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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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As I walked onto the buzzing streets of Cannes for the first time, my senses were immediately captivated by the energy that filled the air. I'd heard plenty about Cannes Lions, the globally revered International Festival of Creativity, but being in the midst of it all was an entirely different ballgame. 1. A visual extravaganza From the moment I woke up from my two-hour nap, (Seattle was a long way to travel to Cannes), I was awestruck by the grandeur of the festival. Usually known for its tranquil beauty, the city was alive and brimming with imagination. Massive installations, eye-catching billboards, and immersive media experiences were scattered over the two-kilometer stretch of La Croisette, transforming the city into a canvas of creativity. I saw firsthand how abstract concepts could be turned into palpable realities, especially those of Spotify, Yahoo!, and Stagwell's Sport Beach with their basketball court with stadium seating setup. 2. Nuggets of wisdom shared in panels The festival's days were jam-packed with thought leadership panels – each a masterclass in the ever-evolving universe of AdTech. Fortunately, as a member of the Experian team, I didn't have to travel far for unique panels; we hosted four panels throughout the week, and I was immersed in dynamic discussions about new trends, groundbreaking ideas, and the challenges ahead. One recurring theme that resonated with me was the intricacies of authentically connecting with consumers. Finding genuine human connections amidst digital chaos can be challenging in today's tech-driven world. These dialogues provided incredible insights into how we could maintain the delicate balance between personalization and privacy and effectively use artificial intelligence (AI) to enhance customer engagement without compromising the human essence in advertising. Watch our panels 3. Connect with your peers If Cannes Lions is known for anything apart from its creative inspiration, it's the unparalleled networking opportunities. The festival allowed me to interact with professionals from all corners of the world. Each exchange was not merely about exchanging contact details but building meaningful relationships. Will these first arcs lead to meaningful friendships? I sure hope so. 4. A comprehensive learning opportunity The most crucial aspect of the festival was the immense opportunity it offered for learning. I found myself constantly absorbing new information and insights from the panels, every conversation, and every chance meeting. 5. Juggle your time Effective time management was crucial for maximizing my Cannes experience, with many things happening concurrently. I would give myself a B- for this. During the day, when I had some downtime, I could have ventured to another panel, attended a networking event, or taken in a view of the city I didn't get. That's the biggest challenge, and the beauty of Cannes Lions is its unique blend of professional learning opportunities set against the backdrop of a picturesque seaside town, but how do you do it all? 6. Relish the experience My week at Cannes was filled with intense learning, insightful conversations, and eye-opening experiences, leaving me mentally drained and intellectually stimulated (I think those can happen concurrently). The festival left me with a renewed appreciation of why we do what we do in the AdTech industry: supporting the pursuit of creativity, the drive for innovation, and the desire to forge meaningful connections. Cannes Lions was more than just a festival – it was a week of stepping out of my comfort zone, gaining deep insights, and establishing relationships that I hope will last a lifetime. As I boarded my flight out of Nice, surrounded by adults with layers of event access bracelets, I was inspired and stacked with knowledge and ideas that will help drive meaningful marketing opportunities with our content and partnerships. The grandeur, the learning sessions, the networking, and the profound lessons exceeded all my expectations. My week at Cannes Lions was unique, intense, insightful, and unforgettable. It was an experience I can't wait to repeat! Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Get in touch Latest posts
It’s been one week since the highly anticipated Cannes Lions 2023 – the event of the year for advertising and creativity. We're thrilled to share our top four key takeaways from the event, showcasing what the industry will prioritize in the upcoming year. Signal loss At Cannes Lions 2023, experts underlined the detrimental effects of signal loss on advertising and emphasized the significance of having diverse channels. Discussions emphasized the importance of adapting paid media strategies to align with evolving consumer behaviors in order to remain relevant in the ever-changing landscape. Urgency in planning and avoiding being caught without a solid strategy was a common theme throughout the event. Alternative identifiers, like first-party data, were highlighted, as they prioritize privacy-centric approaches. Contextual advertising emerged as a key part of the solution, providing relevant ads that fit seamlessly into the user's experience. Collaboration Collaboration was a major theme at Cannes Lions 2023. Attendees explored topics such as maintaining privacy and identifying the right attributes for effective targeting. Clean rooms were discussed as a way to ensure privacy when sharing data, and highlighted partnerships as the key to unlocking interoperability within the advertising ecosystem. The discussions underscored the need for industry players to join forces and collaborate on solutions that benefit all stakeholders in the ecosystem. “What makes Cannes unique is that you have a lot of decision makers in the room at the same time. This leads to more efficiency in terms of coming up with goals and objectives and really getting to the heart of the key aspects for us to build partnerships.”alison omealia, vp, customer success, experian Personalization Personalization was a key topic of discussion at Cannes Lions 2023, with its growing significance in advertising taking center stage. The event emphasized the need to focus on serving up tailored content that resonates with individual consumers, cultivating brand affinity. The intersection of science and art was highlighted, emphasizing the role of data-driven insights and creativity in supporting frequency capping and delivering engaging content. Advertisers are adapting to cookie deprecation by shifting from cookie-based third-party targeting to first-party data solutions. This is due to the significant changes in the consumer privacy landscape, which have limited advertisers' access to signals emitted by consumers through their devices and browsers. As a result, alternative IDs like UID2, Ramp ID, and ID5 are emerging as viable options for advertisers to continue personalized targeting. Balancing AI and creativity at Cannes Lions 2023 Participants shared invaluable insights on how to strike the right balance between harnessing AI's capabilities and nurturing creativity to keep the human touch alive. The event emphasized the importance of understanding the boundaries of AI while utilizing tools that drive innovation and imagination. Attendees explored the dynamic roles that AI provides and discussed how it can help push the boundaries of their creativity while still keeping the human element intact. As technology continues to advance, so does the need for advertisers to adapt their approach and integrate AI in a way that enhances their creative output. Experian events at Cannes Lions 2023 We hosted a series of events that included a kick-off event and four panels. The activities were designed to provide attendees with valuable insights on various topics related to advertising and data privacy. Here's a recap of what we covered during the week. Experian’s Cannes Lions kick-off event We co-hosted a kick-off event on Sunday with Audigent. It was a successful event that brought people together to launch an important week in the AdTech industry and build connections with clients and prospects alike. Data on the sell-side Ongoing signal loss has marketers, agencies, and platforms tapping directly into the sell-side for high-quality audience and context. In this panel, industry experts from Truthset, Captify, Audigent, Newsweek, and PubMatic joined Experian to discuss the imminent disappearance of cookies and the need to adapt and future-proof data privacy strategies. The deprecation of third-party cookies presents an incredible opportunity to redefine data privacy practices and empower consumers. Our panelists emphasized the need to adapt and invest in alternative identifiers in order to thrive in a cookie-less future. Publishers were urged to create valuable content, engage in first-party activities, and consider the next generation of consumers who are growing up without traditional identifiers. The fragmented landscape calls for a variety of tactics and partnerships, while AI can provide opportunities to explore beyond deterministic identifiers, fostering creativity and innovation in advertising practices. Stacking the marketer's toolbox for success In partnership with Adweek Abroad in Cannes, industry leaders from FreeWheel, Tubi, and Instacart joined Experian to discuss opportunities for brands to unlock deeper, richer, and more scalable insights into current and potential customers. The panelists highlighted several key considerations, including building a robust first-party data strategy, ensuring accuracy in data quality partnerships, and establishing better-connected communications and relationships with consumers. Participants acknowledged the value of consumer data and urged advertisers to remain purpose-driven, always putting the viewer first. The freshness and recency of data were identified as critical factors for establishing quality connections with consumers and staying attuned to consumer trends. What does the future of identity hold? During this panel discussion, industry leaders from the IAB, MiQ, Cint, Direct Digital Holdings, and Tatari joined Experian to explore the future of identity. The panelists discussed the challenges cookie deprecation poses in programmatic advertising and the need for new identifiers and solutions. They also acknowledged the expanding media landscape and the importance of frequency capping and attribution measurement in a post-cookie era. Trends to watch for include the potential consolidation of identifiers and the movement of first-party data in-house by larger media companies. Panelists shared different views on cookie deprecation readiness and the overhype of AI in the industry. Streaming takes center stage OMG, Roku, AMC Networks, Paramount, and Disney joined Experian to discuss streaming TV as a fragmented and evolving landscape. The panelists debated whether it has become a performance channel and emphasized the need for client education, attribution, and optimizing performance metrics. They also discussed reaching audiences across different mediums with data interoperability, audience targeting, and reliable identity solutions. The panelists explored the emerging trend of AI, optimizing ad placement, refining targeting, streamlining creative approval, and enhancing ad breaks. “A lot of trends in AdTech are relevant to TV, but the most consistent trend has definitely been having a solid identity source throughout the whole lifecycle of a campaign within TV.”ali mack, sr. director, platforms, experian Watch our panels Let’s keep the conversation going The innovation and possibilities for signal loss, collaboration, personalization, and balancing AI and creativity are limitless, but understanding exactly how to get there is what can make all the difference. As we wrap up another successful week at Cannes Lions, let's use these conversations as an opportunity to advance together toward a more connected future — what trends are you most looking forward to? If you’d like to discuss any of these topics further, get in touch with us! Check out more Cannes content: Insights from a first-time attendee Four new marketing strategies for 2023 Exploring the opportunities in streaming TV advertising The future of identity in cookieless advertising Maximize ad targeting with supply-side advertising Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Get in touch Latest posts
Based on the Q1 U.S. Travel Association Consumer Quarterly Tracker conducted by Ipsos, 52% of American adults are eagerly planning to embark on leisure travel within the next six months. With the pandemic limiting travel opportunities for so long, people are more willing than ever to prioritize travel and make up for lost time. With the summer vacation season upon us, it's crucial to identify consumers who are eager to travel and implement a targeted travel advertising strategy. To help you stand out in the competitive marketplace, we’ll share five audiences you should consider when building out your summer travel advertising activation plan. 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. Five travel advertising audience categories With so many travel audiences out there, it can be overwhelming to figure out which ones to target. That's why we've compiled a list of the top five audience categories you should focus on: Seasonal spenders Frequent travelers Travel transportation methods Luxury travelers Vacation type Let's break down each category so you can better understand the travel behaviors and preferences of each group. Seasonal spenders These travelers are known for their willingness to spend during peak travel seasons. They're willing to spend more for travel experiences and have a high propensity to travel. Let's take a look at a few audience segments included in this category that you can activate as part of your summer travel advertising strategy. Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips: Consumers in this segment are frequent, high spenders of summer travel. Mobile Location Models > Visits > Summer Break Travelers: Consumers in this segment are likely to travel during summer break. Retail Shoppers: Purchase Based With Experian's Retail Shoppers: Purchase Based audiences, you can reach consumers who have a high propensity to buy in specific categories like toys, furniture, apparel, and more. This audience is created by combining known credit and debit transactions with advanced modeling to ensure the highest likelihood of future purchases. You can use these audiences to find travelers interested in the outdoors that spend their money on related gear and activities, or travelers who use rental cars throughout their trip. Mobile Location Models Our Mobile Location Models are based on a statistical analysis of mobile location data from devices. The model is built from individual, household, and area-level Experian Marketing Data. You can use these audiences to find travelers that like to visit theme parks, travel during the July 4th holiday, and travel during summer break. Frequent travelers Consumers in this audience category prioritize travel as a lifestyle choice and they're always looking for their next adventure. They're willing to spend money to make their travel dreams come true and often participate in loyalty programs to earn rewards. Here are just a few examples of the audience segments you can activate to target frequent travelers as part of your travel advertising strategy: Lifestyle and Interests (Affinity) > Travel > Frequent Flyer Program Member: Consumers in this segment are likely to be members of frequent flyer programs. Retail Shoppers > Purchase Based > Travel > Hotels > Frequent Spend: Consumers in this segment frequently spend at hotels like Holiday Inn, Hyatt, Marriott, and Wyndham. Lifestyle and Interests Experian’s Lifestyle and Interests audience segments make it easy to identify and target consumers based on their lifestyle characteristics. These audiences cover a wide array of lifestyle categories, such as: Activities/Interests Purchasing Behavior Contributors/Memberships Lifestyle/General You can use these audiences to find travelers that enjoy boating, like to visit zoos, and are fishing enthusiasts. Travel transportation methods This audience category consists of the transportation methods travelers use to reach their destination or use throughout their travel experience. Here are just a few examples of the audience segments you can activate to target travelers based on their preferred mode of transportation as part of your travel advertising strategy: Autos, Cars, and Trucks > Vehicle Lifestyle Ownership > Recreational Vehicle (RV) Travelers: Consumers in this segment are likely to currently own an RV and use it for travel. Lifestyle and Interests (Affinity) > Travelers > Air Travel (FLA / Fair Lending Friendly): Consumers in this segment are interested in traveling by plane based on their internet activity in the last 90 days. Luxury travelers These high-end travelers seek exclusive, high-end experiences, from top-tier dining to luxurious accommodations. Here are just a few examples of the audience segments you can activate to target luxury travelers as part of your travel advertising strategy: Consumer Financial Insights > Discretionary Spend – Travel > $10,000+: Consumers in this segment are likely to spend more than $10,000 for travel. Retail Shoppers: Purchase Based > Travel > Hotels: Luxury: Consumers in this segment are frequent, high spenders at high-end hotels like Renaissance Hotels, Westin, and Hilton Hotels. Vacation type Unlike the previous categories, our vacation type category focuses on the type of trip a traveler is planning and the destination they're heading to. Whether it's a beach getaway or an adventure-filled trip, segments within this category can help you target consumers looking for those particular experiences. Here are just a few examples of the audience segments you can activate to target travelers by vacation type as part of your travel advertising strategy: Retail Shoppers: Purchase Based > Travel > National Park Travelers: Consumers in this segment are likely to travel to national parks. Travel Intent > Activities > Winery Distillery Brewery Tours: Consumers in this segment are likely to visit wineries, distilleries, and breweries while traveling. Family size and structure In addition to our five recommended summer travel advertising audience categories, it's important to add audiences related to family size and structure to your targeting strategy for the summer travel season. Families with children, for example, are a significant market for summer travel, as parents are looking to create memories with their kids before they go back to school. Families with children have distinct needs and preferences when it comes to travel. For instance, they may need larger accommodation options, kid-friendly activities, and safe environments. On the other hand, married couples with no children or single travelers may have different preferences for their travel experiences. These groups may be looking for more adventurous or adult-oriented experiences, such as camping, hiking in national parks, or winery tours. By segmenting your audience based on family size and structure, you can provide more relevant and personalized recommendations to your target audience, leading to higher engagement and conversion rates. Here are just a few examples of the audience segments you can activate to target travelers based on their family size and structure as part of your travel advertising strategy: Demographics > Marital Status > Single: Consumers in this segment are likely to be single. Lifestyle and Interests (Affinity) > Moms, Parents, Families > Married Mothers: Consumers in this segment are likely to be married females with at least one child under the age of 18 years old. Demographics > Presence of Children > Ages: 0-18: Consumers in this segment are likely to have children between the ages 0 to 18 years old in a household. Demographics > Presence of Children > Ages: 7-9: Consumers in this segment are likely to have children between the ages 7 to 9 years old in a household. We can help you reach summer travelers From seasonal spenders to luxury travelers, there are a host of audiences you should keep in mind as you build out your summer travel advertising strategy. Experian audiences can help you tap into the potential of your summer campaigns by enabling you to identify, reach, and engage with a variety of travelers in their preferred channels. 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