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
Holiday shopping in 2025 feels a lot like a complicated relationship. Shoppers want deals, but they also want trust. They start shopping early, but they’re still browsing well into December. They love the convenience of online shopping, but they still show up in-store before making the final call. Our 2025 Holiday spending trends and insights report, created this year in collaboration with GroundTruth, explores these contradictions. Our findings show that this year’s holiday season isn’t about one big shift; it’s about managing the push and pull between what consumers say, what they do, and how marketers respond. Here are three complicated truths you need to know. Experian's 2025 Holiday spending trends and insights report Optimize your 2025 holiday shopping campaigns with our latest report with GroundTruth. Download now 1. The new rules of holiday timing Almost half (45%) of consumers plan to start shopping before November, but 62% admit they’ll still be buying in December. And post-holiday shopping (think gift card redemptions and deal-hunting) remains a real factor. Why it’s complicated The holiday calendar isn’t what it used to be. There’s no single “big moment” anymore. Instead, shoppers are spreading purchases across months, peaking around the “Turkey 12” (the 12 days surrounding Thanksgiving) and again in the final December rush. What to do about it Stretch your campaigns across the full season, not just Cyber Week. Refresh offers to stay relevant as shopper motivations change from deal-seeking to last-minute urgency. Watch for post-holiday momentum and extend your promotions into January. How belVita nailed the timingIn celebration of National Coffee Day, belVita partnered with GroundTruth on a one-month campaign to boost product awareness and drive foot traffic to Target stores. By utilizing digital out-of-home (DOOH) and mobile ads powered by location, behavioral, and purchase-based targeting, the campaign achieved a 3.44% visitation rate, nearly $476k in products added to carts, and a low cost-per-visit of just $0.22. 2. Online leads, but in-store still seals the deal Nearly 40% of shoppers say they’ll split their purchases between online and in-store and 80% of consumers still prefer the in-store experience. Only a small fraction plan to shop exclusively in one channel. That means while digital often starts the journey, the final decision often happens in a physical store. Why it’s complicated Shoppers love the convenience of browsing online, but they still want the reassurance of seeing, touching, or testing products before buying. In-store isn’t just about the transaction, it’s the validation step. What to do about it Build omnichannel strategies that connect digital discovery with in-store follow-through. Use location and identity data to tie digital impressions to real-world actions, like foot traffic and purchases. Focus on consistency: shoppers expect the same value, tone, and trust whether they’re on a website, in an app, or standing in a store aisle. How Duke Cannon used on-premise targeting to drive sales liftDuke Cannon, a premium men's grooming brand, partnered with GroundTruth to launch a successful multichannel campaign utilizing location-based and behavioral audience targeting across CTV and mobile screens to drive in-store visits and sales. By targeting consumers with mobile ads while they were physically in-store, the company capitalized on high purchase intent, aiding in the 12% sales lift. This strategic approach resulted in over 43.9k provable in-store visits and a significant increase in sales. 3. Marketers double down, consumers hold back This holiday season, expectations are split. 66% of marketers expect holiday spend to rise, but only 22% of consumers agree. While brands are leaning into bigger investments across CTV, retail media, and social, shoppers are staying cautious, weighing value and waiting for the right deal. Why it’s complicated That disconnect introduces risk. If marketers don’t align spend with real consumer behavior, budgets can get wasted in the rush to cover every channel. Shoppers haven’t stopped spending, but they're spending differently. They’re trading down to discount and big-box retailers while cutting back in discretionary categories like apparel and restaurants. What to do about it Prioritize efficiency by focusing on the right audiences, not just more impressions. Make consistency your advantage: reach people once and connect across platforms instead of chasing fragmented signals. Balance aggressive media investment with messaging that acknowledges consumer caution — shoppers want value and trust, not hype. Measuring TV and streaming impact with iSpotiSpot’s Audience Builder, powered by Experian’s Marketing Attributes, helps brands reach high-value audiences. During the holiday season, a luxury retailer could target $100K+ households with affluent lifestyle interests. With iSpot’s Unified Measurement platform, they can track performance across linear TV and streaming and shift spend in real time to maximize results. The bottom line on 2025 holiday shopping trends This year’s holiday shopping season is, well…complicated. Shoppers are cautious but still engaged. They’re early planners and last-minute browsers. They want the ease of digital, but the confidence of in-person. For marketers, the opportunity lies in embracing that complexity, not trying to simplify it away. The brands that balance relevance, trust, and convenience across the full season and across every channel will be the ones that win. Download our full 2025 Holiday spending trends and insights report to explore all five shifts shaping this season and see how you can turn complexity into opportunity. Download About the author Fred Cheung Director, Partnership Sales, Audigent, a part of Experian Fred Cheung has spent over a decade in the programmatic advertising space, with roles at Mindshare, Jounce Media, Twitter, and The Trade Desk. His deep experience in trading and product management helps in his current function on the Experian Marketing Services’ Sales team where he focuses on data growth and adoption across the industries’ leading buy-side platforms. 2025 holiday shopping trends FAQs Why is holiday shopping in 2025 described as “complicated”? Because consumer behavior is full of contradictions. People will shop earlier but also later, browse online but purchase in-store, and want deals while demanding trust. Marketers need to navigate these push-and-pull dynamics. When do most shoppers plan to start their holiday shopping? Nearly half (45%) say they’ll start before November, but 62% admit they’ll still be buying in December, with momentum even continuing into January through gift card redemptions and deal-hunting. What role do physical stores still play in holiday shopping? Although many consumers begin online, the majority still make their final decisions in-store. In-person shopping acts as a validation step where customers can see, touch, or try products before buying. How should marketers adapt their strategies to shifting holiday timing? Instead of focusing only on Black Friday or Cyber Week, marketers should stretch campaigns across the full season, refresh offers frequently, and continue promotions into January. Are marketers and consumers aligned on holiday spending expectations? Not entirely. 66% of marketers expect spending to rise, but only 22% of consumers agree. Shoppers are cautious, prioritizing value and often trading down to discount or big-box retailers. What’s the best way to connect online discovery with in-store sales? An omnichannel approach using identity and location data can bridge digital impressions with real-world actions like store visits and purchases, ensuring consistency across touchpoints. What can brands learn from the case studies in the report? Brands like belVita and Duke Cannon successfully tied digital campaigns to in-store results by utilizing precise audience targeting, location data, and well-timed promotions. Where can I get the full insights report? You can download Experian’s 2025 Holiday spending trends and insights report to explore all five shifts shaping this season. Latest posts
We spend our days surrounded by screens: at work, at home, and everywhere in between. But audio is the one channel that moves with us, from morning routines to evening commutes, from workouts to household chores. More than two-thirds of U.S. consumers will listen to digital audio every month this year, making it one of the fastest-growing ways to connect with audiences. Experian and Audacy are working together to solve the challenges of fragmented listening, cross-platform targeting, and campaign measurement, helping brands reach people in the moments other channels can’t. Why audio sticks with us Audio fits into life’s in-between moments, from the commute to the workout to the chores, when other media can’t. Unlike video, it doesn’t demand full attention; it joins the flow of daily routines. This makes audio uniquely personal, creating connections that other formats can’t replicate. Audacy’s expertise in understanding listener behavior ensures that audio campaigns feel like a natural part of daily life. Experian's data helps advertisers identify the right audiences, while Audacy ensures the message is delivered at the right time. Together, we help brands create campaigns that resonate deeply with listeners. By meeting audiences in their moments of focus, audio becomes a powerful tool for building meaningful and lasting connections. "Audio is a companion in people’s daily rituals. Whether it’s doing dishes, folding laundry, or going for a run, you have audio going in your ears, and you’re really engaged with it. From an advertising perspective, that’s incredibly powerful because listeners are paying attention to the content.”Kevin Greenwald, SVP of Advertising and Audience Products Making sense of scattered listening habits Today’s listeners consume audio across a variety of devices and platforms. Devices like smart speakers and smart home hubs now account for over 27% of digital audio time spent daily among U.S. adults, highlighting the growing role of connected devices in audio consumption. When listeners bounce between apps, stations, and devices, it’s easy for advertisers to lose track of them. Audacy’s advanced platform capabilities, combined with Experian’s identity solutions, simplify this process by providing a unified view of audience behavior, ensuring campaigns remain cohesive. Audio is highly adaptable, letting advertisers tweak a message on the fly by shifting tone, length, or format to stay relevant in the moment. This flexibility ensures that campaigns remain cohesive and impactful, no matter where or how listeners engage. “Audio has a degree of flexibility that other channels don’t. You’re not tied to a programming clock, and ad lengths can vary. It’s also easy to create a great audio ad quickly, which makes it a channel ripe for experimentation and innovation.”Kevin Greenwald, SVP of Advertising and Audience Products Following listeners wherever they go Today’s listeners don’t stay in one place: they bounce from live radio in the morning to streaming music during the day, then wind down with a favorite podcast at night. For advertisers, that creates a challenge: how do you keep up with an audience that’s always moving? Without a unified view of the listener journey, campaigns can lose impact. With the right insights, though, every handoff becomes an opportunity to stay relevant and connected. Audacy’s platform, combined with Experian’s identity solutions, bridges these gaps. Together, we help you follow your audience wherever they go, creating consistent experiences that drive results. This approach improves targeting and ensures that messages remain impactful. "I hope that there’s a day coming where we can understand ad exposure in the car as well as more cars are connected and things like that. That would be really powerful."Kevin Greenwald, SVP of Advertising and Audience Products Your audience is listening, let's make sure they hear you Audio helps you connect with your audience in moments other channels miss. With Experian’s marketing data and Audacy’s expertise, you can simplify cross-platform targeting, improve campaign measurement, and create messages that truly resonate. Let’s work together to make your message heard. Let's talk audio strategy. Contact us today About our experts Kevin Greenwald SVP of Advertising and Audience Products, Audacy Kevin Greenwald is the SVP of Advertising & Audience Products, where he partners closely with Audacy's sales team to deliver leading ad product and measurement capabilities for their clients. Crystal Jacques VP of Enterprise Partnerships, Experian Crystal Jacques is the VP of Enterprise Partnerships, leading Experian's go-to-market team across all verticals. With over ten years of experience in the Identity space, Crystal brings a wealth of expertise to her role. She joined Experian in 2020 through the Tapad acquisition, following her successful stint as the head of Global Channel Partnerships for Adbrain, which The Trade Desk later acquired. Latest posts
Reach de-identified patient and provider segments at scale across every channel. Pharmaceutical brands and media platforms, including connected TV (CTV), can activate HIPAA-compliant audiences built on real-world clinical and claims data through a new collaboration between PurpleLab and Experian. Targeting de-identified audiences is essential for engaging the right patients at pivotal moments in their health journey, maximizing ROI while safeguarding privacy and improving outcomes. Overall, prescription drugmakers spent $2.97 billion on national TV advertising in the first half of 2025, a 12.2% year-over-year increase, underscoring the growing demand for scalable, privacy-compliant healthcare advertising in premium media environments. Now, whether you're a pharma advertiser launching a new therapy or a platform curating health-focused inventory, PurpleLab’s integration refreshes the media planning ecosystem, offering marketers easier access to the audiences needed to drive impact. Activate with accuracy and scale PurpleLab’s de-identified healthcare segments, categorized by condition, treatment, specialty, and prescription behavior, are now accessible through Experian's data marketplace, streamlining media planning. This integration enables PurpleLab’s privacy-safe audiences to travel from discovery to omnichannel delivery. Experian then handles onboarding, activation, and audience expansion, in accordance with HIPAA and with industry standards. Utilizing Experian’s identity graph, spanning household and individual-level insights, as well as marketing attributes, these healthcare audiences can be: Onboarded securely, matching hashed emails or tokens to digital identifiers Activated across major channels, including CTV, mobile, display, and social Expanded with confidence, reaching more of the target population, patients, or healthcare professionals, without relying on third-party cookies This infrastructure unlocks greater scale and completeness for niche pharma audiences that have historically been hard to reach in digital and streaming environments. For brands navigating fragmented media and tightening privacy regulations, this collaboration provides the clarity and consistency they’ve been seeking. “We know healthcare marketers are under pressure to get it right: to respect privacy, be accurate, and scale. That’s why we’re excited to bring PurpleLab audiences into the Experian data marketplace and make them available through Audigent’s curated deals. It gives pharmaceutical brands and platforms a clear way to plan and measure campaigns, with the assurance that they’re reaching patients and providers when it matters in the right way.”Kim Gilberti, General Manager Curation through Audigent: Premium supply meets premium data For advertisers seeking turnkey media solutions, PurpleLab audiences are now also available through Audigent’s curated deals. Audigent’s curated deals simplify media buying by packaging PurpleLab’s clinically grounded audiences with premium, brand-safe inventory, thus creating a unified package. Instead of stitching together data and supply separately, media buyers can now access pre-built or custom-curated media deals where PurpleLab audiences are already integrated, ideal for health and wellness programming, premium CTV, or contextual content aligned to therapeutic areas. This approach gives marketers both efficiency and accuracy, streamlining execution while maintaining compliance and relevance. “Bringing together PurpleLab’s clinically precise audiences with Experian’s powerful identity and activation capabilities, and pairing it with Audigent’s premium inventory, gives advertisers more than a turnkey solution. It’s the power to launch campaigns that truly resonate, with data and media working in harmony from day one to deliver both efficiency and impact."Scott Ronay, VP, Advertising Sales Real-world use cases: Accuracy with purpose CTV awareness for cardiovascular therapies A cardiovascular brand is launching a CTV campaign to reach healthcare providers involved in treatment decisions. Using PurpleLab’s provider-level segments from the Experian data marketplace, a brand can activate audiences across brand-safe, streaming environments. This strategy enables meaningful engagement with prescribers while maintaining scale and compliance across CTV and complementary digital channels. Cross-device activation for high-impact health campaigns A biotech firm promoting a new therapy needs to reach patients who are likely to have a relevant condition, based on modeled audience segments. Using PurpleLab’s real-world patient segments, the advertiser activates across mobile, display, and CTV, with Experian’s identity graph ensuring household-level consistency across devices. Privacy and scale are preserved, while the brand ensures it’s not wasting impressions on ineligible or misaligned audiences. Closed-loop measurement, built for healthcare Beyond targeting, the PurpleLab–Experian integration empowers advertisers to measure real-world outcomes, not just digital proxies. By utilizing tokenization, Experian enables ad exposure data to be securely matched back to de-identified health events within PurpleLab’s platform. This means marketers can assess outcomes such as: Prescription lift among exposed vs. unexposed audiences Healthcare professional engagement and treatment initiation Patient adherence or follow-through behavior This type of closed-loop reporting is critical in pharma, where traditional metrics like clicks or impressions do not reflect business impact. Now, with token-based match-back, brands can see whether their campaigns are driving real results, securely and compliantly. Ready to reach the right patients and providers securely and at scale? Explore PurpleLab audiences in the Experian data marketplace and Audigent curated deals to activate clinically grounded, privacy-compliant segments across CTV, display, mobile, and more. Contact us Latest posts