In this article…
As the days get longer and the weather warms up, spring’s revitalizing energy naturally leads to realignment. For marketers, it’s the perfect moment to reevaluate strategy, especially as consumer behavior changes ahead of summer and brings a renewed interest in travel, outdoor activities, and social events. Making seasonal adjustments to your marketing strategy helps you adapt to these shifting behaviors, capitalize on 2025 marketing trends, and keep your brand relevant year-round.
When it comes to your marketing strategy, spring cleaning means clearing out outdated tactics, optimizing what works, and making room for smarter, more connected solutions. Take the time to ask yourself questions like:
- Are our audiences still relevant?
- Are we activating our data across the right channels?
- Are we collaborating with the right partners and using the right data clean room providers?
If there’s room for improvement, now is the best time to audit, refine, and refresh your marketing strategy before the high-stakes summer and winter seasons. With identity resolution, data enrichment, data clean room collaboration, and omnichannel activation through Experian, you can clean up what’s outdated and prep your strategy for summer success!
Rethink your data and identity resolution strategy
Your data is foundational to your strategy and is a great place to start your marketing strategy spring cleanup. If your customer information is outdated, incomplete, or fragmented across systems, every campaign built on top of it risks underperforming. Before jumping into segmentation, activation, or partnerships, assess the health of your data and identity infrastructure. This is your deep clean and an essential first step in ensuring everything else works better.
With signals disappearing, buying channels proliferating, and customer journeys getting more complex, the key to maintaining addressability is investing in persistent identity, complete consumer data, and collaborative measurement strategies that can weather these changes.
Here are some ways to rethink your marketing data management and identity strategies for the current environment.
Set the data foundation
A solid identity resolution strategy starts with high-quality, unified data. Consider a comprehensive refresh of your customer records by auditing and enhancing what you have for accuracy and depth.
As you’re thinking through spring marketing ideas, it’s an ideal time to enrich your first-party data by appending missing details, removing outdated records, and ensuring you enter summer with reliable, up-to-date profiles.
Data enrichment
Customer data naturally degrades, and eventually, you’ll need to dust it off by supplementing consumer records with current, high-quality insights and attributes. Experian data enrichment can help you seamlessly refresh records with updated demographic and behavioral data, giving detailed insights for precise targeting and relevant campaigns.
With over 5,000 attributes available, covering everything from age and income to shopping habits and media preferences, you can maintain the deepest, most up-to-date view of your consumers through every season.
Offline identity resolution and append
Offline identifiers — like names, physical addresses, and phone numbers — are the most persistent identity markers as they rarely change compared to digital cookies and device IDs. They’re essential for a stable identity foundation, and you can use them to develop a consistent, unified view of each household and individual.
Use this season to audit and tidy up your offline records. Are key identifiers missing? Are you relying on outdated addresses or duplicate names? Experian’s Offline Graph serves as the foundation to help unify those fragmented pieces, resolving identities across households and individuals to create a clean, consistent view of every customer. Think of this step as scrubbing baseboards or cleaning behind the fridge. It’s often overlooked but a prerequisite to a thorough spring refresh.
You can also use Offline Identity Append to append missing identifiers to improve match rates, boost data accuracy, and ensure addressability so that when summer campaigns launch, you’re ready to confidently meet your audience where they are.
Digital resolution via Digital Graph
This next step is like replacing your air filter each spring. You won’t see it, but you’ll definitely feel the difference in performance. Digital resolution ensures persistent, accurate targeting across devices and channels in a fragmented omnichannel environment.
Experian’s Digital Graph facilitates easy consumer identification and connection across the digital ecosystem. Our graph links digital identifiers like mobile ad IDs (MAIDs), connected TV IDs, and hashed emails to consumer profiles. So, when a customer interacts on a smartphone, a smart TV, and a laptop browser, those actions can all be tied back to the same individual or household in your database.
Collaborate securely in data clean rooms to close gaps
Matching partner data within your own secure space, a trusted third-party clean room, or Experian’s privacy-safe environment is an essential next step in your marketing spring cleaning strategy. But what is a data clean room?
A data clean room is a privacy-first way to enhance marketing data in a secure environment that allows brands and partners to match and analyze data without exposing personally identifiable information. It’s almost like organizing a shared closet. You both bring what you have, sort it safely, and leave with something more valuable without mixing up or exposing what’s personal. Secure collaboration enriches your understanding of consumers, boosts match rates, and ensures the highest data security standards.
Here are key data challenges you can tackle through data collaboration—whether in a clean room or across your broader data strategy.
Lack of insights or usable data
Without third-party cookies, marketers run the risk of losing valuable consumer insights. Collaborating with key partners lets brands enrich their first-party data and obtain a more comprehensive view of customer behaviors for informed decision-making.
Let’s say, for example, that an advertiser with sales data but no exposure data struggles to attribute sales to specific campaigns. By collaborating securely with a measurement partner who provides exposure data, the advertiser can confidently link sales to ad exposure and optimize future campaigns with an understanding of who saw their ad and made a purchase.
We anticipate that data collaboration will be a key marketing trend in 2025 alongside signal loss.
Low or no match rates
When businesses handle matching internally, discrepancies like name variations (e.g., John Doe vs. Jonathan Doe) or mismatched identifiers (hashed emails vs. MAIDs) often result in poor match rates. Experian’s identity resolution capabilities, meticulous hygiene processes, resolution logic, and comprehensive identity graphs significantly enhance these match rates.
For example, if a data provider had physical addresses and a demand-side platform (DSP) had email addresses, they couldn’t collaborate with different identifiers. Using Experian Collaboration, however, their data could be resolved with offline identity data from our graph, enabling them to share their collaboration data and improve their marketing efforts.
Data security
When it comes to data collaboration, protecting your proprietary and customer information is non-negotiable. That’s why Experian operates with some of the industry’s strictest data security, privacy, and compliance protocols.
We support identity resolution and data collaboration within the most secure environments available — data clean rooms built to prevent sensitive customer data from ever being exposed. Instead of moving or sharing your raw data, we ensure all records are anonymized before any analysis occurs.
Additionally, Experian’s clean room integrations with trusted partners give clients flexibility without compromising compliance. All solutions are designed to meet GDPR, CCPA, and industry-specific data governance standards, with full audit trails and customizable access controls.
Connect and activate
Once your data is clean, enriched, and resolved, the next step is to activate it efficiently across the channels where your audiences spend time. This step is like putting everything back in place after a deep clean so everything is functional, easy to access, and ready to deliver results.
As you get ready to put your spring marketing ideas into motion, it’s time to streamline your activation approach and make sure your customer data is working hard for you.
First-Party Onboarding
With Experian First-Party Onboarding, you can ship data where needed using flexible data solutions for your activation strategy. This step is like labeling and organizing your freshly cleaned marketing closet, so each audience segment is ready to deploy wherever you need it.
We make it easy to:
- Understand your customers on a deeper level
- Seamlessly onboard your customer data for use across programmatic, social, and advanced TV platforms
- Combine your first-party data with Experian syndicated audiences for enriched targeting
- Deliver those audiences to any destination that accepts Experian Audiences — whether a DSP, social platform, or publisher
- Increase match rates, extend reach, and lower activation costs
Transact in the ecosystem with the Experian ID
To aid in the activation process, Experian ID is a unified identifier that acts as a privacy-safe bridge between fragmented emails, device IDs, and addresses, helping you activate audiences across all media channels.
Experian ID keeps your data protected and connected whether you send it to DSPs, social platforms, or data clean rooms. This allows for secure activation and performance tracking across the ecosystem without exposing personally identifiable information (PII).
Like sealing and storing your seasonal belongings in airtight containers, Experian ID keeps your data clean, safe, and always ready for use.
Use fresh audience insights to inform segmentation
After deep-cleaning your data, enriching profiles, and resolving identities, you’ll want to ensure your segmentation reflects that renewed foundation. Just like clearing expired ingredients from your pantry, spring is an ideal time to toss outdated audience definitions and replace them with insights that are fresh, relevant, and ready to perform.
With Experian’s modern audience tools, you can create smarter segments, power omnichannel strategies, and continue reaching high-value consumers even in cookieless environments.
Our marketing data management tools make it easy to:
- Build detailed, personalized profiles using over 5,000+ behavioral and lifestyle marketing attributes that go far beyond basic demographics.
- Choose from 2,400+ pre-built syndicated segments or collaborate with Experian to create custom audiences tailored to your KPIs and campaign goals.
- Append fresh attributes to your CRM to keep profiles accurate, performance-ready, and reflective of current consumer behaviors and life stages.
Together, these tools help sharpen your segmentation strategy and ensure up-to-date audience insights power every campaign. Let’s break down how smart combinations and contextual precision can further elevate your segmentation.
Combine our identity graphs and Marketing Attributes for sharper targeting
Combining Experian’s identity graphs with Marketing Attributes gives you both the who and the why behind your audience and helps you act on that insight with precision. It’s like giving your closet a total spring refresh — not just purging what doesn’t fit but also organizing what’s left into ready-to-wear outfits.
- Digital Graph + Marketing Attributes: Link real-time digital behavior (like CTV, mobile, or web activity) with rich consumer insights to create segments that perform across channels, from mobile to CTV to social.
- Offline Graph + Marketing Attributes: Tie persistent offline identifiers like name and address to behavioral and lifestyle data, making it easier to plan full-funnel strategies from direct mail to digital display.
This approach gives you the clarity and flexibility to build richer personas, reach more qualified audiences, and target with confidence across any environment.
Activate smarter with Contextually-Indexed Audiences
Spring cleaning your strategy also means letting go of legacy tools, especially those relying on cookies or outdated tracking methods.
With Experian’s Contextually-Indexed Audiences, you can reach consumers based on the content they’re engaging with, not their identifiers. We map millions of websites to real audience segments so you can target high-intent consumers in a privacy-safe, way.
For example, an automotive brand looking to reach high-intent luxury EV shoppers can activate Experian’s “in-market for a luxury electric car” segment. With contextually-indexed targeting, that brand’s ads will appear on websites that over-index for visitors in that audience — such as premium car review sites or sustainability-focused blogs — without relying on user identifiers.
This allows the brand to scale performance safely and efficiently in cookieless environments while achieving strong engagement metrics.
Activate across channels with confidence
After refreshing your data, segmentation, and partner strategies, the final step in your spring cleaning is putting all that prep work into action — efficiently and at scale. Think of this as your final sweep: optimizing where and how you activate your audience to ensure every touchpoint is aligned, accurate, and impactful.
With your updated segments and sharpened identity framework in place, you can reach consumers across display, mobile, connected TV (CTV), and emerging digital channels. Experian provides the tools to activate seamlessly — backed by privacy-safe, high-quality data and flexible integration options.
Third-Party Onboarding: Expand reach with external data sets
Experian’s Third-Party Onboarding capabilities make it easy for brands to augment their first-party data strategies on their preferred activation platforms with easy access to high-quality, activation-ready third-party audiences.
For you, this means you no longer have to manage the onboarding process yourself or worry about compatibility. Instead, you can:
- Enhance your first-party targeting with third-party data that’s already privacy-safe and activation-ready.
- Reach more qualified consumers by layering in external behavioral, lifestyle, or intent signals.
- Maximize scale across your preferred platforms using Experian’s established integrations and ecosystem support.
With Experian as your trusted partner, your audience strategy becomes more flexible, more scalable, and more effective, giving you the power to engage the right consumers beyond your own CRM.
Start preparing now for summer campaigns
You’ve cleared out the clutter, restocked your toolkit, and optimized your data strategy, and now, you’re ready to get ahead of the summer rush. While summer is go-time for high-impact marketing campaigns, now is the time to clean, organize, and prepare.
Another reason to start now? Tariffs, inflationary pressures, and changing consumer confidence are already impacting product demand, budget planning, and go-to-market strategies for the rest of the year. Brands need to be ready and agile in the face of economic turbulence.
So, think of this as your final recap checklist before the season (and the economy) changes: a set of intentional steps that ensure all your prep work translates into real performance when it counts.
Start now to:
- Cleanse and enrich your data: Make sure outdated records don’t weigh down your summer outreach. Refresh profiles with Experian’s latest attributes to stay aligned with consumer behavior.
- Solidify your identity resolution strategy: Transition to persistent, privacy-safe identifiers like Experian’s unified ID to maintain addressability across devices and channels.
- Collaborate with key partners: Run pilot campaigns with trusted collaborators to augment your data and maximize scale ahead of peak season.
- Refresh audience segments: Update personas and segments based on the latest data insights.
- Trial omnichannel strategies: Use spring to test messaging across display, CTV, social, and mobile so your summer creative hits with precision.
- Confirm measurement readiness: Double-check attribution and analytics tools so you can optimize in real time and prove ROI.
- Tailor creative to the season: From backyard barbecues to road trips, ensure your messaging taps into the themes and activities consumers care about most this summer.
Spring is the warm-up. Summer is the performance. Start today to improve your marketing data management and overall strategy, and you’ll be ready to hit the ground running.
Let’s plan your seasonal strategy together
Whether you’re looking for more spring marketing ideas or want to launch a high-impact summer campaign, Experian is ready to help. From strategy to segmentation and data clean rooms to real-time activation, we partner with you to build a marketing engine that performs now and keeps growing through the seasons.
Connect with us today, and let’s turn your seasonal refresh into long-term momentum
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In this article…How much standardization currently exists?Why is standardization important?Who is promoting standardization?The benefits of industry standardizationStrategies for implementing retail media standardizationFuture retail media standardization trendsJoin forces with a strategic RMN partner Retail media is quickly outpacing other areas of digital advertising and is projected to grow 29% by 2025. Despite this trajectory, retail media is still relatively new compared to traditional digital media and operates like a startup in terms of tech capabilities. Sustained growth will require retail media standardization — creating consistent ways to measure and compare ad performance across retail media networks (RMNs). This standardization will be key for RMNs wanting to understand what’s driving the most value and sales for their business. In an Interactive Advertising Bureau (IAB) study, 62% of ad buyers pointed to standardization as a top growth challenge. The current ecosystem’s inconsistent standards have prevented effective investment in measurement and limited ad buyer participation. Standardization will be necessary moving forward for effective adoption and trust in these new channels. This article explores the challenges marketers face without retail media standardization and the collaborative efforts needed to establish consistent measurement standards across the industry. How much standardization currently exists? Retail media standardization is limited industry-wide, with each RMN using its own metrics and definitions; what one network calls a "conversion" might be defined differently by another. Some retail companies also sell ad space within siloed, walled-garden shopping environments, which makes it difficult for advertisers to compare performance across platforms. As a result, the current landscape lends itself to inconsistency, campaign measurement complications, and an unclear view of return on investment (ROI) across RMNs. This fragmentation stems from how retailers have historically developed and managed customer data platforms and e-commerce websites independently, causing disparities in the types and quality of customer data available and the technologies used to manage it. Each retailer uses a unique technology stack and customer experience strategies, which means data is collected, utilized, and integrated into advertising platforms differently. Why is standardization important? A 2023 State of Retail Media Survey highlighted the industry's lack of standardization as a significant obstacle to growth. The Association of National Advertisers also found that advertisers can't fully take advantage of their retail media investments because of inconsistent measurement practices. Standardized retail media measurement practices are critical for growth. By setting consistent measurement standards across different platforms, it becomes easier for various players to: Assess how ads are performing See which strategies work across RMNs Optimize ad spending Make informed decisions Extract more value from advertising budgets Ultimately, standardized metrics are a must for improving transparency, strategic effectiveness, and ROI. Who is promoting standardization? We’re seeing a collective push for retail media standardization by several industry stakeholders wanting a more cohesive and effective advertising ecosystem. One of the most recent efforts came from the IAB and the Media Rating Council (MRC). These organizations collaborated with brands, agencies, and RMNs to develop new guidelines for standardized measurement practices and have given the ecosystem a proposed common language for retail media measurement. These guidelines were released in January 2024 to provide a consistent framework for the following across retail media platforms: Audience measurement Reporting Incrementality Transparency Viewability Ad delivery In-store advertising Microsoft Retail Media, an early adopter of the framework, has experienced greater data transparency, accuracy, privacy, and security, which has benefited advertisers and retailers and advanced Microsoft’s position as a retail media industry leader. Widespread adoption of these guidelines has the potential to drive innovation, attract more advertisers, strengthen collaboration, grow the industry, and improve the consumer experience. The benefits of industry standardization A standardized retail media framework for performance measurement can benefit advertisers, retailers, media agencies, and other stakeholders in the ecosystem. Here are some ways each entity stands to benefit. Benefits for retailers Standardization makes it easier for retailers to demonstrate their credibility and the value of their retail media program. With uniform measurement across channels and campaigns, they can provide clear, comparable data that reflects their impact, builds trust, and encourages advertiser investment. Better campaign management efficiency also reduces the operational burden, so retailers can focus on improving customer experiences and driving sales. Experian’s Activity Feed helps you measure performance — and understand how ads impact shopping behavior — by providing you with ad exposures in one environment (web or connected TV) that you can connect to an action in another (in-store purchase). Learn more about Activity Feed and see it in action here. Benefits for media agencies and marketers With standardized metrics, advertisers and media agencies have an easy, reliable way to compare metrics and assess the effectiveness of various campaigns across RMNs. This “apples to apples” comparison helps them determine which channels are truly driving better ROI so they can effectively optimize spending. Standardization also improves collaboration with retailers and leads to more effective campaigns. Consistent guidelines can help teams create, carry out, and optimize retail media strategies and easily compare platform effectiveness. Benefits for industry stakeholders Industry stakeholders like technology providers and regulatory bodies can greatly benefit from standardized retail media measurement practices. Consistent measurement provides a common framework that improves transparency and trust among parties. With reliable and comparable metrics, standardization helps everyone speak the same language when it comes to performance evaluation and decision-making. This uniformity facilitates smoother interactions and partnerships between the buy and sell sides, so it’s easier to negotiate and collaborate. Strategies for implementing retail media standardization Standardizing measurement will require industry-wide coordination around several strategies, as outlined in best practices frameworks from standardization proponents like IAB/MRC and the Albertson's Media Collective. Unify reporting and performance measurement To address the lack of standardization in performance metrics, RMNs must adopt uniform definitions and calculation methodologies for key metrics. Unified reporting in retail media requires successful stakeholder collaboration to: Agree on critical KPIs and reporting metrics like impressions and conversion rates Adopt standardized data formats and reporting tools Educate stakeholders Ensure data quality and compliance Continuously improve based on industry feedback The IAB/MRC framework provides a basis for standardizing metrics for media delivery and engagement, as well as sales and conversions. This consistency helps advertisers compare performance across platforms effectively, enhancing transparency and decision-making. Standardize product specifications It's important for advertisers to have consistent product specifications, as it makes it easier to create and deploy ads across multiple RMNs. To achieve this, RMNs should align ad formats, file sizes, animations, and video specifications with IAB guidelines. Following these standards will help RMNs eliminate compatibility issues, simplify adoption, and save time and resources. It's also vital for RMNs to maintain flexibility for unique ad formats in order to encourage innovation while still benefiting from standardized specifications. Introduce third-party verification and disclose capabilities Introducing third-party verification for ad placement, fraud detection, brand safety, and competitive separation can improve an RMN’s credibility and transparency. By disclosing the third-party providers used and the types of verification offered, RMNs build trust with advertisers and give them the confidence they need to invest. Additionally, RMNs should disclose their staffing, processes, technology, inventory management, targeting, creative management, and self-service offerings. Transparency in these areas helps advertisers make informed decisions, optimize ad buys, and increase efficiency. Using existing IAB verification and capability disclosure guidelines ensures reliability and a more trustworthy, efficient advertising environment. Future retail media standardization trends The future of retail media is poised for significant growth, especially as standardization guidelines are widely adopted and implemented. Here are some trends we expect to see as retail media ad spending grows. Widespread RMN adoption and spending Standardization could spur greater RMN spending and drive broad adoption by advertisers who hesitated before due to concerns about metrics and performance comparability. New partnerships and collaborations Standardization may lead to new partnerships that weren't possible before: Brands and retailers might team up to blend advertising and sales data for better-targeted campaigns. AdTech companies could also partner with multiple retailers to offer unified advertising solutions. Retail media networks and analytics firms could collaborate to provide deep insights into consumer behavior and campaign performance. Partnerships among retailers, including smaller ones seeking retail media measurement uniformity, may drive further standardization and create new advertising opportunities across product categories with audience overlap. Ad format innovation Agreeing on common standards simplifies how ads are measured and understood. Standardization may drive down costs and free up space for more imaginative, engaging ads in the future. For instance, the IAB/MRC’s common language is helping to promote consistency and clarity and fuel innovation across the board. Incrementality focus As standardization becomes more widespread, there may be a growing trend toward incrementality measurement, which measures the additional impact of advertising campaigns compared to what would have happened without them. Standardized metrics can help advertisers accurately gauge and optimize campaign effectiveness and maximize their marketing investments. Growth of cross-platform ad targeting Standardization may drive the growth of cross-platform ad targeting. With consistent metrics and measurement standards, advertisers will be able to track and compare their ad performance across platforms more accurately. This unified approach will improve ad targeting precision and ensure a consistent impact across RMNs. Commerce media Commerce media is changing retail advertising with its focus on verified data and real-time transaction insights, making campaigns more efficient. This shift could push for more uniform measurement standards across platforms and level the playing field. As commerce media gains traction, its emphasis on targeted advertising and ROI measurement might pave the way for universal metrics and clearer guidelines across retail networks. Where does this leave modern advertisers? Retail media is still at a crossroads. If standardization doesn’t occur soon, its growth may slow. For now, advertisers are resorting to custom strategies or relying on whichever network they feel is most effective for their products. They are likely to continue investing significantly in retail media, maintaining or increasing spending in the next year. Although RMNs continue to be challenging without formally recognized standardization guidelines, the proposed IAB/MRC guidelines provide an effective starting point. Join forces with a strategic RMN partner RMN success requires overcoming complicated technical hurdles that may exceed non-media business capacities. Managing data complexities, resolving identities, utilizing audience insights, and ensuring precise measurement requires specialized expertise and technologies. We recently announced a solution tailored for RMNs. This offering enhances RMNs’ strength in first-party shopper data by using Experian’s #1 ranked identity and audience services. Our solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue. Read the full announcement If your organization could benefit from a partner with the requisite technological tools and insights into the retail media landscape, contact us to discover how we can help you achieve RMN success. Contact us Latest posts
With over one billion shoppers eagerly preparing to shop for gifts, decorations, and seasonal essentials, now is the perfect time to refine your marketing tactics and connect with these shoppers. With holiday retail sales set to reach $1.37 trillion, it’s time to unwrap holiday spending insights to ensure that your holiday advertising campaigns light up the festive season. The holiday shopping frenzy offers marketers and retailers a chance to capture attention, drive sales, and build lasting customer relationships. In this blog post, we’ll reveal holiday shopping audiences, including 19 new audiences, designed for you to reach the most relevant shoppers for your campaigns. These audiences are available for activation on-the-shelf of most major ad platforms, including TV and programmatic. You can find the complete audience segment name in the appendix. 2025 Holiday spending trends and insights report Download our latest report for data-driven insights you can use to refine your messaging and reach the right audience in their preferred channels this holiday season. Download now 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. Download our 2024 holiday shopping report Holiday shopping styles It's important to understand how your holiday shopper “shops,” with individual shopping styles varying from a last-minute dash to the store to the one-stop shopper. One in three consumers anticipate beginning their holiday shopping before October this year, with Millennials and Gen Xers being the most proactive, due to concerns about items running out of stock. In contrast, 42% of Boomers are generally less inclined to shop early, wanting to start their holiday shopping in November or December. All generations are motivated to shop early by discounts.1 By choosing and activating the right audience segments, you can deliver messages that resonate with the consumer's preferred shopping style, ensuring your holiday campaign will align with their shopping preferences and behaviors. Here are five audiences that you can activate based on shopping style: Last-Minute Holiday Shoppers One Stop Holiday Shoppers/Power Shoppers: In-Store or Online Impulse Buyers eCommerce Diehards Brick & Mortar Diehards Discount-seeking shoppers The holiday season is a time of giving, but also saving! Consumers are driven to shop early by discounts and early sales — 52% of consumers said discounts are their biggest motivator to shop early. Price is another crucial factor — 47% of consumers said price is the most important factor when deciding where to shop during the holiday season. Major holiday shopping events, such as Thanksgiving Day, Black Friday, and Cyber Monday, are expected to attract a significant portion of consumers this upcoming year.2 Here are eight audiences you can activate to reach discount-seeking shoppers: NEW! Discount Holiday Shoppers NEW! Cyber Monday Holiday Shoppers NEW! Black Friday Holiday Shoppers NEW! Big Box/Club Stores Holiday Shoppers NEW! Online Coupon Users TrueTouch: Online Coupon Site Department Store Deal Shoppers: In-Store or Online Post Holiday Shoppers Gift givers Holiday shoppers are torn between saving and splurging. Nearly a third of consumers anticipate spending more on holiday shopping this year, while the same number of consumers say they’ll be spending less. Boomers anticipate spending the most on gift cards, Gen Z on clothing, and Millennials on toys, electronics, and experiences.3 Given holiday shoppers' varied spending habits, it's important to target the right audience segments to maximize your impact. Targeting specific audience segments allows advertisers to better reach those most interested in their products. Here are six audiences you can activate to target gift givers: NEW! Luxury Gift Shoppers NEW! Holiday Shopping High Spenders NEW! Holiday Shopping Moderate Spenders NEW! Holiday Charitable Donations High Spend Gift Shoppers Heavy Buyer/Spenders Holiday Shoppers: In-Store or Online Holiday travelers In 2023, nearly three million travelers passed through airports on the Sunday after Thanksgiving alone. Take advantage of the busy travel season with our audience segments. By targeting specific travel preferences and behaviors, you can capture the attention of individuals planning trips this holiday season. Here are seven audiences to tailor your campaign according to travel preferences: NEW! Holiday International Travelers NEW! Holiday Travel-Train NEW! Holiday Budget Savvy Airline Travelers Vacation/Leisure Travelers: Domestic Trips Air Travel (FLA/Fair Lending Friendly)4 Vacation/Leisure Travelers: Frequent Spenders Hotels: Frequent Spend When you work with Experian, you work with a single data provider that gives you access to audiences across multiple verticals and categories, such as travel and retail. Targeted advertising this holiday season with Experian audiences The holiday season is the busiest time of the year for advertisers. Experian's data, ranked #1 in accuracy by Truthset, allows advertisers to reach people based on demographic, geographic, and behavioral attributes (e.g. websites visited and purchase history). By using Experian’s audiences in your holiday advertising campaigns, you can reach last-minute shoppers, discount-seeking shoppers, gift-givers, and holiday travelers. Just as shoppers seek the perfect gifts, with the right strategy, your holiday advertising campaigns can capture the right shoppers this holiday season. 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. 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. Explore our other seasonal audiences that you can activate today. View now Download our 2025 Holiday spending trends and insights report This holiday season is about more than just transactions – it’s about cultivating meaningful connections with your audience. Download our 2025 Holiday spending trends and insights report, in collaboration with GroundTruth, to access all of our predictions for this year’s holiday season. Download now Contact us Footnotes Online survey conducted in June, 2024 among n=1,000 U.S. adults 18+. Sample balanced to look like the general population on key demographics (age, gender, household income, ethnicity, and region). n = 204 Gen Z, n = 234 Millennials, n = 270 Gen X, n = 272 Baby Boomers. Online survey. Online survey. “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 Here are the complete audience segment names (taxonomy paths) for all audience segments discussed in this blog post. Holiday shopping styles Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Last-Minute Holiday Shoppers Retail Shoppers: Purchased Based > Seasonal > Holiday Shoppers: One Stop Holiday Shoppers/Power Shoppers: In-Store Retail Shoppers: Purchased Based > Seasonal > Holiday Shoppers: One Stop Holiday Shoppers/Power Shoppers: Online TrueTouch: Communication Preferences > Purchase Behavior > Impulse buyers Retail Shoppers: Purchase behavior > Shopping Behavior > In-Store vs. Online: eCommerce Diehards Retail Shoppers: Purchase behavior > Shopping Behavior > In-Store vs. Online: Brick & Mortar Diehards Discount-seeking shoppers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Cyber Monday NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Black Friday NEW! Retail Shopper: Purchase Based > Seasonal > Holiday Shoppers: Big Box/Club Stores Shoppers NEW! Retail Shoppers: Purchase Based >> Discount Holiday Shoppers NEW! Retail Shoppers: Purchased Based > Shopping Behavior > Online Coupon Users TrueTouch: Communication Preferences> Purchase Behavior > Online Coupon Site Retail Shoppers: Purchased Based > Shopping Behavior > Department Store Deal Shoppers Online Spenders Retail Shoppers: Purchased Based > Shopping Behavior > Department Store Deal Shoppers In-Store Spenders Retail Shoppers: Purchased Based > Seasonal > Holiday Shoppers: Post holiday Gift givers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Luxury Gift Shoppers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: High Spenders NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Moderate Spenders NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Charitable Donations Retail Shoppers: Purchase Based > Shopping Behavior > Gift Shoppers High Spend Spenders Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Heavy Buyer/Spenders: Online Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers: Heavy Buyer/Spenders: In Store Holiday travelers NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday International Travelers NEW! Retail Shoppers: Purchase Based > Seasonal> Holiday Travel-Train NEW! Retail Shoppers: Purchase Based > Seasonal > Holiday Budget Savvy Airline Travelers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Domestic Trips Lifestyle and Interests (Affinity) > Travelers > Air Travel (FLA/Fair Lending Friendly) Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Frequent Spenders Retail Shoppers: Purchase Based > Travel > Hotels: Frequent Spend Latest posts
In our Ask the Expert Series, we interview leaders from our partner organizations who are helping to lead their brands to new heights in ad tech. Today’s interview is with Jordan Feivelson, VP, Digital Audiences at Webbula. Jordan is a 22-year advertising industry veteran who has worked for media properties such as WebMD and Disney. Over the past ten years, he has transitioned to the data and programmatic space, including growing the data business for Kantar Shopcom and Adstra. What types of advertisers might benefit from utilizing Webbula audiences across various verticals? Can you provide examples of how different industries successfully leverage your data to achieve specific campaign goals? Most advertisers can leverage Webbula’s award-winning attributes for their activation initiatives. Webbula offers approximately 3,000 syndicated segments covering categories such as Demographics, Automotive, Political, Mortgage, B2B, Hobby/Interest/Lifestyle, and Interests & Brand Preferences (brand name targeting). Audience insights and marketing strategies What specific types of audience segments does Webbula provide? How can advertisers leverage these segments to craft more effective, personalized marketing strategies? Webbula has incredible depth and breadth within its verticals, giving marketers the tools to deliver targeted messaging effectively. Our Demographic, B2B, Mortgage, Automotive, and Interest and Brand Preferences segments each contain 500-1,000 segments, all built on deterministic, self-reported, and individually linked data. We ensure the best accuracy with multiple deterministic data points tied to the real world (ex., first name, last name, postal address, and email address). Some examples of our unique syndicated audience types: B2B: A view of the latest industry trends with detailed cuts of the professional world, such as companies with and not within the Fortune 500 companies and job positions that are directors and below. This also includes custom capabilities, including ABM (list of target companies in an activation campaign or by industry code (ex. NAICS, SIC). Interest and Brand Preferences: Consumers who have shown interest and affinity to hundreds of brands (ex., Nike), genres (ex., comedy, hip hop), sports teams, and more. Mortgage: A detailed view of homebuyers’ purchase range, loan type (ex. jumbo loan, standard loan), mortgage amount, interest rate, and more. With Webbula’s audience data, brands can create a comprehensive picture of their audiences down to the individual level and reach them accurately. Data quality, sourcing, and differentiation How is consumer data sourced and curated at Webbula? Are there data quality standards that Webbula establishes for consumer data, and how do you ensure your sources and methods meet these standards consistently? Webbula’s data is aggregated from over 110 trusted and authenticated sources, including publishers, data partners, social media, and more. The data collected comes directly from consumers who self-report information through surveys and other methods. We apply our hygiene filters to mitigate fraud and accurately score the data. Data Collection: The data collected comes directly from consumers who self-report information through surveys, questionnaires, transactions, and sign-ups. This ensures that brands display ads to audiences based on self-identified, cross-channel behaviors, not modeled assumptions. Hygiene Solutions: Webbula applies multi-method hygiene solutions to mitigate fraud and accurately score the data before onboarding, ensuring that all data meets the highest quality standards. Examples of Data Sources: Questionnaires: Self-reported data through surveys, offer submissions, and telemarketing. Transactions: Deterministic data from aftermarket parts, online purchases or services, and more. Sign-ups: Individually linked data from information entered through sweepstakes, infomercials, newsletters, and forms. What differentiates Webbula's data from other data providers in the market? Can you explain the unique value proposition that Webbula offers in terms of data depth and breadth? Due to our extensive experience in data cleansing, we provide the most accurate data within the programmatic ecosystem. TruthSet, the leading programmatic accuracy measurement company, has ranked Webbula as having the highest number of top attributes compared to other data providers with 150M+ HEMs. Additionally, Publicis Groupe and Neutronian further validate Webbula's data quality, underscoring its position as a leader in the industry. Webbula's data stands out in the market due to its unmatched accuracy and quality, achieved through years of expertise in data cleansing. Unlike other providers, Webbula’s foundation lies in its robust email hygiene process, ensuring that all data entering the programmatic ecosystem is thoroughly cleansed. Privacy, compliance, and future-proofing What measures does Webbula take to maintain data privacy and compliance? How do these efforts benefit advertisers in an evolving regulatory landscape and ensure ethical standards? Webbula was created over a decade ago with a future-proof, privacy-compliant foundation. We understand the industry’s rapid changes, including government and state legislation and cookie depreciation. Our goal has always been to build long-term partnerships and ensure we are prepared for industry changes. We rely on validated offline data sources, making us resilient to external influences. Success stories Can you share success stories where advertisers saw significant campaign improvements using Webbula’s data? What were the key factors that contributed to these successes? Our success is measured by client feedback and increased client spend. Webbula has helped several key advertisers achieve six-figure monthly thresholds by providing the most accurate data to meet campaign KPIs. Clients consistently return to use our data, validating our belief that “the proof is in the pudding.” Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Webbula, reach out for a personalized consultation. Contact us Latest posts