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Contextual targeting is having a comeback, and it’s smarter, sharper, and more strategic than ever before. By 2030, annual contextual advertising spend is anticipated to reach $562 billion! As marketers move away from cookie-based targeting and adjust to a privacy-first digital world, contextual advertising is becoming one of the most effective ways to reach engaged audiences.
Unlike the basic contextual keyword targeting of the past, today’s contextual strategies are built on data, machine learning, and deep audience insights. Experian, with Audigent, plays a key role in powering this evolution, enabling marketers to execute contextual campaigns with the precision, performance, and compliance needed for today’s environment.
Let’s talk about how advertisers are reaching audiences in a changing advertising era with smarter contextual targeting.
What is contextual targeting?
Contextual targeting, by definition, is a cost-effective, privacy-safe way to engage audiences based on what they’re reading or watching in the moment without relying on personal identifiers. It places ads on webpages that contain content relevant to your product or service.
Contextual targeting vs. behavioral targeting
The concepts of contextual and behavioral targeting are commonly confused. Both aim to deliver relevant ads, but their methods differ significantly.
Let’s break it down.
Behavioral: Based on online behaviors
Behavioral targeting builds user profiles based on factors like browsing history, clicks, and purchases, tracking users across platforms using cookies and device IDs. For example, if someone researches new SUVs on multiple sites, they might see car-related ads long after they’ve stopped actively looking.
While 68% of consumers say they’re concerned about how their data is used in advertising, marketers have the opportunity to build trust through better targeting with Experian. We help brands meet rising consumer expectations with responsible, privacy-forward behavioral data and targeting options that enable you to reach audiences effectively while aligning with your privacy and control needs.
Contextual: Based on content and environment
Behavioral targeting will continue to play a valuable role in personalized marketing strategies, but contextual targeting is a compelling alternative or complement for strong performance in a privacy-safe, scalable, cost-conscious way.
Contextual targeting focuses on the ad environment. It analyzes the page’s content, such as keywords, tone, and structure, and serves ads that align with that context without personal identifiers or user tracking.
With Experian Marketing Data, you can enhance contextual targeting further by layering in data about who’s likely to be on the page. That combination of content signals and audience intent creates smarter, more privacy-compliant campaigns that perform better.
Innovations in contextual targeting
In its early form, contextual targeting depended on simple keyword matches. While functional, it lacked nuance and often resulted in broad or irrelevant placements.
Today, the approach is far more intelligent. Thanks to AI, machine learning, and natural language processing (NLP), platforms can now assess the full context of a webpage, analyzing tone, sentiment, structure, and content depth to determine the best ad match.
Contextually-Indexed Audiences
Experian’s Contextually-Indexed Audiences take contextual targeting one step further by analyzing traffic from websites and mobile applications to identify the types of frequent visitors to those pages with the power of rich consumer insights. Instead of simply showing up on relevant pages, brands can reach pre-qualified audiences mapped to those environments, combining intent, content, and data-driven strategy in a single solution.
This is where contextual targeting is headed and why it’s no longer just an alternative to behavioral but a strategic advantage in its own right.
A privacy-first future
Even as third-party cookies remain in use, their long-term reliability is uncertain, and the industry continues moving toward solutions that don’t depend on personal identifiers. Laws like the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) have led advertisers to rethink how they engage audiences, shifting focus from individual tracking to content and context.
With modern tools, advertisers can use contextual targeting programmatic strategies to reach audiences in privacy-compliant ways that still deliver high performance. Programmatic platforms like demand-side platforms (DSPs) now offer pre-built contextual segments by industry, interest, seasonality, and more.
In a few clicks, marketers can launch campaigns that align with content environments where consumers are already engaged without behavioral tracking. For brands looking to future-proof their media strategies, contextual is one of the few options that checks every box.
Why more marketers are using contextual targeting
Contextual targeting can help you grow your audience, drive web traffic, boost visibility, and increase conversions as data privacy regulations grow stricter worldwide.
Here’s a deeper dive into the benefits of this targeting strategy.
Connect with ready-to-engage audiences
One of contextual targeting’s greatest advantages is the ability to meet consumers exactly where and when they’re most receptive. It places your ads on pages where they naturally add value to the user experience. When someone is actively reading or watching content about a specific topic, they’re already in the right mindset, which makes your ad feel more like a helpful recommendation than an interruption.
For example, if someone is reading a blog post comparing hiking backpacks, they’re far more likely to engage with an ad for outdoor apparel or trail shoes than one for an unrelated product like kitchenware.
Drive sales and revenue while lowering costs
Another draw of contextual targeting is its affordability for brands with limited budgets. It doesn’t require third-party data, identity graphs, or tracking infrastructure, so it’s easier on your media budget.
By aligning ads with page context, brands can also see real business results, such as:
- Lower cost per thousand impressions (CPM): Since contextual ads are served based on the content of the page rather than user profiles, they often have a lower price tag — especially in verticals where access to behavioral segments may be more competitive.
- Reduced cost-per-acquisition (CPA): More relevant impressions mean fewer wasted clicks and better ROI.
- Lower cost-per-click (CPC): On networks like Google Display, CPCs for contextually targeted ads can be as low as $0.45, especially in e-commerce and consumer goods sectors.
- Higher conversion rates: Ads placed in relevant environments outperform generic placements, which increases the likelihood of action and conversion.
- Higher lifetime customer value (LTV): Users who arrive at your site from contextually aligned ads are more likely to convert and become repeat customers, driving long-term revenue.
Quick and easy setup, built to perform
Contextual campaigns can also be launched quickly,often within a day, and produce immediate results.
One powerful option is Experian’s Contextually-Indexed Audiences, which combines real-time analysis from over two million websites with access to more than 1,400 trusted audience segments. Available through top demand-side platforms’ contextual marketplaces and Audigent private marketplaces (PMPs), this solution offers a scalable way to reach high-intent consumers without cookies or IDs.
Getting started is simple. With a few inputs like relevant topics, keywords, or content categories, you can activate ads in environments where your audience is already engaged. And the best part? The ease and speed to launch doesn’t mean you’re sacrificing results. Because your ads show up alongside content your audience is already interested in, they feel timely and relevant, which leads to more clicks, stronger engagement, and better overall performance.
Personalized experience based on known interest
Consumers crave personalization. In fact, Deloitte conducted a 2024 study that found 80% of consumers want personalized brand experiences and spend 50% more with the ones that do. Contextual targeting meets that expectation by delivering relevance in the moment without tracking users’ online behavior.
Experian’s Contextually-Indexed Audiences use contextual cues across the web to find common sets of audiences and identify where high-intent audience segments tend to show up. This helps advertisers deliver relevant, privacy-safe messaging to consumers who are more likely to engage, thereby building trust, capturing attention, and increasing performance while respecting user privacy.
Brand safety
Contextual targeting even helps brands avoid reputational pitfalls. With the help of AI and NLP, today’s contextual tools can assess what a page says and how it says it. That means you’re not just protecting user privacy but also your brand by ensuring your ads appear in relevant, trustworthy environments that reflect your values.
Contextual targeting examples
Contextual targeting works across nearly every industry, helping brands connect with audiences based on the content they’re consuming in the moment.
Here are a few examples of this in action across verticals.
Contextual targeting for automotive buyers
Most car buyers don’t just walk onto the lot. They arrive informed, having begun their journey online, researching makes, models, financing options, trade-in values, and credit requirements. It’s during this discovery phase that contextual targeting shines.
Advertisers in the automotive space can serve ads alongside car reviews, dealership comparisons, or articles about electric vehicle tax credits, connecting with shoppers actively gathering information and signaling strong purchase intent. When your ad appears in the middle of that research journey, it feels like the next logical step.
Contextual targeting also helps local dealerships and national brands stay top of mind during key decision-making moments without relying on third-party cookies.
Contextual targeting for first-time parents
New parents are one of the most information-hungry audiences online. From sleep training and stroller reviews to feeding schedules and baby-proofing tips, they consume a massive amount of content across various topics.
That content provides a rich canvas for contextual targeting. Brands selling baby gear, wellness products, insurance plans, or parenting services can place ads on relevant articles and forums, connecting with parents when they’re researching their options and making purchase decisions.
Contextual targeting for political campaigns
Contextual targeting helps political advertisers connect with voters in relevant, mission-aligned environments. In a time when misinformation and divisiveness can influence public perception, maintaining this control is more critical than ever.
With contextual targeting, campaigns can place their ads alongside trustworthy, high-quality content that addresses issues relevant to their supporters, whether it’s local policy, national news, or editorial commentary aligned with their platform. Advertisers can also avoid content that may contradict their message or brand values.
The future of contextual targeting
While Google no longer plans to fully deprecate third-party cookies, the industry has already moved forward. Most marketers have invested in cookieless solutions, and that momentum isn’t slowing down.
As contextual targeting becomes even more essential to future-proofing media strategies, its effectiveness depends on the quality and responsibility of the data behind it. That’s where Experian leads the way.
Experian Marketing Data as the foundation
At the core of Experian’s contextual targeting capabilities is Experian Marketing Data: a rich, privacy-compliant data set built from verified offline sources. This foundational data powers everything we do and fuels the full suite of Experian’s audience and targeting solutions.
Marketing Attributes and Audiences
One of the key products built from this data is Marketing Attributes, which transforms raw information into detailed, privacy-safe variables like lifestyle preferences, financial behaviors, and media habits. These attributes form the building blocks of Experian Audience solutions, allowing you to create highly specific segments tailored to your goals.
When applied to contextual targeting, these segments help you align your messaging with the types of content your ideal audiences are consuming in real time. We’ll help you activate contextually relevant campaigns using real audience insight to place the right message in the proper environment at the ideal moment.
Contextually-Indexed Audiences
Powered by Experian Marketing Data, Contextually-Indexed Audiences brings a new level of precision to contextual targeting. By analyzing traffic from over two million websites and apps, we offer access to 1,400 audience segments (like luxury shoppers or frequent travelers) that are most likely to visit specific content.
This lets you place your message in environments where your target customers already are, combining contextual relevance with data-driven intent. It’s a smarter, privacy-safe way to reach the right people without relying on cookies or user tracking.
You can activate these audiences instantly through the top demand-side platform’s contextual marketplace or partner with Audigent to create a custom PMP. A PMP offers more control and flexibility and allows you to enhance campaign performance with additional performance optimization capabilities and activation across any media-buying platforms.
Experian collaboration with Audigent and Peer39
Experian and Audigent partner to deliver SmartPMPs, or private marketplace deals that give advertisers access to premium inventory and privacy-first data activation in one streamlined solution.
What makes this partnership unique is Audigent’s supply-side integration. Instead of only running audience segments through the DSP, SmartPMPs pair Experian’s high-performing audiences with curated inventory from thousands of publishers, all accessible through a single deal ID.
This supply-side approach unlocks:
- Better reach across CTV, display, video, and more
- Stronger performance through real-time supply optimizations
- Personalized campaigns that don’t rely on cookies or user-level identifiers
We’ve also partnered with Peer39 and Audigent to expand contextual targeting capabilities further. These partnerships make it possible to match Experian syndicated audience segments, including geo-indexed and behavioral data, to contextual signals in real time.
Advertisers can now run fully cookieless campaigns with exceptional scale and performance by indexing Experian Marketing Data through our identity graph and activating through platforms like Audigent’s Hadron ID or Peer39’s integrations.
In one beta test with Audigent, a major national advertiser used this solution to run a 15-day campaign that exceeded CTR benchmarks by 25% with no cookies or IDs.
Talk to an Experian team member today
The future of digital advertising is about trust as much as performance.
Turn to Experian for help reaching your audience in the right environments using ethically sourced, privacy-first data. We help brands run scalable, contextually aligned campaigns built for today’s privacy landscape and tomorrow’s performance goals.
With tools like Marketing Attributes, Contextually-Indexed Audiences, and Audigent PMPs, we make it possible to connect meaningfully without crossing privacy boundaries. Let’s talk about how we can help you lead the way.
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With the back-to-school season approaching, marketers are preparing to engage both eager students and parents. Our Q&A video with Experian experts shares our predictions and tips for the 2024 back-to-school season so you can craft effective back-to-school marketing campaigns. From early campaign launches to the rise of online shopping and budget-conscious consumer behaviors, let’s explore what lies ahead and how brands and agencies can prepare. What separates Experian's syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within 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 such as Presence of Children. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Watch the highlights from our video below. Three trends for the 2024 back-to-school marketing season Campaigns will start earlier We expect back-to-school marketing efforts to kick off earlier than usual. Brands will launch campaigns with special promotions to secure mind and market share ahead of competitors. Additionally, the traditional back-to-school season is extending, urging marketers to prolong their campaigns to capture the attention of consumers who are taking more time to make purchasing decisions. Online shopping will continue to rise The surge in online shopping during the pandemic has become a lasting trend – and is especially appreciated by busy parents seeking convenience. Brands should focus on enhancing online and mobile shopping experiences, including options for in-store pickup and delivery. Marketers should prioritize their online presence and optimize e-commerce platforms, including experimenting with shoppable ads on connected TV (CTV), to meet the needs of families shopping for back-to-school supplies. Budget consciousness is top of mind With inflation on the rise and tighter budgets at home, households are becoming more selective in their back-to-school spending. Marketers should align their efforts with value-driven products and prioritize advertising that resonates with these financial priorities. Strategies for brands and agencies Next, let's explore strategies brands and agencies can use to prepare for the upcoming back-to-school season. Brands First, we'll highlight three recommended strategies for brands. Maintain an evergreen presence Launch your back-to-school campaigns early and maintain a steady presence throughout the season. Experian's TrueTouchTM audience insights can guide your channel selection for maximum impact, helping you decide on key channels such as email, digital video, or specific social media platforms. Build loyalty programs that deepen customer relationships Use your customer data to create loyalty programs that foster stronger connections with your audience. By using insights from Experian, you can gain a holistic understanding of customer profiles and identify potential back-to-school prospects within your existing customer base. On average, Experian has 250 behavioral and demographic marketing attributes per individual, which means we can decorate households and people with marketing data to get a full customer profile and fill in any gaps you have on your audience. Prioritize value and convenience Offer flexible shopping options like in-store, online, and buy online, pick up in-store (BOPIS) to cater to busy families. Partner with services like Shipt or Instacart to streamline shopping experiences. Agencies Now, we'll share two ways agencies can effectively prepare for the back-to-school season. Engage early and extend your campaigns Initiate conversations with brands earlier to ensure timely planning and execution. Extend campaign durations to capture late-decision makers. Adapt your channel strategies Shift focus to digital channels like CTV and social media, aligning with evolving consumer habits and preferences. Experian works with major platforms, marketers, and agencies, which means we have existing partnerships across the ecosystem for you to connect with and bring your consumer data to life to meet your needs. Watch the full Q&A The 2024 back-to-school season promises new challenges and opportunities for marketers. By starting campaigns earlier, optimizing online experiences, and aligning with budget-conscious consumers, brands and agencies can position themselves for success. Watch our full Q&A video where our experts cover: Tactics we predict marketers will employ to navigate signal loss Which channels will be the most successful Recommended audiences for targeting And more! Watch now 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. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. Contact us Latest posts
Marketing success can sometimes come in the most unlikely of combinations — reminiscent of a great chef crafting a delicious dish from ingredients rarely used together. In advertising, this type of outside-the-box thinking can give you a competitive advantage over peers who are operating within the normal limits. In this blog post, we will explore how both financial and non-financial advertisers can use consumer financial marketing data in their ad campaigns to connect with the right consumers. This type of strategic thinking will make campaigns more effective, resonate more deeply with audiences, and turn your chicken into coq au vin. Background on Financial Audiences FMCG Direct, a Deluxe company, in partnership with Experian, has developed financial audiences that deeply understand consumer financial behavior. These audiences are not just static lists of potential customers but are constantly updated to provide a multi-dimensional view of consumer financial habits, including investing, borrowing, credit card preferences, and more. Central to this effort are Consumer Financial Insights®, Financial Personalities® and ConsumerSpend® models. These tools are built utilizing a combination of FMCG Direct, a Deluxe company in-depth consumer research, sophisticated clustering techniques, and Experian's extensive consumer marketing data. FMCG Direct, a Deluxe company financial audience segments The Financial Personalities® segments categorize consumers based on their financial behaviors and preferences, dividing them into distinct categories such as insurance, credit card usage, and investment habits. This allows for a targeted approach considering each consumer's unique financial behavior and potential needs. 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Ideas focusing on home improvement and decor Craft advertising campaigns aimed at audiences with modest net worth, using insights into their financial profiles to promote accessible and essential products and services. Net Asset Score (Lower Tiers): Develop ad campaigns for cost-effective home improvement services and budget-friendly home appliance options, targeting consumers whose net asset scores indicate more modest financial resources. These ads should highlight the products' durability and energy efficiency, appealing to the consumers' need for long-term savings. Discretionary Spend – Home Furnishing: Design ad campaigns for upscale home furnishing collections, targeting audiences with significant discretionary spending power. These ads should spotlight your home furnishings' premium quality, sophisticated design, and superior craftsmanship, appealing to consumers' tastes for luxury and exclusivity. Campaigns for consumers in entertainment Execute targeted advertising campaigns designed for consumers with high disposable income, utilizing insights from their net asset and investable asset scores. Net Asset Score (Higher Tiers): Launch advertising campaigns for premium entertainment experiences, including exclusive concert seats, backstage passes, and custom festival packages. Target consumers whose net asset scores suggest significant disposable income to ensure your promotions reach the most likely attendees. Discretionary Spend — Entertainment: Design advertising campaigns for high-profile music and entertainment events, focusing on individuals known for their significant expenditures on entertainment. Create promotions that resonate with their lifestyle, emphasizing the connection between a vibrant social life and exclusive entertainment opportunities. As you can see by understanding and utilizing the nuances of financial data, advertisers can create highly targeted, relevant, and effective campaigns across various sectors. This approach exemplifies the innovative spirit of audience usage, proving that with a bit of creativity, data applications are as limitless as our imagination. Financial Personalities and Consumer Financial Insight audiences and their in-platform names Find these syndicated audiences in your demand and supply-side platform of choice. Insurance financial personality – Audiences to help understand a consumer's behavior and confidence in their ability to find the right life insurance. Financial Personalities > Insurance Financial Personality Credit card personality – Used to identify consumers based on their credit card usage and behaviors. Financial Personalities > Credit Card Financial Personality Deposits financial personality – These audiences include consumers who are likely to look for bank offers based on their spending behaviors. Financial Personalities > Deposits Financial Personality Investments financial personality – Audiences to help understand a consumer’s comfort and behaviors with making financial investments. Financial Personalities > Investments Financial Personality Home equity financial personality – Audiences to help understand a consumer’s home equity circumstances and behaviors. Financial Personalities > Home Equity Financial Personality Mortgage financial personality – Audiences to help understand a consumer’s behavior and preferences with mortgages. Financial Personalities > Mortgage Financial Personality Investable assets (FLA/Fair Lending Friendly)* – Audiences that include consumers who have available investable assets in seven total tiers with Tier 1 being the highest, and Tier 7 being the lowest. Consumer Financial Insights > Investable Assets Net asset score (FLA/Fair Lending Friendly) – Predict a consumers likely net asset score ranging from less than $25,000 to over $5,000,000. Consumer Financial Insights > Net Assets Score (Net Worth) Discretionary spend – Predicts the annual discretionary spend for the category listed in the audience.Consumer Financial Insights > Discretionary Spend – Travel Consumer Financial Insights > Discretionary Spend – Jewelry Consumer Financial Insights > Discretionary Spend – Home Furnishings Consumer Financial Insights > Discretionary Spend – Entertainment Consumer Financial Insights > Discretionary Spend – Electronics Consumer Financial Insights > Discretionary Spend – Education Consumer Financial Insights > Discretionary Spend – Donations Consumer Financial Insights > Discretionary Spend – Dining Out Consumer Financial Insights > Discretionary Spend – Total Consumer Financial Insights > Discretionary Spend – Clothing/Apparel Household deposits/balances (FLA/Fair Lending Friendly) – Audiences that include households that have bank deposits balance in six total tiers with Tier 1 being the highest, and Tier 6 being the lowest. Consumer Financial Insights > Household Deposits/Balances Investment Balances (FLA/ Fair Lending Friendly) – Audiences that include consumers who have an investment balance in six total tiers with Tier 1 being the highest, and Tier 6 being the lowest. Consumer Financial Insights > Investment Balances Mortgage refinance (FLA/Fair Lending Friendly) – Predicts the likelihood the consumer is to refinance their mortgage. Consumer Financial Insights > Mortgage Refinance Contact us 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. Latest posts
This summer’s games in Paris represent an extraordinary opportunity to connect with sports audiences on a global scale. As we anticipate this momentous event that happens once every four years, it’s clear that the passion and excitement surrounding sports are more vibrant than ever. With one billion viewers expected to tune in, now is the time to take advantage of the fervor of sports fans and tailor your strategies to resonate with this audience. In this blog post, we’ll explore audience segments that can maximize the impact of sports and influencer marketing campaigns, drawing inspiration from the anticipation of this summer’s games. What separates Experian's syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within 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 for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. What are the benefits of advertising in sports? Before we explore these audience segments, first let’s review three benefits of advertising in sports. Increase product awareness Sports viewers are less likely to skip commercials, so you can increase product awareness by reaching more engaged consumers. Reach current customers during sports games to remind them of your products and inspire more purchases. Build a strong connection with dedicated fans Fans exhibit unwavering loyalty to their teams, staying dedicated whether their team wins or loses. This loyalty is highly beneficial for brands, as loyal fans are not only enthusiastic spenders but also form lasting, meaningful connections with the brand. Improve audience targeting Live sports are now available to watch on many streaming services like Peacock and Amazon, allowing marketers to better choose and target audience segments across connected TV (CTV) to deploy more personalized ads – something that is limited with traditional TV sports broadcasting. When you work with Experian, you work with the #1 ranked data provider that gives you access to demographic and behavioral targeting that allows you to reach consumers based on who they are, where they live, and what they do. To fully take advantage of the benefits of sports advertising, here are the audience segments we recommend targeting to drive engagement and conversion. Sports fans Harnessing the enthusiasm of sports fans can drive powerful engagement and brand loyalty. Align your campaigns with major sporting events, teams, or athletes to tap into the emotional connection fans have with their favorite sports or countries. Here are 10 audience segments that you can activate to target sports fans: Likely to be a sports enthusiast: Lifestyle and Interests (Affinity) > Activities and Entertainment >MLB EnthusiastsNASCAR EnthusiastNBA EnthusiastsNFL EnthusiastsNHL Enthusiasts PGA Tour Enthusiasts Travels to see professional sports: Travel Intent > Activities > Professional Sports Event NEW! Pickleball enthusiast: Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Pickleball Enthusiast NEW! Wilderness sports and camping enthusiasts: Retail Shoppers: Purchase Based > Outdoor Activities > Wilderness Sports and Camping Enthusiasts Worldview WorldView offers immediate access to essential demographic and consumer data using advanced satellite technology and machine learning. Marketers planning campaigns ahead of this summer’s games can use WorldView to understand their audience, optimize distribution, and identify untapped market areas across 90 countries. With WorldView, you can benchmark performance, visualize customer data, and create a consistent global audience strategy for digital activation. This comprehensive solution provides valuable insights for location planning, data enrichment, and targeted digital advertising, without relying on personal information, making it ideal for geo-targeted marketing approaches. Sporting events and travel beyond this summer’s games While this summer’s games are a major draw, there are still many sports fans who may prefer events that aren’t connected to the summer games during this time. You can pair our Travel Intent > Activities > Professional Sports Event audience with our Lifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast audience to target individuals who have expressed interest in attending sporting events or traveling for sports-related activities. We can deliver our syndicated audience segments to 30+ activation platforms, which means we have a solution however you want to consume and use our data. Sports spectators Enhancing the experience of sports spectators can create memorable moments and lasting impressions. Target individuals interested in attending sporting events, promote ticket sales, VIP experiences, and exclusive merchandise to elevate their game-day experience and foster a sense of belonging within the sports community. Here are 7 audience segments that you can activate to target sports spectators: Interested in sports: Lifestyle and Interests (Affinity) > Sports (FLA / Fair Lending Friendly)*Baseball (FLA / Fair Lending Friendly) Football (FLA / Fair Lending Friendly) Visits sports venues: Mobile Location Models > Visits >College Sport VenuesNFL Stadium VisitorsUniversity Stadium College Football Visitor MLB Stadium Visitors You can also develop targeted advertising campaigns promoting travel packages or hotel deals around Paris. Highlight proximity to this summer’s games, special experiences, or exclusive offers for travelers during this summer’s games season. By targeting specific travel preferences and behaviors, you can capture the attention of individuals planning trips around this summer’s games. When you work with Experian, you work with a single data provider that gives you access to audiences across multiple verticals and categories like travel and retail. Sporting goods shoppers You can use Experian audiences to reach consumers interested in sports and fitness ahead of the summer games. Targeting individuals in the market for sports equipment and apparel can help you reach those actively seeking sporting goods. By focusing on this segment, you can increase conversion rates and optimize ad spend by reaching an audience already inclined toward sports and fitness shopping. Here are 6 audience segments that you can activate to target consumers who are spending on sports apparel: NEW! Wears athleisure: Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Athleisure Sportswear Apparel Women's activewear high spenders: Retail Shoppers: Purchase Based > Apparel > Women's Activewear / Yoga: Online High Spenders Men's activewear high spenders: Retail Shoppers: Purchase Based > Apparel > Men's Apparel (Clothing): Men's Activewear: High Spenders Athletic footwear high spenders: Retail Shoppers: Purchase Based > Apparel > Footwear (Shoes): Athletic Footwear: High Spenders Golf equipment frequent spenders: Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Golf Equipment, Apparel, Entertainment Frequent Spenders Sporting goods shoppers: Mobile Location Models > Visits > Sporting Goods Shoppers Athletes For brands catering to athletes and sports enthusiasts, targeting active players is crucial. Offer products, training tips, and motivational content that inspire and empower them to excel in their chosen sports. Here are 5 audience segments that you can activate to target athletes: Likely to play sports: Lifestyle and Interests (Affinity) > Sports and RecreationPlays HockeyPlays Soccer Plays Tennis Likely to play golf: Lifestyle and Interests (Affinity) > Activities and Entertainment > Play Golf NEW! E-motion riders: Retail Shoppers: Purchase Based > Outdoor Activities > EMotion Riders E-Scooters E-Bikes E-Skateboards Influencer marketing campaigns Collaborate with influential athletes or sports personalities to create sponsored content that resonates with sports fans. You can pair our Social media heavy user audience with our Likely to be a sports enthusiast and TrueTouch conversion channel audiences to reach those who are likely to be influenced by endorsements from celebrities or athletes. Targeted advertising in sports with Experian audiences By using Experian's syndicated audiences in sports advertising, you can reach sporting goods shoppers, passionate sports fans, active players, and enthusiastic spectators. Our deep understanding of people in the offline and digital worlds provides you with a persistent linkage of personally identifiable information (PII) data and digital identifiers, ensuring you rich insights, accurate targeting across devices, improved addressability, and measurable advertising. Just as athletes strive for excellence, with the right approach, your advertising in sports initiatives will stand out as champions in the arena of consumer engagement. Can’t find the audience you’re looking for or need a custom audience? Connect with our audience team for more information. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. Connect with our audience team You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide. Check out other seasonal audiences you can activate today. View now Contact us 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. Latest posts