Marketing data and identity

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

Why does energy marketing need more than geography targeting? Energy usage doesn’t rise and fall evenly across a service area. Even within the same ZIP code, household electricity consumption can vary, driven by differences in household size, time spent at home, technology adoption, and lifestyle choices. While location influences climate exposure, behavior shapes how energy is ultimately consumed. Seasonal moments like peak summer usage and auto sales cycles create predictable shifts in household energy needs, while moments like Earth Day influence awareness and motivation. Experian Audiences help energy and utility marketers align outreach to these moments using observable, privacy-safe signals tied to how households live, without relying on meter data. To help energy marketers plan more effective, adaptable programs, we outline household energy behaviors then show a seasonal approach that turns those behaviors into timely opportunities for activation. You can find the full taxonomy paths in the appendix. Three core energy audience categories Who they are Smart energy optimizers are households aligned with cleaner and more efficient energy choices, supported by action-based signals tied to renewable interest and smart home adoption. Smart energy optimizers are more likely to invest in connected home technology and actively manage energy use. Approximately 14% of U.S. households now use a smart thermostat, while interest in renewable energy is also growing, with about one in five U.S. homeowners considering solar. Experian Audiences you can activate to reach smart energy optimizers Eco-sustainable Travel Environmentally Green Consumers Online Solar Energy System Intenders Original Traditionalists Shopping Behavior > Smart Greens Smart Home Security System Buyers How to use these audiences Activate Smart Greens and Environmentally Green Consumers for clean energy and renewable sourcing outreach. Activate Online Solar Energy System Intenders to reach households actively researching solar or adjacent solutions, and Smart Home Security System Buyers to align your messaging around connected home energy management and conservation. Who they are Alternative energy drivers are consumers whose transportation behavior reflects fuel efficiency and alternative energy awareness. Vehicle ownership and switching signals often reflect a broader household energy mindset. EV owners and alternative fuel drivers often charge at home, with ~80% of EV charging happens at home, linking transportation decisions directly to household energy use. This serves as useful signals for messaging around charging optimization, time-of-use rates, and home energy upgrades. Experian Audiences you can activate to reach alternative energy drivers In Market-Fuel Type > Electric CUV SUV In Market-Fuel Type > Electric Luxury In Market-Fuel Type > Electric Non-Luxury In Market-Fuel Type > MPG Conscious Ownership Switchers > Alternative Fuel Ownership Switchers > Electric Ownership Switchers > PHEV Ownership-Make and Models > Tesla Model S Ownership-Make and Models > Tesla Model X Ownership-Make and Models > Toyota Prius Prime How to use these audiences Activate Electric, Plug-in Hybrid Electric Vehicle (PHEV), and Alternative Fuel Ownership Switchers to align your outreach with households actively shifting vehicle types, a shift that often increases home electricity usage and introduces charging considerations. Layer Electric CUV SUV and Electric Non-Luxury audiences for broader EV adoption messaging and use Tesla and Prius Prime owners as indicators of energy-conscious household behavior. Who they are Persuadable energy planners are households open to energy messaging tied to usage, cost, or timing rather than sustainability alone. Persuadable energy planners often have higher in-home energy use driven by larger household size and more time spent at home. More than over 70% of U.S. households cite energy costs as a major concern, making them strong candidates for usage monitoring, rate plan education, and efficiency programs framed around savings and control. Beyond usage and rate education, persuadable energy planners may also be receptive to awareness-based outreach around assistance programs, budget management tools, or flexible payment options. Using privacy-safe household context, demographics, and geo-indexed indicators, energy providers can responsibly inform communities during periods of higher demand. Experian Audiences you can activate to reach persuadable energy planners At Home Retired and Empty Nester Households At-Home: Families at Home (kids under 13) At-Home: Families at Home (kids 13+) High Spending Business and Home Office Buyers Home Office Likely Home Based Businesses Non-Committal Environmentalists Undecided Environmentalists How to use these audiences Activate Undecided Environmentalists for usage-focused and rate plan messaging. Activate Non-Committal Environmentalists for education tied to household energy impact, monitoring tools, and cost transparency rather than sustainability-led framing. Layer the Home Office and At Home Retired and Empty Nester Households to reach households with sustained, always-on energy usage driven by daytime occupancy, work equipment, and connected devices, making them strong candidates for usage monitoring, time-based rates, and efficiency programs focused on cost control. When are energy audiences most receptive to outreach? Seasonal and cultural moments influence household attention, urgency, and motivation, making timing just as important as targeting. Peak summer usage: Cooling, occupancy, and smart energy During peak summer months, residential electricity demand rises sharply as cooling becomes the largest driver of household energy use. Air conditioning alone accounts for nearly one-fifth of total residential electricity consumption in the U.S., and roughly 87% of U.S. homes use air conditioning. But not all households contribute equally to peak demand. Household behavior plays a major role. Time spent at home, driven by remote or hybrid work and daily routines, along with household size, can increase cooling needs and baseline electricity demands. These dynamics make summer an ideal moment to engage households around efficiency programs, demand-response initiatives, and connected home solutions. EV adoption and auto sales cycles shape home energy use Recent adoption and usage patterns show how electric vehicle (EV) ownership is reshaping residential energy demand. MetricData pointShare of U.S. new vehicle salesEVs account for ~9–10% of all new vehicle salesImpact on household electricity usageEV-owning households use ~20–30% more residential electricity Auto sales cycles, such as year-end promotions, model-year transitions, and incentive-driven holiday periods, often coincide with spikes in EV purchases. For utilities, these moments create opportunities to anticipate new charging demand and introduce rate plans, managed charging, and home energy programs as EVs enter the household. Earth Day and sustainability moments: Attitudes vs. action Seasonal moments like Earth Day, climate awareness campaigns, and sustainability-focused promotions draw attention to energy themes, creating a natural window for energy brands to engage, but the message matters.  While roughly 70% of Americans support clean energy, only about 30% say they’re willing to pay more for it. That gap reflects differences in how people prioritize values, cost, and day-to-day practicality. For households with strong sustainability values, these moments can be used to reinforce interest in renewable sourcing, emissions reduction, and long-term environmental impact. For others, the same moments can open the door to conversations focused on usage, affordability, and control, where energy benefits are framed through savings, efficiency, and timing. Together, these groups represent a broader opportunity for utilities to expand engagement by meeting customers where they are. Sustainability-first messaging resonates with value-driven households, while cost- and usage-led framing helps translate awareness into action for those motivated by practicality. This dual approach allows Earth Day and similar moments to support both values-led engagement and participation at scale. 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 energy and utility use cases, with flexible activation through Experian's data marketplace or leading activation platforms. Alliant In-Market for New Green Car Moms Who Buy Green TruGreen Buyer Propensity Attain Direct Energy Rent & Utilities > Gas & Electricity Green Mountain Energy 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 households based on real-world energy behavior with Experian Audiences From peak summer cooling to EV charging and cost-driven planning, seasonal energy demand is shaped by behavior. Experian Audiences help energy and utility marketers reach households using signals tied to those real-world patterns, supporting programs aligned with how energy is actually used. 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 Smart energy optimizers Travel Intent > Travel Preference > Eco-sustainable Travel GreenAware > Behavioral Greens > Environmentally Green Consumers Lifestyle and Interests (Affinity) > In-Market > Online Solar Energy System Intenders Psychographic/Attitudes > Retail Shoppers > Original Traditionalists Psychographic/Attitudes > Shopping Behavior > Smart Greens Retail Shoppers: Purchase Based > Lifestyle and Interests > Smart Home Security System Buyers Alternate energy drivers Autos, Cars and Trucks > Ownership Switchers > Alternative Fuel Autos, Cars and Trucks > Ownership Switchers > Electric Autos, Cars and Trucks > In Market-Fuel Type > Electric CUV SUV Autos, Cars and Trucks > In Market-Fuel Type > Electric Luxury Autos, Cars and Trucks > In Market-Fuel Type > Electric Non-Luxury Autos, Cars and Trucks > In Market-Fuel Type > MPG Conscious Autos, Cars and Trucks > Ownership Switchers > PHEV Autos, Cars and Trucks > Ownership-Make and Models > Tesla Model S Autos, Cars and Trucks > Ownership-Make and Models > Tesla Model X Autos, Cars and Trucks > Ownership-Make and Models > Toyota Prius Prime Persuadable energy planners Consumer Behaviors > At-Home: Retired/Empty Nesters > At Home Retired and Empty Nester Households  Consumer Behaviors > At-Home: Families at Home (kids under 13) Consumer Behaviors > At-Home: Families at Home (kids 13+) Purchase Transactions > Home Office/Business > High Spending Business and Home Office Buyers   Consumer Behaviors > Occupation: Work from Home > Home Office  Business Executives (B2B) > Work From Home (WFH) > Likely Home Based Businesses  GreenAware > Think Greens > Non-Committal Environmentalists  GreenAware > Potential Greens > Undecided Environmentalists  Alliant Automotive > In-Market > In-Market for New Green Car Purchase Behaviors > Composites > Moms Who Buy Green Brand Propensities > Home & Household Goods > TruGreen Buyer Propensity Attain Rent & Utilities > Gas & Electricity > Direct Energy Transaction Data > Past Payments > Rent & Utilities > Gas & Electricity Rent & Utilities > Gas & Electricity > Green Mountain Energy Latest posts

How should CMOs think about data as part of their audience strategy? The best digital marketers possess excellent storytelling capabilities—and they fuel the plot with data. When you think about it, your audience strategy is the whole story, and the type of data you use helps create each chapter. Just as any good book incorporates numerous literary devices, you must use more than one type of data to develop a dynamic, relevant, and timely narrative that captures your target users’ attention. In 2026, marketers should prioritize and invest in data and targeting strategies beyond just first-party to drive growth, improve efficiency, and strengthen customer relationships. 2026 Digital trends and predictions report Our 2026 Digital trends and predictions report is available now and reveals five trends that will define 2026. From curation becoming the standard in programmatic to AI moving from hype to implementation, each trend reflects a shift toward more connected, data-driven marketing. The interplay between them will define how marketers will lead in 2026. Download Why is first-party data not sufficient on its own? First-party data provides a strong foundation for targeting and measurement. It reflects information consumers have shared directly through brand interactions. That makes it reliable and central to audience strategy. That foundation alone does not tell the full story. First-party data defines known customers, but limits reach and frequency. Growth depends on expanding beyond existing relationships. Think of first-party data as a way to create an outline, not the whole story, about your target audiences—the main characters in your marketing. To flesh out the entire narrative about them, you must source, connect, and activate additional data. The ability to unify different data sources with accuracy, scale, and privacy at the forefront sits at the core of Experian’s business. We unify household, individual, device, demographic, behavioral, and first-party signals, along with contextual and geographic data points, to build a reliable view of consumers, even when specific signals are missing. This clarity helps you personalize, target, activate, and measure with confidence. By layering third-party data, contextual data, and geolocation data onto your first-party data foundation, your advertising strategies become stronger than if you used any of these sources as standalone solutions. How do different types of third-party data add depth to audience profiles? Third-party data expands understanding beyond known customers. If first-party data is the outline, third-party data helps with “character development”—a.k.a., adding detail to your audience profiles. Good third-party marketing data complements first-party insights with demographic, behavioral, and transactional context, providing the missing puzzle pieces to complete the full customer profile. Filling in gaps in customer understanding helps you identify, reach, and engage current and new customers more effectively. Third-party data allows brands to build loyalty with consumers by speaking to their interests and intent behind purchases. Third-party data opens up new targeting tactics for advertisers, such as: Behavioral How people engage with brands or how they use social media Demographic Age, gender, education, income, and religion Health A combination of demographics, behaviors, and health needs Interest Delivering ads based on interests, hobbies, or online activities Location Where people live, work, or spend large amounts of time Psychographics Shared characteristics like attitudes, lifestyles, and interests Purchases Using previous purchase behavior to identify the right audiences In addition to targeting, third-party data also remains critical to AI models, which must train on both structured and unstructured data. At Experian, our AI-powered technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring campaigns deliver meaningful relevance, not just broader reach. How are contextual and geographic approaches reshaping audience targeting? Contextual and geographic approaches to targeting focus on environment and behavior rather than identifiers. Regulatory scrutiny, stricter and more fragmented compliance standards, and rising consumer expectations are transforming how marketers approach third-party data targeting. Evolving privacy laws and inconsistent identifiers across environments require new approaches that balance performance and privacy. Contextual and geographic targeting help marketers reach relevant audiences while maintaining privacy. What is data-informed contextual targeting? Contextual targeting connects audience attributes to the content environments people choose. It helps determine the setting of your story—where your characters spend their time. Solutions like Experian’s Contextually-Indexed Audiences harness advanced machine learning technology to combine contextual signals (a tried–and-true targeting tactic) with third-party targeting to ensure marketers reach their target audiences on the content they tend to consume, regardless of environment or location. What’s excellent about data-informed contextual targeting is that it moves beyond traditional keyword-based strategies to reach consumers on websites that over-index for visitors with the demographics, behaviors, or interests they are looking to target. What is data-informed geotargeting? Geotargeting uses shared location patterns to support relevance at scale. Geotargeting is another possibility for further developing the scene of your story. People with similar behaviors and interests tend to live in similar areas, which is why so much effort goes into location planning for brick-and-mortar stores. Data-informed geotargeting combines geos with third-party data to make more informed media buys based on common behaviors within a geographic location. We launched our Geo-Indexed audiences, which use advanced indexing technology to identify and reach consumers based on their geographic attributes. These audiences help marketers discover, segment, and craft messaging for consumers without relying on sensitive personal information, enabling them to reach target audiences while maintaining data privacy confidently. What role does AI play in third-party data targeting? AI acts like an automated editor of your book, refining and finding new ways to put valuable third-party audiences and data to work without relying on segments linked to known or disparate identifiers. We’ve used AI and machine learning at Experian for decades to bring identity, insight, and generative intelligence together so brands and agencies can reach the right people, with relevance, respect, and simplicity. Why does a balanced, integrated approach that combines first-party, third-party, contextual, and geo-targeting data matter? The combined effects of integrating third-party, contextual, and geotargeting data (and the marketing tactics it underpins) with first-party data will drive your success. Think of how any good author crafts a story. Regardless of whether it’s fiction or non-fiction, they draw on both first-person experience and external research and sources to develop their plot. No single data source tells the full story. Integration allows marketers to understand audiences more completely and act with confidence. Pooling these inputs together moves you closer to your goal of understanding the whole story about your target customers. In fact, an almost even number of marketers plan to use contextual targeting (41%) and first-party data (40%) as their main targeting strategies, amid privacy laws and the loss of persistent advertisers. Primary data strategyPercent of marketers that plan to use this data strategyContextual targeting41%First-party data40% A brand with strong first-party insights can extend reach by layering in additional signals. For example, a nutrition brand that knows who purchases protein supplements can expand prospecting by combining: First-party signals Customers who purchase protein supplements Contextual signals Engagement with fitness blogs, healthy recipe content, or workout apps Geographic signals Consumers located in the Greater Philadelphia area By connecting these inputs, the brand can identify new health-conscious audiences with similar interests and behaviors. This approach supports privacy-safe targeting while improving engagement and performance. How can marketers build an integrated data strategy in 2026? An integrated data strategy reduces friction and supports scale. The right data partner offers a unified solution that helps unify data, activate audiences, and adapt as the ecosystem evolves. Here’s how: Organize data Create a clean, usable data foundation by eliminating fragmented silos. Experian’s solutions unify disparate data, enabling identity resolution and a single customer view. Create a complete profile Experian links a persistent offline core of personally identifiable information (PII) data with fresh digital signals, giving you a high-fidelity view of consumers to decorate with marketing data. This allows for improved customer understanding and personalized marketing that competitors struggle to replicate. Build addressable audience segments Create audiences using a mixture of signals, including first-party data, third-party behavioral, interest, and demographic data, as well as contextual signals. If you partner with Experian, you can use audiences built on our identity graph to guarantee accuracy, scale, and maximum addressability. Drive innovation Look for partners and platforms that prioritize innovation in finding new ways to reach target audiences across the ecosystem. You don’t want a vendor or a system that can’t keep pace and adapt with our rapidly evolving industry. Marketers who want to create and activate campaigns more efficiently and effectively in 2026 need an integrated approach that combines first-party, third-party, contextual, and geotargeting data. Streamlining data integration and activation positions brands and agencies for sustainable growth and stronger consumer relationships in a privacy-conscious marketplace. Build your next chapter on a connected data foundation As audience strategies evolve, connection and interoperability matter more than ever. Connect with our team to learn how Experian helps marketers unify data, identity, and activation across channels. About the author Scott Kozub VP, Product Management, Experian Scott Kozub is the Vice President of the Product Management team at Experian Marketing Services working across the entire product portfolio. He has over 20 years of product experience in the marketing and advertising space.  He’s been with a few startups and spent many years at FICO and Oracle Data Cloud heavily focused on loyalty marketing and advertising technology. FAQs How should CMOs think about data as part of their 2026 audience strategy? In 2026, CMOs should prioritize and invest in data and targeting strategies that combine first-party, third-party, contextual, and geographic data to drive growth, improve efficiency, and strengthen customer relationships.  Why is first-party data not sufficient on its own?  First-party data is not sufficient on its own because first-party data defines known customers but limits reach and frequency. Growth depends on expanding beyond existing relationships. The ability to unify different data sources with accuracy, scale, and privacy at the forefront sits at the core of Experian’s business. We unify household, individual, device, demographic, behavioral, and first-party signals, along with contextual and geographic data points, to build a reliable view of consumers, even when specific signals are missing. This clarity helps you personalize, target, activate, and measure with confidence. How do different types of third-party data add depth to audience profiles? Third-party data expands understanding beyond known customers. Third-party data opens up new targeting tactics for advertisers, such as:  - Location: Where people live, work, or spend large amounts of time- Health: A combination of demographics, behaviors, and health needs- Purchases: Using previous purchase behavior to identify the right audiences - Behavioral: How people engage with brands or how they use social media - Interest: Delivering ads based on interests, hobbies, or online activities- Psychographics: Shared characteristics like attitudes, lifestyles, and interests- Demographic: Age, gender, education, income, and religion  In addition to targeting, third-party data also remains critical to AI models, which must train on both structured and unstructured data. At Experian, our AI-powered technology interprets live bidstream data, device activity, content, and timing to optimize in the moment, ensuring campaigns deliver meaningful relevance, not just broader reach.  What is data-informed contextual targeting? Data-informed contextual targeting connects audience attributes to the content environments people choose. It helps determine the setting of your story—where your characters spend their time. Experian’s Contextually-Indexed Audiences harness advanced machine learning technology to combine contextual signals (a tried–and-true targeting tactic) with third-party targeting to ensure marketers reach their target audiences on the content they tend to consume, regardless of environment or location. What is data-informed geotargeting? Data-informed geotargeting uses shared location patterns to support relevance at scale. Experian launched our Geo-Indexed audiences, which use advanced indexing technology to identify and reach consumers based on their geographic attributes. These audiences help marketers discover, segment, and craft messaging for consumers without relying on sensitive personal information, enabling them to reach target audiences while maintaining data privacy confidently. What role does AI play in third-party data targeting? In third-party data targeting, AI refines and finds new ways to put valuable third-party audiences and data to work without relying on segments linked to known or disparate identifiers. We’ve used AI and machine learning at Experian for decades to bring identity, insight, and generative intelligence together so brands and agencies can reach the right people, with relevance, respect, and simplicity.  Latest posts

Why AI data governance determines trust in automated decisions AI is reshaping audience strategy, media investment, and measurement. Automated systems now make more decisions at scale and in real time. Trust in those decisions depends on the data that informs them. AI data governance provides the framework that allows organizations to answer foundational questions like: Which information or inputs guided this decision? Is the model respecting consumer rights? Could bias be influencing the outcome? If AI made the wrong call, how would we know? Without governed data, these questions remain unanswered. AI data governance creates accountability by establishing quality controls, consent validation and auditability before data enters automated systems. Most organizations are still building their readiness to govern data at scale. Many vendors highlight “fast insights” or “transparent reporting,” but few can support true data governance — the auditability, privacy-by-design, quality controls, and continuous compliance required for responsible AI. That foundation is where responsible automation begins. And it’s why trust in AI starts with data governance. Responsible automation begins with governed data Automation produces reliable outcomes only when data is accurate, current, consented and interoperable. AI data governance makes responsible automation possible by applying controls before data reaches models, workflows, or activation channels. AI systems may interpret context, predict signals, and act in real time. But no model, logic layer, or LLM can be responsible if the data feeding it isn’t governed responsibly from the start. This raises a core question: How do we ensure AI systems behave responsibly, at scale, across every channel and workflow? The answer begins with trust. And trust begins with AI data governance. Governing the data foundation for responsible AI Experian’s role in AI readiness begins at the data foundation. Our focus is on rigorously governing the data foundation so our clients have inputs they can trust. AI data governance at Experian includes: Model governance reviews before releasing new modeled attributes Feature-level checks ensuring no prohibited or sensitive signals are included Compliance-aware rebuilding and re-scoring, incorporating opt-outs and regulatory changes Validated delivery, ensuring attributes reflect the most current opt-outs, deletes, and compliance requirements By governing data at the source, we give our clients a transparent, accurate, and compliant starting point. Clients maintain responsibility for bias review within their own AI or LLM systems — but they can only perform those reviews effectively when the inputs are governed from the start. This is how AI data governance supports responsible automation downstream. 2026 Digital trends and predictions report Our 2026 Digital trends and predictions report is available now and reveals five trends that will define 2026. From curation becoming the standard in programmatic to AI moving from hype to implementation, each trend reflects a shift toward more connected, data-driven marketing. The interplay between them will define how marketers will lead in 2026. Download Privacy-by-design strengthens AI data governance Privacy gaps compound quickly when AI is involved. Once data enters automated workflows, errors or compliance issues become harder, and sometimes impossible, to correct. AI data governance addresses this risk through privacy-first design. Experian privacy-first AI data governance through: Consent-based, regulated identity resolution A signal-agnostic identity foundation that avoids exposing personal identifiers Ongoing validation and source verification before every refresh and delivery Compliance applied to each delivery, with opt-outs and deletes reflected immediately Governed attributes provided to clients, ensuring downstream applications remain compliant as data and regulations evolve Experian doesn’t govern our client’s AI. We govern the data their AI depends on, giving them confidence that what they load into any automated system meets the highest privacy and compliance standards. Good data isn’t just accurate or fresh. Good data is governed data. How AI data governance supports responsible automation at scale With AI data governance in place, organizations can build AI workflows that behave responsibly, predictably, and in alignment with compliance standards. Responsible automation emerges through four interconnected layers: 1. Input Privacy-first, governed data: accurate, consented, continuously updated, and compliant. 2. Enrichment Predictive and contextual insights built from governed data, ensuring downstream intelligence reflects current and compliant information. 3. Orchestration Reliable, AI-powered workflows where governed data inputs ensures consistency in audience selection, activation, and measurement at scale. 4. Guardrails Transparent, responsible innovation. Clients apply their own model governance, explainability, and oversight supported by the visibility they have into Experian’s governed inputs. Together, these layers show how data governance enables AI governance. AI integrity starts with AI data governance Automation is becoming widely accessible, but responsible AI still depends on governed data. Experian provides AI data governance to ensure the data that powers your AI workflows is accurate, compliant, consented, and refreshed with up-to-date opt-out and regulatory changes. That governance carries downstream, giving our clients confidence that their automated systems remain aligned with consumer expectations and regulatory requirements. We don’t build your AI. We enable it — by delivering the governed data it needs. Experian brings identity, insight, and privacy-first governance together to help marketers reach people with relevance, respect, and simplicity. Responsible AI starts with responsible data. AI data governance is the foundation that supports everything that follows. Get started About the author Jeremy Meade VP, Marketing Data Product & Operations, Experian Jeremy Meade is VP, Marketing Data Product & Operations at Experian Marketing Services. With over 15 years of experience in marketing data, Jeremy has consistently led data product, engineering, and analytics functions. He has also played a pivotal role in spearheading the implementation of policies and procedures to ensure compliance with state privacy regulations at two industry-leading companies. FAQs about AI data governance What is AI data governance? AI data governance is the framework that manages data quality, consent, compliance and auditability before data enters AI systems. Why does AI data governance matter? AI decisions reflect the data used as inputs. Governance provides transparency, accountability and trust in automated outcomes. Does AI data governance prevent bias? AI data governance does not eliminate bias in models. It provides governed inputs that allow organizations to identify and address bias more effectively. How does privacy-first design support AI data governance? Privacy-first governance applies consent validation and compliance controls before data is activated, reducing downstream risk. Who is responsible for AI governance? Organizations govern their AI systems. Data providers govern the data foundation that feeds those systems. Latest posts

A decade ago, you could buy media by broad categories and call it a day. But today, your audience lives in a curated world. They watch what they want, skip what they don’t, and expect what they see to match their interests. Research shows that when ads are tailored to households, people pay more attention, stay engaged longer, and are more likely to remember your ads. That shift in expectations is why addressable advertising continues to grow. It’s a practical response to how media works today, with audiences moving fluidly across platforms, streaming spread across services, and measurement spanning screens and environments. Under these conditions, reaching the right people depends on clarity, not approximation. Artificial intelligence (AI) strengthens that clarity. When applied responsibly, AI helps connect signals, deepen audience understanding, and deliver relevant messages while protecting consumer data. The result is advertising that feels more human, not less. What is addressable advertising? Addressable advertising is the ability to deliver personalized ads to specific individuals or households and measure results using privacy-safe data and identity.  It works across digital, connected TV (CTV), linear TV, and over-the-top (OTT) streaming and relies on strong identity resolution and accurate data inputs to ensure your audience definitions remain consistent across channels and over time. Benefits of addressable advertising Addressable advertising changes how advertising performs by delivering messages to defined audiences, reducing wasted impressions, and making results simpler to measure. BenefitWhat it means for youClarityReach the right audience with the personalized messages they want, instead of hoping the right people are watchingEfficiencyAvoid wasted impressions by focusing spend where interest already existsHigher ROIImprove conversion by delivering messages that feel relevantOmnichannel consistencyCarry the same message across digital and TV without starting overMeasurable impactConnect exposure to actions so performance is clearPrivacy and complianceActivate audiences responsibly using privacy-safe data, clear governance, and compliant practices These are some of the reasons that addressable advertising has moved from a niche tactic to a core strategy. When audiences are clear, identity is connected, and measurement is built in, advertising becomes relevant, accountable, and easy to improve over time. Addressable advertising vs. traditional advertising Unlike traditional advertising, addressable advertising doesn’t depend on broad exposure or assumptions. It’s personalized by design and measurable by default, making it possible to connect ad exposure to outcomes. Another distinction is in how addressable delivers advertising to audiences and how performance is measured. Traditional media buysAddressable advertising buysYou pay for broad reachYou pay for relevant reach to defined audiencesAds run by placement or programAds are delivered to known households or individualsPersonalization is limitedPersonalization is built into deliveryMeasurement indicates trends, not who actually actedMeasurement connects exposure to actions by linking ads to defined audiences across channels But before you can activate addressable advertising, you need to understand who you’re actually trying to reach. What is an addressable audience? An addressable audience is a group of people you can identify and reach using data-based targeting. In other words, they’re not anonymous “maybe” viewers. They’re a defined audience you can activate across channels. Here’s what typically builds addressable audiences: FactorWhat it isWhy it mattersFirst-party dataData from your own relationships (site activity, app activity, CRM, emails, purchases)It’s your most direct view of existing customers and prospectsThird-party household and individual dataDemographic, behavioral, lifestyle, interest, and intent attributes from trusted providersIt fills gaps so your audience definitions don’t collapse when your own data is limitedIdentity resolutionA privacy-first way to match people across devices, households, and channelsIt improves accuracy so you don’t over-message the same people or miss them entirelyContextual signalsPage-level, content, or viewing context where ads appearIt reinforces relevance in the moment and complements addressable targeting when identity signals are limited How Experian helps with addressable audiences Experian helps you build and activate addressable audiences at scale without losing accuracy or trust. With more than 3,500 syndicated audiences available, you can activate consistently across 200+ destinations — including social platforms like Meta and Pinterest, TV and programmatic environments, and private marketplaces (PMPs) through Audigent. That means reaching people based on who they are, where they live, and their household makeup, using data governed with care. Our approach is built on accuracy first, which is why Experian data is ranked #1 in accuracy by Truthset for key demographic attributes. And when standard customer segments aren’t enough, Experian Partner Audiences expand what’s possible. These unique audiences are available through Experian’s data marketplace, within Audigent for PMP activation, and directly on platforms like DIRECTV, Dish, Magnite, OpenAP, and The Trade Desk. The evolution of addressability and why it matters more than ever As the media ecosystem shifts, reaching people across browsers, apps, CTV, and streaming platforms has become more complex. Signals are fragmenting everywhere as expectations for relevant, personalized experiences continue to rise, while reliable identifiers become increasingly challenging to access. In response, addressability is shifting from a channel-specific tactic to an identity-driven approach to reach and measure defined audiences across screens. That evolution puts new pressure on performance. Marketing budgets require accuracy and accountability, which means targeting must deliver measurable reach and outcomes you can trust. At the same time, the growth of CTV and streaming is expanding addressable TV opportunities. As CTV inventory grows, so does the need for cross-channel, identity-based activation that works consistently and supports reach, frequency, and measurement in one connected view. That’s why identity has become the foundation for making addressable advertising work today. When to apply addressable advertising You don’t need addressable for everything, but it shines when you need your spend to go farther with accurate targeting and resonant messaging. ScenarioWhy addressable helpsProduct launches and seasonal pushesReach people who are more likely to care without flooding everyone elseHigh-consideration purchases (auto, travel, financial services)Focus on likely intent and suppress audiences that don’t fitCross-channel campaigns (digital, TV, mobile)Keep messaging consistent across screensWhen using first-party data with AIUse AI customer segmentation to scale responsibly and improve performance without sacrificing accuracyRegulated categoriesRely on compliant data practices and clearer controls for regulated industries Addressable advertising is one way to put relevance and respect into practice — but it shouldn’t be the only time these principles apply. Marketers are expected to be thoughtful about who they reach, how often they show up, and how data is used across every channel. Addressable simply makes it easier to live up to that standard when accuracy, accountability, and scale matter most. Addressable advertising and third-party data There’s a common misconception that third-party data is no longer useful, but what’s really changed is the environment around it. In the early days of digital advertising, third-party data often felt like the Wild West. Today, modern third-party data is more transparent, better governed, and held to far higher standards with: Clear data sourcing Documented consent practices Regular quality audits Strict limits on how data can be used Used responsibly, third-party data plays a critical role in addressable advertising by complementing your first-party data and keeping audience strategies flexible as signals change. Benefits of third-party data When paired with identity resolution, high-quality third-party data helps you: Fill first-party gaps: Add demographic, behavioral, and interest-based insight when your own data is limited. Expand prospecting: Reach new audiences through modeling and lookalike expansion. Enrich segmentation: Combine household, behavioral, and interest signals to tailor creative, offers, and messaging to interests for more accurate and personalized activation. Support cross-channel addressability: Maintain consistent audience reach across devices and channels even as individual signals change. Why work with Experian for your data needs? At Experian, we approach third-party data with the belief that trust comes first. Our data is privacy-compliant, ethically sourced, and governed by strict standards so you can use it confidently. Accuracy matters just as much. Our identity and data-quality framework verifies that the data behind your audiences holds up in the real world — a key reason Experian is ranked #1 by Truthset for key demographic attributes. And because addressable advertising only delivers value when audiences move seamlessly from planning to activation, our audiences are interoperable by design. You can activate them across digital, social, and CTV platforms without rebuilding or reformatting your strategy for each channel. How AI is redefining customer segmentation Addressable advertising depends on audiences that stay accurate as people move across devices, platforms, and moments. Traditional segmentation built on static rules and snapshots in time can’t keep up with that reality. AI customer segmentation analyzes massive sets of household and individual data (such as intent, household demographics, purchase behavior, and content consumption) to identify patterns, predict intent, and group people into addressable audiences. As the AI advertising ecosystem continues to mature, reflected in industry frameworks like the LUMA AI Lumascape, segmentation and identity have become foundational layers rather than standalone tools. Those audiences update as conditions change, so they stay relevant instead of aging out. Here’s how AI-driven segmentation supports addressable advertising. What AI enablesWhy it mattersPredictive, intent-based audiencesAnalyze behavioral and transactional data to group people based on likely next actionsBroader audience availabilityAs more data signals are incorporated responsibly, AI makes it possible to support a wider range of addressable audience options without sacrificing accuracyDeeper insights from dataDiscover what people care about, how intent is forming, and which signals are most important with larger, more diverse data setsReal-time audience updatesKeep segments aligned as behaviors change, not weeks laterHigher accuracy, less guessworkRely on data-driven patterns for decision-making instead of assumptionsOngoing optimizationRefine audiences throughout the campaign lifecycle as performance signals come in We’ve used machine learning and analytics for decades to support responsible segmentation — balancing performance with privacy and transparency. That foundation now supports addressable advertising that adapts in real time while staying grounded in trust. Addressable TV: Targeting in the streaming era TV has become an addressable channel powered by data and identity resolution. CTV and OTT streaming are booming, while linear TV continues to decline, reshaping how people watch and how advertising works alongside it. For the first time, CTV spending is expected to outpace traditional TV ad spending in 2028, reaching $46.89 billion and signaling that addressable TV is now central to the media mix. With CTV and OTT platforms, advertising can now be delivered at the household level. That means two homes watching the same show can see different ads based on who lives there and what they like. This is what makes addressable TV possible. Benefits of addressable TV As streaming inventory continues to grow, addressable TV creates new ways to bring relevance and accountability to a channel once defined by broad exposure. Experian links identity data across streaming, linear, and digital platforms to help you manage frequency, attribution, and household-level insights in one connected view. Addressable TV also raises the bar. To manage reach, frequency, and measurement across streaming and linear environments, addressable TV depends on identity resolution that connects households across screens. Here’s how addressable TV helps you when identity is in place. What addressable TV enablesWhy it mattersHousehold-level targetingDeliver messages that reflect who’s watching, not just what’s onFrequency control across screensReduce overexposure and improve viewer experienceCross-channel measurement and attributionConnect TV exposure to digital actions, site visits, and conversionsMore efficient use of TV spendBring accuracy, accountability, and outcome-based insight to premium inventory and improve reach of streaming-first, harder-to-reach viewer segments Ultimately, addressable TV isn’t a replacement for linear TV, but it is an evolution. As streaming becomes the default viewing experience, the ability to engage TV audiences with the same care and clarity as digital is essential. Use cases for addressable advertising Addressable advertising works across industries because it adapts to how people make decisions. The examples below are illustrative scenarios that show how addressable audiences, identity resolution, and AI-driven segmentation can come together in practice using Experian solutions. Retail: Seasonal promotions A home décor retailer could use identity resolution and AI-driven segmentation to build addressable audiences, such as holiday decorators and recent movers, who are more likely to engage during peak seasonal periods. Campaigns could then be activated across CTV, display, and social, helping the retailer stay visible across screens while tailoring creative to seasonal intent. Automotive: In-market car buyers An auto brand might identify consumers nearing lease expiration using automotive-specific data tied to household and individual attributes. By suppressing current owners, the brand could avoid wasted impressions and activate addressable audiences across OTT and mobile to reach likely buyers during active consideration. Financial services: Credit card launch For a new credit card launch, a national bank could use modeled financial segments to reach credit-qualified prospects. Addressable digital advertising campaigns could apply frequency controls and personalized messaging, balancing reach with relevance while seamlessly measuring response. Streaming media: New subscriber growth A streaming platform looking to grow subscriptions could use an identity graph to exclude current subscribers. Likely viewers could then be targeted across CTV based on content preferences and viewing behavior, keeping spend focused on net-new growth. Media and entertainment: Audience expansion for a new release Ahead of a new release, a film studio could use behavioral and lifestyle data to identify likely moviegoers and fans of similar franchises. Addressable campaigns across CTV and digital video could help drive awareness and opening weekend attendance. Travel: High-value traveler acquisition A travel brand could use travel propensity data and household-level demographics to identify frequent flyers and family vacation planners. Personalized offers could then be activated across display, social, and programmatic channels to increase bookings while keeping spend focused on higher-value travelers. How Experian enables more effective addressable campaigns Addressable advertising is most effective when identity, data, and activation are connected from the start. Experian brings trusted household and individual data, privacy-first identity resolution, and broad activation partnerships together so you can move from audience insights to activation with minimal friction. Here’s how that comes to life across our core offerings. Identity resolution with Consumer Sync Consumer Sync connects devices, emails, digital identifiers, and offline data into a single, privacy-safe identity foundation. This connection helps your audiences stay consistent across streaming, linear TV, mobile, and digital despite changing signals. Audience insight and segmentation with Consumer View Consumer View supports clear segmentation, prospecting, and enrichment across industries. It combines demographic, behavioral, and interest-based data to help you build accurate, intent-driven audiences that reflect real people, not assumptions. Data is continuously updated and governed for accuracy. Omnichannel activation with Audience Engine Audience Engine enables direct activation of Experian audiences across CTV, digital, social, and programmatic platforms. It supports suppression, frequency management, and cross-channel consistency to keep messaging aligned and exposure controlled. More efficient media through curation and Curated Deals Curation combines data, identity, and inventory through Experian Curated Deals. These deal IDs, available off-the-shelf or privately, make it easier to activate high-quality audiences and premium inventory in the platforms you already use without custom setup. AI-enhanced segmentation and optimization Our AI-enhanced models analyze large data sets to create and refresh addressable audiences in real time, supporting intent-based targeting and ongoing optimization throughout the campaign lifecycle. These models work seamlessly with demand-side platforms (DSPs), ad platforms, and data clean rooms, so audience insights flow directly into activation and measurement without added complexity. Seamless integration with your ecosystem As an advertiser, you want addressable advertising to fit naturally into how you already plan and buy media. That’s why integration matters as much as insight. Experian integrates with leading DSPs, ad platforms, and data clean rooms, so you can activate addressable audiences in the environments you already use without reworking your strategy or adding complexity. This approach helps you: Build and activate addressable audiences: Reach the people you want with accuracy and respect. Activate across channels: Keep messaging consistent across digital, TV, and streaming. Optimize with data ranked #1 in accuracy by Truthset: Improve performance using the industry’s most reliable data. When identity, data, AI, and activation come together, addressable advertising does what it’s supposed to do: deliver relevance naturally, measure impact clearly, and give you confidence in every decision along the way. That’s the foundation for campaigns people want to engage with. Start creating campaigns audiences want to see Experian can help you apply addressable advertising in ways that respect consumers, perform across channels, and stand up to real-world measurement. Connect with our experts today to explore how addressable audiences, AI-driven segmentation, and identity-powered activation can work together in support of your goals. FAQs about addressable advertising What is addressable advertising? Addressable data-driven advertising involves delivering personalized ads to specific individuals or households using privacy-safe data and identity. What is an addressable audience? An addressable audience is a defined group of consumers you can identify and reach based on known household or individual attributes. What makes advertising addressable? Advertising becomes addressable when it’s possible to identify the audience by linking devices and households to people through identity graphs. This allows you to measure ad performance at the audience level and provide more personalized advertising. Is addressable advertising just for TV? Addressable advertising isn’t just for TV; it also works across digital, mobile, streaming, and social channels. How does AI help addressable advertising? AI improves addressable advertising by analyzing large data sets to predict intent, build more accurate audiences, boost performance over time, and improve your ability to find and build your audiences. Can addressable advertising work without cookies? Yes — identity resolution and first-party data are key to cookieless addressability. How does Experian support addressable advertising? Experian supports addressable advertising by providing trusted consumer data, privacy-centric identity resolution, and curated audience segments that activate across CTV, digital, mobile, and streaming platforms. Latest posts

Why an identity framework matters more than any single identifier The challenge facing marketers today isn't a single identifier on a deprecation timeline; it’s the increasing fragmentation of signals and identifiers across browsers, devices, apps, and platforms. This shift introduces complexity into how audiences are reached and measured, as signals behave differently in every environment, and it becomes more complex to piece together a complete view of the consumer. Each environment contributes to its own set of visibility gaps, making identity less predictable and more uneven. The result is a patchwork of inconsistent identity signals rather than a single, predictable decline. While you can’t control how platforms evolve, you can control how you respond to fragmentation. The future won’t be defined by the loss of any single identifier, but by your ability to unify, interpret, and activate the many signals that remain. Marketers who adopt a flexible, identity framework will be best positioned to create consistency in an otherwise fragmented landscape. At Experian, we believe flexibility starts with intelligence. For decades, we’ve used AI and machine learning to help marketers understand people’s behavior more clearly, respect their privacy, and deliver messages that drive business outcomes. Our technology brings identity, insight, and intelligence together, so even as the number of signals grows and becomes more varied across environments, marketers can reach the right people with relevance, respect, and simplicity. This intelligence acts as the connective tissue across fragmented ecosystems, ensuring marketers can recognize and reach audiences consistently wherever they appear. What forces are driving fragmentation in identity and signals? Changes to traditional IDs Since Apple introduced App Tracking Transparency (ATT), access to the Identifier for Advertisers (IDFA) has become inconsistent across apps and devices. Google’s evolving Android privacy roadmap adds another layer of variability, fragmenting mobile addressability. Safari and Firefox have long restricted third-party cookies, while Chrome continues to support them for now. This creates different signal availability across browsers, contributing to an uneven and increasingly fragmented identity landscape on the open web. Shifts in signals IPv4 to IPv6 migration introduces mismatched identity structures that complicate continuity across environments. Platform-driven fragmentation Closed ecosystems and uneven adoption of evolving RTB standards (like OpenRTB 2.6 updates designed to support new identifiers and consent signals) create differences in which identifiers and consent signals are shared in the bidstream. At the same time, the rise of alternative or “universal” IDs—often developed by individual platforms, publishers, or technology companies—means that multiple ID types can appear within the same auction, each with its own structure, rules, and level of support. These differences reduce interoperability across platforms and contribute to a more fragmented activation landscape. Each change creates an identity silo. Together, they form an ecosystem defined by fragmentation rather than absence. Without an identity framework, these environments operate as disconnected identity islands. A multi-ID world requires a unified identity framework Alternative IDs play an important role, but they also expand the number of signals marketers must reconcile. Without a consistent identity layer, more IDs often mean more complexity—not more clarity. Common alternative IDs in use today: UID2: The Trade Desk’s Unified I.D. 2.0, an iteration of their original Unified ID 1.0, which was still reliant on third-party cookies, creates persistent IDs with user-provided email addresses and phone numbers. ID5: This independent identity provider builds an identity infrastructure that powers addressable advertising across channels. It can create an ID based on both deterministic and probabilistic data. Hadron ID: Hadron ID is a unique, interoperable identity system (including first-party, audience-based, contextual, deterministic, and probabilistic) developed by Audigent, now part of Experian, to drive revenue for publishers by making their audience data and inventory actionable for media buyers. Industry reports suggest roughly one-third to two-fifths of open-auction traffic carries alternative IDs, sometimes multiple per request. Among Experian clients, adoption of alternative IDs rose 50% year over year, with a 30% increase in IDs resolved to individuals via our Digital Graph. Identity isn’t disappearing; it’s multiplying. A modern identity framework resolves these identifiers into a single, privacy-safe consumer view. Why CTV makes an identity framework essential Beyond alternative IDs, device-level identifiers also play a major role in today’s ecosystem and add to the fragmentation marketers must navigate. Connected TV (CTV) environments introduce additional fragmentation. CTV IDs A CTV ID is an identifier used to deliver, target, and measure ads on CTV devices, including smart TVs, streaming devices, gaming consoles, and more. Unlike MAIDs, which act as universal device identifiers across apps, CTV environments often generate multiple, platform-specific IDs for the same physical device. Different operating systems, publishers, or streaming platforms may each assign their own identifier—such as Roku ID for Advertisers, Amazon Fire Advertising ID, Samsung TIFA, or Apple IDFA for CTV. As a result, a single household or TV can appear under several distinct IDs, making cross-app or cross-platform recognition more complex and further reinforcing the need for a unified identity framework. Experian’s identity framework is powered by predictive and generative intelligence that makes resolution faster and more human-centered. Our AI models fill gaps where data signals are missing, infer behaviors responsibly, and continuously optimize for accuracy, so marketers can personalize ads responsibly, even in a fragmented ecosystem. More importantly, our framework normalizes signals across disconnected environments, creating a consistent identity spine that follows the consumer through their fragmented digital journey. An identity framework connects online and offline signals Fragmentation extends beyond digital environments. Marketers manage offline data from in-store transactions, loyalty programs, household identifiers, and phone numbers that rarely align cleanly with digital signals. As consumers move between online and offline touch points, an identity framework connects these signals into a coherent view of the individual. This foundation allows marketers to recognize the same consumer across environments that expose different identifiers. Four keys to future-proofing your media with an identity framework 1. Know your customer: Unify and enrich your first-party data First-party data is a marketer’s most durable asset, but it’s often scattered and incomplete. Unify it: Bring CRM records, site interactions, and loyalty data into a single platform to build a holistic customer view. Use Offline Identity Resolution to resolve your first-party offline personally identifiable information (PII) back to a consolidated consumer profile, removing duplication of users in your data set. Enrich it: Append Experian Marketing Attributes to uncover demographics, lifestyle markers, and purchase behaviors you can’t see on your own, and use Offline Identity Append to fill in missing offline data points (such as name, address, phone, etc.) to create a more complete and actionable customer profile. This gives you richer profiles that drive more personalized targeting and messaging. Fragmented ecosystems make unified first-party data even more essential. A connected view allows marketers to anchor identity against a stable, proprietary foundation. As identifiers vary across environments, marketers need flexible, privacy-first ways to understand where their audiences are and how to reach them. 2. Find your customer: Expand how you discover and reach audiences in a fragmented landscape As identifiers vary across environments, marketers need flexible, privacy-first ways to understand where their audiences are and how to reach them. Contextual signals: Experian’s Contextually-Indexed Audiences map content to consumer insights, so you can target intent-rich environments. Geographic insights: Our Geo-Indexed Audiences help you find regions that over-index for specific traits and activate them across your preferred platforms. Syndicated and Partner Audiences: Choose from 3,500+ prebuilt segments or 30+ partner data sources spanning health, retail, travel, and more. Curation: As a full-service curation partner, we enable private marketplace (PMP) deals that are privacy-safe, identity-agnostic, and performance-optimized. Together, these approaches help you confidently reach your audiences - using multiple types of signals that complement your identity strategy and create a clearer picture across fragmented environments. 3. Reach your customer: Maximize scale through interoperability As signals and identifiers proliferate across environments, interoperability is essential to maintain consistent reach. Experian’s Offline and Digital Graphs unify disparate signals (MAIDs, CTV IDs, alternative IDs, IP, and more) so marketers can recognize and engage audiences reliably across channels, devices, and platforms. Interoperability matters because it turns a collection of disconnected identifiers into a coherent identity framework that can actually be activated. The following capabilities demonstrate how that comes to life. Unified identity: Create a consistent view of your audience, even when different environments expose different identifiers. Experian’s identity framework connects these signals into a single, actionable identity spine. Expanded reach: OpenX enriched its supply-side identity graph with Experian’s audiences, making our data available directly across OpenX supply and formats. By matching more of the starting audience and identifying more users in the bidstream, marketers see higher match and activation rates, extending reach in hard-to-address environments like Safari and mobile web. Measure success: Optimize based on outcomes If you can't measure your marketing, you can't improve it. Experian Outcomes, powered by our holistic understanding of the user across online and offline touch points, closes the loop by connecting media exposures to real-world actions (store visits, purchases, or site conversions). With these insights, you can: Prove ROI across digital and TV Attribute success to the right channels and tactics Continuously refine targeting, creative, and spend allocation Outcome-based measurement makes your strategy adaptive, so dollars flow to what drives results. As signals multiply across environments, connecting exposures to outcomes requires a unified identity foundation. Experian closes the loop by unifying exposures across disconnected touch points, enabling holistic attribution and optimization. Our AI-powered simplicity drives continuous improvement. From predictive modeling to agentic workflows that automate optimization, we’re investing in generative AI to help marketers spend less time on manual setup and more time on strategy and outcomes. The Experian identity framework advantage Experian connects fragmented signals into a single, actionable identity framework built for long-term resilience. What our identity framework delivers Interoperability: We support all major identifiers, including alternative IDs, IP address (v4 and v6), contextual signals, and both first- and third-party data. Flexibility: Whether you’re activating syndicated audiences, tapping into partner audiences from 30+ data providers, or curating custom segments through Audigent, our solutions meet you where you are. Scale: With four billion IDs resolved in our Digital Graph and 280 million telephones in our Offline Graph, we deliver unmatched reach across digital and offline environments. AI that makes marketing more human: We bring together identity, insight, and automation through responsible AI, helping marketers see audiences clearly, act with intelligence, and optimize with respect for privacy. Our approach is delivering results across a range of programmatic players. These outcomes demonstrate how a unified identity framework delivers performance in environments where signals, identifiers, and devices operate in silos. Proven results powered by Experian’s identity framework Sonobi increased programmatic addressability across the mobile web by 25% and delivered a 20% lift in impression value through our identity graph, driving stronger campaign connections and greater publisher returns. One DSP used our Digital Graph to match more MAIDs, CTV IDs, and IP addresses to online conversions, enabling increased accuracy of their attribution and measurement. They achieved an 84% synced ID rate and a 9% increase in match rate. For Cuebiq, we significantly increased match rates and resolved data from cookieless environments, such as Safari. By combining separate data streams and resolving 85% of total events to a household, Cuebiq expanded on the household IDs to identify MAIDs that are observed in-store, enabling accurate cross-channel measurement. Our Digital Graph allowed MiQ and their clients to expand the reach of their seed audiences across devices by 51% and cookieless IDs by 64%. As a result, MiQ can provide marketers with future-proofed connected planning, advanced targeting, and precise measurement. We’re your partner in building identity framework that lasts: resilient to change, adaptive to new signals, and focused on outcomes. What comes next for signals and identity? The future isn’t defined by any single identifier. It’s defined by the ability to unify and activate across a fragmented identity ecosystem. The winners will be those who adopt interoperable, outcome-driven identity frameworks today. Those strategies will increasingly be powered by responsible AI, systems that simplify workflows, predict opportunity, and optimize in real time while keeping people at the center. At Experian, we see AI not as automation for its own sake, but as a way to make marketing more human, relevant, and respectful. Your playbook for navigating fragmentation Experian connects the fragmented identity ecosystem, unifying alternative IDs, IP signals, contextual data, and first- and third-party assets into a consistent, actionable identity foundation. With proven lift across partners like Sonobi and new offerings like Contextually-Indexed Audiences, we help you build campaigns that perform in a fragmented landscape. Download our 2026 Digital trends and predictions report to explore how identity, interoperability, and measurement will define the future of advertising. Download About the author Henry Schenker Group Product Manager, Experian Henry has nearly 15 years of experience in Digital Advertising, Social Media Marketing, Data Licensing & Analytics, Front-End Engineering, Technical Architecture & Integrations, Profit & Loss Management, and Enterprise-Level Contract Negotiation across the U.S., EMEA, and Asia Pacific regions. Prior to re-joining Experian, Henry held critical go-to-market and product roles at noted industry-disruptors Media.Monks and Attain. From 2018 - 2020, he served as the Vice President, APAC of Innovid (now publicly traded, NYSE:CTV), leading the company's expansion into Japan, Singapore, and Australia. The preceding 4 years with Tapad (acquired by Experian), allowed Henry to become a seasoned Sales Engineer, grow and lead a global Technical Integrations team, and relocate to Singapore, leading sales and operations in the APAC region. Before beginning his career and learning front-end engineering on-the-job at Wyng (formerly Offerpop), Henry received a dual-major (BA/BS) in Sociology and Economics & Finance from Bard College in New York. FAQs Why is signal and identity fragmentation increasing across digital and offline channels? Signal and identity fragmentation is increasing across digital and offline channels because consumers now engage across more devices, platforms, and environments. Each environment introduces its own identifiers and privacy rules. This growth creates more signals overall, which increases the need for unification rather than reliance on a single ID. How should marketers think about alternative IDs in a multi-signal ecosystem? Alternative IDs add reach and coverage when they connect through a common identity framework. They work best alongside first-party data, device identifiers, and contextual signals. Resolution turns multiple IDs into one consistent view of the consumer. What role does unified identity play in CTV and cross-device media? CTV environments often assign multiple platform-specific identifiers to the same household or device. A unified identity layer links those identifiers together. This approach supports consistent audience recognition across streaming apps, devices, and digital channels. How does unified identity support accurate measurement and attribution? Unified identity connects media exposure to outcomes across digital, TV, and offline touch points. It enables marketers to see how different channels contribute to real actions like visits or purchases. Measurement improves when identity remains consistent across the full journey. Why does an identity strategy matter beyond digital advertising? Identity extends into offline signals such as transactions, loyalty activity, and household data. A unified foundation aligns online and offline interactions into one coherent profile. This connection supports planning, activation, and measurement across the entire customer experience. Latest posts