
Over the last few months, Experian has released new syndicated audiences to most major platforms supporting retail and travel. In this blog post, we’ll highlight some of these new audiences and how they can be used with other data from Experian to build the perfect audience to reach your customers and prospects.
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.
Household Expenditure audiences
We’ve created new predictive audiences to help retailers reach consumers across 35 categories likely to spend within that category. A few categories include Apparel, DIY, Health, and more.
With the launch of these new audiences, we will retire our existing Household Consumer Expenditure, Online and Retail category audiences in the November Digital Master update.
Who these audiences are for
Our Household Expenditure audiences use data from multiple sources, providing brands with highly accurate purchase predictions and data that scales for digital execution. Household Expenditure audiences are an excellent solution for brands with new product lines or where targeting based on historical purchases lack signal brands seek.
Building data from multiple data sources helps ensure high performance and accuracy and can illuminate trends in consumer shopping patterns. These trends can be used to help predict future shopping behaviors.
How to refine our Household Expenditure audiences
To refine your audience, you can combine this data with Experian’s demographic and household expenditure audiences to ensure you are reaching consumers. For example, suppose you’re an apparel brand launching a new line aimed toward women over the age of 40. In that case, you can use Experian’s demographic data to reach those women and layer in ourhousehold expenditure purchase predictor segment for women’s apparel to reach their new target audience.
Mobile Location audiences
We’ve expanded our location database to include more locations and points of interest. With this new data, we could strengthen our existing mobile location audiences to broaden the reach, improve accuracy, and increase performance.
We’ve created 11 new mobile location audiences with our new dataset that supports the retail and travel verticals. These new audiences include new shopping behaviors, including high-income and high-end shoppers and travel and entertainment behaviors, including visiting sporting arenas like MLB, NBA, NFL, and university stadiums.
Who these audiences are for
These audiences are for brands that want to reach consumers based on their location behaviors. Often valid for retail, travel, and entertainment brands, Mobile Location audiences provide brands with highly accurate data that shows previous intent and interest in critical locations.
How to refine our Mobile Location audiences
To refine your audience, you can combine your Mobile Location audience with Lifestyle and Interest data. For example, if you are creating an advertising campaign for a hotel near a university stadium for the largest game in the season, you could combine university stadium visitors with sports enthusiasts and in-market for travel to find consumers most likely to be interested in your campaign and staying at the hotel.
Purchase-Based Transaction audiences
For use cases where predictive audiences aren’t the best fit to reach the right consumer, such as targeting consumer’s historical purchases, we’ve created new purchase-based transaction audiences that utilize opt-in consumer transaction data across 29 retail categories, including apparel, home, lifestyle, health, food and beverage, and more.
Who these audiences are for
These audiences are a perfect fit for brands trying to reach consumers based on previous purchases. These audiences can be broken out by their spending patterns – frequency of purchase and high spenders – and their response to advertising, including direct mail, email, inserts, and digital.
How to refine our Purchase-Based Transaction audiences
Combine these new audiences with Mosaic to fine-tune your audience based on their purchasing and lifestyle patterns.
Suppose you are a brand with a new line of home décor products launching and will utilize influencers to endorse your product line. In that case, you can use Experian’s purchase-based transaction audiences for high spenders in home décor and layer our Mosaic audience Influenced by Influencers to find consumers who are most likely to purchase and trust an influencer.
We can help you discover and activate your perfect audience
Our audiences are available in most major data and execution platforms. Visit our partner page for more information.
Don’t see our audiences on your platform of choice? We can help you build and activate an Experian audience on the platform of your choice.
Contact us
Latest posts

Supply-side platforms (SSPs) are expected to deliver more than inventory—they’re being asked to support sell-side targeting strategies, campaign results, and proof of performance. To meet that demand, SSPs need more than access to inventory. They need better data, better tools, and a way to bring it all together. Experian’s solutions for SSPs We built Experian’s solutions for SSPs with that demand in mind. By combining identity resolution, audience targeting, and third-party measurement, we help platforms move beyond basic transactions. Whether you’re doing sell-side targeting, supporting direct deals, or looking to support campaign validation, our tools make it easier to create value for buyers—and keep them coming back. Our solutions that help SSPs: Resolve identity across digital touchpoints using our industry-leading Digital Graph Build differentiated audiences using over 2,400 Experian Audiences and Partner Audiences in Audience Engine Support advertiser-direct relationships with tools to create, activate, and host custom segments Measure real outcomes like in-store visitation and sales through Outcomes, our third-party validated reporting suite Together, these capabilities allow SSPs to produce data-driven deals, increase addressability, and meet buyer demand for smarter, more measurable media. Campaign snapshot: Yieldmo + Experian Yieldmo, an advertising platform known for its creative formats and data-informed approach, has already put this solution to work. Here’s how they built a custom strategy for a major athletic retail client using Experian\’s joint solution for SSPs. The challenge: Drive in-store traffic and reach new buyers Yieldmo supports a leading athletic retailer’s seasonal campaigns focused on in-store traffic. This advertiser wanted to reach new buyers—specifically those who might otherwise shop with a competitor. To do this, they needed access to strong audience segments with reliable data and the flexibility to act quickly across channels. This was the first time Yieldmo applied Experian Audiences to this retailer’s campaigns. The stakes were high: the client was looking for better in-store outcomes and a more streamlined activation workflow. The solution: Experian\’s activation solution for SSPs Using Experian’s Audience Engine, which includes our proprietary and third-party data marketplace, Yieldmo built a flexible, high-performing media plan that spanned display inventory and included both conquesting and primary in-store shopper segments. The team selected and activated: Apparel and footwear audiences built from Experian and partner data providers In-store shopper segments targeting retail behavior signals Competitive purchasers to capture likely buyers from other athletic brands Our data marketplace allowed Yieldmo to combine Experian Audiences with Partner Audiences from providers like Alliant, Circana, Sports Innovation Lab, and Webbula—all in one place. Manual audience creation used to take days. Now, Yieldmo can build and activate campaigns through a streamlined, self-serve workflow. By working in the Audience Engine platform, Yieldmo was able to avoid multiple contracts and manual requests. They filtered audiences by brand, tailored segments to their goals, and launched without delays. “Experian’s data marketplace in Audience Engine fills a critical gap—letting us quickly search by brand, build smarter conquest segments, and activate custom audiences fast.”Abby Littlejohn, Director of Sales Planning, Yieldmo The results: Expected lift in store visits While final in-store lift results are pending, the early performance metrics are promising: Click-through rates are at and above historical benchmarks across both conquesting and primary shopper segments. Using Audience Engine’s self-serve tools, Yieldmo created audiences faster and more easily. They reduced their workload by minimizing the need for manual data wrangling. “We include Experian audience segments in 80% of formal RFPs. Between contract simplicity, data quality, and campaign results, Experian has become our go-to for third-party audience targeting.”Nelson Montouchet, AVP, Strategic Partnerships, Yieldmo Download the full case study Bring this to your platform Whether you’re looking to monetize more effectively, build deeper advertiser relationships, or stand out with sell-side targeting offerings, we designed Experian’s solutions for SSPs to do exactly that. With our industry-leading Digital Graph, over 2,400 syndicated audiences, partner data, flexible self-serve tools, and outcome-based measurement, SSPs can now move faster and go further—without compromising scale or precision. Get in touch with our team Latest posts

After another week under the sun at Cannes Lions 2025, one thing is abundantly clear: our industry is done talking about possibilities — it’s ready to act. From speaking engagements to packed suite meetings, and even stateside through our “Can’t Cannes” activations, the appetite for change was real — and we were right at the center of it. A front-row seat to innovation Experian made a powerful impact across the Croisette, partnering with Audiostack, Basis, Infillion, IQVIA, Magnite, NextRoll, Odeeo, OpenX, The Female Quotient, and the Unplugged Collective x The Digital Marketer, to contribute to some of the week’s most insightful conversations. Our thought leaders were everywhere—on stage, in studio interviews, at executive roundtables—offering a clear voice on retail media growth, pharma advertising disruption, AI innovation, and identity-driven personalization. Three themes that defined the week 1. AI gets real If 2024 was the year of AI buzz, then 2025 is the year AI found its footing. Conversations shifted from “what if” to “what now.” While the promise of AI was front and center, conversations with clients and partners highlighted that we’re still in the foundational phase. Real-world applications—from creative optimization to predictive segmentation—are gaining traction, but long-term value will depend on robust data architecture and trustworthy identity frameworks. MiQ and PMG debuted AI-integrated platforms that demonstrated how AI can automate creative, optimize budget allocation, and personalize media in real time. AI has moved from sidekick to strategist. \”Last year it was all about AI, but in a very general sense. This year, it’s about specific applications — a clear sign AI is evolving from a talking point into product.”Budi Tanzi, VP, Product 2. Outcomes > impressions Outcomes may have been a buzzword at Cannes, but as several industry leaders pointed out, simply saying “we drive outcomes” isn’t enough—it risks sounding like table stakes. In today’s performance-driven environment, what matters is how companies define and deliver those outcomes in unique ways. The most compelling conversations weren’t about generic promises, but about clear strategies: challenging assumptions, leaning into strengths, and making specific choices that tie data, media, and technology to measurable impact. \”By using consistent identity across planning, activation, and measurement, marketers can connect ad exposure to real-world outcomes—whether that’s an online conversion, an in-store visit, or a new customer relationship.\”Chris Feo, Chief Business Officer 3. Curation isn\’t just a tactic Curation is quickly becoming the industry’s preferred approach to cutting through complexity. As marketers contend with signal loss and inconsistent inventory quality, the shift from broad access to intentional activation is gaining momentum. At Experian, we see curation not just as packaging, but as strategic alignment—where identity, data, and inventory come together in purpose-built environments that reduce waste, enhance safety, and drive performance. \”Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional DMP-to-DSP activation flow, curation allows buyers to leverage supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers.\”Drew Stein, Managing Director, Audigent Bringing the Cannes experience stateside Not everyone can make it to the South of France—so we brought Cannes to them. Our “Can’t Cannes” events in the U.S. offered local clients a first-class experience filled with insights and networking, minus the jet lag. Final takeaways This year’s festival made one thing clear: real progress requires more than innovation; it requires integration. And that’s where Experian is focused—connecting identity to activation, and data to outcomes, in ways that are practical, scalable, and privacy-resilient. If I had to sum it up? AI is progressing from abstract to application Curation beats clutter Partnership is power And everyone’s aligned around performance We’re grateful to have been part of these conversations and even more excited about where they’ll lead next. Let’s continue the conversation If you\’re exploring how to connect identity to performance, or simplify the way you activate, measure, and grow, we’d love to talk. Latest posts

Originally appeared in AdExchanger Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts. It’s easy, and perhaps even satisfying for some – but inaccurate – to say “all that effort was for nothing.” Given Chrome’s dominance among browsers, AdTech companies had no choice but to prepare for “what if” scenarios. The same goes for cookie deprecation. Google’s plan to end support for third-party cookies would have removed a mechanism that has been a cornerstone of addressability for the past 15 years. To be clear, those efforts have not been wasted. They spurred innovation across the AdTech landscape, driving progress in privacy-first targeting, alternative identifiers, supply-path data activation, and real-time data enrichment – all of which will pay dividends for years to come. Whether born directly from Privacy Sandbox participation or inspired by the broader trend toward privacy reform, industry-wide preparation for cookie loss and browser disruption has yielded tangible benefits. Pressure from Google, Apple, and evolving regulations served as a catalyst for modernization that could shape the next decade of advertising technology. An industry anchored in product innovation AdTech is a fundamentally product-driven industry defined by short innovation cycles and the imperative to build and test rapidly. This DNA enables companies to stay resilient, evolve and deliver innovation. Change is good. Disruption can be even better – but only for those who embrace it. Google’s evolving stance on cookies and Privacy Sandbox doesn’t negate what’s been learned. If anything, it underscores the need to keep innovating. The next wave of disruption is likely right around the corner. The payoff While some may argue that the time and effort spent preparing for cookie loss was wasted, those efforts have functioned as a forcing mechanism for several innovations in data activation. Supply-side data activation and optimization, aka “curation,” is an alternative to the traditional approach to data activation. Unlike the traditional data management platform (DMP) to demand-side platform (DSP) activation flow, curation allows buyers to utilize supply-path data more directly. The upshot? Improved performance and pricing for media agencies and brand advertisers. As curation continues to evolve, it’s poised to play a central role in how advertisers and publishers transact. Real-time data enrichment is another area that has benefited from this period of accelerated innovation. Many companies were compelled to improve their tech stacks to align with Sandbox protocols. These updates, particularly in real-time data enrichment capabilities, are now laying the groundwork for future data activation strategies across both the buy and sell-sides. Exiting out of tunnel vision Over the past five years, the AdTech industry has invested deeply in planning for a future without cookies. Still those investments have been well worth it. While cookies are not going away, the broader deprecation of signal continues. The work that was done to prepare will inevitably inform the next evolution of our industry. Contact us Latest posts