At A Glance
Financial marketers serve consumers with very different financial habits, digital behaviors, and spending patterns. Experian Audiences offer approximately 400 financial segments and thousands of additional syndicated options covering various industries to help reach individuals at the right moment across generations, channels, and seasonal events. These privacy-safe audiences support acquisition, engagement, and year-round planning.In this article…
Experian Audiences help financial marketers serve consumers with very different financial habits, digital behaviors, and spending patterns. Backed by our deep insight into income, debt, and credit, digital behavior, and household dynamics, our approximately 400 financial audiences and 3,500+ syndicated segments give financial marketers the ability to engage consumers with relevance across every life stage, channel, and financial mindset.
To help financial marketers build effective, more adaptable programs, in this article, we’ll explore two approaches:
- Generational: How financial behaviors differ across life stages
- Seasonal: How consumer financial motivation spikes at key times of year
Together, these approaches help financial marketers reach the right consumers with the right message at the right moment.
Generational approach
Financial marketers face a new kind of challenge: some consumers still visit branches, while others manage nearly every financial task from their phones. That gap reflects more than a channel preference; it signals distinct financial needs, confidence levels, and expectations for how money should work across generations.
How do financial behaviors differ across generations?
Generational digital behaviors
The data below highlights key differences in how younger consumers engage with digital financial tools compared with Boomers.
| Behavior/metric | Gen Z and Millennials | Boomers |
| Use peer-to-peer transfer apps (Venmo, PayPal) | ~50% | ~20% |
| Use a mobile wallet daily | 79% (Gen Z), 67% (Millennial) | Nearly 70% have never used one |
Younger generations are driving a mobile-first approach to money management, while Boomers are far less likely to manage their finances this way. They prioritize tools that help them build credit, reduce debt, manage rising costs, and automate everyday tasks. This behavior is reshaping how financial institutions think about acquisition, product relevance, and loyalty.
Generational workforce and retirement dynamics
As Boomers retire, their focus shifts to protecting accumulated wealth, steady income, and simplified service experiences. These changes are reshaping household finances and long-term planning behaviors across the country.
The table below outlines how shifting workforce composition and retirement milestones differ across generations.
| Behavior/metric | Gen Z and Millennials | Boomers |
| Share of the U.S. workforce | Growing toward 74% of the global workforce by 2030 (younger generations collectively) | ~15% of the U.S. workforce and shrinking |
| Retirement outlook | Expected age to retire 67-69 | ~75 million people will have retired by 2030 |
Marketers need to do more than track trends; they need to act on them with confidence. That’s where Experian Audiences come in.
Turn generational insights into action with Experian Audiences
Experian Audiences turn complex generational data into actionable marketing segments, helping financial brands reach the right people with the right message across every life stage. We offer approximately 400 financial audiences, each reflecting distinct financial priorities, from debt management to wealth preservation. These audiences are built using privacy-safe data and grounded in our deep understanding of income, debt, and digital behavior.
Experian’s financial audiences blend credit, behavioral, and demographic signals to help you connect with consumers based on:
- Debt profile, including type and overall burden
- Income tier and earning stage
- Financial confidence and digital engagement habits
How can marketers activate generational insights with Experian Audiences?
Each generation has unique financial journeys, needs, and motivations that marketers can address with Experian Audiences designed to reach:
- Generation Z (Gen Z)
- Millennials
- Generation X (Gen X)
- Baby boomers (Boomers)
In addition to these four generational segments, Experian Audiences also includes segments that apply broadly across life stages. These audiences reflect core financial attributes, such as income, capacity, and lifestyle, that are consistently relevant and can be layered onto any generational strategy.
- Ability to pay
- Generational income bands
- Income
- Mosaic® USA
While Fair Lending regulations prohibit age-based targeting, these groups are not built on age itself. Instead, they’re derived from observable financial behaviors and signals that often align with different life stages; allowing marketers to engage consumers in a compliant, behavior-driven way. We also offer FLA-friendly¹ audience segments when required, alongside expanded options for non-lending campaigns, supporting initiatives such as brand and product awareness, deposit growth, credit union membership, and other programs that don’t rely on credit-based targeting.
You can find the full taxonomy paths in the appendix.
This generation is young, digitally savvy, and highly engaged. Gen Z is beginning their financial journey with a focus on independence and debt management. Their preference for mobile-first tools and peer-to-peer payments reflects an expectation for simple, accessible financial experiences. Campaigns centered on credit-building tools, savings apps, and financial literacy resources are especially relevant for this group.
Here are seven recommended audiences to target Gen Z:
- Credit Card Financial Personality
- Discretionary Spend: Dining Out
- Discretionary Spend: Education
- Discretionary Spend: Entertainment
- In Market Buy Now Pay Later
- In Market for Auto Loan or Lease
- Renter
How to use these audiences
Financial marketers can activate audiences like Credit Card Financial Personality, In-Market Buy Now Pay Later, and Renter to introduce credit-building tools and mobile-first financial products.
Millennials are entering their peak earning years while balancing family, homeownership, and digital convenience. Their preference for digital and contactless payments reflects a broader expectation for seamless, mobile-first financial experiences. Campaigns highlighting mortgage products, family insurance, and digital banking resonate across connected TV, mobile, and display.
| Behavior/metric | Millennial |
| Prefer digital or contactless payments | ~85% |
Here are ten audiences to target Millennials:
- Deposits Financial Personality
- Discretionary Spend Education
- Discretionary Spend Home Furnishings
- In Market Buy Now Pay Later
- In Market Real Estate
- Investable Assets
- Likely to Move
- Mortgage Financial Personality
- New Parents
- Student Loan Age
How to use these audiences
Financial marketers can use audiences such as Mortgage Financial Personality, New Parents, and Discretionary Spend: Home Furnishings to reach Millennials navigating homeownership, family growth, and major financial decisions.
Gen X leads in household income and prioritizes investments, education, and long-term financial stability. They respond well to data-driven offers for refinancing, college planning, and wealth management, especially across digital video, streaming, and email channels.
Here are ten audiences to target Gen X:
- Discretionary Spend
- Discretionary Spend Donations
- Discretionary Spend Entertainment
- Discretionary Spend Travel
- Equity Loan Age
- Insurance Financial Personality
- Investment Financial Personality
- Investable Assets
- Mortgage Loan Age
- Net Asset Score (Net Worth)
How to use these audiences
Financial marketers can utilize audiences like Investment Financial Personality, Equity Loan Age, and Net Asset Score to promote refinancing, college planning, and wealth-building solutions.
Boomers tend to have lower debt loads and more stable income, but place a high value on security and simplicity. Their channel preferences skew traditional, focusing on direct mail, television, and formats that reinforce trust and familiarity.
| Behavior/metric | Boomer |
| Median net worth | $410,000 |
| TV consumption | 98% watch TV; 77% watch more than 2 hours per day |
| Newspaper readership | 50%+ still read print or a mix of print and digital |
Here are eight audiences to target Boomers:
- Charitable Causes
- Discretionary Spend
- Discretionary Spend Donations
- Discretionary Spend Travel
- Equity Loan Age
- Home Equity Financial Personality
- Mortgage Loan Paid Off or “Has Existing”
- Net Asset Score (Net Worth)
How to use these audiences
Financial marketers can target audiences such as Home Equity Financial Personality, Mortgage Loan Paid Off, and Net Asset Score to support messaging around wealth preservation, estate planning, and retirement security.
Seasonal approach
Alongside generation insights, financial advertisers should also capitalize on key seasonal events where financial motivation naturally spikes. Each season brings unique consumer behaviors, and Experian Audiences can be activated to align with these key seasonal moments.
Tax season
Refunds and debt payoff are top of mind as consumers prepare and file their returns.
- Experian Audiences you can activate:
- Household Tax Shelter User
- Tax Preparation Services and Software
- Tax Return: Professional Service Prepare User
- Tax Return: Self Prepare User
How to use these audiences
Use Tax Preparation Services and Software or Tax Return: Self Prepare User to reach consumers actively preparing returns, paying down debt, or planning how to use their refunds.
Home buying season
Mortgage, refinancing, and home equity activity increases as consumers enter the peak home buying window.
- Experian Audiences you can activate:
- In Market First Mortgage
- In Market Home Equity
- In Market New Mortgage
- In Market Second Mortgage
- Refinancing Homeowners
How to use these audiences
Use In Market First Mortgage or Refinancing Homeowners to connect with consumers exploring first-time home purchases, refinance options, or equity-based borrowing.
Back-to-school
Household spending increases as families manage education costs, holiday purchases, and year-end budgeting. This period also drives heightened activity around payments, credit usage, and financial planning.
- Experian Audiences you can activate:
- Back to School High Spend
- Back to School Moderate Spend
- Back to School Spend: PreK through High School
- College Tuition Geo Index High Spenders
- Credit Card Age <2 Years
- Credit Seeking Card Switcher
- In Market Credit Card
- In Market Personal Loan
- Mobile Location > College Students
- Student Loan Age <5 Years
- Student Loan Existing
How to use these audiences
Activate Back to School High Spend, Back to School Moderate Spend, or Back to School Spend: PreK through High School audiences to reach households actively preparing for the school year.
Year-end planning (October-December)
As Boomers and Gen X plan for retirement or tax optimization, focus on wealth preservation and investment management.
- Experian Audiences you can activate:
- Baby Boomer Household Income $150K–$249K
- Baby Boomer Household Income $250K–$499K
- Estimated Household Income Range $500K
- Gen X Household Income $1M Plus
- Geo-Indexed Household Income $1M Plus
How to use these audiences
Use Estimated Household Income Range $500K or Geo-Indexed Household Income $1M Plus to engage consumers focused on financial wrap-up activities.
What sets Experian Audiences apart?
Our syndicated audiences give you an advantage across channels, offering both scale and accuracy:
- Experian’s 3,500+ syndicated audiences can be sent to 200+ leading social platforms, such as Meta and Pinterest, TV, and programmatic advertising platforms, and activated directly within Audigent, a part of Experian, with private marketplaces (PMPs).
- Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes.
- Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent, a part of Experian, for activation in PMPs, and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk.
You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list, download our syndicated audiences guide.
Where can you activate Experian Audiences?
Experian Audiences can be activated on 200+ leading destinations or found directly on over 30 platforms, including:
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.
Activate Experian Audiences today with Audigent
Audigent will build customized deals that combine premium Experian Audiences or Partner Audiences and inventory into a single, streamlined deal ID – tailored to your campaign needs. Plus, our powerful supply-side optimization ensures your campaigns deliver top marks in performance.
Connect with the Audigent team today at AudigentAgency_Brands@experian.com to get started.
Make every consumer part of your financial strategy
From first paychecks to retirement portfolios, every generation has its own financial story, and seasonal moments create predictable spikes in financial behavior. With Experian Audiences, you can plan across life stages and timing to meet consumers when intent is highest, building relationships grounded in trust, relevance, and meas
Reach out to us today
FAQs
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.
Financial marketers can use Experian Audiences by aligning audience selection with generational priorities, such as digital banking for Gen Z or retirement planning for Boomers, to improve engagement and ROI.
Experian Audiences are designed to meet a variety of needs while respecting different levels of privacy standards. For example, we offer FLA-compliant segments where required, as well as broader audiences for objectives such as brand awareness, promotion, credit union membership growth, and more.
Experian’s approach to data is guided by our Global Data Principles, which reflect how we protect and manage information:
Data security: safeguarding data against unauthorized access, use, or loss
Accuracy: ensuring data is as accurate, complete, and relevant as possible
Fairness: collecting and using data responsibly and for legitimate purposes
Transparency: being open about the data we collect, how it’s used, and where it’s shared
Inclusion: using data to expand financial access and support consumer financial health
You can activate Experian Audiences are available across 200+ digital and connected TV platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs.
Yes, you can combine Experian data with your own. You can combine your own first-party data with Experian’s 3,500+ syndicated audiences and additional segments from multiple Partner data providers, as a custom audience within a Curated Deal or self-service via Audience Engine.
Footnote
- “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws.
Appendix
Generation Z
- Financial Personalities > Credit Card Financial Personality > Uninterested, Average Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Reluctant User, High Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Loyal Rewards Enthusiast, Low Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Credit Seeking Card Switcher, High Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Complacent Card User, Low Credit Card Balance
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229
- Financial FLA Friendly > In Market > Buy Now Pay Later
- Financial > In Market > Buy Now Pay Later
- Financial FLA Friendly > In Market Auto Loan
- Financial FLA Friendly > In Market Auto Lease
- Demographics > Homeowners/Renters > Renter
Millennials
- Financial Personalities > Deposits Financial Personality > Uninterested, Average Deposit Balance
- Financial Personalities > Deposits Financial Personality > Self-Directed Diversifier, Very High Deposit Balance
- Financial Personalities > Deposits Financial Personality > Hesitant Borrower, Low Deposit Balance
- Financial Personalities > Deposits Financial Personality > Demanding Advice Seeker, Low Deposit Balance
- Financial Personalities > Deposits Financial Personality > Conservative Branch Banker, Very High Deposit Balance
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271
- Financial FLA Friendly > In Market > Buy Now Pay Later
- Financial > In Market > Buy Now Pay Later
- Publisher Derived > In-Market: Real Estate > In-Market Real Estate
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score Less Than $10000
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $10000-$49999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $50000-$99999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $100000-$249999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $250000-$499999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $500000-$999999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $1000000 Plus
- Lifestyle and Interests (Affinity) > Movers > Likely to Move
- Financial Personalities > Mortgage Financial Personality > Uninterested, Slightly Below Average Mortgage Balance
- Financial Personalities > Mortgage Financial Personality > Secure, Active Refinancer, Above Average Mortgage Balance
- Financial Personalities > Mortgage Financial Personality > Disciplined, Passive Borrower, Below Average Mortgage Balance
- Financial Personalities > Mortgage Financial Personality > Conservative, Bank Loyalist, Slightly Below Average Mortgage Balance
- Financial Personalities > Mortgage Financial Personality > Advice Seeking Refinancer, Slightly Above Average Mortgage Balance
- Life Events > New Parents > Child Age 0-36 Months
- Financial FLA Friendly > Student Loan Age > 9 Years
- Financial FLA Friendly > Student Loan Age > 8 Years
- Financial FLA Friendly > Student Loan Age > 7 Years
- Financial FLA Friendly > Student Loan Age > 6 Years
- Financial FLA Friendly > Student Loan Age > 12 Years
- Financial FLA Friendly > Student Loan Age > 11 Years
- Financial FLA Friendly > Student Loan Age > 10 Years
- Financial FLA Friendly > Student Loan Age > <5 Years
Generation X
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $682-$1364
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $1365-$99999
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $0-$681
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $193-$99999
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $102-$192
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $0-$101
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $993-$99999
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $525-$992
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $0-$524
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $911-$1973
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $1974-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $0-$910
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $952-$1763
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $1764-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $0-$951
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $833-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $326-$832
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $0-$325
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $2568-$99999
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $1265-$2567
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $0-$1264
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $31619-$99999
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $0-$7900
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $7901-$10930
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $21952-$31618
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $15180-$21951
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $10931-$15179
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $2818-$99999
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $1459-$2817
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $0-$1458
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $727-$99999
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $331-$726
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $0-$330
- Financial FLA Friendly > Equity Loan Age > 9 Years
- Financial FLA Friendly > Equity Loan Age > 7-8 Years
- Financial FLA Friendly > Equity Loan Age > 12+ Years
- Financial FLA Friendly > Equity Loan Age > 11 Years
- Financial FLA Friendly > Equity Loan Age > 10 Years
- Financial FLA Friendly > Equity Loan Age > <6 Years
- Financial Personalities > Insurance Financial Personality > Uninterested, Below Average Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Secure Agent-Oriented Loyalist, High Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Reluctant Insurance Skeptic, Below Average Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Insurance Averse, Below Average Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Engaged Advice Seeker, Average Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Confident, Self-Directed Planner, High Insurance Policy Face Value
- Financial Personalities > Investments Financial Personality > Skeptical, Fund-Oriented Investor, Low to Medium Investable Assets
- Financial Personalities > Investments Financial Personality > Savvy Sounding-Board Seeking Investor, Average Investable Assets
- Financial Personalities > Investments Financial Personality > Price Sensitive, Self-Directed Investor, Very High Investable Assets
- Financial Personalities > Investments Financial Personality > Cautious Investing Novice, Low Investable Assets
- Financial Personalities > Investments Financial Personality > Broker-Reliant Delegator, Very High Investable Assets
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score Less Than $10000
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $10000-$49999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $50000-$99999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $100000-$249999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $250000-$499999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $500000-$999999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $1000000 Plus
- Financial FLA Friendly > Mortgage Loan Age > 9 Years
- Financial FLA Friendly > Mortgage Loan Age > 8 Years
- Financial FLA Friendly > Mortgage Loan Age > 7 Years
- Financial FLA Friendly > Mortgage Loan Age > 6 Years
- Financial FLA Friendly > Mortgage Loan Age > 5 Years
- Financial FLA Friendly > Mortgage Loan Age > 13 Years
- Financial FLA Friendly > Mortgage Loan Age > 11-12 Years
- Financial FLA Friendly > Mortgage Loan Age > 10 Years
- Financial FLA Friendly > Mortgage Loan Age > <4 Years
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score Net Worth $1000000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $2500000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score Less Than $25000
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $750000-$999999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $75000-$99999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $500000-$749999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $50000-$74999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $5000000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $250000-$499999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $25000-$49999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $2500000-$4999999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $100000-$249999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $1000000-$2499999
Baby boomers
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Private Foundations
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Political Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Health Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Education Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Arts/Culture Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes by Volunteering
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $682-$1364
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $1365-$99999
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $0-$681
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $193-$99999
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $102-$192
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $0-$101
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $993-$99999
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $525-$992
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $0-$524
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $911-$1973
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $1974-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $0-$910
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $952-$1763
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $1764-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $0-$951
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $833-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $326-$832
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $0-$325
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $2568-$99999
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $1265-$2567
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $0-$1264
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $31619-$99999
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $0-$7900
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $7901-$10930
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $21952-$31618
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $15180-$21951
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $10931-$15179
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $2818-$99999
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $1459-$2817
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $0-$1458
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $727-$99999
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $331-$726
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $0-$330
- Financial FLA Friendly > Equity Loan Age > 9 Years
- Financial FLA Friendly > Equity Loan Age > 7-8 Years
- Financial FLA Friendly > Equity Loan Age > 12+ Years
- Financial FLA Friendly > Equity Loan Age > 11 Years
- Financial FLA Friendly > Equity Loan Age > 10 Years
- Financial FLA Friendly > Equity Loan Age > <6 Years
- Financial Personalities > Home Equity Financial Personality > Uninterested, Low Home Equity Balance
- Financial Personalities > Home Equity Financial Personality > Secure, Savvy Credit User, High Home Equity Balance
- Financial Personalities > Home Equity Financial Personality > Home Equity Enthusiast, Very High Home Equity Balance
- Financial Personalities > Home Equity Financial Personality > Home Equity Averse Skeptic, Very Low Home Equity Balance
- Financial Personalities > Home Equity Financial Personality > Hesitant Borrower, Low Home Equity Balance
- Financial FLA Friendly > Mortgage Loan Paid Off
- Financial FLA Friendly > Mortgage Loan Has Existing
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score Net Worth $1000000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $2500000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score Less Than $25000
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $750000-$999999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $75000-$99999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $500000-$749999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $50000-$74999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $5000000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $250000-$499999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $25000-$49999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $2500000-$4999999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $100000-$249999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $1000000-$2499999
Tax season
- Lifestyle and Interests (Affinity) > Financial Behavior > Household Tax Shelter User
- Publisher Derived > In-Market: Financial Services > Tax Preparation Services and Software
- Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return –Professional Service Prepare user
- Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return – Self prepare user
Home buying season
- Financial FLA Friendly > In Market First Mortgage
- Financial FLA Friendly > In Market Home Equity
- Financial FLA Friendly > In Market New Mortgage
- Financial FLA Friendly > In Market Second Mortgage
- Financial FLA Friendly > Refinancing Homeowners
Back to school
- Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel – High School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend
- Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend – PreK (Early Ed – PreK)
- Geo-Indexed > Discretionary Spend > College Tuition GeoIndex High Spenders
- Financial Personalities > Credit Card Financial Personality > Credit Seeking Card Switcher, High Credit Card Balance
- Financial FLA Friendly > In Market Credit Card
- Financial FLA Friendly > In Market Personal Loan Consolidated
- Mobile Location Models > Visits > College Students
- Financial FLA Friendly > Student Loan Age > <5 Years
- Financial FLA Friendly > Student Loan Has Existing
Year-end planning
- Demographics > Household Income (HHI) > Baby Boomer Household Income $150K-$249K
- Demographics > Household Income (HHI) > Baby Boomer Household Income $250K-$499K
- Demographics > Household Income (HHI) > Estimated Household Income Range $500K Plus
- Demographics > Household Income (HHI) > Gen X Household Income $1M Plus
- Geo-Indexed > Demographics > Geo-Indexed Household Income $1M Plus
Latest posts
In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us Identity resolution FAQs Why is identity resolution critical for CTV and cross-channel campaigns? Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web. What strategies help address the loss of cookies and mobile IDs? Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade. How can engagement translate into measurable results? Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration. What makes cross-channel targeting more effective? By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith VP Product, Data Products, Infillion Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts
Audigent, a part of Experian, was named Microsoft Advertising’s Curator of the Year. The honor recognizes Audigent’s leadership for advancing privacy-safe, sell-side curation that packages high-quality audiences with premium supply for measurable campaign performance. Once only a buzzword, curation has become a mainstream strategy for activating advertisers’ first-party data and streamlining programmatic buying. To recognize this shift and the leaders driving it, Microsoft introduced Curate and established the Curator of the Year award to celebrate excellence in this category. Audigent was recognized for: End-to-end curation from audience planning through activation for outcomes-based, closed-loop programs. Breadth of deal and supply types using unique datasets, real-time supply connections and always-on optimization. Data-driven activation with curation across a large publisher footprint that utilizes Experian marketing data, first-party data, and partner audiences. Audigent’s unique, contextual, and predictive audience data solutions are built into all programmatic media buying. The combination of Audigent’s Real-Time Data and Curation Platform and first-party data, along with Experian identity and optimization, turns real engagement into ready-to-activate audiences. These audiences are available within Microsoft Curate and across omnichannel buying. "Audigent is proud to be named Microsoft Advertising’s Curator of the Year. This is a clear validation of the work our team has done to make curation the new standard in data-driven programmatic activation. We will continue to set the standard by expanding curated deals in Microsoft Curate. This will help maximize efficiency across the bidstream.”Chris Meredith, Head of Supply Side Partnerships Together, Experian and Audigent connect identity to inventory, enabling advertisers to reach the right audiences with precision and scale. By harnessing Experian identity and audience solutions and activating Audigent-curated deals in Microsoft Curate, brands can unlock new levels of efficiency and performance across every programmatic channel. This recognition sets the stage for even greater innovation, collaboration, and results in the year ahead. Ready to design your curated library? Let's connect Latest posts
How third-party data has changed and why it matters in 2025 For years, third-party data operated in an expansive, lightly regulated marketplace: fast-moving, high-growth, and filled with players eager to capitalize on digital marketing’s demand for audience insights. That era is over. Regulatory scrutiny, stricter compliance standards, and rising consumer expectations have already transformed the market. Today, third-party data belongs to partners with proven expertise and built-in compliance. This isn’t a space for opportunistic newcomers; it’s one that rewards long-term commitment and trust. Even the rapid rise of retail media networks (RMNs) reflects this shift. These platforms are built on long-standing, trusted relationships between brands, retailers, and data partners, utilizing that foundation in new ways to reach audiences responsibly and effectively. The best providers have already made this transition; those still “shifting” are catching up. From growth to governance: A market defined by accountability The third-party data ecosystem has matured. After years of rapid expansion and recalibration, the market has stabilized around a new standard: data quality and regulatory accountability. Third-party data enriches first-party insights with attributes such as income, gender, and interests that round out the customer view. But when the industry grew unchecked, unreliable providers diluted quality and trust. This resulted in a decline in the overall value and reliability of the third-party data marketplace. That breakdown led directly to today’s privacy laws, now active across more than 20 U.S. states and numerous countries worldwide. These regulations reflect a permanent consumer expectation: relevance delivered responsibly. Consumers aren’t rejecting personalization; they’re rejecting how it’s been done in the past. They still want relevant, tailored experiences, but they expect brands to deliver them through ethical, transparent data practices. Does third-party data still matter in a privacy-first era? Third-party data isn’t disappearing, if anything, it’s become more important. Brands will always need additional insight to deepen customer understanding; first-party data alone only reflects what’s already known. The industry has entered a mature phase where data quality and compliance are table stakes. The companies leading today built their data infrastructure on rigorous standards, regulatory foresight, and transparent governance. That same foundation powers the next wave of innovation, including the explosive growth of RMNs. RMNs rely on responsibly sourced third-party data to enrich shopper insights, validate audiences, and extend addressability beyond their own walls. Trusted data partners make that expansion possible, connecting retail environments with broader media ecosystems while maintaining privacy and accuracy. High-quality, compliant third-party data remains essential because it: Fills knowledge gaps 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. Improves accuracy Filling in gaps in customer understanding helps you identify, reach, and engage your customers more effectively. This helps improve the delivery of relevant messages and offers to your customers and prospects across channels. Builds connections Third-party data helps brands build loyalty with consumers by speaking to their interests, and intent behind purchases. Fuels prospecting Third-party data can help you find your best prospects. By enriching customer files, you can understand who your best customers are, and how to find more of them. By modeling this data, you can determine who your best customers are and source prospects similar to them. Advancements in AI and machine learning are reshaping how this data is used across the ecosystem. What was once primarily a buy-side tactic is now expanding into the sell-side, where publishers and platforms are using data to curate, package, and activate audiences more intelligently. As AI enhances modeling accuracy and automation, third-party data will play an even greater role in connecting brands and consumers in more meaningful, privacy-conscious ways. The bottom line: it’s not about having more data; it’s about having better, verified data you can trust. How can you spot a trustworthy data partner? The strongest third-party data partners demonstrate accountability through experience, infrastructure, and integrity. Swipe right on the perfect data partner Look for providers that: Operate with clear data principles Trustworthy partners publish and follow codified data principles that guide every step of data handling. Experian adheres to a set of global data principles designed to ensure ethical practices and consumer protection across all our operations. Treat new privacy regulations as routine For mature providers, evolving privacy laws are routine, not disruptive. At Experian, privacy and compliance have long been built in. Every partner and audience goes through Experian’s rigorous review process to meet federal, state, and local consumer privacy laws. Decades of experience have shaped processes that emphasize risk mitigation, transparency, and accountability. Stay deeply connected Leading data companies maintain deep relationships with technology partners and industry and regulatory groups to ensure that ethical data practices are put into practice and their customers are aware of platform-specific regulations. Experian's relationships with demand-side platforms (DSPs), supply-side platforms (SSPs), and even social platforms like Meta, ensures we are aware of any platform-specific initiatives that may impact audience targeting. We’re also active participants in many trade groups to ensure that the industry puts ethical data practices in place to ensure consumers still receive personalized experiences but their data usage and collection is opt-in, transparent and handled with their privacy at the center of the transaction. Have a proven track record in the industry Longevity matters in a regulated and compliance-driven industry. Providers that have thrived through economic cycles and regulatory shifts are the ones equipped for the future. The ability to source high-quality third-party data is core to their business, not an afterthought. Our data is ranked #1 in accuracy by Truthset, giving our clients confidence that every decision they make is backed by the industry’s most reliable insights. Why the future of third-party data depends on accountability The third-party data industry has already crossed the threshold from expansion to accountability. The companies leading this era have established their credibility through governance and proof. The future belongs to providers that: Build with regulatory foresight Maintain rigorous quality assurance Prioritize partnership over profit The Wild West days are long gone. The third-party data ecosystem is now defined by stability, transparency, and shared responsibility. Partner with Experian for data you can trust and results you can prove When accuracy and accountability define success, you need a partner built on both. Work with the company that’s setting the standard for responsible data-driven marketing and helping brands connect with people in meaningful, measurable ways. 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. Third-party data FAQs What is third-party data? Third-party data is information collected by organizations that don’t have a direct relationship with the consumer. It supplements first-party data by adding demographic, behavioral, and interest-based insights. Why are privacy regulations reshaping data practices? Privacy regulations are reshaping data practices because consumers expect control over how their information is used. That expectation led directly to today’s privacy laws, now active across more than 20 U.S. states and numerous countries worldwide. These regulations reflect a permanent consumer expectation: relevance delivered responsibly. Consumers aren’t rejecting personalization; they’re rejecting how it’s been done in the past. They still want relevant, tailored experiences, but they expect brands to deliver them through ethical, transparent data practices. Laws like the CCPA and state-level privacy acts enforce this expectation, holding brands and data providers accountable for the ethical use of data. Can brands still use third-party data safely? Yes, brands can still use third-party data safely when sourced responsibly. Partnering with established, compliant providers like Experian ensures both legal protection and data accuracy. How does Experian ensure compliance with evolving privacy regulations? Experian adheres to a set of global data principles designed to ensure ethical practices and consumer protection across all our operations. At Experian, privacy and compliance have long been built in. Every partner and audience goes through Experian’s rigorous review process to meet federal, state, and local consumer privacy laws. Decades of experience have shaped processes that emphasize risk mitigation, transparency, and accountability. Experian's relationships with demand-side platforms (DSPs), supply-side platforms (SSPs), and even social platforms like Meta, ensures we are aware of any platform-specific initiatives that may impact audience targeting. We’re also active participants in many trade groups to ensure that the industry puts ethical data practices in place to ensure consumers still receive personalized experiences but their data usage and collection is opt-in, transparent and handled with their privacy at the center of the transaction. What should marketers look for in a data partner? Marketers should look for transparency, longevity, and evidence of compliance when looking for a data partner. The best partners can clearly explain how their data is sourced, validated, and maintained. Read Experian's guide on how you can swipe right on the perfect data partner here. Latest posts