs without moving raw data through a long chain of vendors.  When a bid request fires, RTDE computes derived signals, such as validated identity attributes, cohort scores, or context flags, inside the auction window and passes those signals to the bidder. Instead of sending raw data through a long chain of vendors and hoping it is still useful by the time it’s used, RTDE runs closer to the supply-side source and sends the output needed for the bid. That gives you a more current view of what’s happening in market, from regional demand shifts, to seasonal patterns, to live inventory changes. It can make first-party activation more responsive and keep programmatic decisions closer to the moment media is bought. For brands, agencies, publishers, and platforms, this creates a more flexible way to use data across partners without sending raw inputs through every step of the workflow. How does RTDE improve programmatic performance? RTDE improves programmatic performance by helping close gaps between available data and the bid-time decision. It gives campaigns signals that are current, consistent, and usable across auctions. These gains can help put budget against impressions with a stronger basis for action, which matters most in categories where timing and relevance shape performance. It can also give teams a clearer way to connect data quality, identity, and measurement decisions across different activation paths. RTDE improves programmatic performance by focusing on: Timeliness Real-time enrichment gives bidding systems a view of current conditions, from shifting audience behavior to changes in demand, including conversion behavior. Accuracy Standardized signals reduce inconsistencies and improve the reliability of insights. Continuity Repeatable, closer-to-source enrichment gives agents signals they can compare across auctions, environments, and time. Flexibility Interoperable signals can support many activation, curation, and measurement partners without tying teams to one path. Why does signal freshness matter in agentic buying? Signal freshness matters in agentic buying since software agents make autonomous decisions in real time. Without fresh, accurate signals, these agents risk acting on outdated or incomplete information. As AI takes on more campaign decisions, the quality of the consumer data, identity layer, and governance behind those decisions becomes even more important. Outdated signals can lead to missed opportunities, such as failing to capitalize on sudden spikes in demand or changes in consumer behavior. Fresh signals ensure that campaigns remain agile and responsive, even in fast-changing market conditions. Signal freshness is critical because it ensures: Speed Agents can quickly adapt to changes in demand or inventory, including conversion behavior. Accuracy High-quality signals reduce errors and improve targeting accuracy.  Stability Consistent signals allow agents to learn and optimize over time. Trust Governed, transparent signals help teams understand what data informed a decision and how it can be used. What makes Experian a trusted partner in RTDE? Experian is a trusted partner in RTDE because we bring together independent identity, audience data, broad media partner integrations, and governance. That combination enables marketers to use bid-time enrichment responsibly and connect programmatic decisions to measurable outcomes. We work across the advertising ecosystem, not inside one closed environment. That independence helps marketers maintain choice across agencies, platforms, publishers, commerce media networks, clean rooms, and measurement partners. Our identity solutions help you build a flexible foundation for programmatic advertising across planning activation, curation, and measurement. With access to over 5,000 behavioral, demographic, and lifestyle attributes, we ensure a richer understanding of audiences. We prioritize data governance and security, handling sensitive information responsibly to maintain privacy-forward solutions. Integrations with over 200 media partners make it easy to activate addressable audiences and improve campaign performance. We’re focused on making enrichment more immediate and usable at bidding time through timely, trustworthy, and governable signals. That combination matters as AI agents and marketing systems rely on consumer data to make faster decisions. The stronger the identity, governance, and data stewardship behind those systems, the more confidence teams can have in how decisions are made. Experian helps marketers build actionable programmatic strategies We can help you build actionable programmatic strategies by connecting identity, audience packaging, curation, and measurement into one cohesive foundation. This foundation makes ad placements easier to execute and measure, while reducing friction between planning and activation. We can help you build audience packages and curated deals that align with your campaign goals. This gives marketers a flexible identity foundation that can adapt as partner needs, channel plans, and data collaboration models change. You can activate addressable audiences across advanced TV, social, and programmatic platforms, then measure how campaigns connect to consumer behavior and real-world outcomes. Our capabilities give teams a clearer path from planning to activation to measurement.   A strong RTDE strategy connects activation with governance, measurement, and transparency, giving teams a clearer view of how audiences are built, where they’re used, and how outcomes are evaluated. Get started with real-time data enrichment Real-time data enrichment signals are only valuable when they can be used at the moment decisions are made. We bring timely, trustworthy signals into the programmatic workflow so your campaigns can respond to current conditions. As the market changes, marketers need identity and data partners that protect control, preserve choice, and make trusted data usable across the full programmatic workflow. Connect with us to discuss how real-time data enrichment can support your programmatic strategy. Contact us 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 What is real-time data enrichment in programmatic advertising? Real-time data enrichment is the process of computing derived signals during the bid request process, before an ad placement decision is made. In programmatic advertising, it helps bidding systems use current signals, such as identity attributes, cohort scores or context flags, instead of relying only on delayed inputs. How does real-time data enrichment help media buyers? Real-time data enrichment helps media buyers make bid decisions with fresher, more consistent signals. That can improve how campaigns respond to demand shifts, seasonal patterns, inventory changes, and conversion behavior. Why does real-time data enrichment matter for agentic media buying? Real-time data enrichment matters for agentic media buying since autonomous agents need current, reliable signals to make sound decisions. If the signals are stale or incomplete, agents can miss changes in demand, inventory, or audience behavior that affect campaign outcomes. How does Experian help with real-time data enrichment? Experian’s identity foundation helps marketers resolve and validate the signals that support real-time data enrichment. Experian’s data, privacy-forward approach, and integrations with more than 200 media partners help marketers activate addressable audiences and connect programmatic decisions to measurable outcomes. Latest posts

Brands have spent years strengthening identity. That was the right move. A stronger identity foundation gives marketers a better chance to understand people, shape audiences, and connect media to outcomes. Yet I see many teams hit the same wall after that work is done. Performance breaks at activation. I think of it as the activation gap. It’s the distance between knowing who you want to reach and being able to act on that intelligence across channels in a privacy-safe, measurable way. For many brands, identity is stronger than it was a few years ago. The challenge now is carrying that signal cleanly from data into execution, and from execution into outcomes. Identity was the first step For a long stretch, the industry was focused on rebuilding identity. That made sense. Marketers needed a more durable foundation for audience strategy, activation, and measurement. Now the market is in a different phase. First-party data can’t stop at organization in a CRM, it has to be usable in market as an addressable audience that can move across digital, TV, social, and commerce environments. That shift sounds straightforward. In practice, this is where the process starts to break down. A pharma brand may already have patient or consumer records, onboarding capability, and audience segmentation. It may be able to launch awareness messaging in a few channels. The harder part is turning that foundation into a connected strategy it can carry into market from start to finish. That has direct implications for growth. When signal degrades between planning and execution, media becomes less efficient, optimization slows down, and it gets harder to connect audience decisions to business results. The gap is operational Closing the gap starts with making identity usable in market, not just accurate on paper. A pharma marketing team may know which audiences it needs to reach, have a view of likely demand, and know which channels are in play. None of that creates value if the path from audience creation to activation is disconnected. Modern marketing should be judged by connected execution. Data has to move cleanly into activation. Activation has to stay close enough to measurement so teams can unify cross-channel exposure, build a clearer view of consumer behavior, and connect campaign exposure back to outcomes with more accuracy in near real-time. That’s the part many organizations are still working through. They’ve invested in the foundation. The system above it still feels too fragmented to carry signal from start to finish. Complex markets raise the stakes This pressure is even more visible in regulated categories. In health and finance, brands need more than audience access. They need privacy-safe activation, strong governance, and outcome visibility that can stand up to scrutiny. They need a way to carry audience intelligence across environments without losing control of how that signal is used. In these categories, weak connections between identity, activation, and outcomes create hesitation, and hesitation is expensive. What closing the gap looks like Closing the gap starts with a fuller view of the consumer across channels. Most brands already have valuable first-party data. The challenge is whether they have enough insight to make it activation-ready. When identity, activation, and measurement work more closely together, brands can understand not just who the consumer is, but how that person tends to engage and convert across channels. A consumer may be more likely to engage through streaming TV or digital video, then convert later online or in person. Those insights help brands build a more tailored outreach strategy by device and channel, shaping where they show up, how they sequence messages, and where they place the strongest conversion opportunity. Remove duplication across channels and ecosystems Look for an identity provider that supports accurate and scalable onboarding and resolution across environments, and that shows how identity graph distribution aligns to industry standards at the household and person level. In a multi-device world, that foundation also needs to support high-confidence deduplication to the person and household, especially in connected TV (CTV) and TV environments where devices are often shared and both activation and measurement depend on understanding those relationships. Find the best path to your audience Then make sure those insights can move into activation, supported by curation that helps brands find a more efficient path to reach those audiences, and connected measurement that can tie exposure back to outcomes. My view I’ve spent enough time around growth teams to know that the market rarely rewards brands for having the best data story in a conference room. It rewards the brands that can turn audience intelligence into action in market and see clearly what that action produced. That’s why I think the next separation point is activation. The teams that stand out will be the ones that can take signal from strategy into execution without losing fidelity, then connect that execution back to outcomes quickly enough to make better decisions while it still matters. That changes how I would evaluate a marketing operation. I would look less at how much data a brand has collected and more at whether that data can travel. Identity still matters. The difference now is that identity alone will not create growth. Growth comes from carrying signal all the way through activation and into outcomes, with enough clarity to know what’s working and enough confidence to act on it. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. 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Why does auto marketing need to adapt to changing buyer behavior? Auto buying used to follow a more predictable path. A shopper chose a brand, narrowed it down to a model, visited a dealership, and bought within a familiar budget. That is no longer the case. Today, 53% of buyers consider three or more brands, and brand loyalty has dropped below 50%. At the same time, 62% of consumers say owning or leasing a vehicle is becoming too expensive, shifting many toward used and certified pre-owned options. Some are even delaying purchases, while higher-income households now account for the majority share of new vehicle sales. These shifts are happening before a dealership visit, even though nearly 90% of purchases still take place within a 50-mile radius of home.  What challenges are shaping auto marketing today? Auto performance today is shaped by three connected challenges: Brand loyalty is breaking down as more buyers consider multiple brands Affordability is reshaping the buyer profile Disconnects between marketing and the buying experience can lead to lost sales Experian Audiences help address these shifts by identifying who is likely to switch or stay loyal, aligning audiences to price ranges and vehicle types, and ensuring campaigns reflect real inventory and pricing, so the experience stays consistent from first interaction through conversion. You can find the full taxonomy paths in the appendix. 1. How is brand loyalty changing in auto buying? Brand loyalty among auto buyers is declining as more shoppers consider multiple options and become open to switching. As a result, competition is happening earlier and more often in the decision process. For auto advertisers, this raises the stakes. In a market defined by switching, identifying and engaging potential brand loyalists is critical to protecting share, while also reaching buyers who are actively exploring alternatives. This creates two immediate opportunities and higher opportunities for brands. Loyalty isn’t a given anymore, so brands need to work harder to hold onto existing customers, showing up with the right message at the right time to prevent them from drifting. At the same time, buyers who once defaulted to the same brand are now actively exploring, creating a window to influence decisions and capture share from competitors. Experian Audiences you can activate to retain loyal buyers and engage likely switchers:  Retention audiences Auto Loyalists: BMW Auto Loyalists: Chevrolet Auto Loyalists: Ford Auto Loyalists: Honda Auto Loyalists: Toyota Switcher and conquest audiences Ownership Switchers > GM In Market Switchers > Jeep In Market Switchers > Luxury Ownership Switchers > PHEV In Market Switchers > Ram This is a sample of available audiences, with additional brands and segments available. How to use these audiences Use Auto Loyalists audiences to run retention and upgrade campaigns focused on trade-in value, new model features, and keeping existing drivers within your brand. Use In Market Switcher audiences to identify buyers actively comparing options and run conquest campaigns centered on price, fuel type, body style, and available inventory. 2. How is affordability reshaping the auto buyer profile? Affordability is influencing what auto buyers can realistically consider and whether they stay loyal or switch. New vehicle purchases are becoming concentrated among higher-income consumers, while the broader market is shifting toward used and certified pre-owned vehicles as buyers seek more accessible options. For advertisers, this means aligning campaigns not only to buyer interests, but also to buyer budgets.  Experian Audiences you can activate to reflect with buyer affordability: Income and demographic audiences Household Income Range $150000 Plus  Household Income Range $75000–$99999  Household Annual Income $50000–$74999  Millennial Household Income $500K-$999K Net Worth $1000000 Plus  New and luxury vehicle audiences In Market-Body Styles > Luxury Car In Market Switchers > Electric Luxury In Market-Make and Models > Auto Buyer Luxury Sports Mercedes Benz SL Class In Market-Make and Models > Auto Buyer Luxury Sedan Audi A6 Vehicle Lifestyle Loyalists > Auto Loyalists: Lexus Certified pre-owned (CPO) audiences NEW! In Market - Certified Pre-Owned > Acura CPO Buyers NEW! In Market - Certified Pre-Owned > Audi CPO Buyers NEW! In Market - Certified Pre-Owned > BMW CPO Buyers NEW! In Market - Certified Pre-Owned > CPO Buyers NEW! In Market - Certified Pre-Owned > Toyota CPO Buyers Used vehicle audiences NEW! In Market-Make and Models > Used Tesla EV Buyers NEW! In Market-Make and Models > Used Hyundai EV Buyers NEW! In Market-Make and Models > Used Volkswagen EV Buyers NEW! In Market-Make and Models > Used Acura Buyers NEW! In Market-Make and Models > Used Lexus Buyers How to use these audiences Use Household Income Range $150000 Plus and Net Worth $1000000 Plus to reach buyers more likely to stay in the new or luxury market, while Household Income Range $75000–$99999 and Household Annual Income $50000–$74999 help identify more price-sensitive buyers. Pair those lower income segments with audiences like NEW! In Market - Certified Pre-Owned > Toyota CPO Buyers to reach shoppers actively considering more affordable options, and contrast with higher-end signals like In Market Switchers > Electric Luxury to keep messaging relevant across the full affordability spectrum. 3. Why do gaps between marketing and the buying experience drive lost sales? Gaps between what buyers see advertised and what they experience at the point of sale can lead to lost business. In particular, when pricing, availability, or messaging differ, it can create frustration and lead to drop-off or switching. The focus here is consistency, ensuring what buyers see in ads accurately reflects the vehicles, pricing, and offers available when they are ready to buy. Experian Audiences are granular enough to help you match the specific vehicles, price points, and features you have for the buyers most likely to want them. Experian Audiences you can activate to align your inventory, pricing, and messaging with buyer demand at the point of sale: Inventory and price alignment audiences In Market-Vehicle Price > Vehicle price is 20K-30K In Market-Vehicle Price > Vehicle price is 30K-40K In Market-Vehicle Price > Vehicle price is 50K-75K Ownership and replacement timing Purchased in last 13-24 months Vehicle age is 0-5 years Vehicle age is 11 plus years Vehicle type and preference In Market-Fuel Type > Electric Luxury Ownership-Fuel > Hybrid In Market-Body Styles > Minivan In Market-Body Styles > Sports Car In Market-Body Styles > SUV and CUV In Market-Body Styles > Truck How to use these audiences Use price-based audiences (20K–30K, 30K–40K, 50K–75K), vehicle age (0–5 years, 11+ years), and body style or fuel type to align campaigns with real inventory and buyer demand, so ads reflect what is actually available. How does local dealership influence impact purchase decisions? Even within a broader marketing structure, local dealerships play a defining role in final purchase decisions. While national and regional efforts drive awareness and consideration, local availability, inventory, proximity, and offers ultimately determine where buyers convert. For local retailers, marketing should: Reflect local inventory and pricing Target high-intent buyers in specific markets Align messaging with what is available nearby Experian supports this by enabling location-based targeting tied to real demand and inventory conditions, with the flexibility to reach audiences at the national, regional, or local level. When are auto audiences most responsive to marketing? Auto audiences respond to a mix of seasonal demand, promotional cycles, and real-world events that shape how and when people buy. Timing matters as much as targeting, especially in a market where purchase decisions are flexible and influenced by external factors. Summer driving season and early promotional peaks Late spring through early summer marks a key shift in auto shopping behavior. As travel and outdoor activity increase, buyers focus on practical needs, looking for SUVs, trucks, and vehicles suited for longer trips and group travel. This period also overlaps with early promotional moments like Memorial Day and Fourth of July, when incentives can accelerate decisions for buyers already in-market, while pulling forward demand from those who may have otherwise waited. Experian Audiences you can activate Retail Shoppers > Seasonal > Summer Sales Event Shoppers Publisher Derived > IAB Travel > Road Trip Travel Enthusiasts Labor Day, model-year closeouts, and year-end sales As the year progresses, demand becomes more promotion-driven. Labor Day introduces one of the most concentrated sales periods, followed by model-year closeouts and year-end clearance events. These windows are driven by pricing pressure, inventory turnover, and buyers looking for strong deals before new models arrive. Experian Audiences you can activate Mobile Location Models > Visits > Auto Dealerships Retail Shoppers > Seasonal > Labor Day Shoppers Sustainability and cost-driven moments Moments like Earth Day, events causing rising fuel costs, or broader conversations around efficiency can quickly shift buyer priorities. Interest in electric, hybrid, and fuel-efficient vehicles often increases during these periods, though motivations vary across audiences. Experian Audiences you can activate Autos, Cars and Trucks > In Market-Fuel Type > Electric Publisher Derived > IAB Budgeting > Frugal Living and Savings Focused Households Autos, Cars and Trucks > In Market-Fuel Type > MPG Conscious 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 are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals. 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. Explore some of our Partner Audiences that complement Experian Audiences across key auto use cases, with flexible activation through Experian’s data marketplace or leading activation platforms. 33Across Auto > Auto Insurance Auto > Foreign Auto Alliant Automotive > In-Market > Multi-Car Owner In-Market for New Car Automotive > In-Market > In-Market for Financing AnalyticsIQ Automotive > In Garage > Number of Vehicles Owned > 3 or More Cars Owned Automotive > In Market > Buyer Type > Safety Conscious Buyers Automotive > In Garage > Average Mileage Put on Vehicles Per Year > 10,000 to 14,000 Miles on Vehicle Automotive > In Garage > Frequent Gas Spenders Attain Insurance > Auto Insurance > In-Market for New Insurance > Yes, I plan to get a car or will need new car insurance soon. Automotive > Psychographics/Survey > What are your thoughts on electric vehicles? > I don't own one, but I'm interested in buying an electric vehicle Insurance > Auto Insurance > Geico Automotive > In-Market > Autoservice & Repair Shops > DIY 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. For a full list, download our syndicated audiences guide. Reach auto buyers based on real-world purchase behavior with Experian Audiences From increased switching to affordability constraints and the need to align messaging with real inventory, auto demand is shaped by how buyers make decisions across the journey. Experian Audiences help marketers respond to these challenges by identifying who is likely to switch or stay loyal, aligning campaigns to what buyers can realistically afford, and connecting high-intent shoppers with relevant inventory and local dealerships. Connect with our audience experts 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. Where can Experian Audiences be activated? You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs. Can I combine Experian data with my own first-party data? Yes, 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. Appendix Retention audiences Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: BMW Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: Chevrolet Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: Ford Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: Honda Autos, Cars and Trucks > Vehicle Lifestyle Loyalists > Auto Loyalists: Toyota Switcher and conquest audiences Autos, Cars and Trucks > Ownership Switchers > GM  Autos, Cars and Trucks > In Market Switchers > Jeep Autos, Cars and Trucks > In Market Switchers > Luxury Autos, Cars and Trucks > Ownership Switchers > PHEV Autos, Cars and Trucks > In Market Switchers > Ram Income and financial audiences Demographics > Household Income > Household Income Range $150000 Plus  Demographics > Household Income > Household Income Range $75000–$99999  Financial > Household Annual Income $50000–$74999  Demographics > Household Income (HHI) > Millennial Household Income $500K-$999K Consumer Financial Insights > Net Assets Score > Net Worth $1000000 Plus  New and luxury vehicle audiences Autos, Cars and Trucks > In Market-Make and Models > Auto Buyer Luxury Sedan Audi A6 Autos, Cars and Trucks > In Market-Make and Models > Auto Buyer Luxury Sports Mercedes Benz SL Class Vehicle Lifestyle Loyalists > Auto Loyalists: Lexus Autos, Cars and Trucks > In Market Switchers > Electric Luxury Autos, Cars and Trucks > In Market-Body Styles > Luxury Car Certified pre-owned (CPO) audiences Autos, Cars and Trucks > In Market - Certified Pre-Owned > Acura CPO Buyers Autos, Cars and Trucks > In Market - Certified Pre-Owned > Audi CPO Buyers Autos, Cars and Trucks > In Market - Certified Pre-Owned > BMW CPO Buyers Autos, Cars and Trucks > In Market - Certified Pre-Owned > CPO Buyers Autos, Cars and Trucks > In Market - Certified Pre-Owned > Toyota CPO Buyers Used vehicle audiences Autos, Cars and Trucks > In Market-Make and Models > Used Tesla EV Buyers Autos, Cars and Trucks > In Market-Make and Models > Used Hyundai EV Buyers Autos, Cars and Trucks > In Market-Make and Models > Used Volkswagen EV Buyers Autos, Cars and Trucks > In Market-Make and Models > Used Acura Buyers Autos, Cars and Trucks > In Market-Make and Models > Used Lexus Buyers Inventory and price alignment audiences Autos, Cars and Trucks > In Market-Vehicle Price > Vehicle price is 20K-30K Autos, Cars and Trucks > In Market-Vehicle Price > Vehicle price is 30K-40K Autos, Cars and Trucks > In Market-Vehicle Price > Vehicle price is 50K-75K Ownership and replacement timing Autos, Cars and Trucks > Ownership-Vehicle Age > Purchased in last 13-24 months Autos, Cars and Trucks > Ownership-Vehicle Age > Vehicle age is 0-5 years Autos, Cars and Trucks > Ownership-Vehicle Age > Vehicle age is 11 plus years Vehicle type and preference Autos, Cars and Trucks > In Market-Fuel Type > Electric Luxury Autos, Cars and Trucks > Ownership-Fuel > Hybrid Autos, Cars and Trucks > In Market-Body Styles > Minivan Autos, Cars and Trucks > In Market-Body Styles > Sports Car Autos, Cars and Trucks > In Market-Body Styles > SUV and CUV Autos, Cars and Trucks > In Market-Body Styles > Truck Summer driving season and promotional peaks Retail Shoppers > Seasonal > Summer Sales Event Shoppers Publisher Derived > IAB Travel > Road Trip Travel Enthusiasts Labor Day, model-year closeouts, and year-end sales Mobile Location Models > Visits > Auto Dealerships Retail Shoppers > Seasonal > Labor Day Shoppers Sustainability and cost-driven moments Autos, Cars and Trucks > In Market-Fuel Type > Electric Publisher Derived > IAB Budgeting > Frugal Living and Savings Focused Households Autos, Cars and Trucks > In Market-Fuel Type > MPG Conscious Latest posts

What challenge was American Home Shield trying to solve with audience curation? American Home Shield (AHS) wanted to reach people in-market for home warranty products with greater accuracy and efficiency. They wanted to improve targeting, personalize campaigns across channels, and reduce cost per action (CPA). For acquisition-focused brands, audience curation can improve both media efficiency and business outcomes. AHS, a pioneer in the home warranty industry, worked with Audigent, a part of Experian, to segment and target in-market home warranty audiences more effectively through Experian Curated Deals. AHS's goals Better understand online audiences through improved targeting Segment and personalize campaigns more efficiently across channels Reach people in market for home warranty products more effectively Improve CPA How did Experian use audience curation for American Home Shield? Experian used audience curation to help AHS better identify, understand, and target online audiences in-market for home warranty products. Our audience curation approach gave AHS real-time performance insight and a more efficient way to act on what was working during the campaign. Using Audigent data, AHS identified a focused set of audience segments including: Consumers in-market for home warranty or protection DIYers New homeowners Parents Real estate buyers and sellers What audience curation approach did American Home Shield use? We applied three audience curation methods to help AHS reach relevant audiences across audio, display, and online video. This mix gave AHS broader coverage and a clearer read on which curated audiences and activation methods supported stronger acquisition efficiency. Our audience curation strategy included three methods: Contextual-based Predictive Indexed Audience-based Fallon, AHS's agency, played a critical role in shaping AHS’s audience curation strategy, media activation, and real-time optimization across channels. What results did American Home Shield see from audience curation? AHS improved acquisition efficiency and gained a stronger understanding of audience performance. Our audience curation approach helped AHS identify which curated segments delivered better results and supported more efficient media decisions. "Partnering with Audigent, a part of Experian, feels like working with a true extension of our own team. They are deeply engaged in campaign performance and collaborate closely with our media agency to optimize in real time. Through testing curation with Audigent, we have improved CPA efficiency while also gaining meaningful business efficiencies. We now have a clear understanding of which segments perform best and why, unlocking new value for our home warranty products.”Andrea Steele, Director, Media & Marketing Experian Curated Deals produced measurable gains across performance and operational efficiency, including: 18% overall improvement in CPA efficiency 3.7x more cost-efficient streaming audio than AHS’s pre-partnership benchmarks 28% lower cost for AHS prospecting display versus pre-partnership benchmarks Explore more examples of how brands are driving performance with Experian Windstar Cruises Leading athletic retailer Swiss Sense Pet brand Download our full case study with American Home Shield AHS partnered with us to segment and target in-market home warranty audiences more effectively through audience curation. Our innovative approach to curation forms the backbone of AHS’s goal of driving acquisition across online media. Download now Contact us About American Home Shield As a pioneer in the home warranty industry, American Home Shield (AHS) serves millions of customers across the U.S. and operates under the Frontdoor, Inc. umbrella. FAQs How did audience curation help American Home Shield improve CPA efficiency? Audience curation helped American Home Shield (AHS) focus media investment on in-market home warranty audiences across display, online video, and audio. Our approach gave the AHS team greater visibility into segment performance and improved CPA efficiency by 18%. Audience curation means combining audience data, inventory, and optimization into a single activation approach. Experian used audience curation to help AHS activate relevant segments more efficiently and understand which audiences were driving stronger acquisition results. How does Experian help brands use audience curation across channels? Experian helps brands apply audience curation by connecting audience strategy, activation, and optimization across media environments. That gives marketers a clearer way to compare curated audience performance, refine segment choices, and improve efficiency across channels. Why does audience curation matter for acquisition campaigns? Audience curation matters because it helps marketers align audience data and media placement more intentionally. That gives teams a clearer view of which audiences and environments are contributing to performance, enabling more informed future acquisition decisions. What are Experian Curated Deals? Experian Curated Deals unify premium data and premium inventory into optimized private marketplaces designed for performance. Delivered as simple Deal IDs, Curated Deals enrich bidstreams with real-time, privacy-safe signals and apply supply path optimization to improve efficiency and campaign outcomes. Latest posts

Healthcare organizations have invested heavily in digital engagement over the past decade. Patient portals. CRM platforms. Campaign automation. Consumer data platforms. And yet, personalization in healthcare still feels stuck. Outreach is often generic. Preventive care reminders go unopened. Screening campaigns underperform. Value based care programs struggle to engage the very patients they are designed to support. I hear a version of the same frustration from health system and life sciences leaders. Their engagement stack keeps expanding, but their impact on the patient experience remains limited. While many healthcare organizations have abundant data, most have an identity and context gap. Personalization stalls when identity never moves beyond the EHR A diagnosis tells you what care is needed, but it doesn't tell you how to reach someone, when they are most receptive, or what barriers might prevent follow-through. When identity stops at the electronic health record (EHR), engagement becomes a series of educated guesses about a real person’s needs, preferences, and circumstances. Patients don't live inside the EHR Consider how most preventive outreach works today. A patient leaves the hospital with instructions and a recommended follow-up appointment, and the system triggers a standard sequence of reminders. The intent is right. The execution is usually constrained by missing context. Will they see the message in the channel you chose? Is a caregiver involved in coordinating next steps? Is the barrier logistics, or clarity on what to do next? These factors determine whether follow-up happens. They also determine whether “personalization” actually feels personal, or just automated. In other industries, personalization advanced by connecting transactional data with behavioral and household context. In healthcare, those signals remain separate to protect patient data, often resulting in a disconnect between strong clinical insights and effective patient engagement. Connecting the dots is the hard part There's a common narrative that healthcare needs more data to improve personalization. In practice, the bigger challenge is connecting what you already have in a way teams can trust. Identity, preference, household context, and engagement history often live in different systems, and they rarely resolve cleanly to a usable profile. A privacy-safe identity foundation changes that. When organizations can link records across sources with strong match discipline, governance, and tokenization, they can turn fragmented data into more relevant decisions without exposing more than is necessary. Watch our Q&A with Cristin Liberatore from IQVIA Digital on healthcare marketing Download our 2026 State of advertising report Watch all Q&A videos with our partners How we approach this at Experian At Experian, this is the lens we use: Predict Build an AI-ready data foundation from first-party data, then enrich it responsibly so models and segmentation reflect patient and consumer context. Activate Reach people in the channels they actually use, using privacy-safe identity, tokenized activation, and governance that supports compliant engagement in regulated environments. Connect Keep identity consistent across channels, so communications feel relevant and coordinated, not repetitive or fragmented, while maintaining compliance in a tokenized or de-identified fashion. Prove Tie engagement back to meaningful outcomes using our identity spine, so teams can learn what reduces friction and improves follow-through. What privacy-safe identity makes possible in regulated patient engagement In regulated categories, accuracy, governance, and privacy are non-negotiable. That’s why I push teams to think about identity as infrastructure, because people move, households change, and preferences shift. At Experian, that infrastructure includes: Marketing Attributes and Enrichment: Adding context to first-party data so planning and decisioning reflect the person you’re trying to reach. Offline and Digital Graphs: Connect identity across touchpoints so experiences stay consistent as people move between channels. First-Party Onboarding and data marketplace: Activate consented consumer and patient data across digital environments in a privacy-safe way. Our data marketplace extends that strategy with third-party partner segments, improving your personalization efforts to encourage a more proactive approach to healthcare. Curated Deals: Support upper-funnel awareness by aligning audience insight with higher-quality inventory in environments that can improve visibility, context, and campaign efficiency. Watch our healthcare marketing panel from CES 2026 Identity must come first in healthcare marketing Healthcare personalization has plateaued because engagement strategies have stayed too narrow and disconnected from the realities that shape follow-through. The next phase of healthcare engagement will be defined by organizations that treat identity and additional patient context as the foundation for decisioning, activation, and measurement. When identity connects to real-world context through privacy-safe, governed, and tokenized practices, outreach becomes more relevant, easier to receive, and easier to act on. About the author Kevin Dunn Chief Revenue Officer, Experian Kevin Dunn joins Experian Marketing Services with more than 20 years of leadership experience across marketing and advertising technology, most recently serving as Senior Vice President of Brands and Agencies at LiveRamp. In that role, he led growth across retail, CPG, travel, hospitality, financial services, and healthcare, overseeing new business, account expansion, and channel partnerships. Kevin is known for building cohesive, accountable teams and leading with optimism, clarity, and a strong sense of shared purpose. His leadership philosophy centers on empowering people, driving positive outcomes for clients and fostering a culture where teams can grow, take smart risks, and succeed together. Latest posts

Why does retail marketing need more than broad targeting? Retail marketing needs more than broad targeting because consumers no longer discover products in one place. Consumers move between social platforms, streaming TV, search engines, online marketplaces, and physical stores, often within the same purchase cycle. Online marketplaces like Amazon have become the primary research channel for 51% of consumers across the US, UK, and Canada, while social media now leads product discovery for 73% of Gen Z and 67% of millennials. Discovery is distributed, and it varies by generation. Channel presence alone doesn’t solve this complexity. Retailers need to understand: How consumers engage across channels Where they shop What categories they prioritize How much they are likely to spend To help retailers align strategy with how consumers discover and spend, we outline three core retail audience signals to consider and show how economic and seasonal signals shape activation decisions. Three retail audience signals marketers should use Retail performance is shaped by how consumers engage, where they shop, and what they buy. Experian Audiences help retailers consider all three signals together; channel engagement, retail channel loyalty, and purchase behavior, to build more informed activation strategies. You can find the full taxonomy paths in the appendix. What this signal represents Channel-defined retail engagers reflect consumers whose media habits shape how they discover products. In a fragmented environment, engagement behavior often determines where attention, and response, is most likely to occur. Social platforms in particular play an outsized role in discovery for younger consumers. More than two-thirds (67%) of U.S. consumers aged 16–24 say they have learned about a product through social media videos in their feeds. Younger cohorts, including Gen Z and Millennials, rely more heavily on digital platforms, both social and streaming, as part of their discovery and engagement behavior compared with older generations. Different consumers respond to different channels. Engagement signals help retailers prioritize the channels where attention is already established. Experian Audiences you can activate to reach channel-defined retail engagers: Baby Boomers Broadcast Cable TV Generation Z Streaming First Cord Cutter Households TikTok Users TV Ad Acceptor Households  What this signal represents Purchase environment loyalists reflect consumers who are defined by where they shop; whether online-only, in-store, or somewhere in between. A majority share of consumers (45%) still shop primarily in stores, while online sales still represent a growing share of overall retail activity, reflecting the ongoing importance of both physical and digital channels.  Many shoppers follow a hybrid path to purchase, with 55% visiting a retailer’s website before going to a physical store and 25% accessing it while shopping in-store, reinforcing the importance of omnichannel understanding. Mobile location and retail visitation signals help identify these purchase environment loyalists by connecting digital engagement to real-world shopping activity. By observing where consumers physically shop, in addition to how they browse online, retailers can segment audiences based on demonstrated channel loyalty. Experian Audiences you can activate to reach purchase environment loyalists: Big Box Shoppers Department Store Luxury High Spend Spenders Discount / Dollar Stores: Frequent Spenders Frequent In Store Buyer Households In-Store vs. Online: eCommerce Diehards Big Box and Club Stores: Amazon Frequent Spenders What this signal represents Purchase-driven retail planners reflect what consumers buy, and what they are likely to buy next. Past purchase behavior remains one of the strongest predictors of future spending. Research shows that repeat customers account for roughly 40% of a retailer’s revenue on average, despite representing a smaller share of total customers. These signals allow retailers to prioritize consumers based on demonstrated category demand and discretionary spend.  Experian Audiences you can activate to reach purchase-driven retail planners: Frequent Children's Product Buyers Health and Nutrition Buyer Households High Spending Beauty Buyers High Spending Electronics and Appliance Households Housewares and Home Decor Buyer Households Sporting Goods Frequent Spenders How to layer retail audiences for stronger performance Retail marketers can layer retail audiences for stronger performance by bringing together engagement, shopping behaviors and purchase patterns, these signals are most effective when layered. A household might discover products through social or streaming, prefer to purchase primarily in-store, and over-index on specific categories like beauty, apparel, or electronics. Considering these dimensions together allows retailers to align creative, channel mix, and timing with both shopping mindset and spending capacity. For example: Combine Streaming First Cord Cutter Households with eCommerce Diehards to prioritize digital-first campaigns. Layer Social Media Heavy Users with High Spending Beauty Buyers to align discovery environments with demonstrated category demand. Pair Department Store Luxury High Spend Spenders with discretionary category buyers for premium launches. Activate Discount / Dollar Stores: Frequent Spenders alongside Frequent Children's Product Buyers during key seasonal moments. By combining channel-defined retail engagers, purchase environment loyalists, and purchase-driven retail planners, retailers can move beyond single-variable targeting and build campaigns grounded in how consumers engage, shop, and spend. Prioritizing growth in a polarized spending environment Prioritizing growth in a polarized spending environment starts with recognizing how concentrated retail spend has become, with roughly 20% of consumers accounting for nearly 60% of total spending. At the same time, more shoppers are trading down to discount formats and private labels, including households earning over $100,000 annually. Retailers must defend premium margin while competing for value-driven share, often within the same campaign window. Defending and growing high-value consumers Higher-spending consumers can be identified through income tiers, investable asset indicators, premium credit card usage, and elevated category-level spend. These signals support premium product launches, loyalty reinforcement, and cross-category expansion. Prioritizing these audiences helps retailers protect margin and focus investment on consumers driving disproportionate revenue. Competing in a value-driven environment Deal seekers, coupon users, discount frequenters, and predictive bargain shoppers represent meaningful share opportunities. Targeted promotional strategies allow retailers to compete on value without eroding premium positioning among higher discretionary tiers. When are retail audiences most receptive to outreach? Retail audiences are most receptive to outreach with seasonal retail moments that influence urgency and purchase intent, making timing as important as targeting. Back-to-school and family-driven spend Back-to-school season concentrates on spending among consumers with children. Frequent children’s product buyers and mall visitors often show increased activity during this period. Retailers can align apparel, electronics, and supply campaigns with these signals to capture concentrated demand. Explore our back-to-school retail audiences Prime Day, promotional peaks, and deal behavior Major promotional events such as Prime Day and Black Friday drive heightened engagement among deal seekers, coupon users, and discount frequenters. Layering purchase predictors with value-oriented audiences helps retailers focus promotions on consumers most likely to respond. See the digital behaviors shaping 2026 See Black Friday retail audience insights  Holiday promotions Holiday periods often combine premium gifting with value-driven deal activity. Luxury department store shoppers and high discretionary category buyers may respond to premium creative, while discount shoppers prioritize event-driven promotions. Seasonal signals help retailers time outreach around predictable shifts in shopping behavior. Discover our recent 2025 Holiday shopping spending trends and insights Explore our holiday audiences 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 are available at over 200 leading activation platforms, including programmatic, social, TV destinations, and can be curated alongside premium inventory through Curated Deals. 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. Explore some of our Partner Audiences that complement Experian Audiences across key retail use cases, with flexible activation through Experian’s data marketplace or leading activation platforms. Alliant Brand Propensities > Kids Products > Happiest Baby Buyer Propensity Social Propensities > DIY and Crafts > TikTok - DIY Influencers Attain Transaction Data > Past Purchases > Retail > Online Marketplaces Retail > Home Improvement > The Home Depot Kontext In-Market > Health & Beauty > Personal Care > Cosmetics > Makeup > Lip Makeup Shoppers > Home & Garden > Kitchen & Dining > Kitchen Tools & Utensils 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. For a full list, download our syndicated audiences guide. Activate in commerce-driven environments Retail audience strategies are most effective when deployed in environments where discovery and purchase converge. Experian’s retail transaction and predictive audiences are available through our data marketplace and can be combined with partner data to build tailored segments aligned to category spend, shopping mindset, and channel receptivity. These audiences can be activated across commerce-driven and social environments, including Amazon, TikTok, and Curated Deals, allowing brands to align precision targeting with high-intent retail environments. By connecting audience intelligence to where consumers are actively browsing and buying, retailers can move from a segmentation strategy to measurable performance. Reach consumers based on real-world retail behavior with Experian Audiences From social-driven discovery to in-store visitation and category-level spend, retail growth is shaped by behavior. Experian Audiences help retailers reach consumers using signals tied to how they actually engage, shop, and spend, supporting programs aligned with real-world retail patterns. Connect with our audience experts 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. Where can Experian Audiences be activated? You can activate Experian Audiences across 200+ digital and connected TV (CTV) platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs. Can I combine Experian data with my own first-party data? Yes, 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. Appendix Channel-Defined Retail Engagers Consumer Behaviors > Generational Segments > Baby Boomers TrueTouch: Communication Preferences > Engagement Channel Preference > Broadcast Cable TV Consumer Behaviors > Generational Segments > Generation Z Television (TV) > Household/Family Viewing > Streaming First Cord Cutter Households Lifestyle and Interests (Affinity) > Personas (US) Social Media > TikTok Users Television (TV) > Ad Avoiders/Ad Acceptors > TV Ad Acceptor Households Purchase Environment Loyalists Mobile Location Models > Visits > Big Box Shoppers Retail Shoppers: Purchase Based > Shopping Behavior > Department Store Luxury High Spend Spenders Retail Shoppers: Purchase Based > Shopping Behavior > Discount / Dollar Stores: Frequent Spenders Purchase Transactions > Shopping > Frequent In Store Buyer Households Retail Shoppers: Purchase Based > Shopping Behavior > In-Store vs. Online: eCommerce Diehards TrueTouch: Communication Preferences > Purchase Behavior > Wholesale and Big Box Store Shoppers Purchase-Driven Retail Planners Purchase Transactions > Childrens Purchases > Frequent Children's Product Buyers Purchase Transactions > Health and Fitness > Health and Nutrition Buyer Households Purchase Transactions > Cosmetics and Beauty Products > High Spending Beauty and Personal Care Buyers Purchase Predictors > Shoppers All Channels > High Spending Electronics and Appliance Households Purchase Transactions > Household Goods > Housewares and Home Decor Buyer Households Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Sporting Goods Frequent Spenders Alliant Brand Propensities > Kids Products > Happiest Baby Buyer Propensity Social Propensities > DIY and Crafts > TikTok - DIY Influencers Attain Transaction Data > Past Purchases > Retail > Online Marketplaces Retail > Home Improvement > The Home Depot Kontext In-Market > Health & Beauty > Personal Care > Cosmetics > Makeup > Lip Makeup Shoppers > Home & Garden > Kitchen & Dining > Kitchen Tools & Utensils Latest posts