At A Glance
Experian has launched a new data marketplace that brings identity, interoperability, and addressability into one activation-ready platform. Built on verified offline and digital identity, it supports consistent audience activation across CTV, display, and mobile. Marketers and platforms gain broader reach and strong match rates.As marketers face growing signal fragmentation, Experian has launched a data marketplace that brings addressability, interoperability, and identity resolution into one activation-ready platform.
Download the overview to see how our data marketplace connects high-quality identity to scalable activation across all screens.
Why does cross-channel audience consistency matter?
Marketers plan campaigns to reach people wherever they watch, browse, and engage. Consistent identity allows those plans to carry across screens without fragmentation.
Experian’s data marketplace starts with identity. Our data marketplace is built on our best-in-class identity graph which includes 126 million U.S. households, 250 million individuals, and more than four billion active digital IDs. This foundation supports reliable audience connections across channels and devices.
What distinguishes Experian’s data marketplace?
Experian connects the entire ecosystem — TV operators, programmers, supply-side platforms (SSPs), demand-side platforms (DSPs), and brands — with activation-ready audiences that drive measurable performance. Buyers can access data from retail, CPG, healthcare, B2B, location intelligence, and more.
Our audiences are built on verified offline data, which means they’re grounded in real-world accuracy, not just digital assumptions. When you activate through our marketplace, you:
- Reach relevant audiences across screens
- Maintain accuracy at scale
- Support addressability as media environments evolve
Whether you’re running a campaign on connected TV (CTV), mobile, or display, we help you show up in the right place, to the right person, at the right time.
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“Experian has been a longstanding partner of DISH Media, and we’re excited to be an early adopter of their marketplace which leverages the foundation of their identity solutions to ensure maximum cross-channel reach as we look to expand the breadth and depth of data we use for addressable TV.”
DISH MediaKemal Bokhari, Head of Data, Measurement & Analytics
Want a quick overview of Experian’s data marketplace?
Watch our video for a quick overview of how Experian’s data marketplace works.
How does Experian’s data marketplace support buyers, sellers, and platforms?
Our data marketplace streamlines how teams plan, distribute, and activate data. Buyers and sellers align workflows while maintaining scale and accountability. Here’s how it delivers:
Enhances addressability and match rates
All audiences delivered from our marketplace benefit from our best-in-class offline and digital identity graphs, which ensure addressability across all channels like display, mobile, and CTV. Unlike other data marketplaces, Experian ensures all identifiers associated with an audience have been active and are targetable, improving the accuracy of audience planning.
Simplifies audience planning and distribution for TV Operators
TV operators can build custom audiences matched directly to their subscriber footprint and distribute them across all advanced TV channels (data-driven linear, addressable, digital, and CTV) for maximum impact.
Reintroduces choice within the data marketplace ecosystem
With the departure of Oracle’s advertising business, the optionality for buyers and sellers to connect with third-party data has become increasingly limited. With Experian’s data marketplace, we’re excited to offer a new solution to the market that ensures data-driven targeting can continue to take place at scale.
Reduces activation costs
Experian’s data marketplace offers transparent, pass-through pricing with no additional access fees, enabling partners to maximize their earnings while reducing costs.
Expands audience diversity and scale
Platforms can access a broad range of audiences across top verticals from our partner audiences, which can be combined with 3,500+ Experian Audiences. This offers the flexibility, reach, and scale necessary to effectively execute advertising campaigns.
Which data partners participate in Experian’s data marketplace?
Our data marketplace includes premium data from partners such as Alliant, Attain, Circana, Dun & Bradstreet, and more. Buyers activate these audiences alongside Experian Audiences within one workflow.
“Circana and Experian have enjoyed a deep partnership for over a decade. We are exceedingly excited to extend our partnership and be an early adopter and launch partner of the Experian data marketplace. This additional capability will enable the ecosystem to more easily access Circana’s purchase-based CPG and General Merchandise (for example Consumer Electronics, Toys, Beauty, Apparel etc.) audience segments to drive performance outcomes across all media channels.”
CircanaPatty Altman, President, Global Solutions
“Capturing the attention of target audiences across channels is critical for marketers navigating an increasingly connected digital world. We are excited to be an exclusive provider of B2B solutions within Experian’s marketplace, helping brands and media agencies to accelerate their reach, addressability and targeting capabilities across TV, mobile and connected TV channels.”
Dun & BradstreetGeorgina Bankier, VP of Platform Partnerships
How Yieldmo drove in-store traffic for an athletic retailer with Experian’s data marketplace
Yieldmo, a leading SSP known for its AI-powered creative formats and privacy-forward inventory, partnered with Experian to support an athletic retailer focused on in-store traffic during key sales periods. The team identified high-intent shoppers and activated them across channels.
Using our data marketplace, Yieldmo combined Experian Audiences with partner segments from Alliant, Circana, Webbula, and Sports Innovation Lab. This approach allowed the team to:
- Identify in-store and conquest segments quickly
- Combine first- and third-party audiencesin one place
- Improve match rates and cross-channel addressability
- Deliver measurable foot traffic lift
“Experian’s data marketplace fills a critical gap, letting us quickly search by brand, build smarter conquest segments, and activate audiences fast. The platform is flexible and the support is hands-on and reliable.”
YieldmoAbby Littlejohn, Director of Sales Planning
The campaign delivered faster setup, tailored audiences, and strong in-store performance with less manual effort.
Get started with Experian’s data marketplace
Experian’s data marketplace, easily accessible from our Audience Engine platform, brings unparalleled addressability, enabling our clients to reach more relevant consumers and increase revenue.
Talk to our team if you’re interested in learning more about our new data marketplace or becoming an active buyer or seller, or download our overview to learn more.
FAQs
Experian’s data marketplace is a centralized, activation-ready platform that allows TV operators, programmers, supply partners, and demand platforms to access and activate high-quality, privacy-compliant audiences across CTV, mobile, and display. It supports both first-party onboarding and third-party audience activation.
The Experian data marketplace is built for TV operators, programmers, supply partners, and demand platforms looking to improve audience targeting, match rates, and addressability across fragmented digital environments.
The Experian data marketplace offers a mix of Experian proprietary audiences and third-party data partner segments across verticals like retail, CPG, B2B, healthcare, financial services, and location intelligence. Users can activate over 3,500 Experian Audiences and premium partner segments from providers like Alliant, Attain, Circana, Dun & Bradstreet, Webbula, and more.
Experian’s data marketplace is powered by our identity graphs which are rooted in verified offline data, spanning 126 million U.S. households, 250 million individuals, and over four billion active digital identifiers. This foundation ensures that audiences are accurate, actively targetable, and optimized for high match rates across CTV, mobile, and display platforms.
Yes. All data in the Experian data marketplace is subject to Experian’s rigorous partner review process to ensure compliance with federal, state, and local consumer privacy regulations. Privacy and data stewardship are foundational to our data marketplace’s design.
Experian’s data marketplace stands out for its focus on audience accuracy, partner integration, privacy compliance, and deep identity expertise. Here’s how we’re different:
– Accurate audience planning: Unlike many other marketplaces, Experian ensures that all identifiers tied to an audience are verified as active and targetable — improving match rates and reducing waste.
– Seamless partner audience integration: In one platform, you can activate Experian Audiences alongside premium segments from our growing partner network — including Alliant, Attain, Circana, and more.
– Privacy and compliance built in: Every partner and audience goes through Experian’s rigorous review process to meet federal, state, and local consumer privacy laws — so you can activate with confidence.
– Trusted identity foundation: Experian’s identity graph is grounded in decades of offline data expertise, powering more reliable targeting and activation than marketplaces built solely on digital signals.
You can download the overview to explore the capabilities, or contact our team to become an active buyer or seller. The Experian data marketplace is available through Experian’s Audience Engine platform.
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in adtech. Today’s interview is with Georgia Campbell, Head of Strategic Partnerships at Kontext. What types of audiences does Kontext provide, and what are some top use cases for these insights in marketing strategies? Kontext leverages its 1st-party, deterministic shopping data to generate real-time online audiences. What sets Kontext apart is our ability to see the entire consumer journey, from shopping interest to intent and purchases, at a SKU-level. This comprehensive visibility allows us to create purchase-based audiences across various consumer verticals, such as frequent online shoppers, consumers shopping for beauty, segments using Mastercard, or Black Friday enthusiasts. Our data engine, built on a foundation of approximately 100 million consumer profiles and over 10 billion full-funnel, real-time shopping events, enables the creation of precise audience segments. This real-time 1st-party shopper data is invaluable for partners aiming to understand and engage with consumers more effectively. Whether a brand wants to activate past shoppers in a specific category or reach new audiences with a propensity to buy, Kontext provides the insights needed to make informed decisions. Some examples of audience types include these (and hundreds more): In-Market Shoppers: Consumers showing high intent to purchase specific categories, like skincare or electronics, based on recent online behavior. Past Purchasers: Shoppers who have made verified purchases within specific time frames, such as beauty products in the last 18 months. Frequent Shoppers: High-frequency buyers identified through repeated purchasing behaviors. Seasonal Shoppers: Consumers active during key shopping seasons, like Black Friday, Mother’s Day, Valentine's Day, etc Premium Buyers: Shoppers who used a premium CC (eg. Amex) and a higher AOV (average order value) Beauty Buyers: an audience that has indicated intent to purchase beauty products (deterministic past purchasers also avail) By using Kontext data, brands can identify the right audiences across multiple verticals, such as retail, CPG, health & wellness, auto, business, energy & utility, financial, and travel. Additionally, our collaboration with Experian allows further refinement of these audiences through layered data from specialty categories like demographics, lifestyle & interests, mobile location, and TV viewing habits. How is Kontext’s data sourced, and what differentiates it from other data providers? Kontext’s data is unique because it is deterministic, 1st-party, and collected as transactions occur. We capture the entire path-to-purchase, down to the SKU-level product detail, across 100 million consumer profiles and more than 10 billion real-time shopping events. Our proprietary technology, embedded in widgets across our 5 million premium online destinations, tracks the full consumer journey—from reading an article of interest to clicking on our dynamic commerce modules, adding items to cart, and completing purchases. This real-time data collection ensures there is no lag between digital events and their connection to consumer profiles. Unlike other providers, we do not aggregate data from multiple platforms; instead, we focus on building our models and insights based on authentic online consumer behavior. Our data stands out due to its: Deterministic Nature: We capture 1st-party data as transactions occur (all in real time) Full-Funnel Coverage: We capture consumer journeys from awareness to purchase, providing a complete view of consumer behavior. Real-Time Insights: Our data engine processes events in real-time, enabling timely and relevant marketing actions. How does Kontext ensure the accuracy and reliability of its audience data? Kontext ensures accuracy and reliability through our unique technology and direct data sourcing. By not aggregating data from other platforms, we maintain control over the quality and integrity of our insights. Our continuous investment in refining our models around online consumer behavior further enhances the precision of our audience data. What types of brands or verticals might resonate the most with Kontext audiences for activation? Any brand looking to understand and activate online shopping behavior – informed by 1st-party transaction data – will resonate with Kontext audiences. Essentially, any vertical that benefits from understanding real-time shopping behaviors, such as retail, health & wellness, auto, and financial services, will find our data invaluable. We have particularly strong insights in beauty, hair care, health & wellness, and values-based online shopping habits, as well as the food & beverage space. Retail & Consumer Goods: Leveraging shopping behavior data for targeted campaigns. Health & Wellness: Identifying consumers with specific health and wellness interests. Automotive: Targeting potential buyers of electric vehicles or eco-friendly products. Financial Services: Engaging high-value shoppers with premium credit card usage. And many more How does Kontext’s data help advertisers navigate the challenges posed by the deprecation of third-party cookies? As third-party cookies become less reliable, Kontext’s 1st-party data becomes invaluable. Our deterministic data engine, which does not rely on cookies, offers: Direct Consumer Insights: Accurate and consented data directly from consumer interactions. Privacy Compliance: Our data collection methods are fully compliant with privacy regulations, ensuring secure usage. Cross-Device Coverage: We use verified digital identifiers, allowing seamless unification and targeting across multiple devices. What measures does Kontext take to maintain data privacy and compliance, and how does this benefit advertisers? Data privacy and compliance are fundamental to Kontext. We meet or exceed all privacy compliance and security standards, ensuring that our data sourcing and usage are transparent and comply with regulations (CCPA, CPRA, VCDPA, etc). Kontext prioritizes data privacy and compliance through: Consented Data Collection: All data is collected with explicit consumer consent. Robust Security Protocols: Data is encrypted and secured with industry-leading practices. Compliance with Regulations: We adhere to global privacy laws, including GDPR and CCPA. User Control: Consumers have the ability to opt-out and manage their data preferences. Can you share success stories / use-cases where advertisers significantly improved their campaigns using Kontext’s data? To give you a sense of how Kontext data can be applied, here are two use-cases: Beauty Brand Campaign: An agency hoping to activate an audience of beauty purchasers for a Major Beauty Brand could utilize Kontext's custom audience of high-value beauty product purchasers. By targeting those consumers who had bought similar products in the last 12 months and had an average cart size of over $50, the campaign would significantly increase performance and ROAS. Electric Vehicle Launch: For a major auto manufacturer’s EV launch, Kontext could be used to identify eco-friendly consumers who had not yet purchased an EV but had shown interest in sustainable products. This precise targeting could lead to higher engagement and conversion rates for the campaign. Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Kontext, reach out for a personalized consultation. Contact us About our expert Georgia Campbell, Head of Strategic Partnerships, Kontext In her current role as Head of Strategic Partnerships at Kontext, Georgia plays a pivotal role in shaping the company's strategic direction within the data space. With a deep-seated expertise in leveraging data to drive impact for companies, Georgia has been forging key partnerships that enhance the effectiveness and reach of Kontext's offerings. Georgia comes from a background in emerging technology, where she has been focused on cultivating partnerships and employing data-driven approaches to spearhead market expansion efforts. She started her career in finance, managing investments across equity, debt, and alternative assets at Brown Advisory. In this Q&A, Georgia shares her insights on Kontext's Onboarding partnership with Experian, offering perspective on how Kontext's unique insights can unlock new opportunities for advertisers and brands alike. Latest posts
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